Download - Abhishek goyal apple case study
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iPod
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• Pricing – Skimming strategy
• Set the base model at a cheap price of $349 • A more advanced model for $399
– Special limited edition beatles iPhone for special prices – Lower our prices to ensure that market dominance
4P Analysis
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• Product – Full year warranty along with an optional three-year Apple Care warranty – Same taste as all other Apple products – Special edition version to be launched (Beatles edition) – Launching a cheaper version in 2008 with less advanced features along with a more advanced version for professional use – Adding various features to the iPhone
4P Analysis
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• Place – Major retailer – Online, showrooms, cell phone providers – Apple stores , website – Eye catching displays – iPhone on display a full month before its worldwide release • Promotions – Integrated Apple message
4P Analysis
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What makes Apple so good at Innovation?
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• Incremental Innovation• Cross Functional Teams• Push and Pull Marketing• Innovation Imperative
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Importance of iPod to Apple current success
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• Finding a Successful New Product• Blockbuster Product• Attribute Listing• Organic Growth
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Creative TechniquesLateral Marketing
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RECAP• Brief History• iPod• New Product Strategy• SWOT Analysis• 4P Analysis• Innovation in Apple• Importance of iPod• Future of Apple
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Disclaimer
Created by Abhishek Goyal,
IIT Kanpur during an Internship under
Prof. Sameer Mathur, IIM lucknow
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