To customer delight, it will be accompanied by accessory warranty, original cover and chance to avail discounted portable keyboard that can be optionally attached.Ideal: the product will meet the developed customer needs in today’s world of iPhones. Nokia Lumia is known for being good but not as good in the tablets category. Thus, ideally the product will surpass customer satisfaction and offer them superior quality tablet that does away with their key concern of not running enough app due to windows RT.- Chinese replication of the system and distribution in a cheaper manner. As the changes made by them are minor, they cannot be subjected to rigid copyright claims. This can cut down on our revenues from the emerging markets.The segmentation strategy divides the market into categories on the basis of similar variables (Wedel & Kamakura, 2000). Then matching these variables to the company’s capabilities and offering, one or more segment is selected to be targeted.The smartphone and tablet market is vast. Thus demarcating it on the basis of tablet usage of key competitors will help highlight the potential market. Based on variables like tech savvy-ness, affordability, product usage, switching frequency etc., we will be able to determine the ideal target market for our offering.For targeting the segment, many promotional activities will be conducted. Since most of the target market is found online, we will make effective use of social networks to engage customers and entice them to trial the product in the Nokia stores before purchase. By collaborating with tech blogger sand tech review sights we will invite them to test the product for free for some days and write about it. In this way we will in control of the information that is being made available to the prospective buyers through the internet.Advertisements will be aired on news channels and technology related shows. Video reviews will also be featured in new product categories that are highlighted in the technology news by leading media channels. The target market for the Lumia tablet X consists of teenagers, students and young professionals. The reason for choosing this segment of the market is because they are tech savvy and crave for the latest technology. Teenagers are easier to persuade and if satisfied they are bound to become Nokia loyalists. Since young professionals are used to being connected and on-the-go the light weight feature and faster connectivity with better
Wedel, M., & Kamakura, W. (2000). Market segmentation (1st ed.). Boston: Kluwer Academic.
The Economist,. (2014). Phone home. Retrieved 4 May 2014, from http://www.economist.com/blogs/schumpeter/2013/09/microsoft-and-Nokia
Nokia,. (2014). Nokia Lumia 2520. Retrieved 4 May 2014, from http://www.Nokia.com/global/products/tablet/Lumia2520/
Entrepreneur,. (2014). Unique Selling Proposition (USP) Definition | Small Business Encyclopedia. Retrieved 4 May 2014, from http://www.entrepreneur.com/encyclopedia/unique-selling-proposition-usp
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