iPod Phenomenon

Team 9

Cristina LaneAlexandra Pagliuca

Brendan SullivanMike Fiorini

What is an iPod?

• iPod is a brand of portable media players designed and marketed by Apple

• launched on October 2001

• Has become a cultural phenomenon

• everyone has one, it’s the “walkman of 21st century”

• Changed the way people use music “music whenever, wherever”

“iPod. Welcome to the digital music revolution, 10,000 songs in your pocket. Mac or PC”

Different Models

Classic

160GB $249

Mini Nano

8GB $149

16GB $179

Shuffle

2GB $59

4GB $79

Touch

8GB $199

32GB $299

64GB $399

The latest trend

The iPod Touch• Stores up to 14,000 songs• Genius feature automatically searches your library and

finds songs that sound great together rand creates mixes you

• The new 32GB and 64GB iPod touch models: - Voice Control-tell the iPod to play songs from a

specific playlist or artist- commands such as “shuffle,” “pause,” and “next song.” - watch movies, shows, and store up to 80 hours of video

What sets iPod apart?

• It’s slimmer, more attractive• It has more features• most importantly, the way Apple advertises and

markets • iPod’s advertising sales rocketed due to the duo of the portable music player and iTunes, a legal form of downloading music

Key Features

• Shuffle:• Video:• Photo:• Podcasting: people can listen to radio broadcasts and

DJ sets without the interruption of commercials

iTunes Software

• Apple's iTunes software comes with iPod; it transfers music to your iPod from your computer

Marketing iPod

• broad access point for marketing• designed to appeal to current Apple

consumers as well as new Apple customers• required using retailers like Best Buy and

Circuit City to Apple’s existing channels and company stores resulted in an increase of outlets from 4,000 to 21,000

Methods

• uses both push and pull advertising. Pull helped drive the popularity of the iPod

• reached market domination through combo of product innovation and clever marketing (elaborate here)

Ad Campaigns

Silhouettes campaign:• Features people dancing in silhouette in front of neon

backgrounds – portrayed it as cool • Creative, unique, successful • Targets everyone; kids, young adults, mother, businessmen, etc.

“iPod. Welcome to the digital music revolution, 10,000 songs in your pocket. Mac or PC.”

(link to commercial here?

iPod is everywhere

strong PR, buzz, and word of mouth have aided in the success of iPodstalk about diff countries?

Halo Effect

• by October 2007, more than 199 million iPod’s has been sold worldwide and contributed one-third of Apple’s corporate revenue

• Halo effect helped market share in retail computers of more than 3% point in recent years