APPLE INC. IS THE BRAND MANUFACTURER THAT PRODUCES THE IPOD TOUCH. THE IPOD TOUCH IS A BRAND EXTENSION OF THE IPOD. THE BRAND MARK FOR THE IPOD TOUCH, AS WELL AS EVERY OTHER ITEM THAT APPLE INC. PRODUCES, IS A SILHOUETTE OF AN APPLE WITH A BITE TAKEN OUT OF THE RIGHT SIDE. APPLE INC. , ACCORDING TO FORTUNE MAGAZINE, IS THE MOST ADMIRED COMPANY IN THE WORLD.
APPLE INC. WAS ESTABLISHED IN APRIL OF 1976 SO CONSUMERS DEFINITELY HAVE AWARENESS OF THE BRAND. AS WELL AS APPLE INC.
HAVING CONSISTENTLY PRODUCED PRODUCTS OF HIGH QUALITY AND THE LOYALTY OF CONSUMERS, THE IPOD TOUCH’S VALUE IS GREAT. IPOD TOUCH COULD USE A DIFFERENTIATED TARGETING STRATEGY TO REACH MULTIPLE TARGET MARKETS. CONSUMERS WHO NEED A GADGET WITH EVERYTHING ON THE GO WOULD BE GREAT TO MARKET TO. THE PRODUCT COULD ALSO BE TARGETED TO THE CONSUMER WHO WANTS TO BE UP TO DATE WITH THE LATEST ELECTRONIC DEVICES. DUE TO THE PRICE OF THE IPOD TOUCH, THE ACCESSORIES, AND APPLICATIONS, ONLY CERTAIN DEMOGRAPHICS WOULD BE BEST MARKETED TO.
THE CORE PRODUCT OF THE IPOD TOUCH IS BEING AN MP3 PLAYER. SOME CONSUMERS BENEFIT FROM THE SUPPLEMENTAL FEATURES SUCH AS VIDEO, INTERNET, AND GAME APPLICATIONS ON THE IPOD TOUCH. THE FACT THAT YOU CAN CHOOSE YOUR OWN APPLICATIONS AND BASICALLY BUILD YOUR OWN GALLERY IS A SYMBOLIC FEATURE. RECENTLY THE IPOD TOUCH HAS ALTERED THE PACKAGING FROM A SLEEK BLACK BOX TO A CLEAR PLASTIC BOX USING THE FAMILY PACKAGING APPROACH.
CONSUMERS ARE FAMILIAR WITH THIS INNOVATIVE PACKAGING AND IT ADDS VALUE TO THE PRODUCT BY ASSOCIATING THE IPOD TOUCH WITH OTHER IPOD PRODUCTS. THE IPOD TOUCH IS A CONSUMER PRODUCT THAT FALLS INTO THE SHOPPING PRODUCT CATEGORY. CONSUMERS DO NOT JUST WALK INTO A STORE ON THE CORNER TO PURCHASE THIS PRODUCT.
CONSUMERS WILL PLAN AND COMPARISON SHOP WHILE MAKING THE DECISION TO PURCHASE AN IPOD TOUCH. THE IPOD TOUCH IS PART OF A PRODUCT LINE. THE OTHER PRODUCTS IN THIS LINE ARE THE IPHONE, IPOD NANO, IPOD SHUFFLE. ALL THESE PRODUCTS ARE CLOSELY RELATED AND SOLD BY APPLE INC. THE IPOD TOUCH IS IN THE INTRODUCTION STAGE OF THE PRODUCT LIFE CYCLE. APPLE INC. IS STILL DEVELOPING VARIATIONS AND CORRECTING ANY PROBLEMS THEY SEE IN THIS PRODUCT.
THERE ARE FEW COMPETITORS IN THE MARKET FOR THE IPOD TOUCH AND SALES ARE RAPIDLY INCREASING. CONSUMERS ARE STILL LEARNING ABOUT THIS PRODUCT AND ONCE THE LATE MAJORITY OF CONSUMERS BEGIN TO PURCHASE THE IPOD TOUCH THE PRICE WILL MOST LIKELY BE LOWER. THE IPOD TOUCH IS VERY DISTINCT FROM OTHER MP3 COMPETITORS ON THE MARKET. SLEEK DESIGN, UNIQUE SHAPE, WIFI, AND EASY HANDLING SET IT ASIDE FROM SIMILAR PRODUCTS ON THE MARKET. THE PRICE FOR THE IPOD TOUCH IS A BIT LOWER THAN SMART PHONES WITH THE SAME CAPABILITIES; LIKELY DUE TO THE FACT THAT THE IPOD TOUCH DOES NOT HAVE A CAMERA OR PHONE INCLUDED.
STILL, FOR THE CONSUMER WHO HAS THE NEED FOR INTERNET, GAMES, VIDEOS, AND MUSIC THE IPOD TOUCH IS IN POSITION ABOVE THE COMPETITORS.