Both Microsoft and Apple have created platforms for the delivery of high quality entertainment to personal devices, revolutionizing how we perceive movies, music and television. In this I will analyze Microsoft’s Zune advertising strategies. The Zune is Microsoft’s version of the Apple iPod. The Zune is a compact, high-definition MP3 player that measures 4" tall by 2" wide by 0.3" thick (Microsoft Zune, 2011) . The Zune has a 3.3" multi touch OLED display which dominates the device’s face. There is a single home button lying just below the OLED display. This home button can be used to navigate Zune's multiple menus and many features. The Zune version uses less battery power than previous models because the display does not require a back light. (Miles, 2009) The Zune currently has a much longer battery life than it's competitor the iPod, requiring much shorter charging times and more energy conservation. For many portable electronics enthusiasts, the Zune has a superior build when compared to Apple’s iPod.
(Microsoft Zune, 2011 )It is more durable, uses versatile file formats, and has a user friendly platform compared to other MP3 players. However, Microsoft’s marketing campaign has failed horribly in successfully marketing and advertising the Zune to their “anything but I-pod” demographic. In fact, most people have never heard of a Zune Player. If we look at sales statistics in the world of MP3 players, iPod dominates the market with over 63% of current sales, whereas Zune is only responsible for 13% of sales with the target demographic for this product is independent-minded people with a highly disposable income. (Chen, J. 2006) This demographic has a tendency to see themselves as unique individuals who do not follow trends. Microsoft’s current advertising strategy is to approach its target market by appealing to its consumers based on personality type, self-concept and attitude. (Chen, J. 2006) Their commercials are simple and few, usually featuring individuals or small groups dancing to their Zune. The dancers are always in silhouette so as not to stereotype their potential customers. The silhouette dancers do not show clothing styles, ethnicity, or age; nothing is revealed to distinguish them from you or I. However, the more significant advertising problem is the scarcity of the commercials. Microsoft would be wise to spread out their advertising campaign to include more magazine articles, newspaper articles, radio ads, television commercials and product placement in prime time television shows. Additionally, Zune could also benefit from establishing celebrity endorsements. Celebrity endorsements bring both added exposure and increase the ‘cool’ factor for many users.

Microsoft should put more focus on the user-friendly operation of the Zune platform and its software, as well as boast of the aspect of the Zune Social. Zune Social is a market where everyone’s Zune can be personalized with various back grounds and even Zune cards that identify their Zune and personalized playlists to other users in the market place or wireless networks. Microsoft should also put extreme emphasis on the versatility of Zune’s capability to import and play many different music file formats. Microsoft could also bridge many gaps that iPod has been closing with the iPod Nano and the iPhone by offering similar products to compete in those markets as well.

Another solid Marketing strategy for Zune would be to form alliances with other major corporations, such as automobile and home electronics manufacturers to make the Zune compatible with their electronic devices. A great deal of the iPod’s success can be attributed to its portability to diverse electronics such as car stereos, home stereos, televisions, and phones. When partnered with multiple manufacturers Zune could amplify its visibility in the entertainment electronics market through its partner’s advertising. Furthermore Zune could possibly explore alternate routes in the gaming industry to have Zune's featured in popular gaming systems, such as Nintendo DS, Play station, and other similar gaming systems. Internet advertising such as pop-ups would most likely be certain failure. Pop-ups are usually a hindrance to people, most people use pop-up blockers and ad removers.

In the world of MP3 players Microsoft offers a unique light weight, compact, and energy efficient entertainment platform for all your high definition audio and video solutions. Failure to aggressively market the Zune MP3 player to compete with Apple's iPod has resulted in an extremely small share of the personal entertainment device market. If Microsoft would take a more aggressive advertising approach and follow some simple advertising campaign ideas outlined herein they could most likely corner larger portions of their intended market. References
Chen, J. (11/29/2006). Zune #2 in sales behind iPod. Retrieved from http://gizmodo.com/218153/zune-2-in-sales-behind-ipod
Microsoft Zune. (2011). Retrieved from http://Zune.com
Miles, G. (2009). First Look: Microsoft Zune HD. Retrieved from http://www.macworld.com/article142812/2009/zunehd_firstlook.html?isrc=rss_topics_entertainment_and_hdtv