Apple is the market leader in the tablet industry with a market share of 50. 4 percent at end of the third quarter (San Francisco Business Times, 2012). With the iPad Mini consumers can experience a smaller version of the original iPad (Apple Inc. , 2012). Apple iPad Mini is a brand new product that will provide the most effective compatibility for the new millennium. The new product will have different ranges of space and will be priced from $329 to $659. The iPad Mini resembles the original iPad, but weighs half as much as the original.
It carries some of the same features as the original iPad. They both have front and back cameras; however, the resolution on the Mini screen is not as high as the original. The iPad Mini has a 7. 9 inch screen and a dual-core microprocessor; although it is not the most current chip available to Apple devices. The iPad Mini has a battery life of ten hours and is approximately 300 grams in weight; can be compared to a “thin as a pencil. Apple through their creativity has also made the software created for the 4th Generation iPad to be compatible with the iPad Mini.
Apple is holding an overwhelming 68 percent of the total tablet market share as of Q2 statistics (Yarrow, 2012). With their promise of simplicity and elegance, Apple has a strategy in creating modern products and services associated with a digital hub. Being able to locate the brand in the minds of the consumers in order to maximize potential benefit for the firm is the key positioning of Apple. The focus of Apple has been to link a relationship between them and high school students and provide the ability to help high school students stay in school (Apple Inc.
, 2008). Since iPad Mini has the same capabilities of the iPad, Apple can position the tablet as the greatest in the market and it seems the only competition the iPad Mini has is the larger iPad itself. Due to the strength that Apple carries in their innovation and creativity, they have positioned themselves at a point of maintaining a brand loyal set of customers. On the ground that the founder of Apple stood on, being innovative, creative, and technological can only reflect in the product through what you believe in.
The services that Apple offers through its iOS system, such as sharing media across devices through iCloud promote Apple products perceived quality. “21% of iOS users say they will never leave Apples ecosystem” (Canada, 2012). Apple iPad Mini – Background Information Introduction The purpose of this assignment is to learn how to apply concepts of the marketing management program for a new product entering the market. The consumer product chosen to analyze by group one is Apple’s iPad Mini. Product Description
The iPad Mini resembles the original iPad, but weighs half as much as the original. It carries some of the same features as the original iPad. They both have front and back cameras; however, the resolution on the Mini screen is not as high as the original. The iPad Mini has a 7. 9 inch screen and a dual-core microprocessor; although it is not the most current chip available to Apple devices. The iPad Mini has a battery life of ten hours. Firm History Two high school friends, Steven Wozniak and Steven Jobs, were both interested in electronics.
After high school, they both dropped out of college and ended up working for different companies in the same city, Silicon Valley. Steven Wozniak designed computers and created what we know as the Apple I. Steven Jobs had an eye for the future and together they founded Apple Computer on April 1, 1976. Apple was the first company to build Universal Serial Bus (USB) ports into the computers. Apple began to take off in 1977 after the Apple II debuted. In 1983, Jobs started to realize Apple needed to “grow up” and soughed after John Sculley.
In 1985, Jobs and Sculley started to argue and their disagreements ended with Jobs resigning from Apple. By 1997, Jobs was given an “expanded role” at Apple due to the quarterly losses the company was facing. Around May of 2001, a number of retail stores were open across America. As part of Apple’s new strategy, Jobs took advantage of the explosion of personal electronic devices (Apple Inc. , 2012). The Traditional 4Ps Product The iPad Mini is approximately 300 grams in weigh and is as “thin as a pencil”; it is half the weight if the original iPad. The iPad mini is 7.
9 inches diagonally which makes its screen larger than the competitors. The two cameras, one in the front and one in the back, give it a notch up on the competitors too. The screen resolution is the same as the iPad 2, but only a quarter of the original (Apple unveils iPad mini, but will it fit in? , 2012). All of the software created for the 4th Generation iPad works for the mini iPad. Ipad mini’s outer shell is made of aluminum compared to the plastic cases it competitors make their outer shell out of. Place When launching a new product, Apple is well known for pre-orders.
This allows some consumers to have the product before it is released to the rest of the world. Normal channels would be online purchases from sites such as apple. com and retail store purchases from places such as Best Buy and Wal-Mart. Apples products are generally sold nationwide. Price Apple started the pricing of the iPad Mini at three hundred and twenty nine dollars. The price will increase as the number of gigabytes increase. Apple’s price for the iPad Mini is priced at one hundred and thirty dollars more than its comparable competition (Lessin & Sherr, 2012, p. 23).
The iPad Mini is cheaper than the original iPad which started at $499 and the iPad 2 which started at $399. Apple will make a version of the iPad Mini that can access cellular networks from AT&T, Verizon and Sprint. That version will start at $459, compared with $629 for the full-sized cellular model. Within hours of the iPad Mini first being available for pre-order, Apple sold out of the white and silver options on the online store. Many Apple lovers will certainly brave the long lines at the retail Apple stores instead (White iPad Mini Sells Out During Pre-Orders, 2012). Promotion
With new products Apple appears to allow their brand and culture to be there advertisement. An event is generally set up to announce the next captivating and innovating new product from Apple. A release date is giving and a percentage of the public anxiously waits for the pre-order date or release date to purchase the next level of technology. The New 4P’s People “Marketing will only be as good as the people inside the organization” (Kotler & Keller, 2012, p. 25). Steve Jobs has been termed “irreplaceable” by some stock analysts and was known as one of the best CEOs in the world.
When Jobs’ health was in question, it had “an impact on Apple’s share price and market capitalization”. Having an impact did not always mean it was a negative impact and it was not as large as some would apparently believe (James, Robert, & Richard, 2011, p. 60). Processes “Marketers must avoid ad hoc planning and decision making and ensure that state-of-the-art marketing ideas and concepts play an appropriate role in all they do” (Kotler & Keller, 2012, p. 25). Steve Jobs created one innovated product after the other.
Jobs was “a man who had come to stand for innovation, creativity, and technology tools that reflected a passion for zen-like simplicity and flawless user experience” (MaryAnne, 2012, p. 63). Today’s society has profoundly been influenced on the way we think about technology and innovation. Jobs had a vast impact on today’s innovation. The New York Times quoted Job’s obituary in saying “not just products but a digital lifestyle”; that’s what Apple’s processes are marketing (MaryAnne, 2012, p. 63). Program
A relationship between a student, the teacher, and the curriculum is a relationship that matters the most. Apple has been focusing on this type of relationship since about 1985 by attempting “a collaborative effort with the education community to identify the essential design principles for the twenty first century high school” student. The intention behind this idea is to help high school students stay in school. To help foster the kind of learning environment needed and wanted by this generation of students (Apple Inc. , 2008).
Programs, such as this one, might not have fitted the old view of marketing, but indeed uses all of the old four Ps. Performance Performance is the way “to capture the range of possible outcomes measures that have financial and nonfinancial implications” (Kotler & Keller, 2012, p. 26). Performance can also capture implications not related to the actual company (Kotler & Keller, 2012, p. 26). Apple is not afraid to take a chance on their ideas. Their action obtains the results Apple can use to revamp a product or put out something totally new.