How to define a leader in a niche – Audience overlap

[JoynobAkter]

First, let's compare Lamoda with the other two sites. It's no wonder that more Lamoda customers visit Wildberries than ASOS. Local online stores must have similar delivery conditions, which is definitely worth checking .

Wildberries vs ASOS vs Lamoda with Audience overlap

The following comparison shows that Wildberries visitors are less interested in ASOS than Lamoda customers. Now we can conclude that ASOS competes more with Lamoda than with Wildberries in Russia. You could use this the benefit of using our student database information about consumer behavior as a sign to continue your market research in the field of positioning and local communication strategies.

Define the leader in a niche
Being too general is almost never a good plan , especially when you are entering a market where the majority of the pie has already been divided up. Let's say you are developing the marketing strategy for a sports shoe brand. You know for a fact that there are several companies that offer various types of clothing and one that specializes in sneakers. Will you have to compete with all these giants? Or will you be able to have more or less constant competition within your niche?

Let's see what Audience Overlap shows us with some famous brands.


The graphs show the greatest audience overlap between Reebok, Nike and Puma; this means that these sports brands are competing for the same audience , while New Balance is somewhat off their radar. Not a big surprise, given their specialization. The question is: which of these companies do this brand's customers consider a good sports shoe manufacturer?