Varos Glossary

Product Marketing Competitive Analysis

What is Product Marketing Competitive Analysis?

Analyzing the items offered by your rivals might help you determine how you can best position your own business in the market. It allows you to assess the current interest in your product and devise winning methods.

  • Fears, desires, and needs are the three buckets into which consumer behavior falls in the simplest value proposition canvas for competitive analysis.
    For the sake of security, convenience, or utility, a consumer purchases an item. The product is broken down into its features, advantages, and user experience. Customers are more likely to make a purchase when they have researched the product, considered the advantages, and weighed any negative experiences they may have had with the company offering the goods.

    Analyzing the goods of rival companies may reveal how they address the concerns and meet the demands of your target market.

    You may learn a lot about how your rivals are selling and promoting their products by doing a competitive product study. Successful company strategies that surpass those of existing rivals may be put into place if this is done.
  • Knowing how your company's solution stacks up against the competition is crucial for finding success in a crowded market.
    Successfully assessing your rivals' goods to learn their strengths, shortcomings, and current market position is what competitive product analysis is all about.

How to do Competitive Product Analysis

  • Dig inside the web page.
    Investigating the website of a rival is a good place to begin your product competitive analysis. It's like having a quick and handy reference guide, full of information on the product that can be included in your evaluation. While a competitor's homepage, for instance, may provide light on their goals, the product page of direct competition is where the real actionable intelligence lies.

    The product pages are the most comprehensive resource you will find throughout your investigation. Investigate the core features, messaging, and use cases of competing products.
  • Examine your goods in comparison to the market.
    It's important to take a look at your own goods as well as the competition's while doing a competitive product analysis, but many companies forget to do so. To fully grasp the extent of your rival's talents, you must first have something to gauge them against, right? Analyze the product and its competitors to see where it differs from your own. By comparing your product to others, you may learn where it stands and where it might need improvement.
  • Collecting consumer comments.
    The best method of a competitive analysis is to speak with a customer of a competitor. You may learn a lot about the solution and the organization from this kind of direct input.

    Here's a perfect chance to do a win/loss analysis, the method of figuring out the factors that lead to successful or unsuccessful business transactions. You'll get a greater understanding of your industry and competitors after meeting with them, and you'll be able to share that knowledge with your staff.
  • Check out the evolution of the product to see where it's going.
    Keeping an eye on the goods and investments of your competitors might provide you insight into the future of your own business. Product management competitive analysis that shifts its focus on the future course of your competitor's product is way more valuable than one that only focuses on it now.
  • Pay attention to advertising.
    Keep the product's overarching marketing strategy in mind as you dive into the solution. Keep an eye on the way the company frames the product's advantages and main uses in their marketing materials, as this will disclose their strategy for increasing product demand. Category names, product slogans, positioning pillars, evidence, and so on are just a few examples of the kinds of details that need your attention.

    A well-implemented competitive research analysis will teach you a lot about how to position and sell your product.


The task of evaluating the goods offered by your rivals is certainly not an easy one. Successfully competing against firms that are always iterating and improving their offerings requires regular competitive product research. Always keep in mind that this is a continual process as new information becomes available, and keep your objectives and intended results in mind as you go.