Client pitch presentation strategies and best practices

Marketing

IMC for the HP Slate

In 2013 HP had a second attempt at entering the tablet market. In 2010 they launched a tablet, which was competitive in terms of price and features, but failed to gain sufficient market share against the competitors and HP withdrew from the tablet market. Now, in 2013 they have once again entered the tablet market, but to be successful they need to have strong marketing, as well as a good product, especially when the firm will be competing against forms such as Google, Samsung and Amazon. The aim of this presentation is to present an outline for an integrated marketing campaign.

Before developing the integrated marketing campaign (IMC) it is necessary to review the product that it will support. The HP Slate is a tablet computer. It is available in either a dark grey/black color or red, with a soft touch backing which makes the tablet comfortable to hold. The Slate is a smaller size tablet with a 7-inch screen and is provided with the Android Jelly Bean operating system. A point of differentiation is the integrated 'Beats Audio" system and speakers, which are incorporated to give superior sound. The retail price in the U.S. is $169, but there are often offers which bring this price down slightly, or offer a cash back. With the functionality offered and price range, it is competing directly with the Samsung Note, Google Nexus and Amazon's Kindle Fire.

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The propose integrated marketing campaign will take place across many different media channels including, but not limited to, television, magazines and newspapers, billboards, and the internet, including You Tube and social media, such as Facebook.

The focus of the IMC will be that of empowerment to support the consumers' lifestyle. Kotler and Keller (2011) note that when consumers purchase products, the motivation is the function of the benefit that the product will provide. For example, when purchasing a bed the consumer is buying the ability to have a goo nights sleep, and when buying a drill they are purchasing the ability to make holes (Kotler and Keller, 2011). When they purchase the Slate they are also purchasing the benefits it will provide. The IMC will emphasize those benefits by showing users how to gain the most from their tablets. This will help to support sales for the product as well as enhance the brand name. This will be the theme on the TV adverts, where users are shown taking advantage of different features. This will be supported by tutorials on the HP web site and You Tube, showing Slate users how to perform different tasks that they may find useful, from basic tasks such as setting alarms and access media, through to more advanced functions such as the use of innovative apps and syncing their tablets with other devices etc. The lessons will allow for feedback, and new lessons or tutorials will be released every week. The empowerment will be supported though social networking media, including a highly interactive Facebook page where users can get advice and tips. The users will also receive an invitation to join the 'exclusive' Slater users group, which will be an online forum with a unique URL, where they will get advance notice of new apps that may be useful and new on their slate, as well as be able to give feedback on their experiences.

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The initial print advertisement will support the idea of empowerment, with the tag line for whoever you are and whatever you want to do. The bottom of the advert will give details of where support and tutorials can be found, including the company Slate web page, the Facebook page, the You Tube channel. The advert may also incorporate a QR code. Later advertisements will build in this idea and show different uses.

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