Apple iPod's Promotional and Positioning Strategies.


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The differential Promotional and Positioning Strategies adopted by Apple have been discussed. It is shown how iPod's introduced became a sensation in the market. The reasons for the SUCCESS of iPod's.

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Apple iPod's Promotional and Positioning Strategies.

  1. 1. Apple iPod’s Promotional & Positioning Strategies
  2. 2. Group Members Namrata Gupta Gauri Bhasme Saumya Gupta Zarna Pansuriya Nishant Das Kanik Vijay Abhishek Agarwal
  3. 3. The Timeline
  4. 4. Apple I-1976
  5. 5. Apple II-1977
  6. 6. Apple III-1980
  7. 7. Apple Macintosh-1984
  8. 8. Apple Mac-1989
  9. 9. Apple Powerbook-1991
  10. 10. Apple Power PC-1994
  11. 11. Apple iMac-1998
  12. 12. Apple iBook-1999
  13. 13. Apple Mac OS x-2001
  14. 14. Apple ipod-2001
  15. 15. “All Mp3 players do the same thing, but nobody else has the “COOL” factor of iPod, It’s a status symbol: you are young, cool, vigorous if you have one. -Prof. John Zhang Wharton University Promotional Strategies
  16. 16. Secret Marketing  Steve Job created heavy speculation & curiosity by stating the statement “Hint: It’s not a MAC.”  Moreover this strategy did not let the competitors know the company’s plans  The secret marketing lead to impulse purchases.  The product was ready to be shipped the day it was announced so that the customers would not have to wait for the product.  It was all about Touch, Feel & Purchase Impulse Purchases
  17. 17. Partnering with hotels  iPod's were placed in guest rooms for them to use and enjoy the iPod.  This strategy would lead to the sale of iPod by people, who otherwise would not have even considered buying one.  Apple came out with this strategy to boost sales & give its customers a customized feeling for the product. Limited Edition
  18. 18. Podcasting  Podcasting made new files available on the internet to automatically download on the users iPod who have subscribed to the podcast feed  Apple collaborated with Nike to introduce “NIKE PLUS” line of shoes.  This enabled users to listen songs, while running and exercising. Co-Branding Strategy
  19. 19. Apple’s unique print, television & outdoor advertisements featuring black silhouettes wearing the ubiquitous white earphones have been impossible to avoid for the last five years. -Samir Bhavani, Research Director Advertising Strategies
  20. 20. Traditional Campaign Media Channels Wrap Advertising Lifestyle Advertising campaign
  21. 21. Consumers love the ease and the feel of the iPod, but it is the simplicity of the iTunes software platform that turned a great Mp3 player into a revenue-gushing phenomenon. -Larry Keeley, Innovative Consultant Doblin Inc. Pricing Strategies
  22. 22. Pricing Strategies Apple followed differential pricing strategy for its entire iPod product line. This strategy encouraged consumer to spend more for an iPod which is “better value for money” Apple also sold iPod’s through retailers like Radio Shack, Best Buy, Target Stores & Wal-Mart.
  23. 23. The IPod is hip. It looks cool, people wants cool things. And the IPod remains one of today’s coolest gadgets. -Chris Breen, Senior Director MacWorld Magazine Positioning
  24. 24. Positioning Focused on the “Coolness” aspect The hype and word of mouth publicity Buzz was the fact which made people to buy The “Whole Widget” strategy
  25. 25. Success Factors With iPod, listening to music will never be the same again. -Steve Jobs
  26. 26. Success Factors Emotional Consumption: Design as a primary purchasing factor Value Consumption: Price-performance sensitivity Technology friendly: User friendly, Sleek and Cool design and its capacity to store thousands of songs on one single device Trends friendly: its design, good interface software made it a status symbol And Finally…..