Loading presentation...

Present Remotely

Send the link below via email or IM

Copy

Present to your audience

Start remote presentation

  • Invited audience members will follow you as you navigate and present
  • People invited to a presentation do not need a Prezi account
  • This link expires 10 minutes after you close the presentation
  • A maximum of 30 users can follow your presentation
  • Learn more about this feature in our knowledge base article

Do you really want to delete this prezi?

Neither you, nor the coeditors you shared it with will be able to recover it again.

DeleteCancel

Make your likes visible on Facebook?

Connect your Facebook account to Prezi and let your likes appear on your timeline.
You can change this under Settings & Account at any time.

No, thanks

iTV Marketing Plan

BOS 341
by

Eric Zhao

on 9 December 2014

Comments (0)

Please log in to add your comment.

Report abuse

Transcript of iTV Marketing Plan

iTV Marketing Plan
SWOT Analysis
Introduction
Brand
Product Description
Distribution Channel
Promotional Strategies
Pricing
Direct channel: the Apple online store
Appearance
Game system
Video-streaming
Viewing experience
Remote controls
Cost Analysis
Goals
Coupons
from third party wholesalers: “buy one get one 15% off”
Rebates
: $100 off for an iTV during Black Friday
Premiums
: free $100 App Store gift card with purchase
Conclusion
Apple is known for creating high quality products
The Apple brand adds value to the iTV
55-inch
65-inch
$2,999
$3,599
Current high-end TVs range $1,200 - $3,300
Pricing Strategy
Prestige Pricing Strategy
Maintains status and brand perception
The iTV is worth the money
Market Segmentation
On the Internet: leaking videos
On TV: showing ads
Newspapers & online: influential technology reviewers and bloggers speaking up
Hanging iTVs in Apple stores
Contemporary TV industry
Rise of the Internet
Redefine televisions
product position
Strategy and recommendation

Blue ocean
Concentrated marketing approach to target based on income and age
Use Psychographic Segmentation
Target wealthy individuals, users of other Apple products, people who like video games, music, and movies
`
Esteban Velasco
Eric Zhao

Elaine Feng
Yingying Su

Televisions haven't experienced major changes since 2006
Brand-image
Brand recognition
Brand loyalty
Goodwill
Value Created
Apple is the market leader tech, consequently, it would make sense to enter the TV industry
Apple can leverage its brand image, customers' loyalty, and its core competencies
Strength
Direct channel: retail stores

Indirect channel: third party wholesalers
Advertising
Current TVs
iTV
Function
Appearance
Practicability
Customer
Experience
Price
Brand Equity
standardized
cool
all-encompassing
monotonous
diminished
platform
for all Apple
products
universal
unique
full range
prestige pricing
high for the
top brands
very high
Halo Effect
Competitive advantages in comparison with ordinary TVs
They are so pretty!
John Ive
Sleek Design
Modern and High-tech Look
High Functionality

Weakness

70lbs / 83 lbs
Due to the various featues
60 lbs for a 55-inch LG
Opportunities
Revolutionary Product like the iPad
Market Leader
The only electronic decivce needed in the living room
Threats
Similar Products

Price Competition
$649
$270
Cheap to Make
16GB - $199 - $649
32GB - $218 - $749
70% Gross Margin
50% Gross Margin
55-inch iTV $1,200
65-inch iTV $1,440
8 Years since 2006
20.8% Market Share
14% Market Share
6.3% Market Share
Customer Loyalty
Brand Reputation
5% - First Year
8% - Annual Growth
210,000*5% = 10,500 units
1
Full transcript