This 6 page paper examines Apples marketing of the iPod. The paper starts by looking at how one may expect the product to be marketed and assesses if the strategies are appropriate by examining some of the marketing campaigns. The marketing is then discussed in the context of a SWOT analysis. The bibliography cites 8 sources.
Name of Research Paper File: TS65_TEipodmark.doc
Unformatted Sample Text from the Research Paper:
and message would be expected to reflect the target market or markets (Kotler and Keller, 2008). For marketing to be effective it needs to appeal to the needs, wants, desires
and/or values of the potential buyers. Advertising is designed to communicate messages that will attract the attention of the target market and effectively convey the information which may impact on,
or stimulate a purchase (Hooley et al, 2007). When looking at the apparent target market for iPods there is a predominantly younger market, who listen to music and
are commuter literate. As the product is one which is positioned at a premium position, with a premium price, the target market are those who have sufficient disposable income to
afford the product and value the differentiation sufficiently to pay the additional premium. Additionally, the product is one that has a distinct stylish appearance, so it is highly likely that
the target market are fashion conscious. The marketing may be expected to embrace images of the young fashion conscious affluent target market, with images and words that emphasize the differentiation.
As the Apple image and i family has increased to products such as iTunes, the iPhone and the iPad it would also be expected that the marketing would reflect this
family of products, reflecting the aspiration lifestyle they seek to promote; with a high level of interconnectedness. When looking at the marketing that has been used there are elements
of the expected as well as some elements which may be unexpected, it is also notable that the marketing has changed over time. The first ever television advertisement for the
iPod, seen in 2001, was informative1. This showed a member of the target market; a younger generation iMac/Apple user, on their computer and using the iPod to listen to music