Marketecture™
Analyzing Marketplace Forces and Opportunities

Marketecture is a strategic CMA process which identifies and analyzes the relationships between marketplace competitors and the criteria used by their target audiences in making buying decisions. CMA clients are an integral part of this evaluative analysis, which stimulates new perspectives on the branding, positioning and marketing of a company or a product/service.

Marketecture is comprised of two main analytic paths—BrandMap and Marketscape—and an end-deliverable, a Tactical Marketing Plan.

BrandMap graphically captures a map of a market, showing how competing companies or products are perceived by customers based on specific features or attributes. Marketscape delineates a lay of the land in terms of a company’s or a product’s current competitive position and its future marketing challenges and opportunities.

Additional analytic matrices may be incorporated into Marketecture, such as positioning within a multiple-product line or services portfolio, as well as the naming/identity of a company or product.

Based on the client/agency consensus derived from Marketecture analysis, a Tactical Marketing Plan with recommended scheduling and tactical investment levels is prepared for client approval. Marketecture insights also serve as a springboard for on-target creative development.

To arrange for a Marketecture session for your company, product or service, Contact Us at any time.