anima palshikar
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Competition Analysis: A Lesser Explored Combination of Technical and Marketing Communications. Sr. Technical Writer – MarCom Cyberoam Technologies Pvt Ltd. Ahmedabad. Anima Palshikar. What has brought you here? Subject: Interesting or Confusing - PowerPoint PPT PresentationTRANSCRIPT
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Anima PalshikarSr. Technical Writer – MarComCyberoam Technologies Pvt Ltd.Ahmedabad
Competition Analysis: A Lesser Explored Combination of Technical and Marketing Communications
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What has brought you here?
• Subject: Interesting or Confusing
• How and Why a comparison can be a combination of Technical and Marketing Communication?
• Relation amongst Marketing Communication, Technical Writer and Technical Communication
• Can we consider making a career in Competitive Analysis (how)?
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What do you think, what is a Comparison?
Definition says : An act of evaluating two or more things in relation to each other.
Social Perception:A way of Life
Philosophy:• The thief of joy• The reason of joy
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Why Do We Need Comparisons?
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Zero Moment of Truth
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• To understand the similarities and differences
• Matching the requirement to the available options
• To understand value for money
• To take a right decision
• To understand the market and competition
• To find out the strengths and weaknesses
• To understand the scope of improvements and Sale
Different Needs Different Comparisons
Consumer
Vendor
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Why we are discussing it in the forum of Technical Communicators?
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Profile Overview - Conventional
A Technical Writer • Is a bridge between a Technocrat and an end user.
• Translates Technical concepts into simple language.
• Documents all the stages of a product or software
life cycle.
• Documents all the processes of a
product/service/software life cycle.
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Developer and Users
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Technical Writer’s Positioning
End User Documents
Development
• Gap Analysis • BRD and PRDs
• Marketing ComparisonsTechnical Writer
Market
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Competitor Study in Organization
Why - Market• kill the competition• help in decision making • boost up the sales• market the product
Why - Development• Gap Analysis• Betterment of the product
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Marketing Comparison
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Marketing Comparison
Approach – My Product is the BEST
• Identify/create the market
• Identify/choose your competitor
• Identify your strengths
• Identity competitors’ weakness
• Understand the user’s psychology
• Identify pitch line and stick with that
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Marketing Comparison
How to start with a Marketing comparison ?
• Know your product and competitor product
thoroughly
• Study all the available literature and collaterals, User
Interfaces
• Develop price to performance ratio analysis
• Hands on with product, if possible
• Highlight what the user will enjoy with a particular
product or what their suffering would be with
competitor product.
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Marketing Comparison
Points to compare
Features Comparison
Value for Money
User Experience
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Must Have for Marketing Comparison
• Interesting and useful read for the user
• Backed with appropriate references
• Improve readers’ knowledge regarding the
product and motivate them to ask more
from the competition
• Penetrating Customers thought process
• Presenting weakness of the product in a
convincing way
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Comparison: A Development Point of View
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Comparison: A Development Point of View
Approach - There is always a room for improvement
• Feature comparison • Market need• Efficiency• Granularity, Usability and Scalability • Innovation
• Price • Best product with reasonable price• Competitor price, Discounts, Schemes,
Trade up programs
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Comparison: A Development Point of View
How to do a Gap Analysis?
• Address customer problems
• Analyze genuine feature requests and
their scope
• Interact with concerned teams or
customers to understand the
requirement and implications
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Must Have for Gap Analysis
• Feature requirement with use cases and visuals
(if required)
• Business criticality - time and geography wise
• Brief information regarding competitor’s
approach
• Clear visibility of market trends
• Short and crisp reading for the developers
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What is the challenge?
• Two schools of thought
• Truth with hard core facts – Left
Brain
• Marketing Standards – Right
Brain
• Balance of Left and Right Mind
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Skill Set
Inside• Right Attitude• Eye For Detail• Good Analytical mind • Good understanding of customer
perceptions and psychology
Outside• Language • Statistics• Graphics- Illustration• Real Scenario and Use Case
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About the Hangover
• Thumb Rule - Comparisons should not make you loose a deal
• Ready for the responses from the competitors. Sometimes comparisons backfire
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Aid to…
• Sales and Marketing Campaigns
• Branding and Advertisements
• Newsletters
• Offers and Schemes
• Core Documentation
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Thank [email protected]