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- 1. Apple Innovation Group Dorota Mishra Leo Olan Andrea Milovansky Nick Uzzilia Muhammad Bhatti
- 2. Apple’s Mission Statement “… Apple is committed to bringing the best personal computing experience to students, educators, creative professionals and consumers around the world through its innovative hardware, software and Internet offerings ”
- 3. ? Computers Software iPod/iTunes Apple’s BCG Matrix
- 5. Introducing the Apple iRead
- 6. Apple iRead (open view)
- 7. Memory: 2GB of Flash memory Battery: Rechargeable, Lithium Ion Dimensions: 6 x 8 x 1.1 inches Weight: 7.5 ounces 8 inches 6 in. 0.5 in
- 8. Apple iRead Holds 500 books with full-color illustrations & cover art Stores 1,000 note pages & 250 bookmarks Plays embedded video clips and sound bites Built in Merriam-Webster Compatible with most iPod accessories
- 9. Product Positioning Advanced Feature Set: (i.e: search, multimedia, rich capabilities) Outdated Features Closeness to Book Form (i.e: intuitive, portable) Inconvenient Form Factor for Reading iRead Laptops Tablet PCs PDA Traditional Book
- 10. iPages eBook Store 500,000 different book titles 12 categories of books Books available in 22 languages Competitive pricing Easy search and download
- 11. Marketing Objectives To generate significant sales in order to cover up R&D costs To rapidly gain market share and lock-out potential competitors
- 12. Segmentation Characteristics Belongs to Generation X or Y Well-educated Sufficient disposable income Early adopter Follows “think different” attitude portrayed in Apple’s brand and products
- 13. Potential Target Markets Students (in schools and colleges) Early tech adopters “ Cult of Mac” Bookworms
- 14. Marketing Strategy Mass-market penetration strategy Barriers for competitors Our cost will be lower by the time new entrants arrive Extra profit will go into further promotions Apple’s strengths Strong financial resources Incomparable engineering capabilities Vast reach in promotional channels
- 15. Promotion Buzz Effect Print advertising Television Free iPage samples upon purchase
- 16. Distribution Apple Company Stores Apple Web Site Large tech retailers (i.e. Circuit City)
- 17. Competitive Advantages First mover advantage Apple’s unique brand image Creating synergies with other Apple products iPages locks users in to Apple’s format
- 18. Questions & Concerns Piracy concerns Publishers may resist change Any Additional Questions?