The product under discussion is the Laptop case, and the basic premise of the product is to provide a printer and a scanner service, besides, providing a laptop machine.
The strategic objective of the Laptop case, is, position the product as a convenience based product, and develop a brand concept around ‘effective multitasking’, in an office or home setting in a resourceful and competent manner.
The placement of the Laptop Case will be done in a niche manner, since the initial production is for only 300 devices, with a focused strategy targeting on direct selling and brand activation, i.e. activities in malls, schools and colleges and universities to create buzz around the product.
The intent is to connect with the right target audience to be able to not only sell the initial 300 device, but, also generate maximum interest through a positive word of mouth.
Target Audience
The target audience for the Laptop Case will be two fold, i.e. Primary and Secondary Target market.
The primary consumers, will be the corporate offices, individual business and Freelance Sales persons, in view of the product feature the primary function of the Laptop case will be to make the business meeting convenient, case in point being, a transaction to open a Bank Account, will be revolutionary, with bank sales person visiting home to cater to the consumers.
The secondary market will be direct consumers, such as managers and students, since the need to print a report and project is more frequent.
The tactical objective is to make the sale, and in the process, develop brand equity for the laptop case by building an identity that resonates with the targeted audience.
The age of the targeted audience varies since the primary consumers are business oriented professionals, and the age range from 20-50+, the range is selected, since internees at a corporate office and students from college and university are targeted to utilize the Laptop case, to print reports and also, the managers and sales people can use it as per their discretion, also, middle age individual business owners can utilize the product.
The gender will be both male and female customers, in both the primary and secondary market.
The income range for the primary consumers will be 40K to 80K in US dollars, for the secondary target audience, the buy decision will be based on personal income from tuitions or pocket money and someone from the family paying for the product.
The psychographics factor, i.e. the mindset, of the target audience will be modern, confident, technologically advanced, expressive, in control and intelligent from a personality perceptive, that showcase, and the inertest will be, in trying new things, having fun and ambitious.
The family situation won’t be a factor, for the primary audience, but will be a factor for the secondary market, since the payment of the product must be done by an elder.
The geographical location of the marketing and promotional activities will be focused on an urban level, in cities and major town centers, to attract prospective consumers by showcasing the product’s benefits by launching a strong brand activation campaign.
It is of paramount importance, that the needs and motivations of the target audience are taken into account and a research is suggested, that will, help in streamlining the products, promotional avenues and a very direct target market segment from the selected audience.
