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When companies are surprised, companies often overreact to their competitors' marketing activities by running counter-promotional campaigns that can prove to be ineffective, very costly, and often go against company strategy. However, if they can anticipate the future marketing moves of their competitor by identifying and identifying their behaviors in a professional manner, companies can easily develop campaigns for the driver's seat rather than simply reacting to the activities of their competitors.
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People may be able to hide some of their personal traits and traits, but by definition, it is almost impossible for brands to do so. Brands displayed on shelves or in showrooms are designed to show certain features that customers can isolate from the myriad of competing brands. By closely monitoring and monitoring brands, infrastructures and facilities supporting them, companies can easily decipher competitors' strategies, tactics and activities.
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Therefore, creating 'branding mindset mapping' for all major competitors is an essential marketing tool to better understand competitor behaviors - and act accordingly. Companies need to reveal the thinking patterns of their competitors' marketing teams in order to depict their commercial personalities, and on this basis, anticipate their next steps.

Monitoring competitors ’exposure to the market should include a variety of areas: understanding their product formulas and packaging to reveal a focal point for their brands, determining the availability of geographical competing products in geographical areas to demonstrate strengths and weaknesses in distribution, executive staff turnover rates and compensation to provide value signals for stability and loyalty For their senior management, and finally, advertising and promotional campaigns to retrieve information regarding the proposed value of their products and their delivery to their clients.

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Taking this type of monitoring task seriously over several years while taking into account the seasonality of the product, market growth or recession, and overall market dynamics, will enable companies to draw logical conclusions and define a complete personality for the brand. Building on these ideas, companies can thus develop a number of scenarios that aim to marginalize competitors ’marketing activities in advance, and identify business opportunities that are conducive to taking advantage of them along the way.

Moreover, systematic monitoring makes it possible for a company to recognize the potential reactions of its competitors to its marketing plans. Application software that delivers all potential marketing and countermeasures to related players can be a practical tool.

Shading competitors may look like a full-time job. In fact, this is exactly what it is - and it may require hiring a full-time marketer, for example, Insight Competition Manager. The talented marketer can walk in a competitor's shoes 24/7, while maintaining a 360-degree view of the surveillance approach - a task that is quite worthy of attention. Most successful companies are likely to do this already because the company's talent is ultimately measured by its ability to anticipate a market-like reality in the future.

Since the most innovative competitor manager is sometimes very close to their institutions and customs, we always recommend our clients to perform competitive scenarios once at a time, i.e. play with managers from all related departments such as Marketing, Sales, Finance and Technology. The goal is to simulate how competitors attack an employer. Our experience shows that employees love getting into their competitors ’shoes, and they know exactly where to find relevant weaknesses in the business model.

With all this in mind, companies are able to set an example. By applying 'do or not' marketing tactics, it sets the tone and will ultimately lead to marketing maturity for the benefit of all players in the market. Competitors that mimic the watchdog's practices will cause a chain reaction, making it easier for others to divide and handle their opponent's marketing activities accordingly. A comprehensive monitoring of competitors' strategies, tactics, activities and behavior would better equip companies by moving from the role of defenders of payment to a leading role in a mature marketing scene.