Introduction To Marketing

By – Isuru Ranaweera

PART 1 – Product comparisonPART 2 – Print Advertisement

Microsoft Surface Pro 3 Apple MacBook Air 13 inch (2015)

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Product Comparison

PART 1

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

Surface Pro 3 - Features

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

9 hour battery life HD cameras Multi-touch display to take

full advantage of touch-optimised apps

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

MacBook Air 13 inch (2015) - Features

Fast PCIe-based flash storage

720p FaceTime HD camera.Dual mics

LED-backlit display. Millions of pixels. Millimeters thin.

Backlit Keyboard

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

PART 2LG Inverter V Air Conditioner - print advertisement

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