The first step in any successful growth strategy is knowing where and how to compete. We achieve this through what HRCP calls your brand's Competitive Frame: a view of your market that reveals the sources of revenue for your brand.
Unlike other growth strategy consultants, our proprietary Competitive Frame approach is based not on recollective or attitudinal data, but on actual consumer behavioral data. A clear understanding of how the consumer behaves—and why—is a critical platform for creating advantaged growth strategies. Here's how we do it.
- Usage Domain
We collaborate with clients to define what is known via hard data about the consumer's actual product usage and purchasing behaviors. We employ proprietary models and analytics to create a "usage domain" that defines the market very broadly and creates a picture of where, when and how the consumer uses the product to meet specific needs.
- Purchase Structure
We then create a "purchase structure" that drills down into the purchase behavior of a specific segment. This provides a more granular understanding of each segment and reveals the drivers of consumer choices by organizing switching patterns to identify the attributes that most strongly drive consumer loyalty. This reveals the relative importance of brand equity, form, flavor, product type, specific benefits, size and other attributes in driving purchase behavior.
Finally, we integrate the Usage Domain and Purchase Structures with information on consumer need states, attitudes, consumer segmentation, brand equity, and other factors to determine why consumers behave the way they do. This integrated model of the market, called a MarketMap, precisely explains what consumers are doing and why.
This integration process develops a clear, behavioral data-based direction regarding where and how a particular brand should compete. This competitive framework provides the insight needed to develop a growth strategy that delivers real financial results.