Success Stories | Consumer Goods & Retail

Building a brand’s battle plan using competitive intelligence

We needed to keep a close pulse on the competitive landscape and follow its rapidly changing dynamics. With the Customer Intelligence Tracker and War Game workshops, Escalent helped us gain fresh insights on competition, strengthening our readiness to react and enabling us to stay ahead of market trends.

Business Issue

A Fortune 500 consumer goods giant found itself unprepared for a wave of innovation in its market and suddenly saw an uptick in competition from both old and new players. The company quickly saw an impact on its business and needed a way to both track competitor product launches and assess the impact on market share. Moreover, they faced the additional challenge of limited internal resources and a complex internal matrix structure that resulted in scattered access to market information.

What We Did

This client needed a battle plan built on competitive intelligence. Escalent set up war game scenarios, then ran a series of strategy workshops to help clients make crucial decisions for each scenario. We set up a dedicated team to monitor and assess global and local competition on a quarterly basis to help the client get a 360-degree view of the competition.

We monitored each player across sub-segments – evaluating their manufacturing and sourcing horizons, analyzing their financial performance, tracking product launches, innovations, IP & R&D investments, assessing their go-to-market strategies, recent activities, and growth-plan, and scanning their social media and e-commerce platforms.

Result

Based on our competitive intelligence tracking, the client built a dynamic strategic plan based on expected competitor behavior. We then doubled the coverage from eight close competitors to sixteen. We expanded the depth of information, covering more than 25 players’ variables, including patents, product launch pipeline, go-to-market strategy, pricing, social media reviews. Through ongoing competitive intelligence, our client could adjust strategy in real-time, rebuild market share, and better position itself for future battles. Ask us about our competitive intelligence capabilities.

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