I.  OVERVIEW - The Big Picture

      A)   DEFINE THE UNIVERSE - The Total Marketplace

            -  What does my product do?

            -  What are all other products/services that compete -

               *      Directly and indirectly

               *      Intentionally or incidentally

               *      Formally or informally (i.e. homemade/home remedy)

      B)      ORGANIZE THE FRAME OF REFERENCE

            -      Define the subsets of the universe, i.e.:

               *      Channels of distribution

               *      Product forms/flavors/colors, etc.

               *      Regional differentiations

               *      Seasonal

               *      Price

               *      Quality

               *      Point in usage cycle, e.g. dryer-added versus washer-added fabric softener

           -   Identify the consumer/manufacturer basis for subset evolution/existence

            -  Use Matrix if pertinent

 II.      COMPETITOR TRACKING

      A)      MANUFACTURERS

            -  Financial status and resources - 10K, annual report, etc.

            -  Priorities and strategic plans

            -  Those with competing products today and those with ability/likelihood of competing

      B)      "ORDER OF BATTLE"

           -   Opposing leaders, structure, organization, etc.

           -  Track their marketplace actions/reactions, learn how they think, predict what they'll do

III.      COMPETITIVE PRODUCTS TRACKING

      A)      PRODUCT

            -    Consumer benefit(s) - direct and ultimate

            -    Ingredients/formula

            -    Strengths/weaknesses

            -    Cost of Goods

            -    Technology status

      B)      POSITIONING

            -  Consumer need addressed

            -  Significance of need

            -  How well does product meet need?

      C)      PRICE/SIZE

            -  What are they?

               *      Manufacturer and retail?

               *      Everyday and deal?

               *      Consistent with category?

            -  ROI/profitability for trade

            -  Consumer Value

            -  Pricing Strategy

      D)      PACKAGING

            -  Copy/labeling

            -  Consumer considerations

            -  Trade considerations

      E)      DISTRIBUTION

            -  By channel of Distribution

            -  By SKU

            -  How sold, i.e. in-house, broker, etc.?

      F)      ADVERTISING

            -  Copy - strategy

            -  Executions

            -  Relate to positioning

            -  Claim supportability (challengeable?)

      G)   MEDIA

            -      Strategy

            -  Plans

               *      Spending

                  -      S.O.V. (Share of Voice)

                  -      Absolute $

               *      Media

               *      Day part

               *      Target audience

               *      Seasonality

               *      Regionality

               *      Delivery - weight

            -      Supporting current business or developing new business

      H)      PROMOTION (TRADE AND CONSUMER)

            1)       STRATEGY

                  -      Trial

                  -      Pantry stocking

                  -      Continuity

                  -      Etc.

            2)       PLANS

                  -      What are they?

                  -      Why are they - objectives?

            3)       PROGRAMS

                  -      Specific details

                  -      Track:

                        *By market

                        *By time period

                        *By type/amount/etc.

              -   Measure results - learn as much from competitive tests/efforts as they do, and as we do from our own tests

            4)       SPENDING

                  -      Absolute $ and per case/% sales

                        *Total brand

                        *By SKU

                        *Geographically

 IV. PRO-FORMA FINANCIALS

      By Brand and Company

      -     How profitable is the other business?

      -     Is it investing or harvesting?

      -     What resources are available to reinforce this business if you put pressure on?

  V. STEP OUT OF THE BOX

      A)   If you were managing the competing brand, what would you do with it?

      B)   Should you preempt with your business?

   C)   What initiatives/opportunities do the other brands' successes and/or failures suggest you should do or not do with your business?