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