By: Ehab Etani

Principles Of Marketing

Prof. X. Cartañá

Date: 15/3/2012

Final PresentationMarketing Mix

iPad 3

Marketing Mix: is a major concept in modern marketing and involves practically everything that a marketing company can use to influence consumer perception favorably towards its product or services so that consumer and organizational objectives are attained, i.e. Marketing mix is a model of crafting and implementing marketing strategy.

Introduction

Product

A product is anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a need or want.

The iPad is a tablet device that has several features. It is also very thin and has a battery life of ten hours. This product has the 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.

• The Retina display on the new iPad features a 2048-by-

1536 resolution, 44 percent greater color saturation, and an

astounding 3.1 million pixels — in the same 9.7-inch space.

F u n c t i o n a l i t y :

• HD video Recording:

• Ultrafast 4G LTE: It’s designed with cellular antennas that access a larger frequency spectrum. That means you can get online almost anywhere you are depending on your SIM card service.

Product

F u n c t i o n a l i t y :

F u n c t i o n a l i t y :

• iSight Camara: The 5-megapixel iSight camera features a

backside illumination sensor that captures great-looking pictures

whether by sunlight or candlelight. With an ƒ/2.4 aperture and a

five-element lens, it captures light efficiently to produce a

sharper overall image.

• The A5X chip drives power to every one of the 3.1 million pixels in the display.

F u n c t i o n a l i t y :

Style: The new device has the same exact design and nearly identical

dimensions as the iPad 2, though it’s slightly fatter (9.4mm vs. 8.8mm)

and slightly heavier (652g) due to the larger internal battery needed to

run the high quality resolution of the iPad 3.

Product

Packaging: iPad has Its own customized packaging box.

The iPad comes in a very elegant white case and it`s covered with

a high quality wrapping and it`s environmental friendly.

Product

P r i c e

Price is the one, which creates sales revenue - all the others are costs. The price of an item is clearly an important determinant of the value of sales made. In theory, price is really determined by the discovery of what customers perceive is the value of the item on sale.

P l a c e ( D i s t r i b u t i o n )

Decisions with respect to distribution channel focus on making the

product available in adequate quantities at places where customers are

normally expected to shop for them to satisfy their needs. Depending on

the nature of the product, marketing management decides to put into

place an exclusive, selective or intensive network of distribution, while

selecting the appropriate dealers or wholesalers.

Manufacturer

Retailer

Consumer

P r o m o t i o n

iPad is a very important product for society.Targets: Consumer: Short Lived product75% of overall salesEmotional buying

Education : emphasis on simplicity and reliabilityHelps different students to do there work faster and more easy.

Enterprise: High Power PerformanceHigh integrations.

Revenue : US$ 108.249 billion

Apple's massive ad budget amounted to about 12percent of the company's $3.8 billion SG&A (selling, general, and administrative) expenses.

Well, here's the answer: Apple's total advertising budget for 2008 came to $486 million.

Apple's communication channels or promotions can be divided into two main groups. Online and Offline

Online

Affiliate Marketing (affiliate is a commercial entity with a relationship with a peer or a larger entity) Peer: (Group of people who have the same status)Search Engine Marketing Forum & Blog Marketing Social Network Marketing

Offline

TV Advertisements Press Advertisements Press Releases Outdoor Advertisements Press Conferences Sponsorship

P r o m o t i o n

P o r t e r ` s F i v e F o r c e s

P o r t e r ` s F i v e F o r c e s

The buyers have Low Bargaining Power because one cant bargain an iPad 3 if the price is $499 then you cant change that ,it’s a standard price from Apple.

The Suppliers Bargaining Power is High because the suppliers control the shipments that should be taken to the factory or the main headquarters of Apple. So they are allowed to bargain to have the best price& because suppliers can determine the terms and conditions on which business is conducted.

Threat of new entrants: An Example would be the new Sony Tablet that was released before couple of months.

Threat of substitute products: Samsung Galaxy Tab

Competition: Apple in general have a huge competition from the

Linux-based operating system android made by Google for mobile

devices such as smartphones and tablet computers.

Thank You For Your Attention !!