Competitive Intelligence Gathering Should be a Year-Round Activity 5/4/2016
Johnny Carson would often say, “I did not know that,” when confronted with some unusual information or when he felt at a loss for words. This, however, is not an excuse any CPG product manager or respectful sales director should ever get away with. Yet I hear it quite often during meetings with manufacturers when we begin discussing the competitive landscape.
So, how does a product manufacturer gain a better understanding of their competitors or the market opportunities that may exist? Research.
Although this topic has been extensively written about, it remains quite elusive for many. Perhaps the memory of Johnny Carson’s phrase will remedy that. The trick is determining the “gaps” of information that may exist and then seeking ways to fill them.
Here are several examples of gaps I often hear about from manufacturers:
So the next time you hear someone on your team saying, “I did not know that,” let’s hope it is only a reference to the late, great Johnny Carson.
So, how does a product manufacturer gain a better understanding of their competitors or the market opportunities that may exist? Research.
Although this topic has been extensively written about, it remains quite elusive for many. Perhaps the memory of Johnny Carson’s phrase will remedy that. The trick is determining the “gaps” of information that may exist and then seeking ways to fill them.
Here are several examples of gaps I often hear about from manufacturers:
- What is the market share of XYZ manufacturer?
- Where does XYZ have distribution?
- When are promotions executed by XYZ and what do they look like?
- How do consumers respond to the messaging on the XYZ packaging, or in promotions, etc.?
- Who really buys XYZ and does it meet their entire need?
So the next time you hear someone on your team saying, “I did not know that,” let’s hope it is only a reference to the late, great Johnny Carson.
Suppliers -- Make the Most of Your EPPS Meetings! Hamacher Resource Group is offering a service that can help suppliers prep for their meetings at ECRM events. Click here for more information.
Dave Wendland is a 25+ year veteran of the consumer packaged goods industry and is passionate about optimizing the health, beauty, and wellness (HBW) retail experience for shoppers. A sought-after speaker for industry conferences and corporate events, Dave is also a regular contributor to HealthCare Distributor, Chain Drug Review, Drug Store News, Forbes Agency Council, and serves as a brain trust panelist for RetailWire.