Ipod Nano Marketing Plan
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TABLE OF CONTENT
I. EXECUTIVE SUMMARY:
II. INTRODUCTION:
III. SITUATION ANALYSIS:
III. 1. Market Situation:
III. 2. Product Situation:
III. 3. Competitive Situation:
III. 4. SWOT Analysis:
IV. MARKET OBJECTIVES:
IV.1. Mission Statement:
IV.2. Objectives:
V. MARKET TARGETING:
VI. MARKETING POSITIONING:
VI. 1. Positioning Statement:
VI. 2. Perceptual Maps:
VI. 3. Possible Competitive Advantages:
VI. 4. Positioning Strategy:
VII. MARKET STRATEGY:
VII. 1. Product:
VII. 2. Price:
VII. 3. Place:
VII.4. Promotion:
VIII. ACTION PLAN & BUDGET:
IX. MARKETING CONTROL:
X. REFERENCES:
I. EXECUTIVE SUMMARY:
iPod Nano is a mp3 player developed by Apple company. Apple is one of top 100 brands all over the world as in the Haigs book “Brands Royalty, how the worlds top 100 brands thrive & survive”. Apple is an American-founded company established in 1976 which manufactures computers, laptops, mp3 players, and accessories related to them.
Along with the wealth of Vietnamese population in recent year, we realize that there is a strong demand for entertainment tool such as mp3 player. Taking the advantage of the strong brand from Apple and the growing trend of stylish, we will introduce iPod Nano to Vietnam marketplace from September 2006.
Currently, there are many mp3 player models available in Vietnam. Sony, among them, is the biggest competitor because it holds a large market share in Ho Chi Minh. Coming up is Samsung which is a well-known brand in technology and electric field. However, iPod believes in its value that it gives to customers. iPod Nano differentiates itself by the unique slim size and click button. We will implement our plan by first segmenting the market by age and income:
Age: 15 – 40 year old
Income: US $500 – US $2,000
In term of product feature, iPod Nano provides the slimmest flash-based mp3 player with 3 variable capacity (1GB, 2GB, and 4GB). The 1.5 inch color LCD is suitable to display not only play list information but also photos. More importantly, iPod Nano is the first one introducing Bluetooth technology. It enables customers to share music and photos easily without cable. In term of value, iPod Nano leaves in the customers mind for its luxury. The high price ($149, $199, and $249 USD) they pay is not only for the product but for the satisfaction they experience as well.
iPod Nano will be advertised on two channels (HTV7 & MTV Asia), one newspaper (Tuoi Tre), and two magazines (Saigon Times & 2!). In addition, we will run a design contest for iPod Nano, which we are confident about it popularity and effectiveness.
By the end of the project which has the duration for one year, we certainly believe that iPod Nano will become the third largest leader of mp3 player in Ho Chi Minh City, and take up the profit by 70%.
II. INTRODUCTION:
There are four product lines under brand name iPod: iPod Photo, iPod nano, ipod Shuffle, and iPod Video. iPod nano is differentiated itself with the appearance of slim and small. In addition, all three types of iPod nano(1GB, 2GB, 4GB) was in the top five hot mp3 players over the last six months (ngoisao.net). However, iPod nano is not on the list of Asia-Pacific brand rankings in 2005 (brand channel).
In Vietnam, iPod nano is not as popular as mobile phone because there are no official advertisements conducted for it. It represents as a luxury product because of it price. Therefore, the market segmentation for it is on people with well-income in Ho Chi Minh City. Although Sony, Samsung, Creative, and other brands have the most market share in mp3 music player in Vietnam, iPod is known as the brand of invention because it went beyond the similar design of those products.
In brief, this marketing plan is specially designed for iPod nano in Ho Chi Minh market place within twelve months from September 2006.
III. SITUATION ANALYSIS:
III. 1. Market Situation:
III. 1. 1. Macroeconomics:
Demographic environment:
Nowadays, the people who live in country-side tend to move to big cities such as Ha Noi, Hue, and Ho Chi Minh cities. This trend makes more people aware of Apple products, IPOD because iPod only appears in those cities.
Economics:
In the past five years, the income of Vietnamese people is increasing. This leads to the increasing of living standard and of course people want to purchase products that have good quality to increase living standard. iPod is one of those products that they want to purchase. As a result, sale of product increases.
Technology:
The increasing of technology makes iPod is more and more perfect. Therefore, customer satisfaction about iPod is increasing. Besides, the foundation of internet, e-newspapers makes Vietnamese people aware of iPod. Therefore, the sale of iPod increases.
III. 1. 2. Microeconomics:
The company:
Apple is a giant technology company in U.S. They were founded many years ago and had big reputation, capital, and talented people. Therefore, their product, Apple, is superlative product.
Marketing intermediaries:
Apple has the consuming net in Ha Noi, Hue, and Sai Gon Their products are sold in the market.
III. 2. Product Situation:
According to BCG growth share