Apple’s iPod
Table of contents
1.INTRODUCTION 3
2.DISCUSSION 4
2.1MARKET SHARE 5
2.2MARKETING MIX 5
2..2.1Product 5
2.2.2.Price 5
2.2.3Promotion 6
2.2.4Place 6
2.3TARGET MARKETS AND MARKET OBJECTIVES 7
3.CONCLUSION 7
4.REFERENCES 9
Introduction
In the next pages, you will find information about the marketing strategy and market position of Apples’ iPod. In the Introduction there is a short glance back to the past in order to distinguish successful marketing campaigns from that time. The discussion concentrates on the market share which iPod holds and the moment and the application of the marketing mix which explains the success of the product among its competitors. Finally, there is information about the target markets and the future objectives of the product.
If we have to point out the most emblematic marketing campaigns and products of the 20th century we probably will just stick to names and brands, which are familiar to us, therefore they have been launched on the market not long time ago. As definition for emblematic we would use: which has accounted a rapid growth in sales and significant increase of profits. In the web site www.AdAge.com the creators made a research about the most successful campaigns since the beginning on the 1990s until 2000. The list is as fallows:
1. Volkswagen, "Think Small", Doyle Dane Bernbach, 1959
2. Coca-Cola, "The pause that refreshes", D'Arcy Co., 1929
3. Marlboro, The Marlboro Man, Leo Burnett C ...