This document outlines new product strategies for Apple. It discusses the elements of a product strategy, including what is being sold, customer value, pricing, distribution, and target market. It also covers the three types of new product strategies: product improvement, product imitation, and product innovation. Specific examples of strategies Apple could use are then provided, such as improving existing apps and developing thinner iPad models. Steps for developing a new product strategy like defining the product and identifying market needs are also outlined.

1. New Product Strategies for
Apple
Presented By:
Nilesh Somaiya
Richa Chatterjee

2. What is NPS..????
A product strategy is the ultimate vision of the
product, as it states where the product will end
up.
 By setting a product strategy, you can
determine the direction of your product efforts.

3. Elements of a product strategy
 What are you selling?
 What value do you provide your customers?
 How will you price your product?
 How will you distribute your product?
 What will be target market?

4. Three Types of NPS
 Product improvement modification
 Product imitation
 Product innovation

5. Apple

6. About Apple
• One of the top 10 IT company by revenue.
• 3rd largest phone maker.
• 408 retail stores in fourteen countries

7. Personal
computer
Portable digital music player
Mobile

8. Not only Personal Computers…
…but also Portable Devices

9. rs

10. OR

11. Product Improvement Modification
 Embrace widgets
 Make the Unlock Screen More Useful
 Improve the Web Browser
 Improve the Calendar
 Improve the Email App

12. Contd…
 Improve the keyboard
 Improve the App Switcher
 Add a File System
 Support Adobe Flash Video
 Better Bluetooth Support

13. Product Imitation
 eMachines eOne
 Smart Cases
 Samsung S i9000
 Smart Watches
 Speerit
 Gooapple V5 3G
 Dell XPS 15z
 Asus Eee Top PC
 Every tablet, ever
 Samsung Chromebox

14. Product Innovation
 The iPads are thinner and sharper
 Sustaining Innovation

16. Two ways to develop NPS
Price-Based Product Strategy
Product Differentiation

17. Steps to develop NPS

18. Define your product
An accurate description of the product
planning will help keep you and your team
focused and avoid NPD pitfalls such as
developing too many products at once, or
running out of resources to develop the
product.

19. Identify market needs
 What is the target market for the product I am
proposing?
What does that market need?
What is the benefit of my proposed new
product?
What are the market's frustrations of existing
products of its type?

20.  How will the product fit into the current
market?
 What sets this product apart from
its competition?

21. Establish time frames
 Need to allow adequate time to develop and
implement your new products.
 Be thoughtful and realistic.

22. Identify key issues and approaches
 generating and screening ideas
developing and screening concepts
testing concepts
analyzing market and business strategy
developing and market testing products
implementing and commercializing products

23. 7 Key Strategies of Apple’s Marketing
 Ignore Your Critics
 Turn the Ordinary into Something Beautiful
 Justify Your Price
Communicate in the Language of Audience
 Extend the Experience
 Build a Tribe
 Become “The Name”