Transcript
iPod
• 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
• 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
• 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
What makes Apple so good at Innovation?
• Incremental Innovation• Cross Functional Teams• Push and Pull Marketing• Innovation Imperative
Importance of iPod to Apple current success
• Finding a Successful New Product• Blockbuster Product• Attribute Listing• Organic Growth
Creative TechniquesLateral Marketing
RECAP• Brief History• iPod• New Product Strategy• SWOT Analysis• 4P Analysis• Innovation in Apple• Importance of iPod• Future of Apple
Disclaimer
Created by Abhishek Goyal,
IIT Kanpur during an Internship under
Prof. Sameer Mathur, IIM lucknow
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