Microsoft Market research for Surface
WIN8 TABLET
SWEDISH MARKET STUDIES
Unicorns
Pamela Cominetti 61127
Sherry Wu 61138
Mario Harkmaa 61141
Mikael Fors 61123
Zhifan Yu 61150
Table of Contents
Introduction ...................................................................................................................................... 2
Part I – Current Market Situation and Product Unique Selling Points ............................................ 2
Purchasing Drivers..................................................................................................................... 4
B2B .................................................................................................................................... 4
B2C .................................................................................................................................... 4
Customer Groups ...................................................................................................................... 5
B2B .................................................................................................................................... 5
B2C .................................................................................................................................... 6
Part II – Segments, User Groups and Marketing Approach............................................................. 7
School library lending out - Productivity ................................................................................... 7
City exploration/treasure hunting - Fun.................................................................................... 8
Metro Campaign - Convenience ................................................................................................ 8
Ad campaign - All in One ........................................................................................................... 9
Commercial 1: Convenience & Productivity
SWEDISH MARKET STUDIES
Unicorns
Pamela Cominetti 61127
Sherry Wu 61138
Mario Harkmaa 61141
Mikael Fors 61123
Zhifan Yu 61150
Table of Contents
Introduction ...................................................................................................................................... 2
Part I – Current Market Situation and Product Unique Selling Points ............................................ 2
Purchasing Drivers..................................................................................................................... 4
B2B .................................................................................................................................... 4
B2C .................................................................................................................................... 4
Customer Groups ...................................................................................................................... 5
B2B .................................................................................................................................... 5
B2C .................................................................................................................................... 6
Part II – Segments, User Groups and Marketing Approach............................................................. 7
School library lending out - Productivity ................................................................................... 7
City exploration/treasure hunting - Fun.................................................................................... 8
Metro Campaign - Convenience ................................................................................................ 8
Ad campaign - All in One ........................................................................................................... 9
Commercial 1: Convenience & Productivity