IMCP: Researching the Competition


Dr. Randall Hansen's Integrated Marketing Communications Program (IMCP)

Developing an information database on all key competitors is an extremely valuable tool and a key component of any IMC plan.


Researching the Competition

The first step in researching the competition is developing a list of key competitive products/services. Be sure you identify all types of competition, not just the obvious (or client-provided) competition.

Once you've identified a core group of competing products/service, you'll want to develop profiles of each with information such as:

  • product/service basic information (availability, pricing, etc.)
  • product/service strengths/weaknesses
  • product/service positioning
  • product/service target market(s)
  • product/service key benefits


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