Marketing MKT 370 Lecture 4: Microsoft Case
Document Summary
Gaining insight into the life of a college student (a) College students were the next generation of users for microsoft office as they entered the workforce. Google gaining an increasing presence on campus through official partnerships with universities. Rarely used for non-homework tasks such as communicating with friends and organizing social activities. University email, gmail, and yahoo were top emails of choice. Ad with bill gates and jerry seinfeld was received poorly. Tried to engage through campus ambassadors and discounted student pricing for office for office. Facebook and google excited students with ads, applications, and programs close to student interests. Microsoft seen as aging, less reliable, unable to reinvent or adapt to changing tech undergrad community. Facebook was beloved by the majority of students and used begrudgingly by the rest. Come up with an idea that forces students to use microsoft in order to stay connected to peers. Students logged their activities every 30 minutes on twitter for 24 hours.
