Marketing plan selling tablets assignment
Marketing plan selling tablets assignment
In the classroom the tablets will be interactive in the way that they will be able to link to each other and the professor for the ability to take a test or possibly share notes. For the student it will be easy to carry, easy to use, and reduce paper waste. The tablet will be able to hold E-books, be able to take notes, share notes, record lectures, and be a great classroom learning tool. Mission Statement Itch’s mission statement is: “ Itch’s mission is to become the leading, innovative provider of mobile information and communication terminals by providing innovative design, production and word- class logistics and service opportunities. Marketing Objectives Create product awareness though free trials and demos at trade shows the first year of production. Inform target audience about features and benefits of our product and its competitive advantage, leading to a 10 percent increase in sales in one year. Reach at least 5, 000 visits per year. Increase number of visits to our website. * Get the tablet system implemented in at least 3 major universities with pending contracts with at least 5. Generate 1, 000 leads over a one year period with a 3% sales ratio, selling to 30 schools in one year. Start developing a database specifically for the school tablet.
After here are 20 institutions in the database then start to create a best customer profile Industry Sales Trends: I. 2011 sales of tablets: * Forecasted 24. 1 million units in the United States it. 2010 sales of tablets * 10. 3 million units in the United States iii. Apple I-Pad expected to hold majority of market through 2012 lb. 201 5 sales of tablets 1. 82 million US consumers are estimated to be using tablets Competition: Kinney: 1. Geared toward K-12 learning 2. Features 2. 3. 4. Wi-If HID hook up USB port Google’s Android operating system 3. Controlled security features White listed websites approved by school 5.
This tablet is the top competitor. The number one strength of the pad is the brand it carries, Apple. Apple sold 3 million of the first pad in only 30 when first released in April 2010. During 2010, Apple sold 14. 8 million pads worldwide, representing 75 percent of tablet PC sales at the end of 2010. By the release of the pad 2 in March 2011, more than 15 million pads had been sold more than all other tablet PC’s combined. The pad is available for purchase through many retailers including Amazon, Wall-Mart, Best Buy, Verizon, and AT&T.
The pad has been launched in Australia, Canada, France, Germany, Italy, Japan, Spain, Switzerland and the United Kingdom, Austria, Belgium, Hong Kong, Ireland, Luxembourg, Mexico, Netherlands, New Zealand and Singapore, Israel, and China. Many colleges and universities have used the pad. Youngstown State University began offering three- hour rentals for the pad for its Fall 2010 semester, in addition to rentals for the Amazon Kindle, laptop computers, and Flip cameras. Apple’s tunes U is home to more than 350, 000 free lectures, videos, books, and bedposts from learning institutions all over the world.
Allows for consultations while the systems are integrated into institutions Target customer: Introduction of Tablet into university setting (years 1-3): Private Universities 20, 000 or more student enrollment $25, 000 (+) a year in tuition (not including boarding, books, other expenses. ) 2nd Phase of Tablet into university setting (years 3-5) Private and Public Universities * Private Institution * 10, 000 or more enrollment * Public Institution * 25, 000 or more enrollment $6, 000 (+) a year in tuition (not including boarding, books, other expenses. * User Influencer: Student body president/Faculty * Decision Influencer: CICS department/on campus computer techs * Gate Keeper: Secretaries of the school administrator would play critical role. Purchaser: Accounts payable * Advocate Influencer: The students, IT departments Marketing Research * Focus Groups Survey for school administrators (decision maker) Survey for students (end users) system Surveys would be distributed through the schools networking I. E.
Metro Connect Surveys could also be distributed in school admission applications this would allow for prospective students to give input Getting information from the not only the end user but people that would be utilizing the tab for education Survey Questions Purposes We will conduct a survey with both the administration and the students of major institutions across the country. The survey for the students will be directed at finding out what features are most important to them and how much they’re willing to pay for E-books this will help us develop our pull strategy.
To capture the approval of the end user, the S-Tab is created to be a student friendly technology device. The S-Tab has been created to be more durable than competitors. * Easy to use software programs and applications.. * Lightweight and easy to carry. * Providing a harder shell, rubber caps covering USB and HTML ports. Itch’s current USPS: “ Quietly Brilliant” ETCH will you being using a unique selling proposition (USPS) in the selling campaign of the S-Tab. The USPS for the S-Tab will highlight the positioning strategy, “ cheaper amp; better,” while integrating Itch’s current USPS.
The goal of the USPS is to be able and its product offer. This statement will make a lasting impression standing out from competitors. Itch’s S-TAB Quietly Integrating a Campus the Cost Effective Way…… Brilliant! Develop elements of marketing mix Product Strategy Tablets are a form of new technology to the market. Most all tablets are designed for personal use. With the S-Tab ETCH is providing a school specific tablet to enhance a student’s education. The core benefit that the tab offers is a way to better integrate a school enhancing a student’s education.
Promotion Strategy Advertising/PR/Promotion/Lead Generation Database Marketing- Because ETCH doesn’t currently market directly to schools the database marketing strategy will be based on using a business list rented from specialization’s. Com. The Marketing efforts will be directed towards the decisions makers who are the school administrators and members of the school board. * Direct mail- The direct mail piece will consist of a five page color catalog outlining the strengths and benefits of the S-Tab. Email- The email piece will be very similar to the direct mail piece and will include a PDF of the five page catalog. Telemarketing- telemarketing will be used as a follow up for the direct mail and email pieces. SEEM- Utilization of Search Engine Management techniques such as Search Engine Optimization SEE will increase traffic to the website. We expect 8% of the traffic will turn into a basic lead, 10% of those basic leads to become qualified leads, and 3% of the qualified leads to become actual sales.
There for we will need to put 4, 167 potential customers into the top of our website sales funnel per sale. Pull strategy- Since the students and facility are the end users we will employ a pull strategy and market directly to them using the following: 12. Fliers- distributing fliers on school campuses will raise awareness of the S-Tab and start creating a buzz among the student body. 13. Billboards/Banners- the use of billboards and banners will similar to the billboards and banners the magazine ads will help boost product recognition.