2. COMPETITIVE
ANALYSIS
WHAT IT TAKES TO WIN

3. Laying Out the Competitive Landscape
Start your competitive research by looking for:
Brand Messaging
How effectively they communicate what they do, who they do it for, and how they do it.
Product, Services, and Industries
Where are you competing? Head-to-head or only in certain products or services? What industries do your competitors market towards?
Online Presence
How current and relevant is their website? What is the ease of access to information? Is there any unique tools they have to offer?
Social Networking
Whether your competition is doing it or not, check if there’s any opportunity to shine on social.

4. Head-to-Head Comparison
A quick snapshot comparing competitors will give you better idea of how
you compare.
Company
Locations
Employees
Revenue ($, mil)
Red Caffeine
Lombard, IL 17
Competitor 1
Competitor 2
Competitor 3
Example:
Data can be collected at your local library from databases such as Hoovers or the ReferenceUSA database by infoUSA

5. Is Your Brand Getting the Point Across
Dive deeper into your competitor’s brand messaging strategy. Are they getting their point across effectively? Is their logo succinct with their tagline and the value propositions they bring to the table?
Logo
Tagline
Messaging
Key Differentiators
We think different and that’s the +
Our unique blend of marketers + technologists impacts a business from the inside out. The outcome of our holistic approach is alignment
with your vision, team culture and business goals. Whether we’re building a brand, marketing campaign, website, or software application, we are passionately committed to fueling your business.
A turn key solution to marketing needs. Including Strategy, Branding, Technology, and Marketing.
Key benefit being, everything is integrated and aligned.
Proven process.
A team built around culture.
Competitor 1
Competitor 2
Example:

6. Compare Products/Services Offered
Outline all the services and products each competitor offers.
Then decide: Who are direct competitors (competitors whose products and services are highly similar)? Or indirect (competitors who offer only a few similar products and/or services)?
Competitor
Service 1
Service 2
Service 3
Service 4
Red Caffeine
Strategy – Competitive Analysis, Primary and Secondary Research, Marketing Auditing.
Branding – Logos, Naming, Marketing Materials, Sales Tools, Web Design, Brand Architecture.
Technology – Websites, Apps, Databases, eCommerce, and everything in-between.
Marketing – Content, Search Engine Marketing, Social, PR, Experiential, , Direct.
Competitor 1
Competitor 2
Competitor 3
Example:

7. Industry Focus Comparison
Example:
Some competitors only cater towards certain industries.
Identify if there’s a gap that your services and/or products can fulfill.
Industry
Red Caffeine
Competitor 1
Competitor 2
Competitor 3
Corporate
Medium IT
High
Government
Healthcare
Low
Entertainment
Hospitality
Education
Transportation
Manufacturing
Market concentration
Low = Less than 5 projects
High = 7+ projects, typically 10+

8. Web Presence VS. Competitors
Web Site
Appearance
User Experience
Resources
Unique Tools
Social
Red
Caffeine
Competitor 1
Competitor 2
Competitor 3
Example:
Appearance: Modern or dated
User Experience: Overall quality of ease of access to information
Resources: Is there value or downloadable content
Unique Tools: Do they have client portals or calculators etc.
Social: Do they have networks listed on their site
* Domain Authority, Organic & PPC should be assessed by 3rd party
LEGEND
Poor Average Great

9. Who is Social? Company Red Caffeine Competitor 1 Competitor 2
Comparing your social media presence with your competitors can help you identify if you’re behind the eight ball or if you have a chance to dominate in a certain social realm.
Example:
Company
Red Caffeine
Competitor 1
Competitor 2
Competitor 3
Social Links on Site?
Yes
LinkedIn Followers
124
Twitter Followers
707
Facebook Likes
376
YouTube Followers 13
Google Plus
For a clear perspective of how social media platforms differ, click here!

10. HAVE QUESTIONS? Jimmy Merritello – Strategy & Digital Lead|