The “Competitive Intelligence” report provides estimates of the communication and commercial budgets spent by the companies in each market during the simulated period.
Competitive Communication. This study estimates the competitive communication budgets given by firm, by product and by customer segment. The breakdown by product and customer segment is also provided. All products marketed in the current period are included in the study. See Figure 30 for an extract of this study.
Estimated Communication Dimensions and Message Quality. This section provides an estimate of the dimensions that have been used by all brands in their communication, as well as an estimate of the message quality. Higher message qualities are obtained with higher advertising research budgets.
Competitive Commercial Team. This study estimates the size of competitive commercial teams and how the teams are allocated to products and channels. All products marketed in the current period are included in the study. See Figure 31 for an extract.
Figure 30 – Market Research – Competitive Communication – Product expenditures
Figure 31 – Market Research – Competitive Commercial Team – Size by firm and channel