Company Analysis

Case Study: In-depth analysis of market competition


A client wanted an in-depth analysis of one of its main competitors, operating in four of its key markets. A key focus was brand portfolio and innovation strategy.



Iridium integrated several data sets (including retail audit and product launch tracking) to produce brand portfolio and NPD insights, including:

  • The shape of the brand portfolio by price point and sales
  • Which brands and variants have been the main winners for the company (and losers)?
  • Which new product launches have been the most successful and how much value have they added?



The Benefits

Using the insights driven from the data analysis, the client was able to:

  • Understand the likely investment priorities across the competitor brand portfolio, at a local level
  • Build scenarios of possible next moves, and develop a set of responses
  • Use these outputs to help drive decision-making for annual and strategic business planning