1. Microsoft Surface
IMC Strategy
By:
Luis Sierra, Jackie Zhu, Paul Layton, Juan Penagos, Tim Jones

2. Industry Background
•
Ownership
– About 1/3 of Americans own a tablet
– Tablet ownership has nearly doubled from ‘12-’13
– 217% growth of ownership in 2011-2012
slowed down to 79% growth
– Growth is expected to
continue as 11% say they plan to
purchase within 6 months
•
Projections
– 60% of online consumers
will own tablet by 2017 and
905 million people worldwide
•
Market Share 2013
– Apple is leader at 30%
(Down from 40%)
– Samsung gaining momentum at 20%
– Microsoft is at 1%

3. Product Review
•
Surface Pro: Intel Core i5, USB 3.0, kickstand, 64GB up to 512 GB, 4/8GB system
memory
•
Sales history: +$853m, - $898m ads, -$900m RT inventory adjustment

4. Weaknesses:
Strengths:
Lower screen resolution than iPad
and some Androids
Multi-task
Microsoft office
Full keyboard attachment
USB port/Memory Card Slot
More expensive than most tablets
Battery life
SWOT
Opportunities:
Demand of tablet industry
80% of software platforms at
work are Windows
TabTop industry will be created
Threats:
Apple has dominated market and
has high loyalty
Android tablet sales are
increasing
High saturation and competition

5. Competitive Review

6. Competitive Review
Attributes
Price
10.0
9.0
8.0
7.0
OS
PPI
6.0
5.0
4.0
3.0
2.0
1.0
0.0
Weight
Ratings
Processor
Surface Pro
Battery Life
iPad 4
Galaxy Note 10.1

7. Survey Results

8. IMC Core Objectives
1.Educate Target Market of Features
a
2.Increase Product Awareness

9. Our Target Objective
80% of corporate world works with PCs
DEMOGRAPHICS
• Age: 35-55 Working Professional
• Sex: Mostly Male
• Marital Status: Married
• Education: Collegue Degree
• Ethnic origin: Anybody
PSYCHOGRAPHICS
• Personality:
 Concerned with work efficiency
 Busy, on-the-move lifestyle
 Constantly seeking up-to-the-minute news
 Family oriented
• Way to capture a younger audience
• Household income
 At least US60.000

10. Advertising Recommendation - TV Spot 1

11. Advertising Recommendation - TV Spot 2

12. Print
• Targeting Business
professionals, 35-55, in Urban
Areas
• Primarily in magazines
–
–
–
–
–
Business week
Entrepreneur
Forbes
Fortune
The Economist
• What we want to communicate:
– The Around the Clock #TabTop
– Work - Watch - Play
– The #TabTop that does
everything

14. Outdoor Recommendations
•
•
#TabTop in all ads
Highway/mass transit billboards
featuring Surface in various
situations:
– Scheduling: First of the year to
generate buzz
– Goal: to generate social media
buzz and show functionality

15. Outdoor Recommendations
Large-scale Surface on highly-visible buildings
– Scheduling: Start of 2Q 2014
– Goal: Attract eye of travelers

16. Customer-Oriented Sales Promotion

17. Customer-oriented sales promotion
• Activation: Grand Central Station (NYC), Union Station (Chicago), Union
Station (D.C.)
– Spacious, eye-catching area with large video board and at least 20 devices
available for travelers to use
– Live demonstrations on big screen
– Signage promoting device’s key details
– Customer service representatives to answer questions or process orders
– Give-aways, trivia competitions, various other activities
• Business class air/train travel

18. Trade-Oriented Sale Promotion
• Surface department store sales training – 87
• Slotting allowance:

19. Trade-Orientated Sale Promotion
• Expo: major presence in Q1 2014 at technology-related events
and targeted business segments.
• Major highlight events:
–
–
–
–
–
Consumer Electronics Show: Las Vegas, January.
IPC Apex Expo: Las Vegas, March.
International Wireless Communications Expo: Las Vegas, March.
Optical Fiber Communication Conference: San Francisco, March.
Interop: Last Vegas, March
• Will re-evaluate after Q1 2014 and determine future events.

20. Social Media Promotions
Objectives
Brand
Awareness
Skype, Facebook,
YouTube, LinkedIn
In-depth
Information
Facebook,
YouTube
PR,
Sales Promotion
Twitter,
Facebook

21. Social Media Promotions
• #TabTop
• USA contest to win 2000
Surface for a school
• Incorporate with other events
• Album: introducing Surface’s
versatile features
• Status: news and value

22. Social Media Promotions
• #TabTop
• Customer feedback
• Immediate problem solving
• Incorporate with
Facebook/YouTube

23. Social Media Promotions
• #TabTop.
• Sync all the commercial on TV.
• Videos introducing Surface’s
versatile feature.
• Virus Marketing - using
celebrities as Ashton Kutcher.

24. Social Media Promotions
We will put the product in all
the video calls that people
make for free. (business person
use Skype to call their families
while the are traveling) and
their most influential social
circles as well.

25. PR Recommendations
• Community Involvement
– School giveaways, fundraising etc.
• Press Releases on software updates, Interview with the media.
– Have an approachable face of upper management
• Active reactions to negative complaints
– Via Twitter, Facebook, etc.
• Empower Surface proponents,
get feedback.

26. Budget Summary
SURFACE BUDGET 2014
US: 900 Million
10%
Media
5%
Print
40%
15%
Internet
Consumer Promo
Outdoor
10%
Public Relations
Trade Promo
5%
15%

27. Measurement/Evaluation
• Market survey already taken
– Re-distribute quarterly
• Monitor sales
– Especially corporate sales
• Social media buzz
– #TabTop and Surface mentions
– Youtube hits on #TabTop commercial series
• Customer feedback/reviews

28. Conclusion
Focus on
features
Gain
market
share
Increase
brand
recognition