Apple iPod's Promotional and Positioning Strategies |
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» Marketing Case Studies Please note: This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source. |
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Introduction Contd...It was placed as a product of the present generation and presented a picture of "coolness". Commenting on the fad that iPod had created, John Zhang, Professor, Wharton University said, "All MP3 players do the same thing, but nobody else has the 'cool' factor of iPod. It's a status symbol: You're young, cool, vigorous if you have one."6
In April 1977, Apple II was launched which was a much improved version of its predecessor. The differences lay in the display, which used graphics and color. However, when the system was designed, it was realized that the company would need a lot of financing to market this product.
It was Apple's first GUI11 computer, which introduced the words 'mouse', 'icon', and 'desktop' to the world. LISA was priced at US$ 10,000. Apple introduced Apple Macintosh in 1984. It was built inside a beige case and came with a black and white monitor, a mouse and a keyboard. It was the first personal computer with a floppy drive... 6] "Companies That Use Combative Advertising May End Up with a Black Eye," Knowledge@Wharton, June 14, 2006. |
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