APPLE 28 28
APPLE 28 28
Contents
Company description
Situational Analysis
Tactical marketing programs
Advancing into Korea market
Conclusion
1976 - Apple 1
1977 - Apple 2
1979 - Computer Market
1985 ? Leaving
1991- PowerBook
1997 ? Come Back / iMac
2001 ? iPod
2004 ? iTunes
2007 ? iPhone / iPod touch
1984 - Macintosh
2010 - iPad
History of Apple. Inc
Mission Statement
“Change the world
by brining computer
to masses”
About CEO
Goal-oriented
Leadership
Passion
Think different
Culture dictator
iPhone
Mac-Mini
Macbook
Apple TV
iPod
iPad
Mighty-Mouse
Current products
iMac
iPod
- STP
Segmentation
Who to segment?
The MP3 player market
How to segment?
By the criteria of capacity and design
- What to segment?
The expected market of iPod
Design
Capacity
Fashionable
Middle
Practical
Small
Medium
Large
Segmentation
Targeting
Range of Age
Design
Under 25
25~44
More than 44
Fashionable
Multi-function centered
Practical
Positioning
Capacity
Price
iPod
iPod ? 4P
Level of Product
Core
Actual
Augmented
Product
Type of consumer products
Brand Strategy
Packaging
Shoppin Products
Shopping Products
iPod-Mini
iPod shuffle
Factors of Success
Design
Accessories
Endless
product
development
Price
(1) Skimming strategy
(2) Product Mix Pricing Strategy
8GB $199
32GB $299
64GB $399
(3) Optional-product pricing Strategy
(4) Product bundle pricing Strategy
(5) Price-Adjustment Strategies
Promotion
(1) Advertising
TV - Advertise
Poster
(2) Promotion In Korea
① Internet - internet banner on NAVER
② Partnership with Fashion Brand
④ Indirect advertisement in Korea
singer`s M/V SG wanna be
⑤ `iPod your Mercedes` (2008)
(3) Special Promotion -
" iPod Here, There, and Everywhere !"
(4) Public Relations
< Recycling Program >
< Extended Warranty >
Customers complained about Battery
Enough battery running time
Extending Warranty
Place
(1) Offline Apple store
(2) Online store
(3) Home Shopping, Agencies, Shopping mall
Advancing
2004년
2006년 Korean Market
Share
But...
Strong Rivals in Korea
i-river
Yepp
i-audio
Why...
Many of Replacement
Poor Distribution Structure
Korean preference and tastes
자료출처 : http://www.ALLReport.co.kr/search/detail.asp?pk=11058932&sid=qjfRnf777&key=
[문서정보]
문서분량 : 28 Page
파일종류 : PPTX 파일
자료제목 :
파일이름 : APPLE 28 28 .pptx
키워드 : APPLE,28
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