Marketing Plan of Itv
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|Marketing Plan for the iTV
June 11th, 2012
Executive Summary
Apple is going to launch a new product called iTV. It is an intelligent television that has an integrated Hi-fi system and can access the internet. It has several different features such as integrated webcam, DVD player and voice remote.
This report first of all reviews Apple Inc’s milestones and environment, in order to be able to develop an appropriate segmentation, targeting and positioning strategy. This enabled the iTeam to develop the Marketing mix (Product, Price, Placement and Promotion Strategies).
The prices have been set at 15,999RMB and 17,999RMB for the 94cm and 127cm diagonal screens. What the products are and how the prices have been determined is explained in this report. The iTV will be launched everywhere in the world simultaneously, but the placement and promotional strategies of this paper focus on China in order to give a concrete example.
Finally the timetable of the product development and marketing are given in order to show how long it will take to promote properly the product. There also is the budget of one of the promotion strategies: Launching event in Beijing.
This report is supposed to help Apple Inc. to launch their new product successfully.
Table of Content
Executive Summary 1
I) Management Team 2
II) Company Overview 4 1) Overview 5 2) Apple in numbers 5 3) Apple’s history and Milestones 5
III) Company Strategies 6 1) Product Strategy 6 2) Brand strategies: 6 3) Business Model 6 4) Mission Statement 7 5) Competitive advantages of Apple 7
IV) Background Analysis 8 1) Company 8 2) Collaborators 9 3) Customers 9 4) Competitors 11 5) Climate 11
V) Segmentation, Targeting and Positioning 12 1) Segmentation 12 2) Target Strategy 12 3) Positioning 12
|Marketing Plan for the iTV
June 11th, 2012
Executive Summary
Apple is going to launch a new product called iTV. It is an intelligent television that has an integrated Hi-fi system and can access the internet. It has several different features such as integrated webcam, DVD player and voice remote.
This report first of all reviews Apple Inc’s milestones and environment, in order to be able to develop an appropriate segmentation, targeting and positioning strategy. This enabled the iTeam to develop the Marketing mix (Product, Price, Placement and Promotion Strategies).
The prices have been set at 15,999RMB and 17,999RMB for the 94cm and 127cm diagonal screens. What the products are and how the prices have been determined is explained in this report. The iTV will be launched everywhere in the world simultaneously, but the placement and promotional strategies of this paper focus on China in order to give a concrete example.
Finally the timetable of the product development and marketing are given in order to show how long it will take to promote properly the product. There also is the budget of one of the promotion strategies: Launching event in Beijing.
This report is supposed to help Apple Inc. to launch their new product successfully.
Table of Content
Executive Summary 1
I) Management Team 2
II) Company Overview 4 1) Overview 5 2) Apple in numbers 5 3) Apple’s history and Milestones 5
III) Company Strategies 6 1) Product Strategy 6 2) Brand strategies: 6 3) Business Model 6 4) Mission Statement 7 5) Competitive advantages of Apple 7
IV) Background Analysis 8 1) Company 8 2) Collaborators 9 3) Customers 9 4) Competitors 11 5) Climate 11
V) Segmentation, Targeting and Positioning 12 1) Segmentation 12 2) Target Strategy 12 3) Positioning 12