1. Product: Portable
Music Player
Brand(corporate):
Brand(family): ipod
Presented by:
Radhika Sukhani
Anjali Sharma(NA)
Ashutosh Nautial(NA)
iPod: Creating and Iconic Brand

2. How evolved
1976 Apple was found
1977 The Apple II microcomputer was introduced
1983 Apple employ a graphical user interface
1984 Macintosh was introduced
2001 iPod was introduced.
2005 iPod Nano was introduced
2006 iPod Nano (2nd Generation) was introduced.
2007 iphone was introduced

3. Digging roots: iPod
iPod
itunes
Consumers for iPod:
Initial TG for digi music: Other mP3 players
computer users+ users with
passion for music iPhoto + iMovie
WOM marketing: Mac users FireWire
first spread the word!
Winamp + real player
iPod targeted people who
were tired of the complicated
Pressplay
mp3 players and awaited
simplicity. P2P
Napster: digi music
introduced

5. the
public’s
perception

6. Problems with other PMP’s
Storage capacity
&
Portability Complexity of design
& usage and Battery
life
Communication and
distribution
Quick

7. Understanding brand image of iPods
Before iPods there were Mp3 players!!

8. ipod everywhere:

10. Lovemark’s Love/Respect Axis
Respect – Performance,
Trust, Reputation
Brands – Low Lovemarks – High
Love, High Love, High respect
Respect
Love – Mystery,
Sensuality, Intimacy
Products – Low Fads – High Love,
Love, Low Low Respect
Respect

11. Performance Features – Mckinsey
Quarterly 2003, Vol #4

12. TOM: Consumer Survey
•clean
•good-looking
• reliable
•freedom
•cool
•status
•“it makes you happy”,
•“typical Sony product”, “classic Apple product”,
•user-friendly
• neat
•“an image thing”
•“the iPod” not something like “Apple’s new mp3-
player”.

13. Sub-Dimensions of CBBE Pyramid
Resonance marked the
RESONANCE:
Brand quality LOYALTY journey for ipod each
– Value↑ ATTACHMENT parameter was rated
– Satisfaction↑ COMMUNITY
high
ENGAGEMENT
Brand credibility
– Expertise FEELINGS:
– Trustworthiness ↑ WARMTH
– Likability JUDGEMENT: FUN
QUALITY EXCITEMENT Mainly for:
Brand consideration CREDIBILITY Fun & excitement
SECURITY
– Relevance↑ CONSIDERATION SOCIAL Social approval &
SUPERIORITY respect
Brand superiority APPROVAL
– Differentiation↑ SELF-RESPECT
PERFORMANCE: PRIMARY IMAGERY:USER
CHARACTERISTICS & PROFILES Clearly defined TG +
SECONDARY FEATURES attached Promotions
Great design + style + PURCHASE & USAGE
PRODUCT RELIABILITY, Well defined
Price range+ product SITUATIONS
DURABILITY & distribution channel
reliability n features PERSONALITY &
SERVICEABILITY Created the iPod gang
SERVICE EFFECTIVENESS, VALUES
EFFICIENCY, & EMPATHY HISTORY, HERITAGE,
& EXPERIENCES Breadth:↑Purch+
STYLE AND DESIGN Consumption
PRICE
consideration
Depth:↑recognition +
SALIENCE:CATEGORY
recall+ identification for
IDENTIFICATION
catagory of membership
NEEDS SATISFIED

14. Business model: Razor Model
Compatible
ipods with ipod
itunes windows accessories
OS
itms
ipods +
ipods

15. iPod as a cultural artifact

16. 1 stst Generation
1 Generation
Launch – November 10, 2001
Priced at $399
5 Gb Gigabyte
“IDIOTS PRICED OUR DEVICE”
Not compatible with Windows
No MP3, infact AAC format was used
Advertisement – “1000 songs in your pocket”
IT WAS A SUCCESS BUT NOT A SENSATION

17. 2nd Generation
• Launched in July 2002
• Bigger Storage Capacity [10Gb & 20 Gb]
• Lesser in Price
• Mechanical Scroll Wheel Replaced
• Heavier due to casing
Announced it Windows Compatible Version

18. FACTS
• Sold 381,000 Units in FY 2002
($143 million revenue)
• Won Gold Medal from Business Week
Industrial Design Excellence Award 2002
• Won Gold Medal from Art Design awards in
UK

19. 33rdGeneration
rd Generation
What made it a big hit ?
• 40 Gb Hard disk
• Slightly smaller in size
• Had more distinct beveled edges
• Came with a docking station
• Had a touch sensation button with RED
BACKLIGHT
• Purchasing online from Apple store offered to
engrave 2 lines of laser text on the back of IPOD

20. ITMS ( I tunes music store )
1. Allowed user to own music
2. Allowed Portability
3. ITMS – the 1st legal digital music store to
offer music from all 5 majors record labels.
It offered 2 lac songs library
Featured rules for downloading & copying
(They were uniform across all available songs)

21. FACTS
• Enabled to download 1 song for 99 cents
• Entire Album for $9.99
• In the 1st week – 1 million songs sold
• After 16 days - 2 million
• By early September - 10 million

22. Market players
Sony
San disc: affordable price and huge
capacity
Microsoft ‘Zune’: New Competitor
Samsung: compactness and Wireless Feature & music store
durability service
Creative
Iriver: Innovative design and
low price

23. Value curve: Competition outlook
high
Offerings
low
Consumer Price Manuf. “Cool” Market
Focus Capability Factor Share
Design Engineering Ease of Use Ecosystem
Innovation Prowess / Alliances
Factors of Competition

25. 1
.
iPod =
The simplicity of
4
.
“DESIGN” 2
.
(not only its look & feel but its
functioning)
3
.

26. Customer
 Get used to using electronic
devices
 Widespread using of handheld
Emotional
Consumption devices such as PMP
 Design as a primary Technology
purchasing decision Value Friendly
Consumption
factor
 Price-performance Trends
sensitivity Friendly
 Value = Benefit/Cost
 Apt to not being
fallen behind to
the trend

27. Schema: Consumers
Consumer characteristics:
•Conscious, “…they are into cool
high
interesting things performance
•“… have a stronger relation to
expensive
their ipod [than do Mp3
players]” Status symbol
•Clubkid
iPod portable
•DJ
• designers cute
• architect
User friendly
• aesthetic person Must have
•“Know what’s going on”
• “Music-interested people”
•urban people

28. STP:
Skeptics
Conservatives
Pragmatists
Visionaries
Technology
Enthusiasts
10 20 30 40 Age
1000 songs in your pocket!
“iPod is a fashion of young age.”

29. Marketing Mix: Product
iPod Classic

30. Marketing Mix: Product & Price
iPod Shuffle

31. Marketing Mix: Product & Price
iPod Nano

32. Marketing Mix: Product & Price
iTouch

33. Marketing Mix:

34. Marketing Mix: Promotion
Show up everywhere!!!

35. Other initiatives -
Marketing Mix Promotion
Secret Marketing Conceal news of new product
? as long as they can hold.
?
Maximize mystique of the new
product. Strict guideline of
‘Information leak’ by the
internal employee.
Experience Marketing
: Touch, Feel, and Purchase
The Apple Store is the best
place to learn everything
there is to know about
the iPod.

36. Marketing Mix: Place
website AppleStore retailers
Other innovative distribution scheme(s)
•Partnership with radio shak which had 7000 outlets.
•At airports
•Duke university: distribution of free iPods and eventually at subsidized prices.

37. Accessorize!!!

38. Accessorize….!!!

39. Co- Branding initiatives

40. Innovation in iPod : iBreath

41. Sandisc: The Envious competitor!

42. Reasons for iPod boom
•iPod became first to use compress technology
•iPod was first commercial brand to market portable MP3
successfully.
•The capacity to store thousands of songs.
•Many celebrities liked it
•Cool and sleek design
•Click wheel concept (Menu selection)
•Good interface software - itune
•Simple to use
•Product came from Apple, known for cool gadgets.
•got rid of CD player, all music in one place.
•Ability to keep Music,Photos, Movies and Games at one place.
•massive advertising done for this product.
•People’s support for device

43. Thank you!!!