1. Apple IPod’s Promotional
& Positioning Strategies
Presented By:
Sandeep Mishra
Nishant Pandey
Smriti Sharma

2. Introduction to Apple IPod
• The iPod is a line of portable media players designed and
marketed by Apple Inc.
• iPod® is the world’s most popular family of digital music
players with over 220 million sold.
• The product was developed in less than one year and unveiled
October 23, 2001
• There are four current versions of the iPod: the ultra-
compact iPod Shuffle, the compact iPod Nano, the touch
screen iPod Touch, and the hard drive-based iPod Classic.
• The iPod line came from Apple's "digital hub" category, when
the company began creating software for the growing market
of personal digital devices.

3. Top Secret – “To maintain curiosity secret should not be reveal”
• “Hint: It‟s Not Mac”
• MP3 Player was surprise announcement.
• Apple also kept the pricing strategy for iPod Confidential.
• Apple did not develop the iPod software entirely in-
house, instead using PortalPlayer's reference platform based
on two ARM cores
• Apple contracted another company, Pixo, to help design and
implement the user interface under the direct supervision of
Steve Jobs.
• Apple continued to refine the software's look and feel.

4. Promotional Strategy iPod
• The way they Surprise is the best part of their promotion
strategy.
• Speculation and curiosity.
• Impulse purchases due to shipping on launch date.
• Apple partnered with star hotels like “Dream” the Manhattan
and The Crescent in guest rooms.
• Limited Edition iPods through Madonna, Tony Hawk , Beck &
No doubt‟s Brand logo.
• Co branding strategy with Nike a “Running culture” move.

5. Podcasting
What is a Podcast?
•It‟s a free video and audio series
•Download from iTunes to iPod
•One click to subscribe
•Range of Podcasts
•Automatically downloads

6. Advertising & Style
The silhouettes are also usually holding iPods and listening to them
with Apple's supplied earphones. These distinctively appear in white,
so that they stand out against the colored background and black
silhouettes.

7. • are backed by up-beat music
Apple have become somewhat of a pioneer in devising
different approaches to location advertising.
The following series of images were taken from
a Tube station in Toronto Canada.

8. Ipod Tube Advertising
The stairs have
been painted blue
with a black
silhouette and the
iPod and earphones
are represented
in the traditional
white.

9. Positioning iPod
• Focused on the „Coolness‟ aspect
• Hype & word of mouth publicity by look and design of the
product.
• “The iPod is hip . It looks cool.”
• Buzz was the fact which made people to buy.
• Survey says “iPod user got attracted due to coolness
factor”.

10. Study on product
• 12% of iPod users had purchased it for its good looks.
• 88% of iPod users used it because they liked the features
than its good looks.
After 4 year study
• Coolness was no longer than a bigger Brand.
• For 15-24 quality and interface and familiarity with brand.
• For 25-34 Aesthetics and quality of interface.
• For 35-50 people bought iPod as they familiar with brand.
• “Whole widget” Strategy of Apple.

11. Primary reasons for Purchasing the iPod
Reasons Percentage
Quality of interface 22%
Familiarity with the brand 19%
Design Aesthetics 13%
Friend’s recommendation 12%
Social status 11%
Sound Quality 5%
Others 16%
Uncertain 2%

12. 1st Release Dates
• iPod Classic: October 2001
• iPod Mini: January 2004
• iPod Shuffle: January 2005
• iPod Nano: September 2005
• iPod Touch: September 2007

13. Road ahead - iPod

14. Timeline

15. iPods = 28% of Apple’s 2008 Revenue
28%
27%
17%
10%
7%
6%
5%
iPod
Portables
Desktops
Other Music Related
Products and Services
Software, Service, and
Other Net Sales
iPhone and Related
Products and Services
Peripherals and Other
Hardware

16. Thank You
IBS Mumbai