Marketing Analysis - Ipod
Brian Sina
Professor Lewis
Intro to Marketing
10/15/11
The iPod Takeover: A Marketing Analysis When Apple introduced the iPod they produced something much more than an MP3 player, they produced a machine that had changed the music industry forever. Any machine that plays back mp3 files is known as an mp3 player, but while there are hundreds of different ones on the market, people refer to all of them as “iPods.” iPod is now a household name just like microwave, vacuum, and television; a direct result of the marketing brilliance of Apple. Marketing Plan When Apple created the iPod they created its software counterpart, the iPod software known as iTunes. The plan was simple, this new innovative software would help sell their hardware and create a new and unique product. When the iPod was first released Apple targeted the trendsetters who were willing to pay anything to be the first to take part in “the next big thing.” The iPod was also very convenient because instead of carrying around cases of CD’s you could have one tiny little machine that held all the music you had. Apple also allowed people to pay them in order to be able to sell accessories for this new product, also known as licensing. Accessories are a way for Apple and its third party distributors to make even more money on the iPod. The iPod headphones have become so famous that “they have actually been blamed for increased numbers of street robberies” Another marketing technique Apple used was versioning, which meant they would discontinue service to the old products and only produce new ones, forcing users to continue to purchase new and advanced iPod’s. Over the years countless amounts of iPods have been created from the original iPod all the way to the latest iPhone 4s with a built in camera, 4g internet capabilities, and tons of new features we never thought we’d see. Another unique aspect of the iPod is its online music store, iTunes. This is the first online music store that was
Professor Lewis
Intro to Marketing
10/15/11
The iPod Takeover: A Marketing Analysis When Apple introduced the iPod they produced something much more than an MP3 player, they produced a machine that had changed the music industry forever. Any machine that plays back mp3 files is known as an mp3 player, but while there are hundreds of different ones on the market, people refer to all of them as “iPods.” iPod is now a household name just like microwave, vacuum, and television; a direct result of the marketing brilliance of Apple. Marketing Plan When Apple created the iPod they created its software counterpart, the iPod software known as iTunes. The plan was simple, this new innovative software would help sell their hardware and create a new and unique product. When the iPod was first released Apple targeted the trendsetters who were willing to pay anything to be the first to take part in “the next big thing.” The iPod was also very convenient because instead of carrying around cases of CD’s you could have one tiny little machine that held all the music you had. Apple also allowed people to pay them in order to be able to sell accessories for this new product, also known as licensing. Accessories are a way for Apple and its third party distributors to make even more money on the iPod. The iPod headphones have become so famous that “they have actually been blamed for increased numbers of street robberies” Another marketing technique Apple used was versioning, which meant they would discontinue service to the old products and only produce new ones, forcing users to continue to purchase new and advanced iPod’s. Over the years countless amounts of iPods have been created from the original iPod all the way to the latest iPhone 4s with a built in camera, 4g internet capabilities, and tons of new features we never thought we’d see. Another unique aspect of the iPod is its online music store, iTunes. This is the first online music store that was
Cited: Page * Chinatown Connection(2006) iPod rules mp3 player scene http://www.chinatownconnection.com/apple-ipod-mp3-player.htm * Wikipedia.com. (2005) iPod http://en.wikipedia.org/wiki/IPod * Best techie.net (2008) The iPod Success: Thank The Marketing Department http://www.besttechie.net/2008/03/01/the-ipod-success-thank-the-marketing-department/ * Wikipedia.com. (2005) Steve Jobs http://en.wikipedia.org/wiki/Steve_Jobs