iCam

4/20/12

Unique Selling Proposition:

iCam
4/20/12

An enhanced photography experien assuring you of the best picture quality and features that complement your PC so that yo can do all that you have ever imagined wit your photos in a compact, sleek and mor importantly easy to use camera

Product description :

A camera that is sleek and simple delivering smart photography with full-touch interface. The defining feature of this camera

Common features across all specifications:

Weight: - 135-150 gms Optical zoom:- 4x-1 Storage capacity:- 64 GB internal memory

iCam
4/20/12

Capture: HD 1080,LED flash, face detection, auto balance, Reduced motion blur, Red eye correction Software:- Aperture 3, iCloud, ilife11 Display :- Retina display; Backside illumination sensor Wi-Fi: - 802.11n;Dual-band (2.4GHz or 5GHz)

Type: LED-backlit IPS TFT, capacitive touchscreen Size: 640 x 960 pixels, 3.5 inches (330 pi density) Multi touch : Yes Height: 3.8 inches Width: 2.31 inches (58.6 mm) Depth: 0.37 inch Weight: 4.9 ounces (140 grams)

iCam
. 4/20/12

Display :- retina display ,highest resoluti with 800:1 Contrast ratio. Finger print resista oleophobic coating on the user interface

Lens used:- Custom advanced optical len with larger aperture. Provision for interchang lenses in 24 MP camera. Preferably Carl lens

Apple
Apple Inc. is an American multinational corporation that creates consumer electronics, computer software, and commercial servers. q Its core product lines include the Tablet PC line iPad Smartphone line iPhone Portable media players line iPod Personal Computer hardware line iMac Applications/ software line - These are based on its products which include Mac operating system, iTunes, iCloud, iLife, iWork, Aperture, Final cut studio, Logic Studio, Safari web browser and iOS-mobile operating system.
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Brand APPLE : Apple is the worlds most valuable consumer-facing brand. Core values: Ease and simplicity, Quality, Design and Innovation Core competence: Delivering exceptional experience through superb user interfaces 4/20/12
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Worldwide Camera There was a strong outlook for the demand of Market digital cameras even in the economic downturn
especially in the developing economies. Technological innovations, falling prices due to increased competition, rise in the usage by the youth segment, increased purchasing parity, gradual establishment of perception of photos as memories and as a part of ones possessions for a lifetime. Steady growth in the sales of high-end cameras especially that of interchangeable lens by 2.3% Saturated Digital camera markets in USA,UK and Japan(4.5% decline) noticeably.

Very close follow-up by the camera players in the market with no significant market leader owing to 4/20/12 increased sharing of features provided.

SEGMENTATIO N

TARGETING

Based on factors of: Technological awareness and adoption Premium product purchase Apple brand loyalists Age segment Need for an integrated Camera driven by passion towards treasuring memories

Market segments to target: High-income earners, Apple brand loyalists, young population, medium to high awareness about technology with the novice segment also specially focused and those driven by a need to improve their photography experience. Market targeting approach: Undifferentiated marketing strategy 4/20/12

POSITIONIN G Differentiation is based upon Product features and the brand image.
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Differentiating features in positioning the product: Apple brand image, Sleek, Simple to use, Similar interface as that of existing apple products, exceptional picture quality, Highly integrated with the web and several applications and all of this delivered in a compact camera.
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Overall positioning strategy: Premium priced product delivering stellar performance.- Hence more for more strategy implemented.
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Worldwide market share-Digital Camera Sales

Competitor Analysis

4/20/12

Sonys and Samsungs launching new mirror-less digital cameras helped them obtain more market share In the market for cameras with interchangeable lens, or single lens reflex cameras, Canon controlled 44.5 percent of the market, followed by Nikon with 29.8 percent and Sony with 11.9 percent Absence of marked differentiation between the competing products hence leading to adoption of price-competitive strategy Potential Competitor Products and their disadvantages:

NIKON COOLPIX S70 Touch screen camera : Poor Touchscreen sensitivity, careful maintainence. SAMSUNG ST550 : Low battery life PANASONIC LUMIX (ZS10/TZ20) SONY - T series cybershots : Low clarity; Poor 4/20/12 life battery

How Apple iCam benefits from the present scenario

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Opportunity present for a radical and innovative product that revolutionizes the marketplace by introducing an array of new product features that were not previously associated with digital cameras. Introduction of a premium priced product in a market driven by low-cost pricing strategies. Lack of proper brand differentiation in the camera market and also leading to high clutter of jumbled product information .Apple iCam could capitalize on the fact that it gets to promote its brand extensively thereby creating marked differentiation awareness of its product. Increased importance given to photos as projection of life. Hence, the integrated features add an extra edge to the connectivity aspect giving a first-mover advantage. 4/20/12

Pricing
Expected Costs per unit : Retina display: $ 30 NAND type flash:$ 27 A4 Processor: $15 Lens: $50 Extended battery life: $10 Embedded features like Wi-fi, GPS, media-port etc : $50 Applications: $150 Operating system: $70 Touch interface: $30 Approximated value: Around $500 Price position: Premium with high margin enabled by the applications amongst other factors. Increased price to cater to high margin banking on the fact of the USP of the product 4/20/12

Distributi on
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Apple currently has business all over the globe and has its own distribution channel which is niche by its characteristics. With Apple having its own physical distribution outlets as apple stores around the globe, as well as a website providing information to various countries , the distribution network of apple is quite exclusive by nature. The product would hence be available at the established Apple stores or Online Apple store portal thereby creating an exclusivity factor associated with Apple iCam as like any other Apple products. Creates a marked customer- experience by the intensive concentration on its products and buyers which might not be assured if distribution is done through an external retailer.

4/20/12

Promoti on
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Extensive promotion efforts to create awareness , interest, desire to own and to reinforce the brand apple Advertising: Highest concentrated efforts in this promotional tool wherein TV commercials, Billboards, Online and Print advertisements etc are the most used media to reach out to the customers and deliver the message about iCam Personal selling: Through apple store employees at several customer touch-points Sales Promotions: In-store displays in selective retail outlets, buzz marketing Public Relations: Follow up on the apple core-values and image at every instance; utilize social networking sites

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