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MS Business Case Competition 2010 - Gimme more windows


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MS Business Case Competition 2010 - Gimme more windows

  1. 1. Ekaterina Geta<br />Natalya Malyk<br />marketing strategy<br />in Russia<br />Aleksey Fedorov<br />StanislavLatyshevskiy<br />
  2. 2. Contents<br />Problems and Opportunities<br />- Piracy<br />- Student Select<br /><ul><li>Price
  3. 3. Awareness</li></ul>2. Promotion campaign<br />3. Conclusion<br />2<br />
  4. 4. Problems and opportunities<br />Piracy:<br /><ul><li>The freebie- loving culture
  5. 5. High software prices
  6. 6. Easy access to pirated software
  7. 7. Unaware purchasing of pirated software</li></ul>3<br />
  8. 8. Piracy: changing lanscape<br />2009 <br />The Ugly:<br />Internet fraud has increased by30%<br />PC piracy rose to 43% in 2010<br />Russia – PC shipmentns dropped 23%<br />The Good:<br />Microsoft Mystery Shopper: piracy dropped to 27%<br />4% more legal software deployed by consumers<br />Unlicensed PC software use fall in 49% of the economies, rose in 17%<br />59 of 111 countries witnessed decrease in piracy in 2009<br />PC shipments to consumers rose 17%<br />Opportunities + Challenges<br />4<br />
  9. 9. Piracy: solutions<br />The freebie- loving culture<br /><ul><li>Terrifying campaign
  10. 10. Tegline“Is it worth risking being the hero of this story?”
  11. 11. Channels: press ,TV (ProgrammeMaksimum, BitvaEkstrasensov)</li></ul>2. High software prices<br /><ul><li>Lowering prices
  12. 12. Easy micro-credit</li></ul>3. Availability of pirated software<br /><ul><li>Extensive work of Microsoft team
  13. 13. Partnership with authorities</li></ul>4. Unaware use<br /><ul><li>Microsoft Store
  14. 14. Retail network</li></ul>5<br />
  15. 15. Market research<br />How to assess the students` awareness and attitudes?<br />6<br />Survey: 300 students in 5 countries (Russia, Austria, Azerbaijan, France, Norway, Sweden, Finland)<br />Aged 15-28, active Internet users, Office users<br />Russia: Vladivostok, Samara, St. Petersburg, Moscow,<br />
  16. 16. Market research<br />Results:<br /><ul><li>50/50 Pirated/legal – Germans use the most pirated Office (54%)
  17. 17. 5% use Office 2003 or earlier versions
  18. 18. Pre-installed 50%
  19. 19. 10% used student discounts
  20. 20. Students unwilling to pay 129 Euro/3100 RUR for Home and Student edition
  21. 21. Russians find 69$ tag expensive (Moscow, St. Petersburg – exceptions)</li></ul>7<br />
  22. 22. Main problems<br />1.Little awareness of Microsoft student offers (Student Select, Microsoft Office Professional Academic Programme)<br />2. Students are unwilling to spend 69$<br />3. Resistance to upgrading to Office 2010<br />8<br />
  23. 23. Solutions<br />Little awareness of Microsoft student offers <br />9<br />Directions:<br />Corporate partners<br />Retail: Microsoft Store<br />Student campaign: survival package, goodies, coffee, branding <br />Messages:<br />69 campaign<br />Best assistant in the fight with exams<br />My grown-up life would not be full without Office 2010<br />
  24. 24. Solutions<br />Students are unwilling to spend 69$<br />10<br /><ul><li>Ready to pay 1000 RUR for Home and Student edition
  25. 25. Ready to buy separate Office applications 300-500 RUR</li></ul>Directions:<br />Save as it is<br /><ul><li>Microcredit (Banks, Online, SMS, Web-money, etc) – Office starting at 0.69
  26. 26. Active promotion (Campaign 69)</li></ul>2. Lower the price<br /><ul><li>Sell separate applications – better to sell one for 300RUR than 9 for 0RUR
  27. 27. Lower overall price to 966 RUR (69x14)</li></li></ul><li>Solutions<br />Resistance to upgrading to Office 2010<br />11<br /><ul><li>Unwillingness to change existing patterns
  28. 28. Early on the learning curve for Office 2007
  29. 29. Do not see significant changes</li></ul>Educate consumers<br />Web-site more user-friendly<br />Promotion on social networks<br />Game<br />
  30. 30. Campaign 69<br />Social marketing<br />12<br /><ul><li>Provocative, quirky, intellectual campaign
  31. 31. Goal: communicate the low price, form a purchase intent
  32. 32. Audience: social networks, active users – broad focus
  33. 33. Specifics: TARGETING, USE OF PROVOCATIVE LOGOS, USE OF OPINION LEADERS</li></ul>“69 Try it legally”, “69 Turns me on and inspires me”, “Who is 69 today?” – flash mob lavine<br />Question-status: Where/When/With whom are you working on Office today? – “At home, on the table. 69”, “With my secretary. 69”.<br />Photos, viral videos, imaging<br />News updates from Microsoft, Xbox Live achievements<br />