The document provides an iPhone marketing plan with the following key points:
1. It outlines Apple's history and introduces their plan to launch the iPhone in 2007 as a smartphone combining internet, music, and video capabilities.
2. A situational analysis examines political, economic, social, technological, environmental, and competitive factors impacting the iPhone launch.
3. A SWOT analysis identifies strengths like innovation and brand awareness, and weaknesses like price and interface challenges. Opportunities include expanding markets, and threats include competition.
4. The marketing strategy outlines the product, price, placement, and promotion mix for a global iPhone rollout and advertising campaign. Marketing research targets different age groups.
Apple inc. Strategic Case Analysis PresentationMahy Helal
Full strategic case analysis for Apple incorporation including industry , competitor's and firm's self analysis. It covers all the strategic issues facing the industry and Apple inc. as well as the recommended solutions for these issues on business and corporate levels.
The study shows the development on the Apple Inc. mission& vision and the strategic objectives over time.
Apple inc. Strategic Case Analysis PresentationMahy Helal
Full strategic case analysis for Apple incorporation including industry , competitor's and firm's self analysis. It covers all the strategic issues facing the industry and Apple inc. as well as the recommended solutions for these issues on business and corporate levels.
The study shows the development on the Apple Inc. mission& vision and the strategic objectives over time.
Presentation is about the market strategy and STP process of Apple incorporation with SWOT analysis report.
it includes the history and introduction of apple incorporations and their working and goals and objectives and its CRM techniques.
Apple Inc. is an American multinational
technology company headquartered in
Cupertino, California, that designs,
develops, and sells consumer electronics,
computer software, and online services.
It’s hardware products include the iPhone
smartphone, the iPad tablet computer, the
Mac personal computer, the iPod portable media player, and
the Apple Watch smartwatch. Apple's consumer software
includes the OS X and iOS operating systems, the iTunes media
player, the Safari web browser, and the iLife and iWork
creativity and productivity suites. Its online services include the
iTunes Store, the iOS App Store and Mac App Store, and iCloud.
Company Profile
Main Competitors by Business Fields
Sales Mix of Apple Core Products
Market Share by Tablet & Smartphone Vendors
Business Model Canvas
SWOT-Analysis
Porter's five forces on APPLE
Strategy Integration Model
Key to Success
The presentation is made under the guidance of Professor Sameer Mathur, IIM Lucknow The presentation gives an insight about how the company works and what are its marketing strategies and how they implement them. It also tells what are the factors responsible for such tremendous growth of the company.
Presentation on apple explaining the evolution of the brand from its beginning to the current position in the world along with their competitors, strength and weakness.....steve jobs along with his life flow and about the apple market share worldwide and current ceo tim cook with the latest updates of the brand
A short presentation about Apple, its history, evolution, management style, apple products, and market. May helpful for school projects and presentation.
This slide show you overall description about apple company, its history, SWOT analysis, its Competitor, Industry position, Hardware and software quality, Market position.
Presentation is about the market strategy and STP process of Apple incorporation with SWOT analysis report.
it includes the history and introduction of apple incorporations and their working and goals and objectives and its CRM techniques.
Apple Inc. is an American multinational
technology company headquartered in
Cupertino, California, that designs,
develops, and sells consumer electronics,
computer software, and online services.
It’s hardware products include the iPhone
smartphone, the iPad tablet computer, the
Mac personal computer, the iPod portable media player, and
the Apple Watch smartwatch. Apple's consumer software
includes the OS X and iOS operating systems, the iTunes media
player, the Safari web browser, and the iLife and iWork
creativity and productivity suites. Its online services include the
iTunes Store, the iOS App Store and Mac App Store, and iCloud.
Company Profile
Main Competitors by Business Fields
Sales Mix of Apple Core Products
Market Share by Tablet & Smartphone Vendors
Business Model Canvas
SWOT-Analysis
Porter's five forces on APPLE
Strategy Integration Model
Key to Success
The presentation is made under the guidance of Professor Sameer Mathur, IIM Lucknow The presentation gives an insight about how the company works and what are its marketing strategies and how they implement them. It also tells what are the factors responsible for such tremendous growth of the company.
Presentation on apple explaining the evolution of the brand from its beginning to the current position in the world along with their competitors, strength and weakness.....steve jobs along with his life flow and about the apple market share worldwide and current ceo tim cook with the latest updates of the brand
A short presentation about Apple, its history, evolution, management style, apple products, and market. May helpful for school projects and presentation.
This slide show you overall description about apple company, its history, SWOT analysis, its Competitor, Industry position, Hardware and software quality, Market position.
Project: Create a deck proposing a product & campaign to help Netflix better serve their increasingly social audience.
Summary slides are above; full details below.
Team:
- Norman Tran: Digital Strategy
- Gabriella Pizzitola: Account Management
- Laetitia de Camas: Account Management
Role:
- Work with 2 other TBWA\Chiat\Day interns with limited resources and 6 week timeframe to create a new product & campaign for Netflix
- Facilitate brainstorming sessions
- Project management
- Research
- Design deck template and product mockups
Skills Utilized: Visual Design | Personas | Competitive Analysis | Trend Analysis | Product Development | Campaign Development | Storytelling
TBWA\Chiat\Day: TBWA\Chiat\Day is part of TBWA Worldwide. TBWA is one of the top ten US-based agency networks made up of 250+ full service agencies around the world with expertise in all of the disciplines required for the positioning, launching and long-term management of brands. TBWA is a highly awarded agency and our clients include Nissan, Infiniti, Pepsi, Gatorade, Sara Lee, Energizer, Principal Financial Group, Crate & Barrel, and Southwest Airlines.
Plan & Excute a Go to Market Campaign for an Atlassian Add-OnDavin Pukulis
When it comes to releasing a new add-on to the fast-growing Atlassian Marketplace, building a great product is not the whole story. To have a successful launch and achieve sustainable early customer growth, you need to make a concerted effort both before and after release day to connect your product with those it offers value to. Davin Pukulis, Director of Marketing from marketplace vendor K15t Software will be sharing his insights on how to do just that. This practical guide will explore the strategy and tactics of a recently executed add-on go-to-market campaign, from initial concept on through the awareness, consideration, and decision phases of the buyer's journey funnel.
The presentation proposes a new idea for a Zara line extension: Zara for women, a line designed for real women that embraces various body shapes.
The project was done by combining marketing and buying behavior information. Keep in mind that this is a fictitious line. However, actual data about the company and the industry were used to design the marketing plan.
Im doing a marketing plan on how Apple can improve their products .pdfsmitaguptabootique
I\'m doing a marketing plan on how Apple can improve their products below is the outlined
structure pls help xhibit 21-4 Summary Outline of Different Sections of Marketing Plan
Company Analysis Company objectives and overall marketing objectives Company resources
(marketing, production, financial, human, etc.) Other marketing plans (marketing program)
Previous marketing strategy Major screening criteria relevant to product-market opportunity
selected Quantitative (ROI, profitability, risk level, etc.) Qualitative (nature of business
preferred, social responsibility environment, etc,) Major constraints Marketing collaborators
(current and potential) Customer Analysis (organizational customers and/or final consumers)
Product-market Possible segmenting dimensions (customer needs, other characteristics)
Qualifying dimensions and determining dimensions Identify target market(s) (one or more
specific segments) Operational characteristics (demographics, geographic locations, etc.)
Potential size (number of people, dollar purchase potential, etc.) and likely growth Key
economic, psychological, and social influences on buying Type of buying situation Nature of
relationship with customers Competitor Analysis Nature of current/likely competition Current
and prospective competitors (or rivals) Current strategies and likely responses to plan
Competitive barriers to overcome and sources of potential competitive advantage Analysis of the
Market Context-External Market Environment Economic environment Technological
environment Political and legal environment Cultural and social environment Key Factors from
Situation Analysis W.O.T: Strengths, weaknesses, opportunities, and threats from situation
analysis Specific objectives to be achieved with the marketing strategy How will marketing mix
be differentiated from the competition? How will the market offering be positioned? Positioning
statement Marketing Strategy Overview of the Marketing Strategy General direction for the
marketing strategy Description of how the four Ps fit together Target Market(s) Summary of
characteristics of the target market(s) to be approached Product class (type of consumer or
business product) Current product life-cycle stage New-product development requirements
(people, dollars, time, etc.) Product liability safety, and social responsibility considerations
Specification of core physical good or service Product Features, quality etc. Supporting
service(s) needed Warranty (what is covered, timing, who will support, etc Branding
(manufacturer versus dealer, family versus individual, etc)
Solution
Apple iPhone Marketing Plan
•Executive Summery
•Situational Analysis
•SWOT Analysis
•Marketing Objectives
•Marketing Strategy
•Implementation
•Budget
•Control
Executive Summery
The Past– Steve Jobs, Steve Wozniak and Ronald Wayne established Appleon April 1, 1976 in
order to sell the Apple 1 Computer Kit that was handbuilt by Steve Wozniak. The Apple 1 was
sold as a motherboard (with CPU,RAM a.
The slides presents the clear picture of Apple India company.Complete details of company from Introduction to Conclusion. It consists of a proper 3C Report of Apple.
Dev Dives: Train smarter, not harder – active learning and UiPath LLMs for do...UiPathCommunity
💥 Speed, accuracy, and scaling – discover the superpowers of GenAI in action with UiPath Document Understanding and Communications Mining™:
See how to accelerate model training and optimize model performance with active learning
Learn about the latest enhancements to out-of-the-box document processing – with little to no training required
Get an exclusive demo of the new family of UiPath LLMs – GenAI models specialized for processing different types of documents and messages
This is a hands-on session specifically designed for automation developers and AI enthusiasts seeking to enhance their knowledge in leveraging the latest intelligent document processing capabilities offered by UiPath.
Speakers:
👨🏫 Andras Palfi, Senior Product Manager, UiPath
👩🏫 Lenka Dulovicova, Product Program Manager, UiPath
Observability Concepts EVERY Developer Should Know -- DeveloperWeek Europe.pdfPaige Cruz
Monitoring and observability aren’t traditionally found in software curriculums and many of us cobble this knowledge together from whatever vendor or ecosystem we were first introduced to and whatever is a part of your current company’s observability stack.
While the dev and ops silo continues to crumble….many organizations still relegate monitoring & observability as the purview of ops, infra and SRE teams. This is a mistake - achieving a highly observable system requires collaboration up and down the stack.
I, a former op, would like to extend an invitation to all application developers to join the observability party will share these foundational concepts to build on:
Welocme to ViralQR, your best QR code generator.ViralQR
Welcome to ViralQR, your best QR code generator available on the market!
At ViralQR, we design static and dynamic QR codes. Our mission is to make business operations easier and customer engagement more powerful through the use of QR technology. Be it a small-scale business or a huge enterprise, our easy-to-use platform provides multiple choices that can be tailored according to your company's branding and marketing strategies.
Our Vision
We are here to make the process of creating QR codes easy and smooth, thus enhancing customer interaction and making business more fluid. We very strongly believe in the ability of QR codes to change the world for businesses in their interaction with customers and are set on making that technology accessible and usable far and wide.
Our Achievements
Ever since its inception, we have successfully served many clients by offering QR codes in their marketing, service delivery, and collection of feedback across various industries. Our platform has been recognized for its ease of use and amazing features, which helped a business to make QR codes.
Our Services
At ViralQR, here is a comprehensive suite of services that caters to your very needs:
Static QR Codes: Create free static QR codes. These QR codes are able to store significant information such as URLs, vCards, plain text, emails and SMS, Wi-Fi credentials, and Bitcoin addresses.
Dynamic QR codes: These also have all the advanced features but are subscription-based. They can directly link to PDF files, images, micro-landing pages, social accounts, review forms, business pages, and applications. In addition, they can be branded with CTAs, frames, patterns, colors, and logos to enhance your branding.
Pricing and Packages
Additionally, there is a 14-day free offer to ViralQR, which is an exceptional opportunity for new users to take a feel of this platform. One can easily subscribe from there and experience the full dynamic of using QR codes. The subscription plans are not only meant for business; they are priced very flexibly so that literally every business could afford to benefit from our service.
Why choose us?
ViralQR will provide services for marketing, advertising, catering, retail, and the like. The QR codes can be posted on fliers, packaging, merchandise, and banners, as well as to substitute for cash and cards in a restaurant or coffee shop. With QR codes integrated into your business, improve customer engagement and streamline operations.
Comprehensive Analytics
Subscribers of ViralQR receive detailed analytics and tracking tools in light of having a view of the core values of QR code performance. Our analytics dashboard shows aggregate views and unique views, as well as detailed information about each impression, including time, device, browser, and estimated location by city and country.
So, thank you for choosing ViralQR; we have an offer of nothing but the best in terms of QR code services to meet business diversity!
GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using Deplo...James Anderson
Effective Application Security in Software Delivery lifecycle using Deployment Firewall and DBOM
The modern software delivery process (or the CI/CD process) includes many tools, distributed teams, open-source code, and cloud platforms. Constant focus on speed to release software to market, along with the traditional slow and manual security checks has caused gaps in continuous security as an important piece in the software supply chain. Today organizations feel more susceptible to external and internal cyber threats due to the vast attack surface in their applications supply chain and the lack of end-to-end governance and risk management.
The software team must secure its software delivery process to avoid vulnerability and security breaches. This needs to be achieved with existing tool chains and without extensive rework of the delivery processes. This talk will present strategies and techniques for providing visibility into the true risk of the existing vulnerabilities, preventing the introduction of security issues in the software, resolving vulnerabilities in production environments quickly, and capturing the deployment bill of materials (DBOM).
Speakers:
Bob Boule
Robert Boule is a technology enthusiast with PASSION for technology and making things work along with a knack for helping others understand how things work. He comes with around 20 years of solution engineering experience in application security, software continuous delivery, and SaaS platforms. He is known for his dynamic presentations in CI/CD and application security integrated in software delivery lifecycle.
Gopinath Rebala
Gopinath Rebala is the CTO of OpsMx, where he has overall responsibility for the machine learning and data processing architectures for Secure Software Delivery. Gopi also has a strong connection with our customers, leading design and architecture for strategic implementations. Gopi is a frequent speaker and well-known leader in continuous delivery and integrating security into software delivery.
SAP Sapphire 2024 - ASUG301 building better apps with SAP Fiori.pdfPeter Spielvogel
Building better applications for business users with SAP Fiori.
• What is SAP Fiori and why it matters to you
• How a better user experience drives measurable business benefits
• How to get started with SAP Fiori today
• How SAP Fiori elements accelerates application development
• How SAP Build Code includes SAP Fiori tools and other generative artificial intelligence capabilities
• How SAP Fiori paves the way for using AI in SAP apps
Builder.ai Founder Sachin Dev Duggal's Strategic Approach to Create an Innova...Ramesh Iyer
In today's fast-changing business world, Companies that adapt and embrace new ideas often need help to keep up with the competition. However, fostering a culture of innovation takes much work. It takes vision, leadership and willingness to take risks in the right proportion. Sachin Dev Duggal, co-founder of Builder.ai, has perfected the art of this balance, creating a company culture where creativity and growth are nurtured at each stage.
DevOps and Testing slides at DASA ConnectKari Kakkonen
My and Rik Marselis slides at 30.5.2024 DASA Connect conference. We discuss about what is testing, then what is agile testing and finally what is Testing in DevOps. Finally we had lovely workshop with the participants trying to find out different ways to think about quality and testing in different parts of the DevOps infinity loop.
Elevating Tactical DDD Patterns Through Object CalisthenicsDorra BARTAGUIZ
After immersing yourself in the blue book and its red counterpart, attending DDD-focused conferences, and applying tactical patterns, you're left with a crucial question: How do I ensure my design is effective? Tactical patterns within Domain-Driven Design (DDD) serve as guiding principles for creating clear and manageable domain models. However, achieving success with these patterns requires additional guidance. Interestingly, we've observed that a set of constraints initially designed for training purposes remarkably aligns with effective pattern implementation, offering a more ‘mechanical’ approach. Let's explore together how Object Calisthenics can elevate the design of your tactical DDD patterns, offering concrete help for those venturing into DDD for the first time!
UiPath Test Automation using UiPath Test Suite series, part 3DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 3. In this session, we will cover desktop automation along with UI automation.
Topics covered:
UI automation Introduction,
UI automation Sample
Desktop automation flow
Pradeep Chinnala, Senior Consultant Automation Developer @WonderBotz and UiPath MVP
Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
GraphRAG is All You need? LLM & Knowledge GraphGuy Korland
Guy Korland, CEO and Co-founder of FalkorDB, will review two articles on the integration of language models with knowledge graphs.
1. Unifying Large Language Models and Knowledge Graphs: A Roadmap.
https://arxiv.org/abs/2306.08302
2. Microsoft Research's GraphRAG paper and a review paper on various uses of knowledge graphs:
https://www.microsoft.com/en-us/research/blog/graphrag-unlocking-llm-discovery-on-narrative-private-data/
Smart TV Buyer Insights Survey 2024 by 91mobiles.pdf91mobiles
91mobiles recently conducted a Smart TV Buyer Insights Survey in which we asked over 3,000 respondents about the TV they own, aspects they look at on a new TV, and their TV buying preferences.
LF Energy Webinar: Electrical Grid Modelling and Simulation Through PowSyBl -...DanBrown980551
Do you want to learn how to model and simulate an electrical network from scratch in under an hour?
Then welcome to this PowSyBl workshop, hosted by Rte, the French Transmission System Operator (TSO)!
During the webinar, you will discover the PowSyBl ecosystem as well as handle and study an electrical network through an interactive Python notebook.
PowSyBl is an open source project hosted by LF Energy, which offers a comprehensive set of features for electrical grid modelling and simulation. Among other advanced features, PowSyBl provides:
- A fully editable and extendable library for grid component modelling;
- Visualization tools to display your network;
- Grid simulation tools, such as power flows, security analyses (with or without remedial actions) and sensitivity analyses;
The framework is mostly written in Java, with a Python binding so that Python developers can access PowSyBl functionalities as well.
What you will learn during the webinar:
- For beginners: discover PowSyBl's functionalities through a quick general presentation and the notebook, without needing any expert coding skills;
- For advanced developers: master the skills to efficiently apply PowSyBl functionalities to your real-world scenarios.
LF Energy Webinar: Electrical Grid Modelling and Simulation Through PowSyBl -...
Apple i phone marketing plan
1. Apple iphone Marketing Plan
1
Apple iPhone Marketing Plan
•Executive Summery
•Situational Analysis
•SWOT Analysis
•Marketing Objectives
•Marketing Strategy
•Implementation
•Budget
•Control
2. Apple iphone Marketing Plan
2
Executive Summery
The Past– Steve Jobs, Steve Wozniak and Ronald Wayne
established Appleon April 1, 1976 in order to sell the Apple 1
Computer Kit that was handbuilt by Steve Wozniak. The Apple
1 was sold as a motherboard (with CPU,RAM and basic textual
video chips) – less than what is considered a personalcomputer
today. Apple was responsible for creating the desktop
publishingmarket due to their innovative programmes,
PageMaker and LaserWriter.Between 1983 and 1996 Apple
experimented with a number of failedconsumer target products
including digital cameras, portable CD players,speakers, video
consoles and TV appliances. Market share and stock
pricesdecreased. In 2001, Apple introduced the iPod portable
digital audio player.The product was phenomenally successful –
over 100 million units were soldwithin 6 years.
The Present
– January 2007, Steve Jobs, the CEO and Co-Founder of
Apple,announces that Apple Computer Incorporated would now
be known as AppleInc. He also reveals the long anticipated
iPhone
, a combination of anInternet-enabled smartphone and the iPod.
In June 2008, he announces thatthe iPhone 3G would be
released in July 2008, this newer version addedsupport for 3G
Networking and assisted GPS navigation, among other things.
3. Apple iphone Marketing Plan
3
The Future
– Apple plans on focusing on satisfying personal consumer
demands rather than merely fulfilling a demographic
requirement as well as,improving performance and stability
rather than introducing new featureswhen releasing new
versions of any product.
The iPhone targets consumers who need to store information
andcommunicate or people who want entertainment on the go.
Apples targetsegments consist of professionals, students,
corporate users, entrepreneurs,and health care workers.
Currently, the market for high-end phones like theApple iPhone
is small. Few people want Internet, video, and PDA features
inone device because of the high price. The smart phone market
is still relativelysmall compared with general phone market. The
market will rapidly increase incoming years due to lower prices
and greater power.
4. Apple iphone Marketing Plan
4
Situational Analysis
Political Situation
•Taxation is something that governments put and Apple should
bestudy this as country by country case to anticipate
profitability, andpricing strategy.
•Importing laws in the world with GATT are in favor of trading.
•Countries are very variable in stability of, so we should study
eachcountry case by case.
Economical Situation
•Economical growth world wide is in a big recession which
needcareful manipulation
•Potentiality of the market is decreasing but it is higher than
anyothers in the Telecom sector.
Socio-Cultural Situation
•Population growth leading to expansion of the sector needs for
cellphones.
•People depend more an more on mobile
communicationeverywhere.
•There is educational growth in the world.
•Culture’s perception of the technological devices is
positiveworldwide.
5. Apple iphone Marketing Plan
5
•Literacy & illiteracy level is not affecting using cell phones
butaffecting high technological cell phones, this fact needs to
beconsidered.
•Acceptance of imported products in some countries are less if
there is local provider
•There are different social views that may affect product should
beconsidered (e.g.: Boycotting American products in the
Islamicworld)
Technological Situation
•Level of technology in the world is increasing.
•Internet level of awareness & usage for individuals &
industrialaspect are increasing worldwide
•Fixed phone lines capacity and development attempts.
•New technologies in the cell phones are increasing.
•Future plans for technological linkage between cities,
universities,colleges, hospitals and other institutes are increasing
and can beconnected to cell phones
•Level of usage of the E- Technology (online bidding,
billing,complaints, blogging etc) are high and trendy.
Competition Situation
•There are 19260 cell phone producer in the world, but there
aremore than 15 big companies competing at the world level
Market.
6. Apple iphone Marketing Plan
6
Environmental Situation
•The global concern of the Global Warming issue & other
pollutioneffects concerning the packaging material and radiation
of the cellphones
•The demand of the international environmental approvals is a
must(if there is any)
Sales Situation
Cell phones industries are one of the mostprofitable industries
everywhere and theMarket is increasing
7. Apple iphone Marketing Plan
7
S/O Analysis
Strengths
Innovative– The iPhone has an innovative touch screen. It also
hasmany functions of other mobile products all in one device
Compatibility –The phone will work with iTunes and with
otherMac/Apple products and OS software tools which means
limitlesspotential for upgradeability.
Ease-of-Use– The all-new touch screen interface recognizes
multifinger gestures, just as the human hand normally behaves.
Brand awareness–Apple is well known for cool
essentialgadgets like the iPods along great technological
innovations like theoriginal Macintosh.
Price– iPhone would be sold at a reasonable price for itsvalue.
Quality– Scratch resistant screen – durable and lightmetallic
finish - software suite resistance to computer viruses.
Opportunities:
Increasing demand and expansion to a new target segment
– As technology advances and smart phones get cheaper Apple
willattract consumers and get iPod users to upgrade to iPhones.
8. Apple iphone Marketing Plan
8
Upgradeable– iPhone software allows new exciting features to
be brought in which take advantage of the touch screen ability.
Future versions will also be hardware upgradeable.
Partnerships– Apple can collaborate with many powerful
globalmobile phone companies to flood the market with iPhones,
whichreduces costs in marketing and increases revenue through long-
termagreement deals.
Weaknesses
Image– The Apple brand is not targeted towards business people
anddoes not have a reputation as being compatible with the corporate
world.
Price– Apple does not yet offer lower priced models for more
costconscious consumers.
User Interface– Touch screen interfaces suffer from the problem of
“gorilla arm”*
*Gorilla arm is a side-effect that humans face when using touch screens for long times as
humans are not builtto hold their arms at waist or head-height, making small and precise
motions. After a short period of time, crampmay begin to set in, and arm movement becomes
painful and clumsy. This is now considered a classiccautionary tale to human-factors designers.
9. Apple iphone Marketing Plan
9
Threats
Increased competition– Smart phones are easier to make now
morethan ever. More companies may enter the market, and
competitors oreven Apple contractors can maneuver around patents to
create similardevices.
Downward pricing pressure– The iPhone is marketed as a high-
end phone, but phone prices are almost certainly going to fall
whenother companies undercut the price of iPhones.
Difficulty expanding into Asian market– There is less hype
andinterest in Asia since smart phones are better known and already
widely used.
Competition (Palm)- Palm has the longest history in PDA
marketand has experience-developing software for mobile devices. It
is also a well-known brand for businesspeople. Existing software
is wellestablished and compatible with many products for this market.
Themarket is familiar with Palm products; significant switching
costs areinvolved in going to an iPhone. Palm can add many
similar capabilitiesto their products that match the iPhone and
expand to a wider marketthrough lower cost and higher-power
products.
10. Apple iphone Marketing Plan
10
Marketing Mix Strategy
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 (including the iPhone
Beatlesedition celebrating their 40th anniversary)
•Launching a cheaper version in 2008 with lessadvanced features
along with a moreadvanced version for professional use
•Adding the following features to the iphone(large disk storage
capacity, lower weight,thinner device, long battery life, 4G
wireless,GPS and improved camera)
Price
•Set the base model at a cheap price of $349
•A more advanced model for $399
•Speciallimited edition Beatles iPhone for special prices
•Generally lower our prices to ensure we establish market
dominancein as short of time as possible
Place
•Massive rollout worldwide at all reputable major retailers
•Massive rollout Online, Showrooms and in all cell phone
providers
11. Apple iphone Marketing Plan
11
•All Apple Stores the Apple website will dedicate themselves to
theiPhone
•Eye catching displays will be found at all physicalstores featuring the
iPhone to make the productstand out from the pack
•Apple Stores will have the iPhone on display a fullmonth before its
worldwide release
Promotion
•Integrate Apple message of revolutionary communications
andaudio/visual experience together in all media advertisements
•Differentiate the iPhone against others is the touch
screenfunctionality
•Emphasize Apple brand prominently and associate theiPhone with
the iPod’s groundbreaking lineage
•Original but tasteful advertisements at the same time
•A massive TV campaign is planned before launching the
iPhonefeaturing a soon to be legendary ad to be the talk of the country
•Advertising will be appearing on a regular basis tomaintain
general public awareness
12. Apple iphone Marketing Plan
12
Marketing Research
•Four age groups will be targeted: 15-20 years, 20-25 years, 25-
45 years, and 45 years and up
•High School and College aged people will demonstrate social uses
•The 25-45 years group will be used to determine business
applicationand social/personal use
•The 45 years and above will give us a plan to market to more senior
well-refined group
•This research will be done through surveys (via email
campaignthrough portals such as, iTunes and other on-line
applicationdeveloped for the iPhone) and interviews (in Apple stores)
with thesame age groups listed before
•To bring the iPhone to the front of the business world it is
importantto research different ways to grow the 15-25 year old
group into business uses of the product
•Brand awareness will be an important tool in taking the Apple
brandfrom "social cool" to "business cool".
• We will ask for feedback on iPhone features, and implement
thosechanges most important to the end user in the next
generation iPhone
• We will allow users themselves to design their own ideal
iPhone on-line and use any useful ideas to further refine future
iPhone models
• We will continuously scour the Apple fan websites to understand
what the Mac faithful are saying, as they are our best customers.
13. Apple iphone Marketing Plan
13
Implementation
Compensation system
•workers $5 incentive pay for every non reject phone they
produce•$10 per phone six sigma quality program•each worker
$5000 each year for best practice training
use control measures to closely monitorquality and
customer service satisfaction
consumers can contact the main headquartersabout
any possible technical problems– by usingApple
Customer Service Bar and a customer service phone number
stored in the phone book.
In case of slow sales
•Offer iPhone to customers who have purchased other Apple
products$10 per phone six sigma quality program, which will
lead to:•demonstrate the product for consumers, it will promote
synergyand lure buyers.•develop deep relationships with two
very different segments:those who have it and those who aspire
14. Apple iphone Marketing Plan
14
Budget
•Our break-even analysis assumes wholesale revenue of $500 per unit
variable cost of $250 per unit and est. fixed cost of $50 million.
Basedon these assumptions the break-even calculation is $50
milliondivided by $500 minus $250 equals 200,000 units sold.
•Break-even calculations indicate that Apple will become
profitableafter the sales volume exceeds 200k. After the first year
Apple willmake a profit of 1.25 billion minus 50 million in fixed
costs.
•Recommended price is $350. The markup is 40 percent.
•It is predicted that sales volume will increase at least 60 percent
fromthis change; this will decrease the impact of fixed costs and
improveopportunities to increase our production scale, which
will furtherimprove profits in the long run.
Control
To plan our strategy we will meet monthly with the board of
Apple,present our information, and make a proposal for
continued marketingefforts. Before each meeting our team will
meet in private, with eachperson presenting their own proposal
based on the information theyhave learned. After the initial
proposals, we will vote on the best oneor come to a compromise.
The final proposal sent before Apple is theresult of that meeting.