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__Finalized GOPST Analysis__ Goal: To get the Adam Tablet to be the leading Android tablet in North America

Objective: 1. Gain brand awareness through strategic advertising methods (buzz, guerrilla, undercover)-- Mississauga transit, UTM library, stand in front of the Apple store; maintain extensive social media presence, such as facebook groups, YouTube channels, twitter, participate in tablet/android/iPad forum discussions online). More so, connecting with the target maket on a level of a brand not simply another product ( in order to measure the effects of this, we can hire a marketing analytics to conduct surveys to measure the results end of February 2012) 2.Have the Adam Tablet available in most major electronic retails in North America by March 2012 3.For the Adam Tablet to achieve a 20% market share by March 2014


 * the image above shows the potential growth for non-iPad tablets market. While directly competing the iPad (also, on the proprietary end RIM Playbook has been higly anticipated to come out in April 2011 with prices less than the $500 mark, currently going trough requests for FCC filling), Adam Tablet competes with other Android devices such as the Motorola Xoom which was the first device to run on Android 3.0; and the Samsung`s Galaxy tab**

Plan: 1. Create a 30 second commercial which will be posted on YouTube 2. Create slogans and introduce buzz, undercover and guerilla marketing approaches to the advertisements within the GTA 3. Have the Adam Tablet available in major Electronic Retail stores in North America

Strategy: 1. Depict the Apple consumer as an idiot and self-absorbed into Apple products and depict the Adam consumer as a "smart consumer", especially focusing on Android opensource lovers, http://androidlovers.co.cc/ 2. A) Make the Adam Tablet as an available alternative for short-term loan at the UTM library B) Establish Buzz words/slogan advertisements in the Mississauga Transit Bus Routes C) Have Adam Brand Ambassadors/ Early Adopters stand in front of the Apple Store in Square One holding Adam Tablets and wearing "Adam Represent" T-shirts. Recruit real Adam Tablet purchasers (here is a video of one unboxing of the Adam Tablet by shoppers in North America, it also seems like an inbiased review http://www.youtube.com/watch?v=dFTF5L9rT68) and pay them as Brand Ambassadors to promote the Adam Tablet vision with potential customers. 3. Fly three Notion Ink Sale and Marketing Representatives to contact Electronic Retailers within the GTA to set-up Adam power point presentations

Tactics: 1.Make the Apple consumer persistent on buying a Apple iPAD no matter what the consequences are 2. Have Charlie Sheen as the celebrity endorser for our buzz slogans as the "winner" of all electronic Tablets through a telephone interview 3. Establish contractual agreements with Retail chains like Best Buy, Future Shop and Wal-Mart to implement the Adam Tablet into their supply chain/inventory

Feedback: It's a brilliant work.I have a little concern about the order of objectives. Firstly, gain brand recognition and make it available in most major electronic retail stores then we can achieve a 20% market share. And I think we need a deadline for the other two objectives as well. Strategy 2 is very creative. Furthermore, we cooperate with Coursesmart.com for the e-book service. I made some of the proposed changes, feel free to add/edit.Maja According to the comparison below, I think the marketing points could be: Larger screen, 320Mp camera with auto focus, larger RAM, 24 hr battery life and the AFFORDABLE PRICE!!

Features of iPad 2:


 * 1GHz dual-core A5 CPU
 * 512MB RAM (adam 1G)
 * 16GB, 32GB, 64GB storage options
 * Front & Rear Cameras, front is VGA, rear is 720p (adam 3.2Mp but with auto focus, more convenient for family use)
 * 9.7″ LED display with 1024×768 screen resolution at 132ppi (adam 10.1 wsvga with 1024x600, disadvantage)
 * GPU said to be 9x faster
 * Video output supports up to 1080p
 * Runs iOS 4.3
 * 10 hour battery life (Adam 24 hr)
 * White & Black color options (same)
 * 3G models are AT&T and Verizon compatible
 * 1.3 lbs (Adam 1.6lbs but larger screen)
 * Thinner build
 * Price: starts at $499 (Adam 327 - 800)

Sarah

Hey Guys, I moved the project outline to its own page on the left navigation. I am leaving the home page as a place for us to update our ideas for now before the test tomorrow. Below I wrote a very rough marketing mix. Obviously it is just my thoughts and everything is subject to change for the actual project, but I wanted to get the ball rolling as far as ideas are concerned. Here is my thought on our angle- I think we need to directly pit ourselves against the iPad in the same way Apple plays itself against PC's. Since Apple is gaining a very 'hipster' reputation, it may be a good idea for us to play on that. Maybe create our target market as smart consumers, ones who are not concerned with having an Apple branding or shiny packaging. Target the 'smart consumer' of our generation who is well versed in technology, has grown up with it, and can therefore differentiate between a glorified product and a well priced machine with more to offer. Anyways that is obviously just a start....please add your ideas! -Mandy //Product –// The Adam tablet (definitions can be found on the websites we have in the Facebook group) //Price// – Undercuts the price of the iPad. (As per the wikipedia info) It is important for the consumer to receive the highest quality materials without charging a premium. The Adam is comparable in price to most tablet’s being released with the ability to expand its storage capacity via micro-SD card support. The price is more than reasonable for all the features one receives with the Adam and yet it isn’t SO inexpensive that it will make consumers wary regarding the quality of the product. Price examples: //Place -// Our goal is to successfully begin distributing the Adam in North America. Since currently the iPad is dominant on the tablet scene, with HP and Blackberry shortly releasing their versions, it is crucial for the Adam to be launched within the next several months. The competition will be very high due to established names in the game such as Apple and RIM, which will make creating awareness regarding the Adam’s features important. In order to increase awareness a large scale launch will be required and accessibility is paramount. Whereas Apple limits the distribution of their products, Adam needs to strive to do the opposite. All major electronics retailers such as Best Buy and Future Shop as well as smaller distributors need to stock the product. It is our opinions that Notion Inc should remove itself from the distribution channel altogether. They are a small company and as such it will be difficult for them to manage inventory and logistics for shipping to individual consumers. They should continue to focus on R&D and allow larger channels to control their distribution. By creating a structured supply chain they will be able to minimize warehousing, which will help them cut costs. //Promotion// - Given the competitive environment of the tablet market and that Notion Inc is a fairly unknown company, they need to make a name for themselves and create buzz. One of the simplest ways to do so is to directly attack their toughest competition, which at this point is the iPad. Similar to the marketing, which Apple does vs. PC’s, the Adam will have to pit itself against the iPad to create consumer awareness and potential media interest. The focal point of the advertising will be to cater to the ‘smart consumer’. This is the individual who is not interested in the shiniest packaging or what the current trend is, but the individual who knows what they want and is interested in owning the best technology and most efficient design available.
 * LCD and WiFi: $375.33†
 * LCD, WiFi, and 3G: $425.33†
 * [|Pixel Qi] and Wifi: $499.45†
 * Pixel Qi, Wifi, and 3G: $549.99†

This chart makes the Adam look more appealing and can be used to directly contrast the Adam and iPad to support our points. - maja

By the way, the one showed in the chart here is iPad 1. The direct competition we're gonna face may be iPad 2 which adds more features such as camera. - Sarah Ok, I will update this chart with specs for iPad2 during the following days. Maja This is a very useful link for updating the ipad2 vs adam tablet chart: []. Maja, I thought this might be helpful in updating the table. It's all on the Adam, as opposed to the iPad but the information may be useful to add. - Trisha