Lenovo Surface Pro 6 Presentation

This presentation provides an overview of Lenovo Surface Pro 6, including its features, competitive environment, and marketing strategies. It analyzes the target market, pricing, and product life cycle. The presentation also includes creative suggestions and recommendations for the product.

LENOVO SURFACE PRO 6
NAME OF THE STUDENT:
STUDENT ID:

PRESENTATION OVERVIEW & INTRODUCTION
 This presentation is going to elaborate on explaining relevant theory and applying
it to the chosen product of Assessment 2
 It would analyse the product market and the situation that the product belongs to.
 Creative ideas for the product shall be pitched
 The end of this presentation will present a self-reflection related to the completion
of the assessment.

COMPANY DESCRIPTION
 Microsoft Corporation is a technology company, incorporated on 22nd September,
1993
 It develops licenses and at the same time, supports and sells a wide range of
computer software, personal computers, consumer electronics and many other
related services (Basu, 2017).
 The company serves worldwide and is headquartered in Albuquerque, New
Mexico, United States.
 It has service like BING, MSDN, Office 365, OneDrive ,outlook.com,
teachnet.wallet, windows, Xbox which is covered worldwide.

CONTINUATION…
 The founder of the company is Bill Gates and Paul Allen and was founded in 4th April,
1975.
 The key people of the company are John W. Thompson (the chairman of Microsoft),
Brad Smith (the President), Bill Gates (technical advisor of the company) and Satya
Nadella (CEO).
 As per the year 2018, the total revenue of the company was 110.36 billion UD dollars.
 The company employ about 134,944 employees all around.
 75.47% is the global share of Microsoft Within 1985-2018.
 Microsoft is the biggest software company in the world as per the year 2018 (Au &
Lubienski, .2016)

PRODUCT DESCRIPTION (MICROSOFT SURFACE PRO 6)
 67% faster than the Surface Pro of 5th Generation
 Ultra-light weight laptop and versatile
 Display- 12.3” PixelSense™ Display with 2736 x 1824 (267 PPI) resolution.Storage-- 128GB, 256GB,
512GB, or 1TB solid-state drive (SSD).
 Connections- Mini DisplayPort, Surface Type Cover port, a USB 3.0, 3.5mm Headphone jack, microSDXC
card reader and a Surface Connect port.
 Battery Life- Up to 13.5 hours on a single go
 Memory- 8GB and 16GB RAM
 Processor- Surface Pro 6
 Software- Surface Pro 6; Windows 10 Home and Microsoft Office 365
 Price- starts from 879Euro to 2149Euro (Ibrahim, 2017)

COMPETITIVE ENVIRONMENT
Description Competitor 1 Competitor 2 Competitor 3
Brand name MacBook Pro Lenovo Yoga 700 Dell Inspiron 15 5000
Price Range 1899 AUD$ 1486.65 AUD$ 1118.99 AUD$
Competitive
advantage
• Very expensive
compared to
Surface pro 6 but
differs in additional
specifications
• Long battery life
• Affordability
• Portable
• Has complete
aluminium glossy
screen
• Long battery life
• Affordability
• Portable
• Dell Inspiron 15
5000 has 15.6 inch
FHD display
• Battery backup
• Affordability
• Portable

TARGET MARKET DESCRIPTION

JUSTIFICATION
Variabl
e 1
• My Microsoft surface pro 6 is relevant Variable one which is demographic base
that target the different age group such as teen or professional because of
portability of the device, similarly the strategy for the marketing among the
students.
Variabl
e 2
• The Psychographic as variable 2 which distinguished the different class of the
people like high or low. this product is nor cheaper neither expensive for the
normal class of people in comparison of laptop specification in $1350 AUD which
is affordable by both class either high or low class of peoples.
Variabl
e 3
• As my product Surface pro is worldwide geolocation-based company which
provides extra more features like customer care.

PRODUCT THEORY - 3 LEVELS OF PRODUCT
Level 1 Level 2 Level 3
Product in this level is
defined as the core of
competencies. This
means the product
should provide the
customer service after
the product has been
purchased like solving
any issues, service of
product which directly
benefit that product
The product including
many features as well
as difference
characteristics of the
product that attract
the consumer.
Argumentation
product is the
mechanism by means
of which measures
can be taken by
making some
productive
improvement in the
product with the help
of change.

PRODUCT APPLICATION - 3 LEVELS OF PRODUCT
Level 1 Level 2 Level 3
Surface pro 6 is
applicable for the
heavy multimedia as it
has high display
resolution and at the
same time, have
inbuilt graphic card
that are used for
multimedia.
The configuration of
the surface pro 6 like
its display, RAM
capacity, secondary
storage capacity are
comparatively better
than the others within
the same price range.
The product is also
bringing in unlocking
features by means of
enabling security
through eye retina
scan.

PRODUCT THEORY - PRODUCT CLASSIFICATION
Actual product
Surface pro 6
Core benefit
Portable size of
the laptop
Augmented
level
It means
customer car
for assisting
and giving
feedbacks

PRODUCT APPLICATION - PRODUCT CLASSIFICATION
The core aspect of
Surface pro 6 that
has matching
performance to the
actual features like
processing speed,
display and storage.
Surface pro 6 is
highly applicable for
heavy multimedia
where it has high
display resolution
and having inbuilt
graphic card used
for multimedia.
The product is
improving the
unlocking features in
coming days by
means of enabling
the security by eye
retina scan.

PLACEMENT THEORY - DISTRIBUTION STRUCTURE
Level
1
• Brand mentioning in television
• Advertising billboards
Level
2
• Brand integration in television
• Deals with the television studios and offering unique customer
participation
Level
3
• Brand integration in the television and interactive
• The products that are seen on the show could be clicked upon for
taking the customers to the retailers who sells the product

PLACEMENT APPLICATION - DISTRIBUTION STRUCTURE
Level
1
• Mentioning about surface pro 6 in television
• Advertising billboards about the product
Level
2
• Integration of the product in television
• Deals with the television studios and offering unique customer
participation
Level
3
• Integration of Surface pro 6 in the television and interactive
• Surface Pro 6 seen on the show could be clicked upon for taking the
customers to the retailers who sells the product

PROMOTION THEORY - PROMOTION ELEMENTS
Offline Promotion Online Promotion Omni-channel
promotion
It makes use of offline
media channels for
creating awareness
about the products
and services of a
company by use of
Advertising, Brochures,
Reports and reviews,
Sales promotions,
Magazines, Television,
Radio and Exhibitions
It makes use of online
media channels like
websites, Applications,
Content search
E-commerce video and
Social media
marketing for the
promotion of the
product.
It refers to the concept
of using both the
online and offline
channels for the
promotion of a
particular product. It
helps in providing
seamless user
experience over all the
channels that are
relevant to the

PROMOTION APPLICATION – OMNI CHANNEL PROMOTION

PRICING THEORY - POSITIONING
Quality positioning Benefit based
positioning
Premium
positioning
Competitive
positioning
• It is a price quality
approach of
positioning
• It makes use of the
relation between
quality of the
product and its
price.
• Products are
optimally prices on
the basis of their
quality for keeping
them higher in the
mind of the
customers.
• Positioning of the
products for unique
benefits
• Communicating
about the unique
benefits of the
product
• It helps in
highlighting the
strong attributes of
the company.
• It is achieved by
means of focusing
the efforts and
optimising the
products for a
specific market
segment, willing to
pay the premium
price for it.
• Products are priced
based on the level
of competition in
the market

PRICING APPLICATION - PERCEPTUAL MAP

PRICING THEORY - PRICING STRATEGY & OBJECTIVE
 Premium Positioning by means
of keeping the price of the
product high.
 It is achieved by means of
focusing the efforts and
optimising the products for a
specific market segment,
willing to pay the premium
price for it.
Objective:
 To differentiate the product
of the company from the
other similar products in
the market
 To develop a unique
characteristics of the
products and the company
that actually makes it.

PRICING APPLICATION - PRICING STRATEGY & OBJECTIVE
 The Surface Pro 6 will be
created by value
 It will be differentiated by
means of focusing on a
particular customer segment.
Objective:
 To allow the company Lenovo to
spotlight the particular areas
where it could outshine and
beat the existing competition.

MARKETING MIX SUMMARY
Product Price Place Promotion
Surface pro 6 is
applicable for heavy
multimedia as it has
high display
resolution. Also, it
has inbuilt graphic
card used for
multimedia. Its
other feature
include great
display, high RAM
capacity, secondary
The company
will make use
of premium
pricing strategy
and will keep
the product
price starting
from $1349.00
AUD
Television
Advertising and
billboards
about the
product
Integration of
the product in
television.
Omni-channel
promotion
strategy will be
used where both
the online and
offline
promotional
events will be
conducted.

PRODUCT LIFE CYCLE THEORY
 It is an economic theory and was
developed by Raymond Vernon
 It is broken into four different
stages and they are- introduction,
growth, maturity and decline
 It impacts the process in which it
is marketed

PRODUCT LIFE CYCLE APPLICATION

PITCH OF CREATIVE SUGGESTION/S
 Finding out for giveaway opportunities that will align with
the brand
 Creating attractive content on the product that people
would like to read
 Repurposing the content

CONCLUSIONS & RECOMMENDATIONS
 According to contemporary era of hybrid tablet-laptop the Microsoft
is ahead of every manufacture company
 Microsoft surface pro 6 is the best as of its price.
 Reliability, affordability and company care facility are the most
attracting features for the surface pro 6 laptops
 The surface pro 6 is likely to gain more popularity in coming days.
 The company must improve its marketing strategy to ensure
positive feedback and sales growth of the product.

REFERENCES:
 Au, W., & Lubienski, C. (2016). The role of the Gates Foundation and the philanthropic sector in shaping the emerging education market: Lessons
from the US on privatization of schools and education governance. In World Yearbook of Education 2016 (pp. 47-63). Routledge.
 Basu, S. (2017). Corporate purpose: Why it matters more than strategy. Routledge.
 Cantwell, J., & Salmon, J. (2016). Vernon’s Contribution to International Business. The Palgrave Encyclopedia of Strategic Management, 1-4.
 Erevelles, S., Fukawa, N., & Swayne, L. (2016). Big Data consumer analytics and the transformation of marketing. Journal of Business
Research, 69(2), 897-904.
 Ibrahim, P. (2017). All-New Microsoft Surface Pro (2017 Edition) & Microsoft Surface Laptop: The Definitive Beginner's Guide.
 Kachroo, P., Gupta, S., Agarwal, S., & Ozbay, K. (2016). Optimal control for congestion pricing: Theory, simulation, and evaluation. IEEE Transactions
on Intelligent Transportation Systems, 18(5), 1234-1240.
 Kim, J., Chankeshwara, S. V., Thielbeer, F., Jeong, J., Donaldson, K., Bradley, M., & Cho, W. S. (2016). Surface charge determines the lung
inflammogenicity: A study with polystyrene nanoparticles. Nanotoxicology, 10(1), 94-101.
 Nagurney, A., & Li, D. (2015). A supply chain network game theory model with product differentiation, outsourcing of production and distribution,
and quality and price competition. Annals of Operations Research, 226(1), 479-503.
 Weijters, B., & Goedertier, F. (2016). Understanding today’s music acquisition mix: a latent class analysis of consumers’ combined use of music
platforms. Marketing Letters, 27(3), 603-610.
 Yao, Y., Zhao, H., Chen, Y., Xu, D., & Long, Y. (2018). Positioning–pricing problem of heterogeneous duopoly with uncertain consumer preferences. Soft
Computing, 22(17), 5775-5782.

SELF-REFLECTION
 I first made a to-do list for completing this task
 I divided the whole task into smaller pieces and developed
a time line for completing it within the deadline
 After competition of each section, I acquired many
knowledge about marketing and marketing principles.

THANK YOU