Sena records changes in price, pack, placement, and claims in the markets where a product sells. Brand, growth, and category teams see the current move.
Most teams already run a competitive watch, assembled from alerts, a document, and whoever noticed something first. Three gaps show up the moment a rival moves.
Alerts fire on press releases, site changes, ad libraries, and public posts. A competitor who changes a price on a shelf in one country keeps that off every published surface.
An alert says a rival cut price 12 percent. Whether anyone switched sits in a different system, on a different cycle, owned by a different team.
A monitoring setup tracks a named list. The player taking the share is often the one added to that list last or the one still absent from it.
Sena is a decision AI with access to real-world data. It records what competitors change inside real stores across 190+ countries, matches each change to recorded consumer purchases for the same window, and traces every observation back to the capture behind it.
Sena reads price, pack, facing, and placement off geo-verified captures inside real stores, so a change registers where the category decision gets made.
Sena records a verified signal for the window a rival move landed in, so the change carries a commercial read on arrival.
Sena ranks against every player consumer named in that market, so the set updates itself as the category changes.
Scope is what separates a useful watch from a busy one. Five signals carry almost all of the commercial weight, and everything beyond them raises volume at the same decision quality.
| Signal | What changes | Why it matters |
|---|---|---|
| Price | Shelf price, promotional depth, multibuy mechanics | The fastest lever a rival pulls, and the one consumers respond to first |
| Pack | Size, format, refill, materials, on-pack claim | Changes the value equation quietly, ahead of any announcement |
| Placement | Shelf position, facings, secondary siting, availability | Decides who gets seen at the moment of choice |
| Claim | The message on the pack, in store, and in media | Signals the territory a rival intends to fight on |
| Presence | Which markets and which chains a player enters | The earliest read on where competition arrives next |
Start from the players a buyer would weigh, and hold the set open so a new entrant joins when consumers begin choosing it. A fixed list ages into a blind spot.
Competitive structure differs by country, so a watch aggregated across a region reports an average that describes a market of its own. One market, one watch.
A move carries meaning through when and where it happened. Sena attaches the market, the store, and the capture date to every observation.
The move is half the answer. Read the recorded purchase for the same window and the same market, and the watch produces a decision.
The software layer collects, deduplicates, and routes, so a team reads one stream, and six inboxes collapse into it. The collection layer is where most setups run thin: they cover the surfaces a competitor controls and publishes, which excludes the shelf.
Geo-verified capture inside real stores is what closes that gap, and it closes it hardest in markets where the local press carries little.
Pricing is the signal teams watch hardest, and price alone is the least conclusive. What separates a cut that wins volume from a cut that burns margin is what consumers did next, so a price feed alone leaves both looking identical.
Read the price beside the recorded purchase in the same window, and the move sorts itself into a gain, a defense, or a mistake early enough to answer.
Many teams run this as a standing routine, short of a system: a channel, a document, and a weekly scan. That works while one person holds the category in their head and breaks the moment coverage spans twelve markets. A platform earns its place by holding every market on the same basis, so a move in one country compares against a move in another.
The discipline is one configuration applied everywhere, so a move in Norway and a move in Germany sit on the same scale.
Real people share what they buy and prefer, under explicit consent. Sena captures it directly at the source, so every figure traces back to its source whenever a number comes under question.
Sena answers competitive questions from consumer data collected under explicit consent and geo-verified store capture. It names the move, the market, and the response and attaches the reasoning and the source records to the answer.
Sena runs the same watch across every market, so a move in one country compares directly against a move in another.
Sena pairs each observed change with the recorded purchase for the same window, so the response decides priority.
Every competitive observation traces to the store, the market, and the date, with the geo-verified image behind it.
One figure, set from three inputs, showing how much competitive terrain Sena holds in view at once.
144 shelf positions. Refreshed on request, against a weekly manual scan.
A claim about a competitor is only as defensible as the record behind it. Sena produces every observation on this page from real-world data captured when the question needs it, from the capture at the shelf through to the market, the date, and the capture behind every observation.
Records what buyers chose while a rival moved, so a competitor's action reads against demand. That activity is how Sena reads a rival move, drawn from the people making the category decision. The competitor read rests on people who agreed to share what they buy. That consent covers the switching data a competitive read is built on.
Reads price, pack, facings, and placement for every player off images and video captured in real stores, which is where a competitive change first becomes visible.
Brings the campaign, sales, and CRM data in through existing integrations, including Salesforce and HubSpot, so a rival move reads alongside own performance for the same week.
Turns scattered competitive decks, capture sets, and spreadsheets into one connected database, so this week's read sits on the same trend line as every scan already filed.
Four teams read the same competitive picture, and each one needs a different cut of it before they can act.
Owns the claim and needs to know the territory a rival has newly moved onto.
Owns the response budget and needs the demand effect before committing to a counter.
Owns positioning and needs early sight of a pack or format change.
Owns the competitive read and needs every observation traceable to a capture.
The same watch, read against the decision each category actually makes.
Track price, pack, and shelf position per chain and per market, where the category decision happens in-store.
Follow product terms and positioning as competitors change them across regions.
Watch plan structure and promotional mechanics move before switching reaches the churn figure.
See which specification and price point a rival leads with in each market.
The mechanism stays the same for every market and every player. Each step is documented, which is what keeps a competitive claim defensible.
Real contributors record price, pack, and placement inside stores across the markets under review, under explicit consent.
Sena attributes each observation to the player and the market and dates it to the capture.
Recorded purchase for that market and window reports beside the move, so the response arrives with the observation.
Most monitoring setups watch the surfaces a competitor controls. Sena watches the shelf and the consumer. The table below shows the differences that make it into the report.
| Capability area | Current approach | Sena |
|---|---|---|
| What gets watched | Press releases, site changes, ad libraries, and public posts. The feed covers what competitors publish. | Price, pack, facings, and placement captured inside real stores, plus what consumers bought. |
| Coverage in quiet markets | Thin, because coverage depends on existing published material. | Equal in every market, because collection happens at the shelf. |
| The effect of a move | Reported separately, on a different cycle, by a different team. | The recorded purchase for the same market and window arrives with the move. |
| The competitive set | A list named at setup and maintained by hand. | Every player consumers weighed in that market, updating as the category changes. |
| Market granularity | Regional summaries, with the country that moved inside the average. | Each market watched and reported separately. |
| Auditing an observation | A link to the source article or page. | The geo-verified store image, the market, and the capture date. |
Three situations where seeing a rival move with its effect changes the decision on the table. All three read from one consumer network.
Read the cut, the volume it moved, and the segment it moved, then price the response against what it would recover.
Spot a competitor moving to a new format in one market, and check demand for it before the format reaches the rest.
Watch a new player appear in the consumer set, take share and stall or hold, and market by market from the first week.
Competitor monitoring names what a rival did. The four decisions below are what teams ask around it.
Every marketing decision Sena supports, in one place
Category attention, market by market
Competitor monitoring names the move. Share of voice reports how much of the category conversation each player holds while it happens.
Explore share of voice 02Awareness, consideration, and preference, per market
A rival move eventually shows up in perception. Brand tracking reports which step of the funnel it reached and in which markets.
Explore brand tracking software 03The lift, read against the market
A campaign runs against whatever competitors were doing that week. Campaign performance separates its own lift from the competitive weather around it.
Explore campaign performance 04The tone behind the movement
A competitor move changes how the category talks. Sentiment reads the direction of that change, market by market.
Explore market sentiment analysisThe walkthrough reports what those players changed in price, pack, and placement in the named markets. Records purchases beside each move and opens the capture behind each observation while the team watches.
Tell us the players and the markets, and we will bring the watch.