2. PRODUCT: ASUS NEXUS 7 2ND GEN
WE ARE TECHBOTS
Project Members
I. Adeel Iftikhar.
II. Rahul Rai.
III. Zartasha Asif.
IV. Mahad Rizvi.
V. Sadia Nisar.
VI. Qurat ul Ain Khan.
VII. Qasim Ali Khan
3. 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.
5. 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
6. 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.
7. PRODUCT
2 GB Ram with quad core 1.5 GHz processor.
7 inch tablet
Thickness 8.7mm
Thin ,comfortable and
longer lasting
More features
8. 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.
10. 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
11. 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
13. PRODUCT PLACEMENT
It is available in :-
International markets
Distributers world wide
Online stores
Retailers
14. SERVICES PROVIDED BY GOOGLE
Home delivery
In future – 10 inch tablet
Allotting membership cards
Keyboard stand case
Sim Card
15. POSITIONING OF PRODUCT
The way the product is defined by consumers on
important attributes.
Price
Quality
Service
16.
17. The place the product stands in consumer minds
relative to other products.
Availability of Product
18. Brand Personality -> excitement
Feel difference between their product and
competitor’s product
19. COMPETITOR ANALYSIS
Strengths and weaknesses
of the competitors
Competitors -> current +
potential
e.g Samsung
Company decreases price,
competitors do same with
additional features.
20. Selling of product at particular place
More specifications, in less price than competitors
Vast range of competitors
Better service – home delivery
21. 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.
22. 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
25. 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)
26. 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
27. 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
28. 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
30. 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
31. 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)
32. 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
33. 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
38. 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
39. 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
42. 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.
43. 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.
44. 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”
45. PRICING REGARDING SPECIFICATION
Affordable
Yet brilliant
With HD screen
& Quad core processor
& Andreno GPU
And much much more
With Price 30000 PKR
46. PRODUCT LINE PRCING
Its prices are varied also by the memory sizes
which are as follows:-
16 GB 30K PKR
32 GB 35K PKR
47. 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.
48. 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.
50. 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.
53. JOINT VENTURE WITH OTHER
COMPANIES
It is launching with many other companies
AT&T
VERIZON
T-MOBILE
54. 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
57. 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.
58. 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.
59. 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.
60. 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.
65. 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
66. SOCIAL FACTOR
• Status symbol
• Nexus7 in their hands
• Class and Cool
• Psychological factor
• Premium Apps
68. COMPETITIVE STRATEGIES
Stages of approaches to marketing strategy
include:
Entrepreneurial marketing
Formulated marketing
Intreprenurial marketing
Approaches to Marketing Strategy
69. 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
70. Michael Porter’s four basic
competitive positioning strategies
Basic Competitive Strategies
Overall cost
leadership
Differentiation
Focus
Middle of the
road
71. 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
Basic Competitive Strategies
72. 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
Basic Competitive Strategies
73. 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”
Basic Competitive Strategies
75. 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
Basic Competitive Strategies
76. 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
Basic Competitive Strategies
77. 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
Basic Competitive Strategies
78. 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.
Basic Competitive Strategies
80. 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
81. Expand total demand
Protect their current market
Expand market share
Market Leader
Strategies
82. Expand total demand by developing:
New users
New uses
More usage of its products
Market Leader Strategies
Expanding Total Demand
83. COMPETITIVE STRATEGIES
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 Strategies
Protecting Market Share
84. COMPETITIVE STRATEGIES
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 Strategies
Expanding Market Share
85. COMPETITIVE STRATEGIES
Challenge the leader with an aggressive bid
for more market share
Play along with competitors and not rock the
boat
Market Challenger Strategies
86. 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
87. 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
