Marketing Plan of Itv

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|Marketing Plan for the iTV

June 11th, 2012

Executive Summary

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 15,999RMB and 17,999RMB 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.

Finally the timetable of the product development and marketing are given in order to show how long it will take to promote properly the product. There also is the budget of one of the promotion strategies: Launching event in Beijing.

This report is supposed to help Apple Inc. to launch their new product successfully.

Table of Content

Executive Summary1
I)Management Team2
II)Company Overview4
1)Overview5
2)Apple in numbers5
3)Apple’s history and Milestones5
III)Company Strategies6
1)Product Strategy6
2)Brand strategies:6
3)Business Model6
4)Mission Statement7
5)Competitive advantages of Apple7
IV)Background Analysis8
1)Company8
2)Collaborators9
3)Customers9
4)Competitors11
5)Climate11
V)Segmentation, Targeting and Positioning12
1)Segmentation12
2)Target Strategy12
3)Positioning12
A)Brand differentiation strategy13
B)Product differentiation strategy13
VI)Marketing Plan13
1)Product Strategy13
A)Core customer value:13
B)Actual Product:13
C)Augmented Product:15
2)Price Strategy15
A)Strategies used for the pricing15
Image strategy15
B)Price determination16
3)Placement Strategy16
A)Marketing channels16
B)Intermediaries17
C)Channel Members Evaluation:17
D)Supply Chain Management:17
4)Promotional Strategy18
VII)Financial Forecast (N/A)20
VIII)Organizational Structure20
IX)Execution20
1)Timetable20
2)Budget21
X)Evaluation (N/A)21
XI)Portfolio21
References23
Websites23
Books/Articles/Magazines/Reports24
Appendix 1: Document s from the report26
Appendix 2: Survey36

Management Team

[pic]

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, 1977. The Headquarter is located in Cupertino, California. Since the death of founder Steve Jobs and CEO for several years, the company is run by Tim Cook.

Apple’s purposes are to design, manufacture and then market mobile communications and media devices, personal computers, and portable digital music players. The Company’s products that have been developed through the years are chronologically: Apple I computer, Macintosh computer, iPod, iPhone, iPad and soon probably the iTV. They also developed several related accessories, services and softwares.

The Company mainly operates in America, Europe, Asia-Pacific, through carefully thought distribution channels such as their online store, direct sale with the apple stores, or indirect sale through their intermediary retail stores.

Apple Inc. is a Business to Consumer company, as well as a Business to Business company, since their customers are households, companies, different governments, as...
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