Prahladrai Dalmia Lions College of Commerce & Economics

Subject: Service Sector Management Project on: Product Mix Of Microsoft Corporation Standard: T.Y.BMS (A) Submitted to: Miss Anshu

Stu

ts Name & Roll No.

Roll No. 47 45 54

Name DishankKhandelwal AachikaKariwala Dinesh Mali Kamal Lakhani Farid Parshva Mehta

What is Product Mix?

Product mix is a combination of products manufactured or traded by the same business house to reinforce their presence in the market, increase market share and increase the turnover for more profitability. Normally the product mix is within the synergy of other products for a medium size organization. However large groups of Industries may have diversified products within core competency. Larsen & Toubro Ltd, Godrej, Reliance in India are some of the examples. One of the realities of business is that most firms deal with multi-products.This helps a firm diffuse its risk across different product groups. In addition, it enables the firm to appeal to a much larger group of customers or to different needs of the same customer group. Therefore, when Videocon chose to diversify into other consumer durables like music systems, washing machines and refrigerators, it sought to satisfy the needs of the middle and upper middle-income group of consumers. The number of products carried by a firm at a given point of time is called its product mix. This product mix contains product lines and product items.In other words it s a composite of products offered for sale by a firm. The product mix of a company, which is generally defined as the total composite of products offered by a particular organization, consists of both product lines and individual products. A product line is a group of products within the product mix that are closely related, either because they function in a similar manner, are sold to the same customer groups, are marketed through the same types of outlets, or fall within given price ranges. A product is a distinct unit within the product line that is distinguishable by size, price, appearance, or some other attribute. Product decisions at these three levels are generally of two types: those that involve width (variety) and depth (assortment) of the product line and those that involve changes in the product mix occur over time.

Product Lining
Product lining is the marketing strategy of offering for sale several related products. Unlike product bundling, where several products are combined into one, lining involves offering several related products individually. A line can comprise related products of various sizes, types, colors, qualities, or prices. Line depth (assortment) of the product mix refers to the number of product variants in a line. Line consistency refers to how closely related the products that make up the line are. Line vulnerability refers to the percentage of sales or profits that are derived from only a few products in the line. The number of different product lines sold by a company is referred to as width (variety) of product mix. The total number of products sold in all lines is referred to as length of product mix. If a line of products is sold with the same brand name, this is referred to as family branding. When you add a new product to a line, it is referred to as a line extension. When you add a line extension that is of be tter quality than the other products in the line, this is referred to as trading up or brand leveraging. When you add a line extension that is of lower quality than the other products of the line, this is referred to as trading down. When you trade down, you will likely reduce your brand equity. You are gaining short-term sales at the expense of longterm sales.

PRODUCT-MIX ANALYSIS
Since top management is ultimately responsible for the product mix and the resulting profits or losses, they often analyze the company product mix. The first assessment involves the area of opportunity in a particular industry or market. Opportunity is generally defined in terms of current industry growth or potential attractiveness as an investment. The second criterion is the company's ability to exploit opportunity, which is based on its current or potential position in the industry. The company's position can be measured in terms of market share if it is currently in the market or in terms of its resources if it is considering entering the market. These two factors opportunity and the company's ability to exploit it four different options for a company to follow. provide

1. High opportunity and ability to exploit it result in the firm's introducing new products or expanding markets for existing products to ensure future growth. 2. Low opportunity but a strong current market position will generally result in the company's attempting to maintain its position to ensure current profitability. 3. High opportunity but a lack of ability to exploit it results in either (a) attempting to acquire the necessary resources or (b) deciding not to further pursue opportunity in these markets. 4. Low opportunity and a weak market position will result in eith er (a) avoiding these markets or (b) divesting existing products in them. These options provide a basis for the firm to evaluate new and existing products in an attempt to achieve balance between current and future growth. This analysis may cause the product mix to change, depending on what management decides. The most widely used approach to product portfolio analysis is the model developed by the Boston Consulting Group (BCG). The BCG analysis emphasizes two main criteria in evaluating the firm's product mix: the market growth rate and the product's relative market share. BCG uses these two criteria because they are closely related to profitability, which is why top management often uses the BCG analysis. Proper analysis and conclusions may lead to significant changes to the company's product mix, product line, and product offerings. The market growth rate represents the products' category position in the product life cycle. Products in the introductory and growth phases require more investment because of research and development and initial marketing costs for advertising, selling, and distribution. This category is also regarded as a high -growth area (e.g., the Internet). Relative market share represents the company's competitive strength (or estimated strength for a new entry).

Market share is compared to that of the leading competitor. Once the analysis has been done using the market growth rate and relative market share, products are placed into one of four categories.
y

Stars: Products with high growth and market share are known as stars. Because these products have high potential for profitability, they should be given top priority in financing, advertising, product positioning, and distribution. As a result, they need significant amounts of cash to fi nance rapid growth and frequently show an initial negative cash flow. Cash cows: Products with a high relative market share but in a low growth position are cash cows. These profitable products generate more cash than is required to produce and market them . Excess cash should be used to finance high-opportunity areas (stars or problem children). Strategies for cash cows should be designed to sustain current market share rather than to expand it. An expansion strategy would require additional investment, thu s decreasing the existing positive cash flow. Problem children: These products have low relative market share but are in a high-growth situation. They are called "problem children" because their eventual direction is not yet clear. The firm should invest heavily in those that sales forecasts indicate might have a reasonable chance to become stars. Otherwise divestment is the best course, since problem children may become dogs and thereby candidates for deletion. Dogs: Products in the category are clearly c andidates for deletion. Such products have low market shares and unlike problem children, have no real prospect for growth. Eliminating a dog is not always necessary, since there are strategies for dogs that could make them profitable in the short term. Th ese strategies involve "harvesting" these products by eliminating marketing support and selling the product only to intensely loyal consumers who will buy in the absence of advertising. However, over the long term companies will seek to eliminate dogs.

As can be seen from the description of the four BCG alternatives, products are evaluated as producers or users of cash. Products with a positive cash flow will finance high-opportunity products that need cash. The emphasis on cash flow stems from management's belief that it is better to finance new entries and to support existing products with internally produced funds than to increase debt or equity in the company. Based on this belief, companies will normally take money from cash cows and divert it to stars and to some problem children. The hope is that the stars will turn into cash cows and the problem children will turn into stars. The dogs will continue to receive lower funding and eventually be dropped.

Microsoft Corporation
Typ

Trad d as

NASDAQ: SFT Dow Jones Indus ial Ave age Component NASDAQ-100 Component S&P 500 Component Compute software Consumer electronics Digital distribution Computer hardware Video games IT consulting Online advertising Retail stores Automotive software

Industry

Found r(s) Headquarters Area served Key people Employees Website

Bill Gates Paul Allen One icrosoft Way Redmond, Washington, United States Worldwide Steve Ballmer (CEO) Bill Gates (Chairman) 89,000 (2010) www.microsoft.com

Found d

Albuquerque New

e ico (April 4, 1975)

Public

Introduction
Microsoft Corporation (NAS AQ: MSFT) is an American public multinational corporation headquartered in Redmond, Washington , USA that develops, manufactures, licenses, and supports a wide range o f products and services predominantly related to computing through its various product divisions. Established on April 4, 1975 to develop and sell BASIC interpreters for the Altair 8800, Microsoft rose to dominate the home computer operating system market withMS-DOS in the mid-1980s, followed by the Microsoft Windows line of operating systems. Microsoft would also come to dominate the office suite market with Microsoft Office. The company has diversified in rece nt years into the video with the Xbox and its successor, the Xbox 360 as well as into the consumer electronics and digital services market with Zune, MSN and the Windows Phone OS. The ensuing rise of stock in the company's 1986 initial public offering (IPO) made an estimated 4 billionaires and 12,000 millionaires from Microsoft employees. In May 2011, Microsoft Corporation acquired Skype Communications for $8.5 billion dollars. [1] Primarily in the 1990s, critics contend Microsoft used monopolistic business practices and anti-competitive strategies including deal and tying, put unreasonable restrictions in the use of its software, and used misrepresentative marketing tactics; both the U.S. Department of Justice and European Commission found the company in violation of antitrust laws. Known for its interviewing process with obscure questions, various studies and ratings were generally favor able to Microsoft's diversity within the company as well as its overall environmental impact with the exception of the electronics portion of the business.

History
Paul Allen and Bill Gates, childhood friends with a passion in computer programming, were seeking to make a successful business utilizing their shared skills. The January 1975 issue of Popular Electronics featured Micro Instrumentation and Telemetry Systems's (MITS) Altair 8800microcomputer. Allen noticed that they could program a BASIC interpreter for the device; after a call from Gates claiming to have a working interpreter, MITS requested a demonstration. Since they didn't actually have one, Allen worked on a simulator for the Altair while Gates developed the interpreter. Although they developed the interpreter on a simulator and not the actual device, the interpreter worked flawlessly when they demonstrated the interpreter to MITS in Albuquerque, New Mexico in March 1975; MITS agreed to distribute it, marketing it as Altair BASIC.[4] They officially established Microsoft on April 4, 1975, with Gates as the CEO.[5] Allen came up with the original name of "Micro-Soft," as recounted in a 1995 Fortune magazine article. In August 1977 the company formed an agreement with ASCII Magazine in Japan, resulting in its first international office, "ASCII Microsoft".[6] The company moved to a new home in Bellevue, Washington in January 1979. [5] Microsoft entered the OS business in 1980 with its own version of Unix, called Xenix.However, it was DOS (Disk Operating System) that solidified the company's dominance. After negotiations with Digital Research failed, IBM awarded a contract to Microsoft in November 1980 to provide a version of the CP/M OS, which was set to be used in the upcoming IBM Personal Computer (IBM PC).[8] For this deal, Microsoft purchased a CP/M clone called 86-DOS from Seattle Computer Products, branding it as MS-DOS, which IBM rebranded to PC-DOS. Following the release of the IBM PC in August 1981, Microsoft retained ownership of MS -DOS. Since IBM copyrighted the IBM PC BIOS, other companies had to reverse engineer it in order for non-IBM hardware to run as IBM PC compatibles, but no such restriction applied to the operating systems. Due to various factors, such as MS DOS s available software selection, Microsoft eventually became the leading PC OS vendor. [3][9] The company expanded into new markets with the release of the Microsoft Mouse in 1983, as well as a publishing division named Microsoft.[10] Paul Allen resigned from Microsoft in February after developing Hodgkin's disease.[11]

19841994: Windows and Office

While jointly developing a new OS with IBM in 1984, OS/2, Microsoft released Microsoft Windows, a graphical extension for MS -DOS, on November 20.[12] Microsoft moved its headquarters to Redmond on February 26, 1986, and on March 13 the company went public;[13] the ensuing rise in the stock would make an estimated four billionaires and 12,000 millionaires from Microsoft employees. [14] Due to the partnership with IBM, in 1990 the Federal Trade Commission set its eye on Microsoft for possible collusion; it marked the beginning of over a decade of legal clashes with the U.S. Government.[15] Microsoft announced the release of its version of OS/2 to original equipment manufacturers (OEMs) on April 2, 1987; [16] meanwhile, the company was at work on a 32-bit OS, Microsoft Windows NT, using ideas from OS/2; it shipped on July 21, 1993 with a new modular kernel and the Win32 application programming interface (API), making porting from 16-bit (MSDOS-based) Windows easier. Once Microsoft informed IBM of NT, the OS/2 partnership deteriorated. [17] Microsoft introduced its office suite, Microsoft Office, in 1990. The software bundled separate office productivity applications, such as Microsoft Word and Microsoft Excel.[18] On May 22 Microsoft launchedWindows 3.0 with a streamlined user interface graphics and improved protected mode capability for the Intel 386 processor.[19] Both Office and Windows became dominant in their respective areas. [20][21] Novell, a Word competitor from 1984 1986, filed a lawsuit years later claiming that Microsoft left part of its APIs undocumented in order to gain a competitive advantage. [22] On July 27, 1994, the U.S. Department of Justice, Antitrust Division filed a Competitive Impact Statement that said, in part: "Beginning in 1988, and continuing until July 15, 1994, Microsoft induced many OEMs to execute anticompetitive "per processor" licenses. Under a per processor license, an OEM pays Microsoft a royalty for each computer it sells containing a particular microprocessor, whether the OEM sells the computer with a Microsoft operating system or a non -Microsoft operating system. In effect, the royalty payment to Microsoft when no Microsoft product is being used acts as a penalty, or tax, on the OEM's use of a competing PC operating system. Since 1988, Microsoft's use of per processor licenses has increased." [23]

19952005: Internet and the 32-bit era

Following Bill Gates internal "Internet Tidal Wave memo" on May 26, 1995, Microsoft began to redefine its offerings and expand its product line into computer networking and the World Wide Web.[24] The company released Windows 95 on August 24, 1995, featuring pre-emptive multitasking, a completely new user interface with a novel start button, and 32-bit compatibility; similar to NT, it provided the Win32 API. [25][26] Windows 95 came bundled with the online service MSN, and for OEMs Internet Explorer, a web browser. Internet Explorer was not bundled with the retail Windows 95 boxes because the boxes were printed before the team finished the web browser, and instead was included in the Windows 95 Plus! pack. [27] Branching out into new markets in 1996, Microsoft and NBC Universal created a new24/7 cable news station, MSNBC.[28] Microsoft created Windows CE 1.0, a new OS designed for devices with low memory and other constraints, such as personal digital assistants.[29] In October 1997, the Justice Department filed a motion in the Federal District Court, stating that Microsoft violated an agreement signed in 1994 and asked the court to stop the bundling of Internet Explorer with Windows. [30] Bill Gates handed over the CEO position on January 13, 2000 to Steve Ballmer, an old college friend of Gates and employee of the company since 1980, creating a new position for himself as Chief Software Architect.[5][31] Various companies including Microsoft formed the Trusted Computing Platform Alliance in October 1999 to, among other things, increase security and protect intellectual property through identifying changes in hardware and software. Critics decry the alliance as a way to enforce indiscriminate restrictions over how consumers use software, and over how computers behave, a form of digital rights management ; for example the scenario where a computer is not only secured for its owner, but also secured against its owner as well. [32][33] On April 3, 2000, a judgment was handed down in the case of United,[34] calling the company an "abusive monopoly"; [35] it settled with the U.S. Department of Justice in 2004. [13] On October 25, 2001 Microsoft released Windows XP, unifying the mainstream and NT lines under the NT codebase. [36] The company released the Xbox later that year, entering the game console market dominated by Sony and Nintendo. [37] In March 2004 the European Union brought antitrust legal action against the company , citing it abused its dominance with the Windows OS, resulting in a judgment of 497 million ($613 million) and to produce new versions of Windows XP without Windows Media Player, Windows XP Home Edition N and Windows XP Professional N. [38][39]

2006present: Vista and Cloud computing

Released in January 2007, the next version of Windows, Windows Vista, focused on features, security, and a redesigned user interface dubbed Aero.[41][42] Microsoft Office 2007, released at the same time, feat ured a "Ribbon" user interface which was a significant departure from its predecessors. Relatively strong sales of both titles helped to produce a record profit in 2007. [43] The European Union imposed another fine of 899 million ($1.4 billion) for Microsoft's lack of compliance with the March 2004 judgment on February 27, 200 8, saying that the company charged rivals unreasonable prices for key information about its workgroup and backofficeservers. Microsoft stated that it was in compliance and that "these fines are about the past issues that have been resolved". [44] Bill Gates retired from his role as Chief Software Architect on June 27, 2008 while retaining other positions related to the company in addition to being an advisor for the company on key projects. [45] Azure Services Platform, the company's entry into the cloud computing market for Windows, launched on October 27, 2008. [46] On February 12, 2009, Microsoft announced its intent to open a chain of Microsoft branded retail stores, and on October 22, 2009 the first retail Microsoft Store opened in Scottsdale, Arizona; the same day the first store opened Windows 7 was officially released to the public. Windows 7's focus was on refining Vista with ease of use features and performance enhancements, rather than a large reworking of Windows.[47][48][49] Microsoft is a founding member of the Open Networking Foundation started on March 23, 2011. Other founding companies include Google, HP Networking, Yahoo,Verizon, Deutsche Telekom and 17 other companies. The nonprofit organization is focused on providing support for a new cloud computing initiative called Software-Defined Networking. [50] The initiative is meant to speed innovation through simple software changes in telecommunications networks, wireless networks, data centers and other networking areas. [51]

Product divisions
For the 2010 fiscal year, Microsoft had five product divisions: Windows & Windows Live Division, Server and Tools, Online Services Division, Microsoft Business Division, and Entertainment and Devices Division.

Windows & Windows Live Division, Server and Tools, Online Services Division
The company's Client division produces the flagship Windows OS line such as Windows 7; it also produces the Windows Live family of products and services. Server and Tools produces the server versions of Windows, such as Windows Server 2008 R2 as well as a set of development tools called Microsoft Visual Studio, Microsoft Silverlight, a web application framework, and Systems Management Server, a collection of tools providing remote -control abilities, patch management, software distribution and a hardware/software inventory. Other server products include: Microsoft SQL Server, a database management system, Microsoft Exchange Server, for certain business-oriented e-mail and scheduling features, Small Business Server, for messaging and other small business oriented features; and Microsoft BizTalk Server, for business process management . Microsoft provides IT consulting ("Microsoft Consulting Services") and produces a set of certification programs handled by the Server and Tools division designed to recognize individuals who have a minimal set of proficiencies in a specific role; this includes developers ("Microsoft Certified Solution Developer"), system/network analysts ("Microsoft Certified Systems Engineer"), trainers ("Microsoft Certified Trainers") and administrators ("Microsoft Certified Systems Administrator" and "Microsoft Certified Database Adm inistrator"). Microsoft Press, which publishes books, is also managed by the division. The Online Services Business division handles the online service MSN and the search engine Bing. As of December 2009, the company also possesses an 18% ownership of the cable news channel MSNBC without any editorial control; however, the division develops the channel's website, msnbc.com, in a joint venture with the channel's coowner, NBC Universal.[52]

Business Division

The Microsoft Business Division produces Microsoft Office including Microsoft Office 2010, the company's line of office software. The software product includes Word(a word processor), Access (a relationaldatabase program), Excel (a spreadsheet program), O utlook (Groupware, frequently used with Exchange Server), PowerPoint(presentation software), and Publisher (desktop publishing software). A number of other products were added later with the release of Office 2003 including Visio,Project, MapPoint, InfoPath and OneNote. The division also develops enterprise resource planning (ERP) software for companies under the Dynamics brand. These include: Microsoft Dynamics AX, Microsoft Dynamics NAV, Microsoft Dynamics GP, and Microsoft Dynamics SL. They are targeted at varying company types and countries, and limited to organizations with under 7,500 employees. Also included under the Dynamics brand is the customer relationship management software Microsoft Dynamics CRM, part of the Azure Services Platform.

Entertainment and Devices Division

The Entertainment and Devices Division produces the Windows CE OS for embedded systems and Windows Phone 7 for smartphones.[54] Microsoft initially entered the mobile market through Windows CE for handheld devices, eventually developing into the Windows Mobile OS and now, Windows Phone 7. Windows CE is designed for devices where the OS may not directly be visible to the end user, in particular, appliances and cars. The division also produces computer games that run on Windows PCs and other systems including titles such as Age of Empires, Halo and the Microsoft Flight Simulator series, and houses the Macintosh Business Unit which produces Mac OS software including Microsoft Office 2011 for Mac. Microsoft's Entertainment and Devices Division desi gns, markets, and manufactures consumer electronics including the Xbox 360 game console, the handhel d Zune media player, and the television-based Internet appliance MSN TV. Microsoft also markets personal computer hardware including mice, keyboards, and various game controllerssuch as joysticks and gamepads.

Corporate affairs
The company is run by a board of directors made up of mostly company outsiders, as is customary for publicly traded companies. Members of the board of directors as of June 2010 are: Steve Ballmer, Dina Dublon, Bill Gates (chairman), Raymond Gilmartin, Reed Hastings, Maria Klawe, David Marquardt, Charles Noski, and Helmut Panke.[66] Board members are elected every year at the annual shareholders' meetin g using a majority vote system. There are five committees within the board which oversee more specific matters. These committees include the Audit Committee, which handles accounting issues with the company including auditing and reporting; the Compensation Committee, which approves compensation for the CEO and other employees of the company; the Finance Committee, which handles financial matters such as proposing mergers and acquisitions; the Governance and Nominating Committee, which handles various corpo rate matters including nomination of the board; and the Antitrust Compliance Committee, which attempts to prevent company practices from violating antitrust laws.[67]

Five year history graph of (NASDAQ:MSFT stock on September 29, 2009.

When Microsoft went public and launched its initial public offering (IPO) in 1986, the opening stock price was $21; after the trading day, the price closed at $27.75. As of July 2010, with the company's nine stock splits, any IPO shares would be multiplied by 288; if one was to buy the IPO today given the splits and other factors, it would cost about 9 cents.[69][70][71] The stock price peaked in 1999 at around $119 ($60.928 adjusting for splits). [72] The company began to offer a dividend on January 16, 2003, starting at eight cents per share for the fiscal year followed by a dividend of sixteen cents per share the subsequent year, switching from yearly to quarterly dividends in 2005 with eight cents a share per quarter and a special one-time payout of three dollars per share for the second quarter of the fiscal year.[72][73] Though the company had subsequent increases in dividend payouts, the price of Microsoft's stock remained steady for years. [73][74] One of Microsoft's business tactics, described by an executive as " embrace, extend and extinguish," initially embraces a competing standard or product, then extends it to produce their own version which is then incompatible with the standard, which in time extinguishes competition that does not or cannot use Microsoft's new

version.[75] Various companies and governments sue Microsoft over this set of tactics, resulting in billions of dollars in rulings against the company. [76][34][39] Microsoft claims that the original strategy is not anti -competitive, but rather an exercise of its discretion to implement features it believes customers want.[77]

Financial
Standard and Poor's and Moody's have both given a AAA rating to Microsoft, whose assets were valued at $41 billion as compared to only $8.5 billion in unsecured debt. Consequently, in February 2011 Microsoft released a corporate bond amounting to $2.25 billion with relatively low borrowing rates compared to government bonds.[78] For the first time in 20 years Apple Inc. surpassed Microsoft in Q1 2011 quarterly profits and revenues due to a slowdown in PC sales and continuin g huge losses in Microsoft's Online Services Division (which contains its search engine Bing). Microsoft profits were $5.2 billion, while Apple Inc. profits were $6 billion, on revenues of $14.5 billion and $24.7 billion respectively. [79] Microsoft's Online Services Division has been continuously loss -making since 2006 and in Q1 2011 it lost $726 million. This follows a loss of $2.5 billion for the year 2010. [80]

Environment
Microsoft is ranked on the 17th place in Green peace s Guide to Greener Electronics that ranks 18 electronics manufacturers according to their policies on toxic chemicals, recycling and climate change. [81] Microsoft s timeline for phasing out BFRs and phthalates in all products is 2012 but its commitment to phasing out PVC is not clear. As yet (January 2011) it has no products that are completely free from PVC and BFRs.[82] Microsoft's main U.S. campus received a silver certification from the Leadership in Energy and Environmental Design (LEED) program in 2008, and it installed over 2,000 solar panels on top of its buildings in its Silicon Valley campus, generating approximately 15 percent of the total ener gy needed by the facilities in April 2005. [83] Microsoft makes use of alternative forms of transit. It created one of the worlds largest private bus systems, the "Connector", to transport people from outside the company; for on-campus transportation, the "Shuttle Connect" uses a large fleet of hybrid cars to save fuel. The company also subsidies regional public transport as an incentive. [83][84] In February 2010 however, Microsoft took a stance against adding additional public transport and high-occupancy vehicle (HOV) lanes to a bridge connecting Redmond to Seattle; the company did not want to delay the construction any further. [85]

Marketing
In 2004, Microsoft commissioned research firms to do independent studies comparing the total cost of ownership (TCO) of Windows Server 2003 to Linux; the firms concluded that companies found Windows easier to administrate th an Linux, thus those using Windows would administrate faster resulting in lower costs for their company (i.e. lower TCO). [86] This spurred a wave of related s tudies; a study by the Yankee concluded that upgrading from one version of Windows Server to another costs a fraction of the switching costs from Windows Server to Linux, although companies surveyed noted the increased security and reliability of Linux ser vers and concern about being locked into using Microsoft products. [87] Another study, released by the OSDL, claimed that the Microsoft studies were "simply outdated and one-sided" and their survey concluded that the TCO of Linux was lower due to Linux administrators managing more servers on average an d other reasons. [88] As part of the "Get the Facts" campaign Microsoft highlighted the .NET trading platform that it had developed in partnership with Accenture for the London Stock Exchange, claiming that it provided "five nines" reliability. After suffering extended downtime and unreliability [89][90] the LSE announced in 2009 that it was planning to drop its Microsoft solution and switch to a Linux based one in 2010. [91][92] Microsoft adopted the so-called "Pac-Man Logo", designed by Scott Baker, in 1987. Baker stated "The new logo, in Helvetica italic typeface, has a slash between the o and s to emphasize the "soft" part of the name and convey motion and speed." [93] Dave Norris ran an internal joke campaign to save the old logo, which was green, in all uppercases, and featured a fanciful letter O, nicknamed the blibbet, but it was discarded. [94] Microsoft's logo with the "Your potential. Our passion. " tagline below the main corporate name is based on a slogan Microsoft used in 2008. In 2002, the company started using the logo in the United States and eventually started a TV campaign with the slogan, changed from the previous tagline of "Where do you want to go today?".[95][96][97] During the private MGX (Microsoft Global Exchange) conference in 2010, Microsoft unveiled the company's next tagline, "Be What's Next.", as well as a new logo scheduled for use sometime in the future. [98]

Microsoft "blibbet" logo, filed August 26, 1982 at the USPTO and used until 1987.

Microsoft "Pac-Man" logo, designed by Scott Baker and used since 1987, with the 1994 2002 slogan "Where do you want to go today?".

Microsoft logo as of 2006 2011, with the slogan "Your potential. Our passion."

Logo by Microsoft with the slogan BeWhat s Next." 2011 present.

PRODUCT MIX OF MICROSOFT

PRODUCT
A product is anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need. A product is anything that satisfies a need or wants and can be offered in the exchange. A product can be goods, service or idea. Without product, there is no marketing. This includes product variety, quality, product design, and brand name, sizes, warranties.

LIST OF MICROSOFT PRODUCTS

Products
1. 2. 3. 4. 5. 6. 7. Bing Internet Explorer Microsoft Advertising All Office products All Windows products Microsoft Security Essentials Windows Live

Business software
1. All Microsoft business products 2. All server products 3. Microsoft Dynamics ERP & CRM 4. Cloud services 5. Bing Maps 6. Microsoft Amalga 7. Microsoft Forefront 8. Microsoft Office Live 9. Microsoft Online Services 10. Windows Small Business Server

Developer tools
1. .NET Framework 2. ASP.NET 3. MSDN Subscriptions 4. Robotics Developer Studio 5. Visual Basic 6. Visual C 7. Visual C# 8. Visual Studio 9. XNA 10. Developer Centers

Entertainment
1. DirectX 2. Microsoft Mediaroom 3. MSN 4. MSN Games 5. MSNBC 6. PC gaming 7. Windows Media Center 8. Xbox home 9. Xbox LIVE 10. Zune

Design & user experience

1. Microsoft Expression 2. Microsoft Silverlight

Hardware
1. 2. 3. 4. 5. 6. All PC hardware Digital communications Microsoft Surface Mouse & keyboard products PC gaming hardware Xbox gaming

Home & educational software

1. AutoCollage 2. HealthVault 3. Money 4. MSN Direct 5. MSN Internet access 6. Office Home & Student 7. Songsmith 8. Streets & Trips 9. Windows Home Server 10. Works 11. WorldWide Telescope

Macintosh
1. All Macintosh products 2. Mac Expression 3. Mac mouse & keyboard products 4. Mac Office Mobile devices & software 1. Microsoft My Phone 2. Microsoft Tag 3. Mobile software catalog 4. Ultra-Mobile PC 5. Windows Live Mobile 6. Windows Phone 7. Windows mobile devices Servers 1. All server products 2. BizTalk Server 3. Exchange Server 4. Server trials 5. SharePoint Server 6. SQL Server 7. Windows Server

MicrosoftsProduct Mix
Microsoft s Product Mix Width
Products Business software All Microsoft business products All server products Microsoft Dynamics ERP & CRM Cloud services Bing Maps Developer tools Entertainment Design & user experience Microsoft Expression Microsoft Silverlight

Bing Internet Explorer Microsoft Advertising All Office products All Windows products

.NET Framework ASP.NET MSDN Subscriptions Robotics Developer Studio Visual Basic Visual C

DirectX

Microsoft s Product Mix Length

Microsoft Mediaroom MSN

MSN Games

MSNBC PC gaming

Microsoft Microsoft Security Amalga Essentials Windows Live Microsoft Forefront Microsoft Office Live Microsoft Online Services Windows Small Business Server

Visual C# Visual Studio XNA

Windows Media Center Xbox home Xbox LIVE

Developer Centers

Zune

Microsoft s Product Mix Width

Hardware Home & educational software AutoCollage HealthVault Money Macintosh Mobile devices & software Microsoft My Phone Microsoft Tag Mobile software catalog UltraMobile PC Windows Live Mobile Windows Phone Windows mobile devices Servers

All PC hardware Digital communications

All Macintosh products Mac Expression Mac mouse & keyboard products Mac Office

All server products BizTalk Server Exchange Server Server trials

Microsoft s Product Mix Length

Microsoft Surface

Mouse & keyboard products PC gaming hardware Xbox gaming

MSN Direct

MSN Internet access Office Home & Student Songsmith

SharePoint Server SQL Server Windows Server

Streets & Trips Windows Home Server Works WorldWide Telescope

Product-Width
The width of a product mix refers to the total number of items in the mix. Example: The total numbers of items are 10.

1. 2. 3. 4. 5. 6. 7. 8.

Products Business software Developer tools Entertainment Design & user experience Hardware Home & educational software Macintosh

9. Mobile devices & software 10. Servers

Product-length
The length of a product mix refers to the total number of items in the mix. Example: The total Length of Microsoft s Product mix is 75. The Total width of Microsoft s Product mix is 10 (No of lines). Hence, the average product length is (Total Length / Number of lines) = 75/10 is less than 8.

Product-Depth
The depth of a product mix refers to how many variants are offered of each product in the line.

Microsoft s Product Mix-Depth Name of the Product Windows Variants

Windows 7 Windows Internet Explorer Windows Phone Windows Compatibility Center Windows Help & How-to Windows Service Packs Windows Vista Windows XP Windows Automotive Windows Azure Windows Embedded Windows Hardware Developers Windows Media Center Windows Media Player Earlier Windows Versions Windows Downloads Windows Server Windows Small Business Server Windows Home Server Windows Server Update Services Windows Live Home Windows Live Essentials Windows Live Hotmail Windows Live Mail Windows Live Messenger Windows Live Mobile Windows Live Movie Maker Windows Live OneCare Windows Live Photo Gallery Windows Live SkyDrive All Office products Home & Student Office for Business Office Servers Office Trials Office Web Apps Product Information

Windows Servers

Windows Live

Office

BIBLIOGRAPHY
 www.google.com

www.microsoft.com