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Microsoft MSN & Windows Live : 

Microsoft MSN & Windows Live Presented By: Rodney Tan Janice Yip Shirley Wong Chew Shu Xian

Microsoft MSN & Windows Live : 

Microsoft MSN & Windows Live Presented By: Shirley Wong Chew Shu Xian Janice Yip Rodney Tan

Introduction : 

Introduction Microsoft Has several products under the company E.g. Microsoft Office, Windows XP, Windows Vista Windows Live Collective brand name for a set of services and software products from Microsoft. Web applications, accessible from a browser, but there are applications that need installing as well. MSN Collection of Internet services provided by Microsoft. The Microsoft Network debuted as an online service and Internet service provide

Agenda : 

Agenda MDP & MRP Research Plans Marketing Analysis Key Issues Recommendations

Mission Statement : 

Mission Statement We are committed long term to the mission of helping our customers realize their full potential. Just as we constantly update and improve our products, we want to continually evolve our company to be in the best position to accelerate new technologies as they emerge and to better serve our customers.

Slide 6: 

Corporate Objectives

Research Design : 

Research Design MDP MRP

Slide 8: 

MDP Insufficient traffic to the MSN portal 2. Lack of downloads of the Windows Live Full Suite products

Slide 9: 

MRP Determine whether the website user interface/layout is friendly and appealing to the web users Determine the level of awareness and preference of the web users towards MSN channels and the main website Determine the awareness level of the web users towards Windows Live and reasons of not downloading the product Determine the needs and wants of the web users towards internet downloads and what features do they look for in such products

Slide 10: 

Survey on 450 respondents Singaporeans and Singapore PRs Quota sampling - Age, Occupation, Gender Research Design Sampling Plan Methodology Exploratory - In-depth interviews Descriptive - Surveys Primary Research Secondary Research Internet Articles

Market Audit : 

Market Audit Environmental Scanning (External) Market Analysis (Internal)

Environment Scanning : 

Environment Scanning Population of Singapore 4,588,600 GDP Forecasted 4% to 6% growth in 2008 Literacy 95.7% in terms of literacy 87% in terms of secondary or higher education Political Stable, democracy Legal Fair Laws and regulations

3 Basic Activities of Internet Users : 

3 Basic Activities of Internet Users

Environment Scanning : 

Environment Scanning Households with school going children – 70% Households without school going children - 69% Home internet access 74% Home computer users above age 15 – 92% Home internet users above age 15 – 68% 79% Home Penetration Singapore population access to internet at any location – 99%

Market Share: Search Engines : 

Market Share: Search Engines

Level of Exposure : 

Level of Exposure Default Homepage Getting to know Windows Live

Competitors Analysis : 

Competitors Analysis

Product Life Cycle : 

Product Life Cycle MSN Windows Live

Product Life Cycle : 

Product Life Cycle MSN Has been around for about 13 years Many individuals recognize MSN and its functions Started out as an ISP to provide basic internet surfing experience; moved on to be a globally known search engine and innovative website Not much room left for development

Product Life Cycle : 

Product Life Cycle Windows Live Relatively new entrant Internet products to facilitate the user online experience Existing internet products: Email, chatting, photo uploading, blogging Still growing and exhibits potential for even more growth

Portfolio Summary (BCG Matrix) : 

Portfolio Summary (BCG Matrix) Messenger Spaces MSN Portal Other Windows Live Products 76.7% uses the internet every day 77.5% downloaded Messenger 61.3% 46.7% heard of spaces 13.3% downloaded 97.1 % heard of MSN 96.4% use it everyday Less than 5% has heard and downloaded other Windows Live products

Windows Live: Level of Involvement : 

Windows Live: Level of Involvement

Critical Success Factors : 

Critical Success Factors

Key Market Segment : 

Key Market Segment

Slide 30: 

MSN

Slide 31: 

Windows Live

Gap Analysis : 

Gap Analysis Market Share Time Where do we want to be Where are we now? The GAP O

SWOT : 

SWOT STRENGTHS WEAKNESSES OPPORTUNITIES THREATS

Slide 34: 

Strengths

Slide 35: 

MSN Awareness Windows Live Products

Slide 36: 

Weakness

Slide 38: 

Opportunities

Slide 40: 

Threats

Slide 41: 

Do you download internet products? Why do you not want to download internet products?

Slide 42: 

Well established High brand equity Easy to navigate/ direct Comprehensive and informative Customizable distribution channels Content heavy and overwhelming Brand confusion Cluttered Easier accessibility (Wireless@Sg) Price drop in PC Easier to get the computers High internet dependency Shift in consumers’ taste High competition S T R E N G T H S W E A K N E S S E S O P P O R T U N I T I E S T H R E A T S MSN

Windows Live : 

Wide product range Technological know-how (Leverage on MSN and Live Search) Well established for its messenger (comes in a package with all other software) Brand confusion Weak branding Low awareness Increased need of socializing on the internet Blogging Internet Chat Forums Internet security Viruses, malwares, adwares Keen competition Regulation Copyright S T R E N G T H S W E A K N E S S E S O P P O R T U N I T I E S T H R E A T S Windows Live

Assumption : 

Assumption MSN would not discontinue any of the Windows Live products or any functions of any existing Windows Live products. MSN have the financial capabilities to execute the marketing plan. There is availability of mediums to execute our marketing campaign. (E.g. Media) Competitors will not take any commence any drastic marketing campaign.

Market Overview : 

Market Overview Environmental Scanning Penetration Rate Market Share Competitive Analysis Product Life Cycle Critical Success Factors Key Market Segments SWOT Analysis Assumptions Level of Exposure

Issues to be addressed : 

Issues to be addressed

Marketing Objectives : 

Marketing Objectives

Strategic Focus : 

Strategic Focus

Brand Strategy : 

Brand Strategy Brand Extension Leverage on MSN brand equity Cut costs on brand differentiation and moulding of a new brand – Windows live Best of both worlds

Target Market Group : 

Target Market Group

Brand Positioning : 

Brand Positioning For the students, PMEB and white collars, MSN is the top choice for web search, communication and customization which gives the most reliable service because of our dedication to serve the internet community.

Marketing Strategies : 

Marketing Strategies Product Pricing Place Promotion

Product : 

Product MSN MSN portal : http://www.msn.com layout and channels

Slide 54: 

MSN

Top 3 Most Favoured Channels : 

Top 3 Most Favoured Channels MSN

Most Hoped to See Channel : 

Most Hoped to See Channel MSN

Most Hoped to See Channel : 

Most Hoped to See Channel MSN

Most Hoped to See Channel : 

Most Hoped to See Channel MSN

Most Hoped to See Channel : 

Most Hoped to See Channel MSN

Most Hoped to See Channel : 

Most Hoped to See Channel MSN

Product : 

Product Revamp MSN.com User friendly As MSN.com changes its looks, advertise through words of mouth and more people would be curious and check out on the new MSN.com MSN

Product : 

Product Main issue: Brand confusion with MSN To scrap Windows Live brand, and ride on the well established MSN brand instead Windows Live

Windows Live Products : 

Windows Live Products Windows Live

Reasons behind low usage for Windows Live Mobile : 

Reasons behind low usage for Windows Live Mobile Windows Live

Brought to : : 

Brought to : MSN WINDOWS LIVE

Promotion : 

Promotion Public Relations MSN Live Duo Photos 214 Advertising Stickers distribution Collaboration with Sony PSP

WHY Public Relations? : 

WHY Public Relations? Elevate status of MSN and Windows Live Increase awareness News coverage Internet happenings Successfully build the MSN brand

MSN Live Duo : 

MSN Live Duo Chatting for Charitable Cause (CCC) Blogamania

Chatting for Charitable Cause : 

Chatting for Charitable Cause Do a part for charity just by chatting with your loved ones MSN Live to donate S$2 for every Singapore based user who clocked 24 hours worth of chatting online

Implementation issues: : 

Implementation issues: Two weeks before the event, users will be able to register their MSN accounts on www.MSNLive.com/CCC Will be asked to fill in particulars such as country the user resides in A Singapore event – for Singaporeans and PRs only IP monitoring by MSN staff End of the event: total amount donated will be placed on MSN Live website

Blogamania : 

Blogamania To promote awareness for MSN Writer Engage the blogger community Theme: Your best experience with MSN and MSN Live Best entry will stand to win: Grand Winner’s Prize: Sony PSP Finalists’ Consolation: Sony Walkman MP3 1 Grand Winner and 5 Finalists

MSN Live Duo : 

MSN Live Duo Awareness Word of Mouth Bloggers and blogs Advertising on MSN Today and the MSN Portal Advantages Inexpensive and direct Raise awareness and elevate MSN’s image

Valentines’ Day: Photos 214 : 

Valentines’ Day: Photos 214 Contest to promote the use of MSN Live Photo Gallery Couples to upload pictures (no limit on the quantity) of how MSN and MSN Live products have enhanced their relationship Best picture wins a 100 dollars voucher at Singapore’s 5 Star Hotel for use on the week which Valentines’ Day falls on Runner up: 70 dollars voucher

Stickers : 

Stickers Distribute MSN and Windows Live related stickers free On the streets Schools When people began pasting the stickers on the possessions or even paste it anywhere, MSN gained exposure

Why Stickers? : 

Why Stickers? Inexpensive Stickers V.S Brochures Less inclined to dispose it immediately Durable and has a use for the public Hip and Fuss Free Targeted at the crowd who wants to be unique and novel – effortless publicity

The Stickers : 

The Stickers

The Stickers : 

The Stickers

Slide 83: 

“From an aesthetic perspective, the Sony PSP is a gorgeous device. It's one of those gadgets you immediately want to get your hands on but vigilantly want to protect once you set it down” CNET

Slide 84: 

July 3, 2008 - Famitsu publisher Enterbrain shared a report today on the first half of the year in games over in Japan. It shouldn't come as a surprise to anyone who keeps up on Japanese sales trends, but the PSP was the star of the show.Sony sold 1.96 million PSP units over the first six months of 2008. This put it atop the hardware heap -- the first time the system has managed this feat for sales taken over a half year period. Perhaps more notable is that the system doubled its sales over the same period one year ago.Nintendo's two platforms took a close second and third place. Wii was the second best selling platform for the period with 1.72 million units, placing it close to its performance last year. The DS sold 1.59 million units. This may not seem to shabby, except when you compare it to last year's performance of 3.71 million units over the same period. PSP securing 28% of total market share in 2005

Collaboration with Sony PSP : 

Collaboration with Sony PSP PSP is an opportunity Through downloading, consumers can chat using Windows Live Messenger Does not have hotmail or other MSN and Windows Live applications MSN Live products to be made available by default PSP allows for internet access and becomes an alternative to laptop for MSN and Windows Live users Tap into a growing trend

Collaboration with Sony PSP : 

Collaboration with Sony PSP Wider market share Greater pool of resources Combination of resources Sony’s marketing efforts Microsoft online and software expertise Consumers can relate to 2 brands in one instant MSN Live become embedded as features of PSP Becomes a benefit for consumers and attraction when purchasing a PSP Attracts both students and working adults since Windows Live and MSN applications caters to work and lifestyle

Expected Results : 

Expected Results Strengthening of brands (brand clarification): 70% Higher hits, increased traffic and usage: 40% Raise awareness: 80% ROI: 60%

Contingency Plan : 

Contingency Plan

Budgeting : 

Budgeting

Detailed Implementation Plan : 

Detailed Implementation Plan Launch of the new MSN.com website Photos 214 event Launch of the Sony PSP integrated fully of Live products Negotiation of collaboration Distribution of stickers Massive Distribution of stickers Revamping the new MSN.com website MSN Duo

Review : 

Review Low market shares against the 2 giants Low awareness of products Brand Confusion Brand Extension MSN Live Product and Promotion Public Relations Collaboration

The End. : 

The End.

Citation : 

Citation CNET. (2008). Sony PSP Console Reviews. Retrieved August 7, 2008, from CNET. Web site: http://reviews.cnet.com/consoles/sony-psp/4505-10109_7-30895581.html IGN.com. (2008). IGN: PSP Rises, DS Falls in Japan. Retrieved August 7, 2008, from IGN.com. Web site: http://psp.ign.com/articles/886/886133p1.html Singstat . (2008). Monthly Digest of Statistics Singapore June 2008. Retrieved August 4, 2008, from the Singstat Web site: http://www.singstat.gov.sg/pubn/reference/mdsjun08.pdf Alexa The Web Information Company. (2008). Singapore – Alexa Top 100 Sites. Retrieved August 5, 2008, from Alexa The Web Information Company. Web site: http://www.alexa.com/site/ds/top_sites?cc=SG&ts_mode=country&lang=none Microsoft. (2008). PricewaterhoursCoopers Audit Confirms That More Than 300 Million Unique Users Worldwide Visit MSN. Retrieved August 5, 2008, from Microsoft. Web site:http://www.microsoft.com/presspass/Press/2002/Sep02/09-04MSN8Momentum2002PR.mspx Marketing Teacher. (2008). Gap Analysis. Retrieved August 5, 2008, from Marketing Teacher. Web site: http://www.marketingteacher.com/Lessons/lesson_gap_analysis.htm Wikipedia, The Free Encyclopedia. (2008). MSN. Retrieved August 5, 2008, from Wikipedia, The Free Encyclopedia. Web site: http://en.wikipedia.org/wiki/MSN Wikipedia, The Free Encyclopedia. (2008). Windows Live. Retrieved August 5, 2008, from Wikipedia, The Free Encyclopedia. Web site: http://en.wikipedia.org/wiki/Windows_Live Net Applications. (2008). Search Engine Market Share. Retrieved August 5, 2008, from BuildIntelligence. Web site: http://www.buildtelligence.com/s-e-market-share.htm Vision of Humanity. (2008). Global Peace Index Rankings 2008 – Global Peace Index. Retrieved August 5, 2008 from Vision of Humanity. Web site: http://www.visionofhumanity.org/gpi/results/rankings/2008/

Citation : 

Citation InfoComm Development Authority of Singapore (iDA Singapore). (2008). Annual Survey on Infocomm usage in households and by individuals for 2007. Retrieved August 5, 2008, from InfoComm Development Authority of Singapore (iDA Singapore). Web site: http://www.ida.gov.sg/doc/Publications/Publications_Level2/20061205092557/ASInfocommUsageHseholds07.pdf English Online. (2008). Uses of the Internet. Retrieved August 5, 2008, from English Online: Internet Tutorial. Web site: http://english.unitecnology.ac.nz/resources/resources/tutorial/conceptual/uses.html Internet World Stats. (2008). Countries with Highest Internet Penetration Rates. Retrieved August 5, 2008, from Internet World Stats. Web site: http://www.internetworldstats.com/top25.htm Statistics Singapore. (2008). Statistics Singapore – Key Annual Indicators. Retrieved August 5, 2008, from Statistics Singapore. Web site: http://www.singstat.gov.sg/stats/keyind.html#litedu Ministry of Trade and Industry Singapore. (2008). MTI Forecasts Sustained Growth of 4.5-6.5% in 2008. Retrieved August 5, 2008, from Singapore Press Releases on the Internet (SPRInter). Web site: http://app.sprinter.gov.sg/data/pr/20071119997.pdf Microsoft. (2008). Our Commitment to Our Customers. Retrieved August 5, 2008, from Microsoft: About Microsoft. Web site: http://www.microsoft.com/about/companyinformation/ourbusinesses/business.mspx Richard MacManus. (2006). Microsoft's brand confusion - MSN or Live?. Retrieved August 7, 2008, from blogs.zdnet.com. Web site: http://blogs.zdnet.com/web2explorer/index.php?p=113 IDA Singapore. (2008). Publications – Infocomm Usage – Households and Individuals: Household access to internet, 2003 – 2007, Annual. Retrieved August 7, 2008, from IDA Singapore. Web site: http://www.ida.gov.sg/Publications/20070822125451.aspx#usageHse3