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Topic: Advertising/PR

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

Posted by Anonymous on 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...

  • Posted by SteveByrneMarketing on Accepted
    Hi Darcy,

    What you seem to be talking about is a SWOT Analysis (Strengths, Weaknesses, Opportunities, and Threats) see link:

    With elements of a creative brief. See link:

    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 Member
    Create a grid with the columns depicting the elements you are measuring. The rows are the individual competitors. Do a subjective analysis of each on a 1 - 5 scale, with 1 being poor and 5 being outstanding. This is your scale, so you "grade" each.

    The final column is for each competitor's "average" score across all elements. List the competitors on the grid from high to low average score. At the bottom of the chart show the average ranking within each element. The final step is to rank your client's materials, then place them wherever they fall in the ranking. However, put your client's row in a different color and bolded, so they can see where they are in the industry.

    I would show the grid first before going into detail within the various elements. Show their materials, then show examples of top rated ones. After this, show them how the top ranked competitor is delivering a strong, coordinated message across media.

    We have used this approach many times when presenting a competitive analysis. It really gets the point across quickly to everyone in the room, whether or not they understand marketing. They can see where they rank and understand areas where they have to improve.

    Remember, this is a competitive ANALYSIS, so you have to demonstrate you analyzed the information you assembled to arrive at the conclusions you are presenting.

  • Posted by pat.divilly on Member
    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

    I hope you find it useful
    Pat Divilly
    CEO MarketWare International
  • Posted on Member
    Hi Kdarcy

    Good suggestions above.

    You can also incorporate a perceptual positioning map (2x2 as Jstiles suggested) from the customer/consumer perspective and over lay these with corporate brand perceptions.

    I.e. are the brand messages sent by competitors actually coherently received by customers/consumers minds?

    Hope that helps.


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