Marketing mix of Apple iPad

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Apple has developed a series of computers, phones,
portable media players, software, and many other
products that have advanced technology from what
it used to be, as well as creating new needs from the
consumers.Marketing Strategy of apple iPad and future goals

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Marketing mix of Apple iPad

  1. 1. Marketing mix of Apple iPad Renzil D’cruz http://RenzilDe.com/ http://about.me/renzilde http://linkedin.com/in/renzilde
  2. 2. What Does Apple Do? • Apple is an innovative company that manufactures, markets, and sells many kinds of consumer electronic devices. • Apple has developed a series of computers, phones, portable media players, software, and many other products that have advanced technology from what it used to be, as well as creating new needs from the consumers.
  3. 3. iPad • The iPad is a line of tablet computers designed and marketed by Apple Inc. • which runs Apple's iOS operating system. • The first iPad was released on April 3, 2010; • fourth-generation iPad and iPad Mini, were released on November 2, 2012.
  4. 4. Slogans use too attract audience iPad • "The iPad is..." (2010) Used in the iPad TV ads. • "A magical and revolutionary device at an unbelievable price." (2010) Used on apple.com and Keynote to promote and introduce the new iPad. • "Thinner. Lighter. Faster. Facetime. Smart Covers. 10 hour battery." (2011) Used on apple.com to promote and introduce the iPad 2. • "Now with iOS 5 and iCloud, it just got even harder to put down." (2011) Used to promote iOS 5. • "Resolutionary" (2012) Used to promote the new iPad and its Retina Display. • "Every inch an iPad" (2012) Used for the iPad mini launch. • "Just as stunning. Twice as fast." (2012) Used to promote the 4th generation iPad. iPad mini • "Every Inch a cool iPad." (2012) Used to introduce the iPad mini at the Keynote, online, and on TV • "There's less of it, but no less to it." (2012) Used to promote it on the website of Apple
  5. 5. How is the price of iPad determined? • Determined by the interaction of supply and demand curve • Intersection between these two curve provides us with the equilibrium point Renzil D’cruz http://RenzilDe.com/ http://about.me/renzilde http://linkedin.com/in/renzilde
  6. 6. Cost of iPad Type iPad mini iPad 2 iPad(with Retina display) Wifi 16GB $329 32GB $429 64GB $529 16GB $399 16GB $429 32GB $529 64GB $699 128GB $799 Wifi+Cellular 16GB $529 32GB $559 64GB $629 16GB $529 16GB $629 32GB $729 64GB $829 128GB $929 cost
  7. 7. Gradient on X-axis and Y-Axis Gradient of demand curve Gradient of Supply curve • Many substitutes of iPad available • Easily stored • Luxury good • Large proportion of income spent (around $SGD 600-900) • Easily transported • Supply for iPad is price elastic • Luxury good • Demand for iPad is price elastic • Gradient – Gentle • Gradient- Gentle
  8. 8. Sales of iPad Renzil D’cruz http://RenzilDe.com/ http://about.me/renzilde http://linkedin.com/in/renzilde
  9. 9. Model Status iPad (1st generation) Discontinued iPad 2 iPad (3rd generation) iPad (4th generation) iPad Mini Available Discontinued Available Available 16, 32, 64 GB: October 23, 2012 Announcement date January 27, 2010 March 2, 2011 March 7, 2012 128 GB: January 29, 2013 October 23, 2012 16, 32, 64 GB: November 2, 2012 Release date April 3, 2010 March 11, 2011 128 GB: February March 16, 2012 5, 2013 November 2, 2012 32, 64 GB: March 7, 2012 Discontinued March 2, 2011 16 GB: In production October 23, 2012 In production In production
  10. 10. Timeline
  11. 11. Target Market More Big Size Screen, More Powerful Sound! • Music Market • Live Concert • Music Video • More extensive music information available  Through iTunes, its market can be grow able. Renzil D’cruz http://RenzilDe.com/ http://about.me/renzilde http://linkedin.com/in/renzilde
  12. 12. Movies Market Enough size watching & feeling • Making new Video Market area – DVD at home – iPad@everyplace  Also through iTunes, its market can be growable.
  13. 13. Natural VOD device TV market • There are many cases to use computer, which only displays PPT or image Slideshow.  Intuitive Interactive Touch demonstrating is available.
  14. 14. Newspaper/Magazine Market • comportable size to read • Easy to scrap & share • NY times already made App for iPad  Paper Media can have more subscriptors Through iPad (more subscriptors, more money) Natural size READING!
  15. 15. Book Market • ePub baed iBooks market is opened. • Through iTunes and iBooks App, anytime users can download and use it. • Kindle are in danger? – Penguin, Macmillion, Simon & Shuster, HarperCollins, Hachette Book Group are contracted. Will be more.
  16. 16. Game market Dynamic & Powerful • Need for speed, Nova for iPad is revealed. – It’s real Realistic. People with cheered in the show.  Like Nintendo DS, PSP, Now PS3, XBOX are in danger.
  17. 17. What iPad users do? Renzil D’cruz http://RenzilDe.com/ http://about.me/renzilde http://linkedin.com/in/renzilde
  18. 18. SWOT Strengths: • Products/Branding • Marketing/Advertising • Ease of Use and Quality • Strong Brand Name For iPad • Brand perception • Innovation and Improvement Weaknesses: • Non-Compatibility Opportunities: • Stock Investments • Jobs-Moving Up • Trend Threats: • Copy-Cat Products/ Competitors • Market Share-PC’s • Price • Too Broad • Proprietary • Low cost Product Renzil D’cruz http://RenzilDe.com/ http://about.me/renzilde http://linkedin.com/in/renzilde
  19. 19. Renzil D’cruz http://RenzilDe.com/ http://about.me/renzilde http://linkedin.com/in/renzilde
  20. 20. Rank Vendors 2011 Shipments Market 2012 Market 2009/200 Share Shipment Share 8 Growth 1 HP 18,781 26.9% 16,218 24.7% 15.8% 2 Dell 17,099 24.5% 19,276 29.4% -11.3% 3 Acer 7,983 11.4% 6,106 9.3% 30.7% 4 Apple 5,579 8% 5,158 7.9% 8.2% 5 Toshiba 5,379 7.7% 3,788 5.8% 42% Renzil D’cruz http://RenzilDe.com/ http://about.me/renzilde http://linkedin.com/in/renzilde
  21. 21. Conclusion In the short run.. • Decrease the price of iPad • Marketing of iPad is now vital due to changes in consumer taste • Establish the uniqueness of the iPad as compared to other goods such as the Samsung Galaxy tab • Increase demand which leads to increase in profits for producers Renzil D’cruz http://RenzilDe.com/ http://about.me/renzilde http://linkedin.com/in/renzilde
  22. 22. In the long run… • Aim of producers is to maximise profit • iPad market is reaching its optimum • Decline sets in after optimum due to presence of better products and changes in consumer taste. Renzil D’cruz http://RenzilDe.com/ http://about.me/renzilde http://linkedin.com/in/renzilde
  23. 23. Thank You. • Questions ??? • Comments #@$% • Concerns !!! facebook.com/renzilde twitter.com/renzilde linkedin.com/in/renzilde

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