We have selected Seniors as our new target market. Our product is iPod Seniors.iPod Senior has capabilities that appeal to the senior market. The capabilities for Seniors will be in addition to the current capabilities.
There is currently no company that offers the capabilities necessary for Seniors.
2 out of 5 were familiar with mp3 players.1 out of 5 check email.4 out of 5 were interested in an extended warranty.The average amount was $99-$149.4 out of 5 were interested in a helpline.2 out of 5 use current technology.5 out of 5 would feel safe with a 911 alert button1 out of 5 state that product design was important.The applications mentioned varied from health benefits to ease of technology.4 out of 5 stated that they would benefit.
Health Applications: 911 alert button to call for ambulanceBlood Pressure Cuff, Heart Rate Monitor and Glucose Test connection to check vitals.
To make life more simple and assist with daily tasks.1000’s of applications that appeal to seniors (health and reminders).Will be slightly larger than iTouch, to enable larger buttons and photos.Seniors over 60, receive 10% off total cost: $90-$135.Apple currently offers a 1 year limited warranty, with an option to extend to 2 years or longer.At this point, Apple has little competition to the specialized iPod lines.Help is always offered in store or through the 24 hour helpline.
Current iPod models focus more on music and storage whereas the new product focuses on daily life and personal health concerns.
It could eventually be copied, but there is currently no sign of that happening.
iPod Senior would fall under family branding, since it is part of the iPod family.
Apple Inc. could also contract with MediCare or other government agencies to assist with the cost.
iPod Senior<br />Julie A. Estel<br />
New Target Market: Senior<br />iPod Senior<br />
Interviews<br />Are you familiar with iPods and mp3 players?<br />How often do you check your email?<br />If this product offered an extended warranty, would you be more willing to purchase?<br />How much would you be willing to pay?<br />If there was a helpline available to assist with questions regarding the product, would you be inclined to purchase?<br />How often do you use current technology?<br />Would you feel safe with a 911 alert button at your fingertips?<br />How important is product design to you?<br />What applications would interest you on an iPod?<br />Would you benefit from having a product that would simplify your daily life?<br />
Product Definition<br />Core Benefit<br />To make life more simple and assist with daily tasks.<br />Functions<br />1000’s of applications that appeal to seniors (health and reminders).<br />Design<br />Slightly larger than iTouch, to enable larger buttons and photos.<br />Price<br />Seniors over 60, receive 10% off total cost: $90-$135.<br />Warranty<br />Apple currently offers a 1 year limited warranty, with an option to extend to 2 years or longer.<br />Brand Image<br />Apple has little competition to the specialized iPod lines.<br />Service<br />Help is always offered in store or through the 24 hour helpline.<br />
Statement to CEO—Strategic Fits<br />The iPod Senior fits in the target market environment.<br />Apple Inc. strives to innovate new products and new product lines: Think Different.<br />Our product does fit with corporate strategies.<br />iPod Senior has similar and existing applications with the addition of new ones.<br />The new product is an extension of the current product lines.<br />Current technology focuses on current population trends (age demographic).<br />In the future, all ages will become more technologically dependent.<br />
Competitive Advantage<br />Apple iPod leads the industry with technological innovation.<br />There are no competitors that come close to iPod.<br />The closest technological product that appeals to seniors is the Nintendo Wii<br />Currently very popular in <br /> nursing homes<br />This product is unique and<br />targets an untapped market<br />
Product<br />New Features<br />Added applications and size that appeal to seniors<br />Differentiation<br />Focuses on untapped target market<br />Positioning<br />Apple, Inc. is leader of portable music device sales<br />Solid brand image that outperforms the competition<br />Product Life Cycle<br />As younger generations grow older, this product will become more popular.<br />
Pricing<br />Based on survey results, customers are willing to pay $99-$149.<br />This falls within the current iPod price range.<br />With a senior discount, customers will save $10-$15.<br />