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http://www.technologymarketingcenter.com/resourcearchive/how-to-attack-with-competitive-positioning.php
Read the article on the link above. Answer the following question... “How to Attack with Positioning”, talks about software that writes contracts. By the way, FUD means “fear, uncertainty, doubt” – it is a sales tactic to create doubts about the competing supplier in the mind of the buyer. In this article, comment on the company’s move to focus on certain customers rather than others (segmentation), based on what sort of positioning?

Explanation / Answer

“How to Attack with Positioning”, talks about software that writes contracts.

First know about Positioning

Definition:

Positioning is a perception created in the minds of a certain segment of customers about the unique aspect of a supplier's offering relative to competitive alternatives

The Positioning process steps were:

• Understand the competitor's attack vectors

• Refute the attacks

• Redefine and prioritize the elements of the contract management lifecycle that customers evaluate during the sales process

• Define and exploit the competitor's product vulnerabilities in the high-priority phases of the contract management lifecycle

By the way, FUD means “fear, uncertainty, doubt” – it is a sales tactic to create doubts about the competing supplier in the mind of the buyer.

It s an Company Defense tactic to overcome the competition from competitor Like:-

·       Create FUD - ask about:

·       Performance: desktop vs. server delivery?

·       Loss of changes when importing from 3rd parties?

·       Plug-in needed, only available with current Word version?

In this article, comment on the company’s move to focus on certain customers rather than others (segmentation), based on what sort of positioning?

Based on Marketing then conducted in-depth competitive research, both on-line and telephone discussions with lost prospects, current prospects and customers. This research revealed further information about the pros and cons of the competitor’s product feature that was superior to ours, including potential integration, compatibility and roadmap issues. We also learned more about the aggressive sales tactics they were employing.

Competitor Trap

Positioning: “Management” = Quickest ROI, highest business value (vs “Authoring Automation”)

Company Defense

Positioning:

·       Highest business value found in complex ‘contract management’ – ‘authoring’ (where Word is used) is lower value process automation

·       Company authoring tool enables uniquely powerful management capabilities and supports but is not limited by MS Word

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