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Marketing Research Information on Primavera
System’s Inc.
Marketing Research Information Primavera Systems, Inc. In my first report, I outlined some of the
information available about Primavera Systems, Inc. I would like to expand on that information and
provide additional information about the marketing of Primavera Systems, Inc. main product. The
corporate mission of Primavera Systems, Inc. is to deliver innovative software products and
services to help their customers successfully manage all of their projects and resources.
Primavera employs almost 300 people located in its worldwide offices, including its Pennsylvania
headquarters, Chicago, San Francisco, New Hampshire, London, and Hong Kong offices. It
conducts 40% of its business through a worldwide network of dealers in over 80 countries.
Primavera dedicates itself to designing, developing, and delivering the best project management
software and has changed the face of project management by making software more
encompassing, powerful, intuitive, easier to use, and built for integration with other systems. The
Primavera market for project management software purchases has grown more than 20 percent
each year for the past five years and is now an annual $750 million market. More than half of the
total market revenues are from project management software developed for the Microsoft
Windows? environment. Project management is no longer a skill exclusive to manufacturing,
engineering, and construction. Many other industries are utilizing project management software for
rollouts of new products and services as well as the traditional construction projects. Primavera
distributes its products largely through a dealer channel, a value added (VAR) network of more
than 350 organizations in 60 countries. The VAR channel provides consulting, programming
services, technical assistance, and sales and marketing support. SureTrak Project Manager for
Windows is also available through major distributors and retailers. Some examples of their
marketing techniques can be seen in this excerpt from one of their distributors’ web sites: Alliance
News ———————————————————– Please contact John Garay if you would like to
respond to any of these postings. Opinions wanted: Great Plains software (http://www.gps.com)-
Should we invest the resources to build a link? How important is integration between P3 and Great
Plains to you? Is their customer demand? Help us help you! Betas Wanted – SAP R/3 – We are
seeking existing Primavera and SAP customers who have R/3 3.1G to participate in the SAP-P3
integration beta program. User should have P3 2.0. Betas Wanted – Oracle Applications – We are
seeking existing Primavera and Oracle Applications customers who have Oracle Applications
10.7 and P3 2.0 to participate in the Oracle-P3 integration beta program. Customer References
Wanted – Do you know of a customer that is currently using integration between Primavera
products and an alliance partner? Primavera would like to talk to them. This is atypical of the kind
of marketing technique that produces results. Promotion of the product appeals to their customer
in different ways. First, they have asked the customer for their opinion of something, next seek out
assistance in future product development. Lastly, asking the customer for references is definitely a
good marketing practice. What better way to find new customers? Demographically speaking, the
Primavera Project Planner software is marketed worldwide. Of course the company has other
products that are also marketed throughout the world. These include the ones mentioned
previously. Statistics speak for themselves. The Primavera Systems company develops its’
markets in any and all countries. This is evidenced by the projects that the company’s software has
been used for. These include the following list, to name a few. ?The rebuilding of Bosnia
?Construction of the world’s tallest building in Kuala Lumpur ?Design and construction of Camden
Yards Baseball Stadium ?The Hong Kong International Airport ?The Statue of Liberty and Ellis
Island Renovation ?The Liberty Weekend festivities planning ?Bobby Rahal’s race car design and
development team ?Hubble Space Telescope Camera repairs ?President Clinton’s Inaugural
Parade In addition to those mentioned above, the software has been successful in project cost
control programs and critical task operations at AT&T, Kraft General Foods, Fluor Daniel, Stone &
Webster, General Motors and Jet Propulsion Laboratories. Primavera provides industry-leading
training and support, which certainly lends itself to the company’s success. Training courses are
offered at its headquarters or on-site. There are also a number of companies throughout the United
States and the rest of the world that distribute the program as well as train and support their
customers. Customers receive technical newsletters, on-line bulletin boards, and telephone hotline
support for one full year. Primavera has its ear to the ground with more than 30 regional user
meetings and an international user conference each year. More than 750 customers attended the
1997 Primavera User Conference. These conferences also provide a keen method for marketing
the product. Primavera Systems, Inc. has targeted a primary Management type market. In this
capacity it has become one of the world’s leading and foremost innovative software company’s in
the Project Management field. Since its conception, the company has diversified and managed to
undertake numerous other projects which enable it to continue growing and maintain its’ position
as a world leader in this market.