Apple iPad Marketing Position and Statement

Positioning Statement Apple, a forerunner of manufacturing inventive and creative technology and communication tools, is using its experience and skill to help businesses in achieving better functional operations. The Apple iPad 2 will take inventive devices and applications to a new level by changing the method of business conduction, regardless of the size of the firm. Apple is synonymous with quality, creativity and enthusiastic entrepreneurialism.   Talking Points: Six most significant questions were addressed in the creation of the position statement: 1 Who is our brand? 2. What is our business? 3. Who is our target market and what are their needs? 4. Who are our competitors? 5. What is our key unique benefit or differentiator? 6. Why should anyone believe our claims? These questions help the developers of the marketing campaign in the layout of the marketing plan. The marketing plan is to make the iPad 2 attractive to small and medium businesses.

The Apple Brand The Apple Personal Innovative Entrepreneurial Quality Creativity Steve Jobs founded Apple Incorporate in California by the name of Apple Computer in 1977. Now Apple is in the process of producing and distributing several types of personal computers, mobile communications and media devices, portable digital music players, and peripherals (Apple, 2010a). Innovative Apple creations like the iPod, the Apple Notebook, iPhone and the iPad have taken technological creativity and skill to a new level, thus becoming an alternative choice to the PC as they show in their TV advertisements. This success has led to Apple becoming synonymous with attributes such as: Innovation Entrepreneurial Quality Creativity Because of these qualities Apple is associated with, customers wait eagerly for their latest product. This makes their products popular and makes several businesses want to bring Apple in their daily technological tasks. Small to Medium businesses have been chosen as target market for this reason which is the topic of this presentation (Apple, 2010b).

High-Tech Products Innovation Products that put Apple as the leader of High-Tech Products Apple II, 1977 Apple III, 1980 Macintosh, 1984 Power Macs, 1994 iMac and PowerBook, 1998 iPod, 2001 iPhone, 2007 iPad, 2010 Steve Jobs worked hard to complete the prototype of the first Apple main board but he desired to give the customer an option of affordable cost. Steven Wozniak, Steven Jobs and Ron Wayne started Apple (Sanford, 2011). They worked to develop such technology which could enter the market and prove its creativity. Apple was founded on a very low budget. They could not even afford the parts for the initial order of fifty computers. Later, it was revealed that it had indeed been a very beneficial investment. Throughout all these years, Apple has made the field of computers progress in terms of speed and usage. Even the competition is struggling to keep up. Mobile technology initiated in the year of 2001 when the Apple iPod was released. It was the organization’s most successful venture. When the iPhone and iPad were launched, the success grew even more. Apple has taken the industry by a storm making the competitors worry.

Target Market Apple’s strategy is to target the business sector: Reach 5,930,132 firms Reach 120,903,551 people Resulting in: Capturing 75% of the market Increased sales Before now, Apple targeted customers who used technology for entertainment but now their marketing plan has altered to target the business sector which consists of above 5,930,132 firms and approximately 120,903,551 employees (Statistics of U.S. Businesses, 2008). Apple intends to grab hold of at least seventy five percent firms through their marketing and thus increase their profits of sale by making the business sector their target market. Now that Apple knows its target market, it will keep a look on the sales statistics to allow continual progress of the iPad. This will enable them to achieve their goal of reaching seventy five percent firms through their effective marketing campaign.

Business Needs What does a professional businessperson need: Convenience Access to information Confidence Image Innovation A businessman always keeps the mobility of a device as his first preference. iPad 2 fits the bill, it is smaller and not to mention lighter than a normal laptop. Each businessman wishes that if he is travelling or unable to reach the office on time for any reason, his link to the business world does not end. The iPad has enabled such people to take their business along with them wherever they go, due to its technology, excellent quality and impeccable service. Apple’s brand states, “I am current.” If a businessman goes to an important meeting and there he struggles to attach his laptop to an electric outlet, well that just gives a bad impression. A businessman would never like his image to become tainted. On the other hand if a businessman comes to the meeting and brandishes the Apple iPad, that says he is prepared for everything. The iPad also breaks the ice efficiently when a client comes for a first visit. A businessman always wishes for a tool that is as modern as they are. A device that can help them stay in contact with their business activities at all times. Something that keeps him connected to business accounts, social media, face-time for meetings on the road, email, a camera to capture current trends, etc.

Key Attributes Business Processes and Intelligence Sales Transactions, CRM Edit Office Documents, Notes Meetings, Presentations Access Files, Collaboration Businessmen can now continue their business activities even if they are not in their offices, with the help of the Apple iPad. They can keep themselves connected to business metrics, make presentations, successfully serve and maintain customers, and acknowledge business partners while in the field. “Dragon Dictation” is a latest application which enables busy individuals to speak into the iPad while it automatically converts the speech into a text. This saves a lot of time and displays Apple’s desire to keep serving the business sector as well as technology allows. The several applications in the iPad are exactly what a businessman needs. For example, a person can talk to his client who may not even be in the same country as him, make presentations including flow charts, get rid of the uncomfortable stack of papers and replace it with an electronic and efficient data base.

Competition Motorola Zoom BlackBerry Playbook Motion Computing’s CL900 Apple is a difficult one to beat when it comes to the competition of the best tablet. Two third of the tablets used are of the Apple company which shows that the competitors are very much behind. But some of the companies have now made great developments in their technology which has brought them closer to the Apple iPad. Some are concentrating on the business sector just like Apple.

Unique Benefit & Competitive Advantage Unique Benefit has helped Apple’s success Innovation Quality Apple’s Competitive Advantage Customer Experience Customer Loyalty Apple has been successful due to many reasons. Their creativity and their products are the main factors. The people Apple employs are the ones who struggle to make the world’s best technology. Apple has employed several intelligent and passionate people who were set on the goal of creating the best PC. This goal has now turned to the production of tablets. The competitive advantage of Apple is another thing that makes it successful. It not only gives its products to the customers, but also gives some tantalizing possibilities with it: the numerous applications, the advancements the product will experience as time goes by and also the possibility of accessories, support and maintenance. Customer loyalty also plays a part. Customers know that Apple products improve every time. If they have a complain about the product, Apple doesn’t ignore it but addresses it in the next update or in the next product. Apple pays attention to the customers and doesn’t disappoint them. When the first iPad came out, iPad was ready with the next version only a year after. The latest features and customers’ views incorporated into the iPad made it very successful.

In Apple We Trust Why should customers believe Apple can deliver? Apple is a global, recognized brand synonymous with Quality Innovation Spirited entrepreneurialism. Apple is a product company not a profit company Apple always produces such creative products that keep the customers happy. The modern designs and the high quality operating system display the reputation of Apple. Apple is popular not because it is perfect and is unable to make any errors but because they address these errors and alter them as soon as possible. Apple wishes to fulfill the customer’s wants of the best device they can get which is why they keep adding alterations to their products. The second objective of Apple is making a profit. High quality products which customers are happy with ensure this goal of a profit. The reputation of Apple to produce the most modern and convenient computers as well as many other devices is still intact. The vision of Apple still remains the same, they still wish to make their products better and better.

Summary The right product for the businessperson of the FUTURE! Convenience Sales presentation Sales ordering Apple has set a very high goal of bringing seventy five percent firms into its circle through marketing and thus making their sales grow by making the business sector the target market. Since Apple is the forerunner of technological and creative products, this goal can be accomplished with ease. The advantages of Apple’s iPad are to be shown to the business sector with the help of the two Cs: Convenience and Confidence which are very important for businessmen.

References Apple, Incorporated. (2011a). Company background. Retrieved on from http://files.shareholder.com/downloads/AAPL/1338949534x0xS1193125%2D10%2D238044/320193/filing.pdf Apple, Incorporated. (2011b). Business strategy. Retrieved on from Finkle, T. A., & Mallin, M. L. (2010). STEVE JOBS AND APPLE, INC. Journal of the International Academy for Case Studies, 16(7), 31-40. Retrieved from EBSCOhost. iPad at work. (2011). Retrieved, from http://www.apple.com/ipad/business/apps/ Sanford, G. (2011, May). Apple History. Retrieved, from Apple-History: http://www.apple-history.com/ Statistics of U.S. Businesses. (2008). Retrieved, from U.S. Census Bureau: http://www.census.gov/econ/susb/ Tablets built for business. (2011). Retrieved, from, http://www.portfolio.com/views/blogs/resources/2011/01/10/top-tablets-aimed-at-businesses-at-ces/ The information contained in this presentation was gathered from the above websites and sources.