Assignment

Marketing Management

Submitted By: Submitted To:

GROUP -5 Dr. T. K. CHATTERJEE

SECTION - C

MEMBERS:
1. Mansi Shashikant Agrawal – 202121006

2. Anwar Jamal – 202121009

3. Manisha Tripathi – 202121019

4. Manan Himmat Lodha – 202121020

5. Ayush Kumar – 202121025

Skype is a telecommunications application which specializes in providing VoIP-based
videotelephony, videoconferencing and voice calls. Niklas Zennstrom was the founder of
Luxembourg-based Skype Technologies, who first introduced the software in 2003. In
September 2005, it was acquired by eBay. Back in 2011, Microsoft acquired the Skype app.
In March 2020, VoIP Skype was used by 100 million people on a monthly basis and by 40
million people on a daily basis.

Marketing Strategies of VoIP Skype are:

Step 1 - Marketing Research & Analysis: It includes research and analysis to identify unmet
and even unknown customer needs. The 5C Marketing Analysis framework comprises –
● Customer need
● Company
● Competitors
● Collaboration Context

Step 2 - Segmentation, Targeting & Positioning Decisions

Step 3 - Marketing Plan: It has 5 steps:

● Stating objectives of marketing plan
● Establishing marketing and financial goal and objective
● Deciding Marketing mix
● Deciding Market budget
● Monitoring and evaluation performance

Step 4 - Designing a Marketing Mix using 4 Ps:

● Product
● Price
● Place
● Promotion

Step 5 - Sustaining Value through Post Purchase Services: Post purchase services are critical
to foster loyalty among the customers.

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Eric Yuan, a former corporate vice president for Cisco WebEx, was the founder of Zoom. He
started his own company in 2011 with the help of 40 skilled engineers to build a premium
product which is easy to use, compatible and user friendly. In September 2012, Zoom launched
a beta version that could have meetings with up to 15 video participants. Zoom provides a lot
with less value and their main focus is on customer satisfaction. Pandemic emerged as an
opportunity for zoom so as to fulfil the need of better product to customers and provide them
satisfaction. Zoom saw exponential increase in both revenue and subscriber. Zoom competes
against the big companies like Microsoft and Cisco. Today, Zoom is standing tall at number one.

Marketing strategies

● Organic Outreach Marketing: Generating traffic to site via using blogs post, case
studies, guest posts, unpaid tweets and Facebook updates instead of using paid services
like advertisement.

● SMB Marketing strategy: It includes Search engine optimization (SEO), Email

Marketing, Social media marketing, pay per click advertising, content marketing etc.

● Key Performance Indicator: KPIs assess the success of an organization or of a

particular activity in which it engages. They assemble data and assess customer
preference and plan to make concise tactics which would help reach customers.

● Built-In Distribution: Building distribution within the product e.g., utilization of the
product should set up a chain of growth.

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When journalists started having to recommend software to use, they began mentioning Zoom
more and more at the expense of Skype and other competitors. Last year March Skype was
mentioned in 51,000 articles, while Zoom garnered mentions in 60,000 stories. By April, 2020
Skype remained the same, with 50,000 articles written about it, while Zoom had 195,000.

Since the start of the lockdown, Zoom has been a global influence teleconferencing market.
Teams and Google followed its lead closely. . However, amidst all the chaos Skype - a popular
video calling app for nearly two decades failed to make any title. This raised two most important
questions for everyone -What happened to Skype? and How did Zoom surpass the old app?
"Glancing at the power of Skype, it must be a Zoom moment, but they are not. It's marketing,
and a lot of people think of Skype as the ancient calling app."

What Happened to Skype?

● Microsoft removed Windows Live Messenger service from Skype.

● Skype service was peer to peer (P2P) networking. It came with securities issues.

● Skype was transitioned from P2P to cloud- powered server to integrate on windows
phone and mobile apps in 2013.

● Skype was made default messaging app for Windows 8.1 and the app was put on the web
as part of Outlook. . A glitch resulted in duplicate calls, messages and notifications on
devices making Skype unreliable.

● Microsoft went down from being the most reliable video calling app to getting in
competition with the daily communication apps. "They redesigned the app and tried to
make it a little more attractive, young and fresh for the competition with the WhatsApp
and Telegram of the world,” however, by integrating a fleet of new features - "Emojis",
including Skype's version of emojis, developers lost their way and didn't focus on the
core functionality of ensuring video call quality.

● A highly infamous review of the app in June 2017 saw an average App Store rating for it.
The ratings of Skype dropped from 3.5 to 1.5.

● In 2016, the corporate shifted its focus from Skype and launched Teams. it was designed
to handle Slack as a sophisticated tool for workplaces.

● Finally, in July 2021, Skype disappeared.

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 Rise of Zoom
● Skype users were discomfited once giving many possibilities

● While Microsoft specialized in adding and planning new features, the video and audio
quality of Skype never improved. Folks started shifting to similar various choices (which
were providing higher quality for free)

● During this time Zoom centered on the struggles of its user base. In distinction to Skype,
their users were offered high-quality audio and video calls. It co-jointly offered good
quality recording and sharing of conversations. This began to increase the users whereas
at the same time increasing its popularity and quality

● Zoom offered a helpful and distinctive beauty filter and virtual background rather than
emoji and Snapchat like features. The constitutional change of state filters rid skin tone
and blemishes to give a cultured look

● The virtual background options facilitate users with custom backgrounds to hide the
clutters, running pets and children, and others. Users are also provided several choices to
feature images and customize their videos.

● Zoom allowed the host to separate participants into totally different rooms. Just like how
colleagues in numerous departments sit individually for work at workplaces. The hosts
can split their staff into fifty breakout rooms (different sessions). These options have
solely helped Zoom become one in all the foremost common apps and dominate the
market.

● The point for zoom to the broader client world was its free 40-minute conference calls for
up to hundred attendees.

● The app features an easy and intuitive user interface, the app is extremely simple to use,
and other people wanting to join meetings don’t need to login for accessing meetings.

● That ability to attach calls with no friction gave Zoom additional benefits over Skype.
Several of Zoom’s immeasurable new users are less tech-literate and easily need one
thing to figure– that Skype did not guarantee.

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 Success of Zoom during Pandemic
● As the coronavirus pandemic shifted the workplace at home. To bridge the conversation
hole among employees, companies had no different alternative than to rely upon video
conferencing structures in the course of the home quarantine.

● The demand amplified the income and inventory fee of Zoom, paving a course for its
fulfillment. This may have ended up the success tale of Skype however all modifications
made via the means of Microsoft brought about its collapse.

● During this time, Zoom was right around the block and took over the planet. Like many
modifications in society we’ve come to note because that the outbreak of the virus wasn’t
the cause, however, it changed into a catalyst, growing what has been a three-year-
lengthy shift away from Skype.

● The want to attain a dependable video conferencing gadget by humans weren’t inclined
towards Skype. They went immediately to Zoom.

Many companies had quietly moved over from Skype to Zoom within side the intervening years
as Skype brought increasing capabilities that didn’t suit the middle capability of the service:
generating decent quality video calls. And so when coronavirus hit, within side the first few
month only zoom widely gained popularity.

Conclusion
Zoom is a simple-to-use software program and becomes capable of efficiently developing and
altering its person’s needs. It becomes furnished fine without compromising on the consumer
experience. On the opposite hand, Microsoft’s competitive integration with customers failed
Skype. It is not able to maintain up with the converting instances because of its attempt to
become a Snapchat like app. It noticed a comparable destiny as Internet Explorer
Today, Zoom has surpassed Skype much like Google Chrome surpassed Internet Explorer. Even
Microsoft’s method to the scenario is any indication; we nonetheless cannot anticipate Skype to
extrude any time soon. However, Zoom isn't the most effective fish within the pond. More
competition is coming into the marketplace which includes Facebook, Google Hangout, Teams,
and others with numerous new capabilities
This has improved the significance of Zoom to continuously screen the traits and maintain its
customers base satisfies. Similar to its latest updates that concentrate on the protection and safety
of its customers. Furthermore, there have to be extra capabilities that would water down the
enjoyment and make the app extra robust.

Refrences: https://techresearchonline.com/blog/how-did-zoom-surpassed-skype/#
https://www.wired.co.uk/article/skype-coronavirus-pandemic