The Magic of i Pod Danielle Malatesta Stephanie

The Magic of i. Pod Danielle Malatesta Stephanie Fontaine Likica Grceva Eric Frazier Brian Weymouth http: //www. youtube. com/watch? v=4 CPab 8 U 5 z. TU

The Apple i. Pod Portable media player Design launched October 2001 Focuses on uniqueness and ease of use, rather than technical capability • As of September 2007 • • • – Sold over 110 million units worldwide – Bess-selling digital audio player in history

What’s The Magic of i. Pod All About • Apple, with the line of i. Pods, owns the market with a share of over 90 percent. – Technologically superior – Establish Brand Equity – There’s no beating Apple – Cult Status – Instantly recognizable

Accessorizing the i. Pod • Socks, mohair slipcovers, “hoodie” sweatshirts, and stick-on tattoos – Louis Vuitton case $265 • 400+ products made of the i. Pod • Does he have a name? • “I’ve heard many stories of people who think their i. Pods have certain preferences in music” • Podpoaching - i. Pod Swap groups • Podjacking – Swaping with strangers • Culture-shifting effects that is changing the way people listen to music

Brand Equity – The extent to which a consumer holds strong, favorable, and unique associations with a brand in memory. - The extent to which a person is willing to pay more for the branded version of the product • • • Reputation and Respect Business devices Government departments Major institutions International organizations • Delivery mechanism • Communication • Training

Product Personality • Brand Personality – is the set of traits people attribute to a product as if it were a person. • i. Pod’s Personality- how it influences the way people listen to music. – Luring consumers in with its sleek look and keeping them because of the status that comes with carrying one.

Product Personality • To have a personality, it must display the id, ego, and superego. – Id- Designed to provide gratification to consumer, fulfilling the i. Pod’s desire to have increased sales. • Flashy design, extra features such as video. – Ego- Its ability to be affordable. Multiple models allow it to reach a vast consumer base. • Basic model, small Nanos, large video capable models. – Superego- The fact that financial standing does not affect who owns one. Everyone finds a way to possess one.

Other High Image Brand Comparison § San. Disk e 280 § 8 GB § Video § Photo § $149. 99* § i. Pod Nano § 8 GB (2, 000 songs) § Up to 8 hours of video § Up to 7, 000 Photos § $149** *sandisk. com, **apple. com

Competition Competitors of the Apple i. Pod, in the hard-drive -based mp 3 player market, include: – Samsung – Creative – Dell – i. River – Microsoft – And many others…

Market Total Mp 3 player market. Rank Brand Unit Share 1 Apple 72. 7% 2 Sandisk 8. 9% 3 Microsoft 3. 2% 4 Creative Labs 2. 9% 5 Samsung 2. 0% Total Dollar Volume: $225, 288, 200

Markets • There are two main markets within the Mp 3 player sector: – Hard-disks • Large capacity – Memory ranges from 20 gigs to over 80 gigs • More Expensive – Prices start around $200 and range to over $400 – Flash Memory • Smaller capacity – Can hold between 1 gigs and 8 gigs • Less expensive – Price can range anywhere from $100 to $250

Apple fighting itself? • When apple released the i. Phone in August it wound up taking potential customers away. • After people purchased an i. Phone there was no need for them to have stand alone Mp 3 players.

Hard-Drive-Based Mp 3 player • In the H-D-B market the i. Pod is king. Within this market i. Pods have over 90% market share. • Is that really competition? 2003 2004 Other Manufacturs Apple 2005

The Lifestyle of an i. Pod User

Lifestyle continued… Person – i. Pod users Product – Apple i. Pods Setting – Everywhere!

Are you and Innie or Outie? • i. Pod’s haven been able to cater to everyone’s needs. • Allocentrics vs. Idiocentrics • Allocentrics – are typically more interested in individual entertainment (reading a book, listening to an i. Pod) the mobility of an IPod can bring this type of entertainment on any adventure.

Breaking News… • NY Times October 9 th, 2007 • “In Some Schools, i. Pods are Required Listening “– By Winnie Hu • Prohibited even Confiscated – Able to load answers, math formulas and notes onto i. Pod. • Jose Martin Middle School in New Jersey – Help bilingual students with English – Sharpen vocabulary and grammar by singing along to popular songs.

Breaking News… “Duke University led the way by outfitting its entire freshman class with i. Pods that were preloaded with orientation information and even the Duke fight song. ” – Also, last spring, 93 courses required an i. Pod.

Breaking News… The Brearley School, a private girl’s school, has used i. Pods to supplement foreign-language textbooks and its music, drama and English classes. Every student from 7 th-9 th grade is required to buy or rent an i. Pod