MP3 players started from just a plain audio player. A few of these traditional mp3 players were the CD players and walkman. As time passed and as technology took over the world, mp3 players evolved and turned into a full featured multimedia device.
With this, it’s not a question why mp3 players have become a form of luxury or even a fashion trend to most in our generation.
With the enhanced mp3 players nowadays, you have the access to play music and movies, to surf the net using Wi-Fi, to play games, to record and to download files, and a lot more.
Apple’s iPod was one of the top of the line mp3 players all over the world. Over the past few years, Apple’s iPod has been leading over its rivals, Sony, Microsoft, and Creative Zen in the portable audio market.
Some articles from the net claimed that Apple’s iPod has gotten this far not only because of the product’s characteristics and features but as well as its packaging, print and TV ads, and presentation.
Apple’s iPod has been very popular for its one of a kind and explicit print and TV ads. Most of their ads demonstrated a black silhouette character dancing or jamming against bright colored backgrounds. Each character carried an iPod with earphones. Both the iPod and earphones were in white to give emphasis to the product. Lively and beat up music accompanied the TV ads of iPod.
This concept which they introduced in their ads has become iPod’s identity and trademark. It has become influential and effective to a lot of consumers.
The print and TV advertisement of Apple’s iPod that I chose was of iPod Nano Chromatic Paint’s.
The iPod Nano Chromatic Paint was the 4th generation iPod Nano. It was designed in curved aluminum and glass enclosure. These iPods were available in nine vibrant colors, silver, black, purple, light blue, green, yellow, orange, red, and pink. It also came in two different sizes, 6 GB and 18 GB. Its design was sleek and sexy. A purchase of this product also included a display box that holds the iPod, standard earphones, USB 2.0 cable, dock adapter, and a quick start guide.
iPod Chromatic supported music, photos and videos. iPod Chromatic was also shake to shuffle. It changed its display orientation depending on how you handled the iPod. Extras of iPod Nano Chromatic included an alarm feature, calendars, clocks, contacts, notes, games, and a stopwatch feature. iPod also has iTunes which purchased, managed, organized, and played the contents of your iPod. It has good quality sound and a lot of features for media player.
The iPod has a unique product identification to separate them from its competitors. There was product differentiation and cost efficient packaging that made it desirable to consumers.
The concept that they used was different from the previous ads of iPod. I still found these ads very interesting. It has a different concept but delivered the same feeling and experience. I believed that Apple got the concept of these ads from the words, paint and chromatic.
Chromatic meant the relation or characterization of colors having saturation greater than zero. Another definition was the relation of the chords or harmonies based on non-harmonic tones. These definitions suited the nature of iPod Chromatic which were offering music and new set of colors.
In both the print and TV ads, there were spills of paint dripping from the iPods. Those spills signified the availability of the nine vibrant colors offered by the iPod Chromatic.
All iPod’s target market were teenagers and young adults with ages ranging from 12 to 25 who have interest in music and literature. Both were male and female included in the middle and high class.
Apple’s iPod has been very successful over its rivals because of its branding and position. They were the first to offer an application, iTunes, which purchased and organized contents.
They offered their consumers a way to purchase, to organize, and to display the music that they wanted. They were the first to also give recording industries, artists, and musicians a share and revenue for purchasing their music.
Apple has also introduced the internet as a means of easy and accessible purchase of their favorite songs.
iPod also made their consumers buy music and videos from Apple. If not, music and video files won’t work or play. This made them have consistent and great profits.
Their past products have good reputation and image. iPod were handy and fashionable. Their prices were higher and have greater profits than their competitors which created a perception of good quality. This also increased the market share of iPod. A one year warranty was also given to assure the quality of the iPod. These were few of the reasons why iPods were successful.
I believed that Apple followed an IMC Strategy. They have effective marketing mix of their product, price, place, and promotion. They were successful in branding their iPod and all other products of Apple. Their strategy was to sell off their products at competitive and profitable prices and maintain customer satisfaction.
The Apple’s TV and print ads and all other forms of communication convey a consistent feel of design, innovation and simplicity to its target markets. This was also an evidence why iPod and all other products of Apple have been successful and have made a good reputation for several years now. They have always followed a good plan and a complete marketing strategy.
