Apple has developed a series of computers, phones, portable media players, software, and many other products that have advanced technology from what it used to be, as well as creating new needs from the consumers.Marketing Strategy of apple iPad and future goals

1. Marketing mix of Apple
iPad
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2. What Does Apple Do?
• Apple is an innovative company that manufactures,
markets, and sells many kinds of consumer
electronic devices.
• Apple has developed a series of computers, phones,
portable media players, software, and many other
products that have advanced technology from what
it used to be, as well as creating new needs from the
consumers.

3. iPad
• The iPad is a line of tablet computers
designed and marketed by Apple Inc.
• which runs Apple's iOS operating
system.
• The first iPad was released on April 3,
2010;
• fourth-generation iPad and iPad Mini,
were released on November 2, 2012.

4. Slogans use too attract audience
iPad
•
"The iPad is..." (2010) Used in the iPad TV ads.
•
"A magical and revolutionary device at an unbelievable price." (2010) Used on apple.com and Keynote to
promote and introduce the new iPad.
•
"Thinner. Lighter. Faster. Facetime. Smart Covers. 10 hour battery." (2011) Used on apple.com to promote
and introduce the iPad 2.
•
"Now with iOS 5 and iCloud, it just got even harder to put down." (2011) Used to promote iOS 5.
•
"Resolutionary" (2012) Used to promote the new iPad and its Retina Display.
•
"Every inch an iPad" (2012) Used for the iPad mini launch.
•
"Just as stunning. Twice as fast." (2012) Used to promote the 4th generation iPad.
iPad mini
•
"Every Inch a cool iPad." (2012) Used to introduce the iPad mini at the Keynote, online, and on TV
•
"There's less of it, but no less to it." (2012) Used to promote it on the website of Apple

5. How is the price of iPad determined?
• Determined by the interaction of supply and demand curve
• Intersection between these two curve provides us with the
equilibrium point
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6. Cost of iPad
Type
iPad mini
iPad 2
iPad(with
Retina display)
Wifi
16GB $329
32GB $429
64GB $529
16GB $399
16GB $429
32GB $529
64GB $699
128GB $799
Wifi+Cellular
16GB $529
32GB $559
64GB $629
16GB $529
16GB $629
32GB $729
64GB $829
128GB $929
cost

7. Gradient on X-axis and Y-Axis
Gradient of demand curve
Gradient of Supply curve
• Many substitutes of iPad
available
• Easily stored
• Luxury good
• Large proportion of income
spent (around $SGD 600-900) • Easily transported
• Supply for iPad is price elastic
• Luxury good
• Demand for iPad is price
elastic
• Gradient – Gentle
• Gradient- Gentle

8. Sales of iPad
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9. Model
Status
iPad (1st
generation)
Discontinued
iPad 2
iPad (3rd
generation)
iPad (4th
generation)
iPad Mini
Available
Discontinued
Available
Available
16, 32, 64 GB:
October 23, 2012
Announcement date
January 27,
2010
March 2, 2011
March 7, 2012
128 GB: January
29, 2013
October 23, 2012
16, 32, 64 GB:
November 2,
2012
Release date
April 3, 2010
March 11,
2011
128 GB: February
March 16, 2012
5, 2013
November 2,
2012
32, 64 GB: March
7, 2012
Discontinued
March 2, 2011
16 GB: In
production
October 23, 2012
In production
In production

10. Timeline

11. Target Market
More Big Size Screen, More Powerful Sound!
• Music Market
•
Live Concert
•
Music Video
•
More extensive music
information available
 Through iTunes, its market can be grow able.
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12. Movies Market
Enough size watching & feeling
• Making new Video Market area
– DVD at home
– iPad@everyplace
 Also through iTunes, its market can be growable.

13. Natural VOD device
TV market
• There are many cases to use computer, which only displays
PPT or image Slideshow.
 Intuitive Interactive Touch demonstrating is available.

14. Newspaper/Magazine Market
• comportable size to read
• Easy to scrap & share
• NY times already made App
for iPad
 Paper Media can have more
subscriptors Through iPad
(more subscriptors, more money)
Natural size READING!

15. Book Market
• ePub baed iBooks market is opened.
• Through iTunes and iBooks App, anytime users can
download and use it.
• Kindle are in danger?
– Penguin, Macmillion, Simon & Shuster, HarperCollins, Hachette Book Group
are contracted. Will be more.

16. Game market
Dynamic & Powerful
• Need for speed, Nova for iPad is revealed.
– It’s real Realistic. People with cheered in the show.
 Like Nintendo DS, PSP,
Now PS3, XBOX are in danger.

17. What iPad users do?
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18. SWOT
Strengths:
• Products/Branding
• Marketing/Advertising
• Ease of Use and Quality
• Strong Brand Name For iPad
• Brand perception
• Innovation and Improvement
Weaknesses:
• Non-Compatibility
Opportunities:
• Stock Investments
• Jobs-Moving Up
• Trend
Threats:
• Copy-Cat Products/ Competitors
• Market Share-PC’s
• Price
• Too Broad
• Proprietary
• Low cost Product
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20. Rank
Vendors
2011
Shipments
Market
2012
Market
2009/200
Share
Shipment
Share
8 Growth
1
HP
18,781
26.9%
16,218
24.7%
15.8%
2
Dell
17,099
24.5%
19,276
29.4%
-11.3%
3
Acer
7,983
11.4%
6,106
9.3%
30.7%
4
Apple
5,579
8%
5,158
7.9%
8.2%
5
Toshiba
5,379
7.7%
3,788
5.8%
42%
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21. Conclusion
In the short run..
• Decrease the price of iPad
• Marketing of iPad is now vital due to changes in consumer taste
• Establish the uniqueness of the iPad as compared to other goods
such as the Samsung Galaxy tab
• Increase demand which leads to increase in profits for producers
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22. In the long run…
• Aim of producers is to
maximise profit
• iPad market is reaching its
optimum
• Decline sets in after optimum
due to presence of better
products and changes in
consumer taste.
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23. Thank You.
• Questions ???
• Comments #@$%
• Concerns !!!
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