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  • Competitor Intelligence Market Understanding ATL

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    Karan Sharma
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    The document discusses market intelligence and how it is gathered. It notes that market intelligence involves gathering competitive insight through analyzing competitors, products, pricing and trends. It also involves understanding the market through size, forecasts and segmentation as well as customer insight into brand preference, awareness and concerns. The document then outlines how market intelligence is gathered, including through secondary research, reports, surveys and visiting locations to collect data from the field on pricing, focus areas, and product information.

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    MI

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    The document discusses market intelligence and how it is gathered. It notes that market intelligence involves gathering competitive insight through analyzing competitors, products, pricing and trends. It also involves understanding the market through size, forecasts and segmentation as well as customer insight into brand preference, awareness and concerns. The document then outlines how market intelligence is gathered, including through secondary research, reports, surveys and visiting locations to collect data from the field on pricing, focus areas, and product information.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    6 views3 pages

    Competitor Intelligence Market Understanding ATL

    Uploaded by

    Karan Sharma
    The document discusses market intelligence and how it is gathered. It notes that market intelligence involves gathering competitive insight through analyzing competitors, products, pricing and trends. It also involves understanding the market through size, forecasts and segmentation as well as customer insight into brand preference, awareness and concerns. The document then outlines how market intelligence is gathered, including through secondary research, reports, surveys and visiting locations to collect data from the field on pricing, focus areas, and product information.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
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    of 3

    MARKET INTELLIGENCE

    COMPETITIVE INTERNAL MARKETING


    MARKET INSIGHT
    INSIGHT EFFICIENCY

    Competitor Intelligence Market Understanding ATL


    • Future Investments • Market Size (Can’t be measured)
    • Organizational Changes • Market Forecasts • Analyzing the
    • Corporate Strategy • Technical trends frequency Vis a Vis
    • Acquisitions • Segmentation Brand awareness
    • Key Executive Profiles BTL
    Product Intelligence Customer Insight • ROI
    • Brand Preference • Effective Activity
    • Pricing
    • Brand Awareness • Competitors
    • Product Introduction
    • Product Promotion • Brand Consideration Activities
    • Key Product Concerns • Conversions
    • Specs Comparison
    Data Collection
    • Pricing
    • Focus Area
    • R&D – Product
    HOW ??
    MARKET INTELLIGENCE

    COMPETITIVE INTERNAL MARKETING


    MARKET INSIGHT
    INSIGHT EFFICIENCY

    Competitor Intelligence Market Understanding ATL


    • Secondary Research • Designing Internal (Can’t be measured)
    • TMA Report Questionnaire’s for • Analyzing Internal
    • Through Competitor’s Job TBM’s, ABM’s, RBM’s data
    Profiles for ground level BTL
    insight • Analyzing Internal
    • Visiting Locations to data
    Product Intelligence
    data information for • Getting information
    • Data from internal
    regional offices from Area offices
    respective departments
    regarding
    such as Pricing, R&D, Customer Insight Compititors
    Branding • Information through
    activities
    Survey’s at dealer
    level for inquiries. Data Collection
    Information from Internal
    respective departments
    MI – Process
    Level 1 Level 2 Level 3

    Define Questionnaire Identify Insights Approval

    Gather Data Recommendations

    Organize Data Draft Report

    Filter & Analyze

    Prepare Findings

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