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Case Analysis AssignmentApril 4, 2010 iPad Launch

Alyssa ChardComms 235

Professor Wilson

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Apple defined the ta)let as cool and fun& While other technology companies focused

on the producti%ity of their ta)lets, Apple emphasi>ed the interacti%e eperience iPad users

en#oy& *ssentially, the iPad $as promoted as a simple de%ice $ith limitless capa)ilities& "n April

2, 2010 hundreds of people camped in front of 9ac stores across the country, eager to get their

hands on Apples latest product 6West, 2010, para& 18&/his le%el of ecitement around a ne$

product is $hat sets Apple apart from other )rands&

Analysis!

?oal! /o position the iPad as the uni%ersally cool product that e%eryone $ants and to create

mar.et share for the iPad&

Objectives:

1& ?enerate a$areness among .ey pu)lics of the useful functions of the iPad&

2& Con%ince .ey pu)lics that the iPad is something they need to ha%e&

3& *ducate the pu)lic on the uni@ue )enefits of the iPad&

4& uild curiosity and ecitement around the product launch of the iPad&

5& ?enerate ma#or sales at initial product launch of the iPad&

:& 9aintain a high num)er of product sales of the iPad after initial launch&

Key Publics:

1& Apple e%elopers

9oti%ating this pu)lic to action is critical to the success of the iPad )ecause $hile Apple

pro%ides the iPad, it is the app de%elopers $ho pro%ide the apps consumers $ant to use&

2& *arly Adopters

/his pu)lic includes 25=40 year=old men and $omen& /his group includes college graduates $ho

are laptop users and are constantly on the go& 7or this pu)lic the iPad $ill not replace their

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laptops )ut $ill pro%ide them $ith con%enient internet access $hen they are on the mo%e&

Consumers in this age group are usually in the pea. of their careers and are for$ard=thin.ing&

/hey are $illing to ta.e ris.s and they are ecited to try ne$ products= especially $hen

technology is in%ol%ed& /his group is $illing to spend etra money to get their hands on a ne$

product li.e the iPad first&

3& usiness Leaders

/his pu)lic represents many of the opinion leaders that $ill ma.e the iPad a success& Apple

$anted the iPad to )ecome an e%eryday tool for employees in )usiness offices&

4& Boung to 9iddle=aged 9others

/his pu)lic includes mothers )et$een the ages of 25=45 $ith annual household incomes of

200,000 or more and $ho are college graduates& /his pu)lic appreciates the iPad )ecause it is

user=friendly and allo$s them to access email, e)oo.s and iphoto $hile they are on the mo%e

)et$een $or., %olunteer $or., family responsi)ilities and other acti%ities&

While Apple didnt target retired persons, research sho$s that men and $omen o%er the

age of :5 ha%e )een high consumers of the iPad 6Alpeye% and *.i, 2010, para& 18& Larger than an

iPhone, this pu)lic appreciates the large screen si>e of the iPad and its user=friendly format&

People in this age group are usually retired and %alue con%enience and easy accessi)ility= )oth

features the iPad pro%ides&

Apple did not specifically target children and teenagers, a mar.et that some critics

)elie%e $ould ha%e )een lucrati%e& /he apps a%aila)le on the iPad feature games and )oo.s&

Apple could ha%e achie%ed greater success had they mar.eted the iPad as a gaming de%ice for

children and teenagers as $ell as a )usiness tool and home luury&

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Messages, Strategies and Tactics:

1& Apple e%elopers

Message: *mphasi>e the opportunities a%aila)le to apple de%elopers& ighlight the interacti%e

eperience the iPad $ill pro%ide for users and mar.et the iPad as user=friendly for all ages& /he

potential for apple de%elopers to succeed is astounding despite the economic recession&

Strategy: /o con%ince apple de%elopers to create inno%ati%e apps for the iPad through

commercials and personal contact&

Tactics: Apple posted an eight=minute iPad tutorial on the 9ac homepage&

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launch&

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Message: /he iPad $ill transform the $ay that )usinesses operate& Apple mar.eted the iPad as a

tool $ith more capa)ilities, a de%ice more porta)le and a technology more eciting than e%er

)efore in an effort to promote the iPad as a )usiness tool that e%ery employee $ill use&

Strategy: /o con%ince )usiness leaders they must ma.e iPads accessi)le to their employees)y

choosing a strategic product launch date and through press co%erage in )usiness pu)lications&

Tactics:Apple launched the iPad as the recession )egan to e)) in the -nited 'tates& usinesses

$ere prepared to in%est in ne$ technologies, and the iPad $as ready for )usinesses& Apple

featured an eight minute iPad tutorial on their $e)site and in%ited a reporter from /ine to test the iPad )efore the launch and a $rite a feature story a)out his eperience&

'ome critics complained they didnt understand $hy they needed to purchase the iPad&

Apple could ha%e educated )usiness leaders on the need for iPads in )usiness offices more

effecti%ely through product placement in ads %isually sho$ing ho$ the iPad should function in a

)usiness office&

4& Boung to 9iddle=aged 9others

Message: /he iPad is a chic ne$ luury that is not only porta)le and con%enient )ut also user=

friendly, simple and fun to use& /he iPad $ill help mothers multi=tas. and accomplish things

more efficiently&

Strategy: /o con%inceyoung to middle=aged mothers to purchase an iPad through opinion

leaders and iPad commercials&

Tactics: /he Apple Bou/u)e channel featured 30=second %ideo clips focused on the easy

accessi)ility to iPhoto, email and e)oo.s& /he e)oo.s featured $ere often picture )oo.s,

something that $ould appeal to a mother& /he iPad tagline in one commercial read, +/he iPad

isnt #ust one thing&

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Boung to middle=aged mothers sa$ the Apple commercials on Bou/u)e )ecause many of

them are also )loggers, anious to $rite re%ie$s on ne$ products& Apple did a good #o) in

targeting not only )usiness leaders )ut mothers )ecause their commercials focused on home

luury features of the iPad& Apple also should ha%e featured specific apps for mothers& y doing

so, mothers $ould ha%e )een more anious to purchase the product&

i)liography!

1. 7ry, '& 620108& /he iPad Launch! Can 'te%e (o)s o

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'. *lder=eWitt, P& 620108& o$ many iPads $ill Apple sellF(ort)ne ', 1. Eetrie%ed

7e)ruary 1J, 2010, from http!IItech&fortune&cnn&comI

&. West, ?& 620108& Lines form for iPads 'aturday morning launch&*+ *e% -or, 1.

Eetrie%ed 7e)ruary 24, 2010, from http!II$$$&n)cne$yor.&comI

/. ?WE Press 620108& iPad launch! ne$ $orld record set and tallest married couple #oin the

@ueue& 0)inness +oo o# orld ecords 3log, 1. Eetrie%ed 7e)ruary 24, 2010 from

http!IIcommunity&guinness$orldrecords&comI

8. "li%er, & 620108& /ight iPad supply has Apple turning do$n %olume orders for

)usinesses&AppleInsider. Eetrie%ed 7e)ruary 21, 2010 fromhttp!IIappleinsider&comI

4. Dachary, E& 62010, (uly 20th8& Announcing i"'e%Camp 2010& i5S6e"amp.

1. *lmer=eWitt, Philip 620108& iPad $ee. t$o! 240,000 pre=orders& **Money, 1.

Eetrie%ed from http!IImoney&cnn&com

11. Kiefa)er, & 620108& iPad adds fun to list of apple attri)utes G*lectronic %ersionH&

+rand%ee, 1. Eetrie%ed 7e)ruary 1J, 2011, from usiness 'ource Premier data)ase&

12. Alpeye%, P and *.i, B& 620108& iPad leads Apple to a ne$ mar.et! the elderly G*lectronic

%ersionH&+loom3erg +)siness%ee, 1. Eetrie%ed 7e)ruary 1J, 2011, from usiness 'ource

Premier data)ase&

1!. 'herman, *& 620108& Apple limits iPad @uantities to )oost consumer demand and sells

25,000 an hour& +S Interacti"e +)siness *et%or. Eetrie%ed 7e)ruary 1J, 2011 from

http!II$$$&)net&comI)logItechnology=)usinessI

1$. ?opni., & 620108& /he dirty secret of Apples design&*e%s%ee, 7ol. 1'/, Iss)e &.

Eetrie%ed 7e)ruary 1J, 2010, from usiness 'ource Premier data)ase&

http://tech.fortune.cnn.com/http://www.nbcnewyork.com/http://community.guinnessworldrecords.com/http://appleinsider.com/http://appleinsider.com/http://money.cnn.com/http://www.bnet.com/blog/technology-business/http://tech.fortune.cnn.com/http://www.nbcnewyork.com/http://community.guinnessworldrecords.com/http://appleinsider.com/http://money.cnn.com/http://www.bnet.com/blog/technology-business/

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1'. "'hea, & 620108& /he ne$ paper&Entreprene)r Media Inc. Eetrie%ed 7e)ruary 21,

2010, from usiness 'ource Premier data)ase&

1&. Apple& 620108 30 second iPad feature commercials&Apple -o)T)3e hannel.Eetrie%ed

7e)ruary 21, 2010 from http!II$$$&youtu)e&comIuserIAppleI

http://www.youtube.com/user/Apple/http://www.youtube.com/user/Apple/