Promotion and positioning

Software MarketingMarketing Management-- Prof. Kedar Dunakhe

PRESENTED BY:

• Priya Bodke 07

• Neeraja Dikshit 13

• Rahul Rathod 42

• Manish Shah 46

• Prince Surya 51

• Rahul Upadhyay 55

What is Software

• Computer software, or just software is a general term used to describe a collection of computer programs, procedures and documentation that perform some tasks on a computer system.

Types of software systems

• System software

• Programming software

• Application software

Software Development Life Cycle

The General Model

Waterfall Model

Introduction to Microsoft and Windows Vista

Introduction

• Originally founded to develop and sell BASIC interpreters for the Altair 8800, Microsoft rose to dominate the home computer operating system market with MS-DOS in the mid-1980s, followed by the Windows line of operating systems. Its products have all achieved near-ubiquity in the desktop computer market.

• Microsoft's original mission was "a computer on every desk and in every home, running Microsoft software"—it is a goal near fulfillment.

Features Of Microsoft Vista

• Windows Aero

• Windows Shell

• Instant Search

• Windows Sidebar

• Windows Internet Explorer 7

• Windows Media Player 11

• Backup and Restore Center

• Windows Mail

• Windows Media Center

• Windows Meeting Space

• Shadow Copy

• Windows SideShow

Advantages and Disadvantages

Advantages

• Improved Graphical User Interface, the Aero• Surf the net, without much worry about security • Manage your knotty kids, using parental controls• Play multimedia contents using latest media player• Improved search, Windows Explorer• Date and time, know the difference in time across

the world• Manage your photos using photo gallery• Total different world, new experience

Disadvantages

• Requirements high, too hot deal

• Regarding price, sucking your hard earned money

• Replace the oldies, another way of extracting

• Window appearance. Did you like the different look?

Packaging and People

Packaging

People

• Small business firms

• Professionals

• Students

• Special business

Promotion And PositioningMicrosoft Windows Vista

Prerelease Marketing

• Continuous hype about Vista

• Multiple Versions to be introduced simultaneously.

• Vanishing Game Puzzle.

LAUNCH OF WINDOWS VISTA

Launch Strategy

• Teamed with Street Team Promotion.com LLC

• Targeted early morning commuters and thousands of government employees

• One minute video presentation

• Benefits of VISTA

Jerry Seinfeld-overview of the ad

• It co-stars Microsoft co-founder Bill Gates and is set in a shopping mall. Seinfeld, who did most of the talking, helps Gates buy a pair of shoes called the Conquistador. He also asks if Gates ever wears his clothes in the shower. The commercial ends with Seinfeld asking Gates if Microsoft will "come out with something that makes our computers moist and chewy like cake so we can just eat them while we're working." Gates wiggles his rear to answer in the affirmative.

• The commercial ends with the Windows logo and the phrase "Delicious."

Mojave Experiments

• The Mojave Experiment is an advertising campaign by Microsoft for the Windows Vista operating system. The participants in the experiment were asked about their perceptions of Windows Vista (having never used it) and then were shown a ten minute demo of Microsoft's "next OS", codenamed "Mojave". After the experiment was over, it was revealed that "Mojave" was actually Windows Vista.Before the session, the average rating of Vista was 4.4 out of 10; after the session the average rating for the "Mojave" OS was 8.5 out of 10.The official goal of the Mojave Experiment is to get consumers to "decide for themselves" rather than accept the commonly held negative perceptions of Windows Vista

Why did VISTA Fail?

• Microsoft tried to give a feel of Open Source graphics but failed drastically.

• Relocation of resources. • Vista was forcing control on the users. • Windows Vista is termed as RAM

hungry or RAM eater. • Vista’s compatibility quotient is very

low.