Acer Marketing Mix (4Ps) & Marketing Strategy
Marketing strategy of Acer through marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion).
Acer Product Strategy:
Acer is one of the leading computer and consumer electronics brands globally. Acer mainly deals with electronic products mainly computer and its associated devices along with smartphones. Acer company has acquired various manufacturers and product developers and hence it is capable of offering wide range of devices for its consumers. The acquisition of Packard Bell was done with the intention of developing and innovating in terms of product offerings. Acer products are widely known for their affordability and thereby provide customized services to some of the consumers. Major products in its marketing mix include Business Desktops: Veriton, Chromebox, Chromebase, Notebooks: TravelMate, Extensa, Chromebooks, Computer Displays, Consumer Desktop: Aspire and Revo, Consumer Notebooks: Swift, Spin and Switch, Enterprise Communication, Gaming Predator etc. Acer also manufactures IoT starter kits, Projectors, Smartphones, Tablets, VR Devices etc
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This concludes the product strategy in Acer marketing mix & strategy.
Acer Price/Pricing Strategy:
Below is the pricing strategy in Acer marketing mix strategy:
Acer has enhanced its operation and supply chain system thereby is able to offer its products at reasonable prices to its consumers. The major strategy adopted by Acer is value based pricing in its marketing mix wherein the prices are set according to the offerings made and the consumers are assured of the pricing based on the value proposition.
Continuing with the same strategy they are adopted towards penetration pricing where some of the products are kept at low price to make the consumers buy and use such products. This kind of strategy is quite beneficial for Acer for introducing newer products or when it is trying to enter into new market segments with its differentiated products. Some of the products are sold at higher prices due to its additional benefits and some are offered at lower prices for instance eMachines due to its capability of generating lower cost in terms of manufacturing. Also some of the niche products by Acer have market skimming strategy since they are not expected to gain good market share. Rising competition in global electronics scenario has also resulted in offering various incentives in terms of discounts, upgraded features and additional service benefits. This has been done with the main objective of retaining customer base across different market.
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Acer Place & Distribution Strategy:
Following is the distribution strategy in the Acer marketing mix:
Acer has developed a strong distribution network thereby enabling the products to reach in more than 160+ countries. Also Acer, which has initially began its operation slowly, has now started expanding to other nations. This has been done through series of acquisitions and entering in contract with various local manufacturers. It has been able to reduce costs through adopting the practice of manufacturing different parts across different countries which specializes in cheaper and provides best quality parts. Also local responsiveness being higher there is a great deal of encouragement for local units to produce products which cater the needs of market. Acer products are sold at more than 95 thousand retails across different nations. Also the online marketplace has proved beneficial in reaching out to more potential customers.
There are established service centres for Acer devices and has been able to render better service and needs for the consumers.
Acer Promotion & Advertising Strategy:
The promotional and advertising strategy in the Acer marketing mix is as follows:
Acer relies heavily on electronic and other traditional modes of promotion by various advertising campaigns. Hrithik Roshan has been the face of the brand in India. Various advertisement gives description of the models and offerings of the Acer products. Also Acer has been known for its distribution mechanism thereby enabling the products to reach the consumers safely and having high standards in terms of packaging and delivery of products. Acer has also been associated with BAR-Formula One racing team, Ferrari Formula 1, FC Barcelona, and recently the 2016 League of Legends world Champion. All these promotional events have given the brand a better visibility among its competitors. Hence this concludes the Acer marketing mix.
About Acer:
Acer, the multinational hardware and electronics organization, had its origin in the year 1976 and is headquartered in Taiwan. Founded by Stan Shih and Carolyn Yeh the company initially ventured into distribution of electronic parts and consultant in the use of microprocessor by producing it. Today Acer is known for wide variety of advanced electronic products and slightly inclining towards marketing, designing and distributing products with its manufacturing process being contracted to external vendors. Acer is known for producing versatile and quality products and has its operation in more than 70 countries across the globe. The products are sold to various segments across the computer users which includes business organization, corporates, education institutes, gamers and programmers.
The company has also ventured into services like cloud platform and development of IOT applications with the help of its strong R&D networks. Acer employees more than 7000 employees worldwide and has a significance presence across all the countries through its strong retail centres.
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