Office 365: Marketing Plan

8/13/2019 Office 365: Marketing Plan

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A Little Hi From US

Bandung Institute of Technology is well known science and technology based university across

Indonesia. However, recently Bandung Institute of Technology decided to establish a new faculty, a very

different faculty from its technology and science based, which is Business and Management Faculty. With

this new established faculty, Bandung Institute of Technology has given opportunity for students to learn

about management and business even though they have science and technology educational background.

We believe the combination of science and managerial marketing will be our advantage as a

marketing planner team. Before getting to know what is our idea to expand the brand and, of course, to

increase the sales of Office 365 at students around Bandung, let us make a short introduction to our teams

member. Lutfitasiwi

Lutfitasiwi, Upit is her nickname, is a most senior team member as being a fourth year

undergraduate student. She is the one of the most experience public speaker in our team. She was the

universitys delegation to Harvard National Model United Nation 2012 and in the same year, she won Essay

Writing and Presentation Competition held by London School Public Relation. Currently, she has a

responsible as President of Society of Industrial and Applied mathematics Students Chapter Indonesia.

Nicholas Leo

Nicholas Leo is a third year undergraduate student majoring in Mathematics. However, He has

passions on Economy and Finance. Currently, He has a position as a Head of Trading Division onMathematics Students Associations investment club. Furthermore, He is known as a technical and structural

planner among his acquaintances.

Stefanus Wijaya

Stefanus Wijaya is a third year undergraduate student, majoring in Chemical Engineering. Even

though he is at one of the most competitive major at the university, he can still enjoying his hobby, playing

guitar. Recently, he was chosen as a guitar player at Concert of Bandung Institute of Technology Student

Orchestra on 2013. Currently, He has responsible as a web developer at Start up Project:

KampusGanesha.com

Tiffany Irianto

Tiffany is the only team member who studies at School of Business and Management, Bandung

Institute of Technology. Because of her educational background, she is the most adept at Marketing and

Managerial subject, two things which will be very important at this competition, among the other team

members. She was also the delegates of Harvard National Model United Nation 2013.

As everyone can see, we are not at the same major but we decide to take a part at this competition,

Office 365 Apprentice Program, as a team because we have same interest at marketing and managerial

subject. We believe our marketing plan is fresh and unique one because of our different educational

background. With this idea, we hope we could help Microsoft Indonesia to spread Office 365 among

students and improve students abilities using Office product. At last, we are pleased to submit our marketing

plan to Microsoft Indonesia.


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MEET THE TEAM!

Theres no way a sole man finish this...right?


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NicholasLeoInstitut Teknologi Bandung

Mathematics 2011

LutfitasiwiInstitut Teknologi Bandung

Mathematics 2010

StefanusWijayaInstitut Teknologi Bandung

Chemical Engineering 2011

TiffanyIriantoInstitut Teknologi Bandung

Business Management 2011


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Hello, 365!Product Profile

What is Microsoft 365?, Whats with Microsoft 365 University?, Whats different from the

ol classic Home Premium that I use?, Oh well how much should I pay for that?, What did you

say? Subscription?

In this chapter, why dont we get to know what is the core product that we are about to involve in

every chapter of this Business Plan, how does it differ from another of its competition, and what

does it offer us

What it does, and how it does the thing?

Office 365 University is one of many Office 365 subscription plans, which is a new

innovation of Microsoft Corporation. Office 365 University is a subscription based online office

and software plus suite which offers university students and teachers to use various application and

software built around the Microsoft Office platform. What differentiate this from other Microsoft

office product is instead of only one suite, 365 enable the user to install the program in two devices,

PC or/and Laptop. Yes, two. With office 365 University, students and teachers can get a benefit

from other mouthwatering application, integrated with Microsoft Office, such as Office on demand.


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Office 365 University plan enable students and teachers to install this product up to 2

different PC or Mac. Furthermore, Office 365 University license can also be used to 2 selected

mobile device. Due to its nature as subscription based service, the license will be run out within 4

years. If Office 365 University is expired, the users can just get view mode for theirs document.

What does Microsoft 365 University offers that the others dont?

Office 365 University enable students and teachers to get the latest office suite,

automatically, as long as the license is not expired. It means students and teachers can stay

up to date with their favorite productivity application and stay productive anytime.

Office on Demand. This is the brand new innovation on Office 365 University. Office on

Demand let students and teachers to use office suite from every computer they use with

streaming system. Lacking of office suite will not bother you again because you can stream

full feature office with this feature to your lacking office computer.

Enhanced SkyDrive quota. Office 365 University helps the users to get full experience

with cloud computing by giving 27 GB SkyDrive quota. Furthermore, users SkyDrive

account will be synchronized by their Office 365 University account.

Imagine that there is a service that can enable group task being done while the member of its

group separated. With SharePoint feature on Office 365, group tasks can be done

separately by each member at the same time. However, SharePoint feature is restricted to

Office 365 educational plan which can be used by students if their educational institution

installed office 365 to its staff.

Improvement of its display and functionality. Now, every time user opens his/her document

via Office 365, there is a window displaying information of its document. The information

consists of history of recent document changes and the person who edit the document.

Matchmaking Indonesias Current Market with 365

So far we have a better understanding about Office 365 University. We already know that

Office 365 University has many good features to be offered to its potential user. However it is quite

impossible to have a 100 percent perfect product for everyone especially in Indonesia. In thissection, we will assess the pros and cons of Office 365 University, according to the current market

condition in Indonesia

Pros:

Automatic update. We are quite sure that everyone who knows automatic feature on Office

365 University will agree that Microsoft has been quite generous for spreading its powerful

Office suite. A chance to stay up date at latest Microsoft Office suite gives Office 365

University attracting force to its potential user.

Full features and services to support Cloud Computing. We are in edge of Cloud ServiceCivilization. Everyone demands his/her works can be accessed anywhere and anytime and

Office 365 has a full support of this demand.


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One license for four devices (2 PC or Mac and 2 mobile devices). Microsoft Corp. enables

students and teachers to get office 365 University for their 4 devices. It is sure a help to

spread Office 365 around students and teachers a Indonesia.

Free Skype 60 minutes per month.

Cons:

Heavily relied on internet access. From the first installation to utilization of Office on

Demand need a stable internet access. This may arise be a major problem of Office 365

because Internet access on Indonesia is not as stable and spread evenly as other developing

country. One of the perks of 365 University is the users are most likely university student,

where in most of the time high-speed internet access is available in campus area, altough not

evenly spread.


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Introductory to the BattlefieldMarket Analysis

Indeed Microsoft is the world-most-known when it comes to operating software, well, apparently

even the greatest have to know their battlefield, the target market that they are trying to reach, and

occasionally discover the other giants that walks with them in the battlefield. In this chapter we are

about to discover the potential target market and competitor of Microsoft 365 University.

Current Condition and trends

Paid software? As long as its worth the price and its needed, I dont mind -

Ag hniad i, 20 y.o, final year university s tudent

There are a lot of opinion involving the usage of paid software within university students. Debate

between using piracy and original software has come to twisted opinion. Some of them believes in

practicality and the value proposed by the software is mismatching with theirs, thus using theunoriginal one is preferable, seeing that its free and not much hassle, albeit nowadays, the opposite

opinion seems to be spreading around them. The usage of original one is indeed forcing them to

spare more on budget rather than the other option, but there are a lot of offerings and a long-term

practicality that comes with the payment itself. Starting from extra features, safe usage, and

whatnot. Hence, for the sake of comfortability and maximum usage, especially for the tech-savvy,

the paid software is a much more preferred option, and we tell you, theycome in big numbers.

Id rather have them stored online than risking the files in my bag - Faris, 18 y .o,

sophomore

Its 2014, and we can count by finger who doesnt use, or at least, never heard of cloud computing.

Dropbox, Google Drive, Skydrive, you name it. The increase in mobility and the need to share data


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between students is exponential. Starting from data gathering, online storage for share, to personal

data backup, every single part of it involved cloud computing. The availability of internet in most of

the public place enhance the usage of it, thus enhance their mobility. Most of the people now dont

need to bring their hard disk to access places, and wait until late for big bytes of data to attach in e-

mail. They know what to use, and they vote for cloud computing. We conducted the survey on

random sample of University student, and 88% of them knowCloud Computing, and 83% of the

whole sample use itregularly.

Then how cou ld prepaid software and cloud com put ing be benef ic ial for my

everyday life?

Weve seen those who wants to have original softwares, and those who think the investment they

will spend on purchasing them is way too big for a student, as well as those whose mobility is high

and need to access their data basically from almost everywhere. How could prepaid software with

cloud computing not solving their problem. With the monthly-payment system and subscription,

they would easily pay and manage their own spending on the software they bought, they wont bebothered with new-version-and-pay-smores to have the latest version once the former is expired, as

well as the cloud computing system that would support their values on mobility. The integrated

payment system as well as the features offered would be a perfect combination for the owner of

idealism that we will try to interact with further in this plan.

THE Market Analysis

Whowould buy Microsoft 365?

Our fellow university student! based on our observation and survey, we could conclude :

The segment would be university student, and most likely to be the undergrads in Bandung area.

Users of Microsoft Office, and occasional user of iWork as well.

While the target are the undergrad student in middle to high economic status who would spend

10% to 20% of their monthly allowance on software. The usage of cloud computing of theirs would

be medium to high in frequency. The target are high in mobility, seen that they frequently use

mobile devices on accessing their documents.

But whywould they buy Microsoft 365?

The subscription system of Microsoft 365, based on our survey and observation, is much more

friendlier and accessible rather than purchasing the product for license. The users option to pay

monthly with deducted price compared to Home Office, and 4 years of subscription along with the

updates is quite an offering for those, both in economic value, and practicality. They could handle

their own payment, and as well as saving up.


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The add-in features are enhancing their daily life as well, with the 60 minutes phone call on Skype,

additional 20GB of storage in SkyDrive compared to the less than 10GB in Dropbox and Google

Drive, and the Office on Demand features.

These whole offerings, those price, the subscription. What more could they ask for?

Whatwould attract them to try the product?

The Features, The Price, The Accessibility, and Fellow Users. Yes, Fellow Users.

The features, aside from the subscription form as the core product, are much more interesting once

weve seen closer look. the total of 27 GB of storage in SkyDrive is beyond the offering in any

cloud storage software prevailed such as Dropbox or Google Drive. With such space, more

documents could be stored, and widening the space of the users.

Office on Demand features enable them to access their documents from anywhere, anytime, no

need to be bothered with compatibility and accessibility.SharePoint would enhance the teaching/learning activities in campus, with the integrating nature of

the program to assemble the separately done tasks of each member of the group.

Moreover for those who have more than one PC or Laptop, Microsoft 365 is a price for two, thus

instead of having the whole lifetime of license in one device, now they can have that in two.

We are about to raise their awareness in every channel we got to attract them, and fellow users

would be a much more effective way in distributing the value and offerings from Microsoft 365.

Whos to compete with?

Microsoft indeed hold the majority of market share in Indonesia on 97%, despite the piracy that has

been going on for years. This shows how familiar and aware the customers of softwares and users

of computing devices with Microsoft.

But that doesnt mean Microsoft walks alone.

While the core product of Microsoft Office 365 University is its subscription plan, what people are

looking at is the augmented product of it.As for the cloud service, Microsoft has to compete with

Google Drive and Dropbox, the one who started early and giving away their stuff for free.

Microsoft Office365 can lead the consumer behaviour from offline user to mixed offline and online

computing user. Increase of mobility of people especially for students can support this market shift.

Microsoft offer Office365 for IDR 600.000 for one packed student version software , although

Apple offer iWork for 79$ , and Google Drive offer their online service for Free , but they dont

have offline version for their software.

Google Docs and Google Drive

Google Drive is a file storage and synchronization service provided by Google which enables

user with cloud storage, file sharing and collaborative editing services. Google Drive is the home of

Google Docs, an office suite of productivity applications, that offer collaborative editing on

documents, spreadsheets, presentations, drawing and form.

Strength :Free! Easy to use, easy to share, everybody use it, one account to rule them all.


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Weakness : No offline version, their spreadsheet function is not as comprehensive and familiar as

Microsoft office.

iWork & iCloud

iWork is an office suite of applications created by Apple Inc. for their computer operating

system. It includes several software like Keynote , Pages and Numbers. Keynote is a presentation

application , Pages is the word processing and desktop publishing application, and Numbers is the

spreadsheet application. It is generally viewed as a prosumer office suite targeted at home and small

business users, with fewer features than competitors such as Microsoft's Office for Mac and the

open source LibreOffice project, but have a simpler user interface, strong touchscreen support and

built-in links with Apple's iCloud document-hosting service and its Aperture and iPhoto image

management applications.

Strength :Good user interface so easier to learn and easier to use , easy synchronization between

devices on Wi-Fi or mobile data, full time use with one .

Weakness : Limited only for Apple user, Limited application feature (Page, Number andKeyNote), Comparatively expensive in price, which is $79/pack.


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PLANNING THE FAMEMarketing Plan


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We are all aware that a brand ought to be activated, developed, and made sustain. In order to

capture the publics interest, awareness, and future customers trust, we have arranged a series ofbrand marketing program strategies.

Marketing Objectives

Informational AppealGetting people to to try the product based on on-hand benefit!

Up to date, new option of subscription plan, an free updates to the latest version.

Pricing, IDR 600.000, with monthly payment system for two suites.

Additional 20GBof SkyDrive quota. Share and keep your data with no boundaries.

Internet based software and whatnots, 24 hours, no worries about the compatibility, youll

access everything, from everywhere. Dont be bothered by uninstalled suites and your left -at-home

hard disk.

Transformational Appeal

Get them to see Microsoft 365s vibeMicrosoft 365 University as the modern, explorative, and dynamicchoice by elaborating every

aspects of Microsoft 365 features to the activity that we are planning that could enhance the users

performance in high-mobility and fast paced activities.

Marketing Program

Instead of planning one single program to achieve our objectives, we have plan a set of

events that would have different, yet integrative effects for the future customers ofMicrosoft 365. The set of programs that we are planning would raise Awareness,

Knowledge, and make the target audience Experience.

Tweak your Microsoft

A Mini Competition entitled "Tweak Your Microsoft" contain notes about sharing

experience using Microsoft product and Office365 product in social media like facebook.

The winner criteria based on number of vote (like). In this programme, we would involve

the fellow users as the marketing channel.

Target Audience :


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Students who are active in social media, high in creativity, and interested in

technology and reviewing them.

Programme Objective:

Increase target markets awareness of Microsoft and Microsoft 365 University

Increase the knowledge of the features offered by Microsoft and Microsoft 365

Workshop

We will hold workshop to empower students and potential buyer about how much they can

do with Office suite. According to our plan, we will hold three or four workshops once a week, for

total four weeks needed. The location would be in ITB. ITB is chosen to be our workshop placebecause of its accessibility and authorization, as well as its image as high in awareness,

development, and reliability in technology aspects, giving the special and suitable image for

Microsoft 365 University.

Three workshops will be consisted of Excel Training, PowerPoint Training, and Words

Training. The fourth Workshop is about Cloud Service Introduction. However, for Cloud Service

Introduction, we will assess whether it will be still needed as the majority of ITB students are quite

familiar with Cloud Service. At these workshops, participants will be taught to maximize Microsoft

Office application as many of students can just use Office suite in very standard way.

This event will be held on mid-March 2014 until early April 2014.

Speaker:

To achieve our target to make this plan professional, and informative, we are planning to

have one insider of Microsoft to be the speaker of the Workshop. The choice is due to the

understanding and values that they will bring to the workshop is nothing compared to the regular

Office Suite user.

If the plan backfired, we would have a Professional in Office Suite practice to deliver theworkshop, seeing their knowledge and years of training result in his practice.

Target Participants :

ITB undergraduate students.

UNISBA undergraduate students.

Parahyangan University undergraduate students.

ITHB undergraduate students.

Universitas Padjajaran undergraduate students.

Other university students which is located at Bandung.


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Those who are attracted to workshops, and most likely to use the cloud computing service and

internet-based technology.

Program Objective :

Increasing the knowledge about Microsoft 365 University.

Giving a brand new perspective for students about how competent Office suite can

do.

As our first chance to promote our other events related to Office 365.

365Run

Our big event is 365Run, which is an Amazing Race slash Olympiad competition with using

Office 365 as a main challenge. To win this event, each participant group needs to solve problem at each

post with using Office 365 and stored the given clue with Cloud Service. The fastest group who can gather

and decipher all the clues will be recognized as the winner. This program is based on the current trend of

clue-seeking programs, the epidemic trend of Running, and the interest of student towards the programs that

would benefit them academically or professionally. Hence we provide them with certificates and strong

image of Microsoft as the brand involved within.

This event will be held at Institut Teknologi Bandung. The prizes of this event are an Office

University subscription plan for the first, second, and third winner.

Target Participants:

25 groups, each group is consisted of 3 to 4 members.

Each of them are students in University around Bandung Kota area.

Program Objectives:

Giving real user experience to participants using Office 365 service and application.

Giving participants an experience using Office suite to solve some real life problem.

Growing awareness of Cloud Computing and Office 365 branding as one of latest Microsoft

product.

Marketing Channel

Online Media Platform

a. Facebook Page

Seeing that Facebook is still being the sweetheart to numerous groups of students to

share information, and numerous groups indeed lay above Facebook pages. The ability of


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Facebook to deliver a lot of media into the timeline, as well as its audience which is

including ours. The comprehensiveness of the information and enabling live comments on

the thread would be a great channel for fellow users to get its way on the audience.

Objectives:

To introduce Microsoft 365 and promote our Event to Facebook users.

To gain our follower interest toward Microsoft 365 products.

As a media event for User Review (Tweak) .

What we will do:

Promote our Event and promote Office 365 products.

Update all Information details about our Event.

b. Twitter Account

Twitter is a dynamic social media, where we could see the live reaction and

comments of the world of our audience. The numerous audience, the hashtags

signature ability of twitter, and the trends that involves this program would hep us in

our viral marketing plan. We will introduce ourselves and get mingle with the tweeps

through our twitter account to reach wider audience to the Microsoft 365 Product

and Our Event.

Objectives:

To introduce Microsoft 365 and promote our Event to twitter users.

To gain our follower interest toward Microsoft 365 products.

To raise awareness of the audience about Microsoft 365 products.

What we will do:

FOLLOW some accounts whose users are potentially interested to our products and

events or have followers that are align with our target market characteristics.

TWEET something interactive, informative or simply might attract our followers attention

such as some facts about Microsoft Office365 products and Our Events.

INTERACTIVE CONTEST OR QUIZ with voucher of Microsoft Office365 products as

the prize to engage our followers, promote our products and also as sounding through the

use of #hashtag.

Printed Media

a. Poster & Brochure

Objectives:

Build public awareness to 365 product and the Event.

What we will do:


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Design attractive posters and brochures and spread in campus area.

Including Event Description, Promotion Office365 Product , Social media account

alongside the Event.

Others

a. Via Official Microsoft Channel Distributor ( Comlabs)

Objectives:

Build public awareness to 365 product and the Event in Campus Area.

What we will do:

Cooperate for the promotion of our events at some event activities held by Official

Microsoft Channel Distributor.


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WHICH CAR TO RIDE?

Distribution Channel


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Overview

As a company that care a lot about the development of the education, Microsoft hasestablish a program called Microsoft Campus Agreement or MAC. Microsoft Campus

Agreement or MSCA is a program intended to offer significant discounts on Microsoft

products to students, faculty, and staff of select universities which enter into a yearly

contract with Microsoft. In Bandung, MAC has started since 2003,Many university has

joined these program such as Institut Teknologi Bandung, Maranatha University and

Parahyangan University, which are our main target consumer. We decided to use this

established program as our distribution strategy due to its credibility. So, we will act as a

marketing agent for Microsoft Campus Agreementor MAC

How?

we will use the official Campus Information technology Center as our main distributor, as a

part of MAC program. Heres the profile of each official Campus Information technology

Center in Institut Teknologi Bandung (Comlabs USDI ITB), Maranatha University (XXX)

and Parayahngan University (Biro Teknologi Informasi or BTI )

Institut Teknologi Bandung (ITB)

ComLabs USDI ITB is an information technology services company that aimed at helping

ITB and the public in improving the field of ICT. Since 2002 ComLabs USDI ITB has

provided information technology training topics that has been applied in various academic

institutions, government , company, and private. ComLabs USDI ITB is also providing

consultancy and solution services in some field of information technology such as E-

Learning, Networking, Web Development, etc. Since 2008, ComLabs USDI ITB has

provided the consultancy and solution services to some of company, government, and

academic institutions

Parahyangan University (Unpar)

Information Technology Bureau or Biro Teknologi Informasi in Indonesia or BTI is a work

unit that responsible to plan, develop and maintain computer technology information

facility on order to give the fullest service to the academic community of Parahyangan

University. BTI has developed the information management system in order to support the

learning system, academic administration, finance and human recource management and

another computer technology information services.

So why will we use this distribution strategy?


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Distributors play a vital role in keeping the lines between manufacturers and users

operating smoothly. They can expedite response times and enhance a company's reach. We

believe, the distributor plays a big part in creating the credibility of the product. We

believe, the distributor plays a big part in creating the credibility of the product. Thats

why, the official Campus Information technology Center play the perfect distributor for

Microsoft University University 365 because of these reason

a.Theyre integrated to University and already established for a long time. Make iteasier for Microsoft and University to control the distribution of the legal software

b.Already known and familiar to student and faculty staff of university. They will trustthis body more that some random students sell the software by themselves.


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NUMBERS, NUMBERS, AND NUMBERS

Financial Analysis and Planning

Workshop

expenses jumlah harga totalsewa comlabs* 4 700,000.00

snack peserta 100 5000 500,000.00

makan siang 4 15000 60,000.00

Tweak yourmicrosoftSocial mediaEnhancer 1 500,000.00

voucher* 3 1,000,000.00

365 Run

kaos 100 25000 2,500,000.00

signature track 300,000.00

sewa cc timur 1,500,000.00

post booth 3 700000makan siangpeserta 100 10000 1,000,000.00

hadiah* 2,000,000.00

medali 1 20000 20,000.00

sertifikat 100 3500 350,000.00

Marketingexpense

banner 6 80000 480,000.00

poster 50 10000 500,000.00

spanduk 2 40000 80,000.00

Total 11,490,000.00

* = to beconsidered later

Documents

Office 365: Marketing Plan