A glossary of ScrewTinny and REPAMA-related terms and concepts

The REPAMA methodology introduces a number of new concepts and a great deal of new terminology, much of which needs explaining. The table below shows a list of terms and concepts relating to the REPAMA methodology.

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Term Definition and further information
REPAMA The Reverse-Engineered Positioning and Messaging Analysis. The competitive marketing intelligence methodology for visualising competitor’s strategy.
ScrewTinny ScrewTinny, is a software-based competitive marketing intelligence service developed by Danny Goodall.  It automatically ‘reads’ vendors’ marketing copy then analyses, categorises, ranks and infers the strategy behind the words before representing the results graphically.
MITICOR MITICOR is a classification of seven different value proposition categories. When a high-tech vendor makes a value proposition to its potential customer it will broadly fall into one of the following categories – Market, Income, Time, Institutional, Cost, Operational, Risk.
PIPESCOM PIPESCOM is a classification of eight different product feature categories. When a high-tech vendor describes their product, the area of product feature will typically fall into one of the following categories – Packaging, Interfaces, Process, Ease-of-use, Speed, Commercial, Operational, Management.
MED Chart The MED Chart (Market Element Distribution), is used to show the relative commitment a vendor has to a specific strategy. A score of 11 is apportioned, or distributed across the various different marketing strategies in the chart. Vendors that focus their marketing communications on a small set of strategies are rewarded with a higher score. However vendors that water down their focus by aiming at many strategies will score less for each strategy.Let’s take an example of a two vendors that are describing the value proposition (the benefits) that their respective products confer. Let’s say that vendor A makes one claim repeatedly that his product reduces the cost associated with some task or other. Vendor B also makes repeated claims that her product reduces cost, but in addition she also claims that her product will increase her customers’ revenue and will also reduce the risk of project failure.Now both vendors make a value proposition to their audience associated with reducing cost but for vendor B her cost claims are watered down because she also makes additional claims about value propositions (or benefits).
Market Mean The market mean allows multiple vendor strategies to be combined and ‘averaged’. So by adding together the MED results for 3 vendors and dividing the results by 3, a notional average marketing strategy can be created. This is most powerful when applied across an entire market segment where understanding the average marketing strategy for a given market segment has considerable competitive value.