Marketing Playbook of Microsoft via Apple

It’s been over a month since the Lauren & Giampaolo campaign struck a nerve on most Americans where the cheaper computer system is the better choice for you and for your family. You might not be cool enough for a MAC, but definitely you are good enough for your family’s welfare especially in today’s landscape where the global crisis is affecting everyone on the this planet.

In an excerpt:

Under Steve Jobs, Apple has almost always sought to position the Mac as an antiestablishment high-end computer, a computer for those who “think different” and get excited by their computers. Price is not a consideration for those willing to think different.

The only thing the PC industry is excited about right now are Netbooks, which they fail to mention are eroding their margins even more than they have already been eroded after decades of price wars. And now Microsoft is once again driving the price message, training consumers to expect ever lower prices from their computer salesperson.

Apple, meanwhile, with the best margins in the personal computer industry and two highly profitable consumer electronics products funding its growth, has now had its marketing message of the last two years–Macs are better than PCs–amplified by its rival’s message–PCs are cheaper than Macs.

In Tom Krazit’s last paragraph, he writes that the world needs Kias while the world wants BMWs which further cements that MACs are an aspirational product. I do not agree that MACs are an aspirational product because my aspiration is a $ 6,000 USD dollar Alienware laptop that would pop my eyeballs everytime I use it. Ok, $ 6,000 dollars is a high aspiration.

Go ahead and read the article here.