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Marketing strategy analysis

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  • + coherent analysis, good overview and interesting arguments
    - elaborate on how iPod changed the music experience

    good work!
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Transcript

  • 1. Marketing Strategy Analysis
    A
    Apple Inc.
    iPod
    Mona Gjerdrum Haugen
  • 2. What makes Apple Apple?
    Secrecy
    MacWorld Expo
    Steve Jobs
    More focus on design than price
    Keep products look almost the same for years – instantly recognizeable
    High quality products
  • 3. iPod
    Apple releases the first iPod on the 23rd of October 2001
    Today they have a range of different iPod products, with Shuffle, Nano, Touch and Classic as the main ones
    The most sold MP3 player in the world
  • 4. Competition
    iPod has 74 % market share (2009)
    SanDisk (7 %)
    Microsoft (1 %)
    Others (17 %)
  • 5. Marketing Strategies, iPod
    Focus on design rater than faster, cheaper etc.
    Making it more compatible with own harware and software than with others hardware and software
    Team up with not competing companies to be visible in several different markets (e.g. Nike, AT&T)
    Using social networks like Facebook and Myspace activly
    Outstanding television commercials
    Never giving discounts, instead buy e.g. a Mac, get an iPod for ”free”
    Great availability of the product, buy it almost anywhere
  • 6. Design – not faster/cheaper
    As an example – launch of the 6th generation iPod Nano this year
    http://www.youtube.com/watch?v=QFJ3_FyrZpc
    We can see from this pictures that they are constantly evolving, but instantly recognizable. For the 6th generation that we see on the right side, this is even more true in the software as this is the first iPod Nano not to have the click wheel.
  • 7. Prices
    iPod Nano 8 GB: $149
    Sandisc Sansa Fuze 8 GB: $89.90
    Microsoft Zune 8 GB: $95
    Apple claims to have approximatly 3/4 market share, their MP3 players are substantially more expensive
  • 8. Conclusion
    Apple has a high level of secrecy around thieir products, therefore it is difficult to find exact numbers, but there is no doubt that they have been the most successful company in the portable music industry
    Due to their marketing strategies and quality of products they can charge high prices and still be the market leader
    One of the biggest successfactors might be due to the use of design as one of the marketing strategies