The “Competitive Intelligence” report provides estimates of the advertising and commercial budgets spent by the companies in each market during the simulated period.
Competitive Advertising. Estimated competitive advertising budgets are given by firm, brand and consumer segment. The breakdown by brand and consumer segment is also provided. All brands marketed in the current period are included in the study, except private labels. See Figure 31 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. Estimated merchandising budgets and sizes of commercial teams are given by firm, brand and channel. The breakdown by brand and channel is also provided. All brands marketed in the current period are included in the study, except private labels. See Figure 32 for an extract.
Figure 31 – Market Research – Competitive Advertising – Brand expenditures
Figure 32 – Market Research – Competitive Commercial Team – Size by firm and channel