Penton Digital Research Strategic Insights Study Competitive Analysis Sample

1. Strategic Insights Study
Client XYZ | October 1 – December 31, 2013
Client XYZ
Building a Marketing & Engagement Roadmap

2. Competitive Analysis
 Competitor 3
 Competitor 2
 Competitor 4
 Competitor 1

3. Pentonmarketingservices.com | 3
Competitive Share of Voice
Total mentions analyzed from October - December
2013:
Competitor 1 is talked
about a lot in regards
to their weight
management and
fitness nutrition
supplements, similar
to that of Client XYZ.
Though it has a small
percentage,
Competitor 4’s
sentiment is often
high, with consumers
talking about the high
quality of the product,
and that their vitamins
are “clean/organic”
which is important to
the younger
demographics.
Competitor 1 Food is
often recommended
as a very high quality,
well-priced, natural
brand.
39%
29%
24%
6%
2%
Share of Voice -
October - December 2013

4. Pentonmarketingservices.com | 4
Competitor 1
 Has Competitor 1 University, through which
customers can read articles, watch videos,
take courses which include the basics of
sports, digestive health, and numerous other
topics. This is extensive as it requires books
to be read.
 Other content on this website includes a one-
minute-to-wellness library that visitors can
see to play crossword puzzles about
antioxidants, watch videos.
E-NEWSLETTERS
A couple competitors have an e-newsletter that
is filled with industry and brand information.
 Competitor 4: Get the Whole Truth
Competitive Analysis Key Insights
What content are competitors using to appeal to their audience?

5. Pentonmarketingservices.com | 5
Competitive Key Insights
Competitor 1
 Often heralded for their natural and organic
products, as well as being cheaper than
many other natural brands.
 Moms mention buying them on amazon and
other online sites like Vitacost when there
are sales going on.
 Competitor 1 probiotic positive sentiment, the
majority of people say that it’s a very good
product and that the quality is high.
 Competitor 1 and Jarrow are the most often
recommended products in the health aging
category for men 50 and older. In this
category, Competitor 4 does not generate as
many mentions.
 Competitor 1 is also a popular natural brand
within the fitness communities. They have a
lot of vegan/vegetarian options, and the
availability is good as well as the cost.
Competitor 4
 Competitor 4 prenatal-
natural/vegetarian/gluten-free; very trusted
supplement, can take them on empty
stomach
 Competitor 4 is not heralded as a strong
competitor in the fitness category because
their price is too high.
 Weight management categories yield
recommendations around Competitor 4 and
Garden of Life because of their good
vegetarian and non-GMO brands.
Competitor 2
 Competitor 2 Alive! Was the product most
mentioned for this brand, discussed mostly
by women in the weight loss and fitness
categories.
Competitor 3
 This brand was not mentioned often in any
of the categories.

6. Pentonmarketingservices.com | 6
Brand Promotion on Websites
Other brands, including Competitor 2 and
Competitor 3 have a page on the website
about who they are as a company, what their
products mean, and what they’re made of.
They’re transparent and it’s a good way to
gain thought leadership and brand loyalty.

7. Pentonmarketingservices.com | 7
Competitive Website Experience
Segmented categories allow users to quickly find what they’re looking for
Very comprehensive user experience
that allows consumers to select from a
variety of factors
Jarrow Website Navigation

8. Pentonmarketingservices.com | 8
Competitor 1
They offer education and marketing material for
retailers. The company has tailored its
business model to help the retailers selling its
products. It is offering retail partners access to
sales tools, including retail and consumer
catalogs, banners and displays, window signs,
shelf talkers and educational literature for
customers and consumers.
The centerpiece of Competitor 1’s retailer
education program is Competitor 1 University.
This includes free educational programs, such
as video courses and monthly webinars with
industry influencers. Competitor 1 also offers
facility tours, an annual open house and a
number of free e-newsletters for their retailers.
Competitor 1 recently introduced it’s
Competitor 1 Product-ology training program,
available only to registered retailers through
the Retailer Portal.
In addition to Competitor 1 University, which
provides educational tools and webinars for
retailers and their employees, Competitor 1
allows users to search for retail locations that
carry specific products.
On their search page, there is a “Search by
SKU” option:
Competitive Retailer Experience
How are competitors promoting and educating retailers?

9. Pentonmarketingservices.com | 9
Competitor 4
Competitor 4 is promoting its local and online
retailers through the “Store Locator” page.
They are prominently displaying links to the
store locator page on the main page, as well.
Within the Store Locator, users can see a
customized map, detailing all the locations that
carry their products. They are also including
links to featured online retail partners on the
page’s sidebar.
The Store Locator page is also using geo-
targeting so customers do not have to
manually enter their location. The page is
recognizing where the user is located and
populating the map based on their current
location.
Competitive Retailer Experience
How are competitors promoting and educating retailers?