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| Closing the Competitive Gap | |
| BRAND HEALTH EVALUATION |
The Challenge
A food industry client was concerned about a key competitor’s recent surge in sales. The challenge was to determine what key messages from the competitor’s latest advertising campaign were impacting that sales lift and if the increase was capable of a long-term effect.
Our Solution
The Pert Group’s first step was to examine historical data to determine the brand equities that existed for the client brand and the competitor brand prior to the competitor’s ad launch. We then identify key drivers for each brand after the new advertising was on air.
Results
After comparing the key drivers and brand equities before and after the competitive campaign launched, we were able to prove that the new competitive advertising positively impacted certain brand perceptions that directly correlated to increased sales. However, further analysis revealed that these new advantages had a limited shelf life. The advantages were considered a short-term benefit that would not carry on into the next quarter.
Based on these results, the client held steady for a quarter rather than rushing out their own campaign featuring those equities. As predicted, competitor sales declined and the previous advantages that they held are now considered equally associated to both the client’s and the competitor’s brands.