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How Power Metrics enabled quick monthly competitive analysis of 33 Brands
Our client
One of the largest FMCG companies that works with pastry and confectionery, among other categories. We’ve been working with a client's subsidiary
for over 3 years, so we landed this project based on internal endorsement.
Client objective
In August 2020, our client’s digital team leadership saw a change. New leader requested Convergent to deliver competitive analysis research to assess quickly current market situation and to update the marketing strategy.
Our client

One of the largest FMCG companies that works with pastry and confectionery, among other categories. We’ve been working with a client's subsidiary for over 3 years, so we landed this project based on internal endorsement.

Client objective

In August 2020, our client’s digital team leadership saw a change. New leader requested Convergent to deliver competitive analysis research to assess quickly current market situation and to update the marketing strategy.
Data Collection
Data Collection
We were collecting data (both quantitative and qualitative)
for four digital channels. We also monitored the client brands
to be able to assess their visibility on the market.
We were collecting data (both quantitative and qualitative) for four digital channels. We also monitored the client brands to be able to assess their visibility on the market.
No precise data on competitors’ traffic
There are a number of services that allow you to assess the competitors’ traffic. But none of them yields any precise data due to the lack of direct access to the branded websites, mining of the data from third-party sources or simply forecasting based on competitors’ activities.

However, we did have all the precise data for the client’s brands.

For monitoring, we compared data only from open sources for competitor and client brands. Thus, we were able to assess all the brands with the same degree of precision,
and the client received a comparable outlook on his brands’ digital activity on the market.
No precise data on competitors’ traffic

There are a number of services that allow you to assess the competitors’ traffic. But none of them yields any precise data due to the lack of direct access to the branded websites, mining of the data from third-party sources or simply forecasting based on competitors’ activities.

However, we did have all the precise data for the client’s brands.

For monitoring, we compared data only from open sources for competitor and client brands. Thus, we were able to assess all the brands with the same degree of precision, and the client received a comparable outlook on his brands’ digital activity on the market.
Power Metrics
Power Metrics
We used over 15 metrics to monitor the data, and each metric was measured in different units. To get a unified scale of comparison, we invented a power metric to measure the state of competition in the product categories and to visualize all brands’ digital activity at a single glance.
The power metric is based on the scale method: each indicator is evaluated on a scale from 0 to 5. Ranging competitors’ activities, we could compare different presence channels’ efficiency within the framework of the brands’ digital strategies.

Our formula reflects indicators and current industry benchmarks. For instance, online and offline promotion is more significant for FMCG than active social media accounts.
We used over 15 metrics to monitor the data, and each metric was measured in different units. To get a unified scale of comparison, we invented a power metric to measure the state of competition in the product categories and to visualize all brands’ digital activity at a single glance.

The power metric is based on the scale method: each indicator is evaluated on a scale from 0 to 5. Ranging competitors’ activities, we could compare different presence channels’ efficiency within the framework of the brands’ digital strategies.

Our formula reflects indicators and current industry benchmarks. For instance, online and offline promotion is more significant for FMCG than active social media accounts.
Result
Result
The monitoring project went on for five months, between August and December 2020. We prepared five detailed reports on all the competitors in the industry. The power metrics allowed us to present the evolution of competition in three charts, providing an instant insight into the digital presence of the brands.
The monitoring project went on for five months, between August and December 2020. We prepared five detailed reports on all the competitors in the industry. The power metrics allowed us to present the evolution of competition in three charts, providing an instant insight into the digital presence of the brands.
Chart 1

Digital activities assessment: evaluating
all the brands’ dynamics over several months
This chart represents the brand’s overall activity in digital, over a certain period of time.
Chart 1

Digital activities assessment: evaluating all the brands’ dynamics over several months
This chart represents the brand’s overall activity in digital, over a certain period of time.
Chart 2

Overall assessment of digital activities
in a brand category in August 2020
It represents the activities of the brands by frequency of choice.
Chart 2

Overall assessment of digital activities in a brand category in August 2020
It represents the activities of the brands by frequency of choice.
Chart 3

Overall assessment of digital activities
in a brand category over several months
Chart 3

Overall assessment of digital activities in a brand category over several months
Apart from that, the report included the following:
Apart from that, the report included the following:
1
Summary on each
of the following categories:
  • Cookies
  • Chewing gum and lollipops
  • Candy
  • Chocolate candy
  • Chocolate
  • Candy bars
  • Other
2
Detailed qualitative research of each category
3
Detailed qualitative research of each brand
1
Summary on each
of the following categories:
  • Cookies
  • Chewing gum and lollipops
  • Candy
  • Chocolate candy
  • Chocolate
  • Candy bars
  • Other
2
Detailed qualitative research of each
category
3
Detailed qualitative research of each
brand
Results
Results
This detailed competitor research gave the client insight into the main trends on the confectionary market. The power metric allowed us to compare the behavior of given brands and to evaluate their digital activities in different aspects.
Competitors’ activity monitoring helped the client reach their major goal: quick dive-in to the market and overview of realistic outlook of brands activities in digital. The speed and accuracy of the state of the market data were two major gains in adjusting the client's marketing strategy.
This detailed competitor research gave the client insight into the main trends on the confectionary market. The power metric allowed us to compare the behavior of given brands and to evaluate their digital activities in different aspects.
Competitors’ activity monitoring helped the client reach their major goal: quick dive-in to the market and overview of realistic outlook of brands activities in digital. The speed and accuracy of the state of the market data were two major gains in adjusting the client's marketing strategy.

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