MKTG 111 – Group Assignment #1 - COMPETITIVE ANALYSIS

Conduct a competitive analysis of your product and four direct competitors. Use the table format below to provide details on the marketing mix for each of
them. Remember to edit your work carefully to ensure it is factually accurate, grammatically correct, and brief. This competitive analysis should also identify the
form of market segmentation used by each product (i.e. mass marketing, segment marketing, niche or individual marketing) as outlined in the text book. Make
sure that you clearly identify your product as well as its competitors in each of the column headings. Your competitive analysis should be done in this (landscape)
orientation and take up no more than 2 pages (i.e., one sheet of paper, front and back). Delete the highlighted instructions before submitting this.
YOUR PRODUCT Name: COROS OMNI HELMET NAME of COMPETITOR #2: NAME of COMPETITOR 3: NAME of COMPETITOR 4:

PRODUCT Coros Omni is a well shaped helmet

(identify the
designed to enhance safety and
features of
each product awareness. Its features include open-
and note any ear conduction system, LED taillight,
that are
rain, water, and sweat resistance
unique or set
with cool air ventilation and SOS
one apart
from the emergency alert. The helmet is
others) available in two sizes, and in four

different colours. The helmet comes

with 1 year warranty and

replacement options as well.

PRICE The helmet comes in very

(Identify affordable price. Its retail
price is $199.99. Omni uses
the typical
penetration price hence its
range of price is relatively lower than
price points most of other competitors.
for each Customers can make
product) payments online and directly
through nearest retailer shops
after buying helmet.
Additional charges on import
duties and taxes on
international shipping are
charged separately.
PLACE Distribution methods for
(Outline omni includes online
where the channels such as amazon
product can Walmart and also customer
be purchased, can buy the product
and note any
directly from COROS
important
retailing website COROS.com.
strategies that Customer can also reach
are used) for their nearest COROS
omni retailer through its
company official websites.
Coros Omni is currently
available in G7 countries
PROMOTION The company follows niche
(List the marketing segmentation
online and and hence targets adults or
offline commuter groups for
promotional selling its product. The
approaches
helmet was launched as
used by each
product such part of a crowdfunding
as websites, campaign on Indiegogo.
social media Where Indigogo backers
sites, sales received the variety of
promotions, early bird pricing. Which
events, increased helmet sale to a
sponsorships, great extant. Company also
advertising, promotes brand awareness
and public on many social media
relations)
platforms such as
Instagram, Facebook and
youtube etc as it uses cloud
marketing strategies.