MS Office Student Marketing Strategy in Russia
•
0 likes•227 views
This document discusses a marketing strategy for Microsoft Office in Russia. It identifies key problems such as high software piracy rates, student attitudes, and lack of awareness of student discounts. Solutions proposed include lowering prices, promoting student offers through retail partners and campus campaigns, and launching a provocative "Campaign 69" on social networks to promote the low 69$ price point for students and generate interest. The campaign aims to communicate the price, form purchase intent, and target social media users through attention-grabbing logos and influencer marketing. Overall the strategy focuses on addressing piracy, changing attitudes, and growing legal software adoption among Russian students.
![Contents Problems and Opportunities - Piracy - Student Select ,[object Object]](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
Recommended
More Related Content
Viewers also liked
Similar to MS Office Student Marketing Strategy in Russia
Similar to MS Office Student Marketing Strategy in Russia (20)
More from Changellenge >> Capital
More from Changellenge >> Capital (20)
MS Office Student Marketing Strategy in Russia
- 1. Ekaterina Geta Natalya Malyk marketing strategy in Russia Aleksey Fedorov StanislavLatyshevskiy
- 3. Awareness2. Promotion campaign 3. Conclusion 2
- 6. Easy access to pirated software
- 7. Unaware purchasing of pirated software3
- 8. Piracy: changing lanscape 2009 The Ugly: Internet fraud has increased by30% 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% Opportunities + Challenges 4
- 10. Tegline“Is it worth risking being the hero of this story?”
- 14. Retail network5
- 15. Market research How to assess the students` awareness and attitudes? 6 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,
- 17. 5% use Office 2003 or earlier versions
- 19. 10% used student discounts
- 20. Students unwilling to pay 129 Euro/3100 RUR for Home and Student edition
- 21. Russians find 69$ tag expensive (Moscow, St. Petersburg – exceptions)7
- 22. Main problems 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 8
- 23. Solutions Little awareness of Microsoft student offers 9 Directions: Corporate partners Retail: Microsoft Store Student campaign: survival package, goodies, coffee, branding Messages: 69 campaign Best assistant in the fight with exams My grown-up life would not be full without Office 2010
- 28. Early on the learning curve for Office 2007
- 29. Do not see significant changesEducate consumers Web-site more user-friendly Promotion on social networks Game
- 31. Goal: communicate the low price, form a purchase intent
- 32. Audience: social networks, active users – broad focus
- 33. Specifics: TARGETING, USE OF PROVOCATIVE LOGOS, USE OF OPINION LEADERS“69 Try it legally”, “69 Turns me on and inspires me”, “Who is 69 today?” – flash mob lavine Question-status: Where/When/With whom are you working on Office today? – “At home, on the table. 69”, “With my secretary. 69”. Photos, viral videos, imaging News updates from Microsoft, Xbox Live achievements