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This is my MMS 1st sem Marketing Project, this was the second best in class. any one who wants this plz mail me on nash_q@hotmail.com thnks.

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  1. 1. iPod<br />For <br />Prof Nikhil Rao<br />
  2. 2. Priyanka Deogaonkar<br />Rajshree Goradia<br />Sweta Dhedia<br />Qasim Ladiwala<br />Raees Basri<br />Nashfi Qureshi<br />Samarth Wagh<br />
  3. 3. Apple Inc. is an American multinational corporation that designs and manufactures consumer electronics and computer software products. <br />Established in Cupertino, California on April 1, 1976 and incorporated January 3, 1977, by Steve Jobs, Steve Wozniak, and Ronald Wayne the company was called Apple Computer, Inc.<br />The company's best-known hardware products include Macintosh computers, the iPod, and the iPhone. <br />Apple software includes the Mac OS X operating system, the iTunes media browser, the iLife suite of multimedia and creativity software.<br />The company operates more than 250 retail stores in nine countries, and an online store where hardware and software products are sold.<br />
  4. 4. iPod is a brand of portable media players designed and marketed by Apple and launched on October 23, 2001.<br />The iPod line came from Apple's "digital hub" category, when the company began creating software for the growing market of personal digital devices.<br />As ordered by CEO Steve Jobs, Apple's hardware engineering chief Jon Rubinstein assembled a team of engineers to design the iPod line, including hardware engineers Tony Fadell and Michael Dhuey, and design engineer Jonathan Ive<br />
  5. 5. Product Profile<br />
  6. 6. iPod Classic<br />previously named iPod from 2001 to 2007, portablemediaplayer first introduced in 2001, currently available in a 160 GB model.<br />
  7. 7. iPod Nano<br />Portable media player first introduced in 2005, currently available in 8 and 16 GB models. The newest generation has a 640x480 video camera and a FM tuner with live pause and iTunes Tagging.<br />
  8. 8. iPod Shuffle<br />Digital audio player first introduced in 2005, currently available in 2 and 4 GB models.<br />
  9. 9. iPod Touch, <br />Portable media player first introduced in September 2007. Currently available in 8, 32, and 64GB models. The 32 and 64GB Gen 3 models feature a faster processor and include voice control and an external microphone.<br />
  10. 10. Market Leader<br /><ul><li>Research firm Piper Jaffray on the preference of Mp3 players shows…
  11. 11. About one out of every five teens are planning to buy a new music player in the next 12 months - of that group, 100% say an iPod.
  12. 12. There really isn’t much untapped potential here either: 92 percent of teens own a player, up from 87 percent in the last survey</li></li></ul><li>on the preference of Mp3 players shows…<br />Of the 606 teens surveyed<br />54% Males 46% Females<br />considered buying the Apple ipod!!<br />
  13. 13. Market Size<br />225 million iPods sold!!! – Sept 2009<br />Apple's own data shows that 50 percent of new iPod sales are to new customers (didn't previously own one)<br />The fastest growing model is the iPod Touch, which has sold over 20 million units since it was unveiled two years ago by the company. <br />
  14. 14. Competitors<br />Basically: none.<br />In the last 5 years all the iPod competitors have been beaten, frustrated and ridiculed.<br />Sony <br />CreativeLabs<br />iRiver <br />Phillips<br />Microsoft Zune <br />Archos<br />e.Digital<br />RCA<br />Cowon<br />Samsung<br />
  15. 15. In the last 5 years all the iPod competitors have been beaten, frustrated and ridiculed.<br />Lets examine the facts:<br />Until January 2009 iPod sold 200 million iPods.<br />
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  18. 18. Segmentation<br />Demographic : Young adults and Teenagers for both male and female, Apple iPod consists the differentiated market segmentation characterized in age, gender and desire for image and creating product desirability mainly to Middle/high class<br />Geographic : Primarily in USA, Canada, Europe and Asia. <br />Psychographic : People who have an enthusiasm to the technology and hobby particularly in music and/or literatures.<br />
  19. 19. Targeting<br />Apple iPod is aimed at young adults particularly those between the age of 12-30<br />People who have a passion or interest in music and/or literature<br />This is large enough to generate revenues and profits <br />It appeals to both males and females <br />Targeted at the niche market creating product <br />desirability especially in Middle/high class <br />
  20. 20. Positioning<br />The advertisements and commercials of iPod focused on the 'coolness' aspect as it made the viewers believe that having one would make them accepted among their peers. Analysts commented that the hype surrounding iPod was created due to its unique advertising, word of mouth publicity by the users and the look and design of the product...<br />Since the product highly proposed at the middle to high class, therefore product will be positioned in department stores aligned with prestige products to create a strong, clear and consistent image of the product in the consumer's mind.<br />
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  22. 22. Product<br />Apple also offers its customers one year warranty to assure them of the quality of the product. <br />Benefits<br />Quality assurance<br />Brand loyalty <br />Repeat services,<br />Premium Prices<br />Apple iPod allows consumer’s to download not only their favourite music but also books and other literature which can be read and listened to.<br />iPod can be used in your car and in other mobile settings .<br />
  23. 23. Price<br />Apple iPod uses cost base method to derive its prices. They add a 65% profit margin to the cost of the product to gain efficient revenue. <br />Price and quality interactions – - In this way, price creates perception of quality. - High price attract an image of quality - This allows Apple iPod to increase its market share <br />
  24. 24. Promotions<br /><ul><li> Magazine and Television advertisements.
  25. 25. Below-the-line promotions – </li></ul>Direct methods to induce customers <br />Offering any iPod accessory <br />This allows the business to directly measure the success of the campaign by observing the sales rate of the promotional tool. <br />
  26. 26. Apple iPod uses indirect distribution using intermediary organisation The intermediaries will provide functions such as: <br />- Fragmenting bulk supplies of inventory <br />- Give financial services to retailers <br />- Increase ease of customer purchase <br />Place<br />
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  28. 28. THANK YOU<br />