Strategic Insights Study Competitive Analysis Sample

Strategic Insights StudyClient XYZ | October 1 – December 31, 2013

Client XYZ

Building a Marketing & Engagement Roadmap

Competitive Analysis

Competitor 3

Competitor 2

Competitor 4

Competitor 1

Pentonmarketingservices.com | 3

Competitive Share of VoiceTotal mentions analyzed from October - December

2013:

Competitor 1 is talked

about a lot in regards

to their weight

management and

fitness nutrition

supplements, similar

to that of Client XYZ.

Though it has a small

percentage,

Competitor 4’s

sentiment is often

high, with consumers

talking about the high

quality of the product,

and that their vitamins

are “clean/organic”

which is important to

the younger

demographics.

Competitor 1 Food is

often recommended

as a very high quality,

well-priced, natural

brand.

39%

29%

24%

6%

2%

Share of Voice -October - December 2013


Competitor 1

Has Competitor 1 University, through which

customers can read articles, watch videos,

take courses which include the basics of

sports, digestive health, and numerous other

topics. This is extensive as it requires books

to be read.

Other content on this website includes a one-

minute-to-wellness library that visitors can

see to play crossword puzzles about

antioxidants, watch videos.

E-NEWSLETTERS

A couple competitors have an e-newsletter that

is filled with industry and brand information.

Competitor 4: Get the Whole Truth

Competitive Analysis Key InsightsWhat content are competitors using to appeal to their audience?


Competitive Key Insights

Competitor 1

Often heralded for their natural and organic

products, as well as being cheaper than

many other natural brands.

Moms mention buying them on amazon and

other online sites like Vitacost when there

are sales going on.

Competitor 1 probiotic positive sentiment, the

majority of people say that it’s a very good

product and that the quality is high.

Competitor 1 and Jarrow are the most often

recommended products in the health aging

category for men 50 and older. In this

category, Competitor 4 does not generate as

many mentions.

Competitor 1 is also a popular natural brand

within the fitness communities. They have a

lot of vegan/vegetarian options, and the

availability is good as well as the cost.

Competitor 4

Competitor 4 prenatal-

natural/vegetarian/gluten-free; very trusted

supplement, can take them on empty

stomach

Competitor 4 is not heralded as a strong

competitor in the fitness category because

their price is too high.

Weight management categories yield

recommendations around Competitor 4 and

Garden of Life because of their good

vegetarian and non-GMO brands.

Competitor 2

Competitor 2 Alive! Was the product most

mentioned for this brand, discussed mostly

by women in the weight loss and fitness

categories.

Competitor 3

This brand was not mentioned often in any

of the categories.


Brand Promotion on Websites

Other brands, including Competitor 2 and

Competitor 3 have a page on the website

about who they are as a company, what their

products mean, and what they’re made of.

They’re transparent and it’s a good way to

gain thought leadership and brand loyalty.


Competitive Website ExperienceSegmented categories allow users to quickly find what they’re looking for

Very comprehensive user experience

that allows consumers to select from a

variety of factors

Jarrow Website Navigation


Competitor 1

They offer education and marketing material for retailers. The company has tailored its business model to help the retailers selling its products. It is offering retail partners access to sales tools, including retail and consumer catalogs, banners and displays, window signs, shelf talkers and educational literature for customers and consumers.

The centerpiece of Competitor 1’s retailer education program is Competitor 1 University. This includes free educational programs, such as video courses and monthly webinars with industry influencers. Competitor 1 also offers facility tours, an annual open house and a number of free e-newsletters for their retailers.

Competitor 1 recently introduced it’s Competitor 1 Product-ology training program, available only to registered retailers through the Retailer Portal.

In addition to Competitor 1 University, which

provides educational tools and webinars for

retailers and their employees, Competitor 1

allows users to search for retail locations that

carry specific products.

On their search page, there is a “Search by

SKU” option:

Competitive Retailer ExperienceHow are competitors promoting and educating retailers?

https://www.nowfoods.com/Retailers/

http://www.now-university.com/

http://www.now-university.com/


Competitor 4

Competitor 4 is promoting its local and online

retailers through the “Store Locator” page.

They are prominently displaying links to the

store locator page on the main page, as well.

Within the Store Locator, users can see a

customized map, detailing all the locations that

carry their products. They are also including

links to featured online retail partners on the

page’s sidebar.

The Store Locator page is also using geo-

targeting so customers do not have to

manually enter their location. The page is

recognizing where the user is located and

populating the map based on their current

location.

Competitive Retailer ExperienceHow are competitors promoting and educating retailers?

Strategic Insights Study Competitive Analysis Sample

Marketing

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