Beating the Competition at Their Own Game

The Challenge:

A market leading display technology client was expanding their product line so they could pursue a higher end segment of the category, where they had no presence.  While their new line had compelling benefits vs. products currently on the market, the client knew they would face stiff competition from well-entrenched companies already serving that segment. So how could they succeed against these foes?   

The Approach:

Skoping started by gathering publicly available information about the competitors and began developing detailed profiles about each of them. We then conducted interviews with customers within the target market segment as well as the distributors and resellers that served this market.  Beside filling in some data gaps, this allowed us to assess the competitors’  strengths and weakpoints, perceptions about the brands and what factors would motivate customers and channels to adopt and support our client’s new products.  We also got a better understanding of the tactics used by competitors in response to previous product launches.

The Result:

Skoping delivered complete profiles of the top competitors to our client, benchmarking where our client had advantages to exploit when they launched the product and where they had gaps and were vulnerable to counter-attack by the competitors.  We recommended the key offerings and messaging to utilize to appeal to the customers and channel partners.  We also developed scenarios of the mostly likely responsive moves that the top 3 competitors would take when the product was launched, and identified both pre-emptive tactics and fast responses that our client could take to neutralize the competitor’s efforts 

The Bottom Line:

The client used this information to develop compelling messaging, channel incentives and more competitive service offerings, and had counter-measures in-place when they launched the product.  These moves proved successful, as the client quickly grew to the #2 share position within one year, taking significant share from several competitors. 

Skoping’s expertise in the technology sector covers many areas, including IOT, printing, scanning, retail/POS systems, augmented reality, application software and web-based solutions.

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