Loading…

Flash Player 9 (or above) is needed to view presentations.
We have detected that you do not have it on your computer. To install it, go here.

Like this presentation? Why not share!

Marketing strategy analysis

on

  • 5,539 views

 

Statistics

Views

Total Views
5,539
Views on SlideShare
5,539
Embed Views
0

Actions

Likes
0
Downloads
47
Comments
1

0 Embeds 0

No embeds

Accessibility

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel

11 of 1

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
  • + coherent analysis, good overview and interesting arguments
    - elaborate on how iPod changed the music experience

    good work!
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Marketing strategy analysis Marketing strategy analysis Presentation Transcript

    • Marketing Strategy Analysis
      A
      Apple Inc.
      iPod
      Mona Gjerdrum Haugen
    • 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
    • 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
    • Competition
      iPod has 74 % market share (2009)
      SanDisk (7 %)
      Microsoft (1 %)
      Others (17 %)
    • 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
    • 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.
    • 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
    • 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