Creating a Marketing Plan

Marketing Windows VISTA - Marketing Plan

The primary consumer base for Microsoft VISTA would be current Windows systems users who are in need of an upgrade of their current systems. Perhaps some users missed out on the last marketing blitz for Windows XP and now they realize that if they do not upgrade, they cannot use the basic, much less latest options open to PC users today. Rather than use the current operating model, it makes sense to avail one's self of the latest option, when making a system upgrade, to reduce the likelihood of having to do so again in the near future.

Current XP users are the other major target audience. In contrast to Apple, all of Microsoft's users traditionally tend to be less interested in product design, whistles and bells, and cuteness, and "are more serious and tend to focus on features, benefits, and the ways their products can help make your life easier" like VISTA's greater security protections (Derik 2007). Product advertizing directed towards these core users thus should stress the importance and the ease of the new system. Older users may be less technically savvy than Apple users and have concerns about the compatibility of the new system and the benefits they will gain from upgrading.

According to Lauren Prescott of Hitwise demographics, "the majority of traffic to the Apple website came from users under 45, while the majority of traffic to the Microsoft website came from users over 35, with a full 22% of its traffic coming from those in the 55+ age bracket" during the time of the VISTA launch (Prescott 2007).

The problem with VISTA's target audience, however, is that older users Computer "are typically slower to adopt new technologies, and may even be fearful of the difficulties that might ensue upon upgrading an operating system," while Microsoft competitor Apple's "younger user...have less hesitation about buying a new product and are confident that they can quickly learn how to use the system, "as they have been figuring out how to use computers and cell phones since a young age" (Prescott, 2007).

A new target market for this brand in terms of individual and social characteristics, with your rationale for selecting this group

Microsoft cannot be content to simply to rely upon the loyalty of its core 45+ demographic. This rapidly aging user base will eventually dissipate, leaving the Microsoft's demographic group's grandchildren to be wooed by Apple. But Microsoft's efforts to lure much young consumers have met with failure, particularly in the MP3 market. Microsoft must focus on a realistic demographic, given its 'tried and true' image. It must find a new market that is slightly younger, but still stresses its brand's familiarity and reliability. One potential base is thirty-something women, who may be less technically obsessed than their male counterparts, but want something that is quick and easy to use to fit into their busy lives.

Existing perception of your selected brand and one rival brand, with a description of the perception that you want to create for the new target consumers

Apple and Microsoft could be characterized as younger and older siblings, one of which is slightly less wealthy and well-established, but is much loved, while the other is less respected but richer and more established. Hating Microsoft is almost a sport amongst individuals who pride themselves as technical experts, but they have never been able to really make an inroad in Microsoft's market share. However, Microsoft's older and more generalized consumer base lacks the fervent zeal of Mac users. Apple products generate an almost cult-like loyalty amongst users.

Microsoft's reliability for women seeking a functional and compatible system that they can use to connect to work when a child is home sick, that they can use to help children with their homework, that they can use to do their personal shopping after work when their kids are in bed, might be one possible marketing 'image' to convey when marketing VISTA. Instead of mimicking the sexiness of Apple, using Microsoft's ubiquity and ease of upgrading would be one way to get a slightly younger demographic. Advertising in magazines not traditionally technical, like Martha Stewart Living, or Parenting Magazine, with images of families curled around the computer, working on a school project, might be one way to connect with this group. The stress in its initial advertising that Microsoft VISTA makes life "clutter free" may be one example of how the company is trying to appeal to this demographic (Pirillo, 2007).

One very positive development was Microsoft's use of Oprah as a potential marketing device to this demographic. Microsoft is currently attempting to get listed on "Oprah's influential favorite things list," a list that has transformed obscure authors into best-sellers and some might say launched Barak Obama's Presidential Campaign. Oprah's association with warmth and her unintimidating persona is ideal to overcome resistance by technophobes to VISTA ("Microsoft targets Oprah," 2007, Techrepublic.com). Promoting the Bill and Melinda Gates' Foundation and its philanthropic endeavors might be another covert strategy to link VISTA to worthy and charitable offerings that moms of a variety of ideological orientations felt 'good' using in their morally upright or eco-friendly households.

For older users who are intimidated by Microsoft, offering easy-to-use tutorials online about upgrading, and a comparison of current features with upgraded features would be one way to persuade the core, sensible Microsoft 45+ demographic.

Decision-making and purchase process that is specific to the brand and the consumers you identified

Ease of use and ease and compatibility of upgrading are perhaps the core concerns of both demographics, which must be conveyed in its online advertising tutorials as well as its print and televised media advertising. One criticism of the Microsoft marketing campaign for VISTA thus far is that it is confusing, and does not emphasize features like security, that might be of interest to middle-aged and older users concerned about identity fraud. Instead, to attract a much younger demographic, Microsoft has made use of marketing stunts, like sponsoring a comedy show (Pirillo, 2007).