Introduction To Marketing
By – Isuru Ranaweera
PART 1 – Product comparisonPART 2 – Print Advertisement
2 in 1 Tablet PC designed, developed, marketed and produced by Microsoft.
Third generation of surface line of computers by Microsoft Released on June 20, 2014 38% bigger screen than its predecessor (surface pro 2) Running full version of windows 8.1 Pro 64bit. New docking station New kickstand
Surface Pro 3 Facts
Touchscreen The 12” touchscreen3:2 aspect ratio2160 x 1440 resolution
Kickstand Can be set to any angle to work comfortably.
Wi-Fi and Bluetooth Standard Wi-Fi protocols (802.11a/b/g/n/ac) and
Bluetooth® 4.0.Two cameras and two microphones Two 5-megapixel cameras. Both cameras record video in
1080p.
Stereo speakers and headset jack
Two stereo speakers with Dolby enhanced sound
Surface PenTop button Click the top button to open OneNote. Double-click to
capture a screenshot. Bluetooth® technology links the top button of your Surface Pen to your Surface.
Right-click button
This button acts like the right-click button on a mouse. Click it once in apps like OneNote to open a menu or to choose pen colour, thickness, and other options. You can also click and hold the button to select text.
Eraser button Hold down the eraser button and move the tip over the
area you want to erase.Tip The fine tip, along with Palm Block technology and multi-
point sensitivity in your Surface, lets you write and draw naturally.
Ports Full-size USB 3.0 portmicro SD card slotMini displayport version 1.2Charging port and 36-watt power supply
Software Windows 8.1 Pro (upgradable to windows 10)
Processor 4th generation Intel® Core™ i3, i5 or i7
Storage and Memory 64GB, 128GB, 256GB or 512GB with 8GB RAM.
Sensors CompassAmbient light sensorAccelerometerGryroscope
MacBook Air 13inch Facts
Originally introduced in 2008
Designed to balance both performance and portability
Has become the best selling ultraportable laptop in the last decade
Features full size display and keyboard with a large multi-touch trackpad
Price Comparison
Surface Pro 3 - Price$699 – 64GB/Intel Corei3 – 1.5GHz/4GB RAM
$899 - 128GB/Intel Corei5 – 1.9GHz/4GB RAM
$1149 – 256GB/Intel Corei5 – 1.9GHz/8GB RAM
$1399 – 256GB/Intel Corei7 – 1.7GHz/8GB RAM
$1799 – 512GB/Intel Corei7 – 1.7GHz/8GB RAM
Surface 3 Type Cover (Black)
$129.99
MacBook Air 13 inch (2015) - Price
$999.0
1.6GHz Processor 128 GB Storage1.6GHz dual-core Intel Core i5 processorTurbo Boost up to 2.7GHzIntel HD Graphics 60004GB memory128GB PCIe-based flash storage1
$1199.0
1.6GHz Processor 256 GB Storage1.6GHz dual-core Intel Core i5 processorTurbo Boost up to 2.7GHzIntel HD Graphics 60004GB memory256GB PCIe-based flash storage1
Outstanding build quality – body made out of magnesium alloy
Only 9.1 mm thick
Extremely light for a full PC at only 800g without type cover, 1.08Kg with type cover. 300g less than 13-inch MacBook Air
New kickstand is more durable and sturdy
Surface Pro 3 – Design and Quality
Great keyboard – 1mm of travel
Plenty of ports – Thunderbolt 2.0, two USB 3.0 ports and an SD card slot
Unibody design for main enclosure and display – higher precision, less complex design with fewer parts
MagSafe 2 power connector –attaches securely and detaches cleanly.
MacBook Air 13 inch (2015) – Design and Quality
Promoting Inverter V compressor type of air conditioners by LG
Energy savings up to 60%
10 year warranty
Form of comparative advertising
Showcases the strengths relative to those of competitors
Increases the perceived quality of the advertiser’s brand
Introduction
Creating awareness among target audience Educating customers about new features of the AC and its advantage over
others in the market Helps LG
Target audience is middle to high income level families and corporate organisations
Power saving advantage – likely to appeal to price conscious consumers
Informative advertising due to low exposure to technology in Sri Lanka.
Objectives
Kotler and Keller (2009) states that using a certain type of appeal or theme will help managers execute a strong brand positioning.
Rational approach - concentrates on product features and value
Focuses on consumers’ needs and wants
No emotions created
Informational appeal – LG conveys basic product information thus providing product knowledge to the consumers.
LG gives logical reasons – to show its brand superiority to others E.g. Inverter V type, 60% energy savings, 10 year warranty
Appeal
The advertising media is the method by which the advertiser’s message is communicated to the target audience
Choosing a media type that can best match the target audience is important
The target audience, type of product, nature of message, campaign objective and available budget decides what kind of media selection to use
Finding out the target audience media habits, product characteristics and massage characteristics and cost
LG chose a print ad because its target market is aged 25-40 and will most likely view newspapers.
Short life span and accurate colour reproduction is difficult
Media selection – Print Ad
LG could increase the target audience by using TV advertisements in addition to print
TV ads are more powerful and reaches more consumers
LG can demonstrate their product advantages by using brand personality and usage imagery.
Billboard advertising – colorful and captures the general public’s attention
Place-based media – utilizing places in locations that attract the target audience.
Eg: Airports, theatres and offices
Alternate media
Buyer turnover, purchase frequency and the forgetting rate can influence the timing pattern that the advertiser uses
Pulsing type of media timing can be used - allows the audience to learn the ad more thoroughly.
Has low amount of advertising all year around but heavy advertising during peak selling periods.
More emphasize on summer months
Timing