Wonder

Research Outline

Prepared for Fred D. | Delivered January 31, 2020

Brand Positioning of Cook Compression Top Competitors

Goals

To understand how competitors are positioned by providing a high-level summary of primary positioning language of the six top competitors in Cook Compression's industry space in order to determine where opportunities may lie in developing a branding/messaging update for this client.

Early Findings

Our initial research on brand positioning with the use of primary positioning language of the six top competitors for Cook Compression revealed insights. Here are key pieces of information we found:
Brand Positioning of Cook Compression Top CompetitorsThe top six competitors for Cook Compression are: Melton Industries, New GM Parts, Inc., Compressor Products International, ValuePart Inc., Crown Automotive Sales Co Inc., and LMS, Inc.
 Melton Industries emphasizes on their site that they have "over 65 years of excellence and have been the diesel engine and industrial equipment solutions provider since 1949." This competitor also emphasizes in the Who We Are section that they are in their fourth generation of family ownership and "their heritage runs thick with experience, quality, integrity, hard work, and a commitment to excellence…and we pledge to uphold that heritage for every customer."
 New GM Parts, Inc. is owned and operated by New Auto Parts, Inc., an independent reseller of General Motors automotive parts and accessories. This competitor emphasizes on their site that they have "wicked cool parts" and customers should buy from this company because they are there for them and will save them time, money and frustration. 
 Compressor Products International empasizes on their site that they offer "compression solutions that drive the industry forward with proven solutions for the global compressor industry.