MARKETING PROJECT
IPAD AIR 2
Josh McLean, Ivan Thayaparan,
Surafel Abebe & Wissam Srouji
INTRODUCTION
•
Apple was founded on April 1st, 1976
•
American multi national corporation, headquartered in
Cupertino, CA
•
Designs and manufactures laptops, tablets, software's,
personal computers, online services
•
Product Names -> iPads, iMacs, MacBook's, Apple TV,
iPods, Watches and iTunes
TARGET MARKET PROFILE
GEOGRAPHIC LOCATIONS
City
# of users (000)’s
Toronto
1,028
Vancouver
496
Montreal
480
Quebec
84
Ottawa/Gatineau
188
Calgary
282
DEMOGRAPHICS
Age
Amount of Users (000’s)
12-17 years
444
18-24 years
500
25-34 years
862
35-49 years
1,503
50-64 years
65+
Baby Boomers (born 1945-1965)
1,055
345
1,438
Gender
Amount of Users (000’s)
Male
2,451
Female
2,258
Personal Income: (000’s)
Amount of Users (000’s)
<$25
1,523
$25-$34.9
415
$35-$49.9
695
$50-$74.9
885
$75+
1,190
PSYCHOGRAPHICS
Lifestyles: Aspirer, Explorer, Mainstreamer
Motives: Durability, Efficiency, Convenience, Trendy
Values: Educational, Reliable, Gaming, Organizational
Personality: Thinker, Learner, Explorer, Tech Savvy
BENEFITS SOUGHT
• Design
• Portable
• Speed
• Display
• Security
PRODUCT STRATEGY
• Improvements
• Commercials
• “Apple”
= High Quality
• Environmentally
Friendly
PROMOTION
Primary promotion
tools
-Billboards
-Online Ads
-Television
- Apple/ nonApple Stores
PROMOTION
IPAD Air 2 and Commercials
-Attention
-Message Encoding and
Decoding
-Incorporates the brands
message
-Fun and captivates
attention
PLACE AND CHANNEL STRATEGY
• Location
• E-commerce
• Reaching
target
PRICING STRATEGY
•
Improvements to the iPad Air 2 reflects the
price of the device
•
Dominates the Market Share, resulting in
higher set prices
•
Discounts are available to students
•
Apple iPad Air 2 cost is starting at $549 ->
compared to the Samsung Galaxy Tab S
starting at $499
CONCLUSION
•
Apple is a multi national company that controls 15.4% of total market
share of the tablet industry in Canada
•
Apple iPad Air 2 is the fastest and thinnest tablet in the market
•
Generates the most sales out of all the Tablets in the market.
•
Product, Place, Price and Promotion are important strategies that
help promote and sell the brand and product
•
The world is eager to see what promising future Apple has to
offer!!!!!!!!!