surfacefinalversion-140107141015-phpapp01.pptx

New business

Microsoft SurfaceIMC StrategyBy: Luis Sierra, Jackie Zhu, Paul Layton, Juan Penagos, Tim Jones

Industry BackgroundOwnershipAbout 1/3 of Americans own a tabletTablet ownership has nearly doubled from 12-13217% growth of ownership in 2011-2012 slowed down to 79% growthGrowth is expected to continue as 11% say they plan topurchase within 6 months

Projections60% of online consumerswill own tablet by 2017 and 905 million people worldwide

Market Share 2013Apple is leader at 30% (Down from 40%)Samsung gaining momentum at 20%Microsoft is at 1%

2Product Review Surface Pro: Intel Core i5, USB 3.0, kickstand, 64GB up to 512 GB, 4/8GB system memory

Sales history: +$853m, - $898m ads, -$900m RT inventory adjustment

SWOT 4Competitive Review

Competitive Review

Survey Results

104 Responses, 45% M, 55% F

7Educate Target Market of FeaturesaIncrease Product AwarenessIMC Core Objectives

8Our Target ObjectiveDEMOGRAPHICSAge: 35-55 Working ProfessionalSex: Mostly Male Marital Status: MarriedEducation: Collegue DegreeEthnic origin: Anybody

PSYCHOGRAPHICSPersonality:Concerned with work efficiencyBusy, on-the-move lifestyleConstantly seeking up-to-the-minute newsFamily orientedWay to capture a younger audienceHousehold income At least US60.000

80% of corporate world works with PCsAdvertising Recommendation - TV Spot 1

Advertising Recommendation - TV Spot 2

PrintTargeting Business professionals, 35-55, in Urban Areas

Primarily in magazinesBusiness weekEntrepreneurForbesFortuneThe Economist

What we want to communicate:The Around the Clock #TabTopWork - Watch - PlayThe #TabTop that does everything

Outdoor Recommendations#TabTop in all adsHighway/mass transit billboards featuring Surface in various situations: Scheduling: First of the year to generate buzz Goal: to generate social media buzz and show functionality

Outdoor RecommendationsLarge-scale Surface on highly-visible buildingsScheduling: Start of 2Q 2014Goal: Attract eye of travelers

Customer-Oriented Sales Promotion

Customer-oriented sales promotionActivation: Grand Central Station (NYC), Union Station (Chicago), Union Station (D.C.)Spacious, eye-catching area with large video board and at least 20 devices available for travelers to useLive demonstrations on big screenSignage promoting devices key detailsCustomer service representatives to answer questions or process ordersGive-aways, trivia competitions, various other activitiesBusiness class air/train travel

Trade-Oriented Sale PromotionSurface department store sales training 87Slotting allowance:

Trade-Orientated Sale PromotionExpo: major presence in Q1 2014 at technology-related events and targeted business segments.

Major highlight events:Consumer Electronics Show: Las Vegas, January.IPC Apex Expo: Las Vegas, March.International Wireless Communications Expo: Las Vegas, March.Optical Fiber Communication Conference: San Francisco, March.Interop: Last Vegas, March

Will re-evaluate after Q1 2014 and determine future events.

Skype, Facebook, YouTube, LinkedInObjectivesBrand AwarenessIn-depth InformationPR, Sales PromotionFacebook, YouTubeTwitter, FacebookSocial Media Promotions

#TabTop

USA contest to win 2000 Surface for a school

Incorporate with other events

Album: introducing Surfaces versatile features

Status: news and valueSocial Media Promotions

#TabTop

Customer feedback

Immediate problem solving

Incorporate with Facebook/YouTube Social Media Promotions

#TabTop.

Sync all the commercial on TV.

Videos introducing Surfaces versatile feature.

Virus Marketing - using celebrities as Ashton Kutcher.Social Media Promotions Social Media Promotions

We will put the product in all the video calls that people make for free. (business person use Skype to call their families while the are traveling) and their most influential social circles as well.

24PR RecommendationsCommunity InvolvementSchool giveaways, fundraising etc.Press Releases on software updates, Interview with the media.Have an approachable face of upper managementActive reactions to negative complaintsVia Twitter, Facebook, etc.Empower Surface proponents, get feedback.

Budget SummaryUS: 900 MillionMeasurement/EvaluationMarket survey already takenRe-distribute quarterlyMonitor salesEspecially corporate salesSocial media buzz#TabTop and Surface mentionsYoutube hits on #TabTop commercial seriesCustomer feedback/reviews

ConclusionCurrent promotional situation analysis4 TV commercials: Surface vs. Ipad; hipster working professionals Fb/twitter/youtube/blogPrint adsBillboard ads Event sponsorship

Strength: width & depth Weakness: no distinguish between RT & ProPro positioning unclearIMC Objectives & StrategiesEducate target market of featuresIncrease product awarenessIncrease product familiarityTV commercialsPrint ads OutdoorSocial mediaExposActivationSport sponsorships#TabTopWants/Needs of buyerDevice compatible with work-related programsMS Office, ability to create and save, PCRemote login capabilities to other PCsFamiliar features and functionsMultiple loginsAble to cater to families much betterKeyboardUSB portLarge storage spacePositioning/Campaign themePerfect device for working professionalEnables flexibility for completing work-related functionsFamiliarity Increase brand/product awarenessHumor mixed with key information#TabTop

Time TableDifferences between Surface RT and Surface ProSurface RTSurface ProWeight1.5 pounds2 poundsThickness9.3 millimeters13.5 millimetersDisplay10.6 inch ClearType HD capacitive touchpanel10.6 inch ClearType Full HD (1080p) capacitive touchpanelScreen resolution1366x768 display1920x1080 displayTouch screen5-point multitouch10-point multitouchBattery31.5Wh (8 hours)42Wh (3-4 hours)Plug-insmicroSD, USB 2.0, Micro HD Video, 2x2 MIMO antennaemicroSDXC, USB 3.0, Mini DisplayPort, 2x2 MIMO antennaeSoftwareWindows RT + Office Home & Student 2013 RTWindows 8 ProCapacity32 GB / 64 GB64 GB / 128 GBProcessorTegra 3Intel Core i5Cooling fanNoYes (Two fans needed)Stylus option?NoYes (Wacom stylus input)Cost$349 (32 GB), $449 (64 GB)$799 (64 GB), $899 (128 GB)Advanced connectivityOnly supports connecting to work emailSupports connecting to a corporate domain and features like remote access