Microsoft SurfacePhone

“All Work, All Play”

Presented by:
Noman Nasir 170062
Faheem Ashraf 170061
Sibghat Ullah 170291 Presented To:
M. Mehlab 170188 Mr. Shahwar Hussain
Haris Bilal 170264
Contents
● Advertisement
● Introduction and History of Microsoft Phone
● SWOT Analysis
● BCG Matrix
● Competitor’s Analysis
● Our Marketing Plan
○ Main issues
○ Microsoft SurfacePhone
○ Target Market
○ Product Strategy
■ Feature Analysis
○ Pricing Strategy
○ Promotional Strategy
■ Message
■ Sales Promotion
○ Distribution Strategy
○ Action Program and controls
History of Microsoft Mobile Division
1996 2012
Birth of Microsoft Phone Launch of Microsoft phone
division

1996-2003 2003-2012 2012-Today

2003 October 2017

Microsoft Mobile OS Stop developing new
mobile
OUR MISSION STATEMENT

“To empower every person by connecting

personal and business life, providing
premium experiences which exceed
customers desire.”
OUR VISION

“To help people and businesses

throughout the world realize their full
potential.”
PROBLEM STATEMENT

The reason of failure of Microsoft phones?

Loopholes in their products?

Our Initiative

Major way to improve?

TARGET MARKET
Segmentation:
● Geographic
○ Countries
■ Japan, China, Netherland, Singapore, Canada, UK, US, Finland, Russia, Germany, South Korea

● Demographic
○ Age
■ 22-45
○ Income
■ High earners
○ Occupation
■ Professionals, managers and executives

● Behavioral
○ Benefits sought
■ Sense of belonging
■ Speed of service
■ Advance feature
■ Productive And Premium device
BCG Matrix
Cash Cows
• Computing and Gaming Segment

Stars
• Windows Operating Systems
• Office

Question Marks
• Windows Phone
SWOT Analysis

Strengths: Weakness:
● Easier to integrate new devices ● Unattractive UI
● Technically advance company ● Low number of apps on
● Huge distribution network Windows store
● Universal Windows Platform

Opportunity: Threats:
● Growing smartphone market ● High competition
Competitor Analysis
● Android OEM
○ Google
○ Samsung
○ Xiaomi
○ Huawei / Honor
○ Oppo
● Apple
○ iPhone
○ iPad
Microsoft SurfacePhone

● Brand extension of Microsoft Surface

● Premium, high-end innovation

● Targeted according to behavioural and demographic segmentation

PRODUCT STRATEGY
Prototype (SurfacePhone 365):
Prototype
Prototype
Prototype
Prototype (User Interface)
Feature Analysis

● One windows, all devices

● Ultimate productivity machine
● 25 % more performance Benchmark Score
(Higher is better)
● 5% less weight

Weight(g)
(Lower is better)
PRICING STRATEGY
RAM & ROM: 40.20 $
Display: 81$ for front display,
65$ + 65$ for foldable display
Processor: 45$
Wireless Section: 30$
User sensors: 15$
Power Circuitry: 7.50$
Battery: 12$
Active pen: 12$
Total materials: 372.7 $
Manufacturing: 22.1$
Total Cost: 394.8 $
Considerations:

● Value-based Pricing
● Market-skimming pricing due to unique offering
● psychological pricing strategy
● Limited discounts
● No-interest financing
Initial Retail Price:

1499$
POSITIONAL STRATEGY
PROMOTIONAL STRATEGY
Message:
● Rational and Emotional appeal
● Direct marketing
○ Advertisement on social media
○ Buzz marketing through SurfaceClub
○ Online reach through 10 technology influencers
SALES PROMOTION STRATEGY

Surface All Access

DISTRIBUTION STRATEGY

● Selective distribution through more than 15000 retailer and

flagships stores

● Direct marketing channel

Action and Control Program

● Action program
○ Launch events of SurfacePhone 365, SurfaceClub
○ Social media channels
○ Review units
● Controls
○ Feedback
○ Distribution Network control
Recommendations & Conclusion

Build a community of windows developers

Focus on innovation
Build an Eco system of their own products.
THANK YOU
ANY QUESTIONS?