All marketing teams should use the following outline to record marketing research information on the competition and the competitive environment where the advertisers products will be sold.

If you have the time and resources, it is best to create a war room that collects as much marketing information as possible and pins it to a wall. The following information can be pulled from market research reports, magazine readership reports, competitor spec sheets, white papers, website, print advertisements, direct mail pieces, catalogues, etc.

I. Market Information

A. The Marketplace

1. What are we selling?
2. What competes with us directly? Indirectly?
3. What are the current trends in the marketplace?

B. Competitive Arena

1. Number and size of key competitors
2. Dollar size of market (total universe)
3. Unit size of market
4. Sales trends (dollars and cents)

C. Competitive Profile (For each major competitor)

1. Product/Service/Brand Name(s)
2. Strengths
3. Weaknesses

II. Consumer Information

A. Market penetration
B. Purchase frequency
C. Usage characteristics
D. Demographics
E. Lifestyle/Attitudes
F. Attitudes/Perception of Products/Brands
G. Awareness of brands and advertising

III. Competitive Advertising Analysis

A. Key message/selling theme
B. Perceived position in the marketplace
C. Historical spending ($/market)
D. Tonality of advertising
E. Other support programs (direct marketing, public relations, etc.)

IV. Client Information

A. Business objectives and plans
B. Marketing objectives and plans
C. Strengths
D. Weaknesses

V. Advertising Objective

The advertising objective should determine what is trying to be accomplished with the communications program. What are we trying to achieve with the advertising dollars for the brand (i.e. change attitudes, create awareness, increase usage, gain share)?

VI. Open Issues

After all of the information is analyzed, there may be significant knowledge gaps. These must be identified and a plan for filling them developed.