Principles of Marketing
Term Project
Analysis of the Tablet Product Category in Türkiye
Prof. Dr. Sevgi Ayşe ÖZTÜRK
Group members:
Feride Alpay 24082064972
Gizem Yurtseven 33539156252
Zeynep Salman 15632084212
Sofiya Karababa 25423407052
Introduction
• What is tablet computer?
A tablet computer is a portable computing device that features a touchscreen. It is bigger than
a smartphone but more compact than a laptop or desktops. Tablets are designed for a variety
of tasks, such as web browsing, email, multimedia consumption, productivity applications,
games and eBooks. Tablets may come with additional features like stylus support, detachable
keyboards, and different screen sizes, providing a versatile and convenient platform for users
on the go.
The first commercially successful tablet computer was released in September 1989, by GRiD
System, the’’ GRiDPad’’. They gained popularity in 2010 with released tablet computer
model named iPad by Apple.
Analysis of the Product Category
Description of the product category in general:
• Which need this product satisfies?
The satisfied need by tablet computers will be different depending on the consumer type, for
children and their parents the satisfied need will be entertainment while for the students it will
mostly be education. They also used in retailing and manufacturing areas for business and
following workflow.
• Does it solve a customer problem?
It is solving a problem about having to carry heavy equipment with you. For students its more
useful to carry a tablet computer than carrying lots of textbooks and notebooks, or its more
efficient than carrying a laptop computer or not be able to carry a desktop. The tablet
computers are also easy to use comparing with other computers since they are more similiar to
smartphones, because of ease in use they also helps with entertaining kids.
• What about the size of this industry?
In 2021 the tablet computer market was valued at $80.85 billion and is expected to grow more
for the future years.
• Is it a new or mature product category?
It can be defined as mature product category because of the high competition between
companies selling tablet computers and still developing new models and features.
• Where this product is sold generally, what are the alternative channels that sell this product?
It is sold in tarditional electronics stores like Mediamarkt, Teknosa, Vatan Bilgisayar and also
in smaller shops like gsm shops as well as online shops such as hepsiburada, trendyol, n11
etc. Also, people are selling their tablet computers in traditional secondhand stores and in
online stores such as sahibinden, letgo and dolap.
• Are there subsegments in this product category?
Of course, there is much subsegments by different features, the most used ones are:
Tablet computers by price:
As an example, we can take Apple's 6th generation iPad Pro which was released in 2018 and
Samsung's Galaxy Tab S9 FE+ which was released in 2023 as models. The storage and ram of
both models being same (128 gb, 8 gb) and the half inch difference (12.9, 12.4) in screen size,
the price of Apple iPad is 38.999 ₺ while Samsung's Tab price is 13.999₺ (22/ 12/ 2023
Mediamarkt ).
The prices written here are for Turkey basis. The applied taxes and agreements between
companies and countries may differentiate from country to country, so that is the case for
Turkey.
Tablet computers by size:
1. 5-inch and 7-inch tablet computers; those are the smallest size in the tablet computers. They
are lightweight and most useful for carrying around. They are suitable for reading eBooks,
surfing on the internet and playing games. They mostly preferred by parents for their children.
Not suitable for businesses or study purposes because of the small screens size and battery
life.
2. 9-inch and 10-inch tablet computers; those size of tablet computers are best for students
and the most preferred ones. The screen size is not small as 5-inch and 7-inch models so it’s
better for reading without squinting your eyes and its has better battery life comparing to
smaller ones while still being lighter than 13-inch ones.
3. 13-inch tablet computers; those can refer as laptops with touch screen, because of being
packed with features that a good laptop computer can offer. Being smaller than a laptop
computer yet having better battery and quicker operating system than smaller tablet
computers thanks to their size, the 13-inch variances mostly preferred by businesses.
Tablet computers by gb storages:
1. 32 gb
2. 64 gb
3. 128 gb (the most preferred ones)
4. 256 gb
Tablet computers by operating systems:
1. IOS
2. Android
3. Windows
Analysis of the Competitors In This Product Category (Competitive Analysis)
How many companies/brands compete in the category?
In tablets, both domestic and foreign brands are sold in our country. We have four local
brands in our country: Aidata, General Mobile, Reeder, and Casper. As for foreign brands, the
sales include Apple, Samsung, Huawei, Honor, Lenovo, Xiaomi, Asus, Google, Microsoft,
and others.
Are there competitors with different images, prices, product differences?
Brand Image:
Tablets are very similar to each other in terms of display. There is little difference, mainly in
the quality of materials used, and some minor variations.
Apple (iPad Series): Known for premium design, high-quality build, and a strong emphasis on
the ecosystem, including the App Store.
Samsung: Offers a diverse range of tablets with a focus on display quality, innovation, and
catering to various budgets.
Xiaomi/ Huawei/ Lenovo/... : Positioned as budget-friendly devices with a focus on content
consumption.
Prices:
High-priced (20k-90k TL): Apple and Samsung. These brands also have medium-priced
products.
Medium-priced (9k- 20k TL): Xiaomi, Huawei, Lenovo,
Low-priced (2.5k- 9k TL): Reeder, Casper, General Mobile, Honor. Most of these are local
brands.
Product Differences:
The tablets are very similar to each other in terms of appearance. There is no difference other
than the quality of the goods used and some variation.
Apple (iPad Series): Known for premium materials, a wide range of apps, and accessories like
the Apple Pencil and Magic Keyboard.
Samsung: Galaxy Tab S Series: Positioned as premium tablets with high-quality Super
AMOLED displays, S Pen support, and advanced features for multimedia consumption.
/Galaxy Tab A Series: Offers a more budget-friendly range with a focus on practical features
for everyday use.
Microsoft (Surface Series): Focuses on productivity with features like detachable keyboards
and full Windows OS.
Amazon (Fire Tablet Series): Emphasizes affordability, often with more limited specifications
compared to higher-end tablets.
Huawei (MatePad/MediaPad Series): Offers feature-rich tablets with a focus on value for
money and innovative technologies.
Asus (ZenPad Series): Known for gaming-oriented tablets and versatile options with a focus
on entertainment.
Google (Pixel Slate, Nexus): Emphasizes integration with the Google ecosystem, clean
software experience, and regular updates.
Lenovo (Tab Series): Features innovative designs with a built-in kickstand for versatile use.
Positioned as productivity-focused tablets with features like detachable keyboards and stylus
support.
Are there international, national competitors in this category?
Yes, the tablet market includes both international and national competitors.
International Competitors: Apple (USA), Xiaomi (China), Huawei (China), Samsung (South
Korea), Lenovo (China), Amazon (USA),
National Competitors: Reeder, Casper, General Mobile, Honor (Turkiye)
Is there a market leader in the category?
Globally, the Apple brand is the leader in tablets. Likewise, Apple is the leader in sales in
Turkiye. After Apple, Samsung brand stands out in sales.
Do the competitor brands have advertisements? What are the marketing tools used by each
brand?
Yes, competitor brands in the tablet market utilize various marketing tools, including
advertisements, to promote their products and engage with consumers.
Apple: Product Launch Events, Advertising, Influencers, In-Store Displays
Samsung: Advertising Campaigns, Retail Displays, Sponsorships, Online Marketing
Huawei: Online Marketing, Partnerships, Events
Lenovo: Content Creation, Online Advertising
Xiaomi: Affordable price advertisement, online marketing,
Most of these brands market using the same methods. (Online marketing, Events…)
How each brand in the category is differentiated/positioned?
Apple: Positioning: Premium and High Quality / Differentiation: Known for premium build
quality, sleek design, and high-resolution Retina displays
Samsung: Positioning: Diverse Range with Mid to High Quality / Differentiation: Offers a
wide range of tablets to cater to different budgets, including mid-range and high-end options.
Samsung tablets often feature vibrant displays and some models come with S Pen support.
Xiaomi: Positioning: Feature-Rich at Competitive Cheap Prices / Differentiation: Known for
offering feature-rich tablets at competitive prices. Some models may emphasize design and
display quality.
Huawei: Positioning: Budget-Friendly / Differentiation: Huawei offers a range of tablets,
often with a focus on entertainment features such as audio and display quality. Positioned as a
brand providing versatile options for multimedia consumption.
Lenovo: Positioning: They have invested in tablets in recent years. They have medium
quality- affordable price. / Differentiation: Positioned as a brand offering variety and
innovation. Emphasis on design and versatility.
General Mobile, Reeder, and Casper (Local Brands): Domestic tablets are products of cheap
labor. The products are not very high quality and may not last for many years.
Consumers of the Product Category
Who uses this product? Who purchases the product? How often the customers buy this
product?
Tablets are popular among students for educational purposes, taking notes and accessing
learning resources. Professionals use tablets for work-related tasks, presentations, and on-the-
go productivity. Tablets designed for children are used by children for educational games and
entertainment and are often purchased by parents. Some old persons find tablets to be user-
friendly for communication, entertainment, and access to information due to simplified
interfaces. People who enjoy technology or are looking for a portable device for
entertainment, social media, and browsing also use tablets.
Parents often buy tablets for their children's education and entertainment purposes. People of
various age groups buy tablets for personal use for entertainment, work, or communication.
Schools and educational institutions can purchase tablets for students to use in classrooms or
for specific educational programs. Businesses purchase tablets for their employees'
productivity, especially in industries where mobility is important.
Some customers replace their tablets every few years to get the latest features, improved
performance, or better battery life. New users may purchase a tablet because they have a
specific need or because it is more economical as a replacement for other devices such as a
laptop. Tablets can often be purchased as gifts for birthdays, holidays or special occasions.
Businesses may also have a specific cycle for replacing older tablets to maintain efficiency
and compatibility with updated software. Tablet purchasing frequency varies among users.
While some buy them periodically for upgrades or due to special needs, others may use their
tablets for longer periods of time before considering replacing them. Purchase frequency may
also depend on advances in technology and individual preferences for newer features.
What are the reasons (motivations) to buy this product? Which benefits are expected by
the customers?
Consumers are motivated to buy tablets for some reasons. First, tablets are portable and
lightweight, making them suitable for use on the go. Due to their ease of use and mobility,
they are perfect for activities such as reading e-books, watching videos, surfing the internet
and checking emails. Additionally, tablets usually have a user-friendly interface with
touchscreen capabilities, making them accessible to people. people of various ages, especially
those who find traditional computers more complex. The versatility of tablets also appeals to
consumers, as they can also serve as e-readers, gaming devices, multimedia entertainment
centers, and even productivity tools with apps designed for a variety of tasks. Many tablets
also have long battery lives, meaning users can charge the tablets frequently. It allows them to
use it for a long time without needing to take tablets, which increases the attractiveness of the
tablets. Overall, convenience, portability, ease of use, versatility, and a variety of functions
make tablets an attractive choice for consumers looking for a device that fits their lifestyle for
both entertainment and light productivity purposes. Customers often expect a variety of
benefits when purchasing a tablet. These are the things I mentioned above that generally
increase the motivation to buy a tablet.
For example, being lightweight devices that can be easily carried anywhere, the ability to use
the tablet for various purposes such as entertainment (watching movies, playing games) and
productivity (editing documents, taking notes), the expectation of long-term use without the
need for frequent charging, allows for uninterrupted activities. Additionally, access to the
Internet, social media and various applications enable communication and keep up to date
with information and news. Enjoying high-quality audio and video playback, viewing photos
and potentially using the tablet as a multimedia consumption device. Access a wide variety of
apps through app stores offering options for entertainment, productivity, education, creativity
and more. Expect a device that is easy to hold, handle and use, especially for activities such as
reading or watching videos for long periods of time. In general, customers expect tablets to
strike a balance between portability, usability, versatility and functionality to meet their
entertainment, communication and productivity needs in a compact and user-friendly device.
waiting for it to provide.
What is the role of the functional, emotional, hedonic benefits in the consumption of this
product?
Functional Benefits: These are the practical advantages or features that a tablet offers. For
instance, the ability to access the internet, use apps for productivity, entertainment, or
educational purposes, portability, long battery life, and touchscreen functionality. These
benefits address the practical needs and functionalities that users expect from a tablet.
Emotional Benefits: These are the feelings or emotions that using a tablet can evoke in a user.
It could be the satisfaction of being able to easily connect with friends and family through
social media or video calls, the joy of immersing oneself in entertainment like watching
movies or playing games, or the sense of accomplishment from being productive and
organized using productivity apps. Emotional benefits focus on the positive feelings and
experiences that using a tablet can bring to the user.
Hedonic Benefits: These refer to the sensory and experiential pleasures that using a tablet can
provide. It's about the sensory enjoyment derived from the device's design, display quality,
sound output, and the overall experience of using it. For example, enjoying the vivid colours
and sharp resolution of a tablet's screen while watching videos, or appreciating the sleek and
well-designed hardware. Hedonic benefits relate to the pleasure and enjoyment users derive
from the sensory aspects of using the tablet.
In summary, functional benefits fulfil practical needs, emotional benefits satisfy feelings and
experiences, and hedonic benefits cater to sensory and experiential pleasures. The
combination of these benefits influences consumers' choices and experiences with tablets, as
they seek a device that not only serves their practical needs but also provides positive
emotions and enjoyable sensory experiences.
Is there a specific market segment or segments of this product (like children, babies,
students, specific age groups, income groups etc.)?
The tablet market caters to various specific market segments based on different demographics,
interests, and needs:
Children: There are tablets specifically designed for kids, with durable build quality, parental
controls, pre-installed educational apps, and colourful, engaging interfaces.
Students: Tablets are targeted towards students with features like compatibility with
educational software, note-taking capabilities, e-book reading, and lightweight designs ideal
for carrying to classes.
Seniors: Some tablets are designed with larger icons, simplified interfaces, and features
catering to seniors' needs, such as health monitoring apps or easy access to communication
tools.
Professionals/Business Users: There are high-end tablets targeted towards professionals
offering features like enhanced security, compatibility with productivity software, and
capabilities for presentations and business meetings.
Entertainment Enthusiasts: Tablets with high-resolution displays, excellent sound quality, and
powerful processors target users who prioritize multimedia and gaming experiences.
Budget-conscious Consumers: There are affordable tablets targeting price-sensitive
consumers, offering basic functionalities without the premium features of high-end models.
Specific Interest Groups: Some tablets cater to specific hobbies or interests, such as artists or
designers who might require tablets with stylus support and precise drawing capabilities.
Market segmentation in the tablet industry is diverse and aims to meet the specific needs,
preferences, and usage patterns of various groups of consumers, ranging from age-specific
devices to those tailored for particular interests or professions.
For this part of the assignment, you need observations, a simple survey like interviewing
with several product users, friends and watching the advertisements. Social media, web
pages and published consumer reports will also help you.
Tablet ads have a special emphasis on the pen feature and the fact that it provides computr-
level productivity thanks to keyboard support.
In addition, attention is drawn to the refresh rate, high resolution, and the length of battery life
. We conducted an interview with tablet users who are students.
As a result, we got some answers from them.
First, in this interview, it was about whether users had brand preferences when buying their ta
blets.
Generally, most users pay attention to the fact that it is suitable in terms of price performance.
They don't have a brand preference in particular. However,
students who work on drawing or design prefer Apple’s tablets. Because
they say that the use of the pen and its applications inside the tablet are better.
Another question we have is what the things
are they pay attention to before buying their tablets. We almost always got the same answers t
o this question.
Students who are tablet users pay great attention to the fact that they are affordable to their bu
dgets. Later,
when they bought their tablets, we asked them if they bought them according to the
advertisements or according to the recommendations of the people around them.
In the answers we received; We've learned that ads are less important than the comments of p
eople around them.
In addition, they say that tablet promotion and review videos shot by technology channels on
YouTube have a greater impact on purchases.
Our other question was for what use they bought their tablets. Since we did our interview with
students, the majority say that they took it to study.
However, there are also those who say that they use it more to watch movies or videos.
Finally, what are the features that they can say positively and negatively when using their tabl
ets. On the positive side, users say that their tablets are portable and that users who use them
with pen support can use them as if they were a notebook or a book.
In negative reviews, they complain that it is not higher resolution or faster than their own tabl
ets.
Analysis of the Marketing Environment Effecting the Product Category :
Demographic Factors:
● Age Distrubition : Tablet computers are popular among various age groups, but there
might be variations. For example, younger demographics may use tablets for
entertainment and education, while older demographics might use them for
productivity and communication.
● Income Levels : Affordability is a key factor. Tablet adoption may be influenced by
income levels, with higher-income individuals having greater Access.
● Population Growth : Rapid population growth, especially in emerging markets, can
contribute to increasaed demand for tablets.
Economic Factors :
● GDP Trends : Ecomonic growth positively correlates with increased consumer
spending on electronic devices, including tablets.
● Inflation and Interest Rates : These economic indicators can impact the pricing of
tablets and influence consumer purchasing power.
● Disposable Income : higher disposable income leads to increased spending on non-
essential items, potentially benefiting the tablet market.
Social/ Culturel Trends and Values :
● Digital Lifestyles : The societal shift towards digital lifestyles has driven the dwmand
for portable devices like tablets.
● Education Trends : Tablets are often used in educational settimgs, so trends in
educational technology can influence the tablet market.
● Cultural Values : Cultural perceptions of technology and its role in Daily life cam
impact tablet adoption.
Poltical and Regulatory Environment :
● Trade Policies : International trade policies may affect the cost of manufacturing and
subsequently, the pricing of tablets.
● Regulatory Compliance : Compliance with regulations especially regarding data
privacy and product safety,is crucial for the tablet industry.
Natural Environment:
● Sustainability : Increasing environmental awareness may drive demand for tablets
produced with sustainable practices.
● Recource Availability : The availability of resources like rare earth metals for
manufacturing components can impact production.
Technological Changes :
● Innovation in Features : Advancements in technology, such as improved processors,
display technologies, and connectivity, can influence consumer preferences.
● Competitive Landscape : The rate of technological change cam impact the
competitive dynamics within the tablet market.
Market Potential for a New Product in the Category :
The market potential for a new tablet could be significant, given the evolving
Dynamics within the industry. While established brands dominate the market, there is a
potential gap for a new brand that strategically targets an underserved market segment or
offers a unique combination of features. For instance, there may be an opportunity for a more
affordable tablet catering to price-sensitive consumers, a high-end tablet with cutting-edge
features not present in current offerings, or a tablet specifically designed for niche
professional applications. Indentifying unmet needs or preferences within the target
demographic, such as improved durability, enhanced security features, or tailored educational
functionabilities, could position a new entrant for succes in the tablet market. As technology
and consumer preferences continue to evolve, innovative product positioning and
differantiation can create a strong matket presence for a new tablet brand.
