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Apple iPod


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Apple iPod -- A Consumer Perspective

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Apple iPod

  1. 1. Welcome<br /><ul><li> Sagar Agrawal
  2. 2. Pratik Gandhi</li></li></ul><li>Agenda<br /><ul><li>Introduction
  3. 3. Target Market
  4. 4. Role Of Individual Factors</li></ul> 1. Perception<br /> 2. Learning and Memory<br /> 3. Motivation and Values<br /> 4. Personality and Lifestyles<br /> 5. Attitudes<br /><ul><li>Conclusion/Recommendation</li></ul> (A Consumer’s Perspective)<br />
  5. 5.
  6. 6. Apple <br /><ul><li>Steve Jobs Introduced in 1971
  7. 7. Well known Electronic Company in the World
  8. 8. Market Leader in the Product Category of portable Music Players</li></li></ul><li>
  9. 9. Apple iPod<br /><ul><li>Portable Media Player
  10. 10. iPod: Classic, Touch, Nano, Mini and Shuffle
  11. 11. iTunes is a software can be used to transfer music.</li></li></ul><li>Target Market<br /><ul><li>Teenagers and Travelers
  12. 12. Transition towards a necessity
  13. 13. Ease of use, Stylish looks attracted people of all demographics.</li></li></ul><li>Role of Individual Factors: Perception<br /><ul><li>Vision, Touch and Hearing
  14. 14. Classy Stylish and Attractive
  15. 15. Music Players were referred as iPod</li></li></ul><li>Role of Individual Factors: Learning and Memory<br /><ul><li>Sense of Belonging
  16. 16. Music on the go
  17. 17. Luxury accessories created to compliment iPod</li></li></ul><li>Role of Individual Factors: Motivation and Values<br /><ul><li> Measured by the Expectancy Theory as the consumers expects the iPod to play his favorite music
  18. 18. Maslow’s Hierarchy – Self Actualization and Self Belongingness </li></li></ul><li>Role of Individual Factors: Personality and Lifestyles<br /><ul><li> Two Main Characteristics</li></ul> 1. Queen Being<br /> 2. Actress<br /><ul><li> Lifestyle iPod consumers are vast.
  19. 19. Personal Music Library</li></li></ul><li>Role of Individual Factors: Attitudes<br /><ul><li>Functional Theory of Attitudes – Utilitarian Function
  20. 20. Rewards and Punishments
  21. 21. High Involvement – Standard Learning hierarchy is applicable</li></li></ul><li>Conclusion<br /><ul><li>Marketing strategies need to be implemented on a larger scale
  22. 22. iPod has created a niche of its own, and formed a community which includes all iPod owners sharing music files, podcasts, videos
  23. 23. The advertisements for iPod mostly consist of teenagers and people who are stressed and want to comfort them by listening to music.</li></li></ul><li>Conclusion<br /><ul><li> Apple is well known for not keeping discount offers or bundles. This can be positive and negative.
  24. 24. Apple should concentrate more on emotional appeal of the consumers. - Accessories
  25. 25. There are many versions of iPods and each iPod has its own specialty. iPod should provide proper product differentiation in its catalogues, internet, and television ads, so consumers can make a rational decision and associate the iPod with their lifestyle.</li></li></ul><li>THANK YOU<br />