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Category Analysis - Market Share Shifting |
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Question
My market share is eroding - who is taking it away?
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Challenge
A client, the leader in a highly price sensitive (commodity like) category, needed to assess whether their view of category segmentation and product classification needed to be changed due new competitors and competitors' product introductions during the most recent months. The category margins had been high enough to invite two new players into the category. The client needed to know, whether the competitive dynamics within and across the segments still held true.
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Solution
We employed our "share shifting analysis" for this category dominated by five of 20 manufacturers. This numerical methodology analyzes the share trends and dynamics within a set category.
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Outcome
Using the findings the client was able to reset the competitive set for their products and respective segments. Furthermore, they were able to verify the cannibalization caused by their own product introductions. The information presented was used by the client to re-align the marketing strategy of their flag-ship brand.
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