Its a New Day: Microsofts Office 2007 Launch Campaign Case Solution And Analysis, HBR Case Study Solution & Analysis of Harvard Case Studies

Microsoft management team was to develop a marketing communications plan for its new Office 2007 product. The office was very mature product, and several versions of the product was introduced more than 20 years. Thus, the new version had to overcome the perception of the consumer, that the version Microsoft Office, they are already "good enough" for them. Office 2007 marketing team came up with a two-stage strategy for the campaign, which sought to first create awareness and intrigue with traditional media, followed by the intensive use of digital media to the consumer to meet the product through the different types of "digital experience. "The team has to decide how much of its spending on advertising to make the transition from traditional media to digital media, how to develop the most effective digital experiences and how to measure the effectiveness of digital experiences. Corps is set to a time when digital media began to emerge as a promising way to attract consumers more deeply with brands and products, but marketing experts were not sure about the relative effectiveness of various digital marketing tactics and the optimal combination of traditional digital channels compared to other product marketing, market and campaign contexts. "Hide
Mohanbir by Sonia, Sachin Waikar Source : Kellogg School Management 13 pages. Publication Date: January 1, 2009. Prod. #: KEL533-PDF-ENG