APR Jabbuka Business Case Competition

Marketing Plan for APR Jabbuka Promotion and selling in Montenegro

Lutovac Marko

Company facts
Apple Inc. Revenues of US$ 24.01 billion, 20.000 employees APR Jabbuka
Located in the city center Expanding its retail store in near future No promotion

Products
Ipod series iMac, Mac mini Mac Book, Mac Book Pro Mac OS X v10.5.2 Leopard iPhone

No !

Mac Book Air Final Cut Studio 2 & Aperture 2

Market size and potential

Estimated market size by ICD Report :
IT Spending IDC 2006 Report Montenegro (eur mil) 31 IT Spending growth 2007 2008 2009 2010 2011

35 40 46 52 58 14,0% 14,0% 14,1% 14,2% 12,4%

IT spending per capita is 51 euro p.a. with annual increase of 14 %.

Competitive intensity
Two large competitors KimTec - part of M SAN Group
15 milion euros of revenues 250 partners in Montenegro

Trade Com - part of Com Trade Group

50 cooperation contracts Apple products distribution

Mp3 players, 3G cellphones

SWOT Analysis
Strenghts
High quality products Location in city center Inovations Strong brand name Intel chips Try out practice and polite staff

Weaknesses
High price Small retail space No significant promotion so far Weak presence and shorth reach

SWOT Analysis
Opportunities
Growing rate of IT spending of 14 % Expanding the shop Launching Mac Book Air & iPhone Possible partnerships

Threats
Stiff competition Overloaded market and high substitution effect Trade Com offer Apple products on Mne market Copyright law

Market segmentation and targeting

Geographic segmentation Demographic segmenation
Tennagers Students Young proffesionals computer and design experts, architects and businesmen Upper midle class and upper class

Psychographic segmentation
Sharers & Experiencers vs Maintainers & Controllers Nokias diagram :

Behavioral segmentation
Computer experts, video and photo designers Businessmen Teenagers, students ( generaly young people) Status hunters

Promotion strategies
1. Free documentary about Apple products and Jabbuka shop coverage 2. Official oppening of shop
PR Center 300 euros Media attention High number of visitors Pre-promotion flyers 100 euros

Promotion
3. TV advertisments
Partnership with some TV Station that suits best the targeted segments A lista Careful planing and finacing it Best way to show tangible elements of product

4. Promotions of new products:

Creating publicity Free on the air advertisment Making news Possible partnerships regarding iPhone

Promotion
5. Post Office Advertisments
1.350 eur for 50.000 households in Podgorica 3.500 eur for 200.000 housholds in Montenegro More efficient than radio, daily newspapers, magazines Higher coverage

6. Possible option Internet advertisement

cafemontenegro.com Fixed banner 2000 euros per month

Sale strategy
Personal selling Online store Premium price strategy - discounts Store interior Polite and skilled staff Technological experts Promotion and direct sale workers RM practice

APR Jabbuka

Thank you for your attention!

Lutovac Marko

Brand and positioning

Think different Cool design High technology Having fun Simplicity, attention to detail, ease of use, creative thinking