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Marketing plan for the launching of the Video iPod (5G) by Apple

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  1. Introduction
    1. Audi Group Presentation
    2. Audi History
    3. Audi today
    4. MSDS
    5. The Audi range
    6. Competition
    7. The market
    8. Future alternatives
  2. The marketing function
    1. Course of new vehicle sales
    2. The positions in the commercial
    3. The morning report
    4. More Audi
    5. Retention

Following the launch of the iMac and the return of Steve Jobs, Apple found its success. Later, in 2001 the company launched the iPod. Since then, it recorded record profits. Over the years, the iPod line has been democratized, and expectations of consumers and Apple fans have multiplied, forcing the firm to become more innovative. Therefore in October 2005, shortly after the release of iPod Photo (4G), Apple released the iPod Video (5G).

The firm expected that the market was ripe for this type of device and the sales doubled in 2006. However, the entry was risky because few people were directly interested in video playback. Moreover, the range is still facing weaknesses that persist in time (proprietary format, limited functionality, etc). Also, it should be emphasized that tough competitors already occupied the market with high quality products.

Therefore and in view of the situation, the marketing plan and objectives are essentially to make attractive to consumers adding to the concept of the video iPod. This is to highlight the catalog and its iTunes online catalog with the American series, the excellent quality of the screen, and the advent of Podcast sites (video blog)with compatible format.

So three major objectives were set up in the plan: Sale of over 56,000 pieces in 2006, and a market share of 70% for the month December 2006 the market for portable audio / video. Over 50% of buyers buy a video iPod for the primary reason of good screen quality.

Specifically, it is believed that these objectives can be achieved by investing millions in advertising that are highly targeted, before the American series,and on Podcasts and other sites. Also, all these efforts will be coupled with a major partner RP, pubs highlighting the screen and video clips, available music, and an alliance with the major music events(promotion of their DVD edition).

In general, Apple is positioned in markets with high growth potential to become global markets such as portable music with the iPod. Apple's strategy is to lock users in all kinds of ingenious mechanisms to push them to buy branded products and provide the user a unique experience. Its "core business" is the artistic professionals, engineers, and business persons.

Apple has developed a pricing strategy to attract consumers with products that appeal and are below psychological barriers (iPod Shuffle for 99 dollars) then to guide consumers on to higher-end products (iPodvideo) and even computers. Today, Apple needs to innovate with each new generation of iPods to justify a high price in the market.

Although a luxury brand positioning is the result of a policy of high prices, a strong differentiation, a high-end product through communication and packaging, design aside, etc.. The brand Apple has significantly democratized its offer. Apple has great expertise in advertising and thunderous public relations. In addition, they alternate rumors that may contain some true and false information, to create a "buzz" around the future product causing the consumer a feeling of excitement that leads to impulse buying.

In France, sales more than tripled in 2005 compared to 2004. The boom in sales is due to lower prices and a general democratization of the market. Over the years, the iPod emerged as clear market leader even in Japan where it holds more than 60% market share.

Tags: Marketing plan, launch of the Video iPod (5G) by Apple, market analysis of iPod

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