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Marketing Final Project

Natalie Favati

on 28 April 2010

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Transcript of iPhone

Product Background Competitive Advantages Target Market and Positioning Strategy Marketing Mix Apple's iPhone 4th step of Marketing Plan
After STP analysis
Product, Price, Promotion, Place
Base on target markets to create value
Implementing Marking Mix Product and Value Creation Creating Value for product
Iphone has many features (3 devices in 1)
Used for variety of purposes
Not one dimensional
Price and Value Capture Price = Value
Giving consumers good value for the product
Three strategies
Cost-based pricing/ Value-based pricing
Not too low or too high
Place and Value Delivery Readily accessible to consumer
Apple store and most electronic stores
Apple has own website
Customer service
Promotion and Value Communicatiom Generate interest
Not linked with sales
Spread of Iphone
Most effective tool
Almost half of iPhone users changed carriers Opportunities for Improvement
Recommendations Iphone offered on more carriers
Software Apps*
Internet connectivity and processing
Faster high-speed
The iPhone 3G Released in June 2007

Combines web browsing, phone, and mp3 capabilities

Revolutionary new touch and scroll interface

Steve Jobs had first noticed the variety of devices people would carry around in 2002. This spark led to the start of R&D

It’s a game changer iPhone 3G Specifications Charging via USB to computer system or power adapter

Talk time: Up to 12 hours on 2G Up to 5 hours on 3G

Standby time: Up to 300 hours

Internet use: Up to 5 hours on 3G Up to 9 hours on Wi-Fi

Video playback: Up to 10 hours

Audio playback: Up to 30 hours

3 megapixel autofocusing camera

Available in 16GB or 32GB
Product Levels The Next Generation: iPhone 4G Front-facing video chat camera
Improved regular back-camera
Camera flash
Improved display
Split buttons for volume
Power, mute, and volume buttons are all metallic What's New The back is entirely flat
Aluminum border
3 grams heavier
16% Larger battery
What's Changed iPhone's Competitive Advantages Customer Loyalty
Quality Product
Customer Service
Google GPS App.
Main Competitor Droid

Age of iPhone users Target Market
Corporate users
Students Concentrated ---> Mass Marketing/Undifferentiated Segmentation Description Geodemographic
Psychographic The End
Thank you!!
Full transcript