Category: Entertainment

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Manufacturer – Apple Inc. Tony Fadell Invention in 2001 Type – Portable Media Player (PMP) Units Sold – Over 150million as of March 2008 Online Services – iTunes Store Different Models Available: iPOD Shuffle; iPOD Nano iPOD Classic; iPOD Touch About the iPOD

Portable Media Player:

Portable Media Player A portable multimedia player (PMP), is a consumer electronics device that is capable of storing and playing digital media. PMPs are capable of playing digital audio, images, and video. A color LCD screen is used as a display. PMPs are usually packaged with an installation CD/DVD that inserts device drivers and allows transfer of files between the computer and the player. The data on a PMP is typically stored on a hard drive, microdrive, or flash memory. The storage sizes vary anywhere between 256MB to 320GB. Operating interfaces usually include wheels, touch pads or 5 way pads for navigation.

Portable Media Player Industry:

Portable Media Player Industry Worldwide shipments of portable media players (PMPs) have been predicted to grow at a 30 percent annualized rate over the next five years. PMPs, which play back video as well as audio, will reach shipments of 132 million units in 2011, driven by consumers upgrading from MP3 players and the popularity of new Web sites that offer downloading of free short video clips. Prices are falling on the players and the devices offer increasingly greater storage and better ease of use. Flash memory's merits, such as durability, small form factor and low power consumption, make it the preferred storage medium for video PMP manufacturers.

PowerPoint Presentation:

Macintosh PC’s iPOD iPhone Mac OS X Operating System iTunes iLife MacBook





iPOD Market Share:

iPOD Market Share

iPOD Sales:

iPOD Sales




Segmentation Demographics Young Adults Males and Females 16 to 25 Years of Age Monthly Household Income of Rs. 20000 and above People who have a passion or interest in music and/or literature Geographic's Urban Areas 4 Metros 16 Mini Metros


Segmentation Psychographics Brand Name Looks Loud Music On The Go Western Culture Peer Pressure Buyer Behavior Targeted at the niche market creating product desirability Latest Technology Always Retains Current Users Converts Competition to iPOD Users Acquires New Users thereby expanding user base all the time




Differentiation iPOD has adopted the differentiated market and is characterized in age, gender and desire for image. iPOD is used by young adults and teenagers and for both male and female. Apple Inc’s iPOD falls under the Level 3 type of differentiation. Image Differentiation Apple Inc’s iPOD is easily differentiated from its competitors thanks to its world renowned image. Channel Differentiation iPODs are sold through – e-tailing Modern Trade Multi Brand Outlets (MBO) Shop-in-Shop


Positioning iPOD is positioned on the following variables: Innovation Quality Technology Trendy


Product This product allows consumer’s to download not only their favourite music but also books and other literature which can be read and listened to. Additionally this Ipod can be used in your car and in other mobile settings Positioning – aimed at the middle to high class, therefore product will be positioned in department stores associated with prestige products. This will create a strong, clear and consistent image of the product in the consumer’s mind which is essential. Different Brands Manufacturing Ipod are giving consumer’s one year warranty to assure consumers of the quality of the product.

Product Life Cycle:

Product Life Cycle

Product Life Cycle:

Product Life Cycle iPOD


Promotion By promoting the Apple Ipod this will satisfy the needs of the customer’s and business. Consumers will gain better understanding of the product and how it can satisfy their needs, but on the other hand will help Apple Ipod increase their profits and market shares. Advertising - Apple Ipod will spotlight on a successful advertising campaign comprising of magazine and television advertisements focusing on: - The target market (teenagers and young adults) - How often they want the target market to be exposed to the advertisement - When they want to reach their target market - Most cost efficient methods to fulfil the above By doing this Apple Ipod will add value to their product by altering consumer perceptions Below-the-line promotions – Apple Ipod will use a direct method to induce customers to purchase their product by offering any Ipod accessory per customer for half the value price with every purchase of a new Apple Ipod. This will allow the business to directly measure the success of the campaign by observing the sales rate of the promotional tool.


Place Distribution channels – Apple Ipod will use indirect distribution where an intermediary organisation will be involved in the process. The intermediaries will provide functions such as: - Fragmenting bulk supplies of inventory - Give financial services to retailers - Increase ease of customer purchase This will assist Apple Ipod as they can concentrate on other areas of the business Transportation – Apple Ipod will lease trucks in order to transport the inventory to intermediaries. By leasing the trucks Apple Ipod will accumulate extra funds to utilize else were. Warehousing – inventory will be kept in a warehouse close to the intermediaries which will minimise transport costs. Implementing, Monitoring and Controlling


Recommendation Apple Ipod Company will change because of the new added features to the product range. For its success, Apple Ipod Company must impose several key changes. Production needs to be on time and meet the quota demanded from wholesalers. It must also be efficient so as not to build inventory stocks and inventory prices. The marketing needs to be motivated and knowledgeable about the product. The forms of promotion such as advertising must be attracting and enticing to the target market to get the greatest amount of exposure possible for the product. This will ensure the success of the product in the stores. Distribution of the product must be efficient. This problem has already been taken care of with convenient transport routes to commercial areas and transport already being arranged.