Apple used to be known for high priced, but elegant, hardware. That is no longer the case. This article provides a nice example of two concepts that you will cover when you get to Price. A skim price policy is offering high prices on products to a smaller market before moving later to more price sensitive customers. A penetration price policy tries to sell the whole market at one low price. In the old days Apple was a niche player known for high prices. Now it owns some markets (tablet computers, smartphones, portable music players) and benefits from economies [Continue Reading …]
There are plenty of articles (even a whole issue of BusinessWeek) paying tribute to Steve Jobs this week. As much as we respect Jobs, we weren’t going to join the chorus because we didn’t have anything new or marketing-specific to say. Then we found this 1997 video of Steve Jobs talking to Apple staff. Jobs had recently returned to the company he founded (he had been unceremoniously booted in 1985). In the video Jobs explains what he thinks “marketing” is — actually explaining positioning — and introduces the new “Think Different” campaign. “To me, marketing is about values,” he said. [Continue Reading …]
This article “ The iPad Leads Apple to the Elderly ” (describes how the ease of use of the iPad appeals to the elderly. The examples are mostly from Japan — where a fast growing elderly population make it a prime target market. The examples here work when talking about opportunities (chapter 2 in our books), demographic trends or market segmentation. What else could Apple do to make the iPad more appealing to this target market? Think about all 4 Ps.
If the “Get a Mac” campaign is winding down, you may want to review it. Over at AdWeek’s AdFreak.com you can see all 66 (as of this writing) TV spots at “ Apple and TBWA’s ‘Get a Mac: The Complete Campaign .” The campaign started in May 2006. Here is one of the earliest ads in the series from October 2006.