by Jen Johnston
If your HBW brand is crossing over from the natural market to conventional channels, you may need to look at your competitors differently.
For example, say you are a brand that is very well established and successful in the natural space — a true leader in your category. Now you are crossing over to conventional channels — mass retail, drug chains, and grocery — and are developing a strong story for the retail buyers.
As part of a competitive SWOT analysis, you decide not to include a popular homeopathic product despite the fact they have the same delivery system and are used for a similar purpose. Your reasoning? “That brand is homeopathic and we are natural — it’s a completely different shopper base.”