I PODCREATING AN ICONIC BRAND BY : SIDDARTH SONI (042) SUDHANSHU KUMAR (043)
Contents:• Introduction : I POD• Apple’s History• Launch : I POD & ITMS• Economics of I POD• Distribution Strategy• Innovative Uses of I POD• I POD Killers• Future Steps
Introduction• I Pod : Portable Digital Music player• Indispensable piece of personal technology• Market share : 78 % of portable digital music players (Jan-2006)• 14.1 million I Pod sold ( Q1 -2006)• Market dominant through continuous product Innovation and clever marketing
Apple- History:• 1974- Steve Jobs & Steve Wozniak founder• Predicted the Home computer Demand• Introduced Apple II in 1977• Public in 1980.• John Srulley : Apple CEO in 1983.• Launch of Macintosh with GUI.• Abandoned Apple II in favor of Mac product Line
• TV commercial “On January 24th, Apple Computer will introduce Macintosh. And you’ll see why 1984 won’t be like 1984.”• In 1996 Apple bought NEXT, Jobs returned back.
Launch : I POD & ITMS• Napster shut in July 1984 by RAAI• Sharing service : Peer to Peer.• Opportunity for record companies for online distribution.• Late entry in Digital market with FireWire• In 1991 Tony Fadell’s hired by Apple to Market.• Nov2001 Ipod launched (after 11 sept –decline economy)• ITMS store launched in 2003 ipod Timeline Intro
Economics of I POD• Razor Model turned upside down• Meager profit of $0.04,net profit resulted $20 million• Reinvent the entire Music business• Jobs pushed designer & engineer• Silhouettes everywhere –Print ads,Toronto subway,Macworld,Newsweek & Wired Magazine.• Ads during 2004 Super Bowl – teenager• Famous songs only on ITMS• IPOD night events
• Apple’s IPOD and Itune are part of the digital hub.• Relationship marketing• POD• To prevent ipod killers from cropping up – sustainable competitive advantage• Company currently will not relinquish its digital rights and allow iTunes to be a universal product• Copy protection and prevention of piracy
• Targeted at the niche market creating product desirability• Marketed Ipod as a life style product, instead of just another mp3 player.• Brand recognition high, because of same design• Experimental marketing, promoted ipod as an enriching factor.
• Secondary brand association• Target audience – Teenager and electronic geeks• Product nature• Enhance the sales of other product – Halo Effect
• Product innovation has been the core branding strategy• Sustain the desirability• Target is teenage, video games will enhance the value proposition