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Matching a competitor product
The fastest route to a usable first sample is naming the product you want matched, not naming a price.
A brief that specifies only a target price forces the factory to guess which compromises you will accept, and the guess is usually wrong in the one place your market cares about. Three rounds of samples follow, and the launch slips a quarter.
A brief that names the competitor product does the opposite. We can obtain it, take it apart, measure the core weight, identify the topsheet and quote against the actual construction rather than against a description of it.
From there the conversation becomes useful: match it exactly, or match it in the places consumers notice and save in the places they do not. That is a decision you can make with information, and it is the decision that sets your margin.
Send the sample rather than the photograph. A photograph shows the packaging; the packaging is the easiest part to reproduce and the least important to get right.
Specifications
| Least useful brief | A price target alone |
|---|---|
| Most useful brief | A physical competitor sample |
| We measure | Core weight, topsheet, construction |
| Then decide | Where to match and where to save |
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