Professional Documents
Culture Documents
Agenda
Company Overview
History of Product
Strategic Issue
Situation Analysis
Strategic Response
Key Reasons for Success
Lessons Learned
Company Overview
1976-1980 : The Early Years
Established on
“April Fool’s”
day in 1976 by
Steve Jobs & Wozinak,
both college drop outs
1976-1980 : The Early Years
10 GB & 20 GB
Third Generation
Thinner
Place
TV Commercials
Print ads (music, sports &
Apple opened its stores in
men Magazine)
Strategic Response
The first commercial for iPod aired in 2001.
Strategic Response
Brand Position
iPod positioned itself as the best MP3
player.
Ability to Build Brand Equity
Identity
iPod changed the game in the brand identity.
iPod differentiated itself from MP3 player
Integrity
iPod perceived to meet customers’ expectations.
Resonance
iPod got connected to customer lifestyles & aspirations.
Is it a success or a failure
???
Differentiate yourself.
Questions?