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Nexus 7

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by

Carter Diamond

on 6 August 2013

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Transcript of Nexus 7


Stefan Keim, Miranda Chen, Bo Huang, Carter Diamond, Vincent Olivas

PrevIew
Objective:
Increase market share of Google Nexus 7

Advertising Campaign:
TV commercials
Retail kiosks
Internal AnalysIs
In 2012, there has a significant jump in tablet features and functional benefits
Current Issues

Low consumer awareness


1. Refine target market
2. Effectively position the tablet
External AnalysIs
OpportunItIes:
Threats:
Strengths:
Weaknesses:
COMPETITORS
Apple IPad
Strengths:
iCloud
Large advertising budget
Weaknesses:
Expensive
OpportunItIes:
Release new tablet fast
Threats:
Flood of new tablets
KIndle FIre HD
Strengths:
Unlimited cloud storage
Battery life of 10 hrs
Weaknesses:
Limited app selection
OpportunItIes:
Continued release of new versions
Threats:
Many low end tablets entering the market
Samsung Galaxy
Strengths:
Dual Core Processor
High quality Speakers
Weaknesses:
Low Resolution Camera
Only 16GB of Storage
No Mobile Data Support
OpportunItIes:
Increase Storage
Add Mobile Data
Threats:
Release of iPad Mini
AdvertIsIng
Strategy
Promote Existing TV Commercials
Develop New TV Commercials
Establish Retail Kiosks
EstablIsh RetaIl KIosks
Develop New TV CommercIals
Controls + ContIngency
Break-Even AnalysIs
fInances
Brand image
Low price
Android OS
Hardware
Battery Life
Small Size
Storage options
GPS chip
Small market share
Lack of application
Low familiarity  
No mobile broadband
Display screen
Single camera
Apple iPad Mini
Increased Competition
Apple Advertising
Generate buzz
Market to children
Increase Market Share
Release New Versions
ObjectIves
Key Issues
1. High Competition
2. High Switching Costs
3. High Price
Objectives
Contingency Challenges
Market Trends - Tablet vs. Smartphone
Improvements

139,351 Units

Two new TV spots

Increase 20%

7 million tablet sales
Produce Effective Ads

Increase Market Share

Increase Sales
The Tablet Industry
Global tablet market projected to reach:
Problem:


Strategy:


Advertising Budget = $4,737,950
Total Profit Margin = $34

Since 2010, companies had trouble stealing away market share from Apple.
$40.4 billion by the end of 2012
$181.5 billion by 2018
ImplementatIon
NOVember
-CBS
-USA
December
NOVember
Production
Disney Channel
and
Nickelodeon
December
January
NOVember
Implement Kiosks
December
January
February
March
AprIl
Market Research
and
Construction
Evaluate Performance
CURRENT TV SPOTS
NEW TV SPOTS
RETAIL KIOSKS
Projected Cost:
$4,737,950
Retail Kiosks
Commercials
Sales Promotion
Full transcript