Motivation
In order to increase Australian consumers’ awareness, Microsoft should provide them with very informative and attractive advertising campaigns. As being one of the largest producers of software for computers, mobile phones, PDAs and other computing equipment, Microsoft should provide Australian customers with unique features of Microsoft Surface Pro 3. Thus, Surface Pro 3 tablet running Windows 8.1 is obtainable in a diversity of configurations using CPU Intel i3, Intel i5 or Intel i7. The important factor is the increase in battery life by 10% to nine hours of web surfing (Hopewell, 2014). These characteristics are very useful, because they allow consumers to use the tablet for work, which requires high operation. There is no need to compare Microsoft Surface Pro 3 with Apple MacBook Air. Some consumers prefer Apple because of its brand. So, Microsoft should catch its niche of brand loyal consumers by offering specific criteria like free access to some company’s licensed programs.
Also, the price of device begins from $799 for a model with Intel i3 processor and 64 GB of interior memory. The price of the tablet Surface Pro 3 processor-based Intel i7, formed by a hard shape drive with a capacity of 512 GB, is $1,949. According to the campaign of the USA, Australian customers can also be suggested with the discount based on certain conditions.
Attitudes Based on Low Effort Behavior
Microsoft Surface Pro 3 is a computer device, which requires some proficient knowledge in computer sphere in order to choose it and be sure in the quality. Therefore, if the customer (and typical customer is a kind of) doesn’t understand the parameters as CPU Intel i3, Intel i5 or Intel i7 as well as he / she cannot identify at first glance the feature as 2160 by 1440 pixels, there is a strong need to replace these figures into simple space. For example, the company can make some comparisons of CPU Intel i3, Intel i5 or Intel i7 with the development of a person, when CPU Intel i3 is a three-year old child with peculiarities, which have the child only in three years and so on. Customers will be more aware of a product if it is easy to percept and remember (Solomon, et al. 2006).
Australian customers are family-oriented. That’s why family is the most important consumer group of society, so marketers have extensively studied it. They are interested in the distribution of roles in the family and the impact that has on choice of products and services of different views of its members – husband, wife, and children. Microsoft Surface Pro 3 should be presented as the device for each family member. The relative ad can be launched in order to increase brand awareness in Australian market.
References
Hopewell, L. (2014). Microsoft Surface Pro 3: Australian Review. Retrieved 22 August, 2014 from http://www.gizmodo.com.au/2014/08/microsoft-surface-pro-3-australian-review/
Kennedy, S. (2014). Microsoft’s high-power Surface Pro 3 tablet just got better. The Australian. Retrieved 12 August, 2014 from http://www.theaustralian.com.au/technology/microsofts-highpower-surface-pro-3-tablet-just-got-better/story-e6frgakx-1227020940506?nk=448c73231f1a7c46dcc85b11f6e66e67
Kotler, Ph. & Armstrong, G. (2012). Principles of Marketing, 14th edition, Pearson Prentice Hall.
Solomon, M., et al. (2006). Consumer Behavior: A European Perspective. New Jersey: Pearson Education Limited, 3rd ed.
