Product Launch Plan
Kequa Jones, Jannie Mcneil, Farhan Chowdhury, Francisco Cappas MKT/TM571
July 11, 2011
Product Launch Plan
This paper will discuss the product launch of the iCloud product. The product launch plan will include the product description, positioning, targeting, market needs, market growth and potential, SWOT analysis, competition, marketing objectives and strategies, pricing, market communication, distribution strategy, budget and analysis of the role of ethics and social responsibility.
Apple CEO Steve Jobs unveiled several new Apple services, including iCloud that underscore a major shift taking place in the tech world as users' information moves from gadgets to the cloud, where it is stored on remote servers and accessible from any device with an Internet connection (Huffpost Tech, 2011). iCloud is more than a hard drive in the sky. It is the effortless way to access just about everything on all apple devices. Apple iCloud makes the content accessible from devices like iPad, iPhone, iPod touch, Mac, or PC. It gives the consumer instant access to music, apps, latest photos, and more. It keeps email, contacts, and calendars up to date across all the devices. No syncing required. No management required. In fact, no anything required. iCloud does it all for the consumer. iCloud automatically provides 5GB of free storage. This space is sufficient for users. Purchased music, apps, and books, as well as Photo Stream, do not count against the free storage. That leaves mail, documents, Camera Roll, account information, settings, and other app data. These elements do not take much space, so 5GB space is more than enough (Apple Inc iCloud, 2011).
Marketers choose a positioning strategy to manage product positioning. Pricing, promotion, channels of distribution, and advertising all are done such a way so it maximizes the strength chosen positioning strategy (Jackson, March 02, 2007). One way of positioning of a product is on the basis of its Use or Application. A washing machine was developed for residential use but it is also being used to wash chemicals and minerals nowadays. Thus it has found a further application for itself. A product can expand its consumption and market by developing its various uses and applications. The product has to be positioned accordingly in the minds of the customer (Bhasin, March 28, 2011). The same way, the users of Apple computers can design and use graphics more easily than with Windows or UNIX. Apple positions its computers based on how the computer will be used (Jackson, March 02, 2007). Product/Service Innovation positioning is based on developing a product that solves a particular problem for customers, or gives customers access to innovative or proprietary technology. For example, Apple's iPod was the first portable MP3 player and crowds rushed to jump on the iPod craze because the technology was new and different. Though other companies have since produced their own MP3 technology, Apple is seen as the innovation leader in the field (Podmoroff, Jan 17, 2006). According to (Huffpost Tech, 2011), "We're going to demote the PC and the Mac to just be a device," said Jobs, at the Worldwide Developers Conference keynote. "We're going to move the digital hub, the center of your digital life, into the cloud." Targeting
Apple's current focus for iCloud appears to target native device apps rather than web clients, suggesting that the company will discontinue most of its suite of web apps next summer when MobileMe is scheduled to terminate. Apple progressively has moved toward enhancing and securing the environment for native apps on both iOS and the forthcoming Mac OS X Lion, introducing new features that will allow users to install apps restricted by the system from engaging in malware behaviors or from accessing any user or system data without the express permission of the user, two features that originated in...