1. Introduction
Apple is International Corporation which has reached with huge brand awareness, very popular products and good company image. Steve Jobs created a brand with humanity and innovation in its DNA. That is why most of Apple's products have become market leaders in relatively short period of time. Some of the products have even become benchmarks of their market.
The emotional connection between the customers and have ensured for Apple's products to have stable markets. Apple customers are ready to buy all new things Apple is ready to offer.
Apple's marketing messages use simple and comprehensive language, inspire potential buyers and evoke emotions.
2. Product
Apple launched its first iPod on January 2001. Shortly after its market entry iPod has become benchmark for music players. The main difference from other music players was that while music players were designed cheap iPod has excellent design, sleek look and good quality.
As many already know Apple uses platform strategy, which means that it plans extensive range within product families (eg. iPhone 3, iPhone 4 and iPhone 4S). iPod family was not an exception and since 2001 few different iPod models have been introduced to the market.
The latest model launched at the end of 2011 is iPod Touch. The device is available in two colors, black and white. It operates with iOS 5, which has over 200 features. iCloud makes your iPod content available on your other devices. There is a built in camera for video calls, second camera on the back for HD video recording and built in microphone for audio recording.
AirPlay features makes it possible to stream wireless what's on your iPod to your HDTV and speakers.
iPod Touch's storage capacity is 64GB. It has access to games and various applications. Built in Wi-Fi accesses Internet as well as wireless connects to printers.
Another great feature is the Voice control, which is part of the fun.
3. Place:
Apple sells its products in its retail shops, which at present are more than 200 worldwide. The official online store is another popular place, where Apple customers may buy their new iPod Touch. Apple has very strict policy for granting rights to its indirect distribution channels.
Most of Apple stores are in best locations not very close to its competitor shops.
4. People
iPod initially was positioned as portable music player for those who appreciate high quality and cool design. It was mainly for music lovers with active lifestyle, who could carry thousands of songs in a tiny device, which fitted into their pockets.
With the iPod Touch Apple slightly changed the initial positioning with the new tag line ‘‘funniest iPod ever'' and Apple marketed it as game device rather than portable media player. In one of his interviews Steve Jobs told reporters that "Originally, we weren't exactly sure how to market the Touch. Was it an iPhone without the phone? Was it a pocket computer?" before adding "What happened was, what customers told us was they started to see it as a game machine. We started to market it that way, and it just took off."
With this new positioning, to the initial target Apple added the huge group of pre-teens and teens, who enjoy games and fun digital applications. Those are the ones, among whom Apple seeds the image of iPod being trendy, cool and fashionable. Most of them, looking at their friends ask iPod Touch for present on different occasions, in order to become part of the ''cool tribe''. That is quite clever approach, since pre-teens and teens will become brand loyal with the time and when they grow up and have their first phone; it will most probably be an iPhone.
5. Pricing
Apple's products have always been known for their price, which was justified by fashionable design and high quality. In the beginning the company was betting on other marketing tools such as innovation, originality and customer loyalty and Apple's products were not competitively priced.
In recent years Apple has changed its pricing strategy and has reduced the prices of its products. As a result, the latest generation iPod Touch's entry level price is $199 for 8GB. The 32GB costs $299 and 64GB - $399 accordingly.
6. Promotion
There are several nice promotional tools for iPod Touch buyers. First of all the official Apple online store offers free shipping for purchase of iPod Touch.
Apple provides iPod Touch buyers with the nice opportunity of personalizing their devise by free engraving on its back. It is very nice way of adding personal touch to the device and creating emotional link with it.
Besides that on the official apple website there is search tool, which will help you locate the nearest Apple retail shop.
iPod Touch comes with one year limited warranty and 90 days of telephone support.
And last, but not least, customers may recycle their old iPod in any of the Apple retail stores and get 10% off the purchase of the new iPod Touch.
Works Cited
"Apple - IPod Touch - Now in White. It Has Fun Written All over It." Apple. Web. 21 Feb. 2012. <http://www.apple.com/ipodtouch/>.
"Apple’s IPod Touch Makes Kids Crave IPhone, Say Market Researchers." Digital Trends. DAILYTECH. Web. 21 Feb. 2012. <http://www.digitaltrends.com/mobile/apples-ipod-touch-makes-kids-crave-iphone-say-market-researchers/>.
Athow, Desire. "Steve Jobs To Target Game Market With IPod Touch." ITProPortal. 10 Sept. 2009. Web. 21 Feb. 2012. <http://www.itproportal.com/2009/09/10/steve-jobs-target-game-market-ipod-touch/>.
Bertolucci, Jeff. "The Secret to Apple IPod Touch's Success: Kids." PCWorld. 29 Dec. 2009. Web. 21 Feb. 2012. <http://www.pcworld.com/article/185560/the_secret_to_apple_ipod_touchs_success_kids.html>.
