Apple iPod's Promotional and Positioning Strategies
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
Apple's promotion strategy which was widely appreciated was the surprise element that it attached just before it rolled out its iPod. There was a heavy speculation and curiosity regarding the product and everyone was watching out for it. Apple did this with every other model of iPod which it launched subsequently...
The advertisements and commercials of iPod focused on the 'coolness' aspect as it made the viewers believe that having one would make them accepted among their peers. Analysts commented that the hype surrounding iPod was created due to its unique advertising, word of mouth publicity by the users and the look and design of the product...
Exhibit I: Apple's Digital Hub Strategy
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