Description of Apple AirPods:

Apple AirPods are wireless earbuds manufactured by the Apple Inc. as the most effective
type of earbuds that one can acquire. They are easy and convenient to use than any other types of
earbuds. They are made in convenient sizes that easily fit in the ear of the user. Apple AirPods
also made in a way that prevents them from injuring the ear, in case they are used while the user
is running or in constant motion. They come in small boxes that act as the carrying cases because
they can be easily lost considering their small size. The storage cases ensure that anyone can
hold them in the hand while not using them thereby minimizing the chances of misplacing the
AirPods (Kahn, 2017). The case also protects them from damage when they are not in use. These
features make the device more reliable for use than other earbud devices.
Apple AirPods also come in different colors especially white and black. The users can put them Commented [C1]: Indentation!

on in a classy way and match them with the colors of the clothes. They have one of the highest
power retention capacities because they can take up to five hours of active usage before they run
out of power. They are the ultimate audio devices that give the users an enhanced sound
experience. It is easy to regulate the volume of the sound of the devices using the Siri software
(Kahn, 2017). The devices can connect automatically to any Apple device once they have been
pulled out of the casing. Their ability to detect when they have been placed in the ear is also an
outstanding component that makes them more effective.
Product and Benefits to the Consumers
Based on the high level of reliability of the Apple AirPods, the devices have many
advantages to its users. The wireless functionality makes the devices easy to use in a crowded
place where the long wires could be interrupted. Although they come with iPhones and other
Apple devices, they can still be connected to other devices that support Bluetooth connectivity.
The fact that the users can use them on a range of devices makes it convenient even when the
owner loses the Apple device (Kovach, 2016). The use of the Siri Apple assistant is also another
benefit of the AirPods. On double tapping the screen of the iPhone device when they are open,
the user can direct the Siri to perform certain functions. Therefore, anyone can operate the device
easily even when busy handling other chores. Siri can be used to adjust the volume of the devices
and even change the music on the device (Kovach, 2016). The users also enjoy the advantage
arising from the devices’ carrying case serving as a charger. Therefore, they can avoid the
carrying of bulky items such as chargers. Moreover, it gives them extended usage time if the
battery runs out of power in places where cannot access a charging terminal. They are convenient
for use when running compared to any other earbuds. Wired earbuds might be pulled out of the
ears by holding the wires unlike the AirPods (Kovach, 2016). The high audio quality is also an
added advantage to the users. Every person needs high-quality sound for effective
communication and entertainment.
Brand Perception (Issues/Challenges)
The AirPods are associated with the Apple brand, which is the most acknowledged in the
current technology market. Apple products are known for their unique design and quality. This
automatically proves that they are the to-go-for earbuds in the market. Their unique wireless
design also relates them to the Apple brand. However, they might also have various challenges
regarding their affiliation with the Apple brand. Apple brands are among the most expensive
products in the market. Compared to other earbud products, AirPods’ $153 prices appear to be
high. With such prices, few people are likely to afford the products. Another challenge relates to
the possibility of getting lost because of their small size. In case they had wires, it could have
been easy to be detected, unlike the current tiny components without wires. Lastly, they can only
work with devices that have the iCloud account and MacOS Sierra, iOS 10, or WatchOS 3
software (Eadicicco, 2016). Therefore, the product is outcompeted by other wired earbuds, which
can work with any device regardless of the software.
Consumer Choice and Product Rate
People would prefer to use the AirPods to other devices for various reasons. Firstly, the
design and technology gives the users a sense of class. Many people would want to be associated
a group of people because they use unique products in the market. Secondly, its compatibility
with many Apple products would make many people buy it (Eadicicco, 2016). Therefore, they
can use it on any Apple device that meets the software qualifications for connectivity with the
AirPods. Apple is currently taking over the market for devices such as personal computers and
phones. Acquiring product might come with an added advantage in the future such as the
innovation of other devices that can only work with the AirPods. They are relatively cheaper
unlike other products in the market such as Solo3 or P5 Wireless. Commented [C2]: So, the determinant attributes are …
Product (Wireless) AirPods Solo3 PowerBeats3 P5 Wireless

Price $159 $219 $150 $300

Company Apple Beats Beats Bowers and

Wilkins

Battery Life 5hrs 40hrs 12hrs 17hrs

Internal Music No Yes Yes Yes

Player

Audio No Yes No Yes

Transparency

Company Background:
Apple Company is a tech giant that was founded by Steve Jobs who was an American
entrepreneur, businessman, inventor and an industrial designer. Apple Company headquarters is
located in Cupertino, California, the United States with 478 retail stores in 17 countries as from
March 2016. The current Chief Executing Officer of Apple Company is Tim Cook who has a
hundred and sixteen thousand employees working for the company. Apple Company is an iconic
company whereas of the 2016 fiscal year they had generated total revenue of 215.639 billion U.S
dollar. In 2015, it recorded the highest annual revenue up to the date of total 233.72 billion U.S
dollar because of its sales on the iPhone product which is one of the many products they have for
sale (Statista, 2017). In 2016 after subtracting all the cost, Apple Company recorded a net
income of 60.024 billion U.S dollar. Apple Company is not monopolistic in nature but rather is
categorized in the perfect market bracket because of the many market players it competes with.
Its market competitors are the likes of Samsung Electronics Co., Ltd, Amazon.com, Inc.,
International Business Machines Corporation, Dell Inc., Google Inc., Microsoft Corporation.,
Cisco Systems, Inc., LG Electronics, Lenovo Group Limited, and Hewlett –Packard Company,
Sony Corporation Company and many other technology companies (Mies, 2017).

Company Description
These companies differently compete with Apple Company in different products that it
produces. Apple Company is involved in designing, manufacturing, marketing of mobile
communication and media devices. It is also involved in the selling of personal computers,
portable digital music players, a variety of related software services, peripherals, networking
solutions, and third-party digital content and applications. The reason as to why this company
has emerged to be a force to conquer in the tech industry is because of the huge ability to
produce new and quality products to its customers at a short period of time. Indications in many
big businesses like Apple Company shows how they have set up long-term strategies on the
production of many products at a short period of time, they have got multiple platforms of selling
their products to avoid loss and cost brought by the production of products with not enough
market to sell them.
In the case of Apple Company, due to high production of different products, they have
different platforms for the sale of their products. These platforms include selling and delivering
digital content and applications through the iTunes store, and Mac App store. They sell their
products worldwide through its retail stores, online stores, and direct sales force, as well through
third-party cellular network carriers, wholesalers, and retailers and value-added resellers. Such
companies must have key partners and suppliers as you know no man is an island and no man
stands alone. Companies forge partnerships to optimize business models, reduce risks or acquire
resources (ecommerce-digest, 2012). Apple Company has worked together with international
ODMs and OEMs through the global supply chain, provision of products and apps with third-
party vendors and value-added resellers.
Strengths and Weaknesses
Strengths and weaknesses of a business are derived in a business conducting a SWOT
analysis on itself. This highly helps in evaluating a business from its competitors and it will lead Commented [C3]: I am your audience, no need to explain what
SWOT is.
in the setting of strategies that will help the business to have a more competitive edge against its
Also, you are only doing SW not SWOT.
competitor. In the case of Apple Company, it has been able to have a competitive advantage to
its competitors by conducting a SWOT analysis and acknowledging its strengths. They have
been able to have The strengths of Apple include strong brand awareness and loyalty due to
marketing and advertising capabilities this is due to higher sales of its products across the globe
bringing huge revenues and net income thus strengthening its financial departments that enables
the company to perform drastically. But not forgetting that all these gains start at the top
management level who have been able to set long and achievable strategies. Apple's Company
management has been able to offer good leadership to its employees by motivating them by
giving them good salaries and allowances and many other inducements. Apple Company
experiences one weakness where they strongly rely on single product series: iPhone which
amounts to 50% of total sales. SWOT helps a company face its greatest challenges and find its
most promising market (Business News Daily, 2013).
Strategy and Sustainable Competitive Advantage
A successful company acknowledges the importance of a strategy which enables it to have
a vision, mission, goals, and objectives that will lead to a smooth working environment with a
sense of what the company is doing. Strategies enable workers of the company to know what
they are supposed to them to do in order to take the company to the next level as indicated in the
strategies. Due to the leadership and strong financial base at Apple Company, it has led the
company to have a strategy that has given the company a competitive advantage against its
competitors. This is because, in the product area, Apple Company has been able to have product
excellence with a strong brand name, a constant innovation with cutting-edge design, because of
finance they have been able to deeply research on a particular product and later developing it.
They have been able to safeguard their products by having patents. They have gained a
competitive edge because they are more up to date with the latest technologies in the market. Not
forgetting due to their products quality, they have been able to retain their customers and have
accessed new markets.
In the operation sector, due to their strong financial base and production of quality
products, they have been able to have a cost advantage in marketing and advertising. Due to the
partnership with different stakeholders, Apple Company has been able to have an excellent
global supply chain management for both cost savings and value added-ones. Because of
production of quality products, they have been able to satisfy their customers and gain large
customer base thus increasing sales and having sales support. Lastly, huge sales have brought to
increased net profit that has led to increase in an extensive distribution of its products both online
and its own stores as well as through retailers and third-party value-added resellers. Commented [C4]: Good!, what about Sustainable Competitive
Advantage?
Market Trend:
The Air Pods are becoming a success because of meeting a variety of consumer needs Commented [C5]: This is not about your company’s product,
but rather the product category – wireless earbuds in general.
and expectations. The devices have a quality audio and seamless pairing. The product is already Product comes and goes due to change in consumer preference,
competition, and technological advances. Otherwise, you would be
receiving good reviews from consumers. The satisfaction rate has been placed at 98%. However, myopic and ignore emerging trends and related opportunities and
threats.
immediately after the launch of the product, many could ask if the devices can really fit well in Please follow the guidelines provided in the Project Description for
this section.
one’s ears. These are the consumer expectations, needs, and behavior. The consumers expect that
Redo this section.
the device should first fit in the ears before they start using them. From the different reviews
already done, the devices easily sense sound once they are in the ears. You can use them to listen
to music on your iPhone, Apple Watch, iPad or Mac. They connect instantly when you put them
in your ears and produce clear sound when you speak. Because of the concern of ear fitting from
consumers, the use of the AirPods requires customization of earmolds to prevent them from
falling out and getting lost.
The Apple product bears cultural significance when it comes to consumer needs and
behavior. The kind of cultural lifestyle that the consumers have will affect the way the product
will be sold and reviewed. For example, as it stands now, the consumer needs a more improved
device that not only customizes sounds around but also amplifies the sounds to overcome the
effects of a mild hearing loss. Another factor shaping the market trends is the strong brand
loyalty. The current customers are sticking to Apple while new buyers are being converted from
other brands. According to Travlos (2012), nearly 92% of customers to retain their second phone
to be phones. With this kind of loyalty, there is likely a high demand for the Air Pod since most
customers already have Apple products to use with the headphones.
Threats and Opportunities available for the Apple Inc.

Opportunities Threats Formatted Table

  Apple has a high demand product, Air  The evolving environment of
Pods Headphone electronic communication
 There is high growth in  Infringement of intellectual
communication devices market property (IP) rights
 Apple has an opportunity to explore
the markets within the commonwealth
countries

Opportunities
When it comes to opportunities, Apple has a high demand for its products. This means
that even the Air Pods are in high demand. The demand actually exceeds the level of supply.
There are others waiting for more improved Air Pods. Secondly, there is high growth in
communication devices market. This reassures Apple that it does not have to sell the Air Pods at
any cheaper cost because the company has focused on the production of high-end products.
Despite being different from its competitors in terms of price, the company enjoys increasing
market demands in the communication devices industry. The Air Pod device is one that can be
used in different parts of the world. The company has great opportunities in the vast unexplored
market in Commonwealth countries. There is a high possibility for the company to earn revenues
from the middle-class segment of the Commonwealth nations.
Threats
Despite the opportunities available, the complex structure of the communication devices
is innovating at a high rate. Therefore, the company must ensure that its products compete
effectively in the future market positions. Because of the fierce competition in the
communication market, Apple must redesign and modify its products so that they can match the
needs of consumers. Another threat is the infringement of intellectual property (IP) rights. Many
faults have been registered in the past in Apple’s IP rights. This means that Apple cannot get
immediate information if any company infringes its rights. Therefore, great damage is possible
when the infringement is not noticed early enough.
Appendices
Figure 1
 Formatted: Font: (Default) +Headings CS (Times New
Roman), Bold, Font color: Text 1

Competitor Analysis:
Throughout the years, Apple has dealt with direct competitors that have been in the way
of their success as a number one technology company. They have come with products such as
the iPhone, MacBook, iPad, Apple Watch, and finally the Air Pod. The products that Apple came
up with is the reason that they are still around and will never go away soon. “But the rest of the
industry has been trying to anticipate Apple’s moves with new phones and watches of their own.
And the competition is bringing more useful new features to consumers than ever,” (Pressman
2017). Apple does indeed continue to strive when it come to their products, but there are more
technology companies that want to stand in the way of Apple’s success. The competitors of
Apple Inc. are also striving to create their own success by making products that consumers will
want to invest in. The technology companies that are considered the direct competition of Apple
Inc. is Samsung, Sony, and LG. These four companies do have their own products that are
somewhat similar to the products that Apple has, but when it comes to competition between
technology companies, it is all about who has more to offer.
Strengths and Weaknesses of Samsung
Samsung is considered the number one competitor of Apple for some time now because
of the products they have created and innovated. The strengths and weaknesses of Samsung are
somewhat straight forward, but it does explain how they almost have the same success as Apple
does. The strengths that Samsung include having a high research and development expenditure
(R&D) which is the reason that innovation at Samsung has increased. Their high R&D
expenditure is another reason that their utility patents have increases significantly from 2014 to
2016. Another strength that Samsung has is their ability to innovate and design their products.
“The company’s commitment to producing ecologically friendly products and to decrease its
greenhouse gas emissions has also been recognized,” (Jurevicius 2017). Making their products
environmentally friendly is one of the reasons that Samsung has won many awards for their
design capabilities. The one weakness that Samsung has is the absence of an OS and software
system. Features is the most important thing when it comes to upgrading products for the
consumers. Another weakness that Samsung has lately is their issues with making sure that
products are safe for the customers. One example of a situation that has happened recently is the
Samsung Galaxy Note 7 which had battery defects which cause the Note 7 to either heat up
excessively, cause a fire, or even explode. This incident caused the Note 7 to be recalled
worldwide in the fall of 2016. Products being recalled back to the factory is never good for
business and will indeed result in losing business with consumers.
Strengths and Weaknesses of Sony
Sony is indeed a direct competitor to Apple Inc. even though they do mostly focus on
TVs, gaming systems, and cameras. The strengths that Sony has include having a diverse
business. “This diversification limits market-based risks and improves the stability of Sony’s
business,” (Greenspan 2017). Diversification will indeed help grow any business and create new
opportunities. Another strength that Sony has is that they have products that are demanding and
profitable. The one product that is the most popular at Sony is the PlayStation, which is the main
reason for why Sony still exists. Business in companies such as Apple and Sony will increase
because of the popular products that they have under their belt such as iPhone and the
PlayStation. The one weakness that Sony has is the lack of any kind of mobile device. “The lack
of dominant mobile devices is a major weakness in Sony’s business,” (Greenspan 2017). Other
companies such as LG, Samsung, Google, and Apple have mobile devices and they do advertise
their mobile products a lot. Sony has some mobile devices under their belt, but there is never a
commercial or billboard advertising their mobile devices. One other weakness that Sony has
under their belt is the vulnerability of their network and databases. In the past couple of years,
Sony has been the victim of hacks and network breaches which is a huge concern when it comes
to keeping business and customers. These breaches and have to be under control or customers
will have to turn to other companies that have a safer network security such as Apple.
Strengths and Weaknesses of LG
 LG is another company that Apple is in competition with when it comes to mobile
devices. One strength that LG has is their ability to sponsor sport and entertainment events.
Sponsoring these kinds of events will let the consumer know that LG is around and that they are
a company that can be trusted. Another strength under their belt is that they have about 100,000
employees and is considered the top mobile manufacturing company. Their ability to hire more
employees will indeed increase business and innovations. The weakness that LG tends to have is
their lack or ability to advertise their products. Advertising is the key tool when it comes to
pushing products to the consumers because they are the ones who invest on the product and see
what kind of features that the device has. Another weakness that LG has under their belt is the
fact that there is no environment for social media use on most of their devices. A lot of people
use their phones mostly because of social media and it is why smartphones were created in the
first place. Commented [C6]: So, what the opportunities and threats for
Apple based on your discussion on competition.
Segmentation and Targeting:
Market segmentation is concept of dividing a group of potential customers into several
groups based on their characteristics and the way they respond to a product or service. In
technology sector, segmenting a market is imperative for marketing managers to fully understand
the target customers (Awan, 2014). In essence, segments of a product share the same
characteristics such as taste, preference, need, location, and want among others. Apple Company
is an American based multinational company based in California. The company was founded in
the year 1976 by three gentlemen namely; Steve Jobs, Ronald Wayne, and Steve Wozniak. Over
the last decade, Apple Company has gained market dominance both locally and internationally
due to product specialization. The company’s products are segmented and attract different
market segments. Apple AirPod is a product of the company launched in the December 2016.
The product was hardware that provides wireless connection to devices. It is a headphone.
Airpod headphones connect to the device instantly and when they are out of charging case.
To derive potential segments of AirPod headphones, various approaches can be used.
First is geographic segmentation. In this case, geographic segmentation approach has variables
such as region, population density, climate, population growth rate among others (Devinney,
2011). As at 2016, the United States population stood at 323.1 million. This increase in
population is factor in the determining the market segment of AirPod product. Research indicates
that over 50% of Americans possess at least mobile devices, iPhone, iPad, Mac among other
computing devices. Using population of United States, and the growing world population in
general, Apple Airpods would derive market segments using geographic segmentation.
The region is another market segmentation approach that AirPod can derive its market
segment. Essentially, different regions have adopted technology in different ways. Specifically,
developing and poor countries have no access to technology due to poor infrastructure and
network connections. Due to advancement in communication infrastructure in the United States,
AirPod product can gain dominance in American than in a country in sub-Saharan Africa. This
regional factor can be used to derive market segment. Another segmentation approach, which
can be used to derive segment of Apple AirPod is a demographic segmentation. This include
variables such as education, family status, gender occupation, income, among others. In this
regard, education level is paramount in determining the market segment of Apple AirPod.
Demographically dDue to complexity in using the AirPod and the technology involved,
education becomes essential. Age is an important market segment of AirPod product. Ideally,
teenagers are more inclined to using wireless headphones than old people. Research indicates
that young people are early adopter of new technology due to curiosity to test new things. As
such, age becomes an important market segment of AirPod product. Income level coupled with
occupation is an important market segment. Indeed, the occupation of an individual determines
the kind of the income derived. AirPod Product costs between $159 and $ 200. In order to
purchase the product, the income level must be substantial. Therefore, income level is an
important factor in deriving market segment of AirPod.
Psychographically segmentation is another approach that can be used to derive segment
of AirPod headphone. This approach is based on variables including values, lifestyle, and
attitudes. To derive the market segment of AirPod product using psychographic segmentation,
lifestyle segment is best suited. AirPod product targets people with lifestyle. To own an AirPod
is perceived a lifestyle. With increased technological innovations and inventions, people are
becoming stylistic and want a product that raises their lifestyle. Therefore, lifestyle can be used
to derive market segment of AirPod headphones. Finally, behavioral segmentation would be used
to derive potential segment. This includes price sensitivity, brand loyalty, benefits among others
(Al-Khaled, 2014). Apple Company has already established its target customers who are loyal Commented [C7]: Follow the guidelines in the Project
Description for this section.
and already have trust in their products. Therefore, customers who are loyal to company products Determine the potential segments first.
Provide descriptor and brief description of each segment.
can be used to derive the potential market segment. Once you evaluated the segment attractiveness
Tell me concisely and precisely who the chosen segment(s) is or are
 In selecting the segment attractiveness in order to select the final segment(s), substantial
and profitable criteria would be used. This involves determining whether the selected market
segment is economically viable regarding returns, profitability, and level of sustainability
(Schiele, 2016). In order to select the market segment of AirPod product of Apple, the segment
must be sustainable, profit-oriented and economically viable or worth investing the capital. The
technology sector is growing lucratively, and thus customers will always find it easy to try news
products. Age, income level, and price are market segment that is economically viable because
they are a going concern. Age segment is sustainable and profitable. Young people are early
adopters of technological innovations. In targeting the chosen market segments of Apple AirPod,
differentiated marketing targeting strategy would be used. This involves developing targeting Commented [C8]: Explain why you are using this targeting
strategy instead.
market of a product that has already existing segments (Friedman, 2012). Apple AirPod is
Are you having multiple segments? If so, who are they and their
modified to meet various market segments including lifestyle, income level, and age among descriptors?

others. Therefore, strategy of differentiated marketing will be used to target lifestyle, income
level, and age market segments.
Positioning:
A brand position strategy involves creating a certain a brand perception in the market
which in turns enables the consumer to differentiate between competing brands (Ghodeswar,
2008). In order to identify the brand positioning of AirPods, this analysis will explore other
competing cord-free earbuds brands that are already in the market, and use the method of
perceptual mapping to identify some of the most important attributes of the product that inform
customer purchasing decisions.
Competing brands of Apple are:.
i. AirPods
ii. Sol Republic’s Amp Air
iii. Erato’s Apollo 7
iv. Skybuds
v. Bragi’s The Headphone

Attributes Based Analysis

Different consumers are guided by certain product attributes in making purchasing
decisions. In regard to the different brands of wireless earphones, some of the attributes which
are significant to the consumer include price, fit and comfort, sound quality, connectivity and
pairing, and battery life. The determinant attributes can be classified based on permanence and
value propositions. In performance, the scale will range from low performance to high
performance while in brand proposition the scale will run from budget to premium. Commented [C9]: Align these determinant attributes with
those mentioned in the Product Section!
Perceptual Map
I thought you were talking about compatibility with other Apple
products in its ecosystem as a determinant attribute earlier. Go
back and double check.

The attributes for each of the five brands is measured to a scale of 10 from -5 (lowest score) to
+5 (highest score). The perceptual map is as shown in figure 1 below.
Commented [C10]: Your map does not match the determinant
attributes for your dimensions here. Price was not mentioned.

Align the map with the determinant attributes with the discussion
in this section, and also align with the same determinant attributes
in the Product Section.

Redo your map.

High Performance vs. High Performance

Performance is measured through attributes such as sound quality, comfort and fitting as
well as connectivity and pairing. From the perception map in Figure 1 above, it is clear that
AirPods is positioned as high performance brand based on superior connectivity and pairing and
very good sound quality. Erato’s Apollo 7 is also a comparatively high performance brand
followed by Bragi’s The Headphone. In terms fitting and comfort, Airpods scores highly. This is
based on the fact that the charging component falls outside the ear unlike majority of the
competing brands. This makes the AirPod have a nicer fit inside the ear when in use.
Premium vs. Budget
The five brands in competition can be classified into premium and budget categories.
These classifications are mainly based on the price of the product as well as features such as
style and length of battery life. In terms of price Erato’s Apollo 7is priced at $299, Skybuds
$198, Sol Republic’s Amps Air is priced at $179, Airpods $160, Bragi’s The Headphone $149.
This pricing is according to www.amazon.com. In the current situation, Airpods stands as a
budget brand together with Bragi’s the Headphone based in the pricing strategy. One other hand,
Erato’s Apollo 7 and Skybuds are premium in terms of price. However, Airpods score in terms
of battery life when compared to the competition.
According to Aaker (1991) brand positioning usually entails commitment to a specific
market segment(s). This is to mean that the brand positioning strategy should be in line with the
requirements of the target market. As illustrated in the perceptual map in Figure 1 above, in the
current situation, AirPods’ is positioned as a high performance and low cost brand. This means
that the brand is positioned for customers who are price-sensitive but who emphasize on high
performance. This positioning strategy corresponds to the segment of the market that comprise of
youth adults (mainly college students) who are highly tech-savvy and are the biggest consumers
of music. This class of consumers have limited resources hence they are more inclined to low-
cost but high performance products. It is therefore clear that the current brand positioning of Commented [C11]: Update your discussion once your map is
redone and then decide on ideal point.
AirPods is in the ideal point as per our segmentation strategy.
Positioning Statement
The brand positioning statement for AirPods will be;

“AirPods is the brand for performance conscious and price sensitive youthful customers. It Commented [C12]: Of what?
Commented [C13]: Make sure this matches the descriptor in
delivers an elegant design that are compatible with many devices at reasonable prices.” the chosen segment in the Segmentation section.
Commented [C14]: What about the point of difference in
relation to the determinant attributes?
Market Mix: Commented [C15]: What devices?

Need to redo this statement.

 The market mix is the combination of the 4 Ps. They are product, price, promotion, and
place. Product focuses on factors that relate to the design, packaging, quality, and brand. The
price focus on the financial aspects such as retail price the price that stores will sell the product,
discounts that they may apply to your product, payment plans that will allow customers to be
able to purchases your product and along with credit terms that will advance cash to your
customers so they can buy your product. The next p is promotion this focuses on advertisement
that will that will show customers what you are selling, having sale associates that will
personally influence the product to other people and public relations the public perception of the
product. And the last is place having a retail location where customers can come or doing
delivery and distribution where the product is ordered online and sent to the customer.
Product
The product AirPods are exclusively designed wireless Bluetooth earphones made for the iPhone Commented [C16]: Use subheadings to separate the 4 Ps to
facilitate comprehension and also emphasize key discussion with
7. They are stylish, affordable, advanced technological earphones that offer great value. By different set of interrelated ideas.

looking at the perceptual map above that compares a product price and performance to other
products from different brands. You can clearly see how superior the Airpods are. Not only is it
one of the best performers but it is also the cheapest when comparing to the superior
performance brands. It is slightly below the premium price level and far past the performance
median.
Price
When looking at the price for AirPods are fairly affordable as stated above. It is ranked Commented [C17]: What is your relative value price
proposition?
below the premium level on the graph. When looking at Apple's biggest competitor Samsung
More for the same? More for less? Etc.
iconx wireless headphones. AirPods value has increased greatly because the Iconx is priced at
$203 and the AirPods are at $159 (Irimia, 1). This shows that by purchasing AirPods customers
are able to get great performance at a lower price.
Formatted: Indent: First line: 0"

Price
When considering distribution strategy, it is best to focus on the customers prefer when Commented [C18]: What is your distribution strategy?

getting the product and the cheapest. The best ways to push AirPods to customers is one to sell
them at apple stores, this is way customers could always go and get them instantly and second is
to sell them online. Amazon is one of the biggest and fastest growing companies that will soon
have its reach in almost all sectors. This is because it is easier to sell products online by
decreasing your overhead cost and easy for customers to buy. Making this the next best way to
sell Airpods by selling them through Amazon, having their own online presence that customers
know or both depending on the financial factors and overall gains.
Promotion Formatted: Indent: First line: 0"

The overall promotional campaign is to show that the best way to use wireless earphones
is through AirPods. The AirPods are the only products that were specially designed for iPhones
and other apple products. Not only are the attractive and complete each other very well. Also,
when looking at the technical and financial side, AirPods are supreme. They are cheaper than
competitors and have better to equal performance. The best way to promote this is to show
influential people from celebrities and famous professionals to normal successful individuals and
young fun people. This way that it shows that the product is made for everyone from famous
people, executives, and people that enjoy life. Showing that it is for people that are level headed
and for those that enjoy life. At the same time, it is also showing that it is an exclusive product
with sophistication in its own way. Commented [C19]: Follow the guidelines provided in the
Projection Description for this section and answer all questions
asked.

Redo this section!

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