Spring 2018, a project began to do basic work on our competitors in fitness membership, fitness programs, school-age child care, and summer camp. We serve a large geography and merely identifying our competitors and their product lines and pricing was a huge undertaking. We did accomplish that piece, but need to elevate it to better understand how our consumers interact with the brands in our market. The project description and deliverables in the overview were identical to what we need for the YMCA competitive analysis.

It’s important for us to have a better understanding of how our target audience perceives our brand and competitors. We want to develop clarity on our competitive advantages and optimize our marketing strategy. 

We believe this project will involve:

• A complete brand and competitor analysis, including identifying our current and future competitors and their market share.
• Building a competition portfolio of our competitors, their features, services, price, and logistics.
• Conducting empirical interviews and/or questionnaires for feedback on our brand compared to competitors.

We will give you access to organizational assets to support this project such as personnel, website analytics, sales and brand collateral, and more.

We hope to gain a comprehensive understanding of the competitors in our space and how we can differentiate.