Free Your Music
...4
The Product 4
The Marketing Plan 4
II. SITUATION ANALYSIS 5
INTERNAL ANALYSIS 5
Strengths 7
Weaknesses 7
EXTERNAL ANALYSIS 7
Social Trends 7
Technological Trends 7
Economic Trends 8
Legal/Regulatory Trends 8
Competitive Trends 8
International Trends 8
Market Size 8
III. MARKETING OBJECTIVES 9
Mission Statement 9
Overall Objectives 9
Marketing Objectives 9
IV. MARKET SELECTION AND TARGET MARKETS 10
Demographic Groupings 10
Market Size, Buying Decisions, and Target Selection 10
V. POSITIONING STRATEGY 12
Competition 12
Analysis of Competition 12
Market Competitiveness of Product within Competition 12
VI. PRODUCT 13
Total Product 13
Classification 13
Lifecycle Stage 13
Competitive Differences 14
Packaging 14
Warranty 14
VII. PRICING 14
Objectives 14
Approach 15
Comparison to Competition 15
MSRP 15
VIII. DISTRIBUTION 16
Current Methods 16
Opportunities 16
IX. PROMOTION 17
Current Awareness 17
New Awareness 17
Strategy 18
X. CONCLUSION 18
Implementation Timeline 18
Measuring Results 19
Control & Accountability 19
The Bottom Line 20
XI. REFERENCES 21
Figures and Tables
Figure 1: Portable digital music player market share 6
Table 1: Target markets for Bluetooth wireless technology enabled iPod 10
Table 2: Suggested MSRP for various iPod models equipped with Bluetooth wireless technology. 15
I. INTRODUCTION
The Product
For several years, the iPod has dominated the portable digital music market. As its functionalities expand to include video, photo, and other multimedia capabilities, it is important for the player, itself, to keep pace with the latest technological trends. To do so, it is our proposal that Apple Inc. incorporate Bluetooth wireless technology into the iPod. Bluetooth technology uses a short-range radio frequency to allow devices to communicate with each other wirelessly....
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