1. Marketing Strategy
Analysis
A
Apple Inc.
iPod
Mona Gjerdrum Haugen

2. What makes Apple Apple?
 Secrecy
 MacWorld Expo
 Steve Jobs
 More focus on design than price
 Keep products look almost the same
for years – instantly recognizeable
 High quality products

3. iPod
 Apple releases the first iPod on the
23rd of October 2001
 Today they have a range of different
iPod products, with Shuffle, Nano,
Touch and Classic as the main ones
 The most sold MP3 player in the world

4. Competition
 iPod has 74 % market share (2009)
 SanDisk (7 %)
 Microsoft (1 %)
 Others (17 %)

5. Marketing Strategies, iPod
 Focus on design rater than faster, cheaper etc.
 Making it more compatible with own harware and
software than with others hardware and software
 Team up with not competing companies to be
visible in several different markets (e.g. Nike,
AT&T)
 Using social networks like Facebook and Myspace
activly
 Outstanding television commercials
 Never giving discounts, instead buy e.g. a Mac,
get an iPod for ”free”
 Great availability of the product, buy it almost

6. Design – not faster/cheaper
 As an example – launch of the 6th
generation iPod Nano this year
◦ http://www.youtube.com/watch?v=QFJ3_FyrZpc
We can see from this pictures that they are constantly
evolving, but instantly recognizable. For the 6th generation
that we see on the right side, this is even more true in the
software as this is the first iPod Nano not to have the click
wheel.

7. Prices
 iPod Nano 8 GB: $149
 Sandisc Sansa Fuze 8 GB: $89.90
 Microsoft Zune 8 GB: $95
Apple claims to have approximatly 3/4 market
share, their MP3 players are substantially more
expensive

8. Conclusion
 Apple has a high level of secrecy around
thieir products, therefore it is difficult to find
exact numbers, but there is no doubt that
they have been the most successful
company in the portable music industry
 Due to their marketing strategies and
quality of products they can charge high
prices and still be the market leader
 One of the biggest successfactors might be
due to the use of design as one of the
marketing strategies