Marketing Plan for Adobe Photoshop

10 STEP Marketing Plan for ADOBE PHOTOSHOP ,[object Object],[object Object]

5 Steps for Part 1 (PTM and positioning) ,[object Object],[object Object],[object Object],[object Object],[object Object]

5 Steps for Part 2 (Marketing Mix & Strategy) ,[object Object],[object Object],[object Object],[object Object],[object Object]

Positioning to the Primary Target Market ,[object Object],[object Object]

1. Adobe Photoshop’s PTM are the design professionals… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

2. Photoshop PTM’s NWE ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

3. Adobe Photoshop’s main competitions to date… ,[object Object],[object Object],[object Object]

Adobe Photoshop widely used in the professional level… Price vs. User Matrix Photoshop GIMP Pixelmator Paint.NET Graphic Converter Price/ User Matrix Basic Editing Amateur Professional High price Low price Freeware

Adobe Photoshop positions itself in the industry… Product Features vs Brand Matrix

Adobe Photoshop positions itself in the industry… Product Features vs Brand Matrix ,[object Object]

4. Photoshop positions as the “industry standard” ,[object Object],[object Object],[object Object],[object Object]

5a. 22% GIMP users for online poll… SOURCE: http://sixrevisions.com/tools/five-best-image-editing-software/ 56% Photoshop 22% GIMP 6% Pixelmator 6% Others

5b. Adobe claims 90% of the creative market… SOURCE: http://www.mercurynews.com/ci_14376246?nclick_check=1

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],5b. Adobe claims 90% of the creative market…

The Marketing Mix Strategy ,[object Object],[object Object]

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… ,[object Object],[object Object]

7. High Price for Best Value ,[object Object],[object Object],[object Object],[object Object],[object Object]

7. High Price for Best Value ,[object Object]

8a. Adobe relies on a “Push” strategy… ,[object Object],[object Object],[object Object],[object Object],[object Object]

8a. Promo http://blogs.adobe.com/jnack/2009/12/see_how_photoshop_adobe_apps_helped_make_avatar.html Video Journaling Sample:

8b. Competitor promo ,[object Object],[object Object],[object Object],[object Object]

9. Adobe Photoshop is marketed through sales channels… ,[object Object],[object Object],[object Object]

10. Photoshop differentiates as competitive advantage… ,[object Object],[object Object],[object Object]

Marketing Plan for Adobe Photoshop

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