Microsoft's Strategy for Small Businesses (A): The Innovative PR Campaign for MS Office Accounting 2007

            
 
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Case Details:

Case Code : MKTG167
Case Length : 20 Pages
Period : 2005-2007
Pub Date : 2007
Teaching Note :Not Available
Organization : Microsoft Corporation
Industry : Computers and Information Technology
Countries : Europe, USA

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Excerpts Contd...

Ideawins: The Ultimate Challenge

Microsoft launched an innovative public relations (PR) campaign to support the launch of OAE 2007 and OAP 2007. On November 18, 2006, Microsoft officially launched the marketing initiative for its OAE 2007, which it called 'IdeaWins: The Ultimate Challenge' (IdeaWins), in Times Square, New York, USA. It was a contest that targeted aspiring entrepreneurs and small business owners. The participants had to come up with innovative business ideas. The winner would receive US$100,000 as startup money, a rent-free retail store space in Manhattan, New York, USA, as well as software and service support from Microsoft and its partners, to put his/her idea to work. (Refer to Table II for the break-up of the grand prize)...

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

Reactions to the Campaign

The IdeaWins contest drew a large number of entries. Many people flocked to the venues where the 'Ultimate Challenge Van' stopped to submit their entries. Taneja said, "...we are overwhelmed by the positive response to the launch [of ] Office Accounting 2007 and the IdeaWins campaign. Ideas have been pouring in at www.ideawins.com and we continue to be inspired by the passion and spirit of the small business entrepreneurs."...

Outlook

Analysts felt that the launch of OAE 2007 and OAP 2007, and the intensive marketing push for the software, was a marked attempt by Microsoft to grab a larger share of the small business accounting software market, particularly from QuickBooks. As of January 2007, OAE 2007 was available in the USA only, and according to the company there were no plans to offer the product to the international market except for the UK. The UK version of OAE 2007 started beta testing from May 2006. Experts felt that compared to QuickBooks 2007 and the latest version of Peachtree, OAE 2007 had the best integration with other MS Office applications...

Exhibits

Exhibit I: Microsoft Logo and Pay-Off Line
Exhibit II: Microsoft's Five-Year Financial Summary
Exhibit III: Five Year Chart of Microsoft's Stock Price Movement on the New York Stock Exchange
Exhibit IV: Logo of Microsoft Office Accounting 2007
Exhibit V: How OAP 2007 is Different from OAE 2007 and SBA 2006
Exhibit VI: Screenshot of Ideawins Website
Exhibit VII: An Ideawins Print AD


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