The answer is…well at the moment I don’t know but I know a way of finding out.
One of the by-products of the REPAMATron system I’m building to automatically infer a high-tech vendor’s marketing strategy from the way they take their products to market, is that I’m able to build a count (or frequency distribution) of the words that are used in their marketing literature. If I also know what grammatical category (part of speech) the word fits into (noun, verb, adjective, etc.), then I can build a count for the different parts of speech associated with describing a product or service.
This might be useful for example if we look at the superlatives (best, fastest, quickest, cheapest, etc.)… Continue reading
As I mentioned in a previous post I’m in the process of automating REPAMA – our competitive marketing intelligence methodology. It’s quite a task and I’ve not been able to focus as much time on the project as I would have liked, but it’s coming along.
REPAMA visualises competitive intelligence. I created the REPAMA methodology to allow me to understand infrastructure software vendors’ marketing strategies and to allow me to compare one vendor’s strategy with another. REPAMATron is the project that is automating the manual REPAMA methodology. It’s going to take a number months to work through all of the algorithms to ensure that they are true to the manual REPAMA methodology. But I thought I’d share… Continue reading
…Well strictly speaking that should be I’m creating a monster. You see, I’m in the process of automating our REPAMA methodology. Let me explain.
I’ve been using the REPAMA competitive research methodology for many years to understand vendors’ marketing strategies. Long before the formation of Lustratus in fact. It wasn’t a strict methodology back then. It was a set of relatively loose processes, measures and classifications that I used to ‘score’ various elements of a specific software vendor’s marketing strategy.
I used the process when I worked on the vendor side in various senior marketing positions. It allowed me to understand how I could differentiate my company’s technology from our competitors. And to differentiate, first I had to know how… Continue reading
I was having a drink the other day with an old friend and potential future client.
We were discussing the competitive situation in the market in which his company competes. He knows that I’ve carried out some marketing positioning work for some of his competitors and so we got on to the subject of an industry event that he attended recently.
He told me that both he and one of his competitors (who I’ve carried out some positioning work for) gave a presentation at the event. Whilst he didn’t find his competitor’s presentation very credible (no surprise there), he did say that he was frustrated that in speaking to a couple of potential customers in the audience after the event,… Continue reading
I watched the 2nd televised leaders’ debate the other evening and was struck by the maturity of some of the competitive marketing campaigns conducted by the UK’s political parties.
(Please get through this rather turgid and wordy description of the state of current political debate in the UK – there is a marketing-related point to this.)
Here’s the long-hand description of the most significant ideological and tactical difference between the two main parties contesting the UK general election.
To those readers who are not familiar with the subtleties of UK politics we have an incumbent government formed by the Labour party. The majority opposition is formed by the Conservative party with the minority opposition coming from the Liberal Democrats. There… Continue reading
As mentioned earlier in these pages I’m documenting my quest to arrive at a market segmentation model of the cloud computing market. This will allow me to perform a series of REPAMA competitive marketing studies into various vendors in the cloud computing space. I’m uncovering more and more interesting research as I go and one such piece is described below.
The smart people at NIST (The US Governmental agency responsible for something or other – standards I think) have released some interesting work on cloud computing. Aimed at reaching a common set of definitions around cloud computing and its use cases, but recognising that these will change over time, their work can be found here.
I’ve reproduced some sections… Continue reading
Just a quick note to say that I’ve updated the Lustratus REPAMA Guide to version 1.1. I’ve added three more studies that have been part of our analysis for some time but hadn’t quite found their way into the guide.
- Depositioning focus
- Differentiation strategy
- Perceived threat
All of these studies are concerned with interpreting how the vendors under scrutiny approach competitive differentiation in one way or another and are now explained in the guide.
The Lustratus REPAMA guide is available for download, and for the first time in HTML format. Click here for more information.
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In putting together our REPAMA analysis into the go-to-market strategies of the vendors in the cloud computing space, we first must arrive at an agreed segmentation of the market. This blog documents that process.
OK so as I mentioned here, I am going to carry out a series of REPAMA Segment Analysis Studies into the cloud computing market. The desired end product is a series of reverse-engineered go-to-market strategies for a set of vendors in each of the categories within the cloud computing market. But first I need to decide on the segmentation of the various technical offers in the cloud computing space. After that I need to decide which vendors fit into each of the different proposition… Continue reading