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| COMPETITIVE MARKET ANALYSIS (CMA) How does your organization stack up in the market? Is your product getting the shelf space it deserves? How do your stores stack-up against the rival across the street? COMPETITIVE MARKET ANALYSIS (CMA) is not a mystery shopper service. We do no retian retired couples to shop a store to find if the sixteen year-old cashier smiles and says thank you. CMA offers retailers and manufacturers in-depth comparative market summaries highlighting your strengths and vulnerabilities. WHAT DOES CMA OFFER MANUFACTURERS? How much does your brand spend bringing a product to market and maintaining it as the consumer's top-of-mind choice? CMA will show you how well the retailer is executing you campaign. Fulfillment - Are you getting the shelf space, end-aisles and signing you derserve? Competitive Position - What are direct brand and store label products doing relative to your item. This includes pricing, positioning and co-op participation. Store Level Commitment - When asked do store personnel know where your product is located? If there is a special offer or promotion is it clearly displayed? Is your shelf position stocked relative to the competition? WHAT DOES CMA OFFER RETAILERS? You both sell milk, bread, corn flakes and chicken. What makes your store unique to a shopper? Paddington will target specific stores and their local competitors for an extensive review. Over the course of a month we will visit stores in the morning, afternoon, evening rush hour, late night and weekends. Our analysis will review; The Basics - Store hours, service departments and hours, available third party services, check-outs open number of customer in the queue and simple things such as are carts and baskets readily available. The Meat and Potatoes - Your customer are their to shop for something to eat. How well do you meet their needs? How does the variety, quality and uniqueness of your offerings measure up? In a nutshell do you have what the customer wants, how many options do you have and what do you offer the other guys don't. And the ultimate unique feature is price. Do you think you are price competitive? Our Market Basket will tell you how you stack up to the penny. The People - How are the stores staffed? Here we do count smiles and thanks yous, but also look to appraise general and specific knowledge, availabilty of supervisors and management, adherence to corporate guidelines and true enthusiasm. |
| 2004 Paddington Advertising Associates, Inc. |
| Paddington Advertising Associates, Inc. |