Apple iPod's Promotional and Positioning Strategies

Case Studies | Case Study in Business, Management, Operations, Strategy, Case Study

ICMR HOME | Case Studies Collection

To download Apple iPod's Promotional and Positioning Strategies case study (Case Code: MKTG179) click on the button below, and select the case from the list of available cases:

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

Marketing Case Studies
Marketing Management Short Case Studies
View Detailed Pricing Info
How To Order This Case
Business Case Studies
Case Studies by Area
Case Studies by Industry
Case Studies by Company

Custom Search

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.

Chat with us

Strategic Management Formulation, Implementation, & Control, 12e

Please leave your feedback

Leave Your Feedback

ICMR India ICMR India ICMR India ICMR India RSS Feed

Case Details:


Case Code : MKTG179 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Shipping & Handling Charges extra


Promotion, Advertising, Positioning
Case Length : 14 Pages
Period : 2001-07
Pub Date : 2007
Teaching Note : Not Available
Organization : Apple Inc
Industry : Digital Music Player
Countries : US


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.

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

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.


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.


  Page No.
Introduction 1
Background Note 2
Promotion 4
Advertising 5
Positioning 6
The Road Ahead 8
Exhibits 10


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 - Next Page>>


Case Studies Links:- Case Studies, Short Case Studies, Simplified Case Studies.

Other Case Studies:- Multimedia Case Studies, Cases in Other Languages.

Business Reports Link:- Business Reports.

Books:- Text Books, Work Books, Case Study Volumes.