Analysis of Promotional Program Situation - Essay Example

Submitted Analysis of Promotional Program SituationThe name of the product under consideration for marketing is Tablet360. The product is hopefully going to be The Super-Thin Touch-Screen “Everything” Card. The device incorporates a number of features found in many electronic gadgets and acts as a one-stop shop for a majority of electronic needs. The simplicity of the gadget is a major attraction as its mode of operation is a mere soft touch on the screen and all that is needed pops up. It can be used as a credit card, a music and video player an internet browser, a phone among other functionalities.

This product is hopefully going to sail through the market given its peculiarity, simplicity and integrative capabilities.There are a number of competing products to the Tablet360. However, the main competition is from the Nokia and Samsung who have by far established a number of related products. Their products are well positioned across the world market. They have a broad market share, towering through a number of countries. Their marketing strategies are vibrant and they have their presence on all the local and international media, in addition to the internet.

They are also well promoted through sponsorship of great football clubs that play in the English Premier League. At the moment, there are so many phones and related tablets from these companies with enhanced features such as the touch screen, radio, mobile banking options, TV and the internet among others. (Strauss). In addition, it might be difficult to persuade the huge population that has already embraced these gadgets given the extra expenditure that they may have to incur on Tablet360. However, the saleability of this gadget is almost guaranteed since its features are luxurious, efficient and amazingly economic due to the miniaturized enhancements and the ease of workability.

As such, the tablet is estimated to command a market share of about 75% percent in the electronic market if effective advertisement is carried out.Most of the competitors are marketing their products through the mass media and the internet. (Strauss). In addition they also use the mobile phone short messaging services to spread the awareness of their products. (Christensen and Lægreid). In order to counter this, a more personalized marketing strategy for Tablet360 will have to be adopted. For example, after closing a sale with a buyer of the tablet, he might be given an opportunity to seek for a customer of another tablet with a guaranteed commission. (Strauss).

In case the new customer comes, then the same strategy can also apply. By so doing the pool of customers will be growing steadily. In addition, their loyalty will also be maintained. Such a strategy has worked for companies such as GNLD. The product is going to be launched both nationally and internationally through the mass media and the internet. Given the comprehensiveness in its applicability, the use of the product cannot be confined within the national boundaries. The best mode of launching it is through public campaigns where major media companies will be invited to have a live coverage.

Dignitaries in the field of Business and Information technology such as Bill Gates will also be invited to have their say on the product while it is being launched. This will happen in all the countries of its presence. The customer/consumer segment of this tablet is varied, but will most likely be an attraction to the younger generation of 40 and below given their receptiveness to style and new technology as opposed to the old. However, the simplicity of the gadget and the economic way through which it is usable makes it traverse the limitations of age to a satisfactory level.

Students, employees, financial institutions among others will are among the anticipated users of the tablet. The target market size will be 15 sampled countries across Europe, Africa and Asia. This will be economically viable as the market potential will be expanded considerably. Other countries will be explored with time depending on how the product performs in the pioneer markets. With this in mind, the distribution of the product has to be extremely flexible. Physical distribution can be within the country while the market abroad can be traversed through the digital means.

Various websites and search engine optimizers will be created in order to reach millions of potential customers around the targeted markets. The market position of this product is at an attractive level given the uniqueness of its features and the ability to meet the needs of almost everyone in the market. It is the comprehensiveness of this tablet that forms a major unique selling point (USP). The strength of the product is driven by the fact that it incorporates the segmented features of other electronic gadgets in an economic way, in addition to the style and user friendliness it carries.

For instance, one can do shopping and pay their bills using this gadget while watching news or listening to music at the same time. The brand name, Tablet360 is communicative of its simplicity (Tablet) and all round nature (360, that is drawn from 360 degrees which is a full circle). This communicates that the tablet will not only be simple but will serve all round electronic needs for its customers. Customer loyalty is expected to be tagged to this brand name. In addition to this the material used in creating this gadgets are expected to be durable.

This will add the much needed value to the product and hopefully attract more customer loyalty.Their agency needs are imminent for this product. With the anticipated growth, distribution agencies can be set abroad at some later stage in order to facilitate the proposed personalized marketing. Their compensation will be on commission basis given that most of their work will be sales. In addition to this, given the high level of technology involved, various technical support agencies will have to be set in areas that exhibit high sales returns and volumes.

The compensation will be fixed and will be established through sealed contracts. In conclusion, Tablet360 has numerous opportunities and challenges in equal measure. Among the challenges is the high capital intensity involved, but this can be well taken care of if the market responds well to the product. The uniqueness and comprehensiveness of its features is a major centre of attraction. This therefore leaves the possibility of numerous promotional windows. Cited WorksChristensen, Tom and Per Lægreid.

Autonomy And Regulation: Coping With Agencies in the Modern State. Northhampton: Edward Elgar Publishing, 2006. Web. 19th March, 2013.Strauss, Ralf. Marketing Planning by Design: Systematic Planning for Successful Marketing Strategy. West Sussex: John Wiley and Sons, 2010. Print.