TEAM M

FINAL PRESENTATION ADMS 4250

Marketing Strategy: Analysis of Positioning Strategies between Competing Firms

Direct positioning strategy comparison of Samsung

Galaxy Note 10.1 vs. Apple iPad 4 Both the products compete in the Tablet Computer

Industry Basic functionalities of a Tablet includes

- Browse the internet- Entertainment/Media – Music, videos, pictures, games, etc.- Portable mobile document storage device- Video Teleconferencing

Advanced Tablets incorporate technologies such as GPS and Sketchbook.

INTRODUCTION

PRODUCT COMPARISON

Samsung Galaxy Note 10.1

Apple iPad 4

10.1 inch LCD Display 9.7 inch LCD

1,280 x 800 Resolution 2,048 x 1,536

Android 4.0 OS iOS 6.0

5MP Rear Camera 5MP

$499 (32 GB) Price $499 (16 GB)

DIRECT CHANNELS

INDIRECT CHANNELS

Note 10.1

DIRECT CHANNELS

INDIRECT CHANNELS

iPAD 4

DISTRIBUTION CHANNELS

PRICE :

Indication of features and quality. Can be as expensive as buying a conventional laptop.

STORAGE : 16 GB, 32 GB and 64 GB to hold Media and document files.

DISPLAY: Primary interface for user. Preview, edit, browse, etc.

RESOLUTION: Clarity and sharpness of picture quality.

EXTRA FEATURES : Retina display, Stylus Pen, Phone Capabilities, etc.

PHYSICAL ATTRIBUTES

NOTE 10.1 ADVERTISING ANALYSIS

Frame of Reference: TABLET COMPUTER

Points of Parity: Product Category Physical Attributes

Points of Difference: STYLUS Pen, Multitasking, Educational & Professional Applications

Frame of Reference: TABLET COMPUTER

Points of Parity: Product Category Physical Attributes

Points of Difference: Retina Display, GPS & Apps

iPad 4 ADVERTISING ANALYSIS

SAMSUNG GALAXY NOTE 10.1

Informative Advertising – Differentiation based on product attributes. The objective is to provide customers with information about the products Points of Difference.

APPLE IPAD 4th GENCombination of Reminder & Re-enforcement Advertising – Practiced by strong established brands. Reinforcement is aimed at current customers and aims to persuade them that they made the right choice

PHYSICAL ATTRIBUTES PRESENTATION IN ADVERTISING

• PRICEECONOMY

• DISPLAY• RESOLUTION

PERFORMANCE

• EXTRA FEATURES• STORAGECONVENIENCE

PHYSICAL ATTRIBUTES DERIVED

Dimension and Influence of Attributes

POSITIONING STRATEGY

AxisComposite Dimension

Relative Importance

Influence of Physical Characteristics

DisplayExtra Features

Resolution Storage Price  

1 Performance Low STRONG Moderate STRONG Slight Moderate  

2 Convenience High Slight STRONG Slight STRONG STRONG  

3 Economy Medium Slight Moderate Slight STRONG STRONG  

  NOTE 10.1 iPAD 4

ECONOMY 5 -2PERFORMANCE 4 7

POSITIONING STRATEGYMultidimensional Scaling: ECONOMY vs. PERFORMANCE

PE

RF

OR

MA

NC

E

ECONOMY

5

0

-5 0 5

-5

10

10

-10

  NOTE 10.1 iPAD 4

ECONOMY 5 -2CONVENIENCE 8 5

POSITIONING STRATEGYMultidimensional Scaling: ECONOMY vs. CONVENIENCE

CO

NV

EN

IEN

CE

ECONOMY

-5

-5

0

0

5

5-10

10

10

  NOTE 10.1 iPAD 4

PERFORMANCE 4 7CONVENIENCE 8 5

POSITIONING STRATEGYMultidimensional Scaling: PERFORMANCE vs. CONVENIENCE

CONVENIENCE

PE

RF

OR

MA

NC

E

0

5

10

-5

-10-5 0 5 1

0

The NOTE 10.1 and iPAD 4 DO NOT compete head to head NOTE 10.1 positioning focused on utilization of tablet as Professional

and Productivity tool, including and beyond just an entertainment device.

NOTE target segment: Students & Professionals iPad 4 positioning focus on Premium, Innovative, High Performance,

Media and Functionality utility. iPad 4 target segment: Premium Media Consumers

CONCLUSION

ENTERTAINMENT

EDUCATIONAL

iPAD

Education & Productivity

Entertainment

iPad 4

Note

10

.1