Marketing mix strategies for tablet PC market success

Marketing Mix for a Tablet PC

The introduction of the Tablet PC in its many forms, from the minibook and netbook to the iPad, all share a common series of marketing mix attributes which are analyzed in this paper. The four Ps of marketing are discussed with emphasis on the strategies marketers rely on to increase market acceptance and sales.

Price Strategy

Differentiation is increasingly becoming difficult for marketers to attain with the many form factors and types of Tablet PCs. Pricing is one of the most powerful differentiators in that it can communicate value and unique position in the market, especially for Tablet and laptop PCs (Ozok, Benson, Chakraborty, Norcio, 2008). The pricing strategy that would be of the most value would concentrate on communicating the unique, high value of the Tablet PC being introduced, while also ensuring enough profits are generated as well. The pricing strategy for the proposed Tablet PC in this scenario would also charge a premium for being connected to the Internet all the time through 3G wireless connections. Apple has employed this same strategy with the highest-end of their iPad product line for example (Ozok, Benson, Chakraborty, Norcio, 2008).

Place or Distribution Strategy

For the Tablet PC to be a success, it needs to gain acceptance through the best possible distribution channels that can generate profitability and customer loyalty. The selection of a multichannel strategy is critically important to the success of any Tablet PC, as it broadens the market reach of a new product and ensures every addressable segment is reached (Anderson, Schwager, Kerns, 2006). Choosing to sell the Tablet PC online, through specialty retailers who concentrate on PCs including BestBuy, and also creating enterprise-wide purchasing programs will all contribute to more profitable sales levels over the long-term. The chosen launch strategy for the Tablet PC is one of selling through multiple channels, supporting all with a concerted pricing, promotion and product strategy that attracts as many potential customers as well.

Promotional Strategy

The freedom that Tablet PCs provide is a major focus or theme of the promotional strategy for the proposed system. Relying on event marketing and programs to underscore the usefulness and versatility of Tablet PCs will further make this point clear. In addition to these factors, the promotional strategy will also be multichannel to support each type of selling strategy. Promotional efforts will concentrate not on price, but value and extreme freedom possible with a Tablet PC capable of completing complex tasks.