Graham Lauder a écrit :
On Thursday 14 Oct 2010 06:39:32 Wolfgang Bornath wrote:
2010/10/13 Marc Paré<[email protected]>:
I think Graham is trying to voice (I agree with him at this point) is
that the marketing/communications committee is working through steps
that lead to branding suggestions. We are almost done with the
groundwork and holding off a bit would help us in completing and
presenting our suggestions.
As I wrote I do agree as well.
This is not a case of branding a targeted group at this point but the
overall flavour of the Mageia brand.
Uh, sorry, I thought he wrote "identifying target markets", may be I
Indeed he did
did not read it right? I am not talking about the time when this will
be done but rather voice another warning about being too restrictive
while doing that "indentifying target markets", whenever that will be.
I still remember the previous discussion about such restrictive
targets as "young couples" and the like, basing the procedure on
demographic statistics of certain parts of the world.
Ack and I swore I wasn't going to get into this discussion again because it's
like talking to a brick wall ...
Excuse us if we have the same impression
However, you still stubbornly hold to the view that somehow, by a piece of
grand magic that nobody else in the business world has ever managed to do,
unless they are a monopoly, we can come up with something that suits everyone
in the world of all ages. Tell us what that secret is because you'll be able
to sell it for millions. Usually the people who say this are in reality saying
"Everybody in MY demographic"
Somehow you sound like you think you that Mageia can be marketed like
cosmetics.
This isn't fantasy island. And Linux and computers aren't gimmicks.
The reality is: We are going into a saturated market, there are hundreds of
distros out there, the successful ones have identified their target markets
and branded to that market, The major competitor works effectively in a
Monopolistic atmosphere while still spending $US500 million annually on
marketing and you think they don't target markets!
Sure. Their target market is anyone who thinks that they might want a
computer. Or any company that might want to sell one. And the many
thousands of politicians easily swayed by campaign contributions ...
(It worked in Massachusetts.)
We have been working on publishing the Core Values over the past week or so,
that immediately defines a market in and of itself.
The families market suggestion was one that came to me because of personal
experience in my business in that my most successful instances of selling
linux have (after studying results) been in a family environment where the
small network support model was functioning.
Now in my market then the target would be the Mothers, in Germany, according
to your analysis, the Fathers, in each of these markets the upshot of success
is 2.4 users, or possibly more if you count 3 generations (Or whatever your
average family size wherever you are) and an instant local support network
(MS's greatest strength).
The point is the suggestion was made giving due consideration to a pile of
factors including maintaining user base, aka: Brand Loyalty (Kevin Roberts, of
Saatchis calls 'Building Love Brands' and he often cites Apple as an
example).
Now does that mean we are restricting the market, of course not. Apple's
target is young, high disposable income, singles. To me that's obvious and I
could prove that, but I was told that "Apple Targets everyone" ???? naturally
by someone in that demographic.
Hate to burst your bubble, but in Canada Apple computers biggest market
penetration is post-secondary students - not exactly a high income group.
Marketing is not witchcraft or voodoo, it's a science and an art form.
Make up your mind - is it a science, or an art form ?
It can't be both.
We need to get on with it and no matter what there is an absolute given:
"You cannot please all of the people all of the time"
Really, at this point we have a lot of work to do before we define or even
identify our target market. When we get to that point any realistic positive
alternatives will be well received.
If Mageia restricts itself to one target market, that's not going to help.
It needs to reach out in many directions, with many focuses.
It won't survive without an active contributing community, which means
in the near and medium term, appealing to current Mandriva users and
contributors.
One can *add* various targets, but to centre everything around a
hypothetical, unproven target is suicide. And no amount of marketing
mumble jumble will change that.
Of course, if you want to sell used cars ...
Cheers
GL
my 2 cents
- André
