Marketing Windows VISTA - Marketing Plan
The primary consumer base for Microsoft VISTA would be current Windows systems users who are in need of an upgrade of their current systems. Perhaps some users missed out on the last marketing blitz for Windows XP and now they realize that if they do not upgrade, they cannot use the basic, much less latest options open to PC users today. Rather than use the current operating model, it makes sense to avail one's self of the latest option, when making a system upgrade, to reduce the likelihood of having to do so again in the near future.
Current XP users are the other major target audience. In contrast to Apple, all of Microsoft's users traditionally tend to be less interested in product design, whistles and bells, and cuteness, and "are more serious and tend to focus on features, benefits, and the ways their products can help make your life easier" like VISTA's greater security protections (Derik 2007). Product advertizing directed towards these core users thus should stress the importance and the ease of the new system. Older users may be less technically savvy than Apple users and have concerns about the compatibility of the new system and the benefits they will gain from upgrading.
According to Lauren Prescott of Hitwise demographics, "the majority of traffic to the Apple website came from users under 45, while the majority of traffic to the Microsoft website came from users over 35, with a full 22% of its traffic coming from those in the 55+ age bracket" during the time of the VISTA launch (Prescott 2007).
The problem with VISTA's target audience, however, is that older users Computer "are typically slower to adopt new technologies, and may even be fearful of the difficulties that might ensue upon upgrading an operating system," while Microsoft competitor Apple's "younger user...have less hesitation about buying a new product and are confident that...
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