Google nexus-7 .ppt

PROJECT PRINCIPLES OF

MARKETING

Presented to :- Sir. Zafar Ullah Saqidui

PRODUCT: ASUS NEXUS 7 2ND GEN

WE ARE TECHBOTS Project MembersI. Adeel Iftikhar.II. Rahul Rai.III. Zartasha Asif.IV. Mahad Rizvi.V. Sadia Nisar.VI. Qurat ul Ain Khan.VII. Qasim Ali Khan

AGENDA OF TODAY’S PRESENTATION About Product & its

specifications. Marketing Mix.

Positioning of the product.

Competitor Analysis. SWOT analysis. Product Expansion Grid. Segmentation. Positioning Map. Its Pricing.

Product Line Pricing. Product placement. Coalition with other

companies. Characteristics

affecting consumer behaviour.

Competitive strategies.

Competitive positions.

CLOSE LOOK

PRODUCT FEATURES Google Nexus 7 2nd generation

Operating system 4.3

Rear Camera 5 MP , front camera 1.2

Different versions

Wireless charging and HDMI port

MARKETING MIX These are the tools. Which the Marketer’s

use to satisfy their customers. Through delivering a particular market

offering. These include:-

1) Product.2) Price.3) Placement.4) Promotion.

PRODUCT

2 GB Ram with quad core 1.5 GHz processor. 7 inch tablet

Thickness 8.7mm Thin ,comfortable and longer lasting More features

PROMOTION Nexus 7 2 is promoted via TV ads. E-mail in boxing as google has a wide

network of mails. Ads on websites. Magazine ads. To reach its customers as much as

possible so that company can generate revenue from sales.

PROMOTION Advertisement

Facebook, Twitter and other social sites User choice colors

Placement

Different offers

PLACEMENT

o As tabs are popular in 10-35 age group

o We placed it in IT markets

o Advertised it in places visited by our targeted age group

o As it will be a big brand we sold it only in our frenchise

PRICE • Price kept low as compared to other tabs

• Specs much inferior than price

• Market Penetration Strategy:

• Lot more in Lot less

• Latest features as in expensive tabs

QASIM ALI KHAN

PRODUCT PLACEMENT

It is available in :-International marketsDistributers world wideOnline storesRetailers

SERVICES PROVIDED BY GOOGLE

Home delivery

In future – 10 inch tablet

Allotting membership cards Keyboard stand case

Sim Card

POSITIONING OF PRODUCT The way the product is defined by

consumers on important attributes.

Price

Quality

Service

The place the product stands in consumer minds relative to other products.

Availability of Product

Brand Personality -> excitement

Feel difference between their product and competitor’s product

COMPETITOR ANALYSIS Strengths and weaknesses of the competitors Competitors -> current +

potentiale.g Samsung Company decreases price, competitors do same with additional features.

Selling of product at particular place More specifications, in less price than competitors Vast range of competitors Better service – home delivery

CUSTOMER PERCEIVED VALUE

Google placed its high end Tab. In the eyes of the customers as the best tab. Regarding the price to specifications ratio. Company had tried to make its customers delight

by giving affordability as well as features. Which have given the company an edge over it

competitors.1. Amazon Kindle.2. Apple Ipad.3. Samsung Galaxy Tabs.4. Windows Tabs.5. Sony Xperia Tab.

ABOUT THIS NEXUS 7 2 IN BCG MATRIX

When this product was launched it was a question mark for Google.

This product has gain its value in the eyes of those customers.

Who want affordability as well as a high end gadget.

This product is now in the age of converting itself into Star.

Not Yet but it will be According to Google

RAHUL RAI

SWOT ANALYSIS

STRENGTHS

Low price / affordable to students 7inch tablet / portability /can be fitted in pocket Some features that makes it unique 1200 x 1920 pixels & 323 ppi 2gb RAM 5MP rear cam Can play almost every game Wireless charging Nexus tag line (google software)

WEAKNESSES

low sales of the product Limited availability Non expandable memory (unlike Samsung

tab) Small screen size awkwardly positioned speakers Look of the speakers might be not comforting

to many users Asus can still do better and come up with

more good products

OPPORTUNITIES

ASUS might become biggest tablet manufacturer

Different screen size Different colors Can introduce tablet specifically for women Expandable memory Can give option to customers to optimize

their tablets like nexus 5 Can give another product as an incentive

THREATS

ASUS new in tablet market Apple, Samsung, and Amazon Just have 2 tablets Is Non Expandable memory a threat to nexus

7? Small screen size Rather working with google they should have

their own android powered tablet

PRODUCT EXPANSION GRID

MARKET PENETRATION

Asus is Taiwanese company. Their products Their market shares increases rapidly after

ultrabooks and tablets Nexus 7 1st gen in 2012 One of the best selling tab of 2012

MARKET DEVELOPMENT

ASUS built by comp engineering who used to work for Acer

Gained popularity in few years Became 5th largest computer vendor in 2012 In the short span of time managed to open

many stores Now competing with top selling laptop

brands (Hp, Dell, Lenovo)

PRODUCT DEVELOPMENT

Nexus 7 in 2012 Nexus 7 2nd gen in 2013 High specs with low price as compared to

many other tablets Google helped to increase the sales of Nexus

7 due to their advertisement campaigns

DIVERSIFICATION

Transformer pads in 2012 Comes with portable keyboard Tablet + laptop Nexus 7 in 2012 Opened stores in different regions around the

globe Asus Zenbook, slimmest ultrabook

QURAT UL AIN

KHAN

SEGMENTATION:

Our market segments are:

DEMOGRAPHICALLY SEGMENTED:

Age: Goggle Nexus 7 is designed to target young educated people that lies within 10-35 range.

GEOGRAPHICALLY SEGMENTED

Style and design may vary place to place, but Nexus 7 fulfills all the requirement that our customers needs

PRODUCT AVAILABILITY: NEXUS 7 will be initially available in the capital (Islamabad) of Pakistan well educated mall, shopping center and stores Later on, we will also target other big cities of Pakistan

PSYCHO-GRAPHICALLY SEGMENTED:

inspired by the colleagues, family members and friends

People like products that suits their social class, personality and life style

catch the attraction in any individual with its extraordinary attributes

BEHAVIOR SEGMENTED: experience its specialty and uniqueness as

our objective is to satisfy and value consumer

POSITIONING MAP:

CONT.. Positioning map compare two attributes of a

particular product with its competitors. Price is ranged from 1-5 meaning Poor to

Excellent. Also with Quality & Performance. Price as Variable1. Quality & Performance as Variable2.

CONT.. In case of Nexus 7 2. It has rating of 4.5 on Price. & also 4.5 on Quality & performance. Which means that customers are satisfied

with this product. As they compare the Price to Quality &

Performance Ratio. Which is 1.

POSITIONING STATEMENT:

“To modern mobile, laptops, IPod and cloud

users who want to be up-to-date, Nexus 7 tablet

is a solution that gives you an better, reliable,

easier and efficient way to stay connected to

your cloud data, friends, collogues and resources

anywhere you like to move”

PRICING REGARDING SPECIFICATION

Affordable Yet brilliant With HD screen & Quad core processor & Andreno GPU And much much more With Price 30000 PKR

PRODUCT LINE PRCING

Its prices are varied also by the memory sizeswhich are as follows:- 16 GB 30K PKR 32 GB 35K PKR

CONT.. Product line pricing helps the company to

reach customers of different. Like in case of Nexus 7 2 they have targeted. Teacher , Business Associates with 32 GB

model. & also have targeted Students , Interns with

the 16 GB model with an inflated price. This type of strategy is Vital for Companies

which are trying to generate from one product.

SEGMENTATION & CUSTOMER’S

EQUITY Google has targeted their customers. Which are basically Middle class to Elite

class. These perceive google products as high end

products. Which creates customers loyalty & equity. To the Brand. They have targeted these customers to

maintain their loyalty. Increase their profits.

4 C’S OF MARKETING MIX

CONT… These tools work together as 4 P’s. The only difference is their perspective view. Both focus on customer but in different

context.

1. 4 P’s are Product oriented.2. But 4 C’s are Customer Oriented.

ZARTASHA ASIF

JOINT VENTURE WITH OTHER COMPANIES

It is launching with many other companies AT&T VERIZON T-MOBILE

COMPARISON B/W APPLE IPAD & GOOGLE NEXUS 7 2

IOS. Have Icloud

accessibility. Target the special

class of people. Creates its own

brand experience.

Android. Have Gmail

accessibility. Target every class of

people. Creates a brand

experience for everyone.

Apple Ipad Nexus 7 2

GOOGLE NEXUS 7 2 VS APPLE IPAD

Nexus 7 2 Apple Ipad

BCG OF GOOGLE

STAR These product generate most of the Google

Revenue. As they have high market share. & also high growth rate. It include Android OS, Youtube . Which is provided by Google to every other

companies like HTC , Samsung , Sony etc. These SBUs support other SBUs to survive.

QUESTION MARK These products are the latest innovation. That’s the reason they have low market

growth rate. Initially they survive through SBUs like Stars ,

Cash Cows. But if they survive this. They can be great

asset to company. It include Google Glass.

CASH COW These product have low market growth rate. But have high market share. These product are at the age of maturity in

their life cycle. Which include Google Search Engine. Which is used worldwide for search of

anything in the world.

DOG These SBUs are completing their product life

cycle. The company can sell these SBUs. These are not helping the company to

generate revenue, Rather they are fighting for their survival. It include Google Wave. Which is the old internet explorer of Google. Which is substituted by Google Chrome.

BCG CONT…

CONT..

SADIA NISAR

CHARACTERISTICS AFFECTING CONSUMERS BEHAVIOR:

• Culture

• Social Factor

• Economical Factor

CULTURE• As our product is a Gadget

• Do Gadgets are much Influenced by Culture?

• Yes or No!

• Depends on Society

• Apps are interactive and interested

• Revolutionize their lives

• Halt

SOCIAL FACTOR• Status symbol

• Nexus7 in their hands

• Class and Cool

• Psychological factor

• Premium Apps

ECONOMICAL FACTOR• We deal much better

• Best experience

• Best Output

COMPETITIVE STRATEGIES

Stages of approaches to marketing strategy include:

Entrepreneurial marketing Formulated marketing Intreprenurial marketing

Approaches to Marketing Strategy

Entrepreneurial marketing involves visualizing an opportunity and constructing and implementing flexible strategies

Formulated marketing involves developing formal marketing strategies and following them closely

Intrepreneurial marketing involves the attempt to reestablish an internal entrepreneurial spirit and refresh marketing strategies and approaches

Approaches to Marketing Strategy

Michael Porter’s four basic competitive positioning strategies

Basic Competitive Strategies

Overall cost leadership

Differentiation

Focus Middle of the road

Overall cost leadership strategy is when a company achieves the lowest production and distribution costs and allows it to lower its prices and gain market share


Differentiation strategy is when a company concentrates on creating a highly differentiated product line and marketing program so it comes across as an industry class leader

Focus strategy is when a company focuses its effort on serving few market segments well rather than going after the whole market


Porter believed that a company that pursued a clear strategy would achieve superior performance and that companies without a clear strategy would not succeed

Porter considered no clear strategy to be “middle of the road”


SYED MOHAMMAD MAHAD RIZVI

Michael Treacy and Fred Wiersema suggest companies can gain leadership positions by delivering superior value to their customers in three strategies or “value disciplines:”

Operational excellence Customer intimacy Product leadership


Operational excellence refers to a company providing value by leading its industry in price and convenience by reducing costs and creating a lean and efficient value delivery system


Customer intimacy refers to a

company providing superior value by segmenting markets and tailoring products or services to match the needs of the targeted customers


Product leadership refers to a

company providing superior value by offering a continuous stream of leading-edge products or services. Product leaders are open to new ideas and solutions and bring them quickly to the market.


Market leader

strategies

Market challenger strategies

Market follower

strategies

Market nicher

strategies

Competitive Positions

Market leader is the firm with the largest market share and leads the market price changes, product innovations, distribution coverage, and promotion spending

Market challengers are firms fighting to increase market share

Market followers are firms that want to hold onto their market share

Market nichers are firms that serve small market segments not being pursued by other firms

Competitive Positions

Expand total demand Protect their current market Expand market share

Market Leader Strategies

Expand total demand by developing: New users New uses More usage of its products

Market Leader StrategiesExpanding Total Demand


Protect current market by: Fixing or preventing weaknesses that provide

opportunities to competitors Maintain consistent prices that provide value Keep strong customer relationships Continuous innovation

Market Leader StrategiesProtecting Market Share


Expand market share by: Increasing profitability with increasing market

share in served markets Producing high-quality products Creating good service experiences Building close relationships

Market Leader StrategiesExpanding Market Share


Challenge the leader with an aggressive bid for more market share

Play along with competitors and not rock the boat

Market Challenger Strategies

Second mover advantage occurs when

a market follower observes what has made the leader successful and improves on it

Challenges firms its own size or smaller

Market Follower Strategies

Ideal market niche is big enough to be profitable with high growth potential and has little interest from competitors

Key to market niching is specialization Market Customer Product Marketing mix

Market Nicher Strategies

Google nexus-7 .ppt

Marketing

Transcript of Google nexus-7 .ppt