[Mageia-dev] Identifying Target Markets

Thu Sep 30 22:36:17 CEST 2010

Le jeudi 30 septembre 2010 13:21:04, Graham Lauder a écrit :
+> A group of the marketing and communication peoples got together to get our
+> heads around Vision and  Mission Statement.  Everyone brainstormed what
+>  they saw as the core values of Mageia to give a direction that the
+>  Projects Vision and mission statement could head.
+> 
+> The reasoning behind this is it points a figurative arrow at our  primary
+> target market and thus gives us a guide toward where our branding should be
+> aimed.
+> 
+> A mistake that is often made is branding from an internal aesthetic when in
+> fact branding should be more aimed externally to attract a new demographic.
+> If the gods are in alignment then ideally it should point toward our
+>  principle point of difference and again this influences our branding
+>  choices in terms of Colour Pallet Logo and so forth.
+> 
+> The "feel" to me that came from the brainstorming was that Mageia could be
+> marketed as the "Family Distro".   This being a principle point of
+>  difference when a user makes a decision as to what operating system to
+>  run.
+> 
+> Our principle competitor, MS competes against the Linux universe as a whole
+> but other distros compete for the MS user base aimed at particular
+> Demographics. For instance:
+> OpenSUSE aims at the "Power User" Market
+> Ubuntu aims at the young individual end of the market
+> CentOS at Community enterprise and Not For Profits
+> Fedora at the Computing Professional
+> 
+> Mageia could therefore aim at the Young Married professional market, being
+>  the Distro that could be installed on the home computer and geared so that
+>  the whole family could use it.
+> 
+> So for instance as well as the standard software, educational programmes
+>  would be installed by default, be NetSafe (Dans Guardian), have OOo4Kids
+>  installed as well as a full office suite, Tuxtype, TuxPaint and so on.
+> 
+> Documentation added to show parents how to set up accounts for the kids and
+> how to make it Net safe.
+> 
+> I think that this is an untapped market right now and something that the
+> project could leverage into a marketing campaign and guide us in terms of
+> branding.
+> 
+> Comments?
+> 
+> Cheers
+> GL
+> 
+
+Shouldn't we consider that instead of thinking which target markets are to 
+define, we should consider that Mageia will fit many target markets ? 
+
+It does not means that we must develop one speech. Of course not, we must 
+develop several speeches according to target markets. 
+
+Mandriva is proved to be suitable for many uses, home computers, enterprise 
+desktop, servers, netbook, it could be used by developers, web designers, 
+secretaries, lawyers, kids, grandparents, ... The ease for configuration is 
+really a plus while letting the user configures with editing text files (either 
+using GUI or command line). Mandriva failed to show it and is stuck (sticked?) 
+with its reputation of being a distribution for newbies but not for advanced 
+users
+
+Mageia will mainly inherit this reputation, so let's prove that Mageia will fit 
+all users' needs, newbies like experiented users, developers like lawyers, 
+kids like parents.
+
+So it means having different speeches. So maybe should we try to create several 
+categories of users and then try to find the right message to give them.
+
+-- 
+Olivier Méjean
+Président de l'Association des Utilisateurs Francophones de Mandriva Linux
+http://mandrivafr.org
+twitter : obagoom
+identi.ca : goom
+