An Integrated marketing communications campaign for Microsoft Philippines (Windows Tablets)

Date of Publication


Document Type

Master's Thesis

Degree Name

Master of Marketing Communications


Ramon V. Del Rosario College of Business


Marketing and Advertising Department


In 2012, Microsoft launched Windows 8 which was at that time the most updated Windows version in the market. The positioning of Windows 8 as no compromise experience between work and play was very apt as the OS was designed primarily for users who want to be productive with Office apps such as Word, PowerPoint and Excel, and at the same time, want to have easy access to social media and gaming apps. This unique selling proposition of Windows is an advantage over its competitors Android and iOS which are known for playing (social media and gaming apps) and not for productivity. The survey conducted validated this positioning of Windows as 51% of the respondents perceive Windows tablets to be devices made for work and play.

With this positioning, Windows holds the target market of young professionals from 18 35 years old coming from the socio-economic class C who want a tablet that can help them to be productive at work and be entertained via social media and gaming apps. Windows gives them all they need and want in a single tablet. The same target market, based on the survey, said that after the OS, their next consideration for buying a tablet is price. Respondents revealed that they are willing to spend Php5,000 to Php30,000 pesos for a tablet. As such, they can afford Windows tablets because the most expensive one is priced at Php25,995.

After less than three years since its launch, Windows 8 managed to expand its market share from .5% in 2012 to 6% in 2014. Today, Windows 8 continues to grow its OEM tablets including Acer, ASUS, Dell, HP, Lenovo, and Toshiba. Regarding apps, Windows continues to grow its family of local applications such as Inquirer.net and Cebu Pacific apps, among many others.

Windows wants to maintain its positioning as the OS that provides a no-compromise work and play experience for the young professionals segment (18 35 years old) however, it faces many challenges. A UAI survey conducted in February 2015 among 100 young professionals in Bonifacio Global City reveals that only 40% of the respondents have heard of Windows tablets. Only twenty percent (20%) of the respondents own Windows tablets while 80% own non-Windows tablets (45% own Android tablets, and 35% own iPads). Of these 80% non-Windows tablets owners, only 5% said that they are willing to shift to Windows tablets.

In this connection, an integrated marketing communications campaign (IMC) was developed to raise the levels of awareness, preference, and user ownership for Windows tablets. Below are the objectives: 1. Increase the level of awareness of Windows tablets among young professionals from 40% to 50%. 2. Increase Windows tablets preference among non-Windows tablets users from 5% to 15%. 3. Increase the number of young professionals who own Windows tablets from 20% to 30%.

An Integrated Marketing Communications framework that utilized Advertising, Public Relations, Events/Experiential, and Digital Media was used to develop the campaign. Using the survey results, the campaign proposes the use of the following communication touchpoints: Facebook, Instagram, Twitter, radio, billboards, magazine, bus ads, and events. The IMC campaign will run for one year.

After the campaign, another UAI survey will be conducted to be able to determine the difference in brand awareness, brand preference, and number of users who own Windows tablets. The paper will employ listening tools such as Sysomos to track and measure sentiments on social media.

Abstract Format






Accession Number


Shelf Location

Archives, The Learning Commons, 12F Henry Sy Sr. Hall

Physical Description

computer optical disc.

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