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Sample Marketing Presentation

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Final presentation for Principles of Marketing (Managment 331) course …

Final presentation for Principles of Marketing (Managment 331) course

Purpose: Present marketing plan, including research, execution and evaluation, for a product (either in existence or imaginary)

Published in: Technology, Business
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Transcript

  • 1. iFeel “ The most advanced technology ever to be introduced in an iPod” Greg Pfeil Victoria Druckman
  • 2. Market Research
    • Constructed and conducted a survey regarding consumer interest in the iFeel
    • “ We ’ re thrilled to report our best quarter ever, with the highest revenue and earnings in Apple ’ s history, ” said Steve Jobs, Apple ’ s CEO regarding First Quarter sales
      • 22,121,000 iPods during the quarter, representing five percent unit growth and 17 percent revenue growth over the year-ago quarter
    • Steve Jobs: "With over $17 billion in revenue for the first half of our fiscal year, we have strong momentum to launch some terrific new products in the coming quarters." with regard to Second Quarter
      • $7.51bn revenues (up 43%) and profits of $1.05bn (up 36%) - compared to $5.26bn and $770m the year-ago quarter
      • iPod sales grew to 10.64m; 1% units, 6% revenues
      • share of the US MP3 market 71%
  • 3. Competitive Analysis
    • Major Competitors
          • Dell Inc.
          • Microsoft Corporation- Zune
          • Sony
          • Samsung
    • Strategies of competitors
          • Few advertisements
            • Focus on product attributes
            • Nothing exciting or eye catching
  • 4. Company Analysis
    • User friendly products to enhance the lives of consumers
    • Strong relationship with consumers
    • Brand loyalty & positive brand relationship with public
  • 5. Opportunity Analysis
    • Competition targets same group
            • Microsoft’s Zune
    • Heavily saturated markets
            • Mp3 market
            • Music Market
            • Video Market
            • Software Market
            • Computer Market
    • Benefits of product
            • User- friendly, durability, Apple care, new technology
    • Different marketing approaches
            • Fitness Approach
            • Wellness Trend
  • 6. Target Market Analysis
    • Target Market: current iPod owners and consumers between the age of 18-35
    • Message to target market
        • User-friendly and hassle free
          • Will not be confused when making own playlists
    • Appeal:
        • iFeel “feels” what you are feeling and adjusts accordingly
    • What is not being met by competitors?
        • Technology
        • Reliability & trust of brand
  • 7. Consumer Analysis
    • Current Customers
      • Brand loyal
      • Own other apple products
    • Suspect or prospect customers
      • Athletes
      • Health and wellness advocates
  • 8. Objectives
    • Generate awareness
    • 71%  73% increase in Share of Market
    • Goal
        • Inform public of new product
        • Explanation of why it is essential to update mp3
        • Create desire to update current mp3
  • 9. Strengths
    • Easy to reach, dedicated consumer base
    • Simple and user friendly
    • Innovative technology, unmatched by any competitor
    • Strong brand image and existing brand name
    • New Genius application for iTunes complements idea of selecting music to match user preferences
    • Technological boom has left consumers with a desire to be the most up-to-date
  • 10. Weaknesses
    • Current economic state (lowest consumer spending in 25 years)
    • Brand viewed as higher quality- all might not feel is accessible
    • Apple’s constant introduction of new ipod models may result in hesitance to invest in this product
    • Product learning curve, some may view as too time consuming
  • 11. Opportunities
    • Advanced technology never existed in a similar product
    • Core competency advantage
    • Considered a reliable and trustworthy brand, consumer confidence (strong positioning)
    • Conquering a new segment of the market
  • 12. Threats
    • Weak economy
    • Consumer resistance
    • Competitors offering similar models of the product
    • Cheaper knock-offs
    • Intimidation by technology
    • Disinterest in understanding how the product works
  • 13. Positioning Analysis
    • “ Next best thing in technology”
        • Technologically advanced but still user-friendly
        • iPod to the next level
          • Caters to the consumer’s needs
        • Different beyond technology
  • 14. Product
    • Sleek design, mimics iTouch and iPhone
    • Unmatched technology from competitors
    • Encased in plastic box
      • Includes headphones, Apple decals, one-year warranty, user’s manual, in-store tutorial voucher
  • 15. Pricing
    • Tiered pricing levels
    • Cost-plus strategy
    • Competitive pricing
    • Retailers have opportunity to modify- margin of difference absorbed by retailer
  • 16. Place
    • Displayed on Apple website
    • Available for in-store purchase or at select retailers
  • 17. Promotion Strategy
    • Personal selling: Educated employees
    • Sales promotion: in-store tutorial
    • Advertising: Internet, television, viral, print and outdoor media
    • Public Relations: Product placement, press release
  • 18. Specific Action Program
    • iTunes store introduction
    • Marketing slogan to generate consumer interests
      • “ The most advanced technology ever to be introduced in an iPod”
  • 19. Budget
    • Tiered pricing: 8G $299, 16G $399
  • 20. Controls and Measures
    • Measure share of market from 2008 compared to 2009 with iFeel
    • Surveys regarding customer satisfaction
      • From tutorial and general product
    • Modify marketing plan based on consumer response
  • 21. Conclusion

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