Product positioning and marketing strategy presentation of tablet pc market between samsung note 10.1 vs iPad 4. Presentation includes use of Multi-Dimensional Scaling, Advertising Approach

1. FINAL PRESENTATION ADMS 4250
Marketing Strategy: Analysis of Positioning Strategies between
Competing Firms

2. INTRODUCTION

 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.

3. 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)

4. DISTRIBUTION CHANNELS


5. PHYSICAL ATTRIBUTES
 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.

6. NOTE 10.1 ADVERTISING
ANALYSIS


7. iPad 4 ADVERTISING
ANALYSIS


8. PHYSICAL ATTRIBUTES
PRESENTATION IN ADVERTISING

 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 GEN
Combination 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

9. PHYSICAL ATTRIBUTES DERIVED


10. POSITIONING STRATEGY

Dimension and Influence of Attributes
Influence of Physical Characteristics
Composite Relative
Axis Dimension Importance
Display Resolution Storage Price
Extra
Features
1 Performance Low STRONG Moderate STRONG Slight Moderate
2 Convenience High Slight STRONG Slight STRONG STRONG
3 Economy Medium Slight Moderate Slight STRONG STRONG

11. POSITIONING STRATEGY
Multidimensional Scaling: ECONOMY vs. PERFORMANCE

ECONOMY
10
PERFORMANCE
5
0
-5
-10
-5 0 5 10
NOTE 10.1 iPAD 4
ECONOMY 5 -2
PERFORMANCE 4 7

12. POSITIONING STRATEGY
Multidimensional Scaling: ECONOMY vs. CONVENIENCE

ECONOMY
10
5
CONVENIENCE
0
-5
-10
-5 0 5 10
NOTE 10.1 iPAD 4
ECONOMY 5 -2
CONVENIENCE 8 5

13. POSITIONING STRATEGY
Multidimensional Scaling: PERFORMANCE vs. CONVENIENCE

CONVENIENCE
10
PERFORMANCE
5
0
-5
-10
-5 0 5 10
NOTE 10.1 iPAD 4
PERFORMANCE 4 7
CONVENIENCE 8 5

14. CONCLUSION

 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
EDUCATIONAL
Education & Productivity
Note 10.1
iPadP
i 4 A
D
Entertainment
ENTERTAINMENT