Summary
A top-tier US-based asset management firm was concerned about its distorting core brand positioning & value and hence wanted to assess competitors’ marketing strategies and product promoting campaigns to revamp its strategic roadmap so as to strengthen its core brand positioning and to retain a strong competitive edge in its core space.
Evalueserve's Asset & Wealth Management Competitive Intelligence team helped assessing competitor’s marketing approaches across traditional and emerging media channels and devising strategic themes behind their campaigns. The client was provided with strategic moves for strengthening its core brand positioning. Competitive Intelligence analysis uncovered substantial improvement in client acquisition & retention/ conversion rate.
The Challenge
The asset management firm needed deep visibility into its competitors’ marketing strategies and product promoting campaigns. The key challenge was to study the shifting advertising landscape to evaluate the impact of their campaigns on client’s own brand positioning & value by carrying out a deep analysis for strategically revamping its own marketing approaches.
The firm wanted to analyze strategies meticulously across the channels including Television, Print, Digital (Website, Mobile, Online Video & Online Display) as well as Radio to realize the impact exclusively so that it could optimize marketing strategy and initiatives very precisely, aiming at strengthening its core brand positioning/ retaining a strong competitive edge in its core space.
Our Solution
Our team proposed a three-phased approach to help the client understand its competitors’ marketing strategies thoroughly and to revamp its own strategic roadmap.
In-depth Competitive Analysis
Strategic Themes Evaluation
Impact Assessment and Strategic Moves Identification
Phase 1: In-depth Competitive Analysis involved analyzing marketing ad spend and ad occurrences segregated across media channels and media types to identify specific patterns among competitors.
The process involved collection & analyzing marketing data from an ad tracking platform which provides near real-time ad monitoring & data, to produce a comprehensive yet streamlined analysis with universal taxonomy and unified view presenting a comparative view.
The analysis highlighted the advertising landscape of its competitors highlighting preferred media type or channel type in terms of ad spend and occurrences. The client was also able to easily identify the top ads by spend or occurrences.
Phase 2: Strategic Themes Evaluation process involved comprehensive study of hundreds of marketing campaigns and creative ads on individual basis, across media channels, to classify various themes among competitors and to identify those specific themes which were interfering with the client’s core brand value.
The evaluation process underlined critical avenues and assisted the client by providing a holistic view of top fifteen themes/ areas its competitors focus on. The client got the important intel about its competitors’ ads highlighting themselves as leaders in the client’s core domain and on how few of its competitors’ ads were directly targeting the client.
Phase 3: Impact Assessment process involved displaying of above identified relevant themes and ads by spend to research competitors’ fundamental focus. The assessment process also included considering public sources including competitors’ website, industry articles, press releases etc. for fetching additional information on competitors’ positioning itself as leaders and those targeting the client.
The assessment displayed competitors’ marketing perception and their impact on client’s brand value and positioning in its core domain by gaining insights on:
- Classification of new launches and updates in the industry and competitor level
- Competitor comparison on websites and in press releases
- Annual ads spend on competitors’ positioning itself as leaders and those targeting the client
Strategic Moves Identification process included devising impactful advertising opportunities by creating compelling messaging around core brand value & promising themes as well as picking media channel tactically.
The competitive intelligence pinpointed the strengths and weaknesses in competitors’ content strategies and resulted in highlighting gaps in client’s marketing strategy.
Evalueserve's Competitive Intelligence Solutions for Asset and Wealth Management Firms
Business Impact
The applied research provided deep visibility into competitor’s marketing approaches.
The assessment displayed competitors’ marketing perception and their impact on client’s brand value and positioning in its core domain.
The competitive intelligence helped client in gaining overlooked intel to multiple teams, including marketing, strategy, retail intelligence etc. The market study helped stakeholders to review and discuss the intel on timely manner, which helped inform their strategy.
