Product offering
Multi-touch screen
Phone - Mobile phones are very common now. Other features in addition to phone functionality have enhanced the abilities of the phone. The phone is comes included with 3G technologies for higher connection speeds. It also supports Wi-Fi, EDGE, and Bluetooth.
5MP camera
iPod - universally popular music device
Internet communicator
Style - iPhone has distinctive design extending Apple’s well-known styling.
Build-in battery - iPhone has superior battery life and is easy to recharge. 5 hours of video playback. Talk time is 16+ hours, comparable to market standards.
Headphones with built-in microphone – Market standard accessory. Beautifully designed to fit with Apple’s eye for aesthetics.
Loudspeaker (two-way) – this feature is useful for situations where microphone is inappropriate.
Loudspeaker (two-way) – this feature is useful for situations where microphone is inappropriate.
Market summary
iPhone’s marketing strategy is to differentiate the iPhone from other PDA’s on the market. One of our primary customer targets is the middle-upper income professional that need one portable device to coordinate their busy schedules and communicate with colleagues, friends and family. Our secondary consumer targets are high school, college and graduate students who need one portable multifunction device. Mainly this market will be replacing their iPod and cell phone with the iPhone.
 |
| Apple Store - entrance |
Target group size
An iPhone campaign is going to be focused on the target group of the estimated size 500 000 Polish habitants.
Target segments
- students
They value style and individuality and consider Apple brand fashionable. Furthermore they like to perform many functions without carrying many gadgets.
- entrepreneurs, professionals
They like to stay in touch while on go. iPhone can help them organize or access contacts and schedule details. Wireless access to Internet is helpful while checking contacts or appointments.
- young and middle-aged generation
- medium-class people
- gadget lovers
- mobile phone users
- another Apple products' users
Why would somebody buy an iPhone?
Innovative – The iPhone has an innovative touch screen that is patented and unmatched by any other mobile product today. It also has many functions of other mobile products all in one device.
Compatibility –The phone will work with iTunes and with other Mac/Apple products. The iPhone is also compatible with many Mac OS software tools. Mac OS compatibility means that the iPhone has limitless potential for upgradeability.
Ease-of-Use – The all-new touch screen interface making operations extremely intuitive. It is radically different from those of other phones that recognizes multi finger gestures, just as the human hand normally behaves.
Compatibility –The phone will work with iTunes and with other Mac/Apple products. The iPhone is also compatible with many Mac OS software tools. Mac OS compatibility means that the iPhone has limitless potential for upgradeability.
Ease-of-Use – The all-new touch screen interface making operations extremely intuitive. It is radically different from those of other phones that recognizes multi finger gestures, just as the human hand normally behaves.
Brand awareness – Apple is well known for cool essential gadgets like the iPods along great technological innovations.
Price – At PLN2700, the iPhone would be sold at a reasonable price for its value. It outperforms any other PDA or smart phone on the market and the convenience of having multiple features combined into one-device increases its overall value.
Quality – The iPhone has one of the brightest and most scratch resistant screens in the market. It also has a fine metallic finish that is durable and light. The software suite included is also unsurpassed with their ease of use and resistance to computer viruses.
Decision Process
Apple Brand is considered prestigious, expensive and exclusive. As it costs a lot, a prospect would need some time to think the purchase through, compare it to the alternative brands and save the money. Then they can decide if it's worthy to buy it.
Nowadays every person has a mobile and feels emotionally attached to it, it is a personal thing. Therefore our aim is to convince the potential customers to the Apple brand.
Positioning
We are positioning the iPhone as the versatile, convenient, value-added device for personal and professional use. The marketing strategy will focus on the convenience of having one device for communication, but also music, pictures, and video, and full Internet access. The iPhone will be promoted as both professional and hip.
What are the negative features of an iPhone 4?
Image – The Apple brand is not targeted towards business people, which most smart phones have targeted. Does not have a reputation as being compatible with the corporate world.
Price – Apple does not yet offer lower priced models for more cost conscious consumers.
User Interface – Touch screen interfaces suffer from the problem of “gorilla arm,” in which long-term use of a flat, solid surface for input becomes uncomfortable.
Price – Apple does not yet offer lower priced models for more cost conscious consumers.
User Interface – Touch screen interfaces suffer from the problem of “gorilla arm,” in which long-term use of a flat, solid surface for input becomes uncomfortable.
Screen problems, battery problems, antenna problems, Apple's multitasking problems.
Major competitors
- Blackberry Storm 2
- Sony Xperia X10
- Google Nexus One
- Nokia N900
- HTC HD2
- Samsung Omnia HD
