PROMOTION

AND
DISRIBUTION MANAGEMENT

Submitted To:
Dr. Jomon Lonappan
MBA Faculty

Submitted By:
PREETHIKA.D
09737
II MBA ‘A’
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Acer Incorporated is a Taiwan-based multinational computer technology and
electronics corporation that manufactures desktop and laptop PCs, personal digital
assistants (PDAs), servers, storage devices, displays, and peripherals. Acer
provides e-business services for business, government, education, and home users.
Acer Group has its headquarters in Xizhi, Taipei County. The company also owns
the largest franchised computer retail chain in Taipei, Taiwan.

HISTORY
Acer was founded by Stan Shih , his wife Carolyn Yeh, and a group of five others
as Multitech in 1976, headquartered in Hsinchu City, Taiwan. It began with eleven
employees and US$25,000 in capital. Initially, it was primarily a distributor of
electronic parts and a consultant in the use of microprocessor technologies, but
over time it emerged as a PC manufacturer. The company was renamed Acer in
1987. In 1993, Acer posted record profits of $75 million; 43 percent of that year'
s
net was generated by the DRAM joint venture, considered "the most efficient in
the DRAM industry" by some observers. Total sales grew to $3.2 billion in 1994,
and net income increased to $205 million, as Acer America turned its first annual
profit in the 1990s. From 1994 to 1995, Acer advanced from 14th to ninth among
the world’s largest computer manufacturers, surpassing Hewlett-Packard, Dell, and
Toshiba. Acer began its foray into laptops with the purchase of Texas Instruments
mobile PC division in 1997.

Acer' s subsidiary in India is Acer India (Pvt) Limited, and was incorporated as a
wholly owned subsidiary of Acer Computer International, Ltd. in 1999. It is a
notable vendor in key segments such as education, desktop computers and low
profile notebooks for education purposes. Its headquarters are in Bangalore, India.
PRODUCTS
Acer Aspire 5600 Notebook
Acer Aspire 3610 Notebook
Acer Aspire 5520 Notebook
Acer Aspire 4520 Notebook

Mobile phones

• Acer Liquid
• Acer NeoTouch
• Acer beTouch

Other

• Digital cameras
• LCD TVs

ACER GROUP BRAND POSITIONING

ADVERTISING STRATEGY
Acer sponsored the BAR-Honda Formula One racing team in the year 2000. In
2001, Acer provided sponsorship to the Prost Grand Prix Formula One team, and
the team'
s Ferrari engines were badge as Acers.

Acer currently sponsors the Ferrari Formula 1 team. In 2003 Acer signed a Gold
Partner sponsorship deal with FC Internazionale – Milano (Inter Milan) Football
Club. From January 2007, Acer has become Official Supplier of FC Barcelona.[18]
On 19 March 2007, Acer announced that they will sponsor the Factory Fiat
Yamaha Team for the 2007 MotoGP World Championship season. From 2009,
Packard Bell (a subsidiary of Acer) will be the sponsor of Fiat Yamaha
MotoGP.[19]

Acer is also currently a sponsor for professional gaming team SK Gaming.

Acer was listed among the Worldwide TOP Partners for both the Vancouver 2010
Olympic Winter Games and for the London 2012 Summer Olympics.

Other Advertising
Acer Arena, at Sydney Olympic Park, NSW, is the largest indoor live
entertainment and sporting arena in Australia. It was formerly named the Sydney
Superdome.

One of the major venues for the 2000 Sydney Olympics and Paralympics Games,
Acer Arena hosted artistic gymnastics, trampoline, the basketball finals and
wheelchair basketball.

The $200 million complex was designed and constructed to set new benchmarks in
urban design, access for people with disabilities, spectator comfort, operation
efficiency and Olympic serviceability.

Acer Arena was designed and constructed with very high environmental values and
was awarded the prestigious national Banksia Award for Construction Practices in
1999.

Acer Arena has hosted events including Supercross, tennis, rock concerts, arena
musicals, religious services, school spectaculars and banquets.
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• Acer Aspire 4736z Price – 29,000/-
• Acer Aspire 4736 Price – 37,500/-
• Acer Aspire 5738z Price – 28,500/-
• Acer Aspire 5738 Price – 33,500/-
• Acer Aspire 5738G Price – 40,000/-
• Acer Aspire 5739G Price – 50,000/-
• Acer Travel mate 4530 Price – 28,000/-
• Acer Travel mate 5730 Price – 33,000/-
• Acer Extensa 4630Z Price – 29,000/-
• Acer Extensa 4630Z Price – 34,000/-
• Acer Aspire 4520NWXMi Price – 27,900/-
• Acer Aspire 5920 Price – 33,500/-
• Acer Aspire 4310 Price – 24,000/-
• Acer Aspire 4715ZNWXMi Price – 28,000/-
• Acer Aspire 4720ZWXMi Price – 32,500/-
• Acer Aspire 2920WTMi Price – 42,000/-
• Acer Aspire 4720WXMi Price – 37,000/-
• Acer Aspire 4720ZNWXMi Price – 30,200/-
Suggestions as a Marketing Manager
As a Marketing Manager the adjustments that I would like to make in the present
strategies to improve the product performance and overall image of the product in
the customer’s mind and to have a new and improved version of Acer.
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Conclusion
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