MARKETING

Roll-up Computer Tablet



Table of Contents

Introduction1

Current industry1

Product Analysis3

Product description3

Market Segmentation and Targeting4

Youth and students4

Profile of Kindle Target Market5

Marketing Mix strategy5

Product6

Price6

Promotion7

Positioning strategy7

Advertising8

Sales promotion8

Internet Marketing8

References10

Roll-up Computer Tablet

Introduction

Two of the most notable companies in the world in the technology industry are Apple and Microsoft. One of the most crucial elements for survival in the technology industry is innovation. This puts pressure on technology companies to come up with innovative and novel ideas that not only meet the expectations of customers but also exceed them. The share of the market too is ever decreasing in that some of the major players in the industry can be seen fighting for their share of customers. Using the forward looking approach of the company, the company has come up with a new idea whereby the company will be coming up with roll up computer tablets. These will be tablets that are essentially iPad relaunched the way we think of computers (Gronroos, 2004, p.9). These will be called tablets. The invention here will involve a computer tablet which can be rolled up and thus take up must less space in bags etc. It is likely that such a space saving devise will be a huge success if targeted to the right market. The paper presents a preliminary marketing report for the new product idea.

Current industry

The industry analysis can be grouped into two words when it comes to the tablet market - tablet wars. The competition in the industry is cut throat. Keeping in view the competitive brands in the industry, it must be stated that staying in competition is rather tough. The only thing that guarantees survival is innovation and out of the box thinking. The competition increased even further when the Smartphone tablet was launched by Samsung with latest hardware installation. The tablet is 7 inches and has been received very well (Cateora & Graham, 2002, p. 26). Samsung is well known for its android hardware manufacturing and has a reputation as the best company from the South Korean market. They named the product Galaxy Tab 7.0 Plus after their Galaxy range. This was the first ever introduction of a tablet which contained a SIM card. This is what the made the tablet almost like a phone. This was only the beginning of a tablet war that has been going on since then between Amazon Kindle and Galaxy Tab. These will make the two closest competitions for the upcoming product. Amazon Kindle is another brand new tablet that was introduced by Amazon. This is essentially an e-book reader which can be used to surf digital media and books by means of wireless connection. The users cannot only read books online but they can also download books online and shop for them. The E Ink can also be read through the Kindle which the electronic paper introduced by Amazon (Doyle, 2001, p. 14). The unique selling proposition of this product is its minimal use of power. The person feels like as if he is reading an actual ...