Marketing Management ACE PROTEGE | MKT-302

Muhammad Hussain

20141 17712

ACE PROTEGE1

Contents

1. The Challenge

2. Guidelines

3. Introduction to Office Education

4. Office In Pakistan

5. Target Market Insights

6. Execution

7. Budget

8. SW-OT

9. Acknowledgement

10. References

The Challenge

Microsoft has just launched an education portal where eligible teachers and students can download Office at

no cost.  How would you build a marketing strategy for students and/or teachers in Australia/Pakistan to drive:

Awareness of free Office on the portal

1 million downloads/installs of Office

Sustained usage of Office after download

Guidelines

Target Market: Clearly identify your target audience (teachers and/or students), justify this decision and

demonstrate an understanding of their behaviours and needs. You could choose to focus on secondary or

tertiary, teachers and/or students.

Objectives: What does your campaign seek to achieve? Clearly state the marketing objective(s), keeping in

mind that your campaign must have a measurable impact and drive a return on investment. Use various key

performance indicators (KPIs) to evaluate the campaign’s success.

Execution Strategies: The activities and channels you use to deliver your message is where you can really let

your creativity and innovation shine. The possibilities are endless and we want you to think outside the box, but

don’t forget your budget parameters. Helpful hint: remember Microsoft already has Education campaigns in

the market so double check your ideas are original before embarking.

Budget and Timeframe: Your initial marketing campaign must run for 3 months and work with a maximum

budget of $200,000. Over the 3 months, your campaign should address the challenge points of: awareness,

downloads and usage. Also make sure your campaign realistic and achievable in the local market.

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.

What is Office 365 Education?

Office 365 Education is a collection of services that allows you to collaborate and share your schoolwork. It’s

available for free to students who are currently attending an academic institution. Office 365 Education includes Office

Online (Word, PowerPoint, Excel, and OneNote), 1TB of OneDrive storage, Yammer, and SharePoint sites. Some schools

allow students to install the full Office applications on up to 5 PCs or Macs for free. If your school provides this

additional benefit, you'll see the Install Office button on your Office 365 home page after you complete sign-up.

Office Blogs

Other Microsoft sites

Office Application

Word Excel PowerPoint Outlook OneNote Access Publisher

1. Office in education

Inspire, engage, collaborate, and work wonders in and out of the classroom with Office 365. .

Get Office 365 for you and your classroom

Office 365 Education is a collection of services that allows you to collaborate and share schoolwork. It’s

available for free to teachers and students. The service includes online versions of Word, PowerPoint, Excel, and

OneNote, plus a OneNote Class Notebook and 1TB of storage in OneDrive.

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2. Work wonders with Office 365

Learn how to inspire, engage, and enable your students to do their best work using familiar Office applications

across devices, while simplifying your life.

3. Power your class learning experiences with OneNote

Share note-taking, develop curriculum, and collaborate in real time. Or combine with digital ink to deliver rich

educational experiences. OneNote makes it easy to share resources with your entire class or with individual

students.

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4. Office on tablets

View, create, edit, and print Office documents on your Android, iPad, or Windows tablet with touch friendly Word,

Excel, PowerPoint, and more.

5. Store, share, and collaborate with OneDrive

Take advantage of your 1 TB OneDrive to store and share documents, access them from any of your devices, and

coauthor in real time. Post homework assignments, collect and provide feedback on student papers, and work on

documents on the go, from all your devices.

6. Create online lessons with ease

With Office Mix you can record, write and draw on your slides, add quizzes and labs, share in the cloud, play back

on any device, and see the results of your students in real time.

7. Reimagine the ways your ideas come to life

Use Sway to create and share a polished, interactive, web-based canvas of your ideas with students or other

teachers. It’s ideal for presenting a research paper visually, recapping a field trip, and much more.

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Executive Summary Office 365- Central Washington University

Microsoft Office 365 for Education is a subscription-based service for Higher Education which provides access to

numerous Microsoft services and software. MS Office 365 is offered in a tiered structure of five different plans, with

increasing services and functions, and escalating subscription prices. The first 3 plans (Exchange Online, Plan A1 and

Plan A2) are free to Higher Education faculty, staff and students. A brief description of the services offered in each of

these plans is provided in Section 4 of this Business Case.

After extended evaluation, the Washington Higher Education Technology Consortium (WHETC) has selected MS Office

365 as the recommended suite of communication and productivity tools for Higher Education in Washington State. By

licensing and deploying Microsoft Office 365, CWU will not only be able to address the issues identified above, but it will

also position CWU for other benefits and requirements for the future, via licensing of Plans A3 and A4.

Since the migration to any cloud based service can be involved and expensive, CWU consulted with Lilien System,

Inc. Lilien has provided a draft Statement of Work (SOW), which is attached to this Business Case.

Education in Pakistan The literacy rate ranges from 96% in Islamabad to 28% in the Kohlu District.Between 2000 and 2004, Pakistanis in the

age group 55–64 had a literacy rate of almost 38%, those ages 45–54 had a literacy rate of nearly 46%, those 25–34

had a literacy rate of 57%, and those ages 15–24 had a literacy rate of 72%. Literacy rates vary regionally, particularly by

sex. In tribal areas female literacy is 9.5%.Moreover, English is fast spreading in Pakistan, with more than 92 million

Pakistanis (49% of the population) having a command over the English language, which makes it the third largest

English-speaking nation in the world and the second largest in Asia. On top of that, Pakistan produces about 445,000

university graduates and 10,000 computer science graduates per year. Despite these statistics, Pakistan still has one of

the highest illiteracy rates in the world and the second largest out of school population (5.1 million children) after Nigeria

Information technology in Pakistan

This is a growing and rising industry that has a lot of potential. Matters relating to the IT industry are overseen and

regulated by the Ministry of Information and Broadcasting of the Government of Pakistan. The IT industry is regarded as

a successful sector of Pakistan economically, even in financial crisis. The government of Pakistan has given numerous

incentives to IT investors in the country during the last decade, this resulted in the development of the IT sector. In the

years 2003-2005 the country's IT exports saw a rise of about fifty percent and amounted a total of about 48.5 million

USD. The World Economic Forum, assessing the development of Information and Communication Technology in the

country ranked Pakistan 111th among 144 countries in the Global Information Technology report of 2014.

As of 2011, Pakistan has over 20 million internet users and is ranked as one of the top countries that have registered a

high growth rate in internet penetration. Overall, it has the 27th largest population of internet users in the world. In the

fiscal year 2012-2013, the Government of Pakistan aims to spend Rs. 4.6 billion on information technology projects, with

emphasis on e-government, human resource and infrastructure development

Target Market Insights Demographics:

Age group:

Cambridge/O level Secondary Schools 12+ University students 17+,Teachers 21+,

Incomes: Cambridge/O level Secondary School: 15,000 PKRS/annum ,University Students PKRS. 25,000/annum

Teachers 80,000+ PKRS/annum

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Geographics

-More common in highly populated areas

Metropolitan or Major Cities

-However, Microsoft’s aim is to make it available nationwide and due to this there will be access for students of any area

at any time

Psychographics

- Target markets have strong skills in the computing world compared to an inexperienced school student.

- Educated Pakistanis Middle-Upper class And above

- Private Cambridge or Foreign Education

-Activities: Private students have many assignments and exams which can be done through Microsoft.

Behavorial

These exams and assignments will have to be opened through similar software and therefore teachers will be able to

easily access these in order to mark and to also set new work for the students to complete.

Pros

- High amount of activities related to this type of software

e.g study, assignments, homework, exams, presentations, marking etc

- Additional ability in using the software properly over school students

- University teachers and students often need their own computers and software while schools provide computers,

programs etc

- All official/educational-forms/presentations/documents are made by pirated office 2007 or 2010.

-Microsoft Office is usually a pricey program

Cons

-Both markets may have already pirated Microsoft office older.

*Due to this problem, as part of our marketing campaign we would offer these people with codes for free access to the

next Microsoft Office to repay loyal customers better updates add ons, features or upgrades

-Minimal of the students or teachers may use different systems such as Linux or IOS

Microsoft has solutions for Apple and Linux

-Office has been apart of Pakistan's educational system since 1998 and is comprised of the original applications

including: Word, Excel and Powerpoint

-Many years later, Office has grown substantially with the additions of OneNote, Outlook and Publisher

-Provides students and teachers with comprehensive tools with an easy-to-use interface in order to create professional-

looking documents

Objectives

Targeting all education systems on virtual level (online education)

Spreading Awareness in all Top Notch and Private plus English Medium Schools

Connecting and Upgrading all University students of Pakistan

Reaching private popular Institutes and Coaching Centres

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Execution

1. Target VU

The University opened its virtual doors in 2002 and in a short span of time its outreach has reached over one hundred

cities of the country with more than one hundred and ninety associated institutions providing infrastructure support to

the students. Pakistani students residing overseas in several other countries of the region are also enrolled in the

University's programs.

2. Smart Schools

At The Smart School, we use the ‘blended learning method’. This is a combination of web-based e-learning and

traditional teaching methods. By using the relevant Information and Communication Technology (ICT) teaching and

learning tools, computer labs, and web portals, the combination of e-learning and traditional teaching will assist every

student in achieving their goals in the classroom.

E-learning will assist The Smart School teachers and students in meeting subject attainment targets.

It enables every student to set their own pace of study.

It is interactive and the systems allow active student participation.

It enables topics to be shown in audio and video sequences.

It fosters student collaboration, encourages creativity and develops research skills.

Students may access the web portal at any time through the Internet.

Students may use the web for study at school and at home.

3. Brand Ambassador Competitions

These competitions are to be and at University students and student extracurricular activity or societies. Focusing on

education, t and business or Marketing

Competitions can be about show casing creativity with Office features or they can be about Office feedback experience.

Purpose of Competition is free office awareness and the brand ambassador winners will also spread further awareness in

their domains.

This will target each and every university student directly.

4. Arfa Karim

Sponsorship or Social Entrepreneurship ventures highlighting Office 365 with the Arfa Karim schools and Foundation.

5. Buzz Marketing

We will use University and school packages for free. This will lead to official registrations of students via outlook IDs.

From the institutional heads and teacher sand then students. Official agreements or campaign with universities, schools

and institutes. Official registrations and word of mouth from teachers and academic heads.

6. Sponsorships

Common way is to sponsor IT and Business events at universities. Collecting student admiration and attention.

7. Social Media Campaign and Digital Marketing 360

Target Market is youth, Youth and students are addicted to all forms of Social Media. Direct access and huge audience.

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Budget and Timeframe $200,000 is 200,000x 105= 21,000,000 PKRS. The budget should be spent at University students at Business Schools and

IT institutes and Brand Ambassadors.

Social Media Advertising- Digital Marketing

Small amount of print can be effective at magazines.

Time frame has to be lengthened to 6 months or two semesters.

Office 365 vs. Google Apps If 2010 saw the wide adoption of cloud based email and collaboration software, 2011 was the year of "integrated" cloud solutions. Businesses want to avoid the "cloud sprawl" of managing multiple point cloud solutions and creating

new data silos. They want to access email and other team collaboration tools from a single cloud suite.

The 2 giants of software are sparring in this arena with Office 365 and Google Apps. It has been identified a strategic

battlefront, even as the larger "Google vs. Microsoft" war rages on. But to see this market as MS Office 365 vs. Google

Apps play is myopic. The market also has smaller but more experienced players. We bring you a factual Office 365 vs. Google Apps comparison, also including HyperOffice, which has been serving SMB focused cloud solutions since 1998.

1. Microsoft Office 365

Released publicly in July 2011, Office 365 is the successor of Microsoft BPOS. Even as Mi crosoft promotes its 2010

series of its on-premise enterprise solutions, the cloud is critical to its future, as Steve Ballmer repeatedly emphasizes.

Office 365 is the next generation of Microsoft BPOS, and is a refurbished and integrated online version of its on-premise solutions - Exchange and SharePoint 2010. Office 365 supposedly improves upon BPOS, which experienced

persistent downtime issues, and adds Office Web Apps in response to Google Docs. Have these changes made Office

365 more desirable?

2. Google Apps

Google Apps brings a new "web based" approach to enterprise collaboration software. Google Apps is positioned as next generation enterprise software, specifically targeting on premise Microsoft messaging and collaboration

products - Exchange and SharePoint. More and more companies are signing up, and seeing it as a viable alternative to

Microsoft and others. It has generated massive media interest with Microsoft Office 365 vs. Google Apps comparisons rising to a fury. But with limited paid customers for Google Apps, its future success remains to be seen.

As the battle gets meaner, we bring an objective, feature to feature comparison of Microsoft BPOS and Google Apps. Also included is HyperOffice Collaboration Suite, a specialist in online messaging and collaboration software with a

laser focus towards SMBs, having served this segment for the last 10 years.

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General

Strengths

For Education needs of

students and teachers of

almost every academic level

Integrated with Outlook

Integrated with Skype

Ideal for elaborate enterprise

needs

SharePoint Online may be used to create custom applications

Includes Gmail, one of the best email clients around

Since it evolved from the

consumer market, it is super simple

Low cost leader

Designed with a laser focus towards SMB needs

Seamlessly integrated since it

was designed as a single solution

Customer support (for all

users/all issues) is ideal for SMBs without in house IT

Weaknesses

Expensive

Ad-hoc integration as

components are also stand

alone products (Sharepoint Online, Exchange Online)

Can be complex for some users

Not popular

Weak User status

Is seen as more a consumer

oriented product repackaged for businesses

Poorly integrated with multiple

interfaced as components are

stand alone products in

consumer market (Gmail, Sites, Groups etc.)

Lacks online authoring

capabilities

Lacks web conferencing

Features

...Online Document Management

Storage

Collaboration (version control,

notifications, comments etc.)

Desktop Web Folders

Online authoring

Full text search

...Online Project Management

Task scheduling (create,

assign, track)

Task dependencies

Gantt Charts

To-do lists

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...Communication and Messaging

Web mail

Outlook Synchronization

1

Calendars and contacts

Web conferencing

...Site Publisher

Publish internal site

Personal Sites

Publish external site

WYSIWYG Publisher

Advanced drag and drop

publishing

...Relational Web Databases and Online Forms

Relational Online Databases

Web Forms

2

1. No tasks sy nc, and sy ncs only 1 calendar

2. Google Docs can be used to create f orms

Mobility

...Phones Supported iPhone, BlackBerry, Android,

Nokia, Window s Mobile

iPhone, BlackBerry(1), Android,

Nokia, Window s Mobile

iPhone, BlackBerry, Android,

Nokia, Window s Mobile

...Features Supported

push email, push calendars, push

contacts, push tasks

push email, push calendars,

push contacts,

push email, push calendars,

push contacts, push tasks

...Protocols

Supported ActiveSync ActiveSync, SyncML(2)

ActiveSync, SyncML, Email to

SMS

1. Requires Blackberry Enterprise Server implementation

2 . O nly supports contacts for SyncML

Service and Support

...Phone Support Available to admin for "critical

issues" Available to admin for "critical

issues" Available to all users for all

issues

...License Terms Annual Monthly or annual Monthly or annual

Copyright © HyperOffice 2011. All Rights Reserved

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Acknowledgements

I would like to extend my gratitude to Mr. Navaid M Khan, He has been an

inspiration. I have studied two courses from him and find him irreplaceable. He is

my mentor, instructor, guru, coach and guide. His experience to my colleagues

(young) is a gift for us to avail. It is always an honour to take a course from him.

References Microsoft Protégé

Microsoft Office –Office365.com

Google

Hyoer Office

Wikipedia

Slideshare By Zac Halstead, Toby Catt, Rafael Costas & Shuai Yuan - Australia

Compiled and Edited Muhammad Husayn Ace – Pakistan--IoBM