Microsoft Surface Tablets Promotion Plan Essay

Surface Product

• The surface is an electronic tablet that Microsoft introduced in the fall of 2012.
• The tablet uses a Windows operating system that supports Word, Excel, PowerPoint, and OneNote.

Brand Strategy

• Microsoft should create multiple products from the Surface Tablet product with different colorations, sizes, and features.
• This will create an environment of its competition and block other competitors from encroaching into the company’s market.
• These sub-products will be differentiated by features, prices, and the difference in quality (Belch, Michael, Gayle, and Irene 31).
• This strategy will be successful towards dominance as it offers a variety of options to consumers.
• At the same time, it will maximize the benefits of economies of scale.

Product Strategy

• Microsoft should add its music database for the Surface Product.
• This would allow users to store their music on their Microsoft tablets and phones more easily.
• This feature could propel the Microsoft tablet to the next level.
• If the Surface product becomes more musically compatible, this tablet would perform well in the market above its competitors.
• Thus, the ‘Spotify’ feature in this product should be modified to become a music store.

Pricing Strategy

• The Microsoft Company should adopt Multiple pricing strategies for the corporate market segment.
• Multiple pricing strategies promise a discount to the corporate segment who purchase in large quantity.
• Besides, the company should adopt a “good-better-best” pricing strategy.
• The price of the Surface product will increase with slight changes that are made to the product.
• Lastly, the company may consider penetration pricing.
• The product may be sold for a value lower than the $890 price tag to attract customers.

Supporting marketing program

• The company should segment and differentiate its ‘young adults market’ along with consumer-based market segmentation procedures.
• Concerning the place, the central marketing model should use the local media channels to keep in touch with the target segment.
• The company may enter into a strategic partnership with other companies to advertise the Microsoft Surface Tablet.
• The company should create an online customer support center for this product (Barringer and Ireland 27).

Works Cited

Barringer, Bruce, and Duane Ireland. How Bringing Its Business Plan to Life Helped a Social Enterprise Get Off to a Strong Start, New York: Free Press, 2009. Print.

Belch, George, Michael Belch, Gayle Kerr, and Irene Powell. Advertising and Promotion: An Integrated Marketing Communications Perspective, Boston: McGraw-Hill, 2008. Print.