E Reader Ad Critique

Following the emergence of e-readers, new entrants offered variations similar to the Kindle Fire (Exhibit 1). Apple’s iPad was a major success and dominated the tablet market for its multipurpose and feature rich device. Both Amazon and Apple had

These challenges, awareness, availability, accessibility and affordability are the obstacles that stand in the way of a product being successful or not. If appropriately traversed, the company can expect to see huge profits. However this can only be done through a very thorough understanding of this unique market and the appropriate application of practical and pragmatic marketing strategies.

Our team decided to choose the “Broad Differentiation” strategy as the basic strategy for our company. We will attempt to differentiate our product line in several distinct dimensions. By providing products that are vastly superior and unique from our competitors and pricing the products with an affordable price, we can gain something that is beneficial for the company in the future, which is customers’ loyalty and awareness. We may change or modify our strategy for the next round depending how it performs against our competitors.

new products and or a service. Marketers explore ways to distinguish themselves, in the eyes of

Step 1: The business strategy goals are to capitalize on specialty products and offer products for all incomes. The business strategy is a collaboration of the broad differentiation strategy and focused market niche strategy. The broad differentiation strategy concentrates on “seeking to differentiate the company 's product offering from rivals ' in ways that will appeal to a broad spectrum of buyers.” The focused market niche strategy principles are differentiation and concentrating on a narrow buyer segment that may outcompete rivals by offering niche members customized attributes that meet their tastes and requirements better than rivals ' products” (Thompson, Gamble, & Strickland, 2006, p. 114).

(Mindtools.com, 2015) “Putting the right product in the right place, at the right price, at the right time”. It 's quite straightforward, you simply need to make an item that a specific group of individuals need, put it or sell it somewhere where those same individuals visit consistently, and value it at a level which coordinates the quality they understand they get of it; and do all at a time they will all want to purchase it. At that point you have it made!

Niche market is the subset of the market on which a specific product is focused. The market niche defines the product features aimed at satisfying specific market needs, as well as the price range, production quality and the demographics that is intended to impact. It is also a small market segment

As demand for technology increases, many companies have begun to transfer every day items and tasks to an electronic version of the same program. A specific type of product that has been altered to be more compatible with growing technological demand is books. Before technology was popular, books were available as paperback and hardback copies only. However, as consumer demand for technology increases, tablets are becoming an asset to a person’s work materials. To accommodate for this shift in consumer wants, eBooks are created; these make up for the technological improvement and produce a cheaper alternative to actual books. The possibility of an eBook monopoly is steadily increasing and is already high

On the other hand, prices are the most insignificant buying criterion in High End, Performance and Size segments. No matter how high the prices are, customers in these segments are more preferable to high-tech product. In particular, for the High End and Size segments, ideal position occupies 43% and products’ ideal age is 29%. Furthermore, reliability is the most important consideration to customers in Performance segment. Hence, Niche Differentiation is a proper alternative for these three segments.

Company U’s primary focus is creating products that create value and fill a need in growing markets – it currently has three products. SUSI is the lower quality offering which focuses on weight and volume, marketed towards Singles and Others who are the most price-sensitive and are projected to have the highest growth rates over the next five years. SULI is the high quality electronic offering, distributed primarily to Professionals and High Earners who are driven by performance and convenience. VUGO is a product that was created for the Followers segment of the Vodite market which is projected to have the largest growth over the next five years at over 3300%. Followers require a high performing product, but at an

The prevalent of e-books creates numerous platforms for the marketplace of books. For example, when Steve Jobs announced the launch of the iPad iBooks, it created an enormous opportunity for publishers.

In simple terms, niche (marketing) can be defined as fulfilling the needs of a tightly-defined market segment (Kotler and Keller 2006).

In the book, Positioning: The Battle for Your Mind, two authors, Ries and Trout, illustrate how efficient positioning a product can affect the recognition of the target market. In addition, it is an outside-in approach to the business marketing. In other words, the marketer considers a business with the prospect’s mind rather than the products. First and foremost, the authors introduce the concept of positioning---“Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect. That is, you position the product in the mind of the prospect” (Ries & Trout, 1986). Moreover, the past strategies for marketing no longer match the present market, and Ries and Trout believe that communication itself is a big problem. Since our society is “over-communicated,” customers might receive overwhelming information. People’ s minds can only collect a narrow amount of information and it blocks out the rest of irrelevant information; therefore, this can explain the reason why some advertisements fail to attract the attention of consumers. The authors provide several statistic data to support their statement about the over-communicated world. Obviously, 57% of the world’s advertising is offered by the United States, America publishes more than 30,000 books per year, and the average of American family watches around 51 hours per week of television. Therefore, American customers receive too many messages from different mediums, such as television, books, and

According to Angelo Biasi, General Manager of SMART Marketing Solutions, LLC, a business that focuses on a niche market is addressing a need for a product or service that is not being addressed by mainstream providers. Fenix niche marketing segment can be classified as psychographic segmentation where buyers are divided into different groups on the basis of psychlogical traits, lifestyle or values. Fenix catered to innovators who are successful, upsacle, sophisticated, active, take – charge people with high self estem who wants to make a

Product: The strongest initial marketing angle for the Aural Plus would be to highlight and