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

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