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Operating Systems

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on 25 October 2013

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Transcript of Operating Systems

Operating Systems
Operating Systems
Windows 7
Mountain Lion 10.8
Chromium OS
Background:
Introduced to the market on July 22, 2009.
In 2013, Windows 7 has a 46% market share.
Used by a wide range of consumers world-wide.
Background:
Introduced to the market on July 25, 2012.
In 2013, Mountain Lion OSX had a 3.69% market share.
Has a limited market share due to monopoly power of Windows 7.
Background:
Introduced to the market in 2010, as a Google product, created through an open license with Linux.
Chromium OS has a market share of 0.02%
Small market share due to limited target audience and lack of awareness (niche product).
Product Offering
Core Product
The provision of computer software management.



Expected Product
Includes the set of software programs, most importantly the supervisor program. This also includes establishment of a user interface and execution of application software.

Mountain Lion: syncing and managing other Apple devices, speed and familiarity.

Windows 7: familiarity to Vista and predecessors.

Chromium OS: fast internet browsing and simplicity.

Augmented Product
Mountain Lion 10.8: Malware blocker, ICloud, IChat, Safari and other apps.

Windows 7: task bar, homegroup, Windows moviemaker.

Chromium OS: Cloud-based applications, operation similar to the Chrome web browser.
Potential Product
Mountain Lion 10.8: greater capacity for computer gaming.

Windows 7: Applications simplifying management of Microsoft products (similar to ICloud).

Chromium OS: offline accessibility.

Total Product Concept
$
Time
0
New Product
Development
Introduction
Growth
Maturity
Decline
Sales
Introduction phase
Little known about product
Large investment in promotional activities needed to raise awareness
A large number of consumers lack knowledge in regard to Chromium OS and its specific features.
Consumers are content to re-purchase and remain loyal to OS heavyweights Apple and Microsoft.
Extend advertising efforts beyond simple web-pages and into television and billboards.
Be made readily available for purchase in store, with demo models for consumers to test
Branding
Positioning
Mountain Lion 10.8
Windows 7
Chromium OS
Consumer Behaviour
Need Recognition
Information Search
Evaluation of Options
Purchase Decision
Post Purchase Decision
Communication
Recommendations
Consumer has an unsatisfied need/want.
The consumer recognises a difference between their actual state and desired state.
For example, marketers may highlight this recognition through advertising.
Little to no efforts made in advertising
for Chromium OS.
Consumer searches for answers to their problem.
Consumer goes through an internal and external search.
Chromium OS, Microsoft and Apple use internet web pages to communicate information to consumers.
Need to broaden advertising to communicate more information.
Consumer evaluates alternatives based on objective and subjective criteria.
Product is presented to highlight strengths and best features to influence decision making.
Consumers can evaluate using trial software (free).
Consumer re-evaluates purchase, assessing if it matches their expectations.
Marketers must attempt to minimise any chance of cognitive dissonance, which a consumer may feel.
For example, Apple's use of bonuses for customers, supplied a short while after purchase.
Support forums.
This stage involves selection of particular brand and product.
Selects product which best suits needs/want.
Sold in packages.
A set of activities aiming to convey a message to a target audience.

Involves a 'sender', 'receiver' and a form of communication.

The form of communication (e.g. advertising) and message encoding must be careful to minimise message distortion.

The message must be encoded to permeate the noise within the target audience's field of experience.
Noise is anything that interferes with the communication process and can severely impact reception of a message.
Organisations send messages and receive feedback whislt consumers receive messages and send feedback.
Research into behaviour, interesting advertisements and specific target marketing improve communication.
Chromium OS:
Lack of advertisement, leads to lack of awareness.
Incorporates web-advertising (e.g. Youtube), however Chromium OS has not experienced the success that the Chrome browser has.
No true advertisements for the OS due to being sold in a package.
'For Everyone' embodies a far too broad target audience.
List of information is effective however this advertisement fails to highlight the fact that the Chromebook (which uses Chromium OS) is a replacement for a tablet/netbook.
Windows 7:
Mountain Lion 10.8:
Windows 7 successfully conveys its message through multiple media platforms (internet, TV), capitalising upon product loyalty and brand reputation.
This YouTube advertisement plays primarily on empowerment of the user, whilst also creating a lasting image of the brand logo and product name.
This print image highlights Microsoft's attention to consumer needs and feedback, thus communicating an all round message to the target audience.
Similarly to Windows 7, Mountain Lion OS X has used various forms of communication to promote its message.
Apple's World Wide Developers Conference and Key Note speeches have shown its ability to flawlessly encode and communicate its message to a massive target audience.
The advertisement shown above, is appealing through use of the lion image and also mention of the cross-platform accessibility.

Also efficiently communicates its message of being 'the most advanced operating system'.
Students
High income
General computer users
Technological advancements
Aesthetics
User-friendly
Safe
Business
Gamers
Occupation
Lifestyle
Home-users
Familiarity
Personalised
'Hackers'
Online-usage
Cloud-based storage
Speed
Customisable
Basic
Replacement for a tablet
Teenage/Student use (13-25)
Chromium OS lacks primarily in areas of communication and positioning.
Chromium OS must make efforts to increase brand awareness:
We have created an advertisement for Chromium OS, improving on areas in which it was lacking.
Chromium also embodies a lack of brand equity, particularly brand awareness.
Windows 7 and Mountain Lion however have experienced success in their marketing campaigns, however Apple may need to become more diverse to challenge the Windows 7 market share.
Chromium needs to narrow its target market:
-"For everyone" is too broad.
- Focus on specific market segments
- Position as a replacement for tablet.
Chromium also needs to communicate more effectively:
- Once it has successfully targeted a market, it must mass advertise to increase awareness.
- Engage in more avenues of advertising (TV, billboards).
- Make readily available in store rather than solely online.
- Market specialisation (meeting more needs in a segment).

Brand Awareness:
Brand Associations:
Perceived Quality:
Apple/Mountain Lion: High
Microsoft/Windows 7: High
Chromium/Google/Linux: High for Google

Low for Linux
Apple/Mountain Lion:
style

ease
fun

Itunes
Microsoft/Windows 7:
business
organisation
word/excel
lifestyle

Chromium/Google/Linux:
speed
browser
Brand Loyalty:
Apple/Mountain Lion: High.
Microsoft/Windows 7: High/Above average.
Chromium/Google/Linux: Low.
Apple/Mountain Lion: High
Microsoft/Windows 7: High-Med
Chromium/Google/Linux: Low (5% try it out)
This advertisement is scaleable for newpapers, magazine, billboard, internet and TV use.

It also plays on Google's existing brand equity to build positive associations and product awareness.
Full transcript