This post is not just meant for the OlivePad and the HCL tablets, but the tens of tablets that have already been unsuccessfully launched in the market and the hundreds that are on their way. So why didn’t the Olivepad sell like hot cakes, when it was the first tablet on Indian shores? Why was the offtake of the HCL tablets so poor?
Build ATTRACTION towards your product
Yes, the product quality and features matter, but that's not the only thing that matters! There’s one key element tablet manufacturers are missing to do - BUILD ATTRACTION TOWARDS THE PRODUCT. Tablets are a new category and they don’t satisfy any need (only wants). For product categories that are known or old, creating awareness works, but for newer categories like tablets there has to be a greater pull for customers to go buy it. And this is a tactic that will only work before tablets go mainstream. It’s a tool that can help some tablet manufacturer get their pie in the tablet market share chunk.
How to build that attraction
There isn't one right way of doing it but the objective is to concentrate on attracting people towards a tablet, rather than just increasing awareness about it.
Samsung made the right noises and some good moves. For e.g. seeding their Galaxy Tab to Karan Johar for 'Koffee with Karan', ensured big visibility. They gave their 10'inch tab free to developers present at the I/O conference at San Francisco - good move I say because it was a big conference and the people were the real techies, thus influencers. Am sure Sony is going to use Kareena Kapoor to promote their tablets.
No comments:
Post a Comment