Question

Topic: Advertising/PR

How Does One Create A Competitive Analysis Presentation For A Client?

Posted by Anonymous on 8/2/2004 at 7:00 PM ET 250 Points
Collected approximately twenty to thirty competitive samples (print ads, collateral, etc) for presentation to client. Objective is to complete a top-line dissection of messaging, copy tone, graphical elements, brand positioning, and so forth used by competitors. Also COULD make recommendations on where client may be falling short in regards to competitors but such action is not a 'must' at this stage...
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RESPONSES

  • Posted by SteveByrneMarketing on 8/2/2004 at 7:23 PM Accepted
    Hi Darcy,

    What you seem to be talking about is a SWOT Analysis (Strengths, Weaknesses, Opportunities, and Threats) see link: https://www.marketingprofs.com/3/kyle1.asp

    With elements of a creative brief. See link: https://www.marketingprofs.com/Tutorials/adcracker_brief.asp

    These links should help you organize your findings and add appropriate analysis. Clients often “fall short” in several areas particularly; (1.) not identifying ALL their competitors (2.) believing they are higher in the pecking order than the customers believe and (3.) not seeing the COMPLETE big picture marketplace for their products.

    Hope this helps,

    - Steve
  • Posted on 8/3/2004 at 7:38 AM Member
    Hi,
    If you follow the process suggested by Vevolution above I have developed an excel model that allows you to analyse and present the data by way of radar charts, bar charts, etc. Fell free to download it from
    https://www.marketware.biz/Free%20downloads.htm

    I hope you find it useful
    Regards
    Pat Divilly
    CEO MarketWare International
    www.marketware.biz
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