Microsoft's Strategy for Small Businesses (A): The Innovative PR
Campaign for MS Office Accounting 2007
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Campaign for MS Office Accounting 2007 case study
(Case Code: MKTG167) click on the button below, and select the case from the list of available cases:
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Please note:
This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Case Details: |
Price: |
| Case Code |
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MKTG167 |
For delivery in electronic format: Rs. 400;
For delivery through courier (within India): Rs. 400 + Rs. 25 for Shipping & Handling Charges
Themes
Marketing Management/ Marketing Communications/ Public
Relations |
| Case Length |
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20 Pages |
| Period |
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2005-2007 |
| Pub Date |
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2007 |
| Teaching Note |
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Not Available |
| Organization |
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Microsoft
Corporation |
| Industry |
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Computers and
Information Technology |
| Countries
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Europe, USA |
Abstract:
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This case is about the innovative public relations campaign initiated by
Microsoft Corporation (Microsoft) for its MS Office Accounting Express software
- MS Office Accounting Express 2007 (OAE 2007) and MS Office Accounting
Professional 2007 (OAP 2007), which were targeted at small and medium businesses
(SMBs).
As part of its pull strategy, Microsoft organized a contest called 'IdeaWins -
The Ultimate Challenge' targeted at entrepreneurs and small business owners in
the US. Microsoft attracted its target customers to the contest website
IdeaWins.com, where in the contestants could submit their innovative business
idea.
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The winner of the campaign would receive a
US$100,000 cash prize as start-up capital and other related
support from Microsoft and its partners to implement the winning
business idea. Microsoft also gave away OAE 2007 as a free
download on the IdeaWins.com website. The campaign generated a
lot of buzz among the target audience and succeeded in the
publicity of OAE 2007 and OAP 2007.
The case discusses the accounting software market for SMBs as
well as the competitive landscape in this segment. The case also
looks at the reasons for Microsoft's strategic shift toward
providing Internet-based software and services and its growing
competition with Internet-based firms such as Google, Inc., and
Yahoo!, Inc.
Issues:
» Understand the issues and challenges faced by IT companies in targeting the
small and medium businesses market
» Understand the need for innovative marketing strategies to attract the
attention of customers spread across different industry verticals and geographic
regions
» Appreciate the role of PR campaigns in creating credibility for the launch of
a new product
» Understand the issues and challenges faced by a mature business organization
to keep itself abreast of the changes in a dynamic and competitive business
environment
Contents:
Keywords:
Public relations, Microsoft Corporation, IdeaWins - The
Ultimate Challenge, Google, Intuit Quickbooks, Information Technology, Small
business, Strategy , Internet-based software, Unique selling proposition ,
Strategic shift, Buzz marketing, Loss leader strategy, Pull strategy, Branding ,
Search marketing, Innovation contest, Business model, Target marketing,
Microsoft Office Accounting Express
An Innovative Campaign Targeting Small Businesses
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