Case Studies

• When B3 Communications began working with enterprise software developer Valdero, the company was preparing for a product launch. The B3 team needed to develop a public relations plan that presented the right messages for the company’s Supply Chain category product.

The Challenge

To identify market issues and top competitors, B3 Communications conducted extensive competitive research to review and compare messages for the market category, as well as corporate and technology positioning. The B3 team reviewed category definitions, company and product messaging, announcements and press coverage for each competitor.

The research showed that Supply Chain Management was the most frequent term used to describe the umbrella market category. B3 Communications was able to use this information to determine an appropriate strategy to define the market subcategory, identify Valdero’s top competitors and develop messages to differentiate the company for both the product launch and ongoing PR efforts.

The B3 Communications Solution

To identify market issues and top competitors, B3 Communications conducted extensive competitive research to review and compare messages for the market category, as well as corporate and technology positioning. The B3 team reviewed category definitions, company and product messaging, announcements and press coverage for each competitor.

The research showed that Supply Chain Management was the most frequent term used to describe the umbrella market category. B3 Communications was able to use this information to determine an appropriate strategy to define the market subcategory, identify Valdero’s top competitors and develop messages to differentiate the company for both the product launch and ongoing PR efforts.

Results

B3 Communications differentiated Valdero in the umbrella market by defining it as a company offering Supply Chain Control software, successfully setting Valdero apart from the first generation of supply chain event management and analytics providers. The B3 team’s aggressive market education efforts resulted in AMR Research validating Valdero’s definition of the Supply Chain Control market and recognizing it published research.

B3 Communications conducted the same competitive research six months later to assess how well Valdero’s messages were being received by the press relative to the messages and activities of competitors. The B3 team reviewed category definitions, company and product messaging, announcements and press coverage for each competitor. In addition, the B3 team conducted a perceptual audit with internal and external audiences. Armed with the results of this second round of research, B3 Communications recommended that Valdero make some positioning and messaging changes to designate itself as part of a larger market category and ensure the company’s future success.