The iPod is a typical example of product development due to its innovative approach to playing music. It consisted of the sleek wheel navigation system that was relatively easy to use and display methods, which made scrolling through vast amounts of music much easier. Due to the product innovation method employed during its development, the Apple iPod quickly gained market share and is now the market leader in music devices. Another example of Apple’s understanding of the matrix was its use of the laptops.
Instead of promoting the power of the portable Mac to businessman who perhaps only need a word processor and does not need a powerful laptop so originally it didn’t take off, instead it marketed to a younger audience who saw it as a stylish yet a powerful tool alternative to the laptop which in terms style was old fashioned. When the product was marketed to a different audience it stood out and it proved a very successful move in terms of sale, Apple would have had proven popularity in several different markets.
This also applies to the PC market. Although Apple had originally had success in the war against PC’s recently there had been much less success and PC had dominated households and businesses. However Apple recently diversified yet again and turned to a very user friendly product called a G5. The G5 leads the world in creating a new product for an old market. The PC market comes into threat because of a G5 which is essentially a touch screen computer without the need of a mouse etc. o it would be very useful in terms of businesses. There would be without the mandatory clicking which is notorious in businesses such as call centers and the G5 is similar in price to a PC yet is much more user friendly. The product development strategy associated with the delivery of the Apple iPod enabled the organisation to increase its customer base, brand awareness, brand into the music business, and utilise the iPod’s success as a platform in establishing the iTunes Music Store.
The Business plan on Apple Computer Corporate And Business Strategy
APPLE 2002 CASE ANALYSIS STUDENT NUMBER 899 Executive Summary Apple began with the mission to "change the world through technology." More specifically, the company sought out to make the personal computer an accessible and affordable device to the mass market. The proliferation of new software and hardware technology drastically changed the landscape of the industry and Apple adopted a ...
This shows that a product development strategy for entry into a new market is successful; it may lead the company into introducing more innovative products into the same market or parallel markets, such as in the introduction of iPhone into the smart phone market, and most recently the iPad into the slate PC market. Apple’s branding strategy focuses mainly on emotions. It centers on a person’s lifestyle, imagination, his passion, hopes, dreams and aspiration, and lastly empowering the people through technology.
The Apple brand personality emphasizes on making people’s lives easier and it is a company with a genuine connection with its customers. Apple try’s to brand the business around customers; every aspect of the customer experience is relevant. Every contact with the customer must be a reinforcement of the brand’s values. The brand is currently expanding by opening retail stores in high-end shopping districts in major cities around the world. The brand provides expert staff to selected stores; it has formed alliances with other companies to distribute its products (like with HP for example, who pre-loaded iTunes into its PC’s and laptops).
The brand has also increased its accessibility through the expansion of its online stores. Through its retail stores, Apple is able to offer customers a direct experience of its brand values. The staff are helpful, knowledgeable and aren’t over enthusiastic. They exude a feeling of belonging to a community that truly knows what good technology should be like and how to adapt it into people’s lives. Walkers Walkers use the ansoff matrix well.
The Essay on Ansoff's Product Market Grid
The Ansoff product-market matrix helps to understand and assess marketing or business development strategy. Any business, or part of a business can choose which strategy to employ, or which mix of strategic options to use. This is one simple way of looking at strategic development options: Each of these strategic options holds different opportunities and downsides for different organizations, so ...
Walkers use of diversification works well as they target their new products to different target markets such as when they campaigned their new product to the different communities through out the UK such as the South Asian community. The Walkers Crisps ‘Chilli & Lemon’ community campaign worked very well. Walkers challenge was to reflect the diversity of modern Britain which meant that walkers needed to target a different audience to the housewife and kid’s audience which Walkers had traditionally targeted. For them to establish credibility and fuel passion, it was crucial they weaved the brand into their target audience’s lives.
Their sponsorship of, and activity around the Asian Lifestyle Show allowed them to have a closer dialogue with the South Asian community and build credibility for Walkers. The highly targeted local media was carefully selected to integrate in to the community way of life, whilst driving awareness and involvement with their target. By tapping into cricket, walkers succeeded in leveraging one of their audience’s true passion points, ensuring their consumers wholeheartedly embraced Walkers. This is how they market their products by developing existing products to new customers or making completly new products to a brand new target audience.
This has allowed walkers to relate to their customers giving walkers a good knowledge of what their customers want and what they will want in the future. Walkers used diversification to target audiences that they never had, they had new customers intrigued, wanting to know what they are going to do and how, In 2008, Walkers embraced the concept of “open innovation”, and used their own customers to generate ideas for new crisp flavors, in their “Do Us a Flavor” campaign. They incentivised their customers by offering the winner ? 50,000 and 1% of future sales of that crisp flavor.
This idea helped walkers to come up with more ideas they did this by using their customers. It is not only great market research, but it helped them understand exactly what their customers want. Walkers market their products by using an all ‘British image’ as to say, they try to associate them selves with Britain as much as possible. They brand Walkers by informing customers that they use ‘100% British potatoes’ their website is designed to look like British farms and also the design on the walkers crisp packet has a fence post with ‘100% British potatoes’ written onto it, This is to introduce some of the same context what the website shows.
The Essay on Target Customer
Target serves a wide variety of customers, from children to seniors, high school educated to college educated, males and females, and low income to higher income. A wide range not only gives Target a large customer audience, but also provides opportunity to “word of mouth” to motivate others to shop at Target. In 2013, Target ranks 3rd in the Top 100 World largest retailer in US, with the market ...
This helps the customer brand what walkers is all about, however not all crisp packaging is associated with Britain such as the Walkers sensations, these are targeted at a more international audience. Gary Lineker is the face of Walkers he is in all the marketing campaigns that walkers introduce, however lately walkers have now shifted the image of walkers from Gary Lineker to the ‘All British’ image.