Mapping a rival’s brand ecosystem to guide market strategy
Posted by | Fuld & Company
Introduction
A global leader in hygiene services engaged Fuld to deliver competitive intelligence on a key rival and its portfolio of sub-brands. The client needed a clearer view of how this competitor was executing its US strategy to support business growth and defend market share.
Objective
The company wanted insight into a competitor’s sales models, pricing, customer retention, and use of sub-brands. The goal was to create a fact base to guide market positioning, account management, and future growth planning.
Solution
Fuld analyzed how the rival’s sub-brands operated, each with its own approach and a degree of independence. By connecting these elements, we built a view of how the brand ecosystem functioned, including customer retention, market coverage, and account handling, and translated those insights into strategic options for the client.
Research design
Fuld’s approach combined qualitative and secondary research methods to build a rounded view of the competitor’s operations and market strategy including:
- Expert interviews with recent former operators and leaders
- Targeted secondary research drawing on industry sources and digital signals
Results and impact
The research provided the company with a consolidated view of its competitor’s strategy and operating model. Findings highlighted how the rival balanced local execution with national account strategies and leveraged its brand portfolio to maintain customer loyalty and extend reach. These insights offered a stronger foundation for growth and defense planning, shaping actions on market positioning, pricing, and account management.
Tags: Competitive Intelligence, Competitive Strategy, Consumer Products & Retail, Market Analysis
