Target markets: iPhone’s marketing strategy is to differentiate the iPhone from other PDA’s on the market. One of our primary customer targets is the middle-upper income professional that need one portable device to coordinate their busy schedules and communicate with colleagues, friends and family. Our secondary consumer targets are high school, college and graduate students who need one portable multifunction device. Mainly this market will be replacing their iPod and cell phone with the iPhone.
Our primary business target is to partner with large cell phone service providers, AT&T, Verizon, Sprint and Cellular One; As well as large enterprise software firms where information is critical to the end user. Are secondary 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. This market segment will consist of companies with $10-$50 million in annual sales. These are entrepreneurs and small business owner who need an all-in-one device for work and play.
Positioning: Using product differentiation, we are positioning the iPhone as the versatile, convenient, value-added device for personal and professional use. The marketing strategy will 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.
Product: The iPhone will have a full year warranty along with an optional three-year Apple Care warranty. We will package the iPhone as tastefully as all Apple products are. Special editions of the iPhone will also be introduced including the iPhone Beatles Edition celebrating the 40th anniversary of Sgt Pepper. We will be shipping in 2008 a cheaper less advanced iPhone along more advanced version of the iPhone designed for professionals with these additional features:
• Larger, removable disk storage capacity – support for USB memory sticks, digital...