Positioning helps software maker measure up

Article Abstract:

National Instruments Corp bypasses conventional advertising approaches in favor of premium positioning. According to the company, the strategy helps in attracting the attention of the readers to the products being advertised. National Instruments reserves the best spots in magazines such as the pre-table of content page, the inside and back covers and sometimes on the front cover itself. Because of the diversity of the fields that its product serves, the strategy has helped National Instruments gain considerable market share in the fast-changing and competitive computer software industry.

National Instruments Corp.

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Hewlett-Packard RISCs all, soars to no. 2 in workstations

Article Abstract:

Print advertising campaign worth $6 million has helped increase the popularity of Hewlett-Packard Co products. The advertisements pit the company's reduced-instruction-set computer workstations against the industry leader Sun Microsystems Inc's scalable processor architecture equipment. The comparative advertisements drew considerable attention of the media and consumers to the company's high-quality workstations. The advertising promotion helped the company grab 24% market share of the $9 billion computer workstation market.

Electronic computers, Computer industry, Hewlett-Packard Co.

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Microsoft's marketing secret: intelligent risk and innovation, exec says

Article Abstract:

Microsoft Northeast Region Gen Mgr Andrew Berman revealed that the company's marketing secret is innovation and willingness to take intelligent risks. The software company's research priorities come from its own research and development (R and D) personnel, consumers and in joint R and D joint ventures like the Massachusetts Institute of Technology Media Laboratory. Microsoft also take long-term risks by investing in technological programs that may not have immediate business use.

Production management, Microsoft Corp.

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