...Assessment task Marketing Plan Apple Ipod Contents Executive Summary____________________________________________3 Situation Analysis -Market Analysis_______________________________________________3 -Product Analysis_______________________________________________4 -SWOT Analysis_______________________________________________ 4 -Competitor Analysis ___________________________________________ 6 Marketing Objectives__________________________________________ 7 Identifying Target Market -Selecting Target Market_________________________________________7 -Target Market_________________________________________________7 Developing Marketing Strategies Marketing Mix: -Product_____________________________________________________ ___8 -Price_______________________________________________________ ___8 -Promotion___________________________________________________ ___9 -Place_______________________________________________________ ___9 Implementing the Marketing Plan__________________________________10 Monitoring and Controlling -Developing a Financial Forecast____________________________________10 -Comparing actual and planned results________________________________11 -Revising the marketing strategies____________________________________11 Appendix ______________________________________________________12 Appendix A_____________________________________________________13 Appendix B_____________________________________________________14...
Words: 2211 - Pages: 9
...Introduction 1.1 The background of iPod The iPod was innovated by Tony Fadell, a former employee of General Magic and Phillips. Fadell wanted to bring a player by using small hard-drive player that can be link to a delivery system where users can obtain or download music legally (Hormby and Knight. 2005). In October 2001, Apple announced their first strike into the digital music market by announcing the iPod. The iPod was a hard disk based digital music where when compare to the portable tape decks, it was smaller. The iPod could compete with both the flash-based player and hard disk based player. Apple was able to make the iPod smaller by using a 1.8" hard disk. Apple believed that the iPod represented the perfect combination between both size and storage capacity. Beside size and capacity, iPod also had impressive industrial design where it has been missing from the other hard disk players in the market. Apple also believed that the iPod is such a potential product because if Apple misjudged the market, the iPod might be another G4 Cube in its hands. It turned out to be that Apple judged the market very well and the iPod has sold better then anyone had ever expected (iPod n.d.). 2.0 Market Segmentation 2.1 Demographic Segmentation The demographic segmentation is based on the United States of America market by age, gender, income and ethnic background. In a report by Pew Internet and American Life Project, twenty-two millions of adults owning iPod, thirteen percent of men own...
Words: 294 - Pages: 2
...The objective for most companies today is to maximize profit. The iPod has proven to be a major contributor to Apple’s overall revenue growth. However, one issue that we face with the iPod is the ability to obtain new customers. New technological innovations can be a hindering effect on long term profitability. Apple was known for its constant technological advances. Each generation of the iPod was better than the one before it. However, nowadays, consumers are able to download music right on to their smartphones and tablets, which reduces the likelihood of them wanting to buy an iPod. Cost structure will most likely not have an effect on the long term profitability of the iPod. “Cost structure is the expenses that a firm must take into account when manufacturing a product or providing a service.” (Investor Words) Apple does not manufacture their devices. Foxconn is the manufacturer for Apple and they are located in China. Apple pays their manufacturer very low and charges the consumer a high price. “While watching an interview given by CNN's Fareed Zakaria with China's Premier Wen Jiabao on October 3 2010, the Premier made a reference to the cost of making the iPod when speaking (through a translator) about the Chinese and American economies. He stated that he remembered when (in their last interview in 2008) that Fareed Zakaria made an example of the "iPod player in the United States. An iPod player is sold at $299 in the States (in 2008). But the Chinese producer only...
Words: 316 - Pages: 2
...The death of the iPod Johnny Davis March 22, 2011 http://www.smh.com.au/digital-life/mp3s/the-death-of-the-ipod-20110322-1c4lw.html#ixzz1rzbCdfXZ The iPod Classic, as the famous scroll-wheel design is now known, hasn't been updated now since September 2009, with a modest capacity jump from 120GB to 160GB. On the Apple Online Store, shipping times have slipped from 24 hours to 1-3 day in the UK. Across the US, several major retailers have reported short supplies, leading to speculation the device may soon be discontinued. It didn't even warrant a mention at Apple's annual Developers Conference in 2010. "The iPod's essentially finished, give or take," says Dr Alice Enders, a former senior economist at the World Trade Organisation who now reports on global music markets for media consultancy Enders Analysis. "Sales have been in decline for some time. The converged media device is the way forward." In other words: the iPhone, the iPod Touch and the iPad - devices that the iPod paved the way for, devices that have helped push Apple's latest profits to a record-breaking $US20b. If the iPod now finds itself as the least-loved of the company's shiny portable devices, you get the sense Apple is probably OK with that. The iPod is 10 this year. Developed during 2001 and brought to market in just eight months, the circumstances surrounding its launch were hardly auspicious. For a start, it debuted days after 9/11. The press launch promised "the unveiling of a breakthrough device"...
Words: 2792 - Pages: 12
...writing about. In the case of the Apple Ipod I know what a great product it is because I own one. Since I know about the product it will be interesting to learn some of the marketing tactics that appeal to the market. I will also be looking at the product life cycle of the Ipod and where it stands today. I will enjoy getting to know one of the best known computer and electronics brands from the marketing standpoint. The first steps of the marketing process of the Ipod I will look are the objectives and marketing strategies. The Ipod is attractive to many different groups and age ranges. It is great for active people, travelers, children, teens and adults\. It is also small so no bulky system to carry around and you don’t have to take twenty CD’s to get a variety of music. They also have to look at the over all price and use that someone can get out of the product. It needs to be something that many people can afford, but not a piece of junk. These are just some of the things that I can think of the Apple would have discussed as some of their objectives. If I take all of the people that I mentioned before and now have to market the product to all of them that is where the work really starts. Apple has to reach as many people as possible with their marketing strategy. I know that there were many ads out for the Ipod such as magazines, internet and commercials. Now I want to take a look at the introduction stage of the process for the Ipod. Apple had to look at the overall product...
Words: 356 - Pages: 2
..."aahs". Now take the Apple iPod for instance, the undisputed champion of MP3 players. October, 2001 saw the launch of this revolutionary product which took over the world in no time at all. It was then that the "i" era started. Every gadget company in world was convinced that if they put the letter "i" in front of the name, it made the device twice as cool. In these six years that have passed we have seen this 8th wonder of the world, get nothing but better. But somehow making over 110 million people happy is a little too less for Apple. So lets see, what does the iPod (video) still lack; hmmm maybe the screen size could be bigger. And...Umm maybe I would like to browse the internet on it! Ooh ohh.. and what about a touch screen interface!! Now wait a minute (it would be cool, if there was a scratch disk sound in the background just as you read this), before we go any further with our "wild" imagination, let me re-introduce to you, and I say "re" because I'm sure you've already heard of the unanimously crowned gadget-god, the iPhone. Whatever one could wish for in a portable gadget has been listened to carefully by our dear dear friends at Apple and has been brought to us in the form of the iPhone. Now I'm not here to tell you about that, not because the iPhone isn't worth talking about but because its old news now, believe me; that's how fast the tech world moves. iPod Touch Ladies and gentlemen, may I present to you, iPod Touch. It's...
Words: 666 - Pages: 3
...iPod : Creating An Iconic Brand HAMZA ŞANDA Product Introduction The iPod is a combination portable storing and playing audio files encoded by MP3 or AAC from Apple Computer and launched in 2001. The product line-up includes iPod Classic, the touch screen iPod Touch, the compact iPod Nano and the ultra-compact iPod Shuffle. All iPod models use an extremely small hard disk for storage. Also iPod Shuffle uses a flash memory; unlike the memory found in computers. This flash memory doesn’t lose its contents when the power is turned off. The storage capacity of all models has increased over time. From 2001 to 2011, it’s reported that Apple have reached 275 mio iPod sales. In just first quarter of 2011, more than 19 mio iPods had been sold worldwide and monitized 24,67 billion USD Revenue with 5,99 billion Net Profit. Brand Elements Name : iPod Slogan : 1000 songs in your pocket Character : Silhouette URL : http://www.apple.com/ipod/ Logo : Just Apple logo Symbol : brand name itself Packaging : Simple and fascinating What is the most important feature of iPod? The most important feature of iPod is the easy user interface. All iPOD models have an innovative and a simple design with color displays use antialiased graphics and text, with sliding animations. All new generation iPods have five buttons, also one is integrated into the click wheel as an innovation that gives an uncluttered, minimalist...
Words: 1023 - Pages: 5
...extremely popular in Japan and China, yet it has been unsuccessful in reaching essential mass in Europe and America, and has now been overtaken by the revolutionary digital MP3 technology. The portable audio market survives on advanced devices, thus when improvements are not made inevitably the market declines. Between 1995 and 2002, the market declined unsurprisingly because consumers were not challenged with something inspiring. However, from 2002 to 2004, sales eventually improved by the appearance of a much needed new portable music device, the MP3 player. Categorised now as a mainstream product, MP3 player sales from 2002 to 2004 quadrupled. (Mintel, 2005) 1.1Marketing Strategies of Apple's entrance in the Digital Music Industry The Apple iPod was revealed to be the most wanted portable music device. Its innovation targets consumers’ desires of sleek design, simplicity, and functionality. No longer was Apple catering for ‘geeky’ computer addicts, but now for the young, stylish and fun consumer. With high interest from other electrical manufacturers seeking to capitalise upon the interest in MP3 players, Mintel predicts that the growth will continue to rise in the market. As John F Sykes and Gaundez...
Words: 1093 - Pages: 5
...The iPod Technology has been on a vast increase since the beginning of time it seems, and it hasn’t been showing signs of slowing. One item that has been a huge symbol for technology has been the Apple iPod. Who knew anyone would be able to download, store and listen to thousands of songs on a thin, pocket-sized player. However, just like other technology the iPod has transformed in many ways and become better and more advanced in its functionality and numerous features. In January of 2001 Apple introduced iTunes for the Mac. ITunes is a program that allows someone to buy songs, convert audio CDs into compressed digital audio files, organizes music collections and plays the radio on the internet. It can play, burn and rip music from a CD. It can also transfer photos, videos, games and calendars to iPod models that support those features. In October of 2001, Apple launches the first iPod. Unlike many other digital audio players of that time, the iPod relied on using a hard disk for storage instead of flash memory. Its small size, power, and easy to use structure make it relatable to buyers and users. The first iPod had 5 GB storage capacity which holds 1,000 or more songs and worked only on Macs, using iTunes as a music addition tool. In November of 2001 developers began to work on different software that would allow the iPod to work with PCs. As of January of 2008 there have been over 141 million iPods sold worldwide, making it the best-selling digital audio player series in...
Words: 530 - Pages: 3
...to find out the pre-purchase and post-purchase behaviour of iPod users in the consumer market. Consumer behaviour includes the actions a person takes in purchasing and using products and services, including the mental and social processes that precede and follow these actions. The pre-purchase behaviour is determined by the expectation a customer develops in his/her mind before purchasing a product. Pre-purchase behaviour depends on various factors like 1) Financial stability of the customer 2) Reach by material which may be competition from the products of the same range like mobile, digital camera or by people, basically the peer factor.3) Advertisement 4) Competitive Advantage 5) Past experience buying from the seller. Post-Purchase behaviour is defined when after purchasing a product, the customer compares the product with the expectations he had developed in his mind about the product before buying, whether he is satisfied or unsatisfied with the product. Satisfaction or unsatisfaction affects consumer value perception. Post-purchase behaviour depends on various factors like 1) Easy to handle 2) Lack of Performance 3) Frequency of use. The six stages of consumer buying process will be included in determining the post-purchase behaviour of iPod. They are 1) Need Recognition 2) Information Search 3) Evaluation of Alternatives 4) Purchase Decision 5) Purchase 6) Post Purchase behaviour. 1.1 What is iPod iPod is a line of portable media players created and marketed by...
Words: 17535 - Pages: 71
...It's 10 years since the original iPod shuffled on to the scene, changing the way we listen to and buy music for good. But could it soon be time to hang up our white headphones? Johnny Davis reports. Monday lunchtime at the world's largest Apple Store in London's Covent Garden and Georgina Evans, visiting from Bath in south-west England for a day's shopping, is trying to score some cred points with her daughter Emily. "I want to see how competent I am," she says, jabbing the screen of an iPhone 4. "Put it down," tuts her husband, Andrew. "You're not." Across the cavernous chambers of the Grade II-listed building similar human-technology interactions are taking place. At other tables, as in any of Apple's 300-plus stores worldwide, tourists check their emails and update their Facebook pages. Like everything else Apple does, its store layouts are ruthlessly designed. Pricey laptops and desktops by the door to lure you in, then iPads, then iPhones, then iPod Touches. The only table not occupied by a small cluster of people prodding, touching and fondling the technology is right at the back, in the store's depths. It's the table with the iPods on it. The iPod Classic, as the famous scroll-wheel design is now known, hasn't been updated now since September 2009, with a modest capacity jump from 120GB to 160GB. On the Apple Online Store, shipping times have slipped from 24 hours to 1-3 day in the UK. Across the US, several major retailers have reported short supplies...
Words: 2985 - Pages: 12
...the iPod may fall off the market. However, there are some aspects of having an iPod that are appealing to consumers so this may not be the case. Some may think that having a “smart phone” would make life much easier. Of course, it would be much more convenient to have all of your technological accessories on one device, but what about the price? Having to pay for your phone service, text messaging, internet and email, music and applications all on a monthly bill could get to be expensive. If you have an iPod separate from your phone, you only have to pay once for it. Without the additional price for extra accessories on a phone, your phone bill will be less each month and you are ultimately paying less for the same services. It may not seem to make a large difference, but in this time of recession, every penny counts. One feature of the iPod that is so attractive to consumers its size. It is small and very portable and that makes it much easier to use. Many people who have their iPod for company for workouts appreciate not having to carry a large device along with them. It is very convenient. The iPod is also very simple to use. The “smart phone” seems advantageous to use but there are so many accessories, besides music, on it to navigate around. For those who are not technologically literate, this may be a nuisance to deal with. Most people want a device that is convenient and easy to use. For those who want to listen to their music without a hassle, the iPod provides...
Words: 511 - Pages: 3
...Student Name: Fin Sheffield Date : 25/9/2012 Unit Lecturer: Tasnim Saleh The media industry has changed in the past twenty years in so many ways, most for the better but, in some cases, for negative reasons. Since the late 1990’s, society has witnessed the blow up of the internet allowing people from all over the world to access and research many different things, the influx of mobile phones and the advantage it has had on the people, the many different game consoles around and other things such as the transition between VHS to DVD’s and the introduction of BluRay and Bluetooth. Two major impacts on the media industry for both positive and negative effects, have been the iPod and the music sensation, Spotify. Both have created a large hype within the media industry for several different reasons, and are both appreciated and cursed by the audience of today. Spotify is a downloadable window, where if you have internet connection, you are able to stream music for free. There are many positive effects that come with Spotify. You are able to listen to music anywhere, due to a new app that can be downloaded to any Android phone. On Spotify, there are two different subscriptions that are available. One can either pay for “The Ultimate” or “The Premium” or, alternatively, one can opt out of subscription, pay nothing, and have ten hours of free streaming per month. These options are appreciated by today’s music listeners...
Words: 1105 - Pages: 5
...Wikipedia, the free encyclopedia Jump to: navigation, search [pic] |iPod | |[pic] | |The iPod line as of September 2010; from left to right: iPod shuffle, iPod | |nano, iPod classic, iPod touch. | |Developer |Apple Inc. | |Manufacturer |Foxconn (OEM)[1] | |Type |Portable Media Player (PMP) | |Retail availability |October 23, 2001 – present (first launched) | |Units sold |Over 300,000,000 worldwide as of October 2011 (see| | |chart below) | |CPU |Samsung ARM and Apple A4 | |Online services |iTunes Music Store, App Store, iCloud, iBooks, | | |MobileMe, Game Center | | |(online services available only on iPod touch) | iPod is a line of portable media players created and marketed by Apple Inc.. The product line-up consists of the hard drive-based iPod classic, the touchscreen iPod touch, the compact iPod nano and the ultra-compact iPod shuffle. iPod classic models store media on an internal hard drive, while all other...
Words: 444 - Pages: 2
...223 Innovation and Job Creation in a Global Economy: The Case of Apple’s iPod Greg Linden1, University of California, Berkeley Jason Dedrick, School of Information Studies, Syracuse University Kenneth L. Kraemer, University of California, Irvine Abstract Globalization skeptics argue that the benefits of globalization, such as lower consumer prices, are outweighed by job losses, lower earnings for U.S. workers, and a potential loss of technology to foreign rivals. To shed light on the jobs issue, we analyze the iPod, which is manufactured offshore using mostly foreign-made components. In terms of headcount, we estimate that, in 2006, the iPod supported nearly twice as many jobs offshore as in the United States. Yet the total wages paid in the United States amounted to more than twice as much as those paid overseas. Driving this result is the fact that Apple keeps most of its research and development (R&D) and corporate support functions in the United States, providing thousands of high-paid professional and engineering jobs that can be attributed to the success of the iPod. This case provides evidence that innovation by a U.S. company at the head of a global value chain can benefit both the company and U.S. workers. 1 This article represents solely the views of the authors and not the views of the U.S. International Trade Commission or any of its individual Commissioners. This paper should be cited as the work of the authors only, and not as an official...
Words: 4893 - Pages: 20
