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Case Study: iTunes
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    Case Study: iTunes Case Study: iTunes Presentation Transcript

    • iTunes Case Study
      By:
      RemiEid ID: @26541
      WalaaYassien ID: @29172
    • Introduction:
      Apple first introduced iTunes store in April 2003
      first started out with 200 thousand songs, which gradually increased
    • Target Audience and Segmentation:
      iTunes is for everyone all around the globe
      takes note of the cultural differences through different demographics, psychographics as well as geographic segmentations
      Apple success lies in its glocalization of its content
      Parents
      Students/Intellectuals as target audiences
    • iStore:
      iTunes Ping
      People can purchase music, movies, TV shows, podcasts, as well as other Apple products such as: Gift cards, iPad 1 and 2, iPhone, apple accessories and so much more
      People can also chose to rent music, movies, TV shows and podcasts instead of buying them
    • iTunes Business Model:
      Software engineering
      Hardware manufacturing
      Retail
    • iTunes Application:
      Basic Application: iTunes itself is a free application from Apple to MAC or PC users
      iTunes basic applications revolve around music, movies, TV shows, Podcast, iTunes U and Audiobooks
      Over 70% of these applications are related to games while the other applications are related to the internet and social networks
      Two types of applications: free and paid
    • iTunes Innovation:
      iTunes when it was first introduced in 2003 was an innovation itself
      However, iTunes 10 is considered to be a creative version of iTunes rather than an innovative version
    • iTunes e-store:
      iTunes e-store stands up as huge revolution in the music industry
      The e-store personal usage rights and the one-click direct download to iTunes made it easy where basic factors towards this success
      “With music from all five major music companies and over 200 independent music labels, the iTunes Music Store is growing every day and will offer more than 400,000 songs.”
    • iTunes Promotions:
      “iTunes has revolutionized the way we buy music,” said Dawn Hudson, president of Pepsi-Cola North America
      In 2004, Pepsi featured Apple in the most historic promotion made by Apple in San Francisco
      Apple has announced in 2003 that it will legally give away 100 million free songs from its iTunes music stores
      Another success was when iTunes announced a random sign up for open mice companions for its top 10 leading songs in its online store and the winner would get free downloads from the online store
    • iTunes Gift Cards:
      The main deal here is Gift Cards from iTunes online shop
    • iTunes Website – Face of the Company:
      When you open the webpage; it feels more like a real store rather than a website
      The webpage comes with 35 different languages featuring Apple’s multiple stores which are: Educational, Business and Governmental
      Moreover, Apple’s e-store defines what should the consumers know about each product and facilitate the flow of information and ordering procedures
    • The End
      Any Questions?