Kshitij Gondhalekar Roll No.

:A024 SAP ID: 80303120025

Windows-Making Accessibility Reality.

Windows represents a series of GUI Operating systems designed, marketed and made available by Tech Giant Microsoft. Microsoft set off on a Mission to make technology accessible to people of diverse age groups and abilities, with the first release of windows in 1985. Decades later Microsoft Windows represents not a product which delivers on the Brand promise, but the flag bearer of an era of technological innovation. Accessibility to Microsoft means the peoples ability to see, hear and customize a computer to meet their requirements. Disability not being as much an impairment as before Microsoft imbibes a strategic approach by incorporating accessibility into Design, Planning, R&D, testing and Process documentation.

Progress- The Microsoft way

Progress in Microsoft is measured by the following hallowed areas: Innovation Leadership Spreading Awareness Accessibility of Products Collaborating in sync with strategy. Microsoft Windows 7 is the latest officially released operating system by Microsoft in the Windows series.

Marketing Mix Product and Price

Product:
Windows 7 Marketed with Aero--- Better Design which appeals to Gen Y Widely augmented support for gadgets over previous version Incentives offered to migrate from XP and Vista Windows Phone ( tablet edition) similar to the mainstream version. Brings in more uniformity Stronger support for application software in the form of increased libraries Price: (Initially launched products price) Windows 7 Home Premium -$ 199.99 Windows 7 Professional - $ 299.99 Windows 7 Ultimate - $ 349.99

Marketing Mix- Place and Promotion

Place: Virtually accessible from anywhere due to virtual nature, but the system requirements project the Marketplace to most Intel and AMD based products in addition to the Mobile and tablet market. Distribution includes Electronics stores with high number of footfalls Exclusive stores for better interaction and support Can be purchased online for convenience Promotion: Simpler Design Pronounced Pre-orders at discounted price to encourage more customer interest. Upgrades from XP and Vista to 7 significantly cheaper than from XP to Vista Faster than imagination Tag Line

Extended Mix for Enhanced Value-People: Given the nature of the service and reputeCustomers themselves involve in testing review and Word of mouth marketing better than company executives Support experts and executives who extend support from Microsofts as well as Machine Manufacturers side ( for OEM versions) The Microsoft software Developers Network And last but not the least the well committed Microsoft staff. Process: Specialized authentication processes to protect the customer and the Brand from Piracy Automation and Encryption of the process Process re-engineering based on customers requirements in every successive version

Extended Mix for Enhanced Value-Physical Evidence

Windows merchandise distributed in Promotional events Select Primary Testers offered free copies of the software Beta Testers get appreciatory note and cheaper upgrades. Windows 7 case is recyclableSends a message about Green Initiative.

Customer Value Hierarchy

Core Benefit Core Customer Value Actual Product Expected Product Exp & lowest level of competition Software for various kinds of Tablet PCs not just Intel based Single OS for tablets, PCs and Desktops (The next release takes Baby steps towards this) Augmented Product Potential Product Basic Prod

Effective use of Customer centric computers features

Features Augmented With 24/7 Product Every Product Support

MicrosoftAccessibility Embedded software to Personified: Brand support various plug and Promise play devices Warranty More user friendly design to complement exisiting Secure Delivery World Class Quality featuress Amicable Design Compatibility with more Application Software. After Sales Service

Product Hierarchy
Product needInterface to Computer hardware Product classOperating Systems Product line GUI Based OS Product typeDesktop/Laptop OS BrandMicrosoft Item (Stock Keeping Unit-sku)Windows 7

Product Mix Grid

Product Line Operating Systems Microsoft Server OS Win 8 Office Automation Products Microsoft Outlook Enterprise Applications Microsoft SharePoint Gaming Hardware and Apps Microsoft Hardware Xbox 360 Xbox Kinect Apps Age of Empires BREDTH Database Applications Microsoft Microsoft Access DEPTH

Desktop OS Win95/98 Visa Windows 7

MS Office 2003 2007 2010

Dynamic CRM

SQL Server

Mobile OS WinCE Win 8

Product Family

Product Mix Decisions

Microsoft started its journey of Windows when the need for GUI was strongly felt. For almost more than decade Windows Operating System only had one version, meant for desktop as it was desktop operating system. Eventually the technical advancement in the areas of hardware propelled Microsoft to come out with Server version. Further expansion of the platforms and devices such as Mobile and Tabs propelled Microsoft Windows to have multi product approach and customized version for each platforms and drove the growth of product family and product line depth. The success of the operating system product line also drove the brand width in other areas such as office automation , enterprise applications and gaming application and products

Product Line strategy

The Windows series had started with the Flagship version of Windows as GUI based Desktop Operating System. Since then the product line has been regularly extended by adding new version of Windows with new features with periodic intervals e.g. Win 3.1, Win 95, Win 98,, Windows NT , Windows Vista and Windows 7. The product category extension has been achieved in three product areas , Windows OS for Sever OS, Windows OS for Laptop /Tab and Windows OS for Mobile/Handheld devices. Microsoft used the success of their flagship OS products to achieve the brand extension more product categories such as Office Automation Products, Enterprise applications and Gaming Application and Products. Downward stretch is visible with the latest release of Windows 8 os for handheld OR the Office 360 cloud based initiative which offers the entire suit of products at very affordable range. Upward stretch by Microsoft is visible with very niche products introduction such as Surface

Branding Leader- Microsoft

Microsoft is a branding leader which goes by a house of brands strategy in line with its Mission statement. At Microsoft, our mission and values are to help people and businesses throughout the world realize their full potential.

Brand Strategy - House of Brands

Creating variety of brand strategies for a wide range of products has been the key to Microsofts Business success

Brand Strategy - Spectrum

From Fanciful, imaginative, to elaborative, ingredient and stand alone. Microsofts branding culture covers the whole Spectrum

Brand Strategy - Appeal

It apportions visual and verbal finesse to communicate a compelling brand promise.

What Microsoft Means to People

Strong Promise of Performance with extremely high recall value Accessibility and Features Paramount Values: Innovation, Progress, Leadership, and making technology Accessible Via Its Products and Services. People at Microsoft give work great importance even willingly a higher preference over a personal life

The Differentiators..(1/3)
Form: Windows is available in different consumer versions to cater to various requirements like Starter Pack for students, basic for light users, and Professional for regular users, and Home Premium for gamers, and Ultimate edition for Developers, Power users and programmers. It caters to enterprises with the Enterprise edition with extended support. Original Equipment Manufacturer versions (OEMs) which come pre-installed on top PC manufacturers. Features: Windows strategically adds new features with every version like: Better Virtualization support by way of VHD mounting Better Design more appealing to the young generation Better cross platform application support across remote, handheld home and personal use software ( Windows Phone 7.5 Better Integrated with Windows 7 for desktops) Bit Locker Encryption for enhanced security

The Differentiators..(2/3)
Reparability:
Windows Restore is a default function for restoration to factory settings OEM manufacturers also make available support at the PC makers End in compliance with Windows, Recovery Disks may be requested online and system can be repaired. Remote support is offered from Microsofts End to enable easy flow of tech support

Reliability:
Microsoft software is well tested by incorporating multiple rounds of alpha, beta and end user feedback and test result reporting. Windows 7 reportedly reports less bugs and even lower need for security updates and patches Given the market standing, most software is tested for compatibility with windows ensuring fewer problems.

The Differentiators..(3/3)
Style:
While competitor Apple is known for being the Market leader in Design, Windows 7 gives a strong competition to even that trait by having not only a robust, but also a simplified design. Some of the features which like the search bar, and desktop slideshow present a better look and feel factor over previous versions Aero themes and Gyro Support, greatly enhance the viewing experience Aero Snap, and Aero Shake also improve usability and convenience

Product Packaging
Simplicity in Design: Bold logo Communicates the strong Microsoft Windows Promise Contrasting colours- The customers like the look and feel better and can easily distinguish the difference in editions Re-design based on customers feedback only. Re-energizes the Microsoft Windows mindshare. Easy casing: Most software comes with a plethora of information and many different elements---Windows 7 comes with only 3: The DVD, manual and plastic case. Easy to prise open, sleek design and convenient to carry compared to previous versions Green Initiative: The packaging used is around 50% better economic score and significant reduction in wastage

Warranties and Support

Windows 7 is supported by live help and effective online support. For a product which has a life cycle of 3 years ( A new edition every three years). The minimum support provided is for six years. No charge security updates are provided free of cost ( by way of service packs) to enhance customer experience. Consumer editions: Supported till January 2015. Also Microsoft does away with the fear of losing the disk. Once a piece of windows software is registered, a backup can be obtained securely from the Microsoft website. This also includes help involving data recovery. Business editions: The business editions have a bare minimum warranty of six years. But companies deploying Windows are reassured by a special extended support till 2020. Bundled editions: For the Bundled editions support is provided indirectly through the manufacturer of hardware . The support guidelines vary from one manufacturer to another

References
https://www.microsoft.com/enable/microsoft/mission.aspx http://www.informationweek.com/software/enterprise-applications/6-prosand-3-cons-of-microsofts-cloud-st/232602976 http://arstechnica.com/information-technology/2009/06/windows-7-pricingannounced-cheaper-than-vista/ Wikipedia http://articles.economictimes.indiatimes.com/2007-0131/news/28385896_1_vista-ultimate-price-tag-windows-vista-home-basic http://www.marketing91.com/8-marketing-strategy-lessons-from-microsoft/ http://www.theregister.co.uk/2011/07/16/microsoft_one_big_windows/