The document discusses Apple's iPod and iPhone products and marketing strategies. It provides an analysis using the 4Ps framework and discusses Apple's approach to innovation. The key points are: 1) Apple uses a skimming pricing strategy, setting a base iPod model at $349 and more advanced ones at $399, with special limited editions at different prices. 2) Under the 4Ps analysis, Apple offers full warranty and Apple Care plans for products, launches special editions, and adds new features to iPod and iPhone over time. 3) Apple promotes through major retailers, stores, websites and eye-catching displays, showing off iPhone a month before release.

5. iPod

14. • Pricing
– Skimming strategy
• Set the base model at a cheap price of $349
• A more advanced model for $399
– Special limited edition beatles iPhone for special prices
– Lower our prices to ensure that market dominance
4P Analysis

15. • Product
– Full year warranty along with an optional three-year Apple Care warranty
– Same taste as all other Apple products
– Special edition version to be launched (Beatles edition)
– Launching a cheaper version in 2008 with less advanced features along with a
more advanced version for professional use
– Adding various features to the iPhone
4P Analysis

16. • Place
– Major retailer
– Online, showrooms, cell phone providers
– Apple stores , website
– Eye catching displays
– iPhone on display a full month before its worldwide release
• Promotions
– Integrated Apple message
4P Analysis

17. What
makes
Apple so
good at
Innovation?

18. • Incremental Innovation
• Cross Functional Teams
• Push and Pull Marketing
• Innovation Imperative

19. Importance
of iPod to
Apple
current
success

20. • Finding a Successful New Product
• Blockbuster Product
• Attribute Listing
• Organic Growth

22. Creative Techniques
Lateral Marketing

23. RECAP
• Brief History
• iPod
• New Product Strategy
• SWOT Analysis
• 4P Analysis
• Innovation in Apple
• Importance of iPod
• Future of Apple

24. Disclaimer
Created by
Abhishek Goyal,
IIT Kanpur
during an Internship under
Prof. Sameer Mathur, IIM lucknow