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7/31/2019 Kshitij Gondhalekar A024 80303120025 GTM Assgn I
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Kshitij GondhalekarRoll No. :A024
SAP ID: 80303120025
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Windows-Making Accessibility Reality. Windows represents a series of GUI Operating systems designed,
marketed and made available by Tech Giant Microsoft.
Microsoft set off on a Mission to make technology accessible to peopleof diverse age groups and abilities, with the first release of windows in
.
Decades later Microsoft Windows represents not a product whichdelivers on the Brand promise, but the flag bearer of an era oftechnological innovation.
Accessibility to Microsoft means the peoples ability to see, hear andcustomize a computer to meet their requirements. Disability not beingas much an impairment as before
Microsoft imbibes a strategic approach by incorporating accessibilityinto Design, Planning, R&D, testing and Process documentation.
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Progress- The Microsoft wayProgress in Microsoft is measured by the following hallowed areas:
Innovation
Leadership
Spreading Awareness
Accessibility of Products Collaborating in sync with strategy.
Microsoft Windows 7 is the latest officially released operating system by
Microsoft in the Windows series.
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Marketing Mix Product and Price
Product: Windows 7 Marketed with Aero--- Better Design which appeals to GenY
Widely augmented support for gadgets over previous version
ncen ves o ere o m gra e rom an s a
Windows Phone ( tablet edition) similar to the mainstream version.Brings in more uniformity
Stronger support for application software in the form of increasedlibraries
Price: (Initially launched products price)Windows 7 Home Premium -$ 199.99
Windows 7 Professional - $ 299.99
Windows 7 Ultimate - $ 349.99
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Marketing Mix- Place and PromotionPlace:
Virtually accessible from anywhere due to virtual nature, but the systemrequirements project the Marketplace to most Intel and AMD basedproducts in addition to the Mobile and tablet market.
Distribution includes Electronics stores with high number of footfalls
Exclusive stores for better interaction and support Can be purchased online for convenience
Promotion:
Simpler Design Pronounced Pre-orders at discounted price to encourage more customer interest.
Upgrades from XP and Vista to 7 significantly cheaper than from XP toVista
Faster than imagination Tag Line
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Extended Mix for Enhanced Value--People:
Given the nature of the service and reputeCustomers themselves involvein testing review and Word of mouth marketing better than companyexecutives
Support experts and executives who extend support from Microsofts as
we as Mac ine Manu acturers si e or EM versions The Microsoft software Developers Network
And last but not the least the well committed Microsoft staff.
Process:
Specialized authentication processes to protect the customer and theBrand from Piracy
Automation and Encryption of the process
Process re-engineering based on customers requirements in everysuccessive version
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Extended Mix for Enhanced Value--
Physical Evidence Windows merchandise distributed in Promotional events
Select Primary Testers offered free copies of the software
Beta Testers et a reciator note and chea er u rades.
Windows 7 case is recyclableSends a message about Green Initiative.
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Customer Value HierarchyCore
Benefit Actual Product Expected Product
Augmented
Product Potential ProductCore
Customer
Value Basic Prod
Exp & lowest level of
competition
Effectiveuse of
computers
Customer centric
features
Features Augmented With
Every Product
24/7 Product
Support
Software for variouskinds of Tablet PCs not
just Intel based
Microsoft-
Accessibility
Personified: Brand
Promise
Embedded software to
support various plug and
play devices Warranty
Single OS for tablets,
PCs and Desktops (The
next release takes Baby
steps towards this)
World Class Quality
More user friendly design
to complement exisiting
featuress Secure Delivery
Amicable DesignCompatibility with moreApplication Software.
After SalesService
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Product Hierarchy
Product needInterface to Computer hardware Product classOperating Systems
Product line GUI Based OS
Product typeDesktop/Laptop OS BrandMicrosoft
Item (Stock Keeping Unit-sku)Windows 7
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Product Mix GridOperatingSystems
OfficeAutomation
Products
EnterpriseApplications
GamingHardware
and Apps
DatabaseApplications
Microsoft Microsoft Microsoft Microsoft Microsoft
Server OS
Outlook SharePoint Hardware Microsoft
BREDTH
DEPTH
Product Line
n ox 3 0XboxKinect
ccess
Desktop OS Win95/98
VisaWindows 7
MS Office2003
20072010
Dynamic CRM Apps Ageof Empires
SQL Server
Mobile OS
WinCEWin 8
Product Family
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Product Mix Decisions Microsoft started its journey of Windows when the need for
GUI was strongly felt. For almost more than decade Windows Operating System only
had one version, meant for desktop as it was desktop operatingsystem.
Eventually the technical advancement in the areas of hardwarepropelled Microsoft to come out with Server version. Further expansion of the platforms and devices such as Mobile
and Tabs propelled Microsoft Windows to have multi productapproach and customized version for each platforms and drove
the growth of product family and product line depth. The success of the operating system product line also drove the
brand width in other areas such as office automation , enterpriseapplications and gaming application and products
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Product Line strategy The Windows series had started with the Flagship version of Windows
as GUI based Desktop Operating System. Since then the product line has been regularly extended by adding new
version of Windows with new features with periodic intervals e.g. Win3.1, Win 95, Win 98,, Windows NT , Windows Vista and Windows 7.
areas , Windows OS for Sever OS, Windows OS for Laptop /Tab andWindows OS for Mobile/Handheld devices.
Microsoft used the success of their flagship OS products to achieve thebrand extension more product categories such as Office AutomationProducts, Enterprise applications and Gaming Application and
Products. Downward stretch is visible with the latest release of Windows 8 os for
handheld OR the Office 360 cloud based initiative which offers theentire suit of products at very affordable range.
Upward stretch by Microsoft is visible with very niche products
introduction such as Surface
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Branding Leader- MicrosoftMicrosoft is a branding leader which goes by a house of
brands strategy in line with its Mission statement.
At Microsoft, our mission and values are to help
realize their full potential.
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Brand Strategy - House of Brands
Creating variety of brand strategies for a wide range ofproducts has been the key to Microsofts Businesssuccess
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Brand Strategy - Spectrum From Fanciful, imaginative, to elaborative, ingredient and stand alone.
Microsofts branding culture covers the whole Spectrum
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Brand Strategy - Appeal
It apportions visual and verbal finesse to communicatea compelling brand promise.
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What Microsoft Means to People
Strong Promise of Performance with extremely highrecall value
Accessibility and Features Paramount
a ues: nnovat on, rogress, ea ers p, an ma ngtechnology Accessible Via Its Products and Services.
People at Microsoft give work great importance evenwillingly a higher preference over a personal life
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The Differentiators..(1/3)Form:
Windows is available in different consumer versions to cater to variousrequirements like Starter Pack for students, basic for light users, and Professionalfor regular users, and Home Premium for gamers, and Ultimate edition forDevelopers, Power users and programmers.
It caters to enterprises with the Enterprise edition with extended support. r g na qu pmen anu ac urer vers ons s w c come pre- ns a e on
top PC manufacturers.
Features:Windows strategically adds new features with every version like: Better Virtualization support by way of VHD mounting
Better Design more appealing to the young generation Better cross platform application support across remote, handheld home and
personal use software ( Windows Phone 7.5 Better Integrated with Windows 7 fordesktops)
Bit Locker Encryption for enhanced security
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The Differentiators..(2/3)Reparability: Windows Restore is a default function for restoration to factory settings OEM manufacturers also make available support at the PC makers End in
compliance with Windows, Recovery Disks may be requested online and system can be repaired.
Remote support is offered from Microsofts End to enable easy flow of techsupport
Reliability: Microsoft software is well tested by incorporating multiple rounds of
alpha, beta and end user feedback and test result reporting.
Windows 7 reportedly reports less bugs and even lower need forsecurity updates and patches Given the market standing, most software is tested for compatibility
with windows ensuring fewer problems.
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The Differentiators..(3/3)
Style: While competitor Apple is known for being the Market leader inDesign, Windows 7 gives a strong competition to even that trait byhaving not only a robust, but also a simplified design.
Some of the features which like the search bar, and desktop slideshowpresent a better look and feel factor over previous versions
Aero themes and Gyro Support, greatly enhance the viewing experience
Aero Snap, and Aero Shake also improve usability and convenience
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Product PackagingSimplicity in Design: Bold logo Communicates the strong Microsoft Windows Promise
Contrasting colours- The customers like the look and feel better and caneasily distinguish the difference in editions Re-design based on customers feedback only. Re-energizes the Microsoft
Windows mindshare.
Most software comes with a plethora of information and many differentelements---Windows 7 comes with only 3: The DVD, manual and plasticcase.
Easy to prise open, sleek design and convenient to carry compared toprevious versions
Green Initiative: The packaging used is around 50% better economic score and significant
reduction in wastage
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Warranties and Support Windows 7 is supported by live help and effective online support. For a product
which has a life cycle of 3 years ( A new edition every three years). The minimumsupport provided is for six years.
No charge security updates are provided free of cost ( by way of service packs) toenhance customer experience.
Consumer editions:
Supported till January 2015. Also Microsoft does away with the fear of losing thes . nce a p ece o w n ows so tware s reg stere , a ac up can e o ta ne
securely from the Microsoft website. This also includes help involving data recovery.
Business editions:
The business editions have a bare minimum warranty of six years.
But companies deploying Windows are reassured by a special extended support till2020.
Bundled editions:
For the Bundled editions support is provided indirectly through the manufacturerof hardware . The support guidelines vary from one manufacturer to another
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References
https://www.microsoft.com/enable/microsoft/mission.aspx
http://www.informationweek.com/software/enterprise-applications/6-pros-and-3-cons-of-microsofts-cloud-st/232602976
http://arstechnica.com/information-technology/2009/06/windows-7-pricing-announced-chea er-than-vista/
Wikipedia
http://articles.economictimes.indiatimes.com/2007-01-31/news/28385896_1_vista-ultimate-price-tag-windows-vista-home-basic
http://www.marketing91.com/8-marketing-strategy-lessons-from-microsoft/
http://www.theregister.co.uk/2011/07/16/microsoft_one_big_windows/