This document outlines a marketing plan to launch a new tablet for women in the Japanese market. It identifies key tasks like entering major retail chains and using physical and online advertisements. The target customers are identified as young single working women and women with older children who work. The marketing concepts to feature in ads focus on easy interface, handwriting accuracy, data protection, and using a pen. Specific advertisement placements are recommended in retail outlets, trains, and magazines targeting different age groups. An online marketing strategy and after-sale support are also outlined.

1. On Tablet for Women

2. Table of Contents
1. Entering Japanese Market
2. The 2 Tasks
3. Japanese Channels
4. Who are our customers (end users)
5. Marketing Concepts
6. Physical Ads – Product display
7. Physical Ads – Trains
8. Physical Ads – Magazines
9. Online Ads
10.Marketing promotions
11.After-Sale Support

3. Entering Japanese Market
 Japan has been the fashion & technology leader of Chinese
(Mainland China, Taiwan, Singapore) and rest of Asia
market.
 Thus, a successful launch in Japan can be a great auto-
advertisement for other regions.
 We should avoid too many hands in sales channel.
The ideal way:
Manufacturer
Outlet
Channels
End Users

4. 2 Tasks to Enter Japanese Market
To Enter chain store
channels
One or more big channels:
1. Yamada Denki
2. Kojima
2. BIC CAMERA
4. Yodobashi
Online shopping by the
channel’s webstore
Product Exposure
Physical Advertisements
Internet Advertisements

5. Japanese Channels
How to enter:
 Assistance from Company’s consultant or other connections.
(To do business in Japan, it’s all about Connections…..)
 The Presenter must emphasize on Teco Group’s background.
 Show product’s 1. quality, 2. uniqueness, 3. marketing support and 4.
high profit margin to the prospects.
Entering
big chain
stores
50% of
Success

6. Who are our customers?
A research on Japanese women:
Conclusions:
We should target :
 Young single women
with work
 Women of elder
children with work
These women have the
most spendable income.

7. Marketing Concepts
Before spending budget on Ads, we should know what to put on the Ads.
According to the studies I have done so far and the basic understanding of
the new Tablet, I come up with 4 concepts:
• well I just made this up,
but it is important to offer
an easy interface and
special App for women.
• Stress on the
accurate hand-
writing function
• Stress the special
protection technology
• Stress the use of a pen
“It’s
smarter to
use a pen”
“Your best
secret
keeper”
“The best
connection
to all your
friends”
“It’s better
to write
than type”

8. Physical Ads (1)
1. Product displace section to give users a real operating experience.
2. Ideal spots: Retail outlets, booths outside shopping centers etc.
3. A Sales Supporter to assist customers, answering questions.
A well-trained sales
supporter at display
section is important!

9. Physical Ads (2)
1. Banners inside Trains (電車) and stations (地鐵站).
2. Main Lines: JR Yamanote Line, Keihin-Tohoku Line, Shinkansen.

10. Physical Ads (3)
Advertisement on Magazines:
1. CamCam <小學館> reader age group: 30+ OL
2. Vivi <講談社> reader age group: 16~35 students & OL
3. Sweet <日本寶島社> reader age group: 25~ 29 OL
4. 日經WinPC <日經BP社> women are not the main reader group, but
it’s the 1st choice for computer professional readers.
5. NIKKEI PERSONAL COMPUTING <日經BP社> readers are business
high-end users.

11. Physical Ads (3)
An example to use the Marketing Concept into the physical ads:
A photo showing a hand with beautiful nail art is using the tablet.
A big cross on it.
The text next to it “ It’s smarter to use a pen”.
Reason:
A touch tablet is a nightmare for women with long nails and nail ornament.
The device usually can’t sense the touch of nails.
We should emphasize the use of a pen, especially right after the
magazine’s introduction of new nail products, and inside the Train.

12. Online Ads
1. An official website. (must show links on where to buy)
2. An offical facebook page. (must show links on where to buy)
3. A YouTube channel with video advertisement. (to educate users,
and the videos are to be linked from official site or distributor’s page)
4. Google AdWord.
5. Ad on facebook
6. Ad on YouTube
* Each online channel has its own strategy.

13. Marketing Promotions
Some suggestions to aid the sales of Tablet for women:
• A pen with Swarovski crystal
• Special limited design cover, similar to famous brands:

14. After-Sale Support
 Online Support Center
 Toll-free customer call center
 Product return/ repair center

15. The End
Thank you!