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Anima Palshikar

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

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Anima Palshikar

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  1. Competition Analysis: A Lesser Explored Combination of Technical and Marketing Communications Sr. Technical Writer – MarCom Cyberoam Technologies Pvt Ltd. Ahmedabad Anima Palshikar

  2. 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)?

  3. 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

  4. Why Do We Need Comparisons?

  5. Zero Moment of Truth

  6. Different Needs Different Comparisons Consumer • To understand the similarities and differences • Matching the requirement to the available options • To understand value for money • To take a right decision Vendor • To understand the market and competition • To find out the strengths and weaknesses • To understand the scope of improvements and Sale

  7. Why we are discussing it in the forum of Technical Communicators?

  8. 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.

  9. Developer and Users

  10. Technical Writer’s Positioning End User Documents Development Market • Gap Analysis • BRD and PRDs Technical Writer • Marketing Comparisons

  11. 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

  12. Marketing Comparison

  13. 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

  14. 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.

  15. Marketing Comparison Points to compare Features Comparison Value for Money User Experience

  16. 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

  17. Comparison: A Development Point of View

  18. 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

  19. 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

  20. 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

  21. 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

  22. 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

  23. About the Hangover • Thumb Rule - Comparisons should not make you loose a deal • Ready for the responses from the competitors. Sometimes comparisons backfire 

  24. Aid to… • Sales and Marketing Campaigns • Branding and Advertisements • Newsletters • Offers and Schemes • Core Documentation

  25. Thank You anima.palshikar@elitecore.com

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