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1、MarketingObjectivestrategicthrustTheKpadasanewproducttoenterintothenewtabletmarket.strategicobjectiveMarketingobjectivesofkpadin2012isareasfollow:•Aimingfor5%marketshareinUKduring2012•Sell3,600Kpadperweek•Increasecustomerloyalty•Createbrandawarenessandli
2、nkkpadtoexistingpositionofKey•ExtendonKpadimageofhigh-tech,innovation,knowledge,enthusiasm•MeasuretheresponsesofmarketforthepurposeofadjustmentMarketingSegmentationmarketsegmentationstrategyUsingthreesegmentationcriteriontosegmentthemarket:1.Behaviourals
3、egmentation2.Psychographicsegmentation3.ProfilesegmentationTheexplicitsegmentationsofmarketarethebasistolaunchtheKpadinthenewmarketspecifieddetailsoftargetmarkets:Behavioralsegmentation•BenefitssoughtQuality,Services,Convenience,High-tech•Purchaseoccasio
4、nSelf-buy•PurchasebehaviourInnovators•UsageRegularusers,Heavyusers•PerceptionsandbelievesHigh-techE-producttoenjoylifePsychographicsegmentation•LifestyleStrivers,Positive,Enjoying,Innovation•PersonalityCuriousness,Enthusiastic,ExploringProfile•Age8-15,16
5、-30,31-45,over45•GenderMale,Female•LifecycleKids,Adolescences,Youngperson,Adult•Incomenoincome,middlelevel,highlevel•GeographicUnitedKingdom•OccupationsStudents,whitecollars,businessmanThenthefollowingtargetmarketsareselected:1.ThekidswhocanusetheKpadasa
6、nenlightenmentinstrumentandsupportedbytheirparents2.Theyoungpeoplewhoarestudentsoratinitialstagesoftheircareerswhovaluetheawesomeaspectsanddesign,purchasetheedge-tech,lookforpersonality,andtheybuyKpadtomeettheirdailyentertainmentrequirementandlearnknowle
7、dgethroughKpad.3.Themiddle-agedpeopleuseKpadtodealwithdailywork,acquireinformation,lightentertainment.4.Thosewhobeyondtheage45lacktheknowledgeoflatestelectronicproductbutstillcanuseKpadtoenrichtheirlife.Thisgroupisalwaysignoredandworthinvestmenttoexplore
8、.Bycombiningthebehaviour,psychographic,profilesegmentationstrategies,theselectedmarketsegmentationsarechosen.Thenthewelldesignedmarketingstrategyadoptedtoofferthemthefabulousnewproduct.Positioning•Developingtheexistingdist
