Contrary to what one would expect, the initial pre-launch buzz surrounding the introduction of the very first edition way back in 2001 was not very optimistic. Most people felt that it was just another mp3 player with a particularly large hard drive capacity. Today the iPod commands over 70% share in the mp3 player market and has successfully launched various models ranging in price between $55 and $429.
One of the biggest reasons behind its success is the fact that it caters to a global audience. Although predominantly an American brand, Apple ensured that the iPod reached the far corners of the world through its global store at apple.com and certain country specific websites. Wide scale online availability did not however cause major sales drops in traditional retail stores or even in online superstores like Amazon. This is because different people prefer to buy from different places.
At the same time it realized that a one size fits all attitude would hardly work in an already saturated market. Instead they focused on superior product design and targeted marketing to carefully segmented groups of music lovers.
Apple was also smart enough to use its strong brand name associated with the ever popular Mac to position the iPod as a music device that would make Mac lovers proud. The iPod was also made customizable to an individual’s wants and needs. Never before had something as generic as a music player been alterable down to look, function and price as was the iPod. At the same time, Apple launched a series of cool iPod accessories such as earphones, iPod sleeves, colorful casings and so on.
When the original iPod sales had begun to die down, Apple launched what was to be one of many subsequent models. But how did they manage to keep the craze alive with most of the target group already owning the iPod? For one, they ran special trade-in promos where customers could exchange their old iPod for substantial discounts on a new model. This strategy proved successful since people were willing to spend a bit more to own the “latest” iPod model. Taking design uniqueness a step further, Apple co-designed limited edition iPods along with Gucci, Nike and Versace.
Ultimately, the iPod’s success can be attributed to insightful marketing, multimode distribution availability and a constantly changing game plan that kept things fresh.
Recently we have seen how Apple has applied its product launch expertise when the world saw the unveiling of the iPad. The iPad’s pre-launch was met with much anticipation; the buzz surrounding it shows how Apple leads the way when it comes to launching a product.
Article Source: https://www.bharatbhasha.com
Article Url: https://www.bharatbhasha.com/finance-and-business.php/219532
Article Added on Sunday, February 28, 2010
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