Abstract

The case discusses the promotional and positioning strategies of iPod by the US based Apple Inc. In January 2001, Apple introduced its ‘Digital Hub’ strategy where it decided to make its computers, a hub for commonly used digital commodities like digital cameras, camcorders etc. iPod was a product of this strategy. Since iPod was launched just a month after the 9/11 terrorist attacks, the launch was kept a low key affair. However, just to launch it as a surprise product, it was not pre-announced. This strategy was used by Apple for launching all the generations of iPod. Extensive advertising and marketing was undertaken for the iPod. A series of innovative advertising campaigns via television commercials, print ads, posters in public places, wrap advertising etc were used. The case also describes how Apple created an iconic image for iPod that attracted the young and the old alike. It was positioned as a ‘cool’ product for the present generation.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Understand how iPod was promoted by Apple using partnership, podcasting and co-branding strategies
• Study various forms of advertising used by Apple including wrap advertising, lifestyle advertising and other traditional advertising methods
• and Critically examine how iPod was positioned as a ‘cool’ product.

Keywords

iPod, Apple Inc., Promotion, Positioning, Digital Hub Strategy, Lifestyle Advertising, Coolness, Co-branding Strategy, Wrap Advertising, Whole Widget Strategy, Podcasting, Cult Brand, Brand Image