Mktg522 - Marketing Plan

Topics: Marketing, Tablet PC, Tablet Pages: 8 (2321 words) Published: August 25, 2013
Marketing Plan: Kid Tough iPad
Keller Graduate School of Management

Marketing Plan Outline
1.0 Executive Summary
2.0 Situation Analysis
2.1 Market Summary
2.2 SWOT Analysis
2.3 Competition
2.4 Product (Service) Offering
2.5 Keys to Success
2.6 Critical Issues
3.0 Marketing Strategy
3.1 Mission
3.2 Marketing Objectives
3.3 Financial Objectives
3.4 Target Markets
3.5 Positioning
3.6 Strategies
3.7 Marketing Mix
3.8 Marketing Research
4.0 Controls
4.1 Implementation
4.2 Marketing Organization
4.3 Contingency Planning
5.0 Conclusion

1.0 Executive Summary
What Apple brings to the children's tablet market:
* Premium brand image
* Market position
* Technology leadership and patents
* Product development
* Large number of ancillary service offerings

Our Focus:
* Don’t compete on price, regardless of competitor offerings. Maintain the Kid Tough iPad as a premium brand. * Utilize Apple exclusive services like FaceTime and iCloud to further differentiate the Kid Tough iPad from competitors. * Make sure the hardware is profitable and the additional content revenue is just add-on revenue. * Lead the race in research and development to ensure that the Kid Tough iPad maintains its top of line tablet functionality and performance. * Sell to major content consumers mainly, as this will also drive the likelihood of them consuming iTunes and other apple content. * Remind customers that the app store is still the largest store of its type with the highest security standards. * Stick to one device size so that accessory producers have an easy time continuing to offer cool accessories for the Kid Tough iPad that are not offered for other competing tablets due to the varying sizes.

2.0 Situation Analysis
Parents are always looking for electronic babysitters to pacify their kids so they can do something else -- drive, for example, or make dinner. Naysayers say parents won't shell out $500 for a children's toy but an entire industry has sprung up around DVD players in cars that are just for kids. How much do those cost? Besides, a Kit Tough iPad isn't a toy. It's a toy chest full of toys. A Kid Tough iPad is an ideal kid pacifier. For starters, parent-selected children's apps for the iPad are likely to be more educational than TV. As a replacement or substitute for in-car entertainment for kids, iPads are better because kids can change the app. The parent doesn't have to put everyone's lives at risk trying to swap DVDs. Parents will believe, and correctly, that using an iPad will better prepare their children for the future than watching TV. Any parent who owns an iPad will be constantly harassed by the kids, even more so than iPhone-owning parents are today. The path of least resistance for parents will be to just get the kids a Kid Tough iPad of their own. I think parents will do this by the millions. 2.1 Market Summary

Tablets have become a part of everyday life for most families. In a survey conducted in the fourth quarter of 2011, Nielsen discovered that 7 out of 10 children in households with a tablet computer used the device regularly. The gadget is most often used to keep children entertained while families go from one activity to the next. Children mainly accessed games, but also used the tablet for education, to watch videos and to chat with friends and family. When children are ready for a tablet of their own, parents want kid-friendly models that offer first-rate parental controls.(Soard, 2012)

Initially introducing the product in the greater New York City Are will give the product access to 990,000 kids who are under the age of 10. (ACS Demographic, 2010)

2.2 SWOT Analysis
The following SWOT analysis will showcase the key opportunities and threats for the Kid Tough iPad.
Strengths
* Apple IOS based
* Perceived quality
* Prime location for launch
* Early on in concept life cycle
Weaknesses
* Potential...

Cited: ACS Demographic. (2010). Retrieved September 15, 2012, from U.S. Census Bureau: http://factfinder2.census.gov/faces/tableservices/jsf/pages/productview.xhtml?src=bkmk
Soard, L. (2012, September 14). Kid-worthy tablet choices. Retrieved September 15, 2012, from Product Topia: http://www.consumersearch.com/blog/kid-worthy-tablet-choices
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