The new Apple product : the iMove

Résumé du document

I-Move, a new idea of a cam recorder, which involves not only the functions that an I-touch offers us but in addition the function of recording a video, plus giving you the option of uploading it immediately to the web, as long you have internet connection. I-move will let you record all those important moment and events, keeping them and sharing them your beloved ones. Apple is introducing this new concept so that we may evolve with technology. In this paper we will analyze if this product will really fit into our market, and have chose, the United States to be our first target market. This document contains specifics of the product, physically and functionally. It shows the prices range and the target market while speaking of the current problems, and shedding light on the strengths and weaknesses of our competitors. I-move is a new product that was born in an era of innovation, where people were constantly advancing with technology. The objective of I-move is to fulfill all the necessities that our generation has.

Extraits

[...] The company Apple is the main competitor of Microsoft in the world. So, Apple has achieved enormous success in the US, England, Japan and France. Indeed, Apple marketing and extensive distribution network insured this success. Communication Apple dedicates an important marketing budget to promote the brand. For example, I-Phone was launched in the United Kingdom with a huge promotional budget The slogan of the brand is an advantage: the Apple that is very easy to memorize it and all people know it. [...]

[...] with people around the world and they do not want to wait long periods of time to do it. Legal: Copyright; nowadays is an issue of concerns for many, I-move as a cam recorder can be consider as problem in different aspects due to the fact that recording and uploading videos is illegal at some points. (Piracy nowadays is very strong) Example: filming a movie and uploading it instantly to YouTube. Economical: Financial crisis over all countries in the world is now affecting people. [...]

[...] So just four films will be targeted per evening, and during November and December The budget for the Cinema campaign will be: 4 shows * 2 days * 8 weeks * 6 cities* $3500 = $ Why we want to use that media? The advertising in the cinema is the best means to be heard. Indeed, the advantage of this media is to be able to address available people receiving ideally the message which is proposed to them with a memorization coefficient of against only for the television. [...]

[...] Values and Personnality - Innovation, sophistication, quality, durability, reliability, modernity - The brand has a big influence on the market and on the buyers in general. The design is very important. History, experiences - Thanks to the brand awareness as regards the computing, Apple has a good image with the general public, what can be strongly favourable. - The co-founders of Apple are Steve Jobs and Steve Wozniak. They cofounded the brand in 1976. They revolutionized the world of the technology. The ad has a big place in this company. [...]

[...] Breadth of brand awareness - Apple is the brand which has most impact to the world on the general public. - Apple notably distinguishes itself by its capacities to create easy to use systems. Purchase consideration - The customer wants to buy and buys these products because of this brand and not for the quality. He buys because the product is new. Consumption consideration - He buys the brand and not the product itself. He wants to show his purchase. The customer wants to be trendy. [...]