group 4 james mellinger abe kim stacy lee helen wall wilson po

Group 4James Mellinger

Abe Kim

Stacy Lee

Helen Wall

Wilson Po

Apple’s Brand ImageImaginationDesignInnovation

Successful, Positive

Synergies between Apple’s

Products and Brand Image

How do we maintain our successful

Brand Image?

Through the development of product innovation, as

seen with our $200 million product proposal.

Current method of

charging electronic

devices an

inconvenience?

Introducing the iPower

“Life Unplugged”

Ultimate Compatibility

iPhone

iPod

Shuffle

Nano

MacBook

MacBook Pro

Accessories

and more…

“Life Unplugged”

Power Capacity: Up to

100 watts

Range: 40 feet

How will the iPower wirelessly transfer power to electronic devices?

“Life Unplugged”

“Life Unplugged”

Safety?

Backwards compatibility?

iPower Accessories

“Life Unplugged”

Support for all

Apple consumers

with products

new and old!

Price ($20)

iPower goes beyond Apple ProductsBenefits affect entire electronic industry.Cross compatibility with non- Apple Products

Develop general accessories that target typical adapter sizes/fits and watts. (e.g. Radio Shack)

“Life Unplugged”

CompetitorsCompany Product Description Release Details

Scottsdale, Arizona

0.1-inch thick and 6x15-inch pad. Can charge devices up to 90-watt

Price: $249Release: Early 2008

Ada, Michigan

Similar prototype design to Wild charge. Device must also be placed on mat. Price: ???

Release: Early 2008

“Life Unplugged”

Product Comparison  Advantages Disadvantages

Competitors Wireless Energy Pad

Slightly more efficient use of power consumption. Less waste.

Limited range, electronic devices restricted to size and location of pad.Number of electronics limited to the size of pad.

iPower’s WiFi hub

Increased mobility, range, and added convenience.Potential for limitless devices within RF range.

Use of wireless equates to slightly less energy loss/efficiency

“Life Unplugged”

Marketing Strategy

“Life Unplugged”

July 1, 2007

Display iPower in front windows of all Apple stores

August 31, 2007

Press conference

one day prior to product

release

September 1, 2007

Product Launch

September 2007-

December 2008Use

conventional advertising techniques

October-December,

2007

Partner with major

universities

September 2007

OnwardAllow

customers to charge their products in-store using

iPower

December 2007

Onward

Partner with businesses

December, 2007

Onward

iPower available at all major retailers

June 1, 2007

Steve Jobs unveils

product 3 months in advance

“Life Unplugged”

Visual Timeline

Product Display Design

“Life Unplugged”

Promotion

“Life Unplugged”

Promotional Bundling

“Life Unplugged”

iPower Stations

“Life Unplugged”

TV

“Life Unplugged”

Mac vs. PC CommercialMac vs. PC Commercial

Financial Analysis

“Life Unplugged”

iPower Sales

“Life Unplugged”

Quarterly Sales of iPower

0

1

2

3

4

1 3 5 7 9 11 13 15

Quarter

Quarter Sales(in $ Millions)

Total Sales

0

5

10

15

20

25

1 3 5 7 9 11 13 15

Quarter

Total Sales (in $ Millions)

Total iPower SoldQuarter Total Sales

(# of units in millions)0 01 0.22 0.43 0.84 1.85 2.56 3.57 5.18 8.19 10.1

10 13.111 16.612 20.3

Quarter Sales

QuarterQuarter Sales

(# of units in millions)0 01 0.22 0.23 0.44 15 0.76 17 1.68 39 210 311 3.512 3.7

iPower Accessory Sales

“Life Unplugged”

Quarterly Accessories Sale

QuarterAccessories Sales

(in Millions)0 0.001 0.602 0.603 1.004 2.505 1.756 3.307 3.508 6.009 4.00

10 5.0011 6.0012 5.00

Quarterly Sales of Accessories

0.00

1.00

2.00

3.00

4.00

5.00

6.00

7.00

1 2 3 4 5 6 7 8 9 10 11 12 13 14

Quarter

Acessories Sale

Total Accessories Sold

QuarterTotal Accessories Sale (In Millions)

0 0.001 0.602 1.203 2.204 4.705 6.456 9.757 13.258 19.259 23.2510 28.2511 34.2512 39.25

Total Sales of Accessories

0.005.00

10.0015.0020.0025.0030.0035.0040.0045.00

1 2 3 4 5 6 7 8 9 10 11 12 13 14

Quarter

Acessories Sale

Expected Profit

“Life Unplugged”

Retained Earing from each iPower Sale

COGS

Profit Margin

Total Sales (in Millions $)

QuarterTotal Sales

Total Accessory Sale

Total iPower Profit

Total Accessory Profit

0 0 0 0 0

1 0.2 0.6 20 7.8

2 0.4 1.2 40 15.6

3 0.8 2.2 80 28.6

4 1.8 4.7 180 61.1

5 2.5 6.45 250 83.85

6 3.5 9.75 350 126.75

7 5.1 13.25 510 172.25

8 8.1 19.25 810 250.25

9 10.1 23.25 1010 302.25

10 13.1 28.25 1310 367.25

11 16.6 34.25 1660 445.25

12 20.3 39.25   2030   510.25

Total: 8250   2371.2

10621.2

Retained Earing from each Accessory Sale

COGS

Profit Margin

$7/sale

$13/sale

$100/sale

$49/sale

Profits for iPower

0

5

10

15

20

25

1 3 5 7 9 11 13 15 17 19 21

Quarter

ProfitsitSeries1

Budget Breakdown Analysis

“Life Unplugged”

Expenses Breakdown

Marketing

Production

Delivery

R and D for accessories

R & D for accessories$70 Million

Marketing$30 Million

Delivery$20 Million

Production$80 Million

Marketing $30 Million

Production $80 Million

Delivery $20 Million

R and D for accessories $70 Million

Market Share Market Share (%)

Quarter Market Share0 1001 852 703 604 505 456 427 408 379 36

10 3511 3412 3313 3214 3115 3116 3117 3118 3119 3120 31

“Life Unplugged”

“Life Unplugged”

Q & A

“Life Unplugged”