perceptual brand positioning - os in france
DESCRIPTION
Presentation done as an exercise in class.TRANSCRIPT
PERCEPTUAL BRAND POSITIONING
Marketing
Patricio ANGONOAGermain DUTILLEULVincent GUILIANIJaswant JONNADA
AGENDA
IT System PresentationThe French MarketMain players in The French marketPerceptual dimensionsHow the Brands position themselvesHow the different segments perceive the brandsAverage weight of each dimensionImportance of each segment with regards to volumeResults analysisConclusion
Operating System (OS)
An operating system (OS) is a set of programs that manages computer hardware resources, and provides common services for application software. The operating system is the most important type of system software in a computer system. Without an operating system, a user cannot run an application program on their computer, unless the application program is self booting (wikipedia).
Introduction
In this project, we are presenting you the French market for desktop Operating System (OS).
Main players on this market are : Microsoft Windows Apple Mac OS Linux
The French market
84.90%
11.50%
2.80%0.80%
French Market shares – OS ( August 2011)
WindowsMac OSLinuxOthers
Perceptual dimensions
User interface design Easyness to use Speed Safety Library Price Perception Overall avaibility
Segments presentation
Video Game Players: Group of people whose main video
game system is the computer State of the art and Top of the range
hardware Video games drive the purchase of the
OS Large volume segment From low to high revenues end user Potential network players
Segments presentation
Photo Editor Users: Group of people whose main computer
activity is to edit pictures Professional and Connoisseur Medium volume segment From medium to high revenues users Prescriptors in their activity
Segments presentation
Common users: Group of people versatile with little
knowledge of the OS Very influenced by advertising High volume segment From low to high revenues users
Segments presentation
IT experts: Group of people at the edge of the
technology Very demanding people (private and
professionals) Low volume segment Very important prescriptors to public
and professionnals From low to high revenues users
How the brands position themselves
How the brands position themselves
User I
nter
face
Desig
n Spee
d
Softw
are
libra
ry
Overa
ll
avai
labi
lity
0
20
40
60
80
100
MS WindowsApple Mac OS XLinux
How the brands position themselves
UI Design Easyness Speed Safety Software library
Price Perception
Availability0
10
20
30
40
50
60
70
80
90
100
self perception
Brand MS Brand AppleBrand Linux
kLHwYyNgfCLqn0pBhJkaQn
How the different segments perceive the brands – Common Users
MS and Apple aligned with segment needs Price is to be improved by Apple Easyness to use to be improved by Apple Linux positionning doesn't match this segment needs
UI Design Easyness Speed Safety Software library
Price Perception
Availability0
10
20
30
40
50
60
70
80
90
100
MS WindowsApple Mac OS XLinux
XLGr5n6ccsK8j5JqefdkEb
How the different segments perceive the brands – Common Users (2)
0102030405060708090
100
MS WindowsApple Mac OS XLinux
XLGr5n6ccsK8j5JqefdkEb
0102030405060708090
100
self perception
Brand MS Brand AppleBrand Linux
kLHwYyNgfCLqn0pBhJkaQn
How the different segments perceive the brands – Video Game
MS is in line with targeted segment Safety is to be improved by MS Linux positionning doesn't match this segment needs
UI Design Easyness Speed Safety Software library
Price Perception
Availability0
10
20
30
40
50
60
70
80
90
100
MS WindowsApple Mac OS XLinux
kLHwYyNgfCLqn0pBhJkaQn
How the different segments perceive the brands – Video Game (2)
0102030405060708090
100
MS WindowsApple Mac OS XLinux
kLHwYyNgfCLqn0pBhJkaQn
0102030405060708090
100
self perception
Brand MS Brand AppleBrand Linux
kLHwYyNgfCLqn0pBhJkaQn
How the different segments perceive the brands – Photo Editing
Apple aligned with user needs MS needs to improve first four criteria Linux positionning doesn't match this segment needs
UI Design Easyness Speed Safety Software library
Price Perception
Availability0
10
20
30
40
50
60
70
80
90
100
MS WindowsApple Mac OS XLinux
R6Q0v5KxDSFXEiG2UJaJlJ
How the different segments perceive the brands – Photo Editing (2)
UI De-sign
Easyness
Speed Safety Soft-ware library
Price Per-
ception
Avail-ability
0
10
20
30
40
50
60
70
80
90
100
MS WindowsApple Mac OS XLinux
R6Q0v5KxDSFXEiG2UJaJlJ
UI De-sign
Easyness
Speed Safety Soft-ware library
Price Percep-
tion
Availability
0102030405060708090
100
self perception
Brand MS Brand AppleBrand Linux
kLHwYyNgfCLqn0pBhJkaQn
How the different segments perceive the brands – IT Experts
Linux performs better than others Small differences between 3 of them apart from Speed – Safety - Price In that segment, Linux delivers better than what they are expecting from
their positioning This segment can be perceived as less sensitive to adverstising, but word
of mouth is very important
UI Design Easyness Speed Safety Software library
Price Perception
Availability0
10
20
30
40
50
60
70
80
90
MS WindowsApple Mac OS XLinux
XLGr5n6ccsK8j5JqefdkEb
How the different segments perceive the brands – IT Experts (2)
UI Design Easyness Speed Safety Software library
Price Perception
Availability0
10
20
30
40
50
60
70
80
90
MS WindowsApple Mac OS XLinux
XLGr5n6ccsK8j5JqefdkEb
0102030405060708090
100
self perception
Brand MS Brand AppleBrand Linux
kLHwYyNgfCLqn0pBhJkaQn
Prioritizing and Sorting Segments sorted by order of importance based on
possible revenues : Mass consummer : volume, purchase bundle with hardware IT experts : prescriptors, professional Photo Editors : prescriptors, professionnal Video Game : volume but high piracy
Elements of perception priority based on previous order: Easyness to use : 25% User Interface design : 20% Safety : 15% Speed : 15% Availability : 12,5% Library: 7% Price: 5,5%
Conclusion
Are they being perceived as they want ? For MS and Apple, it seems that they
reach their targeted audiences. They are 3 differents companies
(software, Hard + soft, non for profit), that might explain why Linux is « underperforming ».