Appleipod Marketing Plan

Executive Summary

The iPod+ is the latest product in wireless communication: it allows for

wireless gaming, text messaging, sharing music, and sending photos between

devices. Compared to the iPod, the iPod+ has a wider variety of capabilities and

more expansive target market, including middle to upper class individuals aged 12-

35. Sony’s and Dell’s handheld music players are the greatest competition, yet

computers, cell phones, and gaming devices also pose a threat to the iPod+. Apple’s

unique and aggressive marketing for the new iPod+ will convince users that the

device is incomparable to the competition and is worth its cost. Following a rollout

price of $499, the iPod+ will have a significant price drop of $100 within a year. The

product will be sold nationwide in Apple stores, major retail chains’ stores, and

through all major online retailers. The marketing team will promote the iPod+ and its

accompanying “bong” sound on targeted television channels and radio stations; the

product will also be featured in magazines with a focus on the iCommunity, since the

“bong” sound cannot be heard. The marketing budget consists of three main

components: marketing team expenses, advertising, and promotion. Apple’s iPod+

marketing team, which consists of five vice presidents, is confident that the product

will push Apple ahead of its competitors into the direction that the music technology

market is headed.

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2. Product Description

The iPod+ is the latest product in wireless communication. The device’s name

is an