Microsoft​ ​Surface Duo

Ⓡ​

By: Tori Macchi & Brianna Miceli

MKT 2016

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Table of Contents
1. Executive Summary…………………………………………………………
2. Situation Analysis…………………………………………………………...
i. Industry Overview……………………………………………..
ii. Competitive Analysis………………………………………….
3. Product……………………………………………………………………...
4. Price & Distribution………………………………………………………...
5. Target Market…………………………………………………………….....
6. IMC Strategy………………………………………………………………...
i. Advertising Strategy…………………………………………...
ii. Media Strategy……………………………………………........
iii. Public Relations Strategy……………………………………....
iv. Sales Promotion Strategy……………………………………....
v. Digital Marketing Strategy…………………………………….
vi. Alternative Marketing………………………………………….
vii. Direct Marketing……………………………………………….
viii. Personal Selling………………………………………………..
7. Integration Strategy………………………………………………………….
8. IMC Strategy Evaluation/Control…………………………………………...
9. Bibliography…………………………………………………………………

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1. Executive Summary
Doesn’t it seem like technology is changing quickly? Jump in on the latest revolution in
technology. Microsoft® is announcing the new “must have” in the technology world.
Microsoft® is proud to introduce the Surface Duo. Microsoft is putting the Surface Duo on the
market in the latest trend of aesthetic of phones as well as servicing to the new 5G network. As
the phone has two screens to multitask, this smartphone will act as your very own personal
assistant to get you through the busy day. The new 4.4 millimeter phone is a one of a kind
device. The Surface Duo is ready for any adventures the day might consist of. The foldable
action naturally protects the glass screens. Having a durable sleek frame, dual screen function,
and updated features to benefit the daily obstacles.

2. Situation Analysis
INDUSTRY OVERVIEW/TRENDS: ​The mobile phone industry is an area of immense
expansion within the last decade. In a 2018 report of mobile phones, the market grew at 1.1%
within the last year. However, the market is predicted to increase 19.1% of sales by 2023
(“MarketLine Industry Profile: Mobile Phones in the United States.”). The industry currently has
stagnant market growth but the predicted expansion shows a significant increase of market value.
In comparison of the 2018 yearly report to the 2023 prediction, a breakthrough of technology is
anticipated for the major fluctuation. As cell phones have been around for decades, American
culture has completely revived as mobile phones are the main focal point. In 2020, consumers
will desire the mobile phone’s aesthetic appeal rather than the function. The 2020 aesthetic
phone trend will be “foldables”. Ironically, this idea relates to the outdated flip phone that was
one of the first mobile phone ever created. However, companies are designing phones that bend
and fold in a way that hasn’t been created before. The 2020 phone design highly is composed to
provide the consumer with a stimulating idea of the phone bending in a unique way rather than
having a rigid touch screen.

MARKET TRENDS: ​Americans have become highly technological. 2020 is claimed to be the
“year of 5G”. 5G is a new network that is claimed to be faster with uniformed data rates
(Qualcomm). The high tech network will provide a connection to all different types of
technology including cell phones, vehicles, medical equipment, remote controlled infrastructure,
etc. The formation of 5G is predicted to generate $12 trillion dollars in all industries involved
using 5G network (Qualcomm). The 5G spectrum requires specific phones to obtain the network.
Therefore, 2020 will introduce new mobile phones to obtain the stronger network.

According to MarketLine Industry Profile, it stated “The global mobile phone market has
experienced very strong growth in recent years. This is set to slow between 2016 and 2020, with
moderate growth forecast during this period. The slowing of growth is as a result of a
combination of a decline in unit price, as competition in the budget smartphone market increases,
and a slowing in volume growth. While more mature markets slow, the likes of India, with its
relatively low penetration rate and large population continue to drive growth. The global mobile
phones market had total revenues of $301.1bn in 2015, representing a compound annual growth
rate (CAGR) of 12.2% between 2011 and 2015. Market consumption volume increased with a
CAGR of 9.5% between 2011-2015, to reach a total of 1,423.4 million units in 2015. The
market's volume is expected to rise to 1,845.6 million units by the end of 2020, representing a

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CAGR of 5.3% for the 2015-2020 period. Smartphone sales had the highest volume in the global
mobile phones market in 2015, with total sales of 1,290.4 million units, equivalent to 90.6% of
the market's overall volume.

COMPETITIVE ANALYSIS: ​As ​Microsoft® has many competitors in this industry, brands
such as Apple, Samsung, Motorola, and Google are only a few. After doing research on
smartphone industry, there is high competition. Entering a new industry could be difficult.
However, Microsoft® is a respected brand in the technology world and the establishment within
the phone industry is not risky. Since society has adapted to technology during their daily life
activities, there is clearly a demand for new devices. Showing the market Microsoft's brand new
take on the smartphone could be a huge impact in the industry and will even provide for the
market that isn’t satisfied with what the current smartphones have to offer. Our strengths and
opportunities will show through our sales. “Microsoft® Corporation (Microsoft® or "the
company") develops, licenses, and supports a range of software products and services. The
company also designs, manufactures and sells devices that integrate with cloud-based services.
In addition, it offers relevant online advertising to a global audience. Microsoft’s established
market presence, extensive research and development activities, and broad product and services
portfolio are the company's major strengths, even as legal proceedings, and substantial debt
remains major causes for concern. Increasing adoption for cloud computing services, focus on
Internet of Things (IoT) technology, and strategic acquisition of GitHub are likely to offer new
growth opportunities to the company. However, software piracy, increasing IT complexity, and
intense competition could hamper its business performance.” Based on Microsoft® 's internal

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analysis, they can prove that their strengths will make their product and brand stand out in the
competition.
(1) Motorola is a company that is not a threat to Microsoft®. It is placed on the positioning map
for low features and a low occupational target market. The phones vary from $150-$500.
Motorola phones are not for tech savvy consumers, this phone is satisfactory for older
individuals who are not experienced with cell phone usage. They have a wide variety of 36
phone models. However, only specific phones are carried by specific carriers. It is not
marketable as the model a consumer may want, may not be serviced by the phone carrier they
have. Therefore, Motorola phones are not highly desired. Motorola does not have their own store
front, they are placed only in cell phone service stores as a cheaper alternative to the leading
brands, Walmart, Best Buy and Amazon. Therefore, places and services that obtain Motorola is
very limited.
(2) Samsung is a brand that targets low occupational consumers like Motorola, but their products
provide high features. Out of all companies on the positioning map, Samsung has the largest
selection of 56 phones. The prices range from $550 to $850. Only some of the models have
advanced programming that provides a high level of features. Microsoft® has actually partnered
in the past with Samsung to provide a “bundle” to the Samsung phone feature. This feature
promoted the phone to be paired with the Microsoft® Laptop. However, the Microsoft® Surface
Duo is a phone completely owned and made by Microsoft®. Samsung is now a competitor to
Microsoft®. Similarly to Motorola, Samsung does not have their own store front and they
heavily rely on retailers to promote and sell their gadgets.
(3) Apple is known to have extreme brand loyalty. Their products are placed at the highest price
ranging from $1,000 to $1,200. Their product is placed at the middle of the positioning map from
low and high occupation. Regardless of the occupation or income an individual has, Apple
products will always be purchased disregarding the price due to strong brand equity. Apple is
universally known for their consumers to conform within society and purchase the iPhone
because it is the phone everyone has. Besides Microsoft®, Apple is the only company with their
own storefront to sell their products on the positioning map. The store does not only sell
products, the store is provides their consumers with service for technological difficulties and
provides educational classes on how to utilize their products. This is Microsoft’s biggest
competitor as many malls with Microsoft® stores also contain big Apple stores. Microsoft’s new
surface duo will break the stigma of Apple having the best products for tech savvy consumers.
Microsoft’s Surface Duo will break the conformity of everyone having the iPhone to allowing a
breakthrough and change.
(4) Google is slightly below Microsoft® at the level of competition. Google provides consumers
with an option of only 10 phones, and they solely rely on retailers to sell their product. Google
phones cost around $400 to $900. (5) Microsoft® has expanded their horizons by creating a
product for the cell phone industry. Microsoft® differentiates itself aside as they have many
storefronts, dominantly in the United States. They are a main competitor of Apple as their prices
range. Apple’s iPhone is seen transversal to all ages and demographics. However, Microsoft's
Surface Duo targets a more sophisticated group which is why it is placed higher on the
positioning map. The iPhone does not hold the level of sophistication and worth. The Surface
Duo has much more worth and purpose due to its functional features that provide an easy sense
of multitasking.

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3. Product
Microsoft® is excited to be releasing the “next new thing.” This product will be on everyone’s
wish list next holiday season. Since the smartphone industry has peaked, Microsoft® has decided
to enter the industry as well. The Surface Duo is taking smartphones to the next level. The
Surface Duo is way more than just a cell phone. This new smartphone will be your personal
guide to get you through your day. As stated on Microsoft's website “...the perfect balance of
productivity and mobility. Surface Duo is a new dual-screen device that fits in your pocket. With
two screens connected by a revolutionary 360° hinge, Surface Duo brings together the best of
Microsoft® and Android to reimagine productivity on the go.” The Surface Duo will be adding
more to your current smartphone features. With a sleek and clean look, customers who want an
aesthetically pleasing phone will fall in love with The Surface Duo. Along with the nice look, the
smartphone will be durable as well. Screen protectors and cases to fit your phone will be
provided to perfectly snug and protect the device. According to the tech guru’s at
Tomsguide.com, it’s a 2-in-1 laptop, but only a lot smaller. The design of this phone makes it
unique because it’s two 5.6 inch screens held together with a hinge making it open like a book.
This new smartphone is different from other foldable phones on the market because when
opened, the two screens morph into one seamlessly making the 7.3- inch display. Instead of
using plastic panels like other folding phones, the Surface Duo uses a 360- degree hinge glass
panels. This element is a huge factor in creating a smartphone with an elegant look. Even though
this new product is seen as a “mini laptop”, being 4.8mm thin makes it conviennent, sleek, and
ready to be on the go. The Surface Duo is Microsoft’s big smartphone comeback after failing to
be apart of consumers evoked set and app makers first choice back in 2017 with their Windows
phones. Tom’s Guide article states “​Microsoft® said that the model we saw at its Surface event
in October featured a Snapdragon 855 processor, but since 2020 is going to bring a new
top-of-the-line mobile chipset from Qualcomm, it's likely the shipping version of the Surface
Duo will go with that yet-unannounced processor instead.” Qualcomm is expected to integrate
5G, so this new device will contain the latest technology. The Surface Duo will only have one
camera lens for the initial product launch, but maybe slight feature changes will come out later in
The Surface Duo’s future. Having a USB port is a new feature will be very helpful for converting
and sharing files. Also, they key to unlock your new device will be a key that no one else in the
world could have; your fingerprint.

4. Price & Distribution

DISTRIBUTION: ​Based on research from the target market and competition, the new
Microsoft® Surface Duo will be available at any retail outlet that is fitted for our industry. Of
course, the Surface Duo will be available for purchase at all Microsoft® store locations. Having
Microsoft® experts assist potential consumers walk through the details of the new product will
demonstrate the potential power. Experts at these store locations will demonstrate and explain

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how this product will benefit their daily activities. This product will be launched to shelves of
many retailers such as Walmart, Target, and Best Busy. Since Microsoft® is releasing the latest
phone, the Samsung Surface Duo will be available in all cell service stores such as Verizon,
Sprint, TMobile, and AT&T. In addition to having our product on the shelves of all these
retailers, it will also be sold online too. Online shopping has increased tremendously over the
past decade. In fact, most people turn to online shopping before heading to a store. Having online
retailers will make the market be confident in the purchase of the Microsoft® Surface Duo.
PRICE: ​The smartphone industry has boomed throughout the past decade. With the demand of
smartphones, price has increased over the years. Many of our competitors prices start at around
$499 for their basic and simple models. They range all the way to $1300 depending on features it
might include. Since the Microsoft® Surface Duo is the newest technology, and the market has
never seen anything like this, the starting price will be around $1100. In order to get the Surface
Duo on selves and in the eye of the consumer, pull strategy will be used. Having potential
consumers test out the lastest, and best technology will help give them proper external research
information. This will help them be confident with their purchase with little to no cognitive
dissonance.

5. Target Market
Based on our industry research and looking at our positioning map, there was a need for a
smartphone for a more mature audience. There is a need for a smartphone device that is more
compatible for people who rely on their phones to help them get through their busy days. Our
target profile is a professional worker. The goal is to provide the appropriate smartphone for
people with jobs in the professional corporate world, business owners, office workers, even
young adults entering the working world for the first time. Microsoft® purposely created this
new smartphone to have an elegant look so people that fall under our target profile would have
the qualified devices to carry out their sophisticated image. The Surface Duo will be a
professional looking phone in addition to having the normal capability an ordinary smartphone
has. The Surface Duo will guide through the daily priorities where you can overlook your work
day on top of you personal tasks that need to get accomplished too. It’s an easy way to take on
the daily agenda without being overwhelmed. On top of the perfect digital planner, the split
screen makes it perfect for multitasking throughout the day.
DEMOGRAPHICS: ​The target market is mainly females ages 30 to 50 who have a career in
the professional world, along with a busy personal life. Generation X consumers with an income
of $125,000 a year will be targeted. Our product and advertisements will aim towards married
females with two or more kids.
PSYCHOGRAPHICS: ​The psychographic appeal towards the target market will be towards
individuals who value every minute of their day. Females tend to be more organized or plan
driven than men. Using the Microsoft® Surface Duo’s features will help keep all the busy work
plans and personal events in one spot, keeping everything on task. The product is target towards
females who are concerned with their image. Having the aesthetically please Surface Duo will
help display their classy, clean, organized, and professional image. Our target market are
individuals who value quality. They will use many of the useful features that will lay right in the
palm of their hands. Along with quality, the phone's manufactured will be an asset to their
quality value. Being a durable device, yet having the perfect protection accessories to their will
be a benefit for them.

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GEOGRAPHICS: ​The product is targeted to women in major cities including New York, Los
Angeles or Miami. Major cities as such are filled with high profile working individuals that are
pressed for time as they obtain a fast paced lifestyle. The phone’s features aims towards the top
priority of multitasking as the phone has two screens. The two screens will provide an easy way
of multitasking, literally at their fingertips. The individual can be looking at two different things
at one time, such as looking at a calendar on one screen while setting up meetings through emails
on another. This product will be an attribute to working women in major cities as the phone will
alleviate the stress of a busy schedule.
BEHAVIOR: ​The target market aimed for Microsoft’s Surface Duo has a heavy usage rate of
mobile devices. When purchasing an item as such, the aimed market will undergo a low
cognitive process of purchase as they represent the high middle class of working women. It will
not take a high level of thinking as these women will immediately purchase something that will
provide such benefit to their life. This causes the target market to have high levels of loyalty. Not
only does the phone assist in multitasking, the target market will appreciate the screen size. The
phone is small enough to be considered a phone yet looks as a notebook in a sense. The usage
status of the product will be used throughout each day for all different purposes such as
scheduling meetings, business trips and phone calls throughout the day.

6. IMC Strategy
IMC Objectives- ​Our IMC Objectives for our new product launch is to increase sales volume
and market share. In order to reach our IMC Objectives, it will have to be carried out thoroughly.
Microsoft® is a respected brand in the technology industry. However, the company has failed
within the phone industry in the past. The IMC strategy for the Surface Duo is to make gain
awareness of Microsoft® in the phone industry and to place the brand into potential consumer’s
evoked set when purchasing a new phone. The Surface Duo will make Microsoft's comeback in
the phone industry. The failure was turned into a lesson which will show consumers that the
company has grown. The Surface Duo is not only the launch of a new product on the market, it is
a launch of a new image for Microsoft®. As the world’s technology is continuously advancing,
Microsoft® wants to show their consumers that the company is willing to improve and rise
above with the best products in the market. The IMC strategy’s overall objective is to aware
consumers about the new product and to embrace the change of a brand switch in their cell
phone usage. Utilizing Microsoft's product line will help make all devices sync smoothly and
give our customers a greater experience while increasing profits. This action will increase sales,
therefore increasing market share.

IMC Components- ​The following will be the main focus of IMC components.
● Traditional Advertising
● Trade Promotions
● Consumer Promotions
Traditional advertising will be the most direct to our target market. Spending our budget towards
traditional advertising will help increase profits that will show in our next annual report.
Traditional advertising will be effective on our audience creating awareness and knowledge of
our new product and brand overall. Trade Promotions and Consumer Promotions will be offered
to give an incentive to consider our new product.

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BUDGET- ​Our budget type is ​Objective and Task​. After understanding our objectives, it will
give us an accurate way to approach this new product launch. All elements will be taken into
consideration in order to be efficient with our IMC Plan. From determining the proper target
market, the rest of our IMC Strategy will be clear, efficient, and effective. Gaining impressions
from the correct audience will benefit us from gaining sales and using our advertisement budget
properly.

I. ADVERTISING STRATEGY- ​Based on the target market analysis, the message strategy
will consist of a ​cognitive approach​. Using a cognitive approach will help the target market
with their purchase process. After the knowledge and awareness from advertisements, the target
market’s extensive internal and external search will lead them to the Surface Duo. the goal in
promotion is to allow the target market to understand all aspects about the new product. Creating
awareness and providing facts to give them knowledge is our goal through our advertisements.
The cognitive message strategy will be executed through a ​unique selling proposition​.
Highlighting the unique features will catch the attention of the market that Microsoft® is
producing something new. The advertising appeal will have a ​rational and music appeal​. A
rational appeal will be the most effective to inform the market. Adding a music appeal in
addition to the rational appeal will help loyalty to the product and brand come faster. This also
has an emotional effect without necessarily using an emotional appeal in the advertisement.
Music has a high intrusive value, therefore increase Microsoft's brand awareness and brand
loyalty. It will also help The Surface Duo become a link onto the target market’s cognitive map.
The Surface Duo will be stored in one's long-term memory. Microsoft’s tagline “Be What’s
Next” will be added into advertisements to help consumers make a connection to the product’s
message. The executional framework for video advertisements will consist of the combination of
demonstration​, ​slice-of-life​, and ​informative​. Print advertisements will consist of ​visuals to
make Surface Duo capture the attention of any type of viewer. The addition of short wording to
the visual will leave the viewer to do an external search, and maybe even internal searching too.
Our ​Mean-End chain will connect our brand and product to personal values such as ​pleasure​,
wisdom​, ​comfortable living​, ​personal accomplishment​, ​security, and ​self-fulfilment​. Both
video and print advertisements will include a spokesperson. To assist the connection with the

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product to the target market, typical persons (paid actors/typical everyday people) in
advertisements will be present to enhance the benefits of the product to daily life
encounterments. Experts of people in different work fields that use Surface Duo to make their
work day easier will be used as well. Celebrity endorsements will be a big factor in promoting
the Surface Duo. The celebrities that endorse the product will be chosen among their stance in
society for equality of women in the professional world such Ellen DeGeneres, Emma Stone,
Oprah Winfrey and Jennifer Lawrence. Among the four celebrities, Ellen DeGeneres will place
the biggest impact on creating awareness for the Surface Duo because of her popular television
show. Not only is the audience mostly women from all around the world, the show provides a
sense of pleasure and appreciation to the audience as Ellen DeGeneres is a social activist. The
surface Duo will benefit from being promoted on a platform as such.

II. MEDIA STRATEGY- ​Based on the chosen target market, a large media mix will be used for
advertising. ​Media Multiplier Effect will provide a high reach and frequency forming brand
recall and recognition. The Recency Theory will assist the cognitive message, brand recognition
and brand recall. When first launching the new product, The Surface Duo, a ​continuous media
schedule pattern will be used. Television will be a main media platform since it’s media’s
highest level of awareness. Microsoft will buy television advertising slots on the popular
channels during prime time. The goal is for the Surface Duo’s commercial to air during the times
of hit shows including ​The Bachelorette,​ ​Dancing With The Stars​, and ​America’s Got Talent.​
The three shows already pertain to a specific target market and it is aimed to attain their target
markets as potential customers. The goal is for the target market to watch these shows while they
unwind from a busy day of work and view the Surface Duo commercials to form an impression.
It is well understood that viewers of television have a high correlation to content grazing on their
cell phone devices during commercials. Understanding this behavior, social media will be
another main source for advertisements. Banner advertisements will be used on many social
media sites such as Instagram, Facebook, Twitter, and Google. Out-Of-Home media platforms in
all major cities such as billboards, subway and train posters, bus and train stations, and more will
be used. Of course, in store advertisements in all participating locations will preview and
announce Surface Duo launch.

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PUBLIC RELATIONS- ​Microsoft® will be sponsoring many events and creating partnerships
over the course of 2020 and 2021 to increase brand recognition. As the product will be released
towards the end of 2020, Microsoft® will sponsor the summer 2020 olympics. The logo will be
placed all over the stadium in Tokyo. Every individual attending will receive a goodie bag of
things that will help them keep cool while watching the game. The goodie bag will include a
towel, a paper fan and a water bottle. These items will include the logo of the Olympics and the
logo of Microsoft®. Microsoft® will also provide areas of shade throughout the stadium of big
tents to cool down for both the players and the attendees. An additional part of our Public
Relations Strategy, free internet safety courses for Microsoft® users are provided consciousness
that the Microsoft brand overall wants their consumers to feel carefree, safe and confident when
using their products. These classes will be provided for people who purchase any Microsoft®
product for a duration of 30 to 45 minutes. These classes will bring people in and expose them to
the Surface Duo. The classes that will be offered include safety classes, how to use Microsoft®
programming and how to use different features of certain products. The overall stride in the
Surface Duo campaign is the make a positive impact on our customer experience anyway
possible. Interacting with the brand directly will provide a strong sense of brand loyalty as the
classes serve as there is a concern about the consumers obtaining the most efficient use out of
their Microsoft® products.

SALES PROMOTION STRATEGY- ​The Microsoft® Surface Duo will use both ​Trade
Promotion and ​Consumer Promotion​. For consumer promotion, ​sweepstakes ​will take place
when the phone launches. Once entered to win, the consumer will have the opportunity to win
$50,000, a new Surface Duo, Microsoft® laptop and pair of headphones along with a lifetime
supply of the Microsoft® Office 365 programs including Word, Powerpoint, Excel and Outlook.
A sweepstake will generate awareness for the brand and show how Microsoft® gives back to
their consumers. The sweepstake will announce the winner right after the Holiday season as the
holiday shopping season will gather the greatest mass of participants. ​Premiums will also be
provided to customers. When purchasing a new Surface Duo, the consumer will receive an
exclusive phone case that will fit perfectly on the new phone. This case will be clear with silver
edges and the Microsoft® logo in the middle in color. This will showcase the new product’s
features, and give the connection to our brand by making the logo stand out. The trade promotion
will contain the trade incentive of Cooperative Advertising. Specifically, during the Holiday

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times, department stores will present our product within their commercials. Microsoft® will pay
stores like Best Buy or Target if the product is present in the commercial. With the Surface Duo
being presented in a commercial for a store like Best Buy or Target, this enhances the product’s
credibility.

DIGITAL MARKETING/ SOCIAL MEDIA STRATEGY- ​Since Microsoft® is releasing a

new technology item, digital marketing will be essential for this product. The target market’s
behavior relies strongly on digital life and social media. Digital marketing will be a key
component to grab a potential consumer’s attention to inform them about the Surface Duo.
Multiple digital marketing strategies will be used. Social media platforms such as Facebook,
Instagram, and Twitter will be used to advertise the product. Creating a hashtag will form a
community of Microsoft® users. Surface Duo’s hashtag will be #DoMoreWithSurfaceDuo.
Users will use this hashtag showing the great things the Surface Duo allows them to experience.
E-Mail marketing will be used since it’s the least expensive and most reassuring to the market
of customer service ability. Emails will be sent out to inform consumers about the events and
new releases about Microsoft. Closer to the holiday season, emails will be sent out twice a week.
This will also start buzz marketing. ​Behavior targeting ​will be the specific tactic used for the
email marketing. Based on searches, emails will be sent to consumers who are familiar with
brand and Surface Duo. This will help reassure their research and lead them to a desired
purchase. ​Geo-Targeting and ​Beacons will be used to get consumers to go in stores to get a
Surface Duo in their hands. ​Banner advertisements will be used so make impressions on our
target market. ​Search Engine Optimization will be planned effectively so our product and
brand can be associated at any good opportunity. Within the first year, paid searches will be our
SEO method.

(Banner Advertisement Example)

ALTERNATIVE MARKETING- ​The Surface Duo’s marketing will rely on buzz marketing
from the innovators and early adopters. At the launch of the product, the inoculation stage will
spark in the market and industry about the latest device. The Surface Duo’s marketing will also
rely on ​Product placement. ​The new WonderWoman film is being released June 5th, 2020. The
microsoft logo will be placed in multiple scenes and characters in the movie will resolve their
problems using the Surface Duo. This will form a relation to the viewers of the movie to the
brand. As the product target’s women, WonderWoman is the perfect idol to first hold the Surface
Duo and be associated with the product and brand. Cinema Advertising will also be used during
the showing of Wonder Woman. ​Point of Purchase Display will be essential for the Surface
Duo as well. The goal is to present a sense of elegance for the new product. The Surface Duo
will be placed on a stand to make it hover within a glass casing. Lights will shine from all four

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corners on the phone giving it a gleaming appearance. Giving the stand a slight circle motion
will showcase all angles of the product. Also, adding motion to the glossy new phone will catch
consumers attention. It will be placed in an open book position showing off the slim style and
seamless screen. In addition to having a Surface Duo in a case, there will be an additional one
installed onto the outside enticing consumers to have the phone in their hands as well.

(​Prototype Point of Purchase Display Case)

Video game advertisements will be used as well. 40% of 130 million females play video
games, and it’s continuing to grow. The fastest growing market for video gaming is females.
Since females are the target market, this alternative form of marketing will be very effective.
Video game enthusiasts love technology, so changes are they will be apart of the innovators, or
early adopters. This will assist with buzz marketing. ​Cinema advertising will be used during the
showing of Wonder Woman, since our product and brand will cameo during the film. This will
increase awareness with the impressions that are made. ​Guerilla Marketing will be used to get
consumers attention while holiday shopping. Setting up a kiosk near the food market will
intrigue shoppers so interact with the new product, interact with customers to have some fun
during the stressful holiday shopping adventures, and entice them to visit The Microsoft® Store.
At the kiosk, small advertising specialties will be distributed to engaging individuals (drawstring
backpack, adhesive credit card holder for phone, small gift cards, and more)

DIRECT MARKETING- Direct mail will be used during the holiday season. Although direct
mail advertising could be clutter, it will create awareness among the other mail advertisements.
Newsletters and advertisements will be sent through email once a month through our database.
Sending newsletters will help the Microsoft brand create relationships with consumers eventually
creating brand loyalty.

PERSONAL SELLING- As Microsoft is placing the next big item in the technology industry,
personal selling would consist of the participating retailers carrying Microsoft® products.
Personal selling is a sales associate at any retailer directly selling the product to consumers. As
our stores are placed all around the United States, personal selling will occur heavily in the
Microsoft® storefronts. Microsoft® sales associates will each carry around the new Surface Duo
to demonstrate what the phone does and how it is utilized. This method will not be pushed
among consumers who walk into the store and will not be used to heavily push a sale. Instead,
the sales associate will use the phone as a tool to ring up customers, look at inventory for other
products and make appointments for their technological help services. This way the customer
will ask what the sales associate is using as the phone is aesthetically pleasing to the eye.

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7. Integration Strategy
Month/Year Promotion occuring during the months

April/2020 In April of 2020, the official ​product release ​date will be released to the
public. This is 5 months prior to the release date. These 5 months allow
promotion to occur to lead up to the main release.

May/2020 On the ​Microsoft® website​, all of the phones information will be

promoted​. A description of the phone including the product’s features,
graphics and benefits will be established on the website. Retailers will also
promote the future product launch.

June/2020 June 5th, 2020 is the date of the ​Wonder Woman movie launch​. In the
movie, the character Wonder Woman will represent a modern day strong
and working female who will heavily use the product as this relates to our
target market. The phone being used in the movie will generate buzz
leading up to the launch.

July/2020 The month of July is the time of the ​Summer Olympics​. Microsoft® will
be a key player of sponsoring the event. Microsoft® will host an event for
the players of the Olympics as well as handout goodies bags for the people
attending.

August/2020 The digital marketing and direct marketing promotions begins. Emails will
be sent to previous Microsoft® consumers to promote classes, sweepstakes
and future product launch.

September/2020 The ​product officially launches​. The Surface Duo will be available in all
distribution locations. The product is decided to launch the month of
September because Microsoft's main competitor Apple is infamously
known to release their new products during the month of September. This
will help break the stigma of Apple giving the best products as buzz will
highly be generated.

October/2020 As promised to consumers, classes will begin at Microsoft® stores as a part

of Microsoft’s Public Relation Strategy. The classes will highly revolve
around promoting the Surface Duo.

November/2020 The ​sweepstakes begins​. Consumers who attend the classes at the
Microsoft® store will immediately be enrolled in the sweepstakes. Trade
incentives begin as holiday commercials are being aired during this month.

December/2020 Point of purchase displays​ are put into stores for the holiday season and
personal selling techniques​ for the Microsoft® sales associates are used in
full motion.

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 January/2021 It is anticipated that the months of late November and December will
account for the product’s highest peak of sales due to the holiday season.
An ​analysis of sales​ after the holiday season will be conducted. This month
is also when the ​sweepstakes ends​.

February/2021 After the holiday season, there will be an ​increase the promotion of
classes​ at the Microsoft® stores to help customers who have the phone
since launch. It is anticipated that word of mouth travels during the early
months of 2021 by those who received the Surface Duo as a holiday gift to
spread the word of mouth​ and to make positive claims of the phone’s
attributes.

8. IMC Strategy EVALUATION/CONTROL

Traffic on the Microsoft® website will be tracked. Based on average website views, it will
determine if the strategy reached our audience effectively. Average sales will help determine if
our strategy is effective or not as well. Since it’s being launched for the holiday season,
Microsoft will also evaluate how successful it is based on the response from the early adaptors,
early majority. An immediate response from the innovators is expected, but since Surface Duo is
being launched during the holiday season, it will influence the early adopters and early majority
to the innovators as they will feel drawn to purchase the phone during the holiday season to give
to a loved one or to tell their loved ones this is the gift they want.

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9. Bibliography
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Sept. 2019, pp. 1–8. ​EBSCOhost​,
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Michaels, Philip. “Microsoft® Surface Duo: Release Date, Price, Features and More.”
Tom's Guide​, Tom's Guide, 8 Oct. 2019, www.tomsguide.com/news/Microsoft®-surface-duo.

“MarketLine Industry Profile: Global Mobile Phones.” ​Mobile Phones Industry Profile:
Global​, July 2016, pp. 1–42. ​EBSCOhost,​
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Michaels, Philip. “Microsoft® Surface Duo: Release Date, Price, Features and More.”
Tom's Guide​, Tom's Guide, 8 Oct. 2019, ​www.tomsguide.com/news/Microsoft®-surface-duo​.

“Mobile Marketing Statistics 2019 [with Graphs, Diagrams and Tables].” ​Mill For
Business​, 3 Feb. 2019, ​www.millforbusiness.com/mobile-marketing-statistics/​.

Singh, Rahul Kumar, et al. ​Understanding The Marketing Mix Of Smartphone Market
From The Consumer Point Of View.​ Aug. 2016,

www.ijstr.org/final-print/aug2016/Understanding-The-Marketing-Mix-Of-Smartphone-Market-F
rom-The-Consumer-Point-Of-View.pdf​.

“Microsoft® Annual Report 2018.” ​Microsoft®,​ 2018,

www.Microsoft®.com/en-us/annualreports/ar2018/annualreport​.

“What Is 5G?: Everything You Need to Know About 5G.” ​Qualcomm,​ 1 Nov. 2019,
https://www.qualcomm.com/invention/5g/what-is-5g.

“Demographics of Mobile Device Ownership and Adoption in the United States.” ​Pew
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https://www.pewresearch.org/internet/fact-sheet/mobile/​.

Liu, Shanhong. “Microsoft®: Revenue 2002-2019.” ​Statista,​ 19 July 2019,

www.statista.com/statistics/267805/Microsoft®s-global-revenue-since-2002

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