the strategies used to advertise your business / service to attract customers and prosper as a...

The strategies used to advertise your business / service to attract customers and prosper as a company.

Putting the right product in the right place,

at the right price, at the right time.

A model of marketing (advertising) Used to determine who the customer is

and what they need / want therefore increasing business by providing a service that is desired.

Brand Name

Functionality

Style

Quality

Safety

Packaging

Repairs and Support

Warranty

Accessories and Services

What does the customer want from the product/service?

What features does it have to meet these needs?› Are there any features you've missed out? › Are you including costly features that the

customer won't actually use? What does it look like? How will

customers experience it? What is it to be called? How is it branded? How is it different than the competitors? What is the most it can cost to provide,

and still be sold at a decent profit?

Pricing Strategy

Suggested Retail Price

Volume Discounts and Wholesale

Cash and early payment discounts

Seasonal Pricing

Bundling

Price Flexibility

What is the value of the product or service to the buyer?

Are there established price points for products or services in this area?

Is the customer price sensitive? Will a small decrease in price gain you extra market share? Or will a small increase be indiscernible, and so gain you extra profit margin?

What discounts should be offered to trade customers, or to other specific segments of your market?

How will your price compare with your competitors?

Distribution Channels

Market Coverage (inclusive, exclusive or

selective)

Specific Channel Members

Inventory Management

Warehousing

Distribution Centers

Order Processing

Transportation

Where do buyers look for your product or service?

If they look in a store, what kind? A specialist boutique or in a supermarket, or both? Or online? Or direct, via a catalogue?

How can you access the right distribution channels?

Do you need to use a sales force? Attend trade fairs? Make online submissions? Send samples to catalogue companies?

What do you competitors do, and how can you learn from that and/or differentiate?

Strategy (push /pull)

Advertising

Sales Force

Sales promotions

Public Relations and Publicity

Marketing Communications

Where and when can you get across your marketing messages to your target market?

Will you reach your audience by advertising in the press? TV? Radio? Billboards? Mail-outs? PR? The Internet?

When is the best time to promote? Is there seasonality in the market?

Are there any wider environmental issues that suggest or dictate the timing of your market launch, or the timing of subsequent promotions?

How do your competitors do their promotions? How does that influence your choice of promotional activity?

Apple unveils its new product, the iPad.

Tablet pc's have been around for a long time, what makes the iPad different from the other market offerings?

What strategy does Apple have in place in order to make this a runaway hit like its iPhone and iPod product lines?

We'll use the marketing mix(4 P's) to see how Apple strategized its goal to make the iPad a bestseller.

Looks like a bigger iPhone or iPod Touch Possess a LED touch screen interface. It’s small: 9.56 in x 7.47 in. It is very thin Battery life: ten hours. 3G capability. Ability to surf the internet, listen and purchase music, watch

videos, view photos, read e-mail, read and purchase e-books and execute multiple applications.

Is fully compatible with the iPhone. Different versions: 16 gb, 32 gb, and 64 gb. Wi-fi and wireless-n capable. Latest bluetooth profile On-screen keyboard for inputs.

The base model (16gb) without 3g capability is the cheapest at $499,

32gb at $599 64gb $699. 3g capability= extra $130 Option to sign up for AT&T data plan. Apple is known for charging higher, premium prices

however, they usually offer $100 off certain products to college students. They also do special bundles for purchasing certain products during different times of the year.

Purchase a Macbook Pro get a free iPod, printer plus the $100 student discount

Sold in place where other Apple products are sold.

There are multiple Apple stores across the United States and Canada.

Customers can also order the product online in Apple's website.

Best Buy Amazon

Apple held a press conference to debut the product.

Several of the major techblogs and websites (zdnet, gizmodo, engadget) also covered the event.

The iPad was highlighted on the front page of Apple website and the hour long keynote by Steve Jobs regarding the iPad is also available on the website. Upon its’ release date their had not been a tv commercial for the iPad.

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