소개글
애플 ipad 아이패드 마케팅사례(영문)에 대한 자료입니다.
목차
Evolution of Device
Existing Market(1)
Existing Market(2)
Cannibalization
Product Innovation
Competitiveness of Apple
Change of Competitive Structure by Apple
All about iPad
Future Issue
본문내용
CEO Equity
CEO Steve Jobs
Charismatic leader
Wonderful presenter at Mac expo
Business man & Artist & Engineer
Know how to use media effectively
Employee motivator (called great blackmailer)
Brand Equity & Mac Fans
* High brand equity : the icon of this digital era - the brand name and logo itself make people heart-beat – Cult brand
*Loyal customer : Believe in Apple and Jobs – Buy whatever Apple make / Spontaneously advertise Apple’s product
Effective Marketing
Effective advertising : ‘Think different’ campaign, ‘Get a mac’ etc…
Macworld Expo : Draw a large gathering of media representatives and spectators
Apple store(Offline) : Giving customer chance of experiencing Apple