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Amey Kanade

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

February 17 @ 10:00AM PST
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Amazon Product Marketing at Fire TV Edition Smart TVs, Amey Kanade on Competitive Positioning
Top Questions
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) • February 17
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 da......Read More
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4 requests
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) • February 17
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......Read More
771 Views
1 request
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) • February 17
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 agree......Read More
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2 requests
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) • February 17
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 yea......Read More
702 Views
2 requests