You are on page 1of 17

PRODUCT BRANDING OF

“Apple iPod”

Presented By :-

AMIT KUMAR SINGH MFTECH (AP) –II BATCH-2008-10 NIFT, NEW DELHI

CONTENTS
 Introduction of product  IP mandate & Goals  Apple’s Business Strategy  Stages in new product development  Focus on IPR for brand protection  Apple’s Gross Profit margin on ipod  Sales position of iPod  Industry impact of Ipod  Advertising Campaigns

INTRODUCTION OF PRODUCT
• iPod is the brand of portable media players designed and marketed by Apple Inc. and launched on October 23, 2001. The product line-up includes the hard drive-based iPod Classic & touch screen iPod. • iPod Classic models store media on an internal hard drive, while all other models use flash memory to enable their smaller size. As with many other digital music players, iPods, excluding the iPod Touch, can also serve as external data storage devices. Storage capacity varies by model. • In September 2008, more than 173,000,000 iPods had been sold worldwide, making it the best-selling digital audio player series in history. • Apple's 2007 year revenue recorded US$24.01 billion with US$3.5 billion in profits.

IP MANDATE & GOALS
 The primary goals are: • • • To improve local innovation systems To help in commercializing intellectual property To improve the climate for investment.

 With particular reference to transitional economies, In light of these goals this presentation is structured as follows: • Innovation & Business-University Collaboration • • • • • Technology Transfer The Strategic Management of Intellectual Property Assets Value transference, functional differentiation & sustainable differentiation IP Administration Maintenance & policing of intellectual property

BUSINESS STRATEGY
Think Different

Conti… • Over the years, Apple has continuously invested in research and development (R&D) to design and develop new products and peripherals. • Apple’s physical and financial achievements are the result of its deep commitment to continuous innovation-led business strategy. • Apple maintains competitive advantage by effectively integrating an entire solution, including the hardware (iPod), software (iTunes), and distribution of third-party digital content (iTunes Music Store). • Apple's phenomenal growth was possible because of its continuous thrust on innovation, resulting in a range of products like Mac OS X v10.2 Jaguar, 'Switchers', iPods, iMacs and iBooks. These innovative products have attracted new customers and are in great demand.

Conti….

Stages in new product development
Brainstorming Filter ideas Ask customers Formulate strategy Estimate sales, costs and profits Prototype created Trial launch in a few areas Putting into production

FOCUS ON IPR FOR BRAND PROTECTION
TRADE MARK
A distinctive word, phrase, logo, graphic symbol, or other device to identify the source of a product or service, brand to distinguish a manufacturer’s or merchant’s products from anyone else’s. The company get right as trademark for there logos. They gone for it as to protect there logo from misuse. The Trademark “iPod” is registered in 2003 & then assigned to Apple in 31 Jan 2005 by U.S. Patent office.

INDUSTRIAL DESIGN
The company has taken for industrial design right to save its product iPod, as it is having unique, sporty, and attractive look & click wheel and this right assigned in 2005 by U.S. Patent office.

PATENT
In the iPod, the software and technology used in iPod is patented by Apple Inc. Apple believes in new innovation & technology that is the main key of success. The 1st patent application is titled “Method and system for sharing playlists.” Invention relates to graphical user interfaces (GUI). The 2nd patent application titled “Method and system for configurable automatic media selection,”. In January 2006, Apple surprised the market by shifting from IBM’s PowerPC chips to the Intel platform, and by launching the Intel powered Apple iMac and MacBook Pro.

APPLE’S GROSS PROFIT MARGIN ON iPod
Apple’s reported corporate gross margin for all products in the year ending September 30, 2006 was 29 % but in 2008 it increased upto 39%. Apple is the lead firm in the iPod value chain, incurring costs for R&D, marketing, coordination of the entire value chain, and other overhead costs such as warranty.
Retail price per unit of 30 GB iPod Distributor Discount (10%) Retailer Discount (15%) Sub-Total (estimated wholesale price) Factory Cost Remaining Balance (estimated Apple gross profit Apple Gross Margin ($80/$224 ($144 $80 36% $299 ($30 ($45 $224

INDUSTRY IMPACT OF iPod
• iPods have won several awards ranging from engineering excellence, to most innovative audio product, to fourth best computer product of 2006. iPods often receive favorable reviews; scoring on looks, clean design, and ease of use. PC World says that iPod line has "altered the landscape for portable audio players". Several industries are modifying their products to work better with both the iPod line and the AAC audio. Apple offers more information on educational uses for iPods on their website, including a collection of lesson plans. Duke University provided iPods to all incoming freshmen in the fall of 2007, and the iPod program continues today with modifications.

• •

• •

ADVERTISING COMPAIGNS
• The more famous commercials and print advertising featured dark silhouetted characters against bright-colored backgrounds. The silhouettes are usually dancing, and in television commercials are backed by up-beat music. The silhouettes are also usually holding iPods and listening to them with Apple's supplied earphones.

• These distinctively appear in white, so that they stand out against the colored background and black silhouettes. Apple changes the style of these commercials quite often depending on the song's theme or genre

Conti….. • The original television commercials and posters featured solid black silhouettes against a solid bright color, which usually changed every time the camera angle changed.

On May 20, 2008, a new ad premiered during the American Idol finale. It follows the original form but with even more animated backgrounds and Coldplay is shown in the shadow. The song was Viva la Vida by Coldplay.

REFERENCES:
    

http://patentcircle.blogspot.com/2006_06_01_archive.html http://wipo.int http://apple.com http://productstrategy.squarespace.com/ http://wikipedia.org