Kotler Case Study

1. Kotler (2013) claims that “product concept is a detailed version of the idea stated in meaningful consumer terms”. Based on this definition, PCs and tablets have differences in both appearance and product performance such as operating systems, batteries and primary function. Firstly, most tablets are designed in smaller size and extremely lighter than PCs. The features in size and weight make tablets easier to be carried which result in the popularity nowadays. Secondly, tablets are used to satisfy everyday computing such as connecting to social media, watching movies and sending emails that they have less local storage and run on the operating system based on smart phones. However, in dealing with complex tasks particularly for business, the abilities of tablets are very limited. More consumers prefer PCs for work purposes than tablets. Thirdly, PCs have some input devices such as a mouse, a CD-ROM and a keyboard while tablets are touch-centric interfaces without additional accessories. In addition, the battery life of tablets is longer than PCs’.

2. According to Kotler (2013), the product adoption process is consisting of five stages which are awareness, interest, evaluation, trial and adoption. Firstly, PC manufacturers may use communication strategies to create consumers’ awareness and interest of their products. Secondly, they may focus on advertising their competitive advantages to consumers that ensuring the evaluation of their products is positive. And then, PC manufacturers could promote the trial of their products to improve consumers’ estimate. For example, they can set up experience stores in big cities to attract consumers to try their new products. Sometimes, professional instructors are necessary to show the full features of the new PCs. Kotler (2013) states that there are always early adopters who tend to try new products and those early adopters are more likely to be opinion leaders. For instance, the comments posted by computer enthusiasts in major forums may get more click through which could attract more potential consumers. Therefore, PC manufactures should pay more attention to early adopters.

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