Download - iPad Brand Strategy
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S T R A T E G I C B R A N D M A N A G E M E N T – U . C . B E R K E L E Y
F I N A L P R O J E C T :
P A N I N E E P U T W A N P H E N
M A R C H 2 0 1 0
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Agenda : RecommendationiPadApple overview
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Apple Brand Equity
Key Success Factors and Competitive Advantages
Apple Core Values
Apple brand persona
Source: Interbrand 2009
Best Global Brands in 2009
1. Coca-Cola 68,734 ($m)
2. IBM 60,211 ($m)
3. Microsoft 56,647 ($m)
4. GE 47,777 ($m)
5. Nokia 34,864 ($m)
6. McDonald's 32,275 ($m)
7. Google 31,980 ($m)
8. Toyota 31,330 ($m)
9. Intel 30,636 ($m)
10. Disney 28,447 ($m)
20. Apple 15,433 ($m)
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Apple share price since 1984
iPod
Jobs becomes permanent CEO
iPod Nano , Video iPod
Intel partnership
iMac Core Duo
iPhone
Mac III and Mac SE
Powerbook100
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KSF’s SCA’s
•Access to technological expertise•Ability to manufacture hi-tech products•Distribution channels (direct and retail)
•The user friendliness and innovative design of their products•Their creative marketing/advertising
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Design and innovation
Ease & simplicity
quality
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What is Apple iPad?
Where is iPad in the market?
Who are their Competitor ?
Who are their target market ?
What are iPad’s Pricing and Channel Strategy ?
Recommendation
Apple iPad
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NATURAL size to watch and read
- 9.7 inch LED screen - large size screen for tablet device- 1.5 pounds- 1/2 inch thin in size
Full capacitive multi touchConnectivity
Wi-Fi and 3G supported
Web, Email, and Maps
Battery Standby time: Over a monthUsing time: 10 hours
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Ebooks and Publishing FeaturesThrough iTunes and iBooks App, anytime users can download and use it.
TV, Movies and Video
Game ,EA and others are going to build some amazing games on this platform. there’s already a big library in its collection.
Productivity and iWork
More Big Size Screen, More Powerful Sound!
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Brand Name
Master Brand
Slogan
Sleek Design
Magical and Revolutionary Device at an unbelievable price
iPad
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• A Magical and Revolutionary Product at an Unbelievable Price
Brand Position:
• Apple iPad is the best way to experience the web, email, photos and video.
• Hands down.
Value Proposition:
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• To position the Apple iPad as the best way to experience the web, email, photos and video. Hands down.
Vision/Mission:
• Craft the Apple iPad’s brand positioning strategy to focus on driving a new device category by evolving its value proposition
Brand/Marketing Objective:
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Unit Sold for Major Apple Products (by Entry Price)
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iPhone
• Audio/Music• Video Game• Internet Content• phone
iPad
• Book• Newspaper• Magazine• Dynamic Games• Audio/Music• Video• Authoring
(Works)• Education• Presentations
Mac
• Everything But heavier/more expensive
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POP POD
Portable/Mobile device market
•Affordable
•Portable
•Long Battery life
•Internet-based usage
•content consumption
•Thin design
•Enhanced multi-media
√the best device (top-tier user experience) to
enjoy the web, email, photos, and video
√a device that provides more functionality than
that offered by single-purpose e-readers, like
Kindle.
√a device that provides many functions that
users are looking for, including videos, music,
reading electronic books, using maps, etc,
(better than netbooks can)
√a device that have the best design
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Archos 9
Media Tablet
Qooq
Cooking Tablet
HP Tablet
OpenPeak
OpenTablet
Apple iPad Tablet?
Media
Kitchen
1990s 2009 2010
First coming of tablets…• Limited software / ecosystem
• Limited CPU/Gfx performance
• Premium pricing
e.g. Apple Newton, Microsoft Tablet
PC
Why is it different this
time?• More SW choice, but fragmented
• Higher CPU/Gfx performance
• Connectivity (Internet)
• Emergence of App-Store
• New ways to interact (multi-touch)
2010(Mu) 2013(Mu)
Citigroup 1.1-2.3 20.0-70.0
NPD 1.3 2.0
IDC 0.5 1.8
ICD Ultra 7”
Tablet opportunity: Analysts
divided
BenQ
Apple Newton
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Segment Worth (based on size, SPP, willingness to pay)
Lik
eli
ho
od
of
Su
cc
es
s E-readers
NetbooksiPhone/iTouch users
Tablets
Market Data Snapshot:
~75M current iPhone/ITouchusers~40M Netbooks sold in 2009~6M E-readers sold in 2009~1M Tablets sold in 2009
The Netbook is not an experience people are going to continue wanting to have… When they play with the iPad and experience the magic of using it... I have a hard time believing they're going to go for a Netbook.“
---Tim Cook, Apple COO, 2/24, Goldman Conf
“The iPad, though a brand new category of device, already has a market in the millions of iPhoneand iPod touch users.”
----Steve Jobs, Apple CEO
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Affordable
Portable
Long Battery life
Internet-based usage, content consumption &
basic PC Productivity
$299
$199
$399
$499
Sleek Netbook
Ultra-thin Laptop
Content creation and editing
Productivity applications
Effortless gaming and multi-tasking
Netbook
eReaderFixed Function
E-ink screens
Tablet
Convertible
Thinner designs
Longer battery life
Ultra-portable
Netbook usages plus..
Enhanced multi-media
Evolving and Experimental Larger screen7 – 10.2” Clamshell
Multi-purpose device
Lean-back usage
Touch screen
Flexible
interface
SP
P
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E Ink display and 1-2 week battery life
"The problem is that netbooksaren't better than anything," Jobs said
Amazon recently announced to launch an app store, it would take a while to beat Apple's 140,000-plus list of applications
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Data Producer
Data Consumer
Technologypragmatist
TechnologyEnthusiast
iMac
iBook
iPodiPad
iPhone
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50 Million Units In 2014
We need more than early adopters
Means ….
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Surprise!!!!
Computers are
still too complicated
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* Grandma and Grandpa who rarely
uses a computer?
* Gear heads who love gadgets?
* Book lover and Kindle owners who want more than a one-trick device?
* iPhone ,iPod touch owners who are
comfortable with a touch screen, but want
something bigger?
* Mac owners want a middle ground device
for the coffee table that's bigger than an iPhone, but smaller
than a laptop?
*Student who don’t want to carry heavy
textbook and want to download their e-book anywhere and anytime
they want?
*business person on the go?
?????
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Book lover and Kindle lover
easy to read and more than a book reader device , with
verity selection of e-book and 140,000-plus
list of applications
We will make your life easier
Student
E-textbook with good price and availability plus easy to carry, game, music, movie and internet surfer device (best value device)
Business
presentation, newspaper, business info on the go and movie, book, music on the plane with 10 hr battery
Baby boomer
easy to use device, your grandchild will think you are cool
Gadget and Mac lover
Third device for couch and coffee table and the best way to experience the web, email, photos and video
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Direct sales channels
Online and brick-and-mortar stores
indirect channels
store-within-a-store concept at Best Buy and Apple premium resellers
Over time, Apple’s sales effort could expand to other areas (depends how fast
it ramps)
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Q1’10 Q2’10 Q3’10 Q4’10 2011+
Product: Apple iPad launch event in Feb ’10; inaugurates new category
Positioning: Apple iPad is a unique computing device (between iPhone/iPod Touch and notebooks
Market: Targets an entirely new market
Apple iPad features hammered out for the device launch
Apple kick-starts the developer ecosystem
Apple begins to work with channel partners now that the “secret” is out
Apple iPadavailability expected some time in Q2’10
Continue to improve content for music, media, video and e-books
Add publishing partnerships above and beyond top 5
Consumer Season begins; big advertising splash
Apple iPad success evolves over time in market place
iPad launches on Verizon network and extends carrier partnerships
Apple drives a new market category and solidifies its position as a technology innovator and powerhouse
Consumer Season continues; big advertising splash
Device/Features improve over time; Bolster available music, apps, video and e-books
APPLE iPAD EVOLUTION STARTS HERE
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