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Amey Kanade

AMA: Amazon Product Marketing at Fire TV Edition Smart TVs, Amey Kanade on Competitive Positioning

February 17, 2022 @ 10:00AM PT

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  1. How does one create a "positioning document?"

    Our organization is focusing on a new customer segment and channel. My CMO has asked me to create a "positioning document" that we can share with senior leadership that articulates how we're going to market to this segment. Does anyone have a template or (and NDA-compliant) example document I could use as a model? Just trying to understand what type of information to include and how best to organize it. Thanks!

    Amey Kanade
    Amey Kanade

    Amazon Product Marketing at Fire TV (Smart TVs) • 4y

    I always start with defining the customer and then working backwards.  1. Define the customer: Based on the market data, I come up with a few personnas. Personnas makes is easier to tell a story and it's easier for your audience (in your case your - CMO) to visualize the customer. Use all the data you have to build a semi-fictional charater and the world around her/him. Use images, videos. 2. Define the probelm this charater faces and the current solutions (or lack thereof). Talk about her frust ...Read More

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  2. What metric, goal or KPI can you put on providing competitive intelligence to the company or product teams?

    I work in a company that measures the impact of all projects, but admittedly this is a difficult area to track. Would love to any suggestions/thoughts.

    Amey Kanade
    Amey Kanade

    Amazon Product Marketing at Fire TV (Smart TVs) • 4y

    Another great question, thanks! I have been in a few roles where my job was to provide market data, competitive intelligence etc to other teams (CEO, Product, Sales etc) within the org. These teams would use this information to make strategic decisions, use them in sales presentations, etc but to put a common metric on providing competitive intelligence was hard. So we would send a quarterly survey to other teams within the org to participate in an anoynmous survey asking them about the usefulne ...Read More

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  3. How do you perform extensive competitive product research?

    I've been tasked with it but I'm missing the mark. This research is for the CEO and Product/Engineering teams who want to know how our tech stacks up in the market. Do you have any tips?

    Amey Kanade
    Amey Kanade

    Amazon Product Marketing at Fire TV (Smart TVs) • 4y

    Here are some tips based on my eperience: 1. Keeping up with competitive product research, especially in tech, is hard: The tech space evolves at a rapid pace and your research can become absolute/stale within few weeks. Provide competitive intelligence back to your CEO/Product teams at an agreed upon cadence.  2. Try to templatize your findings. You will likely find your data on various product pages, press announcements and internet in general. Following a common template where it's easier for ...Read More

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  4. What are some of the best practices and tools that you use to determine competitive positioning that you could recommend?

    Amey Kanade
    Amey Kanade

    Amazon Product Marketing at Fire TV (Smart TVs) • 4y

    Early on in my career I use to spend a lot of time analyzing my competitors. I closely followed everything on their website, product pages, old blog posts, social media handles etc. Youcan almost make a mental model of how the company, product and their marketing strategy has evolved over the years. It is good learning but it is very easy to fall into a rabbit hole and spend hours reading. Nowadays I have a google alert set on a bunch of keywords. I get a daily email report with information just ...Read More

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