Marketing Plan for Eleftria Tablet
Latest Changes In Red Text
Marketing Plan for Eleftria Tablet PC
The Eleftria Tablet PC is a revolutionary product in that it combines the latest developments in networking technologies, open source operating systems to keep costs low, and the ability to act as a central scheduling device for busy households. As of September, 2011 there are no tablets or low-end smart phones that have the ability to synchronize to multiple schedules while also being able to communicate over Wi-Fi to all devices in a household. As this Tablet PC can also be used for managing a household’s many tasks and drastically reducing trips and time spent coordinating with other household members around key tasks and activities. As this device will be able to interact and integrate with all other Wi-Fi networks in the home, enhancements could be built that would take inventory of commonly depleted items including milk, bread, cereal or frozen dinners. The ability to click on a single icon on the tablet while out shopping to see what is needed could save hundreds of trips over a year. The Eleftria Tablet PC will also have EV-DO technology included on the motherboard, ensuring the device can stay connected to the Internet regardless of location or the need for a Wi-Fi signal (Apple Investor Relations, 2011) . The unique value proposition of the Eleftria is to communicate convenience, efficiency and cost savings by communicating better throughout a home. There will need to be a customized version of the Google Android operating system created specifically to support this device. As Google has made the adoption of their operating system a priority, this will most likely be achievable quickly. In defining and marketing the Eleftria PC, it’s important to ensure it aligns with the company’s mission statement. The mission statement is “Our passion is improving the quality of life for our customers through the use of innovative designs and state-of-the-art electronics, freeing them to live life how they choose. Eleftria!”
Product Support of Mission Statement
Freeing our customers to live the life they want begins with a tablet PC that can literally be used anywhere, anytime, by anyone in the family. The Eleftria Tablet PC, which will serve as an information appliance, giving those keeping a household running all the software applications they need to keep a busy household running smoothly. In supporting the mission statement from a product standpoint, the Eleftria will include an EV-DO chipset that when configured during production can turn the entire PC into a mobile hotspot (Apple Investor Relations, 2011). Supporting the entire tablet PC will be a specially designed version of the Google Android operating system, supporting multi-role based access, securing and heavy emphasis on data synchronization to Microsoft Outlook, Yahoo Mail and other e-mail clients that are popular today. The proven use of secured Bluetooth and Wi-Fi technologies throughout home environments will also be relied on for ensuring real-time integration with other systems and devices throughout the home (Cooke, Buckley, 2008). The Eleftria will also be sold through a build-to-order program, ensuring families can customize it to their unique needs.
The Eleftria is designed to meet the specific needs of the largest and fastest growing segments of the tablet PC market globally. Apple tracks the sales of their iPads globally by demographic group, and reports them to the U.S. Securities and Exchange Commission in the Form 10Q and 10Ks (Apple Investor Relations, 2011). As Apple has well over 80% of the tablet market today, their estimates of demographics are very representative of the total market. These analyses Apple has provided show that the male 18 — 45 segment is where the majority of tablet are sold today, primarily as gaming and business productivity machines. Closely following this segment is the female 18- to 45-year-old segment, many of which are working mothers. The Eleftria table PC is designed for those women and their families, giving them the freedom to coordinate both work and home scheduling, tasks, deadlines and application use across both roles. The EV-DO technology included in the Eleftria frees them from having to stay connected to a Wi-Fi site.
Figure 1: Smartphone and Tablet PC Demographics, 2010
Based on an analysis of sources: (Einhorn, 2011) (Apple Investor Relations, 2011) (Franke, Schreier, 2010)
Marketing Objectives By Area of the Marketing Mix
The best goal any new product can set is to be revolutionary and redefine an entire market. This is what the goal of the Eleftria Tablet PC is, supported by an innovate build-to-order strategy that allows consumers to build whatever model they choose.
There is a clear price/quality relationship in all products, and the Eleftria must be priced high enough to provide for profitable sales while at the same time communicating high value and exclusivity. The pricing will be above the iPad and below the traditional PCs, at $500 for the fully featured unit with full EV-DO technology, with is $100 less than the current pricing of the iPad2 with a contract commitment. EV-DO does away with the need for wireless carrier contracts.
Multichannel sales is the primary objective of this area of the marketing with, with distribution through Amazon.com electronics stores, Best Buy, Wal-Mart and many other retailers. Discount outlets including Costco and Sam’s Club will also be offering the Eleftria. It will also be sold online as well, where customers can configure their specific model of choice.
In Greek, Eleftria means freedom, and that is exactly how this device is going to be promoted and sold. The freedom from having to always have a strong Wi-Fi signal, freedom from paper calendars at home not syncing up with calendars at work, and freedom to communicate with family members anywhere in the world at any time all will be key promotional points. There will also be a heavy focus one vents that underscore the freedom messaging and a full set of social networking strategies including Facebook fan pages for the Eleftria, it’s fans and its applications. The promotional slogan “Take back your freedom with Eleftria!” will be used throughout all materials.
Competitive Situation Analysis
Consumer Product Classification
The most critical factors to the success of the Eleftria include its ability to deliver consistently high levels of reliable, secured communications across all family remembers regardless of locations globally, and the trust early adopters have in the technology overall. The most critical success factors or consumer factors for enabling this to happen include defining aggressive yet profitable pricing, a series of customer success stories and examples of how it has been successfully used, underscoring the time savings achieved. These factors are all meant to accelerate the buying process. Being able to customize the Eleftria for the specific needs of a family will also increase its value drastically over time. Product customization will give families flexibility in defining just the right type of tablet PC that can truly be an indispensible communications command set for the family, supporting all necessary EV-DO and Wi-Fi communications platforms and technologies (Einkorn, 2011). Please see Appendix A for a full competitive comparison and analysis. Table 1 provides an analysis of the Eleftria Tablet using the three-way consumers product classification system. While the Eleftria Table fits across all of these categories, it is predominately a mainstream product.
Analysis of the Eleftria Tablet Using the Three-Way
Consumer Products Classification System
Eleftria as a Convenience Product
Eleftria as a mainstream Shopping Product
Eleftria as a Specialty Product
1. Planning time involved in Purchase
2. Purchase frequency
3. Importance of convenient
4. Comparison of price and quality
Slight time requirement due to the pricing and decision to purchase
One every 12 mos.
Slight due to this being a mid-priced items
Considerable; as the Eleftria Tablet will be sold with bundled configurations through this channel
Once every 18 mos.
Extensive as this is the channel the Eleftria will be sold through as a build-to-order system
Once every two years
Very little as this is the build-to-order Eleftria Model
Marketing Mix Factors
2. Importance of seller’s image
3. Distribution channel
4. Number sales outlets
Any BestBuy or Costco (low end unit)
Advertising and promotion through market development funds (MDF) with the retailers
BestBuy, Costco and online retailers including Amazon.com
Market Development Funds and heavy promotion on e-commerce websites as well
Very short – Eleftria resellers have a direct link to the production center to streamline customization
Highly customized sales experiences of potential Eleftria stores and locations
Market Development, advertising and testimonials as well from customers who have had their tablets customized
Analysis of Competition using Porter’s 5 Forces Model
The three core strengths of Eleftria Wireless include engineering expertise, ability to create stable supply chains for high-demand electronics components, and distribution channel alliances and partnerships throughout North America and Europe. Each of these three strengths is directly applicable to the marketing of the new Tablet PC, as each has a direct impact on the marketability, availability, pricing and sales of the product.
Eleftria has recruited engineering talent from local universities who have an understanding of how to manage the many subsystems that comprise the tablet PC architectures it has patented. This engineering expertise includes power engineering, electrical, optics and software engineering for fine-tuning the Android operating system the device is based on. Many of these engineers also have extensive expertise in the areas of Agile software development, a system for managing the complexities of creating and launching a new software product. Their focus on creating new product designs that are upward compatible with low-power requirements microprocessors are also considered a core competency of the company. Finally the expertise in product testing and validation within the company is based on the experience of engineers who previously worked for Apple, Intel, IBM and Motorola. Engineering is a core competency of the firm as the founders are from Google, Intel and IBM.
Stable Supply Chains
When developing, launching, manufacturing and selling any new consumer electronics device, the supply chains are the most crucial link any company has to fulfilling product demand and meeting customer expectations. For Eleftria Wireless, their focus on creating strong partnerships with key suppliers is reflected in the depth of coordination they have with their suppliers for custom components. Eleftria has hired experienced supply chain managers and directors who know how and when to bring suppliers into the new product development processes in their company. The use of supply chain analytics is also pervasive throughout Eleftria, so that inventory levels can be managed and approaches found for managing demand more effectively by coordinating with suppliers. The use of supply chain metrics in high tech has been shown to reduce inventory costs, increase order accuracy and lead to higher gross margins and profitability over time (Bhagwat, Sharma, 2007). Eleftria’s management realizes that su0pply chains are crucial for their success once they begin producing the Eleftria Tablet PC in volume. Relying on supply chain partners as part of the team to deliver the highest quality products possible is also a core part of the Eleftria Wireless strategy. Like many high tech companies who use this approach as part of their quality management initiatives, Eleftria has an incentive program in place for suppliers who consistently deliver high quality components (Bhagwat, Sharma, 2007).
Distribution Channel Alliances
Eleftria has relied on direct sales initially through its sales force calling on distributors and top-tier retailers to sell their Tablet PC. This has given the company the ability to get shelf space in regional retailers. Six months before the launch of the Eleftria PC, the sales management team chose to hire sales managers who had expertise and contacts in high tech retailers. The result has been a steady increase in sales throughout the indirect channels and the development of entirely new pricing and discount programs as well. This has gone from being a neutral aspects of their product strategy into being one of their core strengths.
Eleftria has patent spending for their innovative approach to power management with tablet PCs, which makes this aspect of their company one of its strongest core competencies. Eleftria also has extensive expertise in the design and ergonomics of tablet PCs due to the experience of engineers from Apple, Intel, and IBM. Product design and performance all contribute to marketability.
Eleftria Wireless doesn’t have the ability to quickly localize manuals and support materials for other regions of the world, doesn’t provide 24-hour swap-out for corporate accounts, and only will warranty the Tablet PC if work is done in one of their few service centers. The ability to scale outside the U.S. with sales has been seriously impacted by these weaknesses.
Starting with the ability to translate documentation into other languages Eleftria Wireless has been slow to hire foreign language experts to translate their many manuals and service bulletins into Spanish, French and Chinese. Retailers based in these countries are holding back orders until they can verify the manuals are translated effectively into this languages.
A second significant weakness is the lack of support for hot swaps or 24-hour replacements of Tablet PCs. This is a necessary requirement for enterprise, or large business accounts. Eleftria Wireless however has been slow to react to this, and only offers it in two repair depots in the U.S. today. In order for any corporate account to use these locations, they must have their sales representative re-enroll them with a new account just to get the swap-out credit. This can take days to get done. Eleftria has lost enterprise sales on this point, while Apple has such programs
Are you busy and do not have time to handle your assignment? Are you scared that your paper will not make the grade? Do you have responsibilities that may hinder you from turning in your assignment on time? Are you tired and can barely handle your assignment? Are your grades inconsistent?
Whichever your reason is, it is valid! You can get professional academic help from our service at affordable rates. We have a team of professional academic writers who can handle all your assignments.
Students barely have time to read. We got you! Have your literature essay or book review written without having the hassle of reading the book. You can get your literature paper custom-written for you by our literature specialists.
Do you struggle with finance? No need to torture yourself if finance is not your cup of tea. You can order your finance paper from our academic writing service and get 100% original work from competent finance experts.
While psychology may be an interesting subject, you may lack sufficient time to handle your assignments. Don’t despair; by using our academic writing service, you can be assured of perfect grades. Moreover, your grades will be consistent.
Engineering is quite a demanding subject. Students face a lot of pressure and barely have enough time to do what they love to do. Our academic writing service got you covered! Our engineering specialists follow the paper instructions and ensure timely delivery of the paper.
In the nursing course, you may have difficulties with literature reviews, annotated bibliographies, critical essays, and other assignments. Our nursing assignment writers will offer you professional nursing paper help at low prices.
Truth be told, sociology papers can be quite exhausting. Our academic writing service relieves you of fatigue, pressure, and stress. You can relax and have peace of mind as our academic writers handle your sociology assignment.
We take pride in having some of the best business writers in the industry. Our business writers have a lot of experience in the field. They are reliable, and you can be assured of a high-grade paper. They are able to handle business papers of any subject, length, deadline, and difficulty!
We boast of having some of the most experienced statistics experts in the industry. Our statistics experts have diverse skills, expertise, and knowledge to handle any kind of assignment. They have access to all kinds of software to get your assignment done.
Writing a law essay may prove to be an insurmountable obstacle, especially when you need to know the peculiarities of the legislative framework. Take advantage of our top-notch law specialists and get superb grades and 100% satisfaction.
We have highlighted some of the most popular subjects we handle above. Those are just a tip of the iceberg. We deal in all academic disciplines since our writers are as diverse. They have been drawn from across all disciplines, and orders are assigned to those writers believed to be the best in the field. In a nutshell, there is no task we cannot handle; all you need to do is place your order with us. As long as your instructions are clear, just trust we shall deliver irrespective of the discipline.
Our essay writers are graduates with bachelor's, masters, Ph.D., and doctorate degrees in various subjects. The minimum requirement to be an essay writer with our essay writing service is to have a college degree. All our academic writers have a minimum of two years of academic writing. We have a stringent recruitment process to ensure that we get only the most competent essay writers in the industry. We also ensure that the writers are handsomely compensated for their value. The majority of our writers are native English speakers. As such, the fluency of language and grammar is impeccable.
There is a very low likelihood that you won’t like the paper.
Not at all. All papers are written from scratch. There is no way your tutor or instructor will realize that you did not write the paper yourself. In fact, we recommend using our assignment help services for consistent results.
We check all papers for plagiarism before we submit them. We use powerful plagiarism checking software such as SafeAssign, LopesWrite, and Turnitin. We also upload the plagiarism report so that you can review it. We understand that plagiarism is academic suicide. We would not take the risk of submitting plagiarized work and jeopardize your academic journey. Furthermore, we do not sell or use prewritten papers, and each paper is written from scratch.
You determine when you get the paper by setting the deadline when placing the order. All papers are delivered within the deadline. We are well aware that we operate in a time-sensitive industry. As such, we have laid out strategies to ensure that the client receives the paper on time and they never miss the deadline. We understand that papers that are submitted late have some points deducted. We do not want you to miss any points due to late submission. We work on beating deadlines by huge margins in order to ensure that you have ample time to review the paper before you submit it.
We have a privacy and confidentiality policy that guides our work. We NEVER share any customer information with third parties. Noone will ever know that you used our assignment help services. It’s only between you and us. We are bound by our policies to protect the customer’s identity and information. All your information, such as your names, phone number, email, order information, and so on, are protected. We have robust security systems that ensure that your data is protected. Hacking our systems is close to impossible, and it has never happened.
You fill all the paper instructions in the order form. Make sure you include all the helpful materials so that our academic writers can deliver the perfect paper. It will also help to eliminate unnecessary revisions.
Proceed to pay for the paper so that it can be assigned to one of our expert academic writers. The paper subject is matched with the writer’s area of specialization.
You communicate with the writer and know about the progress of the paper. The client can ask the writer for drafts of the paper. The client can upload extra material and include additional instructions from the lecturer. Receive a paper.
The paper is sent to your email and uploaded to your personal account. You also get a plagiarism report attached to your paper.
PLACE THIS ORDER OR A SIMILAR ORDER WITH US TODAY AND GET A PERFECT SCORE!!!
We provide professional writing services to help you score straight A’s by submitting custom written assignments that mirror your guidelines.
Get result-oriented writing and never worry about grades anymore. We follow the highest quality standards to make sure that you get perfect assignments.
Our writers have experience in dealing with papers of every educational level. You can surely rely on the expertise of our qualified professionals.
Your deadline is our threshold for success and we take it very seriously. We make sure you receive your papers before your predefined time.
Someone from our customer support team is always here to respond to your questions. So, hit us up if you have got any ambiguity or concern.
Sit back and relax while we help you out with writing your papers. We have an ultimate policy for keeping your personal and order-related details a secret.
We assure you that your document will be thoroughly checked for plagiarism and grammatical errors as we use highly authentic and licit sources.
Still reluctant about placing an order? Our 100% Moneyback Guarantee backs you up on rare occasions where you aren’t satisfied with the writing.
You don’t have to wait for an update for hours; you can track the progress of your order any time you want. We share the status after each step.
Although you can leverage our expertise for any writing task, we have a knack for creating flawless papers for the following document types.
Although you can leverage our expertise for any writing task, we have a knack for creating flawless papers for the following document types.
From brainstorming your paper's outline to perfecting its grammar, we perform every step carefully to make your paper worthy of A grade.
Hire your preferred writer anytime. Simply specify if you want your preferred expert to write your paper and we’ll make that happen.
Get an elaborate and authentic grammar check report with your work to have the grammar goodness sealed in your document.
You can purchase this feature if you want our writers to sum up your paper in the form of a concise and well-articulated summary.
You don’t have to worry about plagiarism anymore. Get a plagiarism report to certify the uniqueness of your work.
Join us for the best experience while seeking writing assistance in your college life. A good grade is all you need to boost up your academic excellence and we are all about it.
We create perfect papers according to the guidelines.
We seamlessly edit out errors from your papers.
We thoroughly read your final draft to identify errors.
Work with ultimate peace of mind because we ensure that your academic work is our responsibility and your grades are a top concern for us!
Dedication. Quality. Commitment. Punctuality
Here is what we have achieved so far. These numbers are evidence that we go the extra mile to make your college journey successful.
We have the most intuitive and minimalistic process so that you can easily place an order. Just follow a few steps to unlock success.
We understand your guidelines first before delivering any writing service. You can discuss your writing needs and we will have them evaluated by our dedicated team.
We write your papers in a standardized way. We complete your work in such a way that it turns out to be a perfect description of your guidelines.
We promise you excellent grades and academic excellence that you always longed for. Our writers stay in touch with you via email.