Case Study


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The Case study for Marketing Laptops

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Case Study

  1. 1. Destructive ideas on marketing laptops
  2. 2. Contents 1 Objective 2 Market Analysis 3 Product Analysis 4 Destructive ideas 5 Conclusion
  3. 3. Objective Problem Statement
  4. 4. Problem Statement <ul><li>You are the marketing manager for a laptop brand who has been given the mandate for launching a high end product priced at 79,999/-. Describe 5 disruptive advertising ideas that you would use to drive your marketing strategy. </li></ul>
  5. 5. Market Analysis
  6. 6. Traditional Consumer Structure
  7. 7. Today’s Woman <ul><li>As is visible in the traditional market Women were in the periphery of the core laptop user </li></ul><ul><li>Today’s modern woman is confident, bold and distinctive </li></ul><ul><li>They want a product which can cater to their needs and is not just another </li></ul><ul><ul><li>“ Man Product painted pink” </li></ul></ul><ul><li>Make an individual mark </li></ul>
  8. 8. Changing Dynamics
  9. 9. Assumptions <ul><li>Since the Product details and specs were not given possible product have been taken. </li></ul><ul><li>Some of the products have been showcased by earlier manufacturers as possible beta products so design cues have been taken therefrom </li></ul><ul><li>Some Further product enhancements have been thought of as they might be practical and can be developed in the product </li></ul>
  10. 10. Product Analysis
  11. 11. Traditional Product <ul><li>Created for men and by men </li></ul><ul><li>Symbol of corporate board room and the affluent </li></ul><ul><li>Not many successful individual brands apart from the parent like: </li></ul><ul><ul><li>Thinkpad </li></ul></ul><ul><ul><li>Mac </li></ul></ul><ul><li>Brands Like Acer, HP etc use Umbrella branding though Dell has made an effort with Studio range, XPS etc. </li></ul><ul><li>Only Successful disruptive campaign according to me was 1984 by Macbook </li></ul>
  12. 12. Present Market <ul><li>Companies branding becoming bigger thank laptop brands </li></ul><ul><li>Most laptops selling on better price-to-specification ratio </li></ul><ul><li>Very few laptops in the bracket of 60k or above </li></ul><ul><li>Technologies and products are converging to similarity in performance and features </li></ul>
  13. 13. Need Gap and Cracking the Code <ul><li>Need for recognising the growing class of Working CORPORATE WOMAN </li></ul><ul><li>Giving Women a product which is distinctive and answers their question of Why me? and adds to their individuality </li></ul><ul><li>Sign of superiority, freedom from the cliché and independence </li></ul>
  14. 14. Some Bizarre Concepts and Features <ul><li>The laptop features adaptive microcell coverage that can easily mix with the gadget’s surroundings using 3 cameras, installed for environment analysis. </li></ul><ul><li>Eco laptop include: solar charge cells, barcode scanner for grocery shopping as well as a bracelet that measures blood pressure and pulse. </li></ul>
  15. 15. <ul><li>For those who want to lose weight it can be developed to control weight loss (being turned into weighting machine) and it also has a bangle you can use at sport sessions, such as running. </li></ul><ul><li>As soon as you push the big button that will change the laptop’s screen into a mirror mode. In addition, the device includes on-nail printing service. </li></ul>
  16. 16. <ul><li>the Mama laptop is unbreakable and water resistant. It features 3D-free monitor section design cameras that have amplifier installed for videotracking your kids. </li></ul><ul><li>By using the Perfume laptop, you have the ability to transform it into a lamp or air freshener. Different odor samples can be downloaded and mixed with smell of the laptop’s matrix. </li></ul><ul><li>for women, who carry small bags featuring OLED technology with touch sensors. The monitor and keypad can be made from pure glass that has a deep blue color. </li></ul>
  17. 17. The Basic attributes required for decision making <ul><li>Good Performance </li></ul><ul><li>High speed internet </li></ul><ul><li>Ease of use </li></ul><ul><li>Design cues with co-branding with international designers </li></ul><ul><li>Daily needs apart from just computing </li></ul><ul><li>One touch connectivity </li></ul><ul><li>Ease of use </li></ul>Added Features Design & Distinctiveness Performance
  18. 18. Branding Cues <ul><li>The Brand name I have thought is Pi </li></ul><ul><li>Also The logo shall be inspired from the Symbol for Women </li></ul><ul><li>Related to Fashion and related needs of women and not just Dieting tips as was the mistake by Dell which launched Della </li></ul>
  19. 19. Initial tissue paper adveritsing ideas <ul><li>Association with Female issues like breast cancer, female infanticide etc. </li></ul><ul><li>Corporate female events like girls/women’s night, rendezvous with some eminent women of their fields </li></ul><ul><li>Association with prominent magazines </li></ul><ul><li>Onsite suppport with shortest Turnaround times </li></ul><ul><li>Online portal for answering queries </li></ul><ul><li>Positioning the product with whom you can share and seek solutions to all the woes </li></ul>
  20. 20. Well so much for the initial ideas
  21. 21. WELL!!!
  22. 22. Ideas finally making to the final 5
  23. 23. #1 Dispose and Accept…
  24. 24. Dispose and accept <ul><li>The clip shows…. </li></ul><ul><ul><li>Lady opens Louis Vuitton Bag </li></ul></ul><ul><ul><ul><li>Opens it and starts stacking cosmetic articles from renowned brands like Mac or Chambor </li></ul></ul></ul><ul><li>She stacks up a lot of stuff covers it with the bag and suddenly starts pouring gasoline on top of it and burns it </li></ul>
  25. 25. Teaser <ul><li>Well a Hand Bag is one of the most favorite accessories of a woman and burning that is a bit shocking and that too a Louis Vuitton would kill a woman instantly </li></ul><ul><li>Then the add appears like a teaser soon all this will not be Passe… </li></ul>
  26. 26. Final ad of the Product
  27. 27. <ul><li>Focus of the ad to be on: </li></ul><ul><ul><li>The Cosmetic uses </li></ul></ul><ul><ul><li>Express on covers </li></ul></ul><ul><ul><li>Versatility of the product to be emphasized on </li></ul></ul>
  28. 28. #2 Multiple NON-USES
  29. 29. Multiple NON-USES of a laptop <ul><li>Women Using the Laptop as a dish washer </li></ul><ul><li>Uses it as a Chopping Board </li></ul><ul><li>In the washing machine </li></ul><ul><li>Dries it on the cloth line </li></ul>
  30. 30. The ad ends with <ul><li>Is this what you expect your laptop to do??? </li></ul><ul><li>This is not what a laptop should be doing. The laptop is here which does what it does best </li></ul><ul><li>For the versatile woman in you who does all these roles and more </li></ul>
  31. 31. #3 Self annihilation
  32. 32. A print or a video Ad <ul><li>Wonder Why Men are killing themselves?? </li></ul><ul><li>End of the Era of Pink Male Laptops </li></ul><ul><li>Yours is here “Pi” </li></ul>
  33. 33. “ ManAnger” Bill Boards <ul><li>Well This might be the fate of your Colleagues / Boyfriends </li></ul><ul><li>Yours is here… Pi </li></ul>
  34. 34. #4 Gender Confusion
  35. 35. Super Heroes…Heroines <ul><li>All the Super Heroes Become Female </li></ul><ul><li>Well the ending has to be in line with a message of world domination by women in the future all the super heroes will be women thanks to the power and empowerment by the Pi </li></ul>
  36. 36. No more Pink men <ul><li>Men Dressed in pink similar to the pic everywhere with pla cards stating No more Pink men but the true you…. </li></ul><ul><li>Prepare to change… </li></ul><ul><li>Change is here…. </li></ul>
  37. 37. #5 Green is the way to go…
  38. 38. Environmental inclination <ul><li>The ad should show women planting laptops which grow into trees </li></ul><ul><li>Message Biodegradable… </li></ul><ul><li>Energy efficient </li></ul><ul><li>Powered by ambient light </li></ul><ul><li>Just like the giving and the attitude of a woman who gives so much to the society and the world at large </li></ul><ul><li>Also Ads in the form of Green ways used in the west: </li></ul><ul><ul><li>Ads on the sidewalks and pavements </li></ul></ul>
  39. 39. Conclusion <ul><li>The above mentioned products are in the development phase or maybe developed sometime in the future as there exists a gap </li></ul><ul><li>The product attributes that can be added can be bizarre </li></ul><ul><li>Some parts might be impractical but nevertheless not impossible: Even carpet Bombing an IPL stadium with dummy thermocol Laptops could be done with message on the large screen….Coming soon the perfect feline which does it all… </li></ul><ul><li>Who knows when the forum is open mind can run wild and really think the Bizarre </li></ul>
  40. 40. Thank You !!!