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Apple Ipod ppt


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Presentation for a marketing class evaluating the Apple Ipod as a product and suggesting new ways to market the item.

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Apple Ipod ppt

  1. 1. Apple iPod
  2. 2. Brief History <ul><li>Established in 1976 by Steve Jobs and Steve Wozniak in California </li></ul><ul><li>For funding Wozniak sold his Hewlett Packard scientific calculator </li></ul><ul><li>Raised a net start of $1300 </li></ul><ul><li>Apple delivered the first Apple I to hobbyists </li></ul><ul><li>Apple quickly earned $774,000 </li></ul>
  3. 3. Corporate Strategy <ul><li>Apple Inc. is a company that is vertically integrated, designing its own operating systems software and hardware, and selling these products through its own retail stores </li></ul><ul><li>To retain an edge in the highly competitive personal computer and consumer electronics markets, Apple’s stated philosophy is to increase investments in research and development, as well as marketing and advertising to extend market position </li></ul>
  4. 4. Recommendations <ul><li>Competitive prices due to established name </li></ul><ul><li>Expand in the foreign market (France, Canada) </li></ul><ul><li>Research and Development for new product areas. </li></ul><ul><ul><li>Competing companies have nearly doubled Apple in advertising </li></ul></ul><ul><li>Expand into user generated videos (YouTube, Soapbox) </li></ul><ul><ul><li>YouTube earned over $90 Billion in advertising revenue. </li></ul></ul>
  5. 5. Marketing Strategy <ul><li>Committed to bringing the best portable music device and mobile communication experience for people of all ages </li></ul><ul><li>Innovative product designs and styles </li></ul><ul><li>Adhere to customer preferences in size, capacity, and weight </li></ul>
  6. 6. Target Market <ul><li>Primary Target Market: Teens and Young Adults to age 29 </li></ul><ul><li>Secondary Target Market: Adults ages 30+ </li></ul>
  7. 7. Recommendations <ul><li>Learning tool for kids (alliance with school) </li></ul><ul><li>Expand with other brands (like Nike and Starbucks) </li></ul><ul><li>Travelers (airplanes, boats, cars) </li></ul><ul><li>Spend more on advertising (radio) </li></ul><ul><li>Working with car companies for satellite radio connections </li></ul><ul><li>Change style and colors to work with customers expectations </li></ul>
  8. 8. Competitors <ul><li>Zune (Microsoft) – send music and videos to others, personalized background pictures, radio </li></ul><ul><li>Zen Vision (Creative) – personal organizer, recorder, more song storage, more hours of video, and radio. </li></ul><ul><li>Sandisk Sansa View – lighter and smaller, microSD expansion slot, radio, and recorder. </li></ul><ul><li>DRM issue </li></ul><ul><ul><li>Not compatible with other players. </li></ul></ul><ul><ul><li>Sued over issue. </li></ul></ul>
  9. 9. Product and Pricing Strategies <ul><li>Product </li></ul>Pricing <ul><li>Product – iPod Touch; </li></ul><ul><li>Product differentiation with a 3.5 inch widescreen </li></ul><ul><li>8 mm thin </li></ul><ul><li>Multi-Touch screen,Wi-Fi wireless technology </li></ul><ul><li>Internet access </li></ul><ul><li>Movies and music stores </li></ul><ul><li>Reference tools - entering maturity stage in the life cycle </li></ul><ul><li>Focus on uniqueness of Apple’s products to create brand equity </li></ul><ul><li>Price – </li></ul><ul><li>8GB - $299.99 </li></ul><ul><li>16GB $399.99 </li></ul><ul><li>32GB $499.99 – </li></ul><ul><li>Price is inelastic due to brand loyalty and quality of products, less sensitive </li></ul><ul><li>Perceived-Value Pricing, by delivering quality to the customer </li></ul><ul><li>Offer refurbished ones for discounted prices (make it known) </li></ul>
  10. 10. Placement and Promotion Strategies <ul><li>Placement </li></ul>Promotion <ul><li>Online, in-store </li></ul><ul><li>resellers </li></ul><ul><li>Focus on establishing more Apple stores </li></ul><ul><li>Maintain competitive advantage with multiple distribution channels </li></ul><ul><li>Acquire constant feedback from customers </li></ul><ul><li>television, radio, magazines, print ads </li></ul><ul><li>Offer sales promotions to repeat customers </li></ul>
  11. 11. Questions or Comments