Marketing

Marketing

Marketing Objectives
•Set an aggressive buy achievable objective for the first and
second years of market:
1. First-year Objectives - We are aiming for a 2 percent
share of the U.S and U.K. PDA/Phone market through
unit sales volume of 445,000.
2. Second-year Objectives - are to achieve a 10 percent
share based on sales.
•Extend on the Apple brand name and link to the established
meaningful positioning.
•Extend on Apples image of innovation, quality, and value.
•Measure the awareness and response in order to make
adjustments to the marketing campaigns as necessary

Differentiate the iPhone from other PDA’s on the market.
•Primary customer targets is the middle-upper income professional
to coordinate their busy schedules and communicate with
colleagues, friends and family.
•Secondary consumer targets are high school, college and graduate
students who need one portable multifunction device.
•Primary business target is to partner with :
•large cell phone service providers, AT&T, Verizon,
Sprint and Cellular One
•large enterprise software firms where information is
critical to the end user

econdary business target is mid-to mid-size corporations that
want to help managers and employees stay in communication or
access critical data on the go.
•Market segment will consist of companies with $10-$50 million in
annual sales.
Positioning
•Using product differentiation, positioning the iPhone as the versatile,
convenient, value-added device for personal and professional use.
•Focus on the convenience of having one device for communication,
but also music, pictures, and video, and full Internet access.
•The iPhone will be promoted as both professional and hip

Brand positioning stragety
Political Situation
•Taxation is something that governments put and Apple should be
study this as country by country case to anticipate profitability, and
pricing strategy.
•Importing laws in the world with GATT...