The differential Promotional and Positioning Strategies adopted by Apple have been discussed. It is shown how iPod's introduced became a sensation in the market. The reasons for the SUCCESS of iPod's.

1. Apple iPod’s Promotional &
Positioning Strategies

2. Group Members
Namrata Gupta
Gauri Bhasme
Saumya Gupta
Zarna Pansuriya
Nishant Das
Kanik Vijay
Abhishek Agarwal

3. The Timeline

4. Apple I-1976

5. Apple II-1977

6. Apple III-1980

7. Apple Macintosh-1984

8. Apple Mac-1989

9. Apple Powerbook-1991

10. Apple Power PC-1994

11. Apple iMac-1998

12. Apple iBook-1999

13. Apple Mac OS x-2001

14. Apple ipod-2001

16. “All Mp3 players do the same thing, but nobody else
has the “COOL” factor of iPod, It’s a status symbol: you
are young, cool, vigorous if you have one.
-Prof. John Zhang
Wharton University
Promotional
Strategies

17. Secret Marketing
 Steve Job created heavy speculation & curiosity by
stating the statement “Hint: It’s not a MAC.”
 Moreover this strategy did not let the competitors
know the company’s plans
 The secret marketing lead to impulse purchases.
 The product was ready to be shipped the day it was
announced so that the customers would not have to
wait for the product.
 It was all about Touch, Feel & Purchase
Impulse Purchases

18. Partnering with hotels
 iPod's were placed in guest rooms for them to use and
enjoy the iPod.
 This strategy would lead to the sale of iPod by people,
who otherwise would not have even considered buying
one.
 Apple came out with this strategy to boost sales & give
its customers a customized feeling for the product.
Limited Edition

19. Podcasting
 Podcasting made new files available on the internet
to automatically download on the users iPod who
have subscribed to the podcast feed
 Apple collaborated with Nike to introduce “NIKE PLUS”
line of shoes.
 This enabled users to listen songs, while running and
exercising.
Co-Branding Strategy

20. Apple’s unique print, television & outdoor
advertisements featuring black silhouettes wearing the
ubiquitous white earphones have been impossible to
avoid for the last five years.
-Samir Bhavani, Research Director
Advertising
Strategies

21. Traditional Campaign Media Channels
Wrap Advertising
Lifestyle Advertising
campaign

22. Consumers love the ease and the feel of the iPod, but
it is the simplicity of the iTunes software platform that
turned a great Mp3 player into a revenue-gushing
phenomenon.
-Larry Keeley, Innovative Consultant
Doblin Inc.
Pricing
Strategies

23. Pricing Strategies
Apple followed differential pricing strategy for its entire iPod product
line.
This strategy encouraged consumer to spend more for an iPod which
is “better value for money”
Apple also sold iPod’s through retailers like Radio Shack, Best Buy,
Target Stores & Wal-Mart.

24. The IPod is hip. It looks cool, people wants cool things.
And the IPod remains one of today’s coolest gadgets.
-Chris Breen, Senior Director
MacWorld Magazine
Positioning

25. Positioning
Focused on the “Coolness” aspect
The hype and word of mouth publicity
Buzz was the fact which made people to buy
The “Whole Widget” strategy

26. Success Factors
With iPod, listening to music will never be the same
again.
-Steve Jobs

27. Success Factors
Emotional Consumption: Design as a primary purchasing factor
Value Consumption: Price-performance sensitivity
Technology friendly: User friendly, Sleek and Cool design and its
capacity to store thousands of songs on one single device
Trends friendly: its design, good interface software made it a status
symbol
And Finally…..

28. THE
PUBLIC’S
PERCEPTION