gap analysis & opportunity assessment

Effective branding requires an effective understanding of audience and competitive ecosystem.

CDA’s 4-Point Assessment provides a full opportunity assessment and SWOT analysis, with clear next steps to improve branding and communications efforts.

As a part of CDA’s core philosophy of Start With Who, we stay plugged into industry-specific data sets, able to report on overarching trends and best practices for your vertical.

Report includes:

• Consumer Insights (Psychographic, Demographic, Geo)
• Consumer Media Habits
• Consumer Spending Preferences
• Drivers of Purchase Consideration
• Marketing/Advertising Spend Benchmarks (By Channel)
• Messaging/Imagery Trends
• Industry Case Studies

CDA conducts market sizing analysis to calculate 3 deliverables:

Total Addressable Market (TAM) – combined annual revenue opportunity of the current market segment, including all players in the space. Depending on the particulars of your brand or industry, we will recommend one of the following approaches:

• Top-down analysis (3rd party data providers are used to make determinations based on macroeconomic factors)
• Bottom-up analysis (proprietary 1st party data is collected at a local level and then extrapolated to a wider population).
• Value theory analysis (used for new or emerging products/services; uses custom data sets to project TAM)
• Serviceable Available Market (SAM) – annual revenue opportunity for your sub-market within the TAM, based on factors like quality, price, and functional differentiation.

Serviceable Obtainable Market (SOM) – realistic annual revenue opportunity for your specific product or service within the SAM, based on a combination of:

• Previous years’ SAM and revenue
• Current year’s available budget/resources for outreach
• Competitive factors

Identifies and visualizes areas of competitive advantage, differentiation, parity, and where your brand is falling behind.

What’s Evaluated in the Audit:

Overview

• User Experience
• Core Benefits and Value Proposition
• Value to Distributors/Affiliates/Retailers
• Misc. Value
• Price

Branding/Positioning

• Messaging
• Tag Lines
• Design/Brand Style
• Mission/Purpose

Communications

• Website
• Social Media
• SEO & Google Search Trends
• Paid Media/Advertising
• eCRM (email, SMS, notifications)
• Misc. Web Presence & PR

Informed by the findings of the Gap Analysis, CDA identifies areas of immediate opportunity and provides:

• Specific insights and recommendations
• Next steps
• Scope and cost
• Timeline to implement