iPhone marketing plan 市场策划.docx

iPhone marketing plan 市场策划.docx

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iPhonemarketingplan市场策划

1.iPhonemarketingplan

YesterdayI’vefoundaveryinterestingdocumentonGoogleGroupsanddecidedtopostithere.

iPhonemarketingplan

MarketSummary

TheiPhonetargetsconsumerswhoneedtostoreinformationandcommunicateorpeoplewhowantentertainmentonthego.Applestargetsegmentsconsistofprofessionals,students,corporateusers,entrepreneurs,andhealthcareworkers.Currently,themarketforhigh-endphonesliketheAppleiPhoneissmall.FewpeoplewantInternet,video,andPDAfeaturesinonedevicebecauseofthehighprice.Thesmartphonemarketisstillrelativelysmallcomparedwithgeneralphonemarket.Themarketwillrapidlyincreaseincomingyearsduetolowerpricesandgreaterpower.

SWOTAnalysis

Strengths

Innovative–TheiPhonehasaninnovativetouchscreenthatispatentedandunmatchedbyanyothermobileproducttoday.Italsohasmanyfunctionsofothermobileproductsallinonedevice.

Compatibility–ThephonewillworkwithiTunesandwithotherMac/AppleproductslikethenewAppleTV,allowingforwirelessconnectivitytothebigscreen.TheiPhoneisalsocompatiblewithmanyMacOSsoftwaretools.MacOScompatibilitymeansthattheiPhonehaslimitlesspotentialforupgradeability.

Ease-of-Use–Theall-newtouchscreeninterfacemakingoperationsextremelyintuitive.ItisradicallydifferentfromthoseofotherphonesorPDAsthatrecognizesmultifingergestures,justasthehumanhandnormallybehaves.TheMacOSXapplicationimbeddedintotheiPhoneassuresuserswilleasilyrecognizewhattheycando

Brandawareness–AppleiswellknownforcoolessentialgadgetsliketheiPodsalonggreattechnologicalinnovationsliketheoriginalMacintosh.

Price–At$350,theiPhonewouldbesoldatareasonablepriceforitsvalue.ItoutperformsanyotherPDAorsmartphoneonthemarketandtheconvenienceofhavingmultiplefeaturescombinedintoone-deviceincreasesitsoverallvalue.

Quality–TheiPhonehasoneofthebrightestandmostscratchresistantscreensinthemarket.Italsohasafinemetallicfinishthatisdurableandlight.Thesoftwaresuiteincludedisalsounsurpassedwiththeireaseofuseandresistancetocomputerviruses.

Weaknesses

Image–TheApplebrandisnottargetedtowardsbusinesspeople,whichmostsmartphoneshavetargeted.Doesnothaveareputationasbeingcompatiblewiththecorporateworld.

Price–Appledoesnotyetofferlowerpricedmodelsformorecostconsciousconsumers.

UserInterface–Touchscreeninterfacessufferfromtheproblemof“gorillaarm,”inwhichlong-termuseofaflat,solidsurfaceforinputbecomesuncomfortable.

Opportunities

Increasingdemandandexpansiontoanewtargetsegment–Applewillcontinuetotargetthebusinessproductivitymarketwhowantsanallinonecomputingsolution.Butastechnologyadvancesandsmartphonesgetcheapercompaniesalsohaveagreatopportunitytotargetpeoplewhowantentertainment.ApplewillattracttheseconsumersandgetiPoduserstoupgradetoiPhones.

Upgradeable–SincesoftwareontheiPhonecanbeupdated,itallowsnewexcitingfeaturestobebroughtinwhichtakeadvantageofthetouchscreenability.Futureversionswillalsobehardwareupgradeable.

Partnerships–ApplecancollaboratewithmanypowerfulglobalmobilephonecompaniestofloodthemarketwithiPhones,whichreducescostsinmarketingandincreasesrevenuethroughlong-termagreementdeals.

Threats

Increasedcompetition–Smartphonesareeasiertomakenowmorethanever.Morecompaniesmayenterthemarket,giventhattherearefewbarrierstoentryotherthanpatents.CompetitorsorevenApplecontractorscanmaneuveraroundpatentstocreatesimilardevices.

Downwardpricingpressure–TheiPhoneismarketedasahigh-endphone,butphonepricesarealmostcertainlygoingtofallwhenothercompaniesundercutthepriceofiPhones.

DifficultyexpandingintoAsianmarket–ThereislesshypeandinterestinAsiasincesmartphonesarebetterknownandalreadywidelyused.

CompetitionSWOT:

Palm（directthreat）

Strengths

Experience:

PalmhasthelongesthistoryinPDAmarketandhasexperience-developingsoftwareformobiledevices.

Businessbrand:

Itisawell-knownbrandforbusinesspeople.Existingsoftwareiswellestablishedandcompatiblewithmanyproductsforthismarket.ThemarketisfamiliarwithPalmproducts;significantswitchingcostsareinvolvedingoingtoaniPhone.

Weaknesses

Lowprofile:

Notknownforgroundbreakinginnovationsorconsumermarketplaceproducts.Palm’sclosestiPhonecompetitor,theTreo,haslowerbuildqualityanditsinterfacemaybehardertouse,beingfromanoldergenerationofproductsandunfamiliartoApplecustomers.

Interface:

ReviewscomplainthattheTrio’skeyboardissmallanddifficulttouse,especiallyforaccessingtheInternet.Althoughsomeusersmaypreferhavingakeyboardbuiltintothedevice,potentialusersshowapreferencetowardsusingthetouchscreenonly.

Opportunities:

Similarity:

PalmcanaddmanysimilarcapabilitiestotheirproductsthatmatchtheiPhoneandexpandtoawidermarketthroughlowercostandhigher-powerproducts.

Threats:

Increasingcompetition:

NewcompetitorslikeAppleareenteringthemarketandPalmwillfacedifficultymaintainingitsmarketshare.

Microsoft（indirectthreat）

Strengths:

Financialflexibilityandcapital:

Microsofthaslotsofmoneyanddevelopmentresources.

Compatibility:

Thereisalargeamountofsoftwarealreadyavailable,suchasWindowsCEoperatingsystemformobiledevices.WindowsCEis"proven"technology,justlikePalm'ssoftware.

Brandname:

Microsoftisknownworldwideforitssoftwareproducts.Businesspeoplearelikelytoorderitonthestrengthofitsname,whereasAppledoesnotmake

"businessmachines.”

Weaknesses:

Previousfailuresinhardware:

Zunehavenotbeensuccessfulorprofitableforthecompany.

Image:

LacksApple’scoolimageandcustomersatisfactionrates.ManypeoplehateWindowsandwillrecoilatthethoughtofusingaphoneversion.

Opportunities:

Newhardwaremarket:

MicrosofthastheabilitytocreatesmartphonehardwarebasedonWindowsCEandalreadymakesaniPodcompetitor,theZune.Thisopensupanothermajorfrontinthecomputerwars.

FurtherWindowsOSandOffice:

MicrosoftcanexpandthereachofitsdominantOSanditsOfficeSuite,whicharehugecashcowsforthecompany.

Threats:

MarketSaturation:

ThemarketistoocompetitiveforacompanylikeMicrosoft;Microsoftisstrongwhentheyhavesingleproductstofocusonandovercome.Inthesmartphonemarket,onesizeisnotlikelytofitall.Itisafast-pacedmarketandsubjecttofadslikeMotorola'sRAZRphones.

ProductOffering

Multi-touchscreen–manyrecentproductshaveusedtouchscreenssuccessfully.Digitalsignaturesaremadewithtouchscreensnow;kiosksinsupermarketsandretailstoresusetouchscreensastheirmaininterface.TheNintendoDSgameconsoleusesatouchscreentoaddmoregameplayoptions.

Phone–Mobilephonesareverycommonnow.Otherfeaturesinadditiontophonefunctionalityhaveenhancedtheabilitiesofthephone.Thephoneiscomesincludedwith3Gtechnologiesforhigherconnectionspeeds.ItalsosupportsWi-Fi,EDGE,andBluetooth.

Camera–offers2-megapixel-cameraresolution,whichisbetterthanmanymobilecamerasoutthere.Consumersconsideritamarketstandardfeatureonhigher-endphones.Ithassyncingcapabilitieswithimage-managementsoftware,sothattheprocessoftransferringphotosisconvenient.Thereisapossiblevideorecordingfeature.

iPod–Universallypopularmusicdevice.iTunessoftwareandstoreoffersincomparablecompatibilityandeaseofuse.

Internetcommunicator–iPhone’sdesignistailoredtoInternetuse;thewidescreenandtouchscreenmakeInternetuseeasyandconvenient;themultitudeofwirelesstechnologiesmakeiteasytoconnect.

Style–iPhonehasdistinctivedesignextendingApple’swell-knownstyling.

OSX–Stable,wellknown,elegantoperatingsystem.StylecomplimentsiPhone’sstyle.ThismakestheiPhoneveryuniqueandaddsa“coolfactorneverpresentwithsmartphones”.TheiPhonesoftwareiscompatiblewithallthesoftwarefoundonaregularMac.

Built-inbattery–iPhonehassuperiorbatterylifeandiseasytorecharge.5hoursofvideoplayback.Talktimeis16+hours,comparabletomarketstandards.

Headphoneswithbuilt-inmicrophone–Marketstandardaccessory.BeautifullydesignedtofitwithApple’seyeforaesthetics.

Loudspeaker（two-way）–thisfeatureisusefulforsituationswheremicrophoneisinappropriate;eg.Boardroomconversations.

SynchronizationwithiTunes,iCal,AddressBook–Thisismarketstandardfeatures,butwithApplebrandinganduserfriendliness.

Distribution

oAT&TandeventuallyothermajorcellularproviderslikeVerizon.Goalisavailabilitywithallphoneproviders.

oPurchasabledirectfromAppleonline,andfrommajorthird-partyonlineretailerslikeA.

oApplestoresinU.S.,Japan,U.K.,Canada,andworldwide.

oAllmajorelectronicsretailers:

Wal-Mart,BestBuy,CircuitCity,etc.

MarketingStrategy

OBJECTIVES-Wehavesetanaggressivebuyachievableobjectiveforthefirstandsecondyearsofmarket

oFirst-yearObjectives-Weareaimingfora2percentshareoftheU.SandU.K.PDA/Phonemarketthroughunitsalesvolumeof445,000.

oSecond-yearObjectives-Oursecond-yearobjectivesaretoachievea10percentsharebasedonsales.

AnimportantobjectivewillbetoextendontheApplebrandnameandlinktotheestablishedmeaningfulpositioning.ApplehasinvestedheavilyontheiPodbrandandweplantocapitalizeonthebrandwhenmarketingtheiPhone.WewillextendonApplesimageofinnovat