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Product Positioning Strategy: Samsung Note 10.1 vs iPad 4

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Product positioning and marketing strategy presentation of tablet pc market between samsung note 10.1 vs iPad 4. Presentation includes use of Multi-Dimensional Scaling, Advertising Approach

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Product Positioning Strategy: Samsung Note 10.1 vs iPad 4

  1. 1. FINAL PRESENTATION ADMS 4250Marketing Strategy: Analysis of Positioning Strategies between Competing Firms
  2. 2. INTRODUCTION  Direct positioning strategy comparison of Samsung Galaxy Note 10.1 vs. Apple iPad 4 Both the products compete in the Tablet Computer Industry Basic functionalities of a Tablet includes - Browse the internet - Entertainment/Media – Music, videos, pictures, games, etc. - Portable mobile document storage device - Video Teleconferencing Advanced Tablets incorporate technologies such as GPS and Sketchbook.
  3. 3. PRODUCT COMPARISON  Samsung Galaxy Note 10.1 Apple iPad 4 10.1 inch LCD Display 9.7 inch LCD 1,280 x 800 Resolution 2,048 x 1,536 Android 4.0 OS iOS 6.0 5MP Rear Camera 5MP $499 (32 GB) Price $499 (16 GB)
  4. 4. DISTRIBUTION CHANNELS 
  5. 5. PHYSICAL ATTRIBUTES PRICE :  Indication of features and quality. Can be as expensive as buying a conventional laptop. STORAGE : 16 GB, 32 GB and 64 GB to hold Media and document files. DISPLAY: Primary interface for user. Preview, edit, browse, etc. RESOLUTION: Clarity and sharpness of picture quality. EXTRA FEATURES : Retina display, Stylus Pen, Phone Capabilities, etc.
  6. 6. NOTE 10.1 ADVERTISING ANALYSIS 
  7. 7. iPad 4 ADVERTISING ANALYSIS 
  8. 8. PHYSICAL ATTRIBUTESPRESENTATION IN ADVERTISING  SAMSUNG GALAXY NOTE 10.1 Informative Advertising – Differentiation based on product attributes. The objective is to provide customers with information about the products Points of Difference. APPLE IPAD 4th GEN Combination of Reminder & Re-enforcement Advertising – Practiced by strong established brands. Reinforcement is aimed at current customers and aims to persuade them that they made the right choice
  9. 9. PHYSICAL ATTRIBUTES DERIVED 
  10. 10. POSITIONING STRATEGY  Dimension and Influence of Attributes Influence of Physical Characteristics Composite RelativeAxis Dimension Importance Display Resolution Storage Price Extra Features 1 Performance Low STRONG Moderate STRONG Slight Moderate 2 Convenience High Slight STRONG Slight STRONG STRONG 3 Economy Medium Slight Moderate Slight STRONG STRONG
  11. 11. POSITIONING STRATEGY Multidimensional Scaling: ECONOMY vs. PERFORMANCE  ECONOMY 10PERFORMANCE 5 0 -5 -10 -5 0 5 10 NOTE 10.1 iPAD 4 ECONOMY 5 -2 PERFORMANCE 4 7
  12. 12. POSITIONING STRATEGY Multidimensional Scaling: ECONOMY vs. CONVENIENCE  ECONOMY 10 5CONVENIENCE 0 -5 -10 -5 0 5 10 NOTE 10.1 iPAD 4 ECONOMY 5 -2 CONVENIENCE 8 5
  13. 13. POSITIONING STRATEGY Multidimensional Scaling: PERFORMANCE vs. CONVENIENCE  CONVENIENCE 10PERFORMANCE 5 0 -5 -10 -5 0 5 10 NOTE 10.1 iPAD 4 PERFORMANCE 4 7 CONVENIENCE 8 5
  14. 14. CONCLUSION  The NOTE 10.1 and iPAD 4 DO NOT compete head to head NOTE 10.1 positioning focused on utilization of tablet as Professional and Productivity tool, including and beyond just an entertainment device. NOTE target segment: Students & Professionals iPad 4 positioning focus on Premium, Innovative, High Performance, Media and Functionality utility. iPad 4 target segment: Premium Media Consumers EDUCATIONAL Education & Productivity Note 10.1 iPadP i 4 A D Entertainment ENTERTAINMENT

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