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Sample Marketing Presentation

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Final presentation for Principles of Marketing (Managment 331) course

Purpose: Present marketing plan, including research, execution and evaluation, for a product (either in existence or imaginary)

Published in: Technology, Business
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Sample Marketing Presentation

  1. 1. iFeel “ The most advanced technology ever to be introduced in an iPod” Greg Pfeil Victoria Druckman
  2. 2. Market Research <ul><li>Constructed and conducted a survey regarding consumer interest in the iFeel </li></ul><ul><li>“ We ’ re thrilled to report our best quarter ever, with the highest revenue and earnings in Apple ’ s history, ” said Steve Jobs, Apple ’ s CEO regarding First Quarter sales </li></ul><ul><ul><li>22,121,000 iPods during the quarter, representing five percent unit growth and 17 percent revenue growth over the year-ago quarter </li></ul></ul><ul><li>Steve Jobs: &quot;With over $17 billion in revenue for the first half of our fiscal year, we have strong momentum to launch some terrific new products in the coming quarters.&quot; with regard to Second Quarter </li></ul><ul><ul><li>$7.51bn revenues (up 43%) and profits of $1.05bn (up 36%) - compared to $5.26bn and $770m the year-ago quarter </li></ul></ul><ul><ul><li>iPod sales grew to 10.64m; 1% units, 6% revenues </li></ul></ul><ul><ul><li>share of the US MP3 market 71% </li></ul></ul>
  3. 3. Competitive Analysis <ul><li>Major Competitors </li></ul><ul><ul><ul><ul><li>Dell Inc. </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Microsoft Corporation- Zune </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Sony </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Samsung </li></ul></ul></ul></ul><ul><li>Strategies of competitors </li></ul><ul><ul><ul><ul><li>Few advertisements </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Focus on product attributes </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Nothing exciting or eye catching </li></ul></ul></ul></ul></ul>
  4. 4. Company Analysis <ul><li>User friendly products to enhance the lives of consumers </li></ul><ul><li>Strong relationship with consumers </li></ul><ul><li>Brand loyalty & positive brand relationship with public </li></ul>
  5. 5. Opportunity Analysis <ul><li>Competition targets same group </li></ul><ul><ul><ul><ul><ul><li>Microsoft’s Zune </li></ul></ul></ul></ul></ul><ul><li>Heavily saturated markets </li></ul><ul><ul><ul><ul><ul><li>Mp3 market </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Music Market </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Video Market </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Software Market </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Computer Market </li></ul></ul></ul></ul></ul><ul><li>Benefits of product </li></ul><ul><ul><ul><ul><ul><li>User- friendly, durability, Apple care, new technology </li></ul></ul></ul></ul></ul><ul><li>Different marketing approaches </li></ul><ul><ul><ul><ul><ul><li>Fitness Approach </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Wellness Trend </li></ul></ul></ul></ul></ul>
  6. 6. Target Market Analysis <ul><li>Target Market: current iPod owners and consumers between the age of 18-35 </li></ul><ul><li>Message to target market </li></ul><ul><ul><ul><li>User-friendly and hassle free </li></ul></ul></ul><ul><ul><ul><ul><li>Will not be confused when making own playlists </li></ul></ul></ul></ul><ul><li>Appeal: </li></ul><ul><ul><ul><li>iFeel “feels” what you are feeling and adjusts accordingly </li></ul></ul></ul><ul><li>What is not being met by competitors? </li></ul><ul><ul><ul><li>Technology </li></ul></ul></ul><ul><ul><ul><li>Reliability & trust of brand </li></ul></ul></ul>
  7. 7. Consumer Analysis <ul><li>Current Customers </li></ul><ul><ul><li>Brand loyal </li></ul></ul><ul><ul><li>Own other apple products </li></ul></ul><ul><li>Suspect or prospect customers </li></ul><ul><ul><li>Athletes </li></ul></ul><ul><ul><li>Health and wellness advocates </li></ul></ul>
  8. 8. Objectives <ul><li>Generate awareness </li></ul><ul><li>71%  73% increase in Share of Market </li></ul><ul><li>Goal </li></ul><ul><ul><ul><li>Inform public of new product </li></ul></ul></ul><ul><ul><ul><li>Explanation of why it is essential to update mp3 </li></ul></ul></ul><ul><ul><ul><li>Create desire to update current mp3 </li></ul></ul></ul>
  9. 9. Strengths <ul><li>Easy to reach, dedicated consumer base </li></ul><ul><li>Simple and user friendly </li></ul><ul><li>Innovative technology, unmatched by any competitor </li></ul><ul><li>Strong brand image and existing brand name </li></ul><ul><li>New Genius application for iTunes complements idea of selecting music to match user preferences </li></ul><ul><li>Technological boom has left consumers with a desire to be the most up-to-date </li></ul>
  10. 10. Weaknesses <ul><li>Current economic state (lowest consumer spending in 25 years) </li></ul><ul><li>Brand viewed as higher quality- all might not feel is accessible </li></ul><ul><li>Apple’s constant introduction of new ipod models may result in hesitance to invest in this product </li></ul><ul><li>Product learning curve, some may view as too time consuming </li></ul>
  11. 11. Opportunities <ul><li>Advanced technology never existed in a similar product </li></ul><ul><li>Core competency advantage </li></ul><ul><li>Considered a reliable and trustworthy brand, consumer confidence (strong positioning) </li></ul><ul><li>Conquering a new segment of the market </li></ul>
  12. 12. Threats <ul><li>Weak economy </li></ul><ul><li>Consumer resistance </li></ul><ul><li>Competitors offering similar models of the product </li></ul><ul><li>Cheaper knock-offs </li></ul><ul><li>Intimidation by technology </li></ul><ul><li>Disinterest in understanding how the product works </li></ul>
  13. 13. Positioning Analysis <ul><li>“ Next best thing in technology” </li></ul><ul><ul><ul><li>Technologically advanced but still user-friendly </li></ul></ul></ul><ul><ul><ul><li>iPod to the next level </li></ul></ul></ul><ul><ul><ul><ul><li>Caters to the consumer’s needs </li></ul></ul></ul></ul><ul><ul><ul><li>Different beyond technology </li></ul></ul></ul>
  14. 14. Product <ul><li>Sleek design, mimics iTouch and iPhone </li></ul><ul><li>Unmatched technology from competitors </li></ul><ul><li>Encased in plastic box </li></ul><ul><ul><li>Includes headphones, Apple decals, one-year warranty, user’s manual, in-store tutorial voucher </li></ul></ul>
  15. 15. Pricing <ul><li>Tiered pricing levels </li></ul><ul><li>Cost-plus strategy </li></ul><ul><li>Competitive pricing </li></ul><ul><li>Retailers have opportunity to modify- margin of difference absorbed by retailer </li></ul>
  16. 16. Place <ul><li>Displayed on Apple website </li></ul><ul><li>Available for in-store purchase or at select retailers </li></ul>
  17. 17. Promotion Strategy <ul><li>Personal selling: Educated employees </li></ul><ul><li>Sales promotion: in-store tutorial </li></ul><ul><li>Advertising: Internet, television, viral, print and outdoor media </li></ul><ul><li>Public Relations: Product placement, press release </li></ul>
  18. 18. Specific Action Program <ul><li>iTunes store introduction </li></ul><ul><li>Marketing slogan to generate consumer interests </li></ul><ul><ul><li>“ The most advanced technology ever to be introduced in an iPod” </li></ul></ul>
  19. 19. Budget <ul><li>Tiered pricing: 8G $299, 16G $399 </li></ul>
  20. 20. Controls and Measures <ul><li>Measure share of market from 2008 compared to 2009 with iFeel </li></ul><ul><li>Surveys regarding customer satisfaction </li></ul><ul><ul><li>From tutorial and general product </li></ul></ul><ul><li>Modify marketing plan based on consumer response </li></ul>
  21. 21. Conclusion

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