确定竞争集合

1、市场分析和预测Marketing Analysis & Forecasting教师：黎文2010.09电子邮件：联系电话：议题概述市场竞争的层次确定竞争者的方法竞争者的选择企业竞争概述在开始工作之前，产品/品牌经理必须对作为资料收集和分析对象的产品品类/品牌品类有一个较好的概念认识。确定竞争时，不能确定太多的竞争者，也不能确定太少的竞争者。竞争者就是和自己竞争相同顾客的企业，基于顾客的竞争；也可以是基于资源的竞争，基于供应商的竞争，或者基于营销活动的竞争，或者是地理位置的竞争。竞争的基础顾客导向的竞争他们是谁：为相同预算产生的竞争他们什么时候使用他们为什么使用：顾客寻求的利益/价值营销导向的竞

2、争：广告和促销主题/文案策略媒体分销价格资源导向的竞争原材料雇员财务资源地理位置的竞争市场竞争的层次产品形式（product form）：通常追求同一个细分市场，特色属性都有相似性产品品类（product category）：即经理们平时所理解的行业竞争一般竞争（generic competition）预算竞争（budget competition）Levels of Competition*Diet lemon limesBaseball cardsFruit flavored colasCoffeeDietCokeDietPepsiDiet-Rite colaBottled waterLe

3、mon limesRegularcolasBeerJuicesWineFast foodTeaVideo rentalsIcecreamProduct form competition: Diet colasProduct category competition: Soft drinksGeneric competition: BeveragesBudget competition: Food and entertainmentExample 1: Energy Bar CompetitionOdwalla Power BarBalance BarClifEnergy BarsSnack/H

4、ealth BarsHealthy SnacksOther SnacksNutrigrain Bars Slimfast Bars Granola Bars FruitsNutsJuiceCrackersChipsCandyExample 2: Super-Premium Ice Cream Level of CompetitionDefinitionCompetitorsProduct formSuper-PremiumHaagen-DazsStarbuck/GodivaBen & JerrysProduct category Ice creamBreyersDreyersPrivate l

5、abelsGenericSnacks DessertsNoveltiesFrito LayNabiscoNestlMrs. FieldsYoplaitBudgetOther supermarket, Convenience store productsMany8Example 3: PDALevel of CompetitionDefinitionCompetitorsNeed SatisfiedProduct formFull-featured PDAsPalm Pilot VIIHandspringCompaq AeroPocket PC makersPersonal informatio

6、n management plusintegrated communicationsProduct category PIM (Personal Information Managers)Palm IIIRoyalCasio PV-100PIM onlyGenericTablet PC/Cell phonesToshibaNokiaSamsungOther solutions to the aboveBudget $100-$1,000Paper-based solutionsBusiness items costing$100-$1000RolodexDay TimerFax Machine

7、sPersonal copiersFurniture (e.g. Steelcase)9MP3 Phone CompetitionLevels of Competition: Implications for Your Product StrategyBudgetGenericProduct CategoryProduct FormCompetitive LevelConvince Customers that the Brand is Better than OthersConvince Customers that the Product Form is Best in the Categ

8、oryConvince Customers that the Product Category is the Best Way to Satisfy NeedsConvince Customers that the Generic Benefits are the Most Appropriate Way to Spend their MoneyProduct Management TaskMethods for Determining Competitors*Existing categories: ex) IRI; SIC NAICSManagerial judgmentCustomer-

9、purchase-based measures*Customer-judgment-based measures*Managerial Judgment of CompetitionMarketsSameDifferentProduct/ServicesSameDifferentACBDCustomer-purchase-based measures*Brand Switching Data The Extent of Substitutability among BrandsCross-Elasticity of Demand: Change in Brand Bs Sales/ Chang

10、e in Brand As Price Mainly Used for Nondurable ProductsBrand-Switching MatrixTime t+1ABCDEA.6.2.200B.2.3.4.10C.2.3.500D0.1.1.5.3E.100.4.5Time t15Customer-Judgment-Based Measures*Overall similarity (by Perceptual Mapping)*Similarity of consideration setsProduct deletion (based on product unavailabili

11、ty)Substitution In Use: List all the uses of a product List other products that provides the same usesPerceptual MappingMeans graphic description of customers perception about different brands/products.You can use it to gainBetter understanding of market structure*Customer perceptions for a new prod

12、uct conceptDirection for R&D efforts to satisfy customers betterDeveloping A Perceptual MapTwo Alternative waysAttribute Rating method (AR)Overall Similarity method (OS)Attribute Rating MethodData Cube (brands*attributes*respondents)Statistical Analysis (Factor Analysis)Find out two (or three) axes

13、for the perceptual map Attribute Analysis LimitationsSuitable for B-to-B productsDeveloping A Perceptual MapOverall Similarity method (OS)Suitable for consumer products and servicesAsk consumers perception the extent of similarity of pairs of items. Similarity Data Analysis (Multidimensional Scaling

14、)You name the axes and infer the attributesDefining Competition with Perceptual Mappingexample: dessertsMoistNeeds refrigerationTapioca pudding mixLocal mix Pudding mixChocolate torte mix D-zer ta Jell-OCanned puddingIndividual pieHostess cupcakesQuick bread mixGood for a coffee break As a formal de

15、ssertHomemade cake Bakery cakeHomemade cookies Cheese cake mix“Snackin Cake” mix Frozen cake Layer cake mix “Stirn Frost cake mixTakes a long time to prepare Bundt cake mix Custard mixBoston crme pie mix“Light Style” cake mixCoffee cake mix Bakery cookies Pillsbury cookie dough Cookie mix Easy to carry with meIn my school work lunch Between meal snackPepperidge Farm cookies Oatmeal cookies Frozen pie Homemade pieDate bar mix Brownie mix Bakery pie Methods versus Competition Levels and Information RequiredEnterprise Competition in Financial Servi