10 step product marketing plan lesley yu

10 STEP Marketing Plan for ADOBE PHOTOSHOP

Lesley Ann P. YuFebruary 2010

5 Steps for Part 1(PTM and positioning)

1. Adobe Photoshop PTM are “the design professionals”

2. Technology that can provide image editing & manipulation

3. Current image editing softwares in the industry.

4. Described as the “industry standard”

5. 90% of the Creative Market

5 Steps for Part 2(Marketing Mix & Strategy)

6. Market Leader in commercial bitmap & image manipulation

7. High Price for Best Value8. Adobe relies on a “Push”

Strategy9. Adobe Photoshop is marketed

through sales channels10. Photoshop differentiates as

competitive advantage

Positioning to the Primary Target Market

Part 1:Steps 1 to 5

1. Adobe Photoshop’s PTM are the design professionals…

Demographics (20-40’s, M/F, social class A-AB, Single/Married)

Lifestyle

(Graphic Designers, Web Designers, Serious Amateur Photographers, Professional Photographers)

Behavior

(an average of 2-8hrs a day depending on editing needs of the user)

2. Photoshop PTM’s NWE

• Needs:• Opportunities for Innovation and Creativity.

• Technology that can provide image editing and manipulation capabilities.

• Wants:• User -friendly interface (palettes, layers, tools, etc.)

• Retention of commands with upgrades• Software compatibility

• Expectations:• Achieve a professional level in their work.

Reach a professionallevel

3. Adobe Photoshop’s main competitions to date…

1.Direct: GIMP, Pixelmator, Paint.NET, Graphic Converter

2.Indirect: vector-graphic editors, web and layout editors, animation software.

3.Variables: Price, Professional level, Specific use, Convenience of use, Brand, Software Features

Adobe Photoshop widely used in the professional level…

Price/ User Matrix

Basic Editing

Amateur Professional

High price

Low price

Freeware

Price vs. User Matrix

Photoshop

GIMP

Pixelmator

Paint.NET

Graphic Converter

Adobe Photoshop positions itself in the industry…

Product Features vs Brand Matrix

Product Features vs Brand Matrix

Adobe Photoshop positions itself in the industry…

• Adobe Photoshop targets a large segment of the creative market, providing tools and products for various field, and not only photo editing.

4. Photoshop positions as the “industry standard”

1. Adobe Photoshop has been described as the “industry standard” in the design field.

2. It caters from amateurs to professionals (from family photo albums to Hollywood movies)

3. It encompasses digital imaging, web creation and postproduction film editing.

4. While competitors focuses on the basic features for beginners, Adobe also provides advanced tools for a variety of professionals.

5a. 22% GIMP users for online poll…

SOURCE: http://sixrevisions.com/tools/five-best-image-editing-software/

56% Photoshop22% GIMP6% Pixelmator6% Others

5b. Adobe claims 90% of the creative market…

SOURCE: http://www.mercurynews.com/ci_14376246?nclick_check=1

1. Adobe claims 90% of the market professional photographers and graphic artist.

2. 10 million professionals use Photoshop.

Based on the %’s of the pollPhotoshop (56% = 10 m)GIMP (22% of 10 m = 2,200,000)Pixelmator (6% = 600,000)Others (6% = 600,000)

3. Projected Total Market Size = 13,400,000

5b. Adobe claims 90% of the creative market…

The Marketing Mix Strategy

Part 2:Steps 6 to 10

6a. Photo of product

Adobe Photoshop CS

6a. Photoshop’s direct competitors are…

GIMP

Graphic Converter Pro

6a. Photoshop’s direct competitors are…

Pixelmator

Paint.NET

6b. Market leader in commercial bitmap and image manipulation…

1. Adobe Photoshop is a pixel-based, graphics editing program developed and published by Adobe Systems. It is the current market leader for commercial bitmap and image manipulation software, and is the flagship product of Adobe Systems.

2. After its re-branding, it became part of the Adobe Creative Suites package.

7. High Price for Best Value

• Adobe Photoshop average cost from $550- $700 in 3rd party outlets. Educational versions comes with $300 price tag. Extended upgrades cost approx P150

• Pixelmator prices at $59.95 (approx. 89.3% lower in cost vs Adobe price)

• Graphic Converter prices at $35 (approx. 93.7% lower in cost vs Adobe price)

• Paint.NET is open source (freeware) windows only

• GIMP is open source (freeware)

7. High Price for Best Value

• Adobe desensitize prices and focus on giving value, to ensure reliable, secure and rich application experiences across devices, browsers and operating systems.

8a. Adobe relies on a “Push” strategy…

Adobe’s promotional mix falls under both Personal Communication and Mass Communication

• Adobe’s “Push” strategy is done through the internet using their website, where products can directly be purchased online.

• Interactive Marketing through social networking sites such as facebook and twitter.

• Relies more on Public Relations than in advertising for mass communication. Media Coverage and Video Journaling documents and promotes on AdobeTV.

• Coined “photoshop” as a verb

8a. Promo

http://blogs.adobe.com/jnack/2009/12/see_how_photoshop_adobe_apps_helped_make_avatar.html

Video Journaling Sample:

8b. Competitor promo

• Competitors also use the web as their main platform to market and sell their products.

• Selling line “alternative to photoshop”.

• Free downloads for some.

• Part of Bundled software for that computer brand (e.g APPLE)

8b. Competitor promo

9. Adobe Photoshop is marketed through sales channels…

• Adobe markets and license their products directly using their sales force and through their Web site at www.adobe.com

• Adobe products are also distributed and marketed through sales channels which include distributors, retailers, software developers, systems integrators, ISVs and VARs, as well as through OEM and hardware bundle customers.

• Adobe supports worldwide distribution with international offices around the world.

10. Photoshop differentiates as competitive advantage…

1. Adobe segments the market focusing primarily on the needs of the creative professional customer.

2.Photoshop differentiates by delivering products that support industry standards and can be deployed across multiple computing environments.

3.Photoshop leverages to its corresponding applications in the Adobe Creative Suites

SUMMARY

5 Steps for Part 1(PTM and positioning)

1. Adobe Photoshop PTM are “the design professionals”

2. Technology that can provide image editing & manipulation

3. Current image editing softwares in the industry.

4. Described as the “industry standard”

5. 90% of the Creative Market

5 Steps for Part 2(Marketing Mix & Strategy)

6. Market Leader in commercial bitmap & image manipulation

7. High Price for Best Value8. Adobe relies on a “Push”

Strategy9. Adobe Photoshop is marketed

through sales channels10. Photoshop differentiates as

competitive advantage

10 STEP Marketing Plan for ADOBE PHOTOSHOP

Lesley P. YuFebruary 2010