Value chain
Raw materials
Operations
Delivery
Customer acquisition
Customer retention
Competitor Analysis
ALIGNMENT AND INTEGRATION IS IMP
see specific competitors
Industry
evolution
click to edit
Product Positioning Matrix pg 28 pdf
fragmentation
overcoming
coping
identifying
barriers to entry
Segment
Mass Market
Place
Niche
SEE EXISTING STRENGTHS
note down strengths and weaknesses while reading
Brand Equity
Direct to consumer or intermediary
deciding how much ocontrol over channel
Company Strategy Fit
Relation with other company products
Financial Role
Cash Cow?
Long-term profit potential?
Consumer needs PG12
FMCG trends
millennial effect
Stats
digitla intimacy
Explosion of small brands (competitor analysis) $7.2 venture funding in last 4yrs - McKinsey
What millennials love
Personalisation
Convenience
sustainability and trsansparency
Consumers of most FMCG categories display a high degree of “repertoire behavior,” with no single brand determining a significant share of brand choice. More than 65% of consumers purchase multiple brands within the same category, and for some staples and indulgences, the share exceeds 80% -BCG
Less brand loyalty
ethics and CSR
creating experience, selling story
4 out of 5 Millennials say that they’re willing to alter their loyalty to specific brands if that means they can save money on their basic needs. (Consumer Connect)
5 forces (pdf pg 9)
Market Strategy (pg12)
73% millennials are willing to pay more for sustainable alternatives (Nielsen)