kshitij gondhalekar a024 80303120025 gtm assgn i

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/

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