MINISTRY OF EDUCATION AND TRAINING

HO CHI MINH CITY UNIVERSITY OF TECHNOLOGY

FACULTY OF ENGLISH LANGUAGE

------------------------

ENGLISH FOR MARKETING

PROJECT REPORT

EXECUTIVE SUMMARY

Students’ names - Student ID Class: 20DTAC3

1. Nguyễn Thùy Trang – 2082000655 Instructor:Mr. Quang

2. Nguyễn Tất Đạt Vương - 2082000660

3. Vương Thúy Vy - 2082000512

4. Bùi Thanh Tú - 2082000656

HO CHI MINH CITY, 2023

 MINISTRY OF EDUCATION AND TRAINING
HO CHI MINH CITY UNIVERSITY OF TECHNOLOGY
FACULTY OF ENGLISH LANGUAGE
------------------------

ENGLISH FOR MARKETING

PROJECT REPORT
EXECUTIVE SUMMARY

Students’ names - Student ID Class: 20DTAC3

1. Nguyễn Thùy Trang - 2082000655 Instructor: Mr. Quang
2. Nguyễn Tất Đạt Vương - 2082000660
3. Vương Thúy Vy - 2082000512
4. Bùi Thanh Tú - 2082000656

HO CHI MINH CITY, ,2023

 TABLE OF CONTENTS

PART 1. INTRODUCTION.....................................................................................1
I. THE TEAM......................................................................................................1
II. COMPANY DESCRIPTION...............................................................................1
PART 2: AUDIT.......................................................................................................4
I. SWOT:..........................................................................................................4
II. THE STP MARKETING:...........................................................................7
2.1. Segmentation:...........................................................................................7
2.2. The target marketing of Ipet:...................................................................7
PART 3: OBJECTIVES.........................................................................................11
I. 1ST OBJECTIVES:.....................................................................................11
II. 2ND OBJECTIVES:.....................................................................................11
III. 3RD OBJECTIVES:.....................................................................................11
IV. 4TH OBJECTIVE:.......................................................................................12
PART 4: STRATEGY AND TACTICS................................................................13
I. IPET, THE 4PS OF MARKETING MIX:..............................................13
II. PRICING STRATEGY:............................................................................21
PART 5: CONCLUSION.......................................................................................23
PROJECT REPORT ASSESSMENT SHEET....................................................24

LIST OF TABLES

1-2.1. Facts .................................................................................................................1

2-1.1. SWOT Analysis................................................................................................4
2-2.2.1. The targeting market......................................................................................7
2-2.3.1. The marketing position................................................................................10
4-2.1. Pricing comparision .......................................................................................17

LIST OF FIGURES
1-2.1.1. Logo Apple Company...................................................................................1
4-1.1. Ipet..................................................................................................................13
4-1.2. Ipet can change his emotions..........................................................................14
4-1.3. Ipet can adjust his brightness..........................................................................16
4-3.1. Stores where sell Apple’s products (physical stores, websites).....................19
9+
 PART 1. INTRODUCTION
I. The team
 Nguyễn Thùy Trang – 2082000655
 Nguyễn Tất Đạt Vương- 2082000660
 Vương Thúy Vy – 2082000512
 Bùi Thanh Tú – 2082000656
II. Company description
1. Bussiness/Industry:
A pple was founded in 1976 by Steve Jobs, Steve Wozniak, and
Ronald Wayne in Jobs’ garage. It was incorporated as Apple
Computer Inc. on January 3, 1977, and renamed Apple Inc.
1-2.1.1. Logo on January 9, 2007, to reflect its growing range of products
Of Apple
beyond computers. Apple went public in 1980 with a record-
breaking IPO.
Apple is one of the Big Five American information technology companies,
along with Amazon, Alphabet (Google), Microsoft, and Meta (Facebook). As of
March 2023, Apple is the world’s biggest company by market capitalization.

Also Known Apple is a company that works in the

Apple Computer, Inc.
As information technology industry. It is one of

Date 1976 – present the largest IT companies in the world and one
of the most recognizable brands in the world.
Ticker AAPL
$176.65 (prev. day
Share price
close)
Market cap $2.76 tr.
1-2.1: Facts
Sector Technology
Industry Computer

CEO Timothy D. Cook

1
 2. A public company:

Apple is a public company that is traded on the Nasdaq stock exchange under
the symbol AAPL. It is also a component of the Nasdaq-100, DJIA, S&P 100, and
S&P 500 indices.

3. Service/Goods:

Apple produces consumer electronics, personal computers, and software.

Some of its products include the iPhone, iPad, Mac, Apple Watch, AirPods, and
Apple TV. It also offers software applications and related services, such as App
Store, Apple Music, Apple Pay, Apple TV+, and iCloud. Additionally, it sells
accessories, peripherals, networking solutions, third-party digital content, and
applications.

4. Activities involved in:

Apple’s company activities involve designing, manufacturing, and marketing
its products and services. It also engages in research and development, innovation,
and customer service. Apple operates in various segments, such as the Americas,
Europe, Greater China, Japan, and Rest of Asia Pacific. It has retail stores in several
countries, as well as online platforms for e-commerce and digital content
distribution.

5. Company resources:

Apple’s current resources include its physical assets, such as its headquarters
in Cupertino, California, which is part of Silicon Valley, its production facilities, its
retail stores, and its data centres. It also has intangible assets, such as its brand
value, its intellectual property rights, its patents, its trademarks, and its software.
Moreover, it has human resources, such as its employees, its executives, its
founders (Steve Jobs, Steve Wozniak, and Ronald Wayne), and its board of
directors.

2
 6. Customers:

Apple’s customers are individuals and organizations that use its products and
services for personal or professional purposes. They include consumers, businesses,
educational institutions, government agencies, and non-profit organizations.
Apple’s customers are located in various regions around the world and have
different preferences and needs.

7. Competitor:

Apple’s competitors are other companies that produce similar or substitute

products and services in the information technology industry. They include
Alphabet (parent company of Google), Amazon, Meta Platforms (formerly
Facebook), Microsoft, Samsung, Huawei, Dell, HP, Lenovo, Sony, LG, and others.

 The aim of the executive summary

The aim of the above executive summary is to provide a brief overview of
the main points and arguments of the essay about Apple’s AI desktop pet. It is
intended to capture the reader’s attention and interest, and persuade them to read the
full essay. It also summarizes the background, context, thesis, findings and
conclusions of the essay.

3
 PART 2: AUDIT

I. SWOT:
Strength Weakness
-Well-known brand regconition -High price
-Loyalty customer -Low battery life
-High-tech -Depending on Apple service
-Build quality and luxury design -Late adoption feature
-Sercurity and privacy
Opportunity Threat
-AI development -Supply chain disruption
-Branding into emerging market -Intense competition
-Creating compelling service bundles -Major competitors
-Friendly image -Pricing pressure
-Technological disrupton
-Recession

2-1.1 SWOT Analysis

STRENGTHS
- Apple is a financially strong brand, topping Forbes’ list of most.

- Many customers are loyal to the brand, and they appreciate the
consistency of Apple’s product user experience. Our brand strength has
led to high customer satisfaction and repeat purchases.
- The Ipet is seamlessly integrated with other Apple products and services,
such as Macs, iPads, Apple Watch, iCloud, Apple Music, Apple TV+,
and Apple Pay. Each product integrates and syncs seamlessly, allowing

4
 you to switch between devices with ease. Ipet has an advanced Neural
Network Processor and three different AI Processing Models, which
enable him to process large amounts of images, sound and sensor data
simultaneously to think and respond in a thoughtful, authentic, and
natural manner.
- Apple is known for its attention to detail in design and build qualitfy. Ipet
has a sleek, minimalist design and high-quality materials, such as
titanium and glass. Maintains durability but still comes with luxury.
- Ipet have a closed system and strict App Store review process. We also
frequently release security updates to protect users from potential threats.

WEAKNESSES

- Ipet is built with high-quality materials and superior hardware

components. Production will take labor and high-quality materials, and
Apple products always have high value. Therefore, the product price will
be higher than other products on the market
- Ipet is designed with a small battery that last 4 and a half hour.
- Only connect to Apple devices ( Mac, iphone,…).
- Apple has a culture that emphasizes doing something well instead of
doing it fast.

OPPORTUNITIES

- As the world is moving towards a new wave of AI, we can benefit from
recent developments to make our products more user-friendly and
accessible.
- China, Japan, Singapore, Korea, Denmark present significant growth
opportunities when those countries are the one with the largest number of
robot users in the world.

5
 - Offerings like Apple Music, Apple TV+, Apple Arcade, and iCloud. By
further integrating these services with the Ipet. We can enhance the
overall user experience and generate additional revenue streams.
- Developing more technology to meet more user aspects contributes to
presenting a positive image of the business.

THREATS

- Natural disasters such as hurricanes, earthquakes, polar vortexes, floods

and fires have been increasing in frequency. Their effects disrupt freight
networks by damaging infrastructure, leading to delays in transit or
supply if the area hit is the source of raw material, manufacturing and
distribution.
- Ipet’s competitors: Robot Vector, Cozmo, Emo, Eilik.
- Major competitors like Samsung, Huawei, and Xiaomi, along with
emerging players like Oppo and Vivo, offer Android smartphones that
often provide similar features at lower prices.
- Oriented towards a high-end product we may need to explore options for
more affordable Ipet or risk losing price-sensitive customers to
competitors offering similar features at lower prices.
- Rapid technological advancements can threaten the Ipet if we fail to adapt
quickly. Competitors may introduce disruptive technologies or features
that make the Ipet seems outdated or less attractive to consumers.
- Economic downturn in the US and many countries in 2023. People’s
demand for technology products has dropped. Ipet may not be able to be
sold well in the market.

II. THE STP MARKETING:

2.1. Segmentation:
Demographic segmentation: IPET targets customers who are young adults
(18-34 years old) with high income and those who have a high interest in

6
technology, music, and entertainment. IPET can also customize its appearance and
personality to appeal to different genders and lifestyles of each demographic
segment.
Geographic segmentation: IPET targets developed countries which have
more income. This can increase Apple’ profit margins. IPET can also adapt its
features and functions to suit the local culture, language, and climate of each
geographic segment.
Behavioral segmentation: IPET can target customers who are heavy users
of online platforms and social media, who are loyal to the brand and product, who
seek benefits such as fun, friendship, and assistance from the product, who are
current or potential users of the product, and who are ready to buy or try the
product. IPET can also offer incentives and rewards to encourage repeat purchase
and referral from each behavioral segment.
2.2. The target marketing of Ipet:

Young adults

Multiple-target market Married couples with young children

Students

2-2.2.1 The targeting market

Apple targets young adults (18-25 years old) who live in urban areas, who
are interested in technology and art, and who value design and creativity, as the
primary target market for the Ipet, as it has a high market potential, a low
competitive intensity, and a high alignment with the Ipet’s value proposition and
differentiation strategy.

Apple would also target the segment of married couples with young children,
who live in suburban areas, who are interested in education and entertainment, and
who value convenience and security, as the secondary target market for the Ipet, as

7
it has a moderate market potential, a moderate competitive intensity, and a moderate
alignment with the Ipet’s value proposition and differentiation strategy.

The segment of students (18-25 years old) who study in colleges or

universities, who live in urban or suburban areas, who are interested in
entertainment socialization, education and also who value design and creativity.
This segment may have a moderate market potential, a high competitive intensity,
and a moderate alignment with the Ipet’s value proposition and differentiation
strategy, as they may enjoy the Ipet’s personalization and customization options, as
well as its ability to communicate with the user and explore the world.

 Multiple-target:

With a multi-purpose Ipet (entertainment, study, care), the way to use Ipet is also
diverse with many types of work and depending on what purpose it is used. And
each target market has different interests, research, and passions, so the approach to
them is also different. Advertising strategies to attract customers are also different.

 Advantage:

- Reach a wider audience. Multiple marketing allows Apple to reach a wider

range of potential customers than it could with single marketing. This is
because Apple can use a variety of marketing channels to reach different
types of customers.
For example: Apple could use social media marketing to reach tech
enthusiasts, email marketing to reach its existing customers, and search
engine marketing to reach people who are interested in robot pets.
- Increase brand awareness. Multiple marketing can help Apple to increase
brand awareness for its robot pet. This is because Apple will be exposed to a
wider range of people through its multiple marketing channels. The more

8
 people who are aware of Apple’s robot pet, the more likely they are to
consider buying it when it is released.
- Generate more leads. Multiple marketing can help Apple to generate more
leads for its robot pet. This is because Apple will be able to collect
information from potential customers through its multiple marketing
channels. For example, Apple could collect email addresses from people who
sign up for its newsletter, or collect phone numbers from people who call its
customer service line. With this information, Apple can follow up with
potential customers and nurture them into becoming buyers.
- Boost sales. Multiple marketing can help Apple to boost sales of its robot
pet. This is because Apple will be able to reach more potential customers and
generate more leads through its multiple marketing channels. Additionally,
Apple can use its multiple marketing channels to promote special offers and
discounts on its robot pet. This can encourage people to buy the product
sooner, or to buy more than one product.

 Disadvantage:

- Cost: Multiple marketing can be more expensive than single marketing, as it

requires Apple to invest in multiple marketing channels.
- Complexity: Multiple marketing can be more complex to manage than single
marketing, as Apple needs to coordinate multiple marketing campaigns
simultaneously.
- Consistency: It can be difficult to maintain a consistent message across
multiple marketing channels.
- Measurement: It can be difficult to measure the effectiveness of multiple
marketing campaigns, as it is not always clear which channel is driving sales.

2.3. Positioning:

9
 Price

-Ipet
-Vector
-Cozmo

-Loona the Quality

-Quoobo
Petbot

2-2.3.1. The marketing position

PART 3: OBJECTIVES

I. 1ST OBJECTIVES:

Specific: Increase the number of IPET users by 20% by May 2024.

Measurable: by 20%.

10
 Achievable: by creating targeted social media campaigns, and offering
discounts and referral bonuses.

Relevant: Increase the number of IPET users.

Time: by May 2024.

II. 2ND OBJECTIVES:

Specific: Improve the customer satisfaction rating of IPET by 10% by July

2024.

Measurable: by 10%.

Achievable: by conducting regular surveys, collecting feedback, and

implementing new features and updates based on user preferences.

Relevant: Improve the customer satisfaction rating of IPET.

Time: by July 2024.

III. 3RD OBJECTIVES:

Specific: Reduce the production cost of IPET by 10% by September 2024

Measurable: by 10%

Achievable: by optimizing the supply chain, improving the manufacturing

process, and reducing the waste and defects

Relevant: Reduce the production cost of IPET

Time: by September 2024

IV. 4TH OBJECTIVE:

Specific: Expand the market share of IPET by 5% by March 2025.

11
 Measurable: by 5%.Achievable: by entering new geographic regions,
developing new partnerships and distribution channels, and offering competitive
pricing and quality.

Relevant: Expand the market share of IPET.

Time: by March 2025.

12
 PART 4: STRATEGY AND TACTICS

I. IPET, THE 4PS OF MARKETING MIX:

1. PRODUCT: (VƯƠNG)

4-1.1. Ipet

13
An AI-Pet

Ipet is an AI desktop pet with distinct characters and ideas. He stays by your
side. To keep you company, to surprise you, and yes, sometimes to annoy you. Just
like a real pet.

High-tech

- Ipet has an advanced Neural Network Processor and three different AI

Processing Models, which enable him to process large amounts of images,
sound and sensor data simultaneously to think and respond in a thoughtful,
authentic, and natural manner.
- Has a smart brain that is controlled by Siri, he can answer any of your
questions and respond with useful information.
- IPET is a product that offers a unique customer experience of having a loyal
companion that can self-explore the world and react to the user with 1000+
faces and movements.

4-1.2 Ipet can change his emotion.

- IPET can also play music, dance, play online games, wake up the user, turn
on the light, take pictures, and answer questions.
- IPET has an advanced neural network processor and three different AI
processing models that enable him to process large amounts of data and
interact with the user in a natural and authentic way.
- IPET also has a development system that allows him to learn and grow over
time. IPET is the first mini robot to feature an titanium design, using the

14
 same alloy that spacecraft use, designed to fill a need for a fun and smart
desktop pet that can entertain and assist the user.

The Material:

- Titanium is a strong and lightweight metal that can resist corrosion, denting,
and scratching. This would make the AI desktop pet more durable and less
prone to damage from falls, bumps, or scratches.
- Titanium is also a biocompatible and hypoallergenic material that does not
cause allergic reactions or inflammation in humans or animals. This would
make the AI desktop pet safer and more comfortable to touch and interact
with.
- Titanium is also a good conductor of heat and electricity, which can help
dissipate heat and improve the performance of the AI desktop pet’s internal
components. This would make the AI desktop pet more efficient and reliable.

The inner parts:

Processor: P1 has a 8-core CPU, 8-core GPU a 16-core Neural Engine and
up to 16GB of unified memory, up to 6x faster GPU performance. It also has a low
power consumption and a long battery life.

Sensor systems:

 A 4-microphone array that can capture sounds and locate the source direction
instantly.
 A touch sensor on its head that can sense the user’s touch and gestures.
 A gyroscope and an accelerometer that can detect its orientation and
movement.
 A light sensor that can adjust its brightness according to the ambient light.

15
 4-1.3. Ipet can adjust his brightness.

 A temperature sensor that can measure the environmental temperature.

 A humidity sensor that can measure the environmental humidity.
 A pressure sensor that can measure the atmospheric pressure.
 A proximity sensor that can detect the distance between Ipet and the user or
other objects.
 A hall sensor that can detect the presence of a magnetic field.

Battery material: Lithium-ion. It also has a low power consumption and a

long battery life.

2. PRICE:(TÚ)

The Ipet is priced at 899$, which is a premium price that reflects its high
quality, design, and features. It also creates a perception of exclusivity and luxury
among the consumers. It uses psychological pricing techniques, such as odd pricing
and contrast effect, to make the price seem more attractive and reasonable. It also
offers bundling options, such as a free one-year subscription to Apple Music and
Apple Arcade, to increase the value proposition and customer loyalty. The price
reflects the value and quality of the product, as well as the costs of production and
distribution. The price also takes into account the competition and the demand in
the market. IPET aims to achieve a balance between profitability and customer
satisfaction.

16
 Loona the
Products Ipet Cozmo Quoobo Eilik
Petbot

Price 899$ 299$ 359$ 149$ 139.99$

4-2.1. Pricing comparision

3. PLACE: (TRANG)

The IPet is available online through Apple’s website and app store, as well as
offline through Apple’s physical stores and authorized resellers. It uses a selective
distribution strategy, which means that it is only sold through a limited number of
channels that can maintain its image and reputation. It also uses a direct distribution
strategy, which means that it is sold directly from Apple to the consumers, without
any intermediaries or middlemen. This allows Apple to have more control over the
distribution process and the customer relationship.

IPet is available online and offline through different channels. Here are some
of the advantages and disadvantages of each channel:

Online Stores: The online stores are convenient and accessible for the users,
as they can order the IPet from anywhere and anytime. They can also customize the
IPet according to their preferences and tastes. However, the online stores may not
provide the same level of customer experience and service as the physical stores.
The users may also have to wait for the delivery of the IPet, which may take longer
depending on the location and availability.

Direct Retail: The direct retail stores are the Apple Stores that are owned
and operated by Apple. They provide a high-quality customer experience and
service, as they showcase the IPet and its features in a spacious and elegant
environment. They also offer value-added and after-sales services, such as
warranties and repairs. However, the direct retail stores are expensive to maintain
and operate, as they require a large investment in rent, staff, and inventory. They are

17
also limited in number and location, as they are only located in selected and
crowded areas.

Authorized Retailer: The authorized retailers are the third-party retailers

that sell the IPet and adhere to the showroom concept of the Apple Stores. They
also provide a good customer experience and service, as they are trained and
certified by Apple. They also offer value-added and after-sales services, such as
warranties and repairs. However, the authorized retailers may not have the same
degree of control and consistency as the direct retail stores, as they may have
different policies and practices. They may also have to share a portion of their
revenues with Apple, which may reduce their profitability.

Network Carriers: The network carriers are the providers of network

services that sell the IPet and bundle it with their service plans. They provide a
flexible and affordable option for the users, as they can pay for the IPet in
instalments or at a subsidized price. They also increase the reach and availability of
the IPet, as they have a large and diverse customer base. However, the network
carriers may not have the same level of product knowledge and technical expertise
as the other channels, as they may focus more on selling their network services.
They may also have to comply with Apple's terms and conditions, which may limit
their flexibility and autonomy.

18
 4.3.1. Stores where sell Apple’s product

4. PROMOTION: (VY)

IPET uses various methods of promotion to create awareness and interest in

the product. IPET has a social media presence on platforms such as Facebook,
Instagram, Twitter, and YouTube, where it posts engaging content such as videos,
photos, testimonials, and updates. IPET also uses online advertising such as Google
Ads and Facebook Ads to target specific audiences based on their demographics,
interests, and behaviours. IPET also participates in trade shows, exhibitions, and
events where it showcases its features and benefits to potential customers. IPET
also offers discounts, coupons, and giveaways to attract new customers and retain
existing ones.

Apple imposes elegant and intelligent promotions. The brand primarily

focuses on the products and their differentiating factors from competitors. Apple
has leveraged various marketing channels so we can easily understand its products.
These elements can be called "communication mix" Promotional programs need to

19
carefully determine communication tactics by which the company can reach target
customers. By leveraging various marketing channels and focusing on emotional
appeal, Apple has created a strong brand identity that resonates with consumers and
builds a loyal fan base. We can divide promotion planning into 3 ways: Digital
marketing, Experiential marketing, and Influencer marketing.
Digital Marketing
It is a popular way of promoting in the digital era 4.0. Digital marketing has
been a critical component of Apple's promotion strategy, leveraging various digital
channels to reach consumers. This includes social media platforms, email
marketing, and online advertising. Apple's social media channels, such as its
YouTube, TikTok, Facebook, and Twitter pages, are regularly updated with content
that promotes its products and brand to followers. The company also uses email
marketing to send targeted customer messages, offering personalized product
recommendations and promotions. In addition, Apple has invested heavily in online
advertising, using channels such as Google Ad Words and display advertising to
reach consumers with targeted messages.
By using Digital marketing, Ipet will be available across all social media
platforms globally. Apple always promotes products in a short, concise, and
accurate way that goes straight to the point within 15 seconds to convey advertising
content that does not contain confusing or complicated terms, but instead contains
simple words and direct emphasis. Strong on the features and necessity of the
product to customers. Simple advertising creates really good experiences that make
you feel different from other technology brands on the market today.
Experiential marketing
It has also played a significant role in Apple's promotion strategy. The
company has created unique and memorable customer experiences by showcasing
its products innovatively. For example, Apple has made pop-up stores in high-
traffic areas such as airports and shopping malls, where customers can try out the
latest products and receive personalized advice from Apple experts. The company

20
has also organized events such as product launches and demonstrations to showcase
its products to potential customers.
By using experiential marketing at official Apple stores around the world is
more authentic than digital marketing. Experiencing Ipet at the store, customers will
clearly see Ipet's outstanding features, increasing persuasion and increasing
purchases. Marketing experience is an essential strategy in promotion as it has
brought large and stable revenue to Apple for many years.
Influencer marketing
It is another crucial element of Apple's promotion strategy. The company has
partnered with various influencers and celebrities to promote its products to its
followers. These partnerships have helped to increase brand awareness and create a
buzz around new product launches. For example, Apple partnered with famous
musician Drake to promote Apple Music, which helped to increase the platform's
user base.
By using Influencer marketing to partner with celebrities, industry experts
such as Mr. Who’s The Boss, Tested, Unbox Therapy, etc. and social media
influencers to endorse and promote your products. This strategy helps Apple tap
into an influencer's existing fan base and leverage its credibility to build consumer
trust and interest.

II. PRICING STRATEGY:

Target return objectives: IPET wants to earn $2 million in profit from its
sales by the end of 2023. This means that we used the target return objective of 20%
on $10 million that was invested into the development of the product. To achieve
this objective, IPET sets its price at $899, which is based on the perceived value of
the product to the customer. IPET also offers promotions to attract more customers
and increase sales.

Premium pricing: This strategy involves setting a high price for a product
that offers superior quality, design, and features. It also creates a perception of
exclusivity and luxury among consumers. Apple is well-known for using this

21
strategy for its products, such as the iPhone, the MacBook Pro, and the Apple
Watch. By using this strategy for the IPet, we would emphasize its unique value
proposition as an intelligent and interactive desktop pet that can provide a great user
experience. I would also highlight its advanced functionalities and features, such as
its neural network processor, its emotion engine, and its ability to play music,
games, and answer questions. And would also leverage Apple’s strong brand
reputation and loyal customer base to create a demand for the IPet among existing
and potential users

Psychology pricing: This strategy involves setting a price that influences the
consumer’s perception of the product’s value. It also uses various techniques to
make the price seem more attractive or reasonable. One of the common techniques
is using odd pricing, such as ending the price with 9 or 99. Apple also uses this
technique for most of its products, such as pricing the iPhone 13 Pro at 999$ or the
MacBook Air at 999$. By using this technique for the IPet, we would make the
price seem less expensive than it actually is. We would also create a contrast effect
by comparing the IPet’s price with other more expensive products or services, such
as a luxury vacation or a car. To create a contrast effect by comparing the IPet’s
price with other more expensive products or services, we would use some of these
techniques:

 Framing technique, such as presenting the IPet’s price as a fraction of a

more expensive product or service. For example, “The IPet is only 1/10th of
the price of a luxury vacation to Hawaii. You can enjoy the companionship
of your IPet all year round, while a vacation only lasts for a few days.”
 Anchoring technique, such as showing the IPet’s price next to a higher
price that is crossed out. For example, “The IPet is now available for only
899$. This is a limited-time offer, as the original price was 999$. Don’t miss
this opportunity to get your IPet at a lower price.”

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 PART 5: CONCLUSION

In conclusion, IPet is a unique and innovative product that offers a superior

user experience and creates a demand in the market. It is an AI desktop pet that can
interact with the user and explore the world, using its neural network processor and
emotion engine. It is integrated with Siri, Face ID, Touch ID, and iCloud, to provide
convenience and security. It is personalized and customizable according to the
user’s preferences and tastes, to provide satisfaction and loyalty. It is compatible
with other devices and platforms, to provide connectivity and compatibility. IPet is
not just a toy or a gadget, but a companion and a friend that can enrich the user’s
life and learning. IPet is the future of AI desktop pets, and the future is now. Do you
want to join the IPet revolution? Order yours today and get a free one-year
subscription to Apple Music and Apple Arcade.

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 PROJECT REPORT ASSESSMENT SHEET

Class:

No Full name Student’s ID Group Individual Final

. Scores Scores Scores
1.
2.
3.
4.
5.

Project Assessment
4 5 Criterion Comments Scores
Format + Format:
2 3
Connection Connection:
Introduction Introduction:
2 + Audit + Audit:
Objectives Objectives:
Product:

4
Strategy and Place:
4
tactics
Price:
Promotion:
Presentation:
2 3 Report
Q&A:
Total ….../
10

HCMC, ……………………………………...
Instructor
(Sign and write down full name)

24