Product Branding of Apple iPod By- Amit Singh

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PRODUCT BRANDINGPRODUCT BRANDING

OFOF

“Apple iPod”“Apple iPod”

Presented By :-

AMIT KUMAR SINGHMFTECH (AP) –IIBATCH-2008-10

NIFT, NEW DELHI

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CONTENTSCONTENTS

Introduction of product

IP mandate & Goals

Apple’s Business Strategy

Stages in new product development

Focus on IPR for brand protection

Apple’s Gross Profit margin on ipod

Sales position of iPod

Industry impact of Ipod

Advertising Campaigns

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INTRODUCTION OF PRODUCTINTRODUCTION OF PRODUCT

• iPod is the brand of portable media players designed and marketed byApple Inc. and launched on October 23, 2001. The product line-upincludes the hard drive-based iPod Classic & touch screen iPod.

• iPod Classic models store media on an internal hard drive, while all other 

models use flash memory to enable their smaller size. As with many other digital music players, iPods, excluding the iPod Touch, can also serve asexternal data storage devices. Storage capacity varies by model.

• In September 2008, more than 173,000,000 iPods had been soldworldwide, making it the best-selling digital audio player series in history.

• Apple's 2007 year revenue recorded US$24.01 billion with US$3.5 billionin profits.

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IP MANDATE & GOALSIP MANDATE & GOALS The primary goals are:

• To improve local innovation systems

• To help in commercializing intellectual property

• To improve the climate for investment.

With particular reference to transitional economies, In light of these goals

this presentation is structured as follows:• Innovation & Business-University Collaboration

• Technology Transfer 

• The Strategic Management of Intellectual Property Assets

• Value transference, functional differentiation & sustainabledifferentiation

• IP Administration

• Maintenance & policing of intellectual property

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Think Different 

BUSINESS STRATEGYBUSINESS STRATEGY

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Conti…

• Over the years, Apple has continuously invested in research anddevelopment (R&D) to design and develop new products and peripherals.

• Apple’s physical and financial achievements are the result of its deepcommitment to continuous innovation-led business strategy.

• Apple maintains competitive advantage by effectively integrating anentire solution, including the hardware (iPod), software (iTunes), anddistribution of third-party digital content (iTunes Music Store).

• Apple's phenomenal growth was possible because of its continuousthrust on innovation, resulting in a range of products like Mac OS X v10.2Jaguar, 'Switchers', iPods, iMacs and iBooks. These innovative productshave attracted new customers and are in great demand.

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Conti….

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Brainstorming

Filter ideas

Ask customers

Formulate strategy

Estimate sales, costs and profits

Prototype created

Trial launch in a few areas

Putting into production

Stages in new product developmentStages in new product development

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FOCUS ON IPR FOR BRAND PROTECTIONFOCUS ON IPR FOR BRAND PROTECTION

TRADE MARK

  A distinctive word, phrase, logo, graphic symbol, or 

other device to identify the source of a product or 

service, brand to distinguish a manufacturer’s or 

merchant’s products from anyone else’s.The company get right as trademark for there logos.

They gone for it as to protect there logo from misuse.

The Trademark “ iPod ” is registered in 2003 & then

assigned to Apple in 31 Jan 2005 by U.S. Patent office.

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INDUSTRIAL DESIGN

The company has taken for industrial design right to save itsproduct iPod, as it is having unique, sporty, and attractive look &click wheel and this right assigned in 2005 by U.S. Patent office.

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PATENT

In the iPod, the software and technology used iniPod is patented by Apple Inc. Apple believes in newinnovation & technology that is the main key of success.

The 1st patent application is titled “Method and

system for sharing playlists.” Invention relatesto graphical user interfaces (GUI).The 2nd patent application titled “Method andsystem for configurable automatic mediaselection,”.

In January 2006, Apple surprised the market byshifting from IBM’s PowerPC chips to the Intel

platform, and by launching the Intel poweredApple iMac and MacBook Pro.

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APPLE’S GROSS PROFIT MARGIN ON iPodAPPLE’S GROSS PROFIT MARGIN ON iPod

Apple’s reported corporate gross margin for all products in the year ending September 30, 2006 was 29 % but in 2008 it increased upto39%.

Apple is the lead firm in the iPod value chain, incurring costs for R&D,marketing, coordination of the entire value chain, and other overheadcosts such as warranty.

36%Apple Gross Margin ($80/$224

$80Remaining Balance

(estimated Apple gross profit

($144Factory Cost

$224Sub-Total(estimated wholesale price)

($45Retailer Discount (15%)

($30Distributor Discount (10%)

$299Retail price per unit of 30 GB iPod

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INDUSTRY IMPACT OF iPodINDUSTRY IMPACT OF iPod

• iPods have won several awards ranging from engineeringexcellence, to most innovative audio product, to fourth bestcomputer product of 2006.

• iPods often receive favorable reviews; scoring on looks, cleandesign, and ease of use.

• PC World says that iPod line has "altered the landscape for portable audio players". Several industries are modifying their products to work better with both the iPod line and the AAC audio.

• Apple offers more information on educational uses for iPods on

their website, including a collection of lesson plans.

• Duke University provided iPods to all incoming freshmen in the fallof 2007, and the iPod program continues today with modifications.

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ADVERTISING COMPAIGNSADVERTISING COMPAIGNS

• The more famous commercials and print advertising featured dark silhouetted

characters against bright-colored backgrounds. The silhouettes are usually

dancing, and in television commercials are backed by up-beat music. The

silhouettes are also usually holding iPods and listening to them with Apple's

supplied earphones.

• These distinctively appear inwhite, so that they stand outagainst the colored backgroundand black silhouettes. Apple

changes the style of thesecommercials quite oftendepending on the song's themeor genre

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• The original television commercials andposters featured solid black silhouettesagainst a solid bright color, which usuallychanged every time the camera anglechanged.

• On May 20, 2008, a new ad premieredduring the American Idol finale. It followsthe original form but with even moreanimated backgrounds and Coldplay isshown in the shadow. The song was Viva

la Vida by Coldplay.

Conti…..

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REFERENCES:REFERENCES: http://patentcircle.blogspot.com/2006_06_01_archive.hhttp://patentcircle.blogspot.com/2006_06_01_archive.ht

http://wipo.inthttp://wipo.int

http://apple.comhttp://apple.com

http://productstrategy.squarespace.com/http://productstrategy.squarespace.com/

http://wikipedia.orghttp://wikipedia.org

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