行銷傳播英文期中報告 IPod marketing

指導老師 : 徐玉瓊老師

組員名單 : 4980M013 王昱凱

4991M003 江佳倫

4991M027 沈孟樵

Outline

• The IPod- Introduction• The IPod success Key factor• Innovation Trilogy• Analysis innovation process of IPod• Marketing strategy• SWOT Analysis• Software platform• Conclusion

The IPod- Introduction• October 2001, Apple introduced the first gener

ation iPod, it used 5GB micro-hardware for storaging media, and introduced the digital music service“ iTuneMusic Stroe” with Time Warner, BMG, EMI, Universal, and Sony, successfuliy occupied 70% legal digital music market.

• Apple iPod created like Sony Walkman early at one fell swoop in music player markets, becomed the application product in global.

The IPod success Key factor - Innovation

• The iPod caused the MP3 markets to achieve the peak, not only enhanced the sales but also the most important to subvert the traditional music markets, the tapes, CDs, and radio will disappear, and the digital music play environment with iPod to be the center replace of it.

• iPod+iTunes is new combination

Innovation Trilogy

Step 1: from network to computer

• Because of obtains five Record company’s authorization, the Apple Computer lets the consumer use the iTunes to download legitimately and copyright’s music from the network, the single one price is 0.99 dollar.

• In the first step of innovation, music could transmit Legitimately and easy from server to PC, it broke Napster’s P2P network music exchange for failing experience in 2001.

Step 2 : from computer to individual on hand

• According to operator easy and synchronism with iTunes to update the songs, and with different iPod player that it include iPod, iPod mini, and iPod shuffle, Apple let music leave PC and user could enjoy music anywhere, it became popular in young fashionable music to select.

Step3: from individual on hand to Ubiquitous

• It’s not convenient to listen to music with earphone all the time, if we can listen to music with iPod in the car or at home, that’s so great.

• iPod’s perimeter merchandise and equipment could require it, by several hundred kind of iPod perimeter merchandise, digital music could leave iPod and appear in the office, on the car, or at home.

analysis innovation process of IPod

• iPod + iTunes + perimeter merchandise, it provided solution modes for consumer, its value was bigger than individual innovation unit

The path of iPod and iTunes products

The IPod marketing method• iTunes: Provides the song and the movie

「 Made for iPod 」 Strategy meaning and value:

1.Develops the perimeter merchandise : collect Royalties

2. Into the vehicle market

3.Nike + iPod Sport Movement suite

4.Advertisement

Swot analyze - （ Strength ）• Strong wisdom capital• Application of technology collocation• Design fashionable appearance• Multi-function and light to carry easily• Brand value• the largest capacity• Enjoy the most excelent music• perimeter merchandise diversify• friendly operation interface

Swot analyze - （ weakness ）• Couldn’t have low cost superiority• Function isn’t have practicability• iPod shuffle couldn’t have LCD, so it was sea

rched songs by memory

Swot analyze - （ Opportunity ）

• As times change, people’s values could be changed

• It was more perfect in payment mechanism to download music from network

• Technology advancement

Swot analyze - （ Threaten ）

• It was possible to hurt many music copyright• worldwide competiton• MP4 and media function in phone is rising• It have slightly low barrier

Business Association is possible defeat reason

• Samsung suddenly had idea to create amplifier on MP3 player, because we use MP3 player that we didn’t want to disturb or be disturbed by other people, so this creativity  may be a defeat reason.

• SanDisk only enlarged the capacity• Microsoft release Zune had WLAN, but it only could

Mutual transmission data with friends, and listen to the copyright music have limit in three times or three days, and download music still have computer, the WLAN is not convenient for consumer. In addition, Zune appearance did not look fresh and new.

Software platformdealer platform charge way

蘋果 iTunes each song 0.99 U.S. dollars, no DRM songs 1.29 U.S. dollars

Wal-Mart( 最早 ) Rhapsody America

each song 0.88 U.S. dollars, no DRM songs 0.94 U.S. dollars

Amazon Amie Street

variation price mode, each 0~0.98 U.S. dollars

conclusion

• The software system update quickly and faultlessly.

• The appearance is succinct and streamline is simple.

• The operation have high conveniences.

• They are active to popularize their products, and the

rate of the new products enter the market is quickly