Huawei Matebook

IMC ProjectHuawei Matebook

Akhil M
Pgdm no: 15130
SDMIMD, Mysore
Date: 6-8-2016

Huawei Matebook

The Company
Huawei is a Chinese electronics giant headquartered in Shenzhen, Guangdong. It is the largest
telecommunications equipment manufacturer in the world, having overtaken Ericsson in 2012.
Earlier its major area of focus used to be Information and communications technology, now its
major focus is on manufacturing mobile devices. It has grown rapidly over the years and as of
2015 it is one of the top 5 smartphone manufactures of the world. In 2016 it had partnered
with google to make google nexus 6p which received a lot of attention particularly in the
western market and from then on Huawei started to grow exponentially.

The Device
Huawei Matebook is an ultra-thin 2 in 1 PC tablet by Chinese electronics giant Huawei. The
device is powered by Intel M series chips which provides high performance without the use of
fans which keeps the overall profile of the device very thin. The device is targeted at business
executives who find tablet to be incomplete in functionality and a full-fledged laptop a burden.
By entering this segment Huawei is competing directly with Apple iPad and Microsoft Surface
tabs.

Marketing Mix
Product

Matebook is essentially a 2-in-1 laptop tablet hybrid which is very sleek in profile and
comes with exceptional build quality.

Matebook is a premium product that comes with a premium price tag.

The product has amazing softwares which help day to day activities and can be
modified for any kind of business. Thus, Matebook is a choice for residential as well as
business customers.

Matebook distinguishes itself from the competition by including a pressure sensitive

stylus which can be used as a pen and has 2048 degrees of sensitivity.

Place

The company has presence in nearly 200 cities in the world including in places like
Canada, India, USA and UK. Stores and outlets are established at well-placed locations

Huawei Matebook

where the customers as well as the prospective customers can examine the product to
their hearts content and satisfy their curiosity.

These stores are located in premium localities only and have a fantastic interior and
physical evidence qualities to attract customers.

Huawei has also developed a strong presence on the internet and provides an easy
accessibility to the process of buying the Matebook. The presence of electronic
shopping has helped the company to gain record sales.

Price

Matebook is a premium priced product.

There are cheaper options available to customers but the superior quality of the
Matebook comes with a premium price tag which only a select people can afford.

Promotion

Huawei builds its promotions on the foundation of innovation. All of its communication
vehicles send a message to the customers that the Matebook is different and unique.

They mainly promote their products through online channel.

Target Audience

Working Professionals above the age 25 who are classified under SEC A in socio
economic classification.

People working in fields such as designers, artists etc.

People who are frequent travellers and people who prefer mobility.

People living in Tier 1 and Tier 2 cities.

The basis of this classification:

The product servers a niche market, and is made especially for business professionals.

Its a premium as well as a hybrid product, so cannot target the whole laptop and tablet
market.

Limited market outside tier 1 and tier 2 cities.

Huawei Matebook

Marketing communication

Content
The message to be delivered is High performance 2-in-1 Matebook to be sold in India starting from august 15th
The method chosen to deliver the content is mass communication as the target market is huge
and spread over a wide geography, using direct communication would result in little results.
PR
The launch of a new product by a well-known MNC like Huawei has huge PR
potential. The launch should happen in a major city like Delhi or Bangalore with
invited crowd, this enhances the potential of a news.
There needs to be a press release by the company stating the specifications of the
product, other details like availability, pricing etc.
This news should be conveyed to the general public through every major publishers.

Huawei Matebook

The E-commerce website which partners with Huawei for the sales of Matebook
can issue its own press release stating the availability of the device, which enhances
the visibility.
Advertising

TV
Well-designed advertisements can be shown on major news channels, as the
target population can be related to people who usually follow news channels.
As the target audience travel frequently, Matebook advertisements can be shown
on Flights and in major airports.
Along with news channels, ADs can also be shown during Olympics which is
followed world over. Also the target audience are people who follow sports like Golf
and Tennis. So Advertising through any major sports channel during these events
can be helpful.

Digital media
The launch can be live streamed in the companies YouTube Channel and also in the
company FB page since the target customers are internet users with knowledge
about the product.
Promoting the product through its online sales medium for example Amazon or
flipkart.
The target customers are business professionals, so it is expected that they use
LinkedIn and Twitter, so advertisements can be through these medium also.
Instagram is widely popular among people who belong to SEC A and who are under
30-35 years old, so targeting those customers through Instagram can be an option.
Also it doesnt require much investment.
There are a lot of reviewers of electronic gadgets in India, a review unit can be sent
to prominent YouTube reviewers with huge following and the product can be
promoted through this way.

Print media
Business newspapers, business magazines, lifestyle magazines can be used to
publish ADs of Matebook as the target customers are people who follow business
4

Huawei Matebook

magazines and lifestyle magazines. Magazines like Business world, Forbes and
leading newspapers like Economic times, business line can be chosen as medium
considering their volume of distribution.
Billboards can be placed in carefully selected locations like Tech parks, Airports etc.
in Tier1 and Tier 2 cities.
The target audience are people who follow sports like tennis and golf, so major
sports magazine can be also used to publish ADs of Matebook.
There are lot of tech magazines available in the market, the product can be
advertised there and also the magazines can review the product which gives users
an idea of what the product basically is and how good it is.

Events
The product is mainly targeted towards business executives, so the company can
sponsor any corporate event like CII conclave, or corporate excellence award
functions.
There can be design contest, by which people design case and protection cover for
the Matebook and the winners gets a Matebook free. All these can be heavily
advertised using social media.
Huawei can also collaborate with popular designers to create new fashion and
designs using the stylus of Matebook, and it can sponsor fashion shows for the
same. This can convey to the public about the precision of Matebook stylus. The
process of designers creating the designed can be captured in a time-lapse video
and can be published.

Roadshows
Huawei can organize shows in Major IT parks in Tier 1 cities where people can be
encouraged to use the Matebook.
The company can also have a drawing competition (Using Matebooks stylus) for
the people and give the winners coupons or discounts.
In major malls across the nation similar shows can be organized where people are
introduced to the product and encouraged to use it.

Huawei Matebook

Promotional activities:

The Company can give sample products to top business executives, designers, artists in
India and request them to use the product for a couple of weeks, after which their
feedback and review will be collected and then all the positive feedbacks and
suggestions can be recorded and a video compilation can be made and published in
YouTube.

There can be inaugural offers like giving stylus free with the purchase of Matebook
within the first 2 weeks of launch.

Huawei can tie up with Reliance Jio for 4g data, this can be a possible option as reliance
is aggressively marketing its Jio plan and is partnering with OEMs. Indian consumers
have a perception that Huawei is an unknown cheap Chinese brand, and this can be
addressed by partnering with reliance which is a very well-known and respected brand.

Propaganda:

The major competitor for Matebook is the iPad, so a direct comparison or Name calling
can be used, on issues such as,
Comparing processing power
Comparing directly on price
Comparing on the flexibility that Windows gives over iOS. Etc.

Testimonial
The product can be given to prominent names in the industry for example top
business executives, top designers etc. and their testimonial can be collected
and published. When a famous personality recommends a product then the
perception about the product in the minds of general public would be on similar
lines.

Card-Stacking
The products features can be compared with competitors and potential
competitors like other 2-in-1 or laptops or tablets, and we can make the product
appear better than it is by unfair comparison or by omitting facts.

Huawei Matebook

Annexure

Card-Stacking against competitors

Sample Hoarding