As part of competitor analysis, we put every possible detail about your rivals on the table. For example, each competitor’s:
TOWS tells you what to do.
“Even the best idea, the most creative campaign without budget behind it, stays just an idea.”
As Jack Trout and Al Ries put it in their classic Marketing Warfare, marketing is war. And in this war, winners aren’t those with the best idea but those who are best prepared.
Here’s the truth:
“Budget = Troops = Firepower.”
And if your budget is small, there’s only one place to hit: your competitor’s gap.
Does the big fish always swallow the small one? If the small fish knows what it’s doing — no!
“The best defense is a timely move.” The role of a market leader is defense — but not passive waiting, an active defense.
“You can’t win the whole field, but you can take a hill.” Guerrilla warfare is about hitting a niche target with a clear message intense, but short-lived attacks.
Brand Awareness
Aided Recall: The “Have you heard of brand X?” question — when the answer is yes.
Unaided Recall: The spontaneous answer to “Which brands do you know in this category?”
Top-of-Mind Awareness: The very first brand a consumer mentions. The most valuable level of awareness.
Trial Rate (Penetration)
The percentage of the target audience that has tried the brand. In other words: “How many people have tried you at least once?”
Repeat Purchase Frequency
The first purchase isn’t enough. For a brand’s performance to last, it must be chosen again. That’s why marketing plans should be shaped around this metric.
Purchase Frequency
How often consumers choose you within a given period. A performance metric that must be tracked.
Purchase Quantity
How much a consumer buys from you in a single purchase cycle — in units, grams, or liters.
Brand Loyalty Rate
This isn’t a feeling. It’s a mathematical fact.
Product development is the heart of marketing. But it’s not a one-off line it’s a cycle.
This cycle has eight stages and with every new product, it starts all over again.
