Wizards of Barter

Iphone 5 vs Microsoft Surface-War of Ads

By: Ashutosh Chaudhary,Vinay Purohit ,Ankit Modi,NITIE,Mumbai

Wizards of Barter
Iphone 5 vs Microsoft Surface-War of Ads

Wiz ards The advertisements were analyzed at different parameters levels. A relative of positioning was assigned to every advertisement and a winner was tried to Bart arrive at!! er

The different parameters considered were:

Price Value proposition exhibited Top if the mind recall Positioning Feature Advertised Innovation Cost Leadership Offered Target Segment

Wiz ards of Bart er

Comparative Study Matrix

Sr No. Category Iphone 5 Microsoft Surface Our Reasoning Our Verdict

Price

Value Proposition

Top Of the Mind Recall

Positioning

Both are evenly priced 40000 45000 accordin g to their category A Microsoft Show Off Product & Utilization is not Utilization show off accessor y iphone 5 is a line extention where as Microsoft surface is Apple is is not a product known for known for extention iphones tablets . It can dilute Microsoft' s brand image iPhone 5 iPhone 5 Surface is has is the the most already Smartest Sophistica generate Smart ted d a lot of Phone machine hype

Draw

Apple

Apple

Apple

Advertising

Apple sticks to its ONE feature per product advertisin g model

Its more on the lines of Blackberr y with the stress on elegance Seems Surface has somethin g of everythin g but there is no one thing that stands out Cost Justified

Both the Ads are good Apple wins in Top of the Mind Recall Surface has more to do with Window 8 propagati on than its use as a tablet Both are at par with the competit ors iPhone is more youth centric where Surface is for the elitte working class

Apple

Wiz 6 ards of Bart er

Innovation

The Screen Expansio n is new & captivatin g

Apple

Cost Leadership

Cost Justified

Draw

Target Segment

12 to 65 years aged people

26 to 65 aged people

Draw

Advertisement Overview: iPhone 5

Wiz ards of Bart er

PROS:

Extremely high focus on product benefits, features High utility focus and exhibition of innovative usage. Scores high on just focusing on product innovation and WOW factor

CONS:

Absence of graphic delight with respect to advertisement No specific tagline or metaphor that can recall the brand Extremely product specific, a big turn off for Indian Consumers. Highlt technical ad e.g. Product dimensions are mentioned. Fails to click with female audience.

Microsoft Surface
PROS:

Highly engrossing advertisements with catchy visuals Effective use of soundtrack to engage the customer and raise the inquisitive quotient. Superb use of metaphor for e.g. Dropping of ball bearings on the keyboard to show the feather light touch. Very high focus on product than product attributes Appears very stylish, cool and appeals to a large audience that is ,males as well as females

CONS:

 Fails to showcase the product features in details which can prove deal

clincher
Absence of any innovative positioning appears to be just another

tablet.
Lacks the portrayal of different innovative features that are

incorporated in the product

Advertisement Analysis-Who is the Winner ???

Keeping in mind the Indian sensibilities that is now evolving, Indian Wiz consumers does not look only for product benefits or features while watching ards an advertisements .The overall experience should seem to be appealing for of him/her (especially her!!) for then to be actually spurred on to consider and Bart makeer a purchase. Also an advertisement should be an larger than life experience, something which surpasses the tangible utility of the product and focuses on the effective appeal or the personality that the product would impart to the user on getting associated with it. Thus in spite of Iphone 5 having very high end features and slick design, Microsoft Surface scores just on the sheer power and the appeal with which the product has been showcased and presented. A perfect example of what a good advertisement an do and what a mediocre cannot!!