As a aspect of their rebranding method, Sage introduced in October 2011 that their MAS 90, MAS 200 and MAS 200 SQL merchandise traces will now be termed Sage 100. This is a new branding method by the corporation in an hard work to align their products branding in North The usa with their European division which is based in United Kingdom. Owning a large selection of products traces, the business enterprise software program giant needs to streamline all their computer software alternatives with their enterprise identify which is Sage. For the corporation, this is an great strategy but does it truly build a optimistic effects to its companions and conclusion-users?
Examining the Rebranding Technique from a Advertising and marketing Standpoint
Branding is a person of the most crucial variables in determining a product. It normally takes a lot of work to build a model. This features the making of a favourable popularity for a brand name identify which makes identification to a specific item and separates it from its competitors. Gurus believe that that a effectively-founded manufacturer have to not be improve conveniently as it can generate a substantial effect in the market place. In the case of Sage’s major ERP methods namely MAS 90, MAS 200 and MAS 200 SQL, transforming their names to 1 item suite identified as Sage 100 as lots of companions expressed it, is not a wise a person.
The phrase MAS means Master Accounting Sequence. This is the major of the line accounting computer software because the early 1990’s which captured a massive market share both of those in Europe and The united states. All over the yrs it went over and above its accounting performance and advanced into an Company Resource Setting up (ERP) application. Possessing this mentioned, the MAS merchandise strains are not only proven as a brand name for a lot more than 20 several years but also captured a important share in the ERP market place. The model identify has presently been patronized and endorsed by Licensed General public Accountants, Bookkeepers, IT and company professionals in many nations around the world. It has also laid a sound foundation in the industry and transforming the identify could possibly probability generate a little confusion. MAS consumers will even now be on the lookout for and use the time period MAS rather of Sage 100 any time they discuss about the item.
Rebranding Has an effect on the Search Motor Advertising and marketing of Partners
Due to the fact ERP software package is a quite high priced solution, software program resellers (partners) opt for organization-to-small business (B2B) advertising strategy to distribute the application to clients which are mainly small to medium dimension companies. The income cycle may well from time to time acquire a several months to around a 12 months to near. Simply because of this, most MAS resellers choose gain of Search engine optimization to current market the product over the net. The brands MAS 90 and MAS 200 are already optimized as key phrases in numerous internet websites and switching it to Sage 100 can hurt their Search engine marketing initiatives and industry visibility in excess of the world wide web.
Any Search engine marketing specialist is familiar with that optimizing search phrases to rank top on look for engine searches will take a lot of work. Altering the identify to Sage 100 indicates that these software program resellers require to start off from scratch and enhance for a new key word. Advertising the program on the web by means of Search engine optimisation is one particular of the primary techniques of quite a few big resellers and this rebranding strategy can trigger a massive influence.
The New Rebranding Tactic
Sage 100 Regular will now be the new title for MAS 90, Sage 100 Advance will now be the new name for MAS 200, which is a client-server version of MAS90 and Sage 100 Premium will be the new name for MAS 200 SQL. Nevertheless, the functionalities and attributes of these solutions will not be improved besides as standard with updates and updates.
It would be like Standard Motors expressing we no longer want to phone it a Corvette but the new title will be the C-100. Sorry but persons are even now heading to look for for a Corvette, not a C-100, no make a difference how considerably you want them to. Even when Microsoft obtained Good Plains, Solomon, Navision and Axapta, they did some Microsoft rebranding for each se, but they however stored the name fairly in tact mainly because the normal community by now understood the names. (i.e. Microsoft Dynamics Wonderful Plains or Dynamics GP for brief).
Is this rebranding a seriously very good tactic for an established model? Only Sage Computer software and the resellers can convey to. If the organization will lose market place share and the resellers will minimize in profits then it goes to show this is a bad go. The new Sage 100 item traces will be dispersed starting Oct 2012 and only soon after then can responses be observed.