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  • Tool ID: 9001
  • Author: OliiR Academy

Competitive Strength Evaluation

The Competitive Strength Evaluation Tool is built to give Trade Marketing and Category teams a structured, disciplined way to objectively assess brand and portfolio strength versus competition in a defined category, channel, or customer environment.
$0.00
  • Tool ID: 9001
  • Author: OliiR Academy

Tool's Overview

The Competitive Strength Evaluation Tool is built to give Trade Marketing and Category teams a structured, disciplined way to objectively assess brand and portfolio strength versus competition in a defined category, channel, or customer environment.

It replaces inconsistent commercial debate with a defensible, evidence-based approach that produces clear decisions, repeatable methodology, and a foundation for future learning.

What This Tool Does

This tool enables Trade Marketing and Category teams to:

  • Evaluate competitive strength across clearly defined criteria
  • Compare own brands versus key competitors in a consistent format
  • Visualise relative strengths and weaknesses
  • Translate competitive assessment into actionable priorities

It moves the underlying commercial conversation from opinion to evidence.

When to Use This Tool

This tool is typically used when:

  • Reviewing category performance and competitive positioning
  • Preparing annual or quarterly Trade Marketing plans
  • Supporting customer discussions and Joint Business Plans (JBPs)
  • Identifying focus brands, gaps, and defensive priorities
  • Aligning Sales and Trade Marketing on where to compete and where to protect

Who Should Use This Tool

This tool is intended for:

  • Trade Marketing Managers and Heads
  • Category Managers
  • Key Account Managers (with TM support)
  • Commercial and Revenue Growth teams

It is equally relevant for brand owners and distributors operating across multiple categories and channels.

How the Tool Is Structured

The tool is organised into 5 clear working sections:

  • Cover – branded front sheet
  • Terms of Use – IP and licence
  • Instructions – step-by-step guidance
  • Evaluation – competitive scoring grid
  • Scoring Guide – what each score means

This ensures the tool is immediately usable, decision-oriented, and defensible in commercial reviews.

Positioning Note

This tool is most effective when used as part of a structured competitive review cadence, rather than as a one-off exercise. Applied consistently, it builds a multi-year picture of performance and protects scarce commercial investment from flowing on inertia.

Access Options

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  • Download in Microsoft Formats.
  • Excel, Word, PowerPoint.
  • Fully editable, ready to implement.

FAQs

Do I need special software?

No, All tools are built in Microsoft Office.

Download links are sent by email.

Yes, they are fully editable.

Proprietary to OliiR Academy – For internal use only.

  • Testimonials
Before this program, our trade marketing team was stuck in 'execution mode'—constantly firefighting and reacting to sales requests. This course gave them the structure to stop fixing gaps and start leading the category strategy. They are finally operating as the engine room of our commercial growth.
— Commercial Director, Global FMCG Manufacturer
The biggest impact has been on our internal alignment. We used to have Sales, Marketing, and Trade working in silos, often with competing priorities. The Mini-MBA created a shared language and a single commercial rhythm. Now, when we approach a retailer, we speak with one unified voice.
— VP of Sales & Marketing, Regional Distributor
Trade spend is our second biggest P&L line, yet we were spending it on instinct. This program gave my team the financial discipline to actually measure ROI. We’ve stopped the 'surprise promotions' and started building investment models that actually justify the funding.
— General Manager, Food & Beverage
Our conversations with buyers have completely changed. We moved from simply pushing SKUs to presenting data-backed category stories that defend our shelf space. The team now has the confidence to justify listings and challenge retailers with insights, not just price.
— Head of Modern Trade, Personal Care Brand
What I appreciate most is the practicality. My team didn't just learn theory; they came back with ready-to-use JBP templates and Scorecards that we implemented immediately. It brought order and predictability to our daily work routine.
— HR Director, Consumer Goods
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