Microsoft's Office team was developing the marketing communication strategy for its new product, Office 2007. Office was a rather mature product and several variations of the product had been introduced over more than 20 years. As such, the new version had to conquer the consumer perception the versions of Microsoft Office that they already have are "good enough" for them. The Office 2007 promotion team has come up with a two-step effort strategy that sought to first create consciousness and intrigue using traditional media, followed by the heavy use of digital media to get consumer to experience the product through different kinds of "digital encounters."
The team has to determine how much of its marketing spending it should transfer from traditional media to digital media, the way to design the digital experiences that are best and the way to measure the effectiveness of digital encounters.
PUBLICATION DATE: January 01, 2009 PRODUCT #: KEL533-HCB-ENG
This is just an excerpt. This case is about SALES & MARKETING
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