In an increasingly demanding environment, fast moving consumer goods (FMCG) companies are turning their eyes towards digital, overlooking or ignoring the monitoring of their competitors’ brochures. Big mistake. Knowledge and continuous tracking of the competition’s actions is a determining factor in the development of a successful strategy.
Let’s live in the present moment and plan for tomorrow. There are many companies that continue to use the brochure as an almost structural tool in their promotion, since it serves very defined groups and purposes, and yields results. So why not dig into your metrics? And, already: why not take advantage of the services of specialized companies to know the behavior of the competition in real time?
Information (data captured and analyzed) only acquires real value when it is used intelligently. And it can be in the physical or tangible medium par excellence (the brochure) or digitally, of course. The analysis of different metrics greatly facilitates the work of companies. At FOCUS we have identified a series of factors that support this first option:
1. Strengthening the position in the market: having updated information on the competition is a notable competitive advantage, as it not only allows you to adjust the business strategy assertively but also respond in a timely manner to variables such as prices, offers and market niches;
2. Profitability of offline and online channels: analyzing the competition’s brochures – physical or digital – in a professional and intelligent manner allows us to understand their commercial strategies, their successes and errors, and act accordingly, rationalizing our own resources;
3. Identification of trends and study of new business opportunities: intensively monitoring the brochures where the competition appears allows us to observe the trends that are imposed in the market and, thus, identify new business opportunities.
Given these arguments: Doesn’t it seem appropriate to talk to a leading market intelligence company like FOCUS? The possibility of receiving updated, segmented information ready to take actions that strengthen your company’s position in the market, make its channels profitable and identify trends that could become business opportunities is something truly valuable and would also allow you to free yourself up to concentrate. fully in your core business.
Does your company already work with marketing research? Does your dedication to core business leave you time to exploit this business avenue? We would like you to share your experiences and ideas in the comments section.
