Consumer Behavior: New Product Launch

I will review the product launch of the Microsoft Surface series of tablets. Microsoft launched the Surface tablet in late 2012 and since have launched the Surface 2, Surface Pro 2, and Surface Pro 3. The Surface Pro 4 is forthcoming. Say Surface one more time. The Surface tablet had a successful launch. Microsoft targeted consumer emotions which proves to be an efficient way to distinguish a product and thus sell products. They had popular rock bands play at grand opening of retail stores which carried the new product among other products. Bands like Weezer which cater to younger audiences but also whose music holds some nostalic qualities for some young to middle age audiences. This fit in with the companies efforts to align the Surface tablet with college students by including the Office suite on all new tablets. Microsoft also benefited from curiosity of consumers wishing to compare the product to the already established Apple iPad tablet. They built off this curiosity by distinguishing the product with features not found on the iPad such as a built in stand and keyboard. The digital ads are very colorful and aesthetically pleasing and showcase the thin dimensions and real "flexibility" of the Surface tablets. This shows a fun but high-tech product which plays to consumer attitudes that they need the newest, highest technological gadget on the market. They accomplish this while still marketing to younger college-age consumers with the vibrant color options. Bright colors invoke emotions in people. The consumers must be quite motivated to buy their "tablet that can replace your laptop". This is a bold claim playing on the desires of consumers to have an "all-in-one" device that can do everything and do it all efficiently, as fast as possible, and all the while taking up as little physical space as possible i.e. portability.