Market Competition
Ute Trays & Canopies
COMPETITOR 1 Norweld |
COMPETITOR 2 Boss Aluminium |
COMPETITOR 3 Outback Trays | COMPETITOR 4 G works | COMPETITOR 5 Mits Alloy | COMPETITOR 6 T.C Boxes | COMPETITOR 7 Dunn & Watson | COMPETITOR 8 DMW | COMPETITOR 9 Chameleon amls |
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OVERVIEW OF BRAND POSITIONING |
Promise: Crafting Dreams, Forging Excellence Essence: Heritage, Innovation, Reliability Target: Adventurers, Professionals, Vehicle Enthusiasts Norweld epitomizes a legacy of turning aspirations into reality. With a rigorous Australian terrain test, we refine our trays and canopies, trusted by adventurers, professionals, and vehicle enthusiasts. Built on 50 years of aluminum mastery, our innovation fuels products designed to excel in demanding environments. We integrate seamlessly into diverse vehicle builds, unlocking their full potential through partnerships with industry leaders. Our global reach, backed by an Unconditional Guarantee for Life Against Faulty Workmanship, assures enduring performance. Guided by our dedicated team, we ensure a seamless journey from dream to reality. |
Promise: Uncompromising Quality & Tailored Solutions Target: Tradespeople, Overland Enthusiasts, Specialized Industries Differentiator: Premium Strength, Custom Expertise Tagline: "Crafting Excellence, Tailoring Strength" Boss Aluminium is a trusted Australian brand delivering unparalleled quality in premium aluminum ute trays, canopies, and accessories. With a focus on durability, innovation, and personalized solutions, we cater to tradespeople, adventurers, and diverse industries. Our expertise and commitment to excellence make us the go-to choice for tailored aluminium products that withstand the toughest conditions. |
Promise: Unique Customization & Uncompromising Durability Target: Off-Road Explorers, Trades, Individualists Differentiator: Innovatively Crafted, Collaborative Solutions Tagline: "Forge Your Path, Craft Your Ride" Outback Trays and 4 x 4 is Australia's pinnacle for personalized steel and aluminium solutions. Our commitment to inventive design and collaborative craftsmanship empowers adventurers, tradespeople, and individualists to conquer challenges with enduring, unique products. |
Promise: Innovative Modular Solutions for Versatility Essence: Adaptable, Customer-Centric, Precision Target: Vehicle Owners, Commercial Users, 4x4 Enthusiasts GWorks leads with innovation in tray and canopy fabrication, offering a modular design that maximizes investment value. Our adaptable solutions cater to diverse needs, involving customers in customization. Precision and efficiency through CAD and CNC cutting define the GWorks approach. |
Promise: Innovating Utility Solutions with Modular Excellence Essence: Adaptive Craftsmanship, Customer-Centric Innovation, Flawless Precision Target: Vehicle Owners, Commercial Enterprises, Off-Road Enthusiasts MITS Alloy pioneers Modular Excellence in Utility Solutions, blending Adaptive Craftsmanship with Customer-Centric Innovation to deliver flawlessly precise products. Serving vehicle owners, commercial enterprises, and off-road enthusiasts, we empower customization for optimal utility. |
Promise: Elevating Storage Solutions for Every Australian Need Essence: Versatile Excellence, Tailored Reliability, Uncompromising Quality Target: Tradespeople, Campers, Hunters, Ute Owners T.C Boxes began with a mission to provide secure, reliable storage solutions tailored for Australian tradespeople. As their journey evolved, their range expanded to serve campers, hunters, and ute owners. Their essence is versatile excellence, offering tailored reliability for belongings, backed by uncompromising quality. With 15 years of industry experience, they cater to unique needs and promise to elevate storage solutions for every requirement. |
Promise: Quality Hardware Solutions with Australian Craftsmanship Essence: Custom Fabrication, Extensive Range, Competitive Prices Target: Tradies, Campers, 4WD Enthusiasts, RV & Caravan Builders Dunn & Watson offers top-tier hardware solutions characterized by Australian craftsmanship. Their expertise in custom fabrication ensures seamless integration, catering to a diverse clientele of tradies, campers, and 4WD enthusiasts. With an extensive range of products at competitive prices, they are a trusted choice for hardware needs across industries, reaffirmed by their usage by RV, caravan, and boat builders. |
Promise: Tailored Vehicle Solutions for Every Need Essence: Expertise, Versatility, Enduring Quality Target: Tradespeople, Touring Enthusiasts, Vehicle Upgraders DMW is Australia's premier vehicle builder, specializing in personalized solutions for diverse needs. From practical tool trays to top-tier touring vehicles, their expertise and collaborations with industry leaders ensure enduring quality. Tailored to customers' needs, DMW embodies versatility and expert craftsmanship, appealing to tradespeople and adventurers alike. |
Brand Positioning of Chameleon AMLS: Promise: Revolutionizing Versatility in Trailers and Ute Trays Essence: Innovation, Adaptability, Uncompromised Quality Target: Trailer Owners, Ute Owners, Camper Enthusiasts Chameleon AMLS positions itself as a trailblazer in the industry, driven by innovation and a commitment to challenging conventions. By introducing an adaptable modular loading system, they redefine how trailers and ute trays are perceived and utilized. History of Disruption: Their history showcases a relentless pursuit of change. Starting in 2016, the brand sought to create a flexible modular system to transform the trailer market, resulting in the birth of the Chameleon AMLS solution. Uncompromised Flexibility: They believe in providing ultimate flexibility, enabling a single trailer or ute to serve multiple purposes. The solution is designed to perform flawlessly, regardless of usage conditions, ensuring ruggedness and capability. Innovative Design: Chameleon AMLS represents a paradigm shift from conventional trailer and ute tray design. Precision CNC engineering ensures that every component is meticulously designed to fit seamlessly together, offering both form and function. Tested Resilience: Rigorous testing in the harshest Australian conditions reinforces the system's durability. Prototypes traversed the country successfully, shaping the final designs with additional features and functionality. Long-Term Adaptation: The AMLS solution is rooted in adaptability, designed to be reconfigured as needs evolve over the life cycle of the Chameleon AMLS. Standardized dimensions and fixing points future-proof the solution. Transparent Value: Chameleon AMLS offers transparent pricing, avoiding hidden costs. All components are priced equally, whether bought as a complete solution or added over time, ensuring fairness for customers. Chameleon AMLS's brand essence lies in its innovative spirit, adaptability, and commitment to providing versatile solutions that challenge traditional boundaries, making it an appealing choice for those seeking a transformative approach to trailers and ute trays. |
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TARGET AUDIENCE |
Norweld's target audience includes off-road adventurers, tradespeople needing rugged storage solutions, 4x4 enthusiasts, commercial fleet managers seeking durability, tour operators, overland travelers, remote workers, vehicle modifiers, and international markets. They all value quality, durability, and enhanced vehicle performance in challenging conditions. |
Boss Aluminium caters to a diverse audience, encompassing professionals, adventurers, customization enthusiasts, and those who appreciate quality and tailored solutions. |
Off-Road Explorers: Adventure seekers who thrive on conquering rugged terrains and demand durable, innovative accessories for their 4x4 vehicles.
The brand's diverse range of custom steel and aluminium products appeals to adventurers, professionals, and individualists alike, offering solutions that align with their respective needs and lifestyles. |
GWorks appeals to a diverse range of individuals and businesses who value innovation, adaptability, and precision in tray and canopy solutions. | 1. Vehicle Owners: Seeking enhanced utility and customization for trucks and SUVs. 2. Commercial Enterprises: Demanding durability and efficiency for work-related vehicles. 3. Off-Road Enthusiasts: Looking for rugged solutions for outdoor adventures and 4x4 activities. MITS Alloy's target audience values innovative solutions that offer flexibility, durability, and customization. They are willing to invest in products that align with their specific use cases and enhance the utility of their vehicles, whether it's for professional purposes, recreational activities, or both. |
1. Tradespeople: Professionals needing secure tool storage with accessibility. 2. Campers: Outdoor enthusiasts seeking durable canopies for gear. 3. Hunters: Individuals requiring specialized hunting equipment storage. 4. Ute Owners: Utility vehicle owners in need of organized storage solutions. T.C Boxes' target audience is defined by individuals and professionals who demand reliable, secure, and tailored storage solutions to cater to their specific needs, whether related to trade tools, outdoor adventures, hunting gear, or efficient use of their utility vehicles. |
1. Tradies: Professionals across various trades seeking high-quality hardware solutions for storage, organization, and functionality in their vehicles and workspaces. 2. Campers: Outdoor enthusiasts looking for durable and reliable hardware to enhance their camping experiences, including fittings and accessories that withstand rugged conditions. 3. 4WD Enthusiasts: Off-road and adventure enthusiasts requiring robust and dependable hardware to equip their vehicles for challenging terrains and demanding journeys. 4. RV & Caravan Builders: Manufacturers and builders of recreational vehicles, caravans, and boats who rely on trustworthy hardware components and accessories to enhance their products' functionality and quality. Dunn & Watson's target audience comprises a diverse range of individuals and professionals seeking reliable, durable, and customized hardware solutions that cater to their specific needs across different industries. |
DMW's offerings cater to a diverse range of customers who value tailored vehicle solutions that align with their specific needs, whether it's for work, travel, or personalization. |
Chameleon AMLS's offerings cater to a diverse audience seeking innovative, adaptable, and high-quality solutions for their trailers, utes, and camper setups. |
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SOCIAL MEDIA STRATEGIES | -Do giveaways and contests Does behind-the-scenes -Does post the phases of the progress of their client's orders Utilizes UGC through automotive manufacturers -Does feature accessory fitters who use their products -Does share new UTEs from other brands like drive.com.au -Do real-life reels featuring their products, events, promos, contests etc... -Does feature another brand that sells campers, Vehicle outfitters, etc. -Does their client's UTEs along with what they made on it. -Does post stories of products and their clients |
-Does feature their final products for clients -Does promote their upcoming models -Does publish reels mostly -Does feature builds through reels nad youtube -Does participate in expos namely @4x4show -Does post informative content -Does feature other complimentary manufacturing businesses -Does post BTS content |
-Does feature their final products for clients -Does participate on expos, events etc. -Does promote their upcoming models | -Does have high quality promotion contents especially reels -Does shoot live videos of outfitted vehicles with great video editing -Does participate to expos, events etc. - Does partnerships with other automotive vehicles - Does post entertaining and humorous contents - Does post employee spotlights - Does feature new products - Does post educational contents about their products | - Does features works made for clients (UGC) - Does showcase features of their UTE Trays - Does publish stunning shots on adventure and off-road - Does participate to expos, events etc. - Does showcase features of their canopy setups | - Does feature and showcase their products with stunning shots - Does publish social media holidays that compliments the products and the brand - Does giveaways contents and promos - does educational post about their products - Does participate to expos events etc. (4x4show) - Does publish series of long form videos on youtube | - Publish contents mostly on their build for their clients - Post features of their products | -Does utilize IG highlights - Does giveaways, contests, promos ang giveaways - Does have entertaining and engaging reels - Does feature builds for clients - does post industry news - Does feature their youtbe videos - Does post employee spotlights - does repost posts from related industries - Does post funny and trending contents - Does post content with people - Does participate to expose, events etc. - Does utilize hashtags note: List News we like to post (ex. new about vehicles, 4x4 etc) | - Does post short form vidoes on youtube - Does post mostly on promotional content |
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TOTAL SOCIAL MEDIA ACCTS | -Facebook -Youtube |
-Facebook -Youtube |
-Facebook | - Facebook - Tiktok (https://www.tiktok.com/@gwrks.4x4) Note: I highly recommend we imitate how to shoot their products for reels | -Facebook -Youtube | -Facebook -Youtube | -Facebook | - Facebook - Youtube - Tiktok | - Facebook - Youtube |
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TOTAL FOLLOWERS | ||||||||||
FACEBOOK | 60K | 27K | 3.2K | 6.8K | 21K | 56K | 41K | 103K | 10K | |
GOOGLE+ | # | # | # | # | # | # | # | # | # |
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67K | 51.5K | 839 | 12.7K | 77.6K | 23.5K | 26.5K | 62.6K | 6K | ||
3.4K | # | # | # | 333 | # | # | # | 238 | ||
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TIKTOK | # | # | # | 114 | 29.8K | |||||
YOUTUBE | 6.94K | 7.02K | # | # | 11.4K | 2.27K | # | # | 1.21K | |
405 | # | 41.5K | ||||||||
CONTENT TYPES | -Statics -Long-form Videos -Reels -Carousels | -Reels -Carousels -Long-form videos -Statics | -Still Images -Carousel | -Reels -Carousels -Still Images | -Reels -Stills -Caorusel -Long From videos | -Interactive Reels -Stills -Carousels - Long form videos | -Reels - Carousels | -Reels -Carousels -stills - long-form videos | -Reels -Carousels -Stills -Short- form videos | |
CONTENT CATEGORIES | -Promotional -Entertaining -Conversational -Connection | -Promotional -Entertaining -Conversational -Inspirational | -Promotional | -Promotional -Entertaining -Educational | -Promotional -Educational | Promotional Educational Entertaining | Promotions | Promotional Funny entertaining Conversational | Promotional | |
POSTING FREQUENCY | 1-2 Contents per day | 1 content per day | 1-3 contents per months | 2-3 contents per week | 1-2 post daily | 1 post daily | Once a week | 1-2 contents per day | One content every other day | |
CAPTION WRITING STRATEGIES |
Captioning Strategy:
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Captioning Strategy:
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Captioning Strategy:
Weakness:
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Captioning Strategy
Weakness:
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Captioning Strategy:
This strategy effectively combines product value, storytelling, visual appeal, and a compelling call-to-action to engage viewers and potential customers. |
Captioning Strategy:
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Captioning Strategy with Dunn & Watson Brand: Engagement Hook: Introduce the brand's latest release, the All NEW AMAROK Tray & Canopy, and proudly highlight its Australian origin with the #australianmade 🇦🇺 hashtag. Features Showcase: Detail the exceptional features of the Tray and Deluxe Canopy in concise bullet points, demonstrating their functionality, durability, and design. Call to Action: Encourage interest and engagement by inviting followers to visit the website and fill out forms for tray and canopy quotes, using a thumbs-up emoji for positivity. Branded Hashtags: Incorporate relevant hashtags like #dunnandwatson and #customutetrays to strengthen brand identity and reach a broader audience. Explore and Adventure: Leverage hashtags related to exploration, camping, and off-roading to connect with the adventurous spirit of the target audience. Product Tags: Include relevant tags like #amaroktray and #vwamarok to ensure visibility among individuals interested in this specific vehicle model. By combining these elements, the captioning strategy effectively introduces the new product, highlights its features, encourages interaction, and aligns with the brand's identity and target audience. |
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Engagement Start: Begin with enthusiasm ("Mighty tray and canopy combo for a mighty truck 💪") to capture attention and set the tone. Visual Detailing: Describe the impressive build with concise bullet points, highlighting the diverse features and components that make up the combo. Product Highlights: Utilize checkboxes to emphasize each included feature, making it easy for viewers to grasp the comprehensive offering. Relevance to Audience: Incorporate relevant hashtags such as #campingaustralia and #4x4offroad to connect with the interests of the target audience. Brand Association: Utilize brand-specific hashtags like #chameleonamls to reinforce brand recognition and identity. By combining these elements, the captioning strategy effectively showcases the product, engages the audience through visual details, and strengthens brand identity within the context of the content. | |
AUDIENCE ENGAGEMENTS | They engage in comments on limited accounts only | They engage in comments on limited accounts only | little to no engagements | Has a decent amount of Engagements | Has decent ammount of engagements | Has low amount of engagements | Has large and consistent amount of engagements | Has a lot of engagements and like from followers | Has little engagements | |
HASHTAGS | Doesn't use hashtags |
#aussiemade #vehiclebuilds #trayandcanopy | only uses branded hashtags |
#4wdaustralia #4x4 #touringaustralia #touring #4x4australia#4wdaustralia #4wd247 #hilux #toyota #toyotahilux #fordranger #ranger #outback #aluminiumtray #all4adventure #traysandcanopies #trayandcanopy #utetray #utecanopy #touring #touringaustralia #australia #beachday #beachphotography #4x4 #4x4australia #4wdaustralia #4wd247 #hilux #toyota #toyotahilux #fordranger #ranger #outback #aluminiumtray #all4adventure Mostly hashtags of vehicle model | Brand hahstags | #4x4australia #4x4 #4wd #offroad4x4 #offroading #4x4life #travelaustralia #ute #overland #overlanding #toyota #hilux #toyotahilux #4x4australia #4x4 #4wd #offroad4x4 #offroading #4x4life #travelaustralia #ute #overland #overlanding | #canopyfitouts #canopyfitout #australianmadecampaign #custom4x4 #4wd #4x4 #offroad4x4 #landcruiser #4wdlife #4wdaccessories #goingbush #4x4accessories #4wdaustralia #4x4australia #exploreaustralia #explore4x4 #exploreaus #4wdinglife #4wdingaustralia #touringaustralia #camping #campingaustralia #4wdfitout #4x4fitout #200series #300series #prado #nissanpatrol |
#300series #300seriesdualcab #landcruiser300 #ToyotaLandCruiser300 #dmw300seriesconversion #dmw300seriesgvmupgrade #300seriesgvmupgrade #dmwlandcruiser300 #dmw4x4 #dmwconversions
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REVIEWS | They have a decent amount of reviews and some of them are spam | They have a decent amount of reviews but some of them are spam | only 2 reviews | 6 reviews | Has 33 reviews on facebook but no responses from company | Has no featured review on facebook. | Has a lot of reviews on website | Has a lot of reviews but some of them are spam | no reviews featured | |
CALL-TO-ACTIONS | "For more information on these canopies visit our website https://norweld.com.au/ and find it under Canopies!" "Submit your quote today by visiting https://norweld.com.au/xmas/ for this limited offer!" | "To quote your next build, please send our sales team an email to sales@bossaluminium.com.au" "To build your dream touring vehicle, please email sales@bossaluminium.com.au for a quote today" "Reach out to our team today to find out how we can be your one-stop shop for your next build💪" | no call to actions | "Www.gwrks.com.au or call our knowledgeable team on 1300 503 719 📲" "If you're located in Queensland and eager to equip your vehicle with one of our top-notch setups, don't hesitate to get in touch with us today! Your dream setup is just a call away. For all sales inquiries please contact 1300 503 719 or sales@gwrks.com.au" "Don't miss the opportunity to schedule a personalized consultation about our products—we have appointments available just for you." "Get in contact with our team now to get your setup! 🙌" "For Pricing Please contact our sales team on 📞1300 503 719 📧sales@gwrks.com.au" | "For more information about how we can supply & install one in your canopy, give our sales team a call on 1300 006 487 or head over to our website www.mitsalloy.com.au" " . For more information, give our sales team a call on 1300 006 487 or head over to www.mitsalloy.com.au" " To get a quote for your American Pickup, go to https://mitsalloy.com.au/quote/ or call our team on 1300 006 487" " To get a quote for your dual cab, call our team on 1300 006 487 or submit a quote form on our website http://mitsalloy.com.au/quote/" | not much CTAs |
For a quote email sales@dunnandwatson.com.au If you’re interested, please visit our website to fill out a tray and/or canopy form and we’ll get back to you with a quote 👍 | Has no CTAs on most content |
Ready to start your build? Give us a call ![]() | |
FOLLOWER ENGAGEMENTS | They have a decent amount of likes, comments, and shares, especially on contests and giveaways posts | High engagement on new models | -Decent amount of likes -Mostly on tags and mentioning comments only | Does reply to comments and has a lot of likes and reactions | Doesn't engage on comments | Has decent amount of engagements for little to no engagements from brand | Has decent amount of unique engagement | Brand engages with their fans through comments | No engagement from brand | |
STRENGTHS | -Does have consistent content publishing - Does feature clients -Does feature complimentary businesses - Does Utilize UGC contents - Does utilize all content formats - Does maintain engagements through contests and giveaways |
- Does utilize social listening -Does have consistent content publishing - Does feature clients -Does feature complimentary businesses - Does utilize all content formats - Does participate on expos to maintain exposure -Does have a large following |
-Does feature their final products for clients -Does participate in expos, events etc. -Does promote their upcoming models | -Does always participate to expos, events etc. - Does partnerships with other automotive vehicles T - Does post employee spotlights - Does feature new products - Does post educational contents about their products | - Does features works made for clients (UGC) - Does showcase features of their UTE Trays - Does publish stunning shots on adventure and off-road - Does participate to expos, events etc. - Does showcase features of their canopy setups | - Does feature and showcase their products with stunning shots - Does publish social media holidays that compliments the products and the brand - Does giveaways contents and promos - does educational post about their products - Does participate to expos events etc. (4x4show) - Does publish series of long form videos on youtube | - Publish contents mostly on their build for their clients - Post features of their products | -Does utilize IG highlights - Does giveaways, contests, promos ang giveaways - Does have entertaining and engaging reels - Does feature builds for clients - does post industry news - Does feature their YouTube videos - Does post employee spotlights - does repost posts from related industries - Does post funny and trending contents - Does post content with people - Does participate to expose, events etc. - Does utilize hashtags note: List News we like to post (ex. new about vehicles, 4x4 etc) | - Does post short form vidoes on youtube |
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WEAKNESSES | - Doesn't engage too much on their followers - Does too much promotional content - Doesn't have much testimonial posts from clients -doesn't utilize hashtags |
-Doesn't respond to comments, especially inquiries. |
-No CTAs unnarrowed captions -Low-quality graphics -Barely publish contents -Doesn't engage with comments from followers | none | Too long captions | - Little to no engagemnts | -Has little engagements | - Not utilizing CTAs | - Does post mostly on promotional content - Too much branded hashtag making their reach low |
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OPPORTUNITIES |
Ocean Roads can leverage these opportunities for a successful entry and growth in the market with Norweld. |
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| Visual Appeal: Highlight products with captivating imagery.
| 1. Client-Centric Content: Emphasis on showcasing builds for clients, demonstrating commitment to customer satisfaction and practical applications. 2. Product Features Highlight: Consistent posts showcasing product features establish expertise and highlight the brand's quality offerings. |
DMW's strengths lie in their holistic and engaging approach to social media, encompassing client interactions, informative content, internal engagement, industry involvement, and versatile content creation. |
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RISKS | ||||||||||
COMPETITIVE EDGE |
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T.C Boxes stands out by:
This approach sets T.C Boxes apart as a dynamic, customer-focused brand with a strong social media presence. |
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Leveraging these opportunities inspired by DMW's strengths can empower Ocean Roads to enhance their engagement, credibility, and reach within their target market. |
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Marine
YOUR COMPANY |
COMPETITOR 1 |
COMPETITOR 2 |
COMPETITOR 3 | COMPETITOR 4 |
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OVERVIEW OF BRAND POSITIONING | |||||
TARGET AUDIENCE |
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SOCIAL MEDIA STRATEGIES | |||||
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COMPETITIVE EDGE |