Competitor intel

The package

This package is always going to start with the question “what would you like to know”? If you’re looking to analyse the competitive set I would moderate a workshop to generate ideas, from which I would delve into some desk research to flesh this out.

If you are clear about your competitors but want to do some scoping out of their in-market activities, I would run some monitoring and then facilitate a discussion on how to activate the learnings.

Probably the most important aspect at the end; laying out together how and which steps you can take to get ahead of the competition, in the context of the market trends.

Typical scenarios

  • A renowned streaming service famously said that their competitor wasn’t any of the other streaming services, but “the family” – because their subscribers ultimately chose to watch something, or to spend time with their loved ones. Sometimes the competitive set is surprising, unknown or too broad to understand, so fleshing out the possibilities is a valuable place to start.

  • It often takes considerable time to monitor, collate and interpret in-market activities, and once you’ve measured the effectiveness of your own activities there’s little resource left to do the same for all the competitor products or services. Taking some time to collate this overview is a valuable input to decisions around your next marketing campaign.

  • If trends monitoring is something you are supposed to be doing, it can be really fun, or simply daunting from the size and scale of work. Setting up a way to embed trends monitoring is a great way to anticipate future moves in the category, particularly from your consumers or competitors, so I can step in and start the groundwork for you.

Why Konsult?

I led competitive intelligence for many years. Besides analysing the competitor’s performance, negotiation power and in-market moves, my team often spent time anticipating their next moves with the question “what is on their horizon”? From monitoring trademark registrations, to facilitating war gaming workshops, it was always worth it to embed a strong knowledge of the competitive set for strategic decision making.