Itrix Marketing Plan
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MARKETING PLAN
Paper Version
Handout (2012.06.05)
July, 2013
January, 2014
Product Information
iPad Matrix (iTrix)
Manufacturer
Apple Inc.
Authors
University
National Economic University, Ha Noi
Class
Advanced Finance 52A1
Class Session
Morning
Group Name
iCube
Tran Anh Ngoc
Duong Quang Thang
Pham The Thanh
Nguyen Tien Truong
Le Hoang Viet
Ngo Hoang Vu
MARKETING PLAN
Executive Summary
Introduced for the first time in the early of 2010, Apples iPad line has been a huge success. In 2012, Apple has been developing its fourth generation in the iPad product line, its called the iPad Matrix, or iTrix in short. The iTrix will be armed with the newest technologies, hardware, software, and most exclusively, the holographic projectors which will make the iTrix the most-wanted entertainment and utility hub for almost everyone. The iTrix will be launched in September 2013 at a value-added price. We are targeting the consumer market with loyal and new users, and the business market with professional users.
Our primary objective for the first year is to achieve sales of 50,000,000 worldwide, 60% in the US market, netting us sales revenue of 42.5 billion and profit of 10 billion.
Current Market Situation
Market Description
Table A | Segment Needs and Corresponding Features/Benefits of Apples Tablet Line
Targeted Segment
Customer Need
Corresponding Feature/Benefit
Loyal User
(consumer market)
Easy synchronization between Apple devices.
Upgraded features with higher performance and utilization compare to the current iPad
iConnect & Airplay are introduced and improved
Design that go with other devices
New and improved technologies: holographic projects, Siri 2.0 and so on.
New Users (consumer market)
Technoholics
(consumer market)
Newest technology experience
Powerful hardware and graphic performance
Express style and individuality
World first portable holographic technology.
A8X processor.
Unique and highly fashionable design.
Families and teenagers
(consumer market)
Portable devices that could be used for daily tasks.
More advanced multimedia and entertainment functions.
Express style and individuality.
New generation of web browser, high speed internet connection, Siri 2.0 as a personal assistant.
3D graphic and camera that enhance the device gaming, movie playing and communicating performance.
Unique and highly fashionable design.
Professionals (business market)
Business-men/women
(business market)
Security and data encryption.
Performance many functions hands-free without carrying many gadgets
Auto-format application, hardware encryption and enhanced Data Protection. (Available on App Store)
Portable projector that support the need of presentation, high quality virtual conference support.
Designer & Construction Users
(business market)
Powerful presentation devices
Easy to draft and adjust
Availability of full designing tools, good configuration.
Hologram projector with optimized presentation application.
Customizable Keyboard projector that help functioning the iTrix more
Accurate touchscreen
Design apps available on App Store
Product Review
Figure 1 | iTrixs Concept
Our product, the iTrix, offers the following standard features with Apple iOS X:
Mac-functions in a tablet.
Apple A8X processor ultra-fast and consume less power than any other processor.
Built-in pico-hologram projector system for business meeting and best communication quality.
Laser keyboard projector combine with a portable scanner.
Built-in apps and thousands of apps on Apple Apps Store satisfy your daily entertainment and work needs
11.6 inches semi-borderless glasses free Retina 3D display for realistic viewing and easy entertaining.
Support HD 3D photo capturing and video recording using16 MP iSight 3D camera
Wireless web browser and 4G LTE (for cellular version) supported; text, voice and video messaging.
Global positioning and navigating system.
iConnect and Airplay helps you connect iTrix with any supported Apple machines
Siri 2.0 assistant in your phone, voice command for phone call, send message, schedule meetings etc. Siri 2.0 can come to life by hologram projector and acting as a true assistant.
16/32/64 GB of memory comes with free 15 GB I Cloud storage.
Come with iTrix Smart cover to protect your iTrix or it can even fold back turning into a handy little stand.
Competitive Review
Table B | Sample of Competitive Products