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Tablet is mainly used
at home (67%), at
work/school (15%), In
car (14%)
Source: InMobi / Mobext – UK &
Magid Mobil Landscape Study
Tablets is used for a wide variety of
activitiesAverage number of activities different devices are used for
2.7 3.93.6
Communicating with a friend, Communicating for business purposes, Finding out information, Entertainment, Shopping, Banking
Source: InMobi / Mobext, (UK)
Communicating with a friend76%
Entertainment70%
Finding out information69%
Shopping61%
Banking54%
Communicating for business30%
Entertainment79%
Communicating with a friend76%
Finding out information66%
Shopping 48%
Banking28%
Communicating for business26%
Entertainment81%
Finding out information81%
Communicating with a friend78%
Shopping 69%
Banking45%
Communicating for business34%
Source: InMobi / Mobext (UK)
Tablets are used in equal measure for both functional
and entertainment
17
14
81
55
27
46
41
48
81
54
44
29
68
54
54
52
52
51
62
21
Web Browsing
Social Networking
Reading e-book, newsMagazines
Playing Games
Listening to Music
Watching Video
Create/Edit files
General Work Use
Specific Work Use
PC Vs. Tablet
(Activities)
Source- Opinion mining survey by Amplified Analytics
Personal Computer Tablets
12.02%
10.28%8.92%
6.21%
3.58% 3.49% 3.08% 2.64% 2.18% 2.17%
Source- Opinion mining survey by Amplified Analytics
Important Features Perceived by
Consumersc
44% would not want to be
separated from their
tablet
42% say the their tablet
has revolutionised the
way they communicate
with friends/colleagues
49% share their tablets
with family members
Source: InMobi / Mobext - UK
X.Vision children target overview : Emotional Influencers
Babies 0-4 Years Kids 4-8 Years
Teens 12-17 YearsTweens 8-12 Years
Parents
Home
Toys
Television
Friends
School
Teachers
Television
Sport Clubs
Friends
Hobbies
Television
Computer
Peers
Pop Stars
Celebrities
Television
Internet
Emotional
Influencers
School-Based Campaign:
1- Kid's Amusement parks road-shows
2-Pre-openings ceremonies
3-Gamers festivals
4- Parents gathering on “how to use new techs and control kids”
Needs:Entertainment (movies, songs, games, e-books etc.)Add-on devices like camera, GPS navigationInternet browsing, email, e-commerceModerate disk space (16-64 GB)
Products:Apple iPad, Samsung Galaxy Note, Google Nexus,
Needs:Office application supportSeamless integration with company’s VDI, corporate exchange email and work-based calendarSecurity, rugged designHigh speed 3G/UMTS, WiFiconnectivityKeyboard extensionExpendable memory, micro-USB port
Products:Cisco Cius, Asus Vivo, Fujitsu Stylistic tab, Apple iPad 2, Microsoft Surface
Focus is retail consumer Focus is business-users
Consumer Tablet Segment
Business Tablet Segment
Need-Based
Segmentation
oNormal touchscreen-driven tabletsoNo keyboard, mouse functionalityoEx. Samsung Galaxy Tab series, Kindle Fire
oHigh-end tabletsoPositioned similar to “ultrabooks” in laptop-marketoEx. Asus Transformer Prime, Microsoft Surface
Media Tablets Hybrid Tablets
Feature-Oriented
Segmentation
Market moving from media tablets to hybrid tablets
Specific functionalityLess applications availableEx. Barnes & Noble NookAmazon KindleComparatively cheaper
Various possible usesLarge variety of applicationsEx. Apple iPad, Galaxy Tab, Amazon Kindle FireHigher cost
Single-purpose Tablets Multi-purpose Tablets
Marketing Focus- Based
Segmentation
Consumers moving from single-purpose tablets to multi-purpose tabletsWillingness to pay for featuresDemand for e-readers declining sharply
Better penetrationTargeting companies- Apple, Sony, Asus/Google, Samsung,etc.Consumer lifestyle suitable
Grossly underpenetratedTargeting companies-Huawei, Ainol,Axtrom, ViewSonic, Innovel,etc.Tablets would provide cheap option for connectivity and availability of informationHighest growth expected in next three years
Urban Areas Rural Areas
Geographical Segmentation
40%
36.4%
34%IRAN
Saudi Arabia
Egypt
Smartphone
Subscribers
Growth
Source- Informa telecoms & media 2013
Parameter Key Statistic
Number of active internet users in Iran ~42 million
Number of existing PC users in Iran Over 19 million
Number of households with TV in Iran ~20 million
Number of unique mobile device owners in Iran Over 37 million
Number of unique smartphone users in Iran Over 20 million
Number of Facebook users in Iran ~4 million
Opportunity for Tablet Marketers
Source: Iran Statistics Organization 2012
Premium
Range
Middle
Range
Lower
Range
Global
Power
Brands
Multinational
recognized
brands
Brands with
Chinese-origin
image &
Local Brands
Apple-Lenovo-samsung-sony-msi-Asus-Amazon kindle-HTC-Microsoft-Dell
Huawei-LG-HP-Fujitsu-Gigabyte-creative-haier-Acer-hyundai
Ainol-Axtrom- ViewSonic- Innovel- (GS-Pad)- Jetway- PiPo- Arnova-Viva-SmartTouch- EnergySistem- Archos- Point Of View- i-Life- Univo-TwinMos- Prestigio- Mercury-Dimo-GLX-Marshal
Price-Based Segmentation
Brand Positioning
Global Power Brands
Multinational recognized brands
Brands with Chinese image
Local Brands
250-300
4 GB
415
575
220
285-380
550
230
400-450
700
8 GB 16 GB 32 GB
Price Range (Wi-Fi) (thousand Tomans)
450-520
Price Range (SIM) (thousand Tomans)
Global Power Brands
Multinational recognized brands
Brands with Chinese image
Local Brands
4 GB
670-825
570-670
450-635
760-890 1280
8 GB 16 GB 32 GB
4 GB
400-570
520-750
1000
550-600
1500
8 GB 16 GB 32 GB
Global Power Brands
Multinational recognized brands
Brands with Chinese image
Local Brands
Price Range (Wi-Fi) (thousand Tomans)
4 GB
1050
890
1200
600-650
600
8 GB 16 GB 32 GB
Global Power Brands
Multinational recognized brands
Brands with Chinese image
Local Brands
Price Range (SIM) (thousand Tomans)
470
4 GB
720
640-700
1300-1720
800-1000
1900-2200
1400
8 GB 16 GB 32 GB
Global Power Brands
Multinational recognized brands
Brands with Chinese image
Local Brands
Price Range (Wi-Fi) (thousand Tomans)
800
4 GB
1300-2000
1000-1300
2150
1100
8 GB 16 GB 32 GB
Global Power Brands
Multinational recognized brands
Brands with Chinese image
Local Brands
Price Range (SIM) (thousand Tomans)
Global Power Brands
Brands Portfolio analysis
Brand Laptop/notebook Tablet Pc Cellphone/Smartpone
Apple
Sony
Samsung
ASUS
HTC
Lenovo
MSI
Dell
Amazon
Global Power Brands
Multinational recognized brands
Brands Portfolio analysis
Brand Laptop/notebook Tablet Pc Cellphone/Smartpone
Huawei
LG
Acer
HP
Fujitsu
Hyundai
Gigabyte
Creative
Haier
Multinational recognized brands
Brands with Chinese-origin image & Local
Brands
Brands Portfolio analysis
Brand Laptop/notebook Tablet Pc Cellphone/Smartpone
Prestigio
Mercury
Dimo
Gigabyte
GLX
Marshal
Brands with Chinese-origin image & Local Brands
Televisions
DVD Players
Digital Receivers
Tablets
What is the logic behind
the extensions?We think that theextension in this stephad done incorrectly.
We think this extension doesn`t fit the whole portfolio and it should be done by choosing on of brand architecture strategies which in this situation we propose to use sub brands.
Brand architecture is the way in which the brands within acompany’s portfolio are related to, and differentiated from,one another.
The architecture should define the different leagues of brandingwithin the organization; how the corporate brand and sub-brands relate to and support each other; and how the sub-brands reflect or reinforce the core purpose of the corporatebrand to which they belong.
Brand Architecture
Definition
Xperia™ Tablet Z
Xperia™ Tablet S
Corporate Brand Sub Brand Series Name Version
Product Naming Strategy
X.Trim X.Tacy X.Timus
Xtacy is an intense feeling that is
hard to describe theres an intense
rush like feeling followed by a sense
of pure pleasure/bliss, it produces
positive feelings, empathy for others,
elimination of anxiety, and extreme
relaxation.
end/utmost edge of
farthest
outermost
the utmost or highest degree, or
a very high degree.
One of two things as remote or
different from each other as
possible.
1. 2. 3.
We Propose These names for X.Vision tablets line
Archos 101 XS - 16GBAcer Iconia Tab
A510 - 16GB
Acer Iconia Tab A210
- 16GB
Huawei MediaPad
10 Link - 16GB
X.Vision XL10 - 300S
POD
POD
Archos 101 XS - 16GBAcer Iconia Tab
A510 - 16GB
Acer Iconia Tab A210
- 16GB
Huawei MediaPad
10 Link - 16GB
X.Vision XL10 - 300S
POD
POD
Archos 101 XS - 16GBAcer Iconia Tab
A510 - 16GB
Acer Iconia Tab A210
- 16GB
Huawei MediaPad
10 Link - 16GB
X.Vision XL10 - 300S
Archos 101 XS - 16GBAcer Iconia Tab
A510 - 16GB
Acer Iconia Tab A210
- 16GB
Huawei MediaPad
10 Link - 16GB
X.Vision XL10 - 300S
Archos 101 XS - 16GBAcer Iconia Tab
A510 - 16GB
Acer Iconia Tab A210
- 16GB
Huawei MediaPad
10 Link - 16GB
X.Vision XL10 - 300S
AppleLenovoHPBlackberryMotorolaDellMicrosoftCobyAmazon
Nokia
Prestigioenergysistem
Haier
Archos
Point of view
AsusAcerMsiGigabyteInnovelJetway
HuaweiAinolGs-padPipo
SonyFujitsu
MercuryCreative
SamsungLGHyundai
HTCAxtromViewsonicArnova
I-lifeTwinmosUnivo
Smarttouch
VivaDimoGLXMarshalDaya
Tablet Brands Country
of Origin
Source- Companies Official Websites (2014)
Country
of Origin
Image
BeliefBrand
Image
Source- International Consumer Behavior (Quorum Books, 1995)
Effect of country of origin image on brand
image
We believe that duo to X.Vision current customers perception about theoriginality of it (South Korean), all branded activities, materials , packages,designs and product information catalogues must enforce this image to protectthe brand from being perceived as another Chinese one .