new product marketing- Ipod
A new product can be defined under five categories according to Crawford and Di Benedetto (2004): new-to-the-world products, new category entries, additions to product lines, product improvements and repositionings. The Apple iPod applies to the new-to-the-world category in that the product has revolutionised the existing product category of music storage and has re-defined the industry.The iPod was launched by Apple Computer in October of 2001. The small portable digital music player has revolutionised both the computer and music industries and has created a consumer frenzy worldwide. The iPod is proving a colossal hit on the electronics and entertainment home grounds of countries internationally. The small machine has caught on as a fashion statement, turning into a cultural icon, wining a fanatical following in the US, Australia, France, Germany, the UK and Japan. The iPod has outpaced Sony's hard-drive Network Walkman, who has dominated the portable music industry since its launch of the Sony Walkman in the 1979.The iPod has an endless list of achievements within the corporate world among increasing Apple's brand name value an impressive 24% to be ranked 43rd on Interbrand's top 100 list (Japan Consuming
None of these factors on their own is enough to make the iPod a success; their combination, through deft and creative implementation of function, is what makes the difference. It is not an overstatement to say that both the iPod and iTunes represent a model for the future distribution of music and illustrate the markets overwhelming response to this new product. As a result Apple fell from controlling 20% of the total personal computer market to 5% by the end of the decade (World History, 2004). However the product is already surrounded by controversy over claims of Apple technological superiority. The Apple iPod launch was accompanied by a major print and broadcasting marketing campaign that connected with the consumer and increased its brand value and awareness. What differentiates Sony from Apple is the implementation of those functions and the capacity to provide the consumer with value and meaning in their outward expression. Accessed via the World Wide Web 20th August 2004. The iPod was launched into both the music and computer (PDA) markets in 2001. It failed, but was clearly many years ahead of its time. Functionality and ease of use The influence of the Apple brand power behind the product Fashion element associated with the product (cultural icon) - marketing campaign influencing brand and product superiority.
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