Synopsis

ANALYSIS OF MARKETING STRATEGIES AND BRAND BUILDING OF TABLETS.

Submitted for the permission of pursuing Research Project Report (MBA-043)

Under the Guidance of Mr. D.N. Tiwari

Submitted by Shravan Kumar MBA IV Semester

Department of Management GIHS Lucknow 2012-2013

INTRODUCTION
A Tablet PC is a PC that has a touch screen. Most of the Tablet PCs will not have built-in keyboards however users will be able to plug in keyboards if they want to. The main method of input is handwriting recognition similar to Transcriber on the Pocket PC. Also, the Tablet PC is unique in it's support for ink notes as well. In general terms, tablet PC refers to a slate or tablet shaped mobile computer device, equipped with a touch screen. The term Tablet PC was made popular in a product announced in 2001 by Microsoft, and defined by Microsoft to be a pen-enabled computer conforming to hardware specifications devised by Microsoft and running "Windows XP Tablet PC Edition" operating system. The Tablet PC is not only perfect for project-based application users that require the power of inking or easy pen-driven navigation, but also for mobile professionals who must have a keyboard and integrated media drive all included in one unit. Taking advantage of the industry-first bi-directional swivel hinge, you can easily transform this standard notebook into a tablet configuration by rotating (in either direction) and folding the screen. Collect data efficiently and accurately using the stylus to make handwritten notes and drawings with digital ink. To enter data using the keyboard, tilt up and rotate the screen (follow the arrow indicator) to a notebook configuration. The stylus and active digitizer continue to work in the notebook configuration.

LITERATURE REVIEWS ON TABLET PCS A task set to the group, before the event was to write a few hundred word review of an article around the topic. The following are those reviews. If people want to add more then please use the comments. Using podcasts and tablet pcs in computer science Kurtz et al., (2007) in ACMSE March 2007, pg 484-489. Im going to focus on the tablet PC aspect as the use of tablet pcs in higher education is the topic of under discussion at the WEET-HE meeting this afternoon (West of England e-Learning Teams in HE). The authors report on a programme which had been re-structured. They replaced the didatic lectures with video podcasts which the student need to watch before attending the small group problem solving classes. In these problem classes the students were divided into groups of 4. Each group had a tablet pc. These were connected to the wireless network, and they used classroom presenter and microsoft onenote to share and work collaboratively.

Top 5 Tablets Brand In India

1. Apple New iPad (Retina Display) Price: 32,000 Onwards Apple iPad is the most selling tablet in the world, and the latest version comes with the companys advanced Retina Display screen. The third generation iPad or the new iPad is powered by an improved A5x processor which has quad core graphics to deal with the high-resolution Retina Display screen. The tablet sports a 9.7-inch display with 2056 x1536 pixel resolution having pixel density of 326 pixels per inch.

BlackBerry Playbook 64 GB

BlackBerry Playbook has seen lots of ups and downs from the time it entered the tablet market. But it has somehow managed to be at one of the top spot with its affordable price, Cortex A9 dual core processor with a Power SGX540 graphics card, 1 GB RAM and QNX operating system. The tablet has a 7-inch LCD capacitive touch screen with 1024 x 600 pixel resolution, 5 MP back camera, 3 MP front-facing camera and 64GB onboard memory.

Asus Transformer Prime This is one of the uniquely designed and power packed devices in the whole tablet market. This tablet has a detachable keyboard docking by which you can convert it into a laptop. By attaching the keyboard you also get a boost in battery life. This is a 10.1-inch tablet which has an IPS capacitive touch screen with ten finger multi touch support and the screen is made of scratch resistant Corning Gorilla glass.

Samsung Galaxy Tab-2 310 This second generation tablet from Samsung offers 3G connectivity and runs on the latest Android 4.0 (ICS) operating system along with Samsungs custom Touch Wiz user interface. The 7-inch screen has 1024 x 600 pixel resolution and the tablet comes powered with 1 GHz ARM Cortex dual-core mobile processor. It sports a 3MP rear camera, front VGA camera for video chatting, 16 GB onboard memory which is expandable to 32GB with micros card and USB 2.0 port. The device supports Bluetooth, WI-Fi and DLAN.

IBerry Auxus AX02

IBerry Auxus AX02 is one of the cheapest Android 4.0 (ICS) running tablets which was launched in February, 2012. Auxus AX02 is powered by 1GHz processor, dualcore Mali graphics processor, 1 GB of DDR2 RAM and 4 GB of internal memory expandable up to 32 GB with micro SD card. The tablet has a VGA (0.3 MP) front facing camera for video chats, 3 MP rear camera and 4000 mAh battery. It supports Wi-Fi, HDMI and 3G with USB dongle.

RESEARCH OBJECTIVE

To know about market share of tablets. To study about the different brands of tablets. To know the market positioning of tablets. To know the market strategies for branding. To study various marketing strategies of companies for brand building.

RESEARCH METHOLOGY To achieve the objective of the project there was some information which was to be gathered and according by some decision has to be taken. Under this project I have studied through of HCL ultra portable laptop along with the growth of laptop users.

Data Collection a) Primary Data: Through survey and structured questionnaire. b) Secondary Data: Company reports, newspapers, books.

Area of Study: Gomti nagar and Indira nagar in LUCKNOW.

Sampling Plan A) Sample Design The sample was selected on the basis of pre-qualifying question as to whether the respondent is an existing PC/notebook user or whether he is planning to buy one .

B) Sampling Unit Sampling unit in this research retailers & end customer in Lucknow

C) Sampling Technique To select the sample, the Non-Probability sampling procedure was used. Further sample was selected on judgmental basis.

PROPOSED CHAPTER PLAN.

Introduction: About the Organization Objectives

Research Methodology Data Analysis and interpretation Findings

Suggestion Conclusion Bibliography

BIBLIOGRAPHY

Author: Philip Kotler, Marketing management, Tata Mc-Graw Hills Publishing ltd, 13th Edition.

MAGAZINES / NEWSPAPERS

Business Today The Financial Express The Times of India Company Annual Magazine

WEBSITES:

www.google.co.in www.acer.com