Apple Ipod

Apple Ipod (nano)

The proposed product is the Ipod (nano), which is a brand of portable media players designed and marketed by Apple Computer. I Pod was a name that Apple registered for Internet kiosks, the uniqueness of this I pod is that the ability of containing high capacity of music storage and downloading video from any electric device. The device of the product features digital music player over 20,000 songs, 25, 000 digital photos, over 100 hours of video and music recorder. The full-sized model is enclose media on an internal hard drive with flash memory. It is also simple to download entire music collection into the ipod and listen it whenever and wherever.

The core target market for this product is young adults and teenagers for both male and female, primarily in USA, Canada, Europe and Asia. Apple I pod will consist the differentiated market segmentation characterized in age, gender and desire for image and creating product desirability mainly to Middle/high class; People who have an enthusiasm to the technology and hobby particularly in music and/or literatures. Since the product highly proposed at the middle to high class, therefore product will be positioned in department stores aligned with prestige products to create a strong, clear and consistent image of the product in the consumer’s mind.

The ipod give an access to consumers to download not only their favorite music but also books and other literature that can be read and listened. The first year object is a .10% penetration of the target market, which this figure is expected to grow by 20 % in the years to come. The $ 175- $275 price point is considered for this product based on competitor’s price.

The marketing strategy we intend to use is the niche strategy, which we aim to develop high promotion and advertising to address a broader market within few years. The leverage differentiate point will include portability, durability, flexibility, the design of the product along with our brand name equity (Apple). Moreover, the Ipod can be used in car and in any other mobile device.

The product engineer’s team assembled with the third party engineers to design the product, which joint with PortalPlayer as a chain of the designing team. Once our product designing engineers and PortalPlayer became partners, the designing team will develop a base platform for a variety of audio systems, including portable digital music devices, audio systems and streaming audio receiver. The designing group is assigned to assemble a layer of clear plastic, tremendous depth of texture, and building each unit efficiently. The product design process rotate around concentrating in making and remaking models to adventure the new concepts of Materials, processes, product architecture and construction are huge drivers in design. The different cross functional teams also participate in product design, Packaging, Safety, Hardware Engineering, EMC, and Marketing.

The designing of this product assigned specifically by product manager to include:

Dimensions: 3 ј (H),3 (W) 1 1/8(D)

20Gb hard drive and a 2.2" color LCD screen capable of 320 x 256

USB cradle, easy PC connection