1 / 12

Natalya Malyk

Ekaterina Geta. Natalya Malyk. m arketing strategy i n Russia. Aleksey Fedorov. Stanislav Latyshevskiy. Contents. Problems and Opportunities - Piracy - Student Select Price Awareness 2 . Promotion campaign 3 . Conclusion. Problems and opportunities. Piracy:

miller
Download Presentation

Natalya Malyk

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript


  1. Ekaterina Geta Natalya Malyk marketing strategy in Russia Aleksey Fedorov StanislavLatyshevskiy

  2. Contents • Problems and Opportunities - Piracy - Student Select • Price • Awareness 2. Promotion campaign 3. Conclusion

  3. Problems and opportunities Piracy: • The freebie- loving culture • High software prices • Easy access to pirated software • Unaware purchasing of pirated software

  4. 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

  5. Piracy: solutions • The freebie- loving culture • Terrifying campaign • Tegline“Is it worth risking being the hero of this story?” • Channels: press ,TV (ProgrammeMaksimum, BitvaEkstrasensov) 2. High software prices • Lowering prices • Easy micro-credit 3. Availability of pirated software • Extensive work of Microsoft team • Partnership with authorities 4. Unaware use • Microsoft Store • Retail network

  6. Market research • How to assess the students` awareness and attitudes? 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,

  7. Market research Results: • 50/50 Pirated/legal – Germans use the most pirated Office (54%) • 5% use Office 2003 or earlier versions • Pre-installed 50% • 10% used student discounts • Students unwilling to pay 129 Euro/3100 RUR for Home and Student edition • Russians find 69$ tag expensive (Moscow, St. Petersburg – exceptions)

  8. 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

  9. Solutions Little awareness of Microsoft student offers 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

  10. Solutions Students are unwilling to spend 69$ • Ready to pay 1000 RUR for Home and Student edition • Ready to buy separate Office applications 300-500 RUR • Directions: • Save as it is • Microcredit (Banks, Online, SMS, Web-money, etc) – Office starting at 0.69 • Active promotion (Campaign 69) • 2. Lower the price • Sell separate applications – better to sell one for 300RUR than 9 for 0RUR • Lower overall price to 966 RUR (69x14)

  11. Solutions Resistance to upgrading to Office 2010 • Unwillingness to change existing patterns • Early on the learning curve for Office 2007 • Do not see significant changes Educate consumers Web-site more user-friendly Promotion on social networks Game

  12. Campaign 69 Social marketing • Provocative, quirky, intellectual campaign • Goal: communicate the low price, form a purchase intent • Audience: social networks, active users – broad focus • 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

More Related