Apple iPod's Promotional and Positioning Strategies
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Please note:
This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Case Details: |
Price: |
| Case Code |
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MKTG179 |
For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Shipping & Handling Charges extraThemes
Promotion, Advertising, Positioning |
| Case Length |
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14 Pages |
| Period |
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2001-07 |
| Pub Date |
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2007 |
| Teaching Note |
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Not Available |
| Organization |
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Apple Inc |
| Industry |
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Digital Music Player |
| Countries
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US |
Abstract:
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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.
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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.
Issues:
» 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.
» Critically examine how iPod was positioned as a 'cool' product.
Contents:
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
Apple iPod's Promotional and Positioning Strategies
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