Category/Market Dynamics Checklist

What it is:

This asks you to define the market your brand competes in and characterise the key aspects of the market. You may define the market as broadly or narrowly as you wish; you may also consider whether you should recontextualize the market your brand competes in.

What its for:

To define the correct competitor market for the brand and to isolate its key characteristics.

How to do it:

Use quantitative market research and industry sources.

Checklist:

• Size of market?
• Market maturity?
• Relationship with other categories?
• Brand shares?
• Market segmentation?
• Price dynamics?
• Weight/frequency of usage?
• Trade role?
• Category news/introductions?

• Size of market?

• Market maturity?

• Relationship with other categories?

• Brand shares?

• Market segmentation?

• Price dynamics?

• Weight/frequency of usage?

• Trade role?

• Category news/introductions?