iPod

• 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

• 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

• 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

What makes Apple so good at Innovation?

• Incremental Innovation• Cross Functional Teams• Push and Pull Marketing• Innovation Imperative

Importance of iPod to Apple current success

• Finding a Successful New Product• Blockbuster Product• Attribute Listing• Organic Growth

Creative TechniquesLateral Marketing

RECAP• Brief History• iPod• New Product Strategy• SWOT Analysis• 4P Analysis• Innovation in Apple• Importance of iPod• Future of Apple

Disclaimer

Created by Abhishek Goyal,

IIT Kanpur during an Internship under

Prof. Sameer Mathur, IIM lucknow