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diff --git a/zarb-ml/mageia-discuss/20101018/002455.html b/zarb-ml/mageia-discuss/20101018/002455.html new file mode 100644 index 000000000..33f6f6229 --- /dev/null +++ b/zarb-ml/mageia-discuss/20101018/002455.html @@ -0,0 +1,240 @@ +<!DOCTYPE HTML PUBLIC "-//W3C//DTD HTML 3.2//EN"> +<HTML> + <HEAD> + <TITLE> [Mageia-discuss] Mageia logo proposals and selection + </TITLE> + <LINK REL="Index" HREF="index.html" > + <LINK REL="made" HREF="mailto:mageia-discuss%40mageia.org?Subject=Re%3A%20%5BMageia-discuss%5D%20Mageia%20logo%20proposals%20and%20selection&In-Reply-To=%3C201010181213.19774.yorick_%40openoffice.org%3E"> + <META NAME="robots" CONTENT="index,nofollow"> + <META http-equiv="Content-Type" content="text/html; charset=us-ascii"> + <LINK REL="Previous" HREF="002452.html"> + <LINK REL="Next" HREF="002456.html"> + </HEAD> + <BODY BGCOLOR="#ffffff"> + <H1>[Mageia-discuss] Mageia logo proposals and selection</H1> + <B>Graham Lauder</B> + <A HREF="mailto:mageia-discuss%40mageia.org?Subject=Re%3A%20%5BMageia-discuss%5D%20Mageia%20logo%20proposals%20and%20selection&In-Reply-To=%3C201010181213.19774.yorick_%40openoffice.org%3E" + TITLE="[Mageia-discuss] Mageia logo proposals and selection">yorick_ at openoffice.org + </A><BR> + <I>Mon Oct 18 01:13:19 CEST 2010</I> + <P><UL> + <LI>Previous message: <A HREF="002452.html">[Mageia-discuss] rpm compatibility +</A></li> + <LI>Next message: <A HREF="002456.html">[Mageia-discuss] Mageia logo proposals and selection +</A></li> + <LI> <B>Messages sorted by:</B> + <a href="date.html#2455">[ date ]</a> + <a href="thread.html#2455">[ thread ]</a> + <a href="subject.html#2455">[ subject ]</a> + <a href="author.html#2455">[ author ]</a> + </LI> + </UL> + <HR> +<!--beginarticle--> +<PRE>Apologies I had to truncate this a bit, it got booted to moderation cos it was +to big! :) + + +On Sunday 17 Oct 2010 20:43:41 andré wrote: +><i> Graham Lauder a écrit : +</I>><i> > On Thursday 14 Oct 2010 06:39:32 Wolfgang Bornath wrote: +</I>><i> >> 2010/10/13 Marc Paré<<A HREF="https://www.mageia.org/mailman/listinfo/mageia-discuss">marc at marcpare.com</A>>: +</I> +><i> >>> This is not a case of branding a targeted group at this point but the +</I>><i> >>> overall flavour of the Mageia brand. +</I>><i> >> +</I>><i> >> Uh, sorry, I thought he wrote "identifying target markets", may be I +</I>><i> +</I>><i> Indeed he did +</I> +Indeed I did, but to create a brand, you need to identify target markets. +There could be dozens and in fact I've identified about six that I think that +we could be successful in. That does not mean we somehow automatically +exclude all others, but identifying them means we can shape our brand to suit. + +Right now, after discussions, our initial target market is likely to be a +technical market to expand our contributor community. This market is +completely different from the "Family" market that seemed to upset so many +people, so the branding for these two groups is likely to be completely +different. Our work continues. + + +><i> > Ack and I swore I wasn't going to get into this discussion again because +</I>><i> > it's like talking to a brick wall ... +</I>><i> +</I>><i> Excuse us if we have the same impression +</I> +My problem was that I am only one person, I figured that having to come back +to the lists and explain myself repeatedly is not a profitable (for Mageia) +use of my time. It appears however that I'm going to have to make the effort +and I apologise for my shortness. + +[....] +><i> Somehow you sound like you think you that Mageia can be marketed like +</I>><i> cosmetics. +</I>><i> This isn't fantasy island. And Linux and computers aren't gimmicks. +</I> +I'm not sure how you come to this conclusion, marketing is not fantasy, quite +the opposite. The reason that the successful companies are successful is +because of marketing. They do their market research, they come to conclusions +which inform their marketing plan and they Brand to suit. + +[.....] +><i> Sure. Their target market is anyone who thinks that they might want a +</I>><i> computer. Or any company that might want to sell one. And the many +</I>><i> thousands of politicians easily swayed by campaign contributions ... +</I>><i> (It worked in Massachusetts.) +</I> +One of MS's advantages is they are established as a virtual monopoly. They +started off with a very tight target market, a market of one: IBM. Then they +expanded to young techie users, then educational institutions but all along +their main marketing thrust was B2B. Their idea was to create software that +allowed hardware manufacturers to add value to their hardware and they +expanded their market from that. Unfortunately for us, They did things really +well in a relatively new market and as a consequence they have managed to +virtually monopolise that market and so the same path is not open to us. +However we can learn from what they did and expanding from a focused market is +one way of doing that. Of course we don't have the financial resources of an +MS or a CocaCola. + +And don't get me started on Massachusetts. :) + +[....] +><i> > Now does that mean we are restricting the market, of course not. Apple's +</I>><i> > target is young, high disposable income, singles. To me that's obvious +</I>><i> > and I could prove that, but I was told that "Apple Targets everyone" +</I>><i> > ???? naturally by someone in that demographic. +</I>><i> +</I>><i> Hate to burst your bubble, but in Canada Apple computers biggest market +</I>><i> penetration is post-secondary students - not exactly a high income group. +</I> +It's OK my bubble is intact. :) Secondary students are in fact in this +group, because they tend to be financed by their parents, hence "disposable +income". I'm a parent, any money I give to my kids is disposed of. ;) Also +the demographic is aspirational, so the tendency is for this younger group to +act in a fashion that fits the demographic that they aspire to. + +><i> +</I>><i> > Marketing is not witchcraft or voodoo, it's a science and an art form. +</I>><i> +</I>><i> Make up your mind - is it a science, or an art form ? +</I>><i> It can't be both. +</I> +You obviously haven't read Richard Dawkins, :) +<A HREF="http://bigthink.com/ideas/17063">http://bigthink.com/ideas/17063</A> + Many of the greatest scientists were artists, DaVinci and Newton just off the +top of my head. + + +[....] + +><i> > Really, at this point we have a lot of work to do before we define or +</I>><i> > even identify our target market. When we get to that point any realistic +</I>><i> > positive alternatives will be well received. +</I>><i> +</I>><i> If Mageia restricts itself to one target market, that's not going to help. +</I>><i> It needs to reach out in many directions, with many focuses. +</I>><i> It won't survive without an active contributing community, which means +</I>><i> in the near and medium term, appealing to current Mandriva users and +</I>><i> contributors. +</I>><i> One can *add* various targets, but to centre everything around a +</I>><i> hypothetical, unproven target is suicide. And no amount of marketing +</I>><i> mumble jumble will change that. +</I> +OK a few things, Linux in all colours is already restricted to 1.5% of the +market, can't get more restricted that. According to the latest Distrowatch +stats there are 317 Linux distributions sharing that 1.5%. Arguably around +80% is shared amongst the top 10. There are 1.5 billion computers out there +give or take, so approx. 22.5 million on linux. Of the remaining 1.47 +billion, how many do you think are in homes with families. + +In 2003 according to US stats +(<A HREF="http://maisonbisson.com/blog/post/11088/us-census-on-internet-access-and-">http://maisonbisson.com/blog/post/11088/us-census-on-internet-access-and-</A> +computing/ ) + +55% of American homes (62 Million) had a computer That has probably +increased. Homes with over $100,000 income had 95%. Now stats say this is +even higher in Germany, Korea and so forth. In 2002 according to OECD +figures the US was ninth of OECD nations + +Of the 112 million American homes therefore, how many had young families in +them? I'm not sure, but lets say that 40% have families, That's around 45 +million. + +Anyway you begin to get the picture that the "family" market is large and in +fact in the US alone is double the size of total linux installs. + + +Nothing I'm talking about is hypothetical, drive down any highway, turn on +your TV, open up Google. If you want to avoid being marketed to, switch off +your computer and go bush. The vast majority of the world is informed by +marketing. To do that a vast amount of research is carried out on a daily +basis, if you're willing to pay the money you can have that research delivered +to your inbox several hundred times a day from companies that do nothing else. +They prove consistently that what I'm talking about is correct + +In the years I was MD of my own company I would pay that money, not these days +because I'm retired but the point is I have 18 years of history in that role +and that informs what I am promoting here. + +Next, You make exactly the point I am trying to get across, you add or expand. +You provide the best possible fit to a particular market and then build your +brand outward from that, but start from a specific market. However what you +are advocating is what I call the subtractive method, you provide "everything +to all" and then you take away bits to suit individual markets, AKA "dumbing +down". That alienates your market, not the best policy. + +and last: Dismissing what I do as Mumble Jumble is neither accurate nor +helpful. My assertions are made based in empirical data collected over years +and continue to be collected in both statistics and market demographics, +that's science, the intuitive leap that addresses our marketing plan and +branding to a particular market, that's art. + + +><i> Of course, if you want to sell used cars ... +</I> +Sales is a different beast altogether, we're talking about marketing +Steve Jobs never sold a single ipod, but by really good marketing he created a +brand profile that allows the sales people to do their job. (Although having +said that there is good argument to be made that in some areas Apple's +marketing has sukt big time, but that's a whole new discussion :) ) + +Cheers +GL + +-- +Graham Lauder, +OpenOffice.org MarCon (Marketing Contact) NZ +<A HREF="http://marketing.openoffice.org/contacts.html">http://marketing.openoffice.org/contacts.html</A> + +OpenOffice.org Migration and training Consultant. + +INGOTs Assessor Trainer +(International Grades in Open Technologies) +www.theingots.org +-------------- next part -------------- +An HTML attachment was scrubbed... +URL: </pipermail/mageia-discuss/attachments/20101018/eebda381/attachment-0001.html> +</PRE> + + +<!--endarticle--> + <HR> + <P><UL> + <!--threads--> + <LI>Previous message: <A HREF="002452.html">[Mageia-discuss] rpm compatibility +</A></li> + <LI>Next message: <A HREF="002456.html">[Mageia-discuss] Mageia logo proposals and selection +</A></li> + <LI> <B>Messages sorted by:</B> + <a href="date.html#2455">[ date ]</a> + <a href="thread.html#2455">[ thread ]</a> + <a href="subject.html#2455">[ subject ]</a> + <a href="author.html#2455">[ author ]</a> + </LI> + </UL> + +<hr> +<a href="https://www.mageia.org/mailman/listinfo/mageia-discuss">More information about the Mageia-discuss +mailing list</a><br> +</body></html> |