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Evaluate Competitive Promotion Threat

Consumer Products Marketer

What we did
• Interviewed internal promotion group managers and field sales managers
• Conducted secondary research
• Interviewed promotional partners of competitors
• Interviewed industry experts

What we discovered
• Key competitors’ promotional program availability matched client offerings, with breadth and depth of promotion tactics at parity
• Competitors’ data analysis tools allowed promotion evaluation on a faster-turn basis than was realized
• Field sales personnel proved to be an excellent source of information about newly introduced promotional tactics

Strategy
• Provide audit of competitive promotional programs and tactics

Tactics
• Built landscape of competitive activity
• Reviewed 12 key promotional strategy areas
• Analyzed 8 different tactical components
• Compared presence of competitors’ promotional programs and tactics to company’s current program availability
• Furnished examples of competitive promotional offerings

Results
• Current portfolio of promotional strategies and tactics has been maintained
• Promotional data analysis capability has been strengthened

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