There are numerous approaches to comparing SKUs in the CMA. This simple workflow is a great place to start.
It's possible to examine data for competitive brands using multiple CMA dashboards, and the "Ranker" dashboards are a great place to begin.
Depending on how many measures you'd like to see on your screen at once, you can navigate to one of these dashboards: Rankers, Dollar Rank Comparison, or Dollar Rank with CWD. Then follow these steps:
- Using the BRAND FAMILY filter, uncheck "All" and then select a single brand family, perhaps your own.
- Set your BRAND LEVELS parameter to "SKU".
- Identify a SKU which you'd like to compare with other SKUs in its competitive universe, and narrow the PACKAGE SIZE GROUP filter down to whatever package size group the SKU belongs to (i.e., "Singles 19-24oz")
- Now, select "All" in your BRAND FAMILY filter, which will pull all of the SKUs which fall into the selected Package Size Group you've selected into the Ranker chart.
- Then, narrow the list down further by style if you'd like to. For a broad style search, like "IPA", leave the BEER STYLE LEVELS parameter set to "Beer Style" and check the "IPA" box in the BEER STYLE LEVEL VALUE parameter. For a more specific style search, such as "West Coast IPA", switch the BEER STYLE LEVELS parameter to "Micro Style" and check the "West Coast IPA" box in the BEER STYLE LEVEL VALUE parameter.