anjalicutek
Anjali Khurana
iPod is a portable media player designed and marketed by Apple and launched on October 23, 2001. The product line-up currently consists of the hard drive-based iPod Classic, the touchscreen iPod Touch, the iPod Nano, and the compact iPod Shuffle. iPod Classic models store media on an internal hard drive, while all other models use flash memory to enable their smaller size (the discontinued Mini used a Microdrive miniature hard drive). As with many other digital music players, iPods can also serve as external data storage devices. Storage capacity varies by model, ranging from 2 GB for the iPod Shuffle to 160 GB for the iPod Classic. All of the models have been redesigned multiple times since their introduction. The most recent iPod redesigns were introduced on September 1, 2010.
Apple's iTunes software can be used to transfer music to the devices from computers using certain versions of Apple Macintosh and Microsoft Windows operating systems.[2] For users who choose not to use iTunes or whose computers cannot run iTunes, several open source alternatives are available for the iPod.[3] iTunes and its alternatives may also transfer photos, videos, games, contact information, e-mail settings, Web bookmarks, and calendars to iPod models supporting those features.
The iPod branding is also used for the media player applications included with the iPhone and iPad; the iPhone version is essentially a combination of the Music and Videos apps on the iPod Touch. Both devices can therefore function as iPods, but they are generally treated as separate products.
Discontinued models of the line include the iPod Mini and the iPod Photo, which was since reintegrated into the iPod Classic.
Marketing Mix
Product
The iPod as a product has a lot of features that lets iPod consumers download their own choice of music as well as books and literature, which they might listen to or read. In addition, the iPod could function in your car and work with various mobile settings. The iPod positioning is done in such a way that they can be either kept with prestigious products or with high quality music players in department stores. This helps in increasing the image of the iPod in the minds of consumers and gives the iPod an impression of being clear, strong and consistent. Apple provides one-year exclusive warranty to its consumers in turn garneting them of the quality of the iPod. The efficient service and high quality ensures brand loyalty and repeat purchases making it ahead of its competitors. The packaging of iPod is done in such a way that it can be easily recognized in between its competitors. The low cost, attractive packaging includes cables and manuals and displays the iPod in a very stylish manner. Moreover, Apple even follows green marketing.
Price
According to the value principal, even though the price of the ipod is high when compared to its competitors, the benefits are higher. Therefore, the value of the iPod is very high in the eyes of the consumers. In addition, high value equals high quality. High quality makes the iPod superior to its competitors.
Promotion
Proper promotion techniques are essential for iPod as it can help the consumers understand the functions of the iPod, which will arise the need to buy it. Appropriate advertising campaigns with suitable frequency exposure in television, magazines, billboard and newspaper are required to focus on the target market, keeping the cost into consideration.
Place
iPod is distributed with both the methods that is direct and indirect distribution. In direct distribution apple has its stores where customers can go and purchase it. In the level one form of indirect distribution, Apple uses intermediaries to sell its iPods. The role of individual intermediaries is to make ipod available to consumers and make their purchase easier.
Conclusion and Recommendation
Since iPod is in the Maturity phase of the Product Lifecycle, there are many ways it can continue the journey from here. It could adopt the drop strategy where it would decline and fade out, or adopt the go strategy by bringing a change in the iPod Life cycle. The change could be Marketing modification or Product modification. A few suggestions are mentioned below.
1) iPod should create advertisements for all age groups. The position of iPod is ‘cool and trendy’. Many individuals have different style of living. For those consumers, iPod should create advertisements which focus on the music capabilities and functions of the iPod.
2) iPod is the market leader in the product category of MP3 players. Therefore, it should try and introduce new product lines related to it and skim the market share. The brand loyal consumers will purchase the new product also.
3) iPod should hold events, competitions, fairs, etc for its iPod community members, where the consumers can meet and share their likes and dislikes. This way, the people who don’t belong to this community will feel alienated and would purchase the iPod thus increasing the market share.
4) Apple should provide bundle offers on the iPods. For example, on the purchase of an iPod, the price of the accessory is discounted. This way, the price conscious people will be attracted towards the iPod. Also, this bundle offer should be offered on older versions of the iPod so it does not harm the image of the brand. Also, a lot of accessories are being sold by third party companies. Apple can start making those accessories as it has a higher profit margin.
5) Product differentiation is a key factor iPod should have for all the products. iPod is well differentiated from its competitors, but the differentiation amongst different iPods is a little vague. Therefore, iPod should have pamphlets, advertisements, websites, etc differentiating the iPods, and helping consumers to choose the right one for them.
6) iPod Touch has lost its sales and value due to the introduction of iPhone. There should be some variation between the two as the consumers could get confused while purchasing. It can also harm the brand image as consumers feel Apple is innovative and there is not much difference between the two except the cell phone factor.
7) iPod could introduce a new facility where a computer is not required to store songs, and consumers can directly purchase songs using their iPod. This way, people who are not techno savvy or don’t have a computer can still purchase an iPod to listen to music.
Apple's iTunes software can be used to transfer music to the devices from computers using certain versions of Apple Macintosh and Microsoft Windows operating systems.[2] For users who choose not to use iTunes or whose computers cannot run iTunes, several open source alternatives are available for the iPod.[3] iTunes and its alternatives may also transfer photos, videos, games, contact information, e-mail settings, Web bookmarks, and calendars to iPod models supporting those features.
The iPod branding is also used for the media player applications included with the iPhone and iPad; the iPhone version is essentially a combination of the Music and Videos apps on the iPod Touch. Both devices can therefore function as iPods, but they are generally treated as separate products.
Discontinued models of the line include the iPod Mini and the iPod Photo, which was since reintegrated into the iPod Classic.
Marketing Mix
Product
The iPod as a product has a lot of features that lets iPod consumers download their own choice of music as well as books and literature, which they might listen to or read. In addition, the iPod could function in your car and work with various mobile settings. The iPod positioning is done in such a way that they can be either kept with prestigious products or with high quality music players in department stores. This helps in increasing the image of the iPod in the minds of consumers and gives the iPod an impression of being clear, strong and consistent. Apple provides one-year exclusive warranty to its consumers in turn garneting them of the quality of the iPod. The efficient service and high quality ensures brand loyalty and repeat purchases making it ahead of its competitors. The packaging of iPod is done in such a way that it can be easily recognized in between its competitors. The low cost, attractive packaging includes cables and manuals and displays the iPod in a very stylish manner. Moreover, Apple even follows green marketing.
Price
According to the value principal, even though the price of the ipod is high when compared to its competitors, the benefits are higher. Therefore, the value of the iPod is very high in the eyes of the consumers. In addition, high value equals high quality. High quality makes the iPod superior to its competitors.
Promotion
Proper promotion techniques are essential for iPod as it can help the consumers understand the functions of the iPod, which will arise the need to buy it. Appropriate advertising campaigns with suitable frequency exposure in television, magazines, billboard and newspaper are required to focus on the target market, keeping the cost into consideration.
Place
iPod is distributed with both the methods that is direct and indirect distribution. In direct distribution apple has its stores where customers can go and purchase it. In the level one form of indirect distribution, Apple uses intermediaries to sell its iPods. The role of individual intermediaries is to make ipod available to consumers and make their purchase easier.
Conclusion and Recommendation
Since iPod is in the Maturity phase of the Product Lifecycle, there are many ways it can continue the journey from here. It could adopt the drop strategy where it would decline and fade out, or adopt the go strategy by bringing a change in the iPod Life cycle. The change could be Marketing modification or Product modification. A few suggestions are mentioned below.
1) iPod should create advertisements for all age groups. The position of iPod is ‘cool and trendy’. Many individuals have different style of living. For those consumers, iPod should create advertisements which focus on the music capabilities and functions of the iPod.
2) iPod is the market leader in the product category of MP3 players. Therefore, it should try and introduce new product lines related to it and skim the market share. The brand loyal consumers will purchase the new product also.
3) iPod should hold events, competitions, fairs, etc for its iPod community members, where the consumers can meet and share their likes and dislikes. This way, the people who don’t belong to this community will feel alienated and would purchase the iPod thus increasing the market share.
4) Apple should provide bundle offers on the iPods. For example, on the purchase of an iPod, the price of the accessory is discounted. This way, the price conscious people will be attracted towards the iPod. Also, this bundle offer should be offered on older versions of the iPod so it does not harm the image of the brand. Also, a lot of accessories are being sold by third party companies. Apple can start making those accessories as it has a higher profit margin.
5) Product differentiation is a key factor iPod should have for all the products. iPod is well differentiated from its competitors, but the differentiation amongst different iPods is a little vague. Therefore, iPod should have pamphlets, advertisements, websites, etc differentiating the iPods, and helping consumers to choose the right one for them.
6) iPod Touch has lost its sales and value due to the introduction of iPhone. There should be some variation between the two as the consumers could get confused while purchasing. It can also harm the brand image as consumers feel Apple is innovative and there is not much difference between the two except the cell phone factor.
7) iPod could introduce a new facility where a computer is not required to store songs, and consumers can directly purchase songs using their iPod. This way, people who are not techno savvy or don’t have a computer can still purchase an iPod to listen to music.