Marketing/MarketingPlan

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Contents

Marketing Plan

This page falls under the Marketing/Tasks page: http://fedoraproject.org/wiki/Marketing/Tasks

It is now set as a placeholder until action items get assigned.

SUMMARY / BACKGROUND

SITUATION ANALYSIS

CUSTOMER

TARGET AUDIENCE

PRIMARY TARGET


SECONDARY TARGET (AS NEEDED)

OTHER TARGETS (AS NEEDED)

CATEGORY

MARKET NEEDS

MARKET ANALYSIS

MARKET DEMOGRAPHICS

MARKET TRENDS

MARKET GROWTH

COMPETITION

DIRECT COMPETITION

INDIRECT COMPETITION

CHANNELS OF DISTRIBUTION

COMPANY POSITION / CAPABILITIES

RELEVANT HISTORY

SWOT (STRENGTHS, WEAKNESSES, OPPORTUNITIES, THREATS) ANALYSIS

MARKETING ORGANIZATION

BRAND POSITIONING

MISSION

The Fedora mission: to give to our users the best free software experience in the world, and to teach our users to become the best free software contributors in the world.

POINTS OF DIFFERENCE

POINTS OF PARITY

CORE BRAND ESSENCE

(See also .)

BRAND PERSONALITY

Fedora is the defender of the free software world. Always making the tough decisions, always giving to others, always doing the right thing, even when it's hard.

KEY MARKETING MESSAGES

MESSAGE 1

MESSAGE 2

MESSAGE 3

ETC.

STRATEGIES & TACTICS

PRODUCT

Fedora Project - Not just the operating system but the community and ideology that accompanies it?

PRODUCT OVERVIEW

Fedora is a set of projects sponsored by Red Hat and guided by contributors. These projects are developed by a large community of people who strive to provide and maintain the very best in free, open source software and standards.

RELEASE INFORMATION

The operating system is released every six months, once in October (Halloween) and once in May (May Day).

KEY CHANGES TO PRODUCT (FUNCTIONALITY, ETC.)

Detailed list of planned changes available from here .

Summary of the changes made so far is available from here .

PRICE

RELEVANCE?

Obviously Fedora is freely distributed, and as is promised, will always be this way.

Price is perhaps a valid point to promote to those who are from outside the free/open source community and don't have this as an expectation, but it shouldn't be promoted over and above the principles that lay behind the project (freedom etc).

PLACE

DISTRIBUTION STRATEGIES

PROMOTION

FWN/news.fedoraproject.org
Word of Mouth
Social News sites
Publications
Podcasts
Be Fedora Promotion Page

BUDGET / FINANCIALS

EVALUATION

METRICS / KEYS TO SUCCESS

MARKET RESEARCH

Raw dump of the above showing the original nesting: 

1 SUMMARY / BACKGROUND

2 SITUATION ANALYSIS

2.1 CUSTOMER

2.1.1 TARGET AUDIENCE

2.1.1.1 PRIMARY TARGET

2.1.1.2 SECONDARY TARGET (AS NEEDED)

2.1.1.3 OTHER TARGETS (AS NEEDED)

2.2 CATEGORY

2.2.1 MARKET NEEDS

2.2.2 MARKET ANALYSIS

2.2.3 MARKET DEMOGRAPHICS

2.2.4 MARKET TRENDS

2.2.5 MARKET GROWTH

2.3 COMPETITION

2.3.1 DIRECT COMPETITION

2.3.2 INDIRECT COMPETITION

2.4 CHANNELS OF DISTRIBUTION

2.5 COMPANY POSITION / CAPABILITIES

2.5.1 RELEVANT HISTORY

2.5.2 SWOT (STRENGTHS, WEAKNESSES, OPPORTUNITIES, THREATS) ANALYSIS

2.5.3 MARKETING ORGANIZATION

3 BRAND POSITIONING

3.1 MISSION

3.2 POINTS OF DIFFERENCE

3.3 POINTS OF PARITY

3.4 CORE BRAND ESSENCE

3.5 BRAND PERSONALITY

4 KEY MARKETING MESSAGES

4.1 MESSAGE 1

4.2 MESSAGE 2

4.3 MESSAGE 3

4.4 ETC.

5 STRATEGIES & TACTICS

5.1 PRODUCT

5.1.1 PRODUCT OVERVIEW

5.1.2 RELEASE INFORMATION

5.1.3 KEY CHANGES TO PRODUCT (FUNCTIONALITY, ETC.)

5.2 PRICE

5.2.1 RELEVANCE?

5.3 PLACE

5.3.1 DISTRIBUTION STRATEGIES

5.4 PROMOTION

5.4.1 STRATEGY 1

5.4.1.1 TACTIC 1

5.4.1.2 TACTIC 2

5.4.1.3 TACTIC 3

5.4.1.4 ETC.

5.4.2 STRATEGY 2

5.4.3 ETC.

6 BUDGET / FINANCIALS

7 EVALUATION

7.1 METRICS / KEYS TO SUCCESS

7.2 MARKET RESEARCH
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