Marketing Mix of Apple's iPod

Marketing Mix of iPod

Introduction

The company selected for the analysis of marketing mix is Apple Inc. the company offers range of consumer electronic products from personal computers to cell phone as well music devices. We have selected one product of Apple which is iPod among its range of products for marketing mix analysis.

Marketing mix is the combination of different elements and methods of marketing which marketers use to promote the products and services. The aim of using optimum level of these different tools is to generate the desired response from the customers. These tools are employed to the satisfaction of the customers. Marketing mix is considered the most famous terms of marketing.

Marketing mix is the combination of 4P's. These are Product, Price, Place and Promotion. 4Ps to some extent, are four aspects of the product and in the process of successful marketing, the marketers use the best possible combinations of these marketing tools.

Discussion

The most distinguishing part of the 4Ps is that, these are controllable subject to external and internal constraints of a given environment. The aim of the decisions taken to implement the idealistic blend of 4Ps is to generate the positive response and create a perceived value among the customer (Doyle, 2003).

Marketing Mix: Product

Product or service is the actual offering targeted to customers. The decisions related to the product may include the offers of the services, brand name, packaging, appearance, warranty, after sales services, installation, functionality and other functions that may be directly related to the product or service (Kotler et al., 2004).

The iPod has many important features like music download and books and literature download. But by the time, Apple launched the different and distinguishing feature. The latest model of the iPod outpaced the features of the previous additions. Besides, changing the features of the products, Apple also changed the looks and design. The continuous change and improvement in the quality of iPod is the distinguishable feature of iPod. The iPod Nano is another example of Product side of the marketing mix. It was at the time of its launched considered the smallest music devices.

The accessories of the iPod are compatible with other Apple products, and this feature allows the user to remain updated with the changing pace of technological advancement. This feature also gives the user to integrate iPods with other multimedia devices. Other distinguishing features of the iPod are sound system for rooms, camera connector and radio add-on.

Besides these basic features of iPod, the Apple has offered a variety of choice within the product line. iPod was launched in 2001 and by the time company produced a variety of iPods based on memory, size and price. For example, iPod, iPod Nano and iPod shuffle.

Marketing Mix: Price

Price is the most important aspect of the product. Price is also essential part of the segmentation of the market. The expensive brands like Movenpick beautifully used the price aspect of the product to cater the target ...