Eleftria Tablet PC Marketing Plan: Strategy & Analysis
This paper presents a comprehensive marketing plan for the Eleftria Tablet PC, a household-management device built on a customized Android operating system with integrated EV-DO and Wi-Fi connectivity. The plan outlines how the product supports Eleftria's mission statement, defines target market demographics, and establishes objectives across the four elements of the marketing mix. It applies a three-way consumer product classification framework and conducts a competitive situation analysis using both a SWOT assessment and Porter's Five Forces model, identifying engineering expertise and supply chain strength as core competencies while acknowledging weaknesses in localization and enterprise support.
- Introduction and Product Overview: Product concept, features, and mission statement
- Product Support of Mission Statement: How product design fulfills mission goals
- Marketing Objectives and Target Market: Four Ps objectives and demographic targeting
- Competitive Situation Analysis: Consumer classification and Porter's Five Forces
- SWOT Analysis: Strengths: Engineering, supply chain, and distribution strengths
- SWOT Analysis: Weaknesses: Localization gaps and enterprise support deficiencies
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What makes this paper effective
- It integrates standard marketing frameworks — the four Ps, the three-way consumer product classification, SWOT analysis, and Porter's Five Forces — into a single coherent plan, showing how each tool reinforces the overall strategy.
- The paper grounds abstract marketing objectives in concrete figures, such as the demographic breakdown table and the $500 price-point rationale relative to the iPad2, making the argument measurable and credible.
- The mission statement is explicitly tied back to product decisions (EV-DO integration, multi-role Android access, build-to-order customization), demonstrating alignment between corporate identity and tactical choices.
Key academic technique demonstrated
The paper demonstrates applied framework analysis — the practice of selecting established business models (SWOT, Porter's Five Forces, consumer product classification) and systematically applying them to a specific product scenario. Rather than describing the frameworks in the abstract, the author populates each category with product-specific evidence, which is the hallmark of graduate-level business writing.
Structure breakdown
The plan opens with a product overview and mission statement alignment, then moves into marketing objectives organized by the four Ps. The competitive analysis section uses a formatted table to apply the three-way classification system, followed by a SWOT analysis broken into clearly labeled subsections for each strength and weakness. This layered structure — from vision to tactics to competitive positioning — mirrors a professional marketing plan format.
Introduction and Product Overview
The Eleftria Tablet PC is a revolutionary product that combines the latest developments in networking technologies, an open-source operating system to keep costs low, and the ability to act as a central scheduling device for busy households. As of September 2011, no tablets or low-end smartphones have the ability to synchronize to multiple schedules while also communicating over Wi-Fi to all devices in a household. This Tablet PC is designed for managing a household's many tasks, drastically reducing the time spent coordinating with other household members around key activities.
Because this device is able to interact and integrate with all Wi-Fi networks in the home, enhancements could be built that would take inventory of commonly depleted items such as milk, bread, cereal, or frozen dinners. The ability to tap a single icon on the tablet while out shopping to see what is needed at home could save hundreds of trips over the course of a year. The Eleftria Tablet PC will also include EV-DO technology on the motherboard, ensuring the device can stay connected to the Internet regardless of location or the availability of a Wi-Fi signal (Apple Investor Relations, 2011).
The unique value proposition of the Eleftria is to communicate convenience, efficiency, and cost savings by enabling better communication throughout a home. A customized version of the Google Android operating system will need to be created specifically to support this device. Because Google has made adoption of their operating system a priority, this is expected to be achievable relatively quickly.
In defining and marketing the Eleftria Tablet PC, it is important to ensure it aligns with the company's mission statement: "Our passion is improving the quality of life for our customers through the use of innovative designs and state-of-the-art electronics, freeing them to live life how they choose. Eleftria!"
Product Support of Mission Statement
Freeing customers to live the life they want begins with a tablet PC that can be used anywhere, anytime, by anyone in the family. The Eleftria Tablet PC will serve as an information appliance, giving those who keep a household running all the software applications they need to do so smoothly. In supporting the mission statement from a product standpoint, the Eleftria will include an EV-DO chipset that, when configured during production, can turn the entire device into a mobile hotspot (Apple Investor Relations, 2011).
Supporting the entire tablet PC will be a specially designed version of the Google Android operating system, featuring multi-role-based access, strong security, and a heavy emphasis on data synchronization with Microsoft Outlook, Yahoo Mail, and other widely used email clients. The proven use of secured Bluetooth and Wi-Fi technologies in home environments will also be relied upon to ensure real-time integration with other systems and devices throughout the home (Cooke & Buckley, 2008). The Eleftria will also be sold through a build-to-order program, ensuring families can customize it to their unique needs.
Marketing Objectives and Target Market
The Eleftria is designed to meet the specific needs of the largest and fastest-growing segments of the tablet PC market globally. Apple tracks iPad sales globally by demographic group and reports them to the U.S. Securities and Exchange Commission in Forms 10-Q and 10-K (Apple Investor Relations, 2011). Because Apple holds well over 80% of the tablet market, their demographic estimates are broadly representative of the total market. These analyses show that the male 18–45 segment accounts for the majority of tablet sales today, primarily driven by gaming and business productivity use. Closely following this segment is the female 18–45 segment, many of whom are working mothers. The Eleftria Tablet PC is designed for those women and their families, giving them the freedom to coordinate both work and home scheduling, tasks, deadlines, and application use across both roles. The EV-DO technology included in the Eleftria frees them from dependence on a Wi-Fi connection.
Figure 1: Smartphone and Tablet PC Demographics, 2010
Based on an analysis of sources: (Einhorn, 2011; Apple Investor Relations, 2011; Franke & Schreier, 2010)
The best goal any new product can set is to be revolutionary and redefine an entire market. This is the goal of the Eleftria Tablet PC, supported by an innovative build-to-order strategy that allows consumers to configure whatever model they choose.
There is a clear price–quality relationship in all products, and the Eleftria must be priced high enough to ensure profitable sales while also communicating high value and exclusivity. Pricing will be set above the iPad and below traditional PCs, at $500 for the fully featured unit with EV-DO technology — $100 less than the current pricing of the iPad 2 with a contract commitment. EV-DO also eliminates the need for wireless carrier contracts.
Multichannel sales is the primary objective for this element of the marketing mix, with distribution through Amazon.com, Best Buy, Walmart, and many other retailers. Discount outlets including Costco and Sam's Club will also carry the Eleftria. It will additionally be sold online, where customers can configure their specific model of choice.
In Greek, Eleftria means freedom, and that is precisely how this device will be promoted. Freedom from reliance on a strong Wi-Fi signal, freedom from paper calendars at home that fail to sync with work schedules, and freedom to communicate with family members anywhere in the world at any time — these will all be key promotional themes. There will also be a strong focus on events that underscore the freedom message, as well as a full suite of social networking strategies including Facebook fan pages for the Eleftria, its fans, and its applications. The promotional slogan "Take back your freedom with Eleftria!" will be used throughout all materials.
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