Microsoft Surface

IMC Strategy

By:
Luis Sierra, Jackie Zhu, Paul Layton, Juan Penagos, Tim Jones

Industry Background

Ownership
About 1/3 of Americans own a tablet
Tablet ownership has nearly doubled from 12-13
217% growth of ownership in 2011-2012
slowed down to 79% growth
Growth is expected to
continue as 11% say they plan to
purchase within 6 months

Projections
60% of online consumers
will own tablet by 2017 and
905 million people worldwide

Market Share 2013

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

Product 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

Strengths:
Multi-task
Microsoft office
Full keyboard attachment
USB port/Memory Card
Slot

Weaknesses:
Lower screen resolution
than iPad and some
Androids
More expensive than most
tablets
Battery life

SWOT
Opportunities:
Demand of tablet industry
80% of software platforms
at work are Windows
TabTop industry will be
created

Threats:
Apple has dominated
market and has high
loyalty
Android tablet sales are
increasing
High saturation and
competition

Competitive Review

Competitive Review
Attributes

Price
10.0
OS

PPI

5.0

0.0

Weight

Ratings

SurfaceProcessor
Pro

iPad 4

Galaxy
Note 10.1
Battery
Life

Survey Results

IMC Core Objectives

1.Educate Target Market of
Features
a
2.Increase Product Awareness

Our Target Objective

% of corporate world works with PCs

DEMOGRAPHICS
Age: 35-55 Working Professional
Sex: Mostly Male
Marital Status: Married
Education: Collegue Degree
Ethnic origin: Anybody
PSYCHOGRAPHICS
Personality:
Concerned with work efficiency
Busy, on-the-move lifestyle
Constantly seeking up-to-the-minute news
Family oriented
Way to capture a younger audience
Household income
At least US60.000

Advertising Recommendation TV Spot 1

Advertising Recommendation - TV
Spot 2

Print
Targeting Business
professionals, 35-55, in Urban
Areas
Primarily in magazines
Business week
Entrepreneur
Forbes
Fortune
The Economist

What we want to communicate:

The Around the Clock #TabTop
Work - Watch - Play
The #TabTop that does everything

Outdoor Recommendations

#TabTop in all ads

Highway/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 Recommendations
Large-scale Surface on highly-visible
buildings
Scheduling: Start of 2Q 2014
Goal: Attract eye of travelers

Customer-Oriented Sales Promotion

Customer-oriented sales promotion

Activation: 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 use
Live demonstrations on big screen
Signage promoting devices key details
Customer service representatives to answer questions or
process orders
Give-aways, trivia competitions, various other activities

Business class air/train travel

Trade-Oriented Sale Promotion

Surface department store sales training 87
Slotting allowance:

Trade-Orientated Sale Promotion

Expo: 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.

Objectives

Social Media
Promotions
Brand
Awareness

Skype, Facebook,
YouTube, LinkedIn

In-depth
Information

Facebook,
YouTube

PR,
Sales Promotion

Twitter,
Facebook

Social Media Promotions

#TabTop
USA contest to win 2000
Surface for a school
Incorporate with other
events
Album: introducing
Surfaces versatile
features
Status: news and value

Social 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

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.

PR Recommendations
Community Involvement
School giveaways, fundraising etc.
Press Releases on software updates, Interview
with the media.
Have an approachable face of upper
management
Active reactions to negative complaints
Via Twitter, Facebook, etc.
Empower Surface proponents,
get feedback.

Budget Summary
US: 900
Million

SURFACE BUDGET 2014

Media

10%

Print

5%
40%

15%

Internet
Consumer
Promo
Outdoor

10%
5%

15%

Public Relations
Trade Promo

Measurement/Evaluation
Market survey already taken
Re-distribute quarterly

Monitor sales
Especially corporate sales

Social media buzz

#TabTop and Surface mentions
Youtube hits on #TabTop commercial
series

Customer feedback/reviews

Conclusion
Focus on
features

Increase
brand
recogniti
on

Gain
marke
t
share