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1. Problems and Opportunities- Piracy- Student Select- Price- Awareness2. Promotion campaign3. Conclusion
Contents
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Piracy:- The freebie- loving culture- High software prices- Easy access to pirated software- Unaware purchasing of pirated software
Problems and opportunities
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2009 The Ugly:• Internet fraud has increased by 30%• PC piracy rose to 43% in 2010• Russia – PC shipmentns dropped 23%
The Good:• Microsoft Mystery Shopper: piracy dropped to 27%• 4% more legal software deployed by consumers• Unlicensed PC software use fall in 49% of the economies, rose in 17%• 59 of 111 countries witnessed decrease in piracy in 2009• PC shipments to consumers rose 17%
Piracy: changing lanscape
Opportunities + Challenges
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1. The freebie- loving culture- Terrifying campaign- Tegline“Is it worth risking being the hero of this story?”- Channels: press ,TV (Programme Maksimum, Bitva Ekstrasensov)2. High software prices- Lowering prices- Easy micro-credit3. Availability of pirated software- Extensive work of Microsoft team- Partnership with authorities4. Unaware use- Microsoft Store- Retail network
Piracy: solutions
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• How to assess the students` awareness and attitudes?
Market research
Survey: 300 students in 5 countries (Russia, Austria, Azerbaijan, France, Norway, Sweden, Finland)
Aged 15-28, active Internet users, Office users
Russia: Vladivostok, Samara, St. Petersburg, Moscow,
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Results:- 50/50 Pirated/legal – Germans use the most pirated
Office (54%)- 5% use Office 2003 or earlier versions- Pre-installed 50%- 10% used student discounts- Students unwilling to pay 129 Euro/3100 RUR for
Home and Student edition- Russians find 69$ tag expensive (Moscow, St.
Petersburg – exceptions)
Market research
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1.Little awareness of Microsoft student offers (Student Select, Microsoft Office Professional Academic Programme)2. Students are unwilling to spend 69$3. Resistance to upgrading to Office 2010
Main problems
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Little awareness of Microsoft student offers
Solutions
Directions:1. Corporate partners2. Retail: Microsoft Store3. Student campaign: survival package, goodies, coffee, branding
Messages:1. 69 campaign2. Best assistant in the fight with exams3. My grown-up life would not be full without Office 2010
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Students are unwilling to spend 69$
Solutions
Directions:1. Save as it is- Microcredit (Banks, Online, SMS, Web-money, etc) – Office starting at 0.69- Active promotion (Campaign 69)
2. Lower the price- Sell separate applications – better to sell one for 300RUR than 9 for 0RUR- Lower overall price to 966 RUR (69x14)
• Ready to pay 1000 RUR for Home and Student edition• Ready to buy separate Office applications 300-500 RUR
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Resistance to upgrading to Office 2010
Solutions
• Unwillingness to change existing patterns• Early on the learning curve for Office 2007• Do not see significant changes
Educate consumersWeb-site more user-friendlyPromotion on social networks
Game
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Social marketing
Campaign 69
• Provocative, quirky, intellectual campaign• Goal: communicate the low price, form a purchase intent• Audience: social networks, active users – broad focus• Specifics: TARGETING, USE OF PROVOCATIVE LOGOS, USE OF OPINION LEADERS
1. “69 Try it legally”, “69 Turns me on and inspires me”, “Who is 69 today?” – flash mob lavine
2. Question-status: Where/When/With whom are you working on Office today? – “At home, on the table. 69”, “With my secretary. 69”.
3. Photos, viral videos, imaging4. News updates from Microsoft, Xbox Live
achievements
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