Marketing Plan To Launch Windows 7 Final


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  • Marketing Plan To Launch Windows 7 Final

    1. 1. Marketing Plan to Launch Windows 7<br />Presented by:<br />P Santosh Kumar<br />PrabalPr. Singh<br />Pushkar Kr. Singh<br />Rajani Singh<br />Rajeev Kumar<br />VarunDhupar<br />
    2. 2. Launched MS-DOS in Mid – 1980s<br />Followed it up by Windows line of Operating systems<br />Other offerings are XBOX-360, MSN, MSN-TV, Zune, MSNBC Network.<br />The original Microsoft mission was:<br />“Acomputer on every desk and in every home, running Microsoft software”<br />
    3. 3. View through the Window<br />1986 -&gt; Windows 1.0<br />1989 -&gt; Office with Excel and Work<br />1990 -&gt; Windows 3.0 sold 100,000 copies in 2 weeks<br />1991 -&gt; Windows 3.1 with 1st TV promotional campaign<br />1993 -&gt; Became most used OS in the world<br />1993 -&gt; Awarded most innovative company by forbes<br />1994 -&gt; Where do you want to go today campaign launched<br />1995 -&gt; Windows 95 with start button, sold million copies in 4 days<br />2001 -&gt; XP with interface and both home and professional features<br />2004 -&gt; Tagline changes to “Your potential, Our Passion”<br />
    4. 4. WindowsVista<br />Started 5 months before the launch of Windows XP under the name “longhorn”<br />Provided more aesthetic and user friendly graphics<br />Added new feature of gadgets and authorization window<br />Completely restructured the windows architecture<br />Focus on security<br />
    5. 5. Windows Vista Release<br />Success depended on willingness of user to upgrade from XP<br />Vista was very complex and intensive system and only a minor fraction of available PCs could support it<br />For the first time multiple options were present depending on the need of the customer<br />Price varied from $199 to $399 from basic to ultimate edition.<br />More costly in Europe than in US<br />Upgrade price range from $99.95 to $259<br />
    6. 6. Windows Vista Editions<br />
    7. 7. Customer Response<br />Despite $500 million “wow” campaign, Vista only sold 100,000 copies in its first week<br />Only 5% XP users upgraded to Vista one year after the release<br />PC world rated Vista “The biggest Technology Disappointment of 2007”<br />Infoworld placed Vista at no. 2 of all the technology flops.<br />Despite lowering the price, XP was still winning the race.<br />Some people were even downgrading.<br />At the end of 2009, Vista Market Share was only 23.42% against 62.85% of XP.<br />
    8. 8. What went wrong?<br />Computing requirements were too high<br />Vista was slower then XP<br />Consumer battery about 13 to 15% faster than XP<br />Gaming was slower than XP.<br />Not compatible with pre-Vista hardware and software<br />Unavailability of drivers for older software and hardware<br />Newly updated software were highly unstable<br />Too many User Access Control prompt messages<br />Too expensive<br />Naming every PC as Windows Vista Capable<br />
    9. 9. The Strategy Clock: Bowman’s Strategic Options<br />Differentiation<br />Focused Differentiation<br />High<br />Hybrid<br />Low Price<br />Perceived Added<br />Value<br />Low Price<br />Low Added Value<br />Strategies destined<br /> for ultimate failure<br />Low<br />Low<br />Price<br />High<br />
    10. 10. Windows 7<br />Development began just after the release of Vista with focus on improving performance<br />Will support all Vista compatible applications<br />New XP mode added to support XP compatible application<br />New Security features as “Windows Action Center”<br />Four level in User Account Control<br />New Windows interface: New Taskbar, Quick Launch replaced with pinning, jump lists, preview pane interaction, Aero Shape and Aero Shake features<br />
    11. 11. Pre- Release Response<br />“Windows 7 is less waiting, fewer clicks and less complexity”<br />Beta version was release in Jan 2009 for first 2.5 million downloader&apos;s to experience Windows 7 first hand.<br />Received favorable reviews from various critics like Gizmodo<br />Beats XP and Vista in several key areas, including boot time, opening files and loading documents<br />Windows 7 worked miraculously on Netbooks beating XP in terms of performance<br />
    12. 12. Competitive Analysis <br />
    13. 13. Porter’s five forces Analysis<br />Threat of new Entrants<br />COMPETETIVERIVALRY<br />Bargaining power of Buyers<br />Bargaining power of Suppliers<br />Threat of substitute products<br />
    14. 14.
    15. 15. Apple<br />The biggest competition is Apple Computers<br />Manufactures both Macintosh computers as well as Mac OS<br />Has reputation of being high quality and extremely user friendly<br />Is perceived as a “cool” laptop/computer<br />Rapidly increasing market share; went from 5% in 2006 to 11% in 2008<br />40% people said that their next purchase will be Mac<br />Mac Vs. PC ad campaign<br />
    16. 16. Google Docs<br />Microsoft Office is the 2nd largest revenue source and upgradation jumps near the new OS release<br />Office costs $300 to $400 dollars<br />Google docs allows people to create and save presentations, word documents, excel and forms online<br />Google docs is FREE<br />
    17. 17. Netbooks<br />Netbooks are small laptops running on atom processor which are becoming increasingly popular.<br />They do not have the computation power needed to support Vista.<br />Netbooks comes with lighter XP, Linux and Google Android (Acer)<br />
    18. 18. Crux of the Matter<br />How could carefully executed advertising, pricing and product decisions enable Microsoft to revive consumer perceptions and realize Windows 7’s potential? <br />
    19. 19. Market development Strategy(Ansoff Matrix)<br />Windows Vista, Windows XP<br />Windows7<br />Market Penetration<br />S<br />Product Development<br />S<br />US and European Markets <br />Diversification<br />S<br />Market Development<br />S<br />Emerging Markets<br />
    20. 20. SWOT Analysis of windows 7<br />
    21. 21. Strengths:<br />Windows is the most widely used OS in the world.<br />Windows 7 performance is better than Vista as well as XP.<br />The GUI has many new feature to make it look better and “cool”<br />The media suite and improved security features.<br />Enhanced User account control and netbook capability<br />The beta version has received positive response from users as well as critics.<br />XP mode to support XP compatible software and full Vista compatibility<br />
    22. 22. Weaknesses:<br />Vista promises were not delivered and Microsoft missed the target<br />High number of security threats with respect to any other OS in the world<br />High cost of development which results in high price of the software<br />Windows is known as unstable software with too many features<br />Many anti trust lawsuit have tarnished the image<br />
    23. 23. Opportunities:<br />XP is 8 years old and Vista penetration is low so many people are looking for upgradation<br />Downgrading to XP is becoming more and more expensive<br />Hardware is getting cheaper and high computation PC are now common.<br />PC is a lot cheaper than Mac<br />Higher number of models in different configurations and colors offer more choices<br />Gaming is becoming more and more popular<br />Almost all organizations use Windows and will upgrade to Windows 7 if the performance is better<br />
    24. 24. Threats:<br />The success depends on convincing people to upgrade<br />Perceived cool image of Apple due to Mac vs. PC ads.<br />The rate with which market share of Apple in increasing and popularity with students.<br />Non – availability or delay of any driver may cause similar backlash against Windows 7<br />High cost in Europe<br />High popularity of XP<br />Linux and Android OS for netbooks are free<br />
    25. 25. Marketing strategy FOR WINDOWS 7 – 7p’s<br />
    26. 26. Product<br />Windows 7 should have 4 versions:<br />Basic for Netbooks<br />Home edition<br />Professional Edition<br />Ultimate Edition<br />Microsoft should devise a phasing out plan for Windows Vista and XP should be completely eliminated.<br />XP should be completely replaced by Windows 7 in netbooks.<br />Windows Enterprise edition will be launched only for Companies having Software Assurance contract with Microsoft.<br />
    27. 27. Price<br />An upgrade from Vista will result in additional $50 discount from the prices mentioned below.<br />Sell the product on about the same price in Europe<br />Netbook license to be as cheap as possible like $25.<br />Windows 7 Home Premium (Upgrade): $99.99<br />Windows 7 Professional (Upgrade): $125.99<br />Windows 7 Ultimate (Upgrade): $174.99<br />Windows 7 Home Premium (Full): $199.99<br />Windows 7 Professional (Full): $224.99<br />Windows 7 Ultimate (Full): $274.99<br />
    28. 28. Promotion<br />A whole new advertising campaign should be launched using the differentiation approach with more emphasis on enhanced performance.<br />The advertising campaign should make use of Print, Television, with major role of social networking sites.<br />Open pre-orders online on a discounted price<br />Should increase the focus on small business which do not have proper IT facilities by giving a discount.<br /><ul><li>This should include all features of Windows7 Home premium + Remote Desktop server, Encrypting File System, XP mode, and Presentation mode</li></ul>A new Mac vs. PC as parody series should be launched highlighting the benefits of PC over Mac.<br />
    29. 29. Windows 7 Print Ad<br />
    30. 30.
    31. 31. Place<br />The distribution strategy should remain the same with Windows 7 being available in electronics stores as well online.<br /> Microsoft should open exclusive stores where people can buy various Microsoft products excluding laptops.<br />Various device drivers should be made available online for free download on Microsoft site.<br />Online site can be used to place orders which can be later picked up from the nearest store.<br />
    32. 32. People<br />On the lines of Mac Genius, specialized Windows expert should be available in Microsoft exclusive stores to help with customer issues.<br />Microsoft should launch a feedback program in which people will be encouraged to give suggestions.<br />Monetary reward should be offered for the ideas which get implemented<br />
    33. 33. Process<br />To prevent piracy, upgrades and updates will be provided to only registered customers.<br />Advance encryption will be used to make registration process automatic and fool proof.<br />The Windows expert, in the exclusive Microsoft stores, will provide customized service to small business owner which includes help in getting started to solving the problems related to setting up a local network. <br />
    34. 34. Physical Evidence<br />The packaging of the current Vista DVD is bulky and should be more streamlined keeping up the image of Windows 7 <br />A dedicated 24*7 toll free telephonic support for initial 3 months in order to help people with Windows 7 upgrade issues.<br />The web site will have chat option on which the user can chat with an CSR to solve everyday problems can be implemented in the longer run.<br />
    35. 35. Thank You !<br />