2. COMPETITIVE ANALYSIS

For E*trades competitive analysis I explored three of E*trade’s closes and most threatening competitors on the market today. (fall 2011) I picked three competitors with a strong brand personality that has been meaningful for them to achieve success.

COMPETITOR ANALYSIS

COMPETITORS

WHY THEM?

ey are all competing with the same service E*TRADE have boosted their numbers but not as much as them Problems harmed E*TRADEs brand image Fidelity, Charles Schwab and Ameritrade stayed out of trouble during the recent "nancial downturn E*TRADE fallen behind on new accounts despite popularity Discussion of E*TRADE being bought  

   

COMPETITOR ANALYSIS

BRAND POSITIONING

" Fidelity is your !nancial partner that help you at every stage of your life, today and throughout”

Lifetime- Lifestyle - Future

Give back and guide

Customer always "rst

Long-term relationships based on trust

inking Green

 

 

MEDIA TACTICS

” Your !nancial GPS ”

Follow the Green Line- get to your "nal destination

Follow and trust Fidelity trough out your life

We guide you to understand- everything- everywhere

 t  

Guidance on TV during sports events and on Site and Print

MEDIA TACTICS

Being where our customers / clients are – Just follow the green line  

MEDIA TACTICS

Large investments in social media Being where our clients / customers are  

ENVIRONMENTAL

We take green seriously Electronic deliver of customers communications Eco friendly buildings Recycling increased energy efficiency Greener supply chain  

PARTNER/SPONSORSHIPS

Attractive diverse talent from: Colleges Universities Professional organizations Support talent management  

COMPETITOR ANALYSIS

BRAND POSITIONING

“ Help to get everyone !nancially !t” Personal Harmonious Easy to understand Conversation among equals Re-recruit our clients    

MEDIA TACTICS

“Talk to Chuck”- Advertising Campaign

A simple call to action

Get what is right for you- different advertising towards different people

Ask questions Get Feedback and Get Answers

TV Print Online

   

MEDIA TACTICS

Social Media Again- "nd what is personal and important to you Different social media accounts for different kinds of customers  

TOOLS TO TRADE YOUR WAY

Again- Make it personal for people Making investing easier and understandable Different people – different needs

COMPETITOR ANALYSIS

BRAND POSITIONING

Inspire Encourage Creative solutions New ideas and ways to connect Entertaining along with education Simplicity  

MEDIA TACTICS

Online and TV is their way to go

“e Invested Life” TV-show

Ameritrade Spotlight- An online reporting site

   

MEDIA TACTICS

A social media platform Follow leaders Team up with the TV hit Mad Money Entertaining- Education- Sharing

PRODUCT INNOVATION

Creativity Meet the clients wherever they are – online – stay updated Make it easier More fun

Products: Trade triggers QuoteScope SnapTicket MarketMotion DetectorsStrategyDesk Ipad app Iphone app

OVERALL IMPLICATIONS

3 Competitive Companies that have made their brand image work - One that takes care of you – now and in the future ( Fidelity ) - One that is making it personal - ( Charles Schwab)

-  One that makes investing fun and connecting in innovative ways ( Ameritrade )

3 Competitive Companies who have a clear vision on who they are talking to

ETRADE IMPLICATIONS

Opportunity to learn from them why they survived Opportunity to create a space for them that is not already occupied Find your “niche” on how to approach your clients / customers Specify main target Show strengths towards their clients / customers Good brand recognition now Etrade need a strong brand image

THANK YOU!