PRODUCT MANAGEMENT

ASSIGNMENT 1 – Competitor Analysis

Each student will be assigned with a brand on which he/she needs to do an exercise of Competitor Analysis -

Desk Research

1. Identification of Direct Competitors – List the Brands which are competing directly against your given brand (For
example, Maggi and Yippee)
2. Indirect Competitors - List the Brands which are addressing the generic need ( For example, Maggi Atta and Quaker
Oats)
3. New Product Launch – Identify a direct competitor which is recently launched by it’s manufacturer (in last one year)
– This may include addition of a new variant , a brand extension , a repositioning communication , revised pricing.
Find out Inaugural Offer from the brand to the Consumers
4. Product Comparison – Compare the Features Attributes and Benefits between the assigned brand and it’s direct
competitor with regard to the entire range. Here the student need to study the commercials and marketing
communication of the Brands to make a comparative assessment – Students to write their views on the
comparative study.
5. Pricing Strategy – Price Skimming or Penetration pricing –What has been the pricing strategy of the assigned brand
vis-à-vis it’s nearest competitors? Comparison in terms of Price Points with each equivalent variant and Pack size.
6. Channel Strategy – Types of Channels – Comparative channel options used by the brands Multi Branded
Outlets/General Trade/ Modern Trade /Exclusive Stores/ On-line availability
7. Promotional Strategy – ATL - Television Commercials/Print Ads – Conduct a comparative study between two
commercial one on either brand (either from Broadcast or Print Media) – How these brands are projected by their
manufacturer and what is their desired position in the consumer’s mind? Which segments does the either brand
targets?
Field Research- Counter Visit - No separate day would be given
1. The students need to find out consumer promotions conducted by the company in terms of discounts / free
gifts/coupons
2. The students need to find out trade promotions conducted by the company in terms of discounts bonus offers/
Bulk discounts / free gifts
3. The student should understand the perception of a retailer on the either brands (the brand given and its
nearest competitor) unless it is an Exclusive Showroom
4. For exclusive showrooms the student should be visiting showroom of both the competitors (for example,
Maruti and Hyundai) and identifying competing strategies of promotion like display/personal selling/ Promo
offers.
5. Conduct the consumer research to understand the buyer perception attitude and behavior towards the brand.
How the consumer associates with the either brands (the brand given and its nearest competitor)?
6. Visit at least 10 retailers to understand the current sales of the either brands (the brand given and its nearest
competitor) at equivalent variants and pack size? Assess the impact of push strategy from the retailer and pull
created by the Brands.