The document discusses market analysis and strategies for tablets in Iran. It segments the tablet market based on factors such as user needs, price points, brands, and applications. It analyzes the Iranian consumer behavior and usage of tablets. It also provides a price positioning analysis of various tablet brands in different screen sizes and storage capacities. Finally, it discusses brand portfolio strategies and potential product naming conventions for a new local tablet brand.

1. Follow me on:
‫تحلیل‬‫برندها‬،‫قیمت‬‫ها‬‫و‬‫تبلیغات‬
‫بازار‬‫تبلت‬‫ایران‬‫و‬‫پیشنهاداتی‬
‫برای‬‫یک‬‫برند‬‫محلی‬

2. Table of Contents

3. Consumer
Behavior
1.

4. 44% 23%
21-34 Ys
31%
35-54 Ys 35-54 Ys
Who Uses Tablets?
Age , Gender
Source: OPA
52%
men
48%
women

5. Tablet is mainly used
at home (67%), at
work/school (15%), In
car (14%)
Source: InMobi / Mobext – UK &
Magid Mobil Landscape Study

6. Tablet use peaks between
6pm and midnight
Source: InMobi / Mobext

7. 51% use a tablet to
fill what would
previously have been
“dead time”
Source: InMobi / Mobext. UK

8. Tablets is used for a wide variety of
activities
Average 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)

9. Communicating with a friend
76%
Entertainment
70%
Finding out information
69%
Shopping
61%
Banking
54%
Communicating for business
30%
Entertainment
79%
Communicating with a friend
76%
Finding out information
66%
Shopping
48%
Banking
28%
Communicating for business
26%
Entertainment
81%
Finding out information
81%
Communicating with a friend
78%
Shopping
69%
Banking
45%
Communicating for business
34%
Source: InMobi / Mobext (UK)
Tablets are used in equal measure for both functional
and entertainment

10. 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, news
Magazines
Playing Games
Listening to Music
Watching Video
Email
Create/Edit files
General Work Use
Specific Work Use
PC Vs. Tablet
(Activities)
Source- Opinion mining survey by Amplified Analytics
Personal Computer Tablets

11. 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

12. 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

13. A Brief Survey on Iranian Consumers

14. 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

15. 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”

16. Market Analysis
(Segmentation)
2.

17. Needs:
Entertainment (movies,
songs, games, e-books etc.)
Add-on devices like
camera, GPS navigation
Internet browsing, email,
e-commerce
Moderate disk space (16-
64 GB)
Products:
Apple iPad, Samsung Galaxy
Note, Google Nexus,
Needs:
Office application support
Seamless integration with
company’s VDI, corporate
exchange email and work-based
calendar
Security, rugged design
High speed 3G/UMTS,WiFi
connectivity
Keyboard extension
Expendable 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

18. oNormal touchscreen-
driven tablets
oNo keyboard, mouse
functionality
oEx. Samsung Galaxy
Tab series, Kindle Fire
oHigh-end tablets
oPositioned similar to
“ultrabooks” in laptop-
market
oEx. Asus Transformer
Prime, Microsoft
Surface
Media Tablets Hybrid Tablets
Feature-Oriented
Segmentation
Market moving from media tablets to hybrid
tablets

19. Primary Use-Based Segmentation
Iran

20. Specific functionality
Less applications
available
Ex. Barnes & Noble
Nook
Amazon Kindle
Comparatively cheaper
Various possible uses
Large variety of
applications
Ex. Apple iPad, Galaxy
Tab, Amazon Kindle Fire
Higher cost
Single-purpose Tablets Multi-purpose Tablets
Marketing Focus- Based
Segmentation
Consumers moving from single-purpose tablets to multi-purpose tablets
Willingness to pay for features
Demand for e-readers declining sharply

21. Better penetration
Targeting
companies- Apple,
Sony, Asus/Google,
Samsung,etc.
Consumer lifestyle
suitable
Grossly underpenetrated
Targeting companies-
Huawei, Ainol,Axtrom,
ViewSonic, Innovel,etc.
Tablets would provide
cheap option for
connectivity and availability
of information
Highest growth expected
in next three years
Urban Areas Rural Areas
Geographical Segmentation

22. 40%
36.4%
34%
IRAN
Saudi Arabia
Egypt
Smartphone
Subscribers
Growth
Source- Informa telecoms & media 2013

23. 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

24. Price
Positioning
Analysis
2.1

25. 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

26. 7” (inches)
3. Price
Positioning ( a market survey on prices,
Jan 2014)

27. 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)

28. 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

29. 8” (inches)
3. Price
Positioning ( a market survey on prices,
Jan 2014)

30. 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)

31. 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)

32. 10” (inches)
3. Price
Positioning ( a market survey on prices,
Jan 2014)

33. 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)

34. 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)

35. Market Brands
Portfolio Strategy
& Extensions
2.2

36. 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

37. Multinational
recognized bran
Brands Portfolio analysis
Brand Laptop/notebook Tablet Pc Cellphone/Smartpone
Huawei
LG
Acer
HP
Fujitsu
Hyundai
Gigabyte
Creative
Haier
Multinational recognized brands

38. Brands with
Chinese-origin
image & Loca
Brands
Brands Portfolio analysis
Brand Laptop/notebook Tablet Pc Cellphone/Smartpone
Prestigio
Mercury
Dimo
Gigabyte
GLX
Marshal
Brands with Chinese-origin image &
Local Brands

39. Televisions
DVD
Players
Digital
Receivers
Tablets
What is the logic behind
the extensions?
We think that the
extension in this step
had 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.

40. Brand architecture is the way in which the brands within a
company’s portfolio are related to, and differentiated from,
one another.
The architecture should define the different leagues of branding
within 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 corporate
brand to which they belong.
Brand Architecture
Definition

41. Brand Relationship
Spectrum
Source :David Aaker brand leadership (2000)

42. Xperia™ Tablet Z
Xperia™ Tablet S
Corporate Brand Sub Brand Series Name Version
Product Naming Strategy

43. Corporate Brand Sub Brand Version
Product Naming Strategy
Series Name
Stylistic
Q Series
T Series

44. 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

45. Product
Analysis/Comparison
3.

46. Archos 101 XS - 16GBAcer Iconia Tab
A510 - 16GB
Acer Iconia Tab A210
- 16GB
Huawei MediaPad
10 Link - 16GB
X.Vision XL10 - 300S
POD
POD

47. Archos 101 XS - 16GBAcer Iconia Tab
A510 - 16GB
Acer Iconia Tab A210
- 16GB
Huawei MediaPad
10 Link - 16GB
X.Vision XL10 - 300S
POD
POD

48. Archos 101 XS - 16GBAcer Iconia Tab
A510 - 16GB
Acer Iconia Tab A210
- 16GB
Huawei MediaPad
10 Link - 16GB
X.Vision XL10 - 300S

49. Archos 101 XS - 16GBAcer Iconia Tab
A510 - 16GB
Acer Iconia Tab A210
- 16GB
Huawei MediaPad
10 Link - 16GB
X.Vision XL10 - 300S

50. Archos 101 XS - 16GBAcer Iconia Tab
A510 - 16GB
Acer Iconia Tab A210
- 16GB
Huawei MediaPad
10 Link - 16GB
X.Vision XL10 - 300S

51. Market Brands
Country of Origins
4.

52. Apple
Lenovo
HP
Blackberry
Motorola
Dell
Microsoft
Coby
Amazon
Nokia
Prestigio
energysistem
Haier
Archos
Point of view
Asus
Acer
Msi
Gigabyte
Innovel
Jetway
Huawei
Ainol
Gs-pad
Pipo
Sony
Fujitsu
Mercury
Creative
Samsung
LG
Hyundai
HTC
Axtrom
Viewsonic
Arnova
I-life
Twinmos
Univo
Smarttouch
Viva
Dimo
GLX
Marshal
Daya
Tablet Brands Country
of Origin
Source- Companies Official Websites (2014)

53. Country
of Origin
Image
Belief
Brand
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 the
originality of it (South Korean), all branded activities, materials , packages,
designs and product information catalogues must enforce this image to protect
the brand from being perceived as another Chinese one .

54. Competitors Messages
5.

58. Competitors Ads Placements
6.

59. In-store banner Ads.
Ads
Placements

60. In-store poster Ads.
Ads
Placements

61. In-store product shows.
Ads
Placements

62. Store Branding.
Ads
Placements

63. Store Display Branding.
Ads
Placements

64. Shopping Center interior Ads .
Ads
Placements

65. Shopping Center interior Ads .
Ads
Placements

66. Shopping Center Exterior Ads .
Ads
Placements

67. Shopping Center Roadshow.
Ads
Placements

68. Print Advertisement.
Ads
Placements

69. Print Advertisement.
Ads
Placements

70. Gadget/Accessories
Development
9.

72. Solved?