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iPod Phenomenon

iPod Phenomenon . Team 9 Cristina Lane Alexandra Pagliuca Brendan Sullivan Mike Fiorini. What is an iPod?. iPod is a brand of portable media players designed and marketed by Apple launched on October 2001 Has become a cultural phenomenon

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iPod Phenomenon

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  1. iPod Phenomenon Team 9 Cristina Lane Alexandra PagliucaBrendan Sullivan Mike Fiorini

  2. What is an iPod? • iPod is a brand of portable media players designed and marketed by Apple • launched on October 2001 • Has become a cultural phenomenon • everyone has one, it’s the “walkman of 21st century” • It’s changed the way people use music “music whenever, wherever”

  3. Different Models Classic Mini Nano Shuffle Touch

  4. The latest trend The iPod Touch

  5. What sets iPod apart? • It’s slimmer, more attractive • It has more features • most importantly, the way Apple advertises and markets • iPod’s advertising sales rocketed due to the duo of the portable music player and iTunes, a legal form of downloading music

  6. Key Features • Shuffle: • Video: • Photo: • Podcasting: people can listen to radio broadcasts and DJ sets without the interruption of commercials

  7. iTunes Software • Apple's iTunes software come with iPod • It transfers music to your iPod from your computer

  8. Marketing iPod • broad access point for marketing • designed to appeal to current Apple consumers as well as new Apple customers • required using retailers like Best Buy and Circuit City to Apple’s existing channels and company stores resulted in an increase of outlets from 4,000 to 21,000

  9. Methods • uses both push and pull advertising. Pull helped drive the popularity of the iPod • reached market domination through combo of product innovation and clever marketing (elaborate here)

  10. Ad Campaigns • the Silhouettes campaign (ppl dancing in silhouette in front of neon backgrounds – portrayed it as cool – and for anyone (kids, ppl wearing suites, etc) show video also in print ads – “iPod. Welcome to the digital music revolution, 10,000 songs in your pocket. Mac or PC.”

  11. Ipod is everywhere • there was strong PR, buzz, and word of mouth

  12. Halo Effect • by October 2007, more than 199 million iPod’s has been sold worldwide and contributed one-third of Apple’s corporate revenue. • Halo effect (explain this) helped market share in retail computers of more than 3% point in recent years

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