Marketing Apple's iPod

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Apple’s iPod

Introduction

In the next pages, you will find information about the marketing strategy and market position of Apples’ iPod. In the Introduction there is a short glance back to the past in order to distinguish successful marketing campaigns from that time. The discussion concentrates on the market share which iPod holds and the moment and the application of the marketing mix which explains the success of the product among its competitors. Finally, there is information about the target markets and the future objectives of the product.

If we have to point out the most emblematic marketing campaigns and products of the 20th century we probably will just stick to names and brands, which are familiar to us, therefore they have been launched on the market not long time ago. As definition for emblematic we would use: which has accounted a rapid growth in sales and significant increase of profits. In the web site www.AdAge.com the creators made a research about the most successful campaigns since the beginning on the 1990s until 2000. The list is as fallows:

1. Volkswagen, "Think Small", Doyle Dane Bernbach, 1959

2. Coca-Cola, "The pause that refreshes", D'Arcy Co., 1929

3. Marlboro, The Marlboro Man, Leo Burnett Co., 1955

4. Nike, "Just do it", Wieden & Kennedy, 1988

5. McDonald's, "You deserve a break today", Needham, Harper & Steers, 1971

6. DeBeers, "A diamond is forever", N.W. Ayer & Son, 1948

7. Absolut Vodka, The Absolut Bottle, TBWA, 1981

8. Miller Lite beer, "Tastes great, less filling", McCann-Erickson Worldwide, 1974

9. Clairol, Does she...or doesn't she?", Foote, Cone & Belding, 1957

10. Avis, "We try harder", Doyle Dane Bernbach, 1963

Some of these brands are not so famous nowadays because they did not manage to keep their market leading position but the rest are still a great representation of how successful a product or a brand name can be. Their development is studied and observed from many specialists and marketing experts who are trying to explain and show why these products were so successful. The answer is very simple. The whole secret is in the implementation of the marketing mix. Off course, together with the world, it has been changing over the time and if we try to apply a strategy of the middle 50s to the present market, it will most probably fail. This is why we can simply say that marketing is about placing the right product at the right place where the desired customers will be able to buy it for affordable price.

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