REPAMA Research Methodology

The range of Lustratus REPAMA reports and consultancy services helps sales teams to win more business, helps strategic marketing teams to build more competitive market propositions and helps marketing execution teams to generate better sales leads.

REPAMA is a new breed of competitive intelligence that provides detailed information on the go-to-market strategies of high-tech vendors. REPAMA examines:

  • How your competitors actually address their prospects
  • What messages competitors rely on in sales situations
  • What types of companies and individuals your competition targets
  • What value your competitors believe they provide to their customers
  • How your competitors try to deposition and undermine their own competitors
  • What features and benefits competitors stress in sales situations
  • How your competitors are positioned in the marketplace

How is REPAMA different from traditional competitive intelligence?

Whilst it is relatively simple to obtain feature or product-based competitive information, REPAMA research allows vendors to understand in detail how their competitors’ products are taken to market, promoted and sold. We represent the findings of the 25+ REPAMA studies using a Marketing Element DistributionTM (MED) diagram. For each specific element of marketing strategy the MED diagram shows the position of each of the vendors in the market segment. In addition a notional market mean for each study is computed which reprents the ‘average’ approach of the vendors in the study.

The studies also reverse engineer information textually such as the positioning statement that Lustratus REPAMA feels best represents the way the vendor is taking its products to market and our baseline assessment provides an at a glance textual overview of the strategies of the different vendors in the study as these example extracts below show:

Example Offer Category MED Diagram Example Reverse-Engineered Positioning Statement Example REPAMA Baseline Assessment
What marketing elements does REPAMA monitor?

REPAMA research is used by the sales, marketing and general management functions to understand the market landscape, tune or re-engineer propositions and to benchmark marketing performance against peers. The list of elements that REPAMA monitors includes the following:

Organisation and market approach

  • Company profile – How does the vendor want to be perceived?
  • Offer category – How does the vendor describe its offer?
  • Primary audience – Who does the vendor target?
  • Job titles targeted – Which job titles are targeted?
  • Sales engagement level – At what level does the vendor look to start the sales process?
  • Market stage –What market stage is suggested by the vendors’ marketing tactics?
  • Vertical market segmentation – Which industries does the vendor focus on?
  • Channel approach –What channel strategies does the vendor rely upon?
  • Implied sales methodology – Does the vendor appear to rely on a specific sales methodology?
  • Tone of voice –What “attitude” does the vendor take when addressing the market?
  • Geographic focus –Which countries does the vendor focus on?


  • Primary feature/benefit – Which features and benefits does the vendor ascribe to its product?
  • Interpreted feature/benefit  – As above but with rationalised categories to aid comparison
  • Value proposition approach – How important is value-based selling to the vendor?
  • Primary value proposition – Which value propositions does the vendor focus on?
  • Interpreted value proposition – As above but with rationalised categories to aid comparison
  • Use cases – What uses can the technology be put to?


  • Reverse-engineered positioning statement covering:
  • The ideal customer
  • Their main pain, need or desire addressed
  • The product name and product category
  • The main reason to buy
  • The primary competitor or alternative
  • The unique selling proposition
  • Depositioning strategy – How does each vendor deposition the competition or alternative?
  • Perceived threat – Which of the vendors in the study does each vendor perceive as a threat?
  • Differentiation strategy – Which approach does the vendor take to differentiation?
  • Positioning Spectrum Analysis – Comparing each element of the positioning statement with each of the other vendors in the study

The Lustratus REPAMA Guide

The REPAMA Guide provides an introduction to the REPAMA methodology together with a detailed descritpion of each of 25+ REPAMA studies. The Lustratus REPAMA Guide can be found here.

REPAMA Vendor Analysis Study, Segment Analysis Study and Further Information

The Lustratus’s REPAMA Vendor Analysis Study (or VAS) is based on an individual vendor whereas the Lustratus REPAMA Segment Analysis Study (or SAS), as the name suggests, compares the strategies of a number of different vendors in a specific market segment.

Lustratus produces REPAMA studies independently and via bespoke commission for vendors that are interested in benchmarking their own performance in the market or wanting to map out the go-to-market tactics of their competition.

Many REPAMA studies are made available commercially and some are provided without charge. For more information on our REPAMA research please contact Lustratus.