Marketing Plan Presentation: the Apple iLearn


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Marketing Plan Presentation: the Apple iLearn

  1. 1. Apple iLearn The Wolf Pack: Jessica Paterson, Kristin Kennedy, Michael Dunn, Monica Altamar, Troy Goliber, Jaimie Lemieux
  2. 2. Introducing the iLearn <ul><li>  Netbook with applications & customization options geared towards tweens </li></ul>
  3. 3. Mission Statement <ul><li>“ Bring the best personal computing experience to students, educators, creative professionals, and consumers around the world through [Apple’s] innovative hardware, software and Internet offerings.” </li></ul><ul><li>-(Apple’s Mission Statement circa 2009) </li></ul>
  4. 4. Objectives and Goals <ul><li>To expand our market to a younger generation Increase profitable sales by </li></ul><ul><li>15% in two years Increase competition with </li></ul><ul><li>competitors, like Dell, HP, </li></ul><ul><li>Acer, Asus by introducing </li></ul><ul><li>a new, innovative version of the current netbook on </li></ul><ul><li>the market today </li></ul>
  5. 5. Apple's Competitive Advantages <ul><li>Apple is a well-known, marketable brand with a large market share </li></ul><ul><li>  </li></ul><ul><li>The innovative technology  </li></ul><ul><li>  </li></ul><ul><li>Building a competitive sustainable advantage around Apple’s brand  </li></ul>
  6. 6. Portfolio Analysis <ul><ul><li>BCG Matrix </li></ul></ul><ul><ul><ul><li>MacBook Pro: star </li></ul></ul></ul><ul><ul><ul><li>iPod: cash cow </li></ul></ul></ul><ul><ul><ul><li>iPad: question mark </li></ul></ul></ul><ul><li>  </li></ul><ul><ul><li>Diversification strategy </li></ul></ul><ul><li>  </li></ul><ul><ul><li>We predict the iLearn will be a star by the end of the first fiscal year on the market </li></ul></ul>
  7. 7. Competition Analysis <ul><ul><li>Competitors' Strength </li></ul></ul><ul><ul><ul><li>already have developed technology of a netbook </li></ul></ul></ul><ul><ul><ul><li>modified and improved this technology </li></ul></ul></ul><ul><ul><ul><li>brand equity and awareness of Dell and HP </li></ul></ul></ul><ul><li>  </li></ul><ul><ul><li>Competitors' Weaknesses </li></ul></ul><ul><ul><ul><li>haven't targeted the tween market </li></ul></ul></ul><ul><ul><ul><li>less applications and customization options that the iLearn </li></ul></ul></ul><ul><ul><ul><li>lack of brand equity/awareness of Asus and Acer </li></ul></ul></ul><ul><li>  </li></ul><ul><ul><li>Competitors' Reaction to the iLearn </li></ul></ul><ul><ul><ul><li>launch a similar product to the iLearn </li></ul></ul></ul><ul><ul><ul><li>increase advertising for their current products </li></ul></ul></ul><ul><li>  </li></ul>
  8. 8. Competition Analysis (cont.) <ul><ul><li>Differentiation focus (niche) as our competition strategy </li></ul></ul><ul><ul><li>We hope to build a sustainable competitive advantage around the iLearn </li></ul></ul>
  9. 9. SWOT Analysis: Internal <ul><ul><li>Strengths </li></ul></ul><ul><ul><ul><li>Apple is a well-establish, trusted name </li></ul></ul></ul><ul><ul><ul><li>customer loyalty </li></ul></ul></ul><ul><ul><ul><li>reliable technology </li></ul></ul></ul><ul><ul><ul><li>ease of use </li></ul></ul></ul><ul><li>  </li></ul><ul><ul><li>Weaknesses </li></ul></ul><ul><ul><ul><li>  marketing to a target that has limited to zero income </li></ul></ul></ul><ul><ul><ul><li>  Apple is not known for customization </li></ul></ul></ul>
  10. 10. SWOT Analysis: External <ul><ul><li>Opportunities </li></ul></ul><ul><ul><ul><li>appealing to a new, previously untapped market of tweens </li></ul></ul></ul><ul><ul><ul><li>make Apple name more well-known </li></ul></ul></ul><ul><ul><ul><li>introduce the iLearn to the global market </li></ul></ul></ul><ul><li>  </li></ul><ul><ul><li>Threats </li></ul></ul><ul><ul><ul><li>our competitors already have their established netbooks on the mark </li></ul></ul></ul><ul><ul><ul><li>competitors can lower prices already </li></ul></ul></ul>
  11. 11. STP Analysis <ul><li>  </li></ul><ul><li>Segmentation </li></ul><ul><li>Targeting </li></ul><ul><li>Positioning </li></ul>
  12. 12. Step 1: Establish Strategy & Objectives <ul><li>Concentrated marketing strategy </li></ul><ul><ul><li>Niche marketing to tweens </li></ul></ul><ul><ul><li>Customization of an enjoyable, unique and attractive product </li></ul></ul><ul><li>Why differentiated, undifferentiated and micromarketing strategies don’t work! </li></ul>
  13. 13. Step 2: Describe Segments <ul><li> • Demographic: tweens from middle-income class families </li></ul><ul><li>• Benefit: compact size, parental controls, educational apps, user-friendly </li></ul><ul><li>• Loyalty: parents already loyal </li></ul><ul><li>  </li></ul><ul><li>• Why geographic, psychographic and geodemographic strategies don’t apply! </li></ul>
  14. 14. Step 3: Evaluate attractiveness <ul><li>  </li></ul><ul><li>• Identifiable: we know our market </li></ul><ul><li>• Substantial: approximately 20,038,000 tweens </li></ul><ul><li>• Reachable: internet, TV, magazines, other Apple products </li></ul><ul><li>• Responsive: interest in technology, previous spending habits </li></ul><ul><li>• Profitable: profit equation </li></ul><ul><li>(20,038,000*0.60*425*0.65)-100= $3,321,298,400.00 </li></ul>
  15. 15. Step 4: Select Target Market <ul><li>  </li></ul><ul><li>• Match competencies with attractiveness from SWOT analysis </li></ul><ul><li>• Uniform marketing mix may not apply to all potential consumers </li></ul>
  16. 16. Step 5: Identify & Develop Positioning Strategy <ul><li>• Symbol will be most beneficial strategy: </li></ul><ul><li>– Already well-known and respected </li></ul><ul><li>– Contains a strong trademark </li></ul><ul><li>– Separate Apple from competitors </li></ul>
  17. 17. Product <ul><li>  </li></ul><ul><li>• Want our product to make users feel as though knowledge is cool. </li></ul><ul><li>• Continue with successful Apple color scheme and broaden to unique patterns and images. </li></ul><ul><li>• Slogan for product line </li></ul><ul><li>–“ Simple. Easy. Life. iLearn.” </li></ul>
  18. 18. Price <ul><li> • Promotional pricing to attract new customers (ex. free iPod with purchase) </li></ul><ul><li>• Starting price $350 </li></ul><ul><li>• Bulk pricing and contract pricing for schools </li></ul>
  19. 19. Place <ul><li>  </li></ul><ul><li>• Apple Store </li></ul><ul><li>• Best Buy </li></ul><ul><li>• Internet </li></ul><ul><li>• Wal-Mart </li></ul><ul><li>• Target </li></ul><ul><li>  </li></ul><ul><li>• India </li></ul><ul><li>• China </li></ul><ul><li>• Japan </li></ul><ul><li>• Europe </li></ul><ul><li>• United States </li></ul><ul><li>• Canada </li></ul>  Distribution by: Air, Land and Sea Continue Apple’s supply chain management
  20. 20. Promotion <ul><li>  </li></ul><ul><li>• Communication Strategies </li></ul><ul><li>– Celebrities </li></ul><ul><li>– Commercials </li></ul><ul><li>– Radio </li></ul><ul><li>– Magazines </li></ul><ul><li>– Internet </li></ul><ul><li>• Apple Day! </li></ul><ul><li>•“ An Apple a day keeps the hunger away!” </li></ul>
  21. 21. Implementation Plan <ul><ul><li>Decided to use STP Analysis </li></ul></ul><ul><ul><ul><li>helps organization for group assignments </li></ul></ul></ul><ul><ul><li>Using concentrated segment strategy </li></ul></ul><ul><ul><ul><li>targeting tweens </li></ul></ul></ul><ul><ul><ul><li>implemented through television commercials developed by Jaimie </li></ul></ul></ul><ul><ul><ul><li>also need to market to parents </li></ul></ul></ul><ul><ul><ul><ul><li>through email and mail </li></ul></ul></ul></ul><ul><ul><li>Describing segment </li></ul></ul><ul><ul><ul><li>9-13 year olds with middle-upper class parents </li></ul></ul></ul><ul><ul><ul><li>implement through advertising in school supply stores developed by Kristin </li></ul></ul></ul>
  22. 22. Implementation Plan <ul><ul><li>Segment Attractiveness </li></ul></ul><ul><ul><ul><li>target market is extremely reachable </li></ul></ul></ul><ul><ul><ul><ul><li>will advertise through internet, television and magazines and will continue preexisting advertisements as soon as possible </li></ul></ul></ul></ul><ul><ul><ul><ul><li>run by Monica who is part of advertising team </li></ul></ul></ul></ul><ul><ul><ul><li>Mike will be watching the profitability of product along with the rest of the financial team </li></ul></ul></ul><ul><ul><li>Symbol </li></ul></ul><ul><ul><ul><li>advertise our well known symbol on billboards in busy cities </li></ul></ul></ul><ul><ul><ul><li>implemented by Troy with the advertising team </li></ul></ul></ul>
  23. 23. Evaluation and Control <ul><ul><li>Setting up performance goals </li></ul></ul><ul><ul><ul><li>Market share </li></ul></ul></ul><ul><ul><ul><li>Sales </li></ul></ul></ul><ul><ul><ul><li>Marketing expenses </li></ul></ul></ul><ul><li>  </li></ul><ul><ul><li>Market share </li></ul></ul><ul><ul><ul><li>Is the percentage of sales of a particular product/service in a given region that are controlled by a company </li></ul></ul></ul><ul><li>  </li></ul>
  24. 24. Market Share <ul><ul><li>In our first 3 years: </li></ul></ul><ul><ul><ul><li>We expect to have a market share of 25% </li></ul></ul></ul><ul><li>  </li></ul><ul><ul><li>This would put us in a position to become the top company in the market  </li></ul></ul><ul><li>  </li></ul>
  25. 25. Evaluation and Control Contd. <ul><ul><li>In our first 3 years we expect: </li></ul></ul><ul><li>  </li></ul><ul><ul><ul><li>Sales -  $3,321,298,400 per year </li></ul></ul></ul><ul><ul><ul><ul><li>This is right with the top companies </li></ul></ul></ul></ul><ul><li>  </li></ul><ul><ul><ul><li>Marketing Expenses - 10% of total sales for the product </li></ul></ul></ul><ul><ul><ul><ul><li>This is to stay constant through the years, unless a significant problem comes up </li></ul></ul></ul></ul>
  26. 26. Control <ul><ul><li>Setting goals is a great idea, but you need to monitor them   </li></ul></ul><ul><ul><li>We have team of analysts following product: </li></ul></ul><ul><ul><ul><li>Monthly meetings </li></ul></ul></ul><ul><ul><ul><ul><li>Forecasting </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Measuring </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Revenues and Expenses   </li></ul></ul></ul></ul><ul><ul><li>We have the right pieces in place if change is necessary </li></ul></ul>
  27. 27. Summary <ul><li>The iLearn should be successful on the market. </li></ul>
  28. 28. Works Cited