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Page 1: 3-1. McGraw-Hill/Irwin Copyright © 2005 by The McGraw-Hill Companies, Inc. All rights reserved. 3 Defining the Competitive Set

3-1

Page 2: 3-1. McGraw-Hill/Irwin Copyright © 2005 by The McGraw-Hill Companies, Inc. All rights reserved. 3 Defining the Competitive Set

McGraw-Hill/Irwin Copyright © 2005 by The McGraw-Hill Companies, Inc. All rights reserved.

3

Defining the Competitive Set

Page 3: 3-1. McGraw-Hill/Irwin Copyright © 2005 by The McGraw-Hill Companies, Inc. All rights reserved. 3 Defining the Competitive Set

3-3

Bases of Competition

I. Customer-orientedWho they are – competition for same budgetWhen they use itWhy they use it- benefits sought

II. Marketing-oriented: advertising and promotion

Theme/copy strategyMediaDistributionPrice

Page 4: 3-1. McGraw-Hill/Irwin Copyright © 2005 by The McGraw-Hill Companies, Inc. All rights reserved. 3 Defining the Competitive Set

3-4

Bases of Competition cont.

III. Resource-orientedRaw materialsEmployeesFinancial resources

IV. Geographic

Page 5: 3-1. McGraw-Hill/Irwin Copyright © 2005 by The McGraw-Hill Companies, Inc. All rights reserved. 3 Defining the Competitive Set

3-5

Levels of Competition

Diet lemon limes

Baseball cards

Fruit flavored colas

Coffee

DietCoke

DietPepsi

Diet-Rite cola

Bottled water

Lemon limes

Regularcolas

Beers

Juices

Wine

Fast food

Tea

Video rentals

Icecream

Product form competition: Diet colas

Product category competition: Soft drinks

Generic competition: Beverages

Budget competition: Food and entertainment

Page 6: 3-1. McGraw-Hill/Irwin Copyright © 2005 by The McGraw-Hill Companies, Inc. All rights reserved. 3 Defining the Competitive Set

3-6

Levels of Competition: Implications for Product Strategy

Budget

Generic

Product Category

Product Form

Competitive Level

Convince Customers that the Brand is Better than Others

Convince Customers that the Product Form is Best in the

Category

Convince Customers that the Product Category is the Best

Way to Satisfy Needs

Convince Customers that the Generic Benefits are the Most

Appropriate Way to Spend their Money

Product Management Task

Page 7: 3-1. McGraw-Hill/Irwin Copyright © 2005 by The McGraw-Hill Companies, Inc. All rights reserved. 3 Defining the Competitive Set

3-7

Energy Bar Competition

Odwalla Power Bar

Balance BarClif

Energy Bars

Snack/Health Bars

Healthy Snacks

Other Snacks

Nutrigrain

Bars Slimfast Bars Granola Bars

FruitsNutsJuice

CrackersChipsCandy

Page 8: 3-1. McGraw-Hill/Irwin Copyright © 2005 by The McGraw-Hill Companies, Inc. All rights reserved. 3 Defining the Competitive Set

3-8

PDA CompetitionLevel of

CompetitionDefinition Competitors Need Satisfied

Product form POAs Full-features Palm Pilot VIICompaq AeroCasioplus integrated communicationCassio Poeia

Personal information management plus

Product category PIMs Palm IIIRoyalCasio PV-100

PIM only

Generic computers Notebook/subnotebook

Paper-based solutions

IBMToshibaMany othersRolodexDay Timer

Other solutions to the above

Budget Business items costing $100-$1,000

Fax machinesPersonal copiersCellular phonesFurniture (e.g. Steelcase)

Page 9: 3-1. McGraw-Hill/Irwin Copyright © 2005 by The McGraw-Hill Companies, Inc. All rights reserved. 3 Defining the Competitive Set

3-9

Managerial Judgment of Competition

Markets Same Different

Product/Services

Same

Different

A

C

B

D

Page 10: 3-1. McGraw-Hill/Irwin Copyright © 2005 by The McGraw-Hill Companies, Inc. All rights reserved. 3 Defining the Competitive Set

3-10

Brand-Switching Matrix

Time t+1

A B C D E

A .6 .2 .2 0 0

B .2 .3 .4 .1 0

C .2 .3 .5 0 0

D 0 .1 .1 .5 .3

E .1 0 0 .4 .5

Time t

Page 11: 3-1. McGraw-Hill/Irwin Copyright © 2005 by The McGraw-Hill Companies, Inc. All rights reserved. 3 Defining the Competitive Set

3-11

Defining Competition with Brand Choice Data

Regular

All brands

RegionalNational

DietFamilybrand 1

Family brand 2

Cola Non-Cola

Page 12: 3-1. McGraw-Hill/Irwin Copyright © 2005 by The McGraw-Hill Companies, Inc. All rights reserved. 3 Defining the Competitive Set

3-12

Defining Competition with Perceptual Mapping•Moist

•Needs refrigeration

•Tapioca pudding mixLocal mix •

Pudding mix

Chocolate torte mix •

Dzer ta • •Jell-O

•Canned pudding

•Individual pie

•Hostess cupcakes

•Quick bread mix

Good for a coffee break •

As a formal dessert•

Homemade cake •Bakery cake

•

Homemade cookies

• Cheese cake mix

“Snackin’ Cake” mix •

• Frozen cake

• Layer cake mix

• “Stir’n Frost cake mix

Takes a long time to prepare •

Bundt cake mix •

Custard mix

Boston crème pie mix“Light Style” cake mix

Coffee cake mix •

Bakery cookies •Pillsbury cookie dough •

Cookie mix •

•

•Easy to carry with meIn my school work lunch •

• Between meal snack

•Pepperidge Farm cookies• Oatmeal cookies

• Frozen pie

• Homemade pie

Date bar mix •

Brownie mix •

••

Page 13: 3-1. McGraw-Hill/Irwin Copyright © 2005 by The McGraw-Hill Companies, Inc. All rights reserved. 3 Defining the Competitive Set

3-13

Methods Versus Competition Levels and Information Required

Page 14: 3-1. McGraw-Hill/Irwin Copyright © 2005 by The McGraw-Hill Companies, Inc. All rights reserved. 3 Defining the Competitive Set

3-14

Enterprise Competition in Financial Services


12-1 McGraw-Hill/Irwin

16-1 © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

© The McGraw-Hill Companies, Inc., 2003 McGraw-Hill/Irwin

Local Marketing in Mature Markets Chapter Eight. Irwin/McGraw-Hill ©The McGraw-Hill Companies,, Inc., 2000 Irwin/McGraw-Hill ©The McGraw-Hill Companies,,

McGraw-Hill/Irwin © 2005 The McGraw-Hill Companies, Inc. All

McGraw-Hill/Irwin © 2009 The McGraw-Hill Companies, All Rights Reserved Copyright © 2010 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin

Chapter McGraw-Hill/Irwin Copyright © 2008 by The McGraw-Hill

Irwin / McGraw-Hill

1 McGraw-Hill/Irwin © 2006 The McGraw-Hill Companies, Inc., All Rights Reserved. Chapter Seven McGraw-Hill/Irwin © 2006 The McGraw-Hill Companies, Inc.,

McGraw-Hill/Irwin Copyright © 2004, The McGraw-Hill Companies

© The McGraw-Hill Companies, Inc., 2002 McGraw-Hill/Irwin

McGraw-Hill/Irwin©2007, The McGraw-Hill Companies, All Rights ReservedMcGraw-Hill/Irwin©2007, The McGraw-Hill Companies, All Rights Reserved Essentials

McGraw-Hill/Irwin Copyright © 2008, The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin Copyright © 2008 The McGraw-Hill Companies, Inc

McGraw-Hill/Irwin ©2005 The McGraw-Hill Companies, All rights reserved ©2005 The McGraw-Hill Companies, All rights reserved McGraw-Hill/Irwin

McGraw-Hill/Irwin Copyright © 2008 The McGraw-Hill Companies

Irwin/McGraw Hill The McGraw-Hill Companies, Inc., 2000 · Slides by Matthew Will Chapter 2 Irwin/McGraw Hill ©The McGraw-Hill Companies, Inc., 2000. Irwin/McGraw Hill ... " Tools

Personal Selling © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

McGraw-Hill/Irwin McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved

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© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin McGraw-Hill/Irwin Copyright © 2010 by The McGraw-Hill Companies, Inc. All rights reserved

Chapter 10 · Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 2001 $ Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc.,

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10-1 McGraw-Hill/Irwin

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12-1 McGraw-Hill/Irwin © 2012 The McGraw-Hill Companies, All Rights Reserved McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All

Relevant Costs for Decision Making - NELY BACHSIN BLOG · PDF fileChapter Thirteen . McGraw-Hill/Irwin ... McGraw-Hill/Irwin Copyright © 2008, ... McGraw-Hill/Irwin Copyright © 2008,

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4 1 Irwin/McGraw Hill

© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin