Executive Summary
The iPod+ is the latest product in wireless communication: it allows for
wireless gaming, text messaging, sharing music, and sending photos between
devices. Compared to the iPod, the iPod+ has a wider variety of capabilities and
more expansive target market, including middle to upper class individuals aged 12-
35. Sony’s and Dell’s handheld music players are the greatest competition, yet
computers, cell phones, and gaming devices also pose a threat to the iPod+. Apple’s
unique and aggressive marketing for the new iPod+ will convince users that the
device is incomparable to the competition and is worth its cost. Following a rollout
price of $499, the iPod+ will have a significant price drop of $100 within a year. The
product will be sold nationwide in Apple stores, major retail chains’ stores, and
through all major online retailers. The marketing team will promote the iPod+ and its
accompanying “bong” sound on targeted television channels and radio stations; the
product will also be featured in magazines with a focus on the iCommunity, since the
“bong” sound cannot be heard. The marketing budget consists of three main
components: marketing team expenses, advertising, and promotion. Apple’s iPod+
marketing team, which consists of five vice presidents, is confident that the product
will push Apple ahead of its competitors into the direction that the music technology
market is headed.
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2. Product Description
The iPod+ is the latest product in wireless communication. The device’s name
is an acronym for “I Play On Demand, Plus” because its focus is wireless music. It
allows users to download and play music on demand; plus, users can play other
users’ music, play ...