Marketing plan for the iTV

Résumé du document

Apple is going to launch a new product called iTV. It is an intelligent television that has an integrated Hi-fi system and can access the internet. It has several different features such as integrated webcam, DVD player and voice remote. This report first of all reviews Apple Inc's milestones and environment, in order to be able to develop an appropriate segmentation, targeting and positioning strategy.

This enabled the iTeam to develop the Marketing mix (Product, Price, Placement and Promotion Strategies). The prices have been set at 1799€ and 2199€ for the 94cm and 127cm diagonal screens. What the products are and how the prices have been determined is explained in this report. The iTV will be launched everywhere in the world simultaneously, but the placement and promotional strategies of this paper focus on China in order to give a concrete example.

Extraits

[...] There are mainly three levels in the organization. In the core level, Apple Inc. is a decision-making and creative group that consists of professional executives thousand employees work in the middle level on different projects. The outermost level consists of the factories that have been authorized by Apple Inc. to produce the products. (cf. Appendix Document 12: Apple Inc.'s Organizational Structure) IX) Execution Timetable As explained in the Promotional Strategy part, Apple will use several different techniques in order to promote the new iTV. [...]

[...] She believes that Marketing is an indispensable part of companies operations. It will always be needed to satisfy demands and needs. Ally 李 贞 炫 (President of the Research and Development Department of The iTeam) Ally was born on the 8th April 1992 in Korea. She studies at Renmin University of China. Her major is Business Administration and she believes that Marketing is a very important topic, which teaches people how to gain loyal customers by using the right strategies. [...]

[...] This report is supposed to help Apple Inc. to launch successfully their new product Marketing Plan for thr iTV by The iTeam Table of Content Executive Summary II) Management Team Company Overview Overview Apple in numbers Apple's history and Milestones III) Company Strategies Product Strategy Brand strategies: Business Model Mission Statement Competitive advantages of Apple IV) Background Analysis Company Collaborators Customers Competitors Climate Segmentation, Targeting and Positioning Segmentation Target Strategy Positioning VI) Brand differentiation strategy Product differentiation strategy Marketing Plan Product Strategy Core customer value: Actual Product: Augmented Product: Price Strategy Strategies used for the pricing Image strategy _Toc Marketing Plan for thr iTV by The iTeam Price determination Placement Strategy Marketing channels Intermediaries Channel Members Evaluation: Supply Chain Management: Promotional Strategy VII) VIII) IX) Financial Forecast Organizational Structure Execution Timetable Budget XI) Evaluation Portfolio References Websites Books/Articles/Magazines/Reports Appendix Document s from the report Appendix Survey Marketing Plan for thr iTV by The iTeam Management Team II) Company Overview Overview Apple was founded by Steve Wozniak and Steve Jobs in April 1976 and was incorporated a few months later on January 3rd The Headquarter is located in Cupertino, California. [...]

[...] This strategy has a specific purpose: it highlights the high quality side of the business and product and enables to achieve maximum profit in minimum time Marketing Plan for thr iTV by The iTeam Apple has decided to apply a uniform price in all the countries where its products are distributed. This strategy will also be used for the iTV. Apple can afford a skimming strategy for several reasons: First, demand is price inelastic because it is not the most important criterion determining the choice. [...]

[...] becomes Apple Inc. First iPad is launched Marketing Plan for thr iTV by The iTeam III) Company Strategies Product Strategy Apple's Product Strategy is to create innovative products and services aligned with a "digital hub" strategy. Brand strategies: Customer experience The customer experience is of a great importance for Apple. They try to use all the brand touch-points to reinforce the brand. From a customer's perspective this means that Apple not only takes into consideration what their needs are, but also care about what an acceptable price limit is. [...]