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Promotion and positioning

promotion and position

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Promotion and positioning

  1. 1. Software Marketing Marketing Management -- Prof. Kedar Dunakhe
  2. 2. PRESENTED BY: • Priya Bodke 07 • Neeraja Dikshit 13 • Rahul Rathod 42 • Manish Shah 46 • Prince Surya 51 • Rahul Upadhyay 55
  3. 3. 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.
  4. 4. Types of software systems • System software • Programming software • Application software
  5. 5. Software Development Life Cycle
  6. 6. The General Model
  7. 7. Waterfall Model
  8. 8. Introduction to Microsoft and Windows Vista
  9. 9. 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.
  10. 10. Features Of Microsoft Vista • Windows Aero • Windows Shell • Instant Search • Windows Sidebar • Windows Internet Explorer 7 • Windows Media Player 11
  11. 11. • Backup and Restore Center • Windows Mail • Windows Media Center • Windows Meeting Space • Shadow Copy • Windows SideShow
  12. 12. Advantages and Disadvantages
  13. 13. 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
  14. 14. 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?
  15. 15. Packaging and People
  16. 16. Packaging
  17. 17. People • Small business firms • Professionals • Students • Special business
  18. 18. Promotion And Positioning Microsoft Windows Vista
  19. 19. Prerelease Marketing • Continuous hype about Vista • Multiple Versions to be introduced simultaneously. • Vanishing Game Puzzle.
  21. 21. Launch Strategy • Teamed with Street Team LLC • Targeted early morning commuters and thousands of government employees • One minute video presentation • Benefits of VISTA
  22. 22. 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."
  23. 23. 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
  24. 24. 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.