1. ASSIGNMENT RECAP

●      Conduct a category and competitor analysis within a chosen market category, focusing on one main brand and a competing brand.

●      Choose brands based on the availability of up-to-date data from platforms like SimilarWeb, SEMrush, or Rival IQ.

●      No specific market is mandated, allowing freedom to select any brands within the same category, provided the required data is available.

Suggested Structure:

+       USP

+       Corporate branding

●      Channels (website, fanpage,....)

●      Engagement

●      Values

●      CSR

●      KOL booking strategy

+       Executive Visibility/Thought Leadership

+       Market Education

2. KEYWORDS EXPLANATION

1.      SimilarWeb numbers and metrics indicate:

●      Domain ranking: The rank of the website globally and in its country based on total visits. Shows the site's relative popularity.

●      Website traffic: The total number of visits to the site over a period of time. Indicates the site's overall traffic volume.

●      Traffic Sources: Direct (direct URL visits), Organic (search engine), Social (social media referrals), Referrals (other sites), Email, Display Ads etc. Shows the main channels driving traffic.

●      Demographics: Details on the age, gender and other traits of the site's audience. Reveals who is visiting the site.

●      Visit Duration: Average time spent on the site per visit. Measures engagement.

●      Pages/Visit: Average number of pages viewed per visit. More pages indicates greater engagement.

●      Bounce Rate: Percentage of visits that leave after one page. Lower bounce is better.

2.      SEMRush numbers and metrics indicate:

●      Keywords Ranking: The number of keywords a site ranks for in top organic positions. More indicates greater SEO visibility.

●      Backlinks: The number of external backlinks to a domain. More quality backlinks signals greater SEO authority.

●      Site Audit: Technical/on-page optimization checks to improve SEO.

3.      Rival IQ numbers and metrics indicate:

●      Brand Mentions: The volume of brand name mentions and tags across social platforms. Measures brand awareness.

●      Brand Followers: Number of followers across Facebook, Instagram, Twitter, YouTube etc. Indicates social audience size.

●      Engagement Rate: Likes, comments, clicks etc. per post. Helps gauge audience interest and response.

●      Sentiment: Classifies brand mentions as positive, negative or neutral. Tracks brand perception and reception.

3. DETAILED EXPLANATION

1. USP

-        For this section, aiming for around 4-6 sentences would be appropriate to concisely yet effectively cover the key aspects.

-        This paragraph succinctly introduces the USP, compares it with competitors, and ties it to the brand's communication strategies and consumer perception.

Example:

-        Kiehl's emphasizes its heritage and natural ingredients, appealing to consumers seeking natural, scientifically-backed skincare solutions. In contrast, Clinique's USP is its dermatologist-developed, allergy-tested, and fragrance-free products, targeting consumers who prioritize dermatological health and hypoallergenic formulations. These differing USPs highlight how each brand strategically positions itself to cater to specific consumer preferences and needs in the competitive skincare industry.

2. Corporate branding

2.1. Channels

-        Website: Using SimilarWeb for website traffic and engagement analysis and SEMrush for SEO, PPC and competitor keywords.

-        Social media channels: Using Rival IQ for social media profiles - Provides overview of competitors' social media presence and followers.

Example:

Website Traffic and Engagement (using Similarweb)

 Although Kiehl’s has more website traffic (1.8M > 1.6M), Clinique outperformed Kiehls in all engagement rankings (ie. higher visit duration and pages per visit, lower bounce rate)

→ Clinique has better webpage experience