10 step product marketing plan lesley yu
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10 step product marketing plan lesley yu Presentation Transcript

  • 1. 10 STEP Marketing Plan for ADOBE PHOTOSHOP
    • Lesley Ann P. Yu
    • February 2010
  • 2. 5 Steps for Part 1 (PTM and positioning)
    • Adobe Photoshop PTM are “the design professionals”
    • Technology that can provide image editing & manipulation
    • Current image editing softwares in the industry.
    • Described as the “industry standard”
    • 90% of the Creative Market
  • 3. 5 Steps for Part 2 (Marketing Mix & Strategy)
    • Market Leader in commercial bitmap & image manipulation
    • High Price for Best Value
    • Adobe relies on a “Push” Strategy
    • Adobe Photoshop is marketed through sales channels
    • Photoshop differentiates as competitive advantage
  • 4. Positioning to the Primary Target Market
    • Part 1:
    • Steps 1 to 5
  • 5. 1. Adobe Photoshop’s PTM are the design professionals…
    • Demographics
    • (20-40’s, M/F, social class A-AB, Single/Married)
    • Lifestyle
    • (Graphic Designers, Web Designers, Serious Amateur Photographers, Professional Photographers)
    • Behavior
    • (an average of 2-8hrs a day depending on editing needs of the user)
  • 6. 2. Photoshop PTM’s NWE
    • Needs:
    • Opportunities for Innovation and Creativity.
    • Technology that can provide image editing and manipulation capabilities.
    • Wants:
    • User -friendly interface (palettes, layers, tools, etc.)
    • Retention of commands with upgrades
    • Software compatibility
    • Expectations:
    • Achieve a professional level in their work.
  • 7. Reach a professional level
  • 8. 3. Adobe Photoshop’s main competitions to date…
    • Direct: GIMP , Pixelmator, Paint.NET, Graphic Converter
    • Indirect: vector-graphic editors, web and layout editors, animation software.
    • Variables: Price, Professional level, Specific use, Convenience of use, Brand, Software Features
  • 9. Adobe Photoshop widely used in the professional level… Price vs. User Matrix Photoshop GIMP Pixelmator Paint.NET Graphic Converter Price/ User Matrix Basic Editing Amateur Professional High price Low price Freeware
  • 10. Adobe Photoshop positions itself in the industry… Product Features vs Brand Matrix
  • 11. Adobe Photoshop positions itself in the industry… Product Features vs Brand Matrix
    • Adobe Photoshop targets a large segment of the creative market, providing tools and products for various field, and not only photo editing.
  • 12. 4. Photoshop positions as the “industry standard”
    • Adobe Photoshop has been described as the “industry standard” in the design field.
    • It caters from amateurs to professionals (from family photo albums to Hollywood movies)
    • It encompasses digital imaging, web creation and postproduction film editing.
    • While competitors focuses on the basic features for beginners, Adobe also provides advanced tools for a variety of professionals.
  • 13. 5a. 22% GIMP users for online poll… SOURCE: http://sixrevisions.com/tools/five-best-image-editing-software/ 56% Photoshop 22% GIMP 6% Pixelmator 6% Others
  • 14. 5b. Adobe claims 90% of the creative market… SOURCE: http://www.mercurynews.com/ci_14376246?nclick_check=1
  • 15.
    • Adobe claims 90% of the market professional photographers and graphic artist.
    • 10 million professionals use Photoshop.
    • Based on the %’s of the poll
    • Photoshop (56% = 10 m)
    • GIMP (22% of 10 m = 2,200,000)
    • Pixelmator (6% = 600,000)
    • Others (6% = 600,000)
    • 3. Projected Total Market Size = 13,400,000
    5b. Adobe claims 90% of the creative market…
  • 16. The Marketing Mix Strategy
    • Part 2:
    • Steps 6 to 10
  • 17. 6a. Photo of product Adobe Photoshop CS
  • 18. 6a. Photoshop’s direct competitors are… GIMP Graphic Converter Pro
  • 19. 6a. Photoshop’s direct competitors are… Pixelmator Paint.NET
  • 20. 6b. Market leader in commercial bitmap and image manipulation…
    • Adobe Photoshop is a pixel-based, graphics editing program developed and published by Adobe Systems. It is the current market leader for commercial bitmap and image manipulation software, and is the flagship product of Adobe Systems.
    • After its re-branding, it became part of the Adobe Creative Suites package.
  • 21. 7. High Price for Best Value
    • Adobe Photoshop average cost from $550- $700 in 3rd party outlets. Educational versions comes with $300 price tag. Extended upgrades cost approx P150
    • Pixelmator prices at $59.95 (approx. 89.3% lower in cost vs Adobe price)
    • Graphic Converter prices at $35 (approx. 93.7% lower in cost vs Adobe price)
    • Paint.NET is open source (freeware) windows only
    • GIMP is open source (freeware)
  • 22. 7. High Price for Best Value
    • Adobe desensitize prices and focus on giving value , to ensure reliable, secure and rich application experiences across devices, browsers and operating systems.
  • 23. 8a. Adobe relies on a “Push” strategy…
    • Adobe’s promotional mix falls under both Personal Communication and Mass Communication
    • Adobe’s “Push” strategy is done through the internet using their website, where products can directly be purchased online.
    • Interactive Marketing through social networking sites such as facebook and twitter.
    • Relies more on Public Relations than in advertising for mass communication. Media Coverage and Video Journaling documents and promotes on AdobeTV.
    • Coined “photoshop” as a verb
  • 24. 8a. Promo http://blogs.adobe.com/jnack/2009/12/see_how_photoshop_adobe_apps_helped_make_avatar.html Video Journaling Sample:
  • 25. 8b. Competitor promo
    • Competitors also use the web as their main platform to market and sell their products.
    • Selling line “alternative to photoshop”.
    • Free downloads for some.
    • Part of Bundled software for that computer brand (e.g APPLE)
  • 26. 8b. Competitor promo
  • 27. 9. Adobe Photoshop is marketed through sales channels…
    • Adobe markets and license their products directly using their sales force and through their Web site at www.adobe.com
    • Adobe products are also distributed and marketed through sales channels which include distributors, retailers, software developers, systems integrators, ISVs and VARs, as well as through OEM and hardware bundle customers.
    • Adobe supports worldwide distribution with international offices around the world.
  • 28. 10. Photoshop differentiates as competitive advantage…
    • Adobe segments the market focusing primarily on the needs of the creative professional customer.
    • Photoshop differentiates by delivering products that support industry standards and can be deployed across multiple computing environments.
    • Photoshop leverages to its corresponding applications in the Adobe Creative Suites
  • 29. SUMMARY
  • 30. 5 Steps for Part 1 (PTM and positioning)
    • Adobe Photoshop PTM are “the design professionals”
    • Technology that can provide image editing & manipulation
    • Current image editing softwares in the industry.
    • Described as the “industry standard”
    • 90% of the Creative Market
  • 31. 5 Steps for Part 2 (Marketing Mix & Strategy)
    • Market Leader in commercial bitmap & image manipulation
    • High Price for Best Value
    • Adobe relies on a “Push” Strategy
    • Adobe Photoshop is marketed through sales channels
    • Photoshop differentiates as competitive advantage
  • 32. 10 STEP Marketing Plan for ADOBE PHOTOSHOP
    • Lesley P. Yu
    • February 2010