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It was also the only company offering AIOs. It gave HCL the first
mover advantage and gained brand salience. AIO will be the major
revenue earner for the next 5 years starting 2011.
Space Constraints
Complete multimedia device; easy to use, less
cluttered and bulky
Aesthetics
Less energy consumption
Portability
Family Product; child driven
Looking beyond conventional
Flexible budget
No white box market; less competition
COMMERCIAL
SEGMENT
SOHO
CONSUME
RS
SCHOOL
CHILDR
EN
STYLE
CONSCIOUS
USERS
HOME
OFFICE
WORKING
FROM
HOME
SMALL
HOME
OWNERS
BANKS
INSURAN
CE
MALLS
IT/ITES
51
Small Office
12
Small Business
11
Medium Business
Large Business
14
4
100
Positioning statement
Positioning is not what you do to a product but
Focus
Convince
In the context of
other alternatives
Because we have
Positioning
Item
Customer
Target
Competitor
Target
Value
proposition
Reason to
HCL
Product
Service
Advertising
Selling Strategy
Sales Promotion
Distribution
Price
Sales
Market
Strategy
align these
programs
R&D
Finance
Operatio
ns
Thank You