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Market Planning Assignment: iPhone K

Market Planning Assignment: iPhone K. Group 2: Carly Jones, Hyunsoo Kim, Ina Koelle , Sarah Hirschmann , and Tyler Darke BUS 306-01 Fundamentals of Marketing December 10, 2013. Agenda. 1976. Market Needs Product and Software Introduction Product Position Competition

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Market Planning Assignment: iPhone K

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  1. Market Planning Assignment: iPhone K Group 2: Carly Jones, Hyunsoo Kim, Ina Koelle, Sarah Hirschmann, and Tyler Darke BUS 306-01 Fundamentals of Marketing December 10, 2013

  2. Agenda 1976 • Market Needs • Product and Software Introduction • Product Position • Competition • Target Market and Segmentation • Value Proposition • Finances • Conclusion and Questions 1976 - 1998 1998 - 2000 2001 - 2007 2007 - Present

  3. Market Needs • Simple solution to parental controls • Ease of use • Quality, child-appropriate phone • Desirable to children • Access for children to smartphone features and benefits • 46.6% of children in the U.S. own a smartphone • Expected to increase to 70.4% by 2016

  4. iPhone K • Plastic exterior, steel frame interior • Liquid repellent nano-coating • Configurations • 16 GB • 32 GB K

  5. iOS 7K • Limited internet • Restricted email • Restricted song, app, and video purchase • Monitored or restricted messaging • Incoming and outgoing call restrictions • GPS monitoring

  6. Product Position • High-end smartphone for children • Peace of mind for concerned parents • Bridge between limited-technology children’s phones and current smartphones

  7. Competition • Kajeet • Software only • Limited to Sprint phones • Firefly • Very limited features • Two color options • Not appealing to children

  8. Target Market • Parents of children ages 5 – 12 • Mid to high income levels • Early-adopters

  9. Market Segments • Geographics • Urban areas surrounding major cities • Early-adopters • Existing Apple store locations

  10. Market Segments • Demographics • Parents ages 25 – 50 • Likely to have children ages 5 – 12 • Mid to high income levels • Behavior / Psychographics • Concerned parents • 71% likely to set parental controls • Dissatisfied with current options

  11. Marketing Mix • Pricing • Distribution • Apple stores, online, other licensed retailers • Marketing Communications • Television commercials, billboards, social media, mobile service providers

  12. Value Proposition • Apple product • Broad range of features • Safest children’s phone on the market • Shares appearance of iPhone 5C

  13. Financial Plan

  14. Break-Even

  15. Conclusion • iPhone K - technologically advanced children’s phone • Perfect for concerned parents • Superior to competition • Key Learnings K

  16. References • Apple retail stores, united states. (2013). Apple. Retrieved December 5, 2013, from: http://www.apple.com/retail/storelist/ • Brown, R. (September 4, 2012). The cost of making an iPhone. Investopedia. Retrieved December 1, 2013 from: http:// www.investopedia.com/financial-edge/0912/the-cost-of-making-an-iphone.aspx • Elmer-DeWitt, P. (October 28, 2009). Apple's 2009 ad budget: Half a billion. CNN Money. Retrieved November 30, 2013 from: http://tech.fortune.cnn.com/2009/10/28/apples-2009-ad-budget-half-a-billion/ • Hodgkins, K. (September 24, 2013). IHS: iPhone 5s component tally reaches $199, iPhone 5c costs $173. Tuaw. Retrieved December 1, 2013 from: http://www.tuaw.com/2013/09/24/ihs-iphone-5s-component-tally-reaches-199- iphone-5c-costs-17/ • iPhone. (2013). Apple. Retrieved October 13, 2013 from: http://www.apple.com/iphone/compare/Median age for u.s. counties map, statistics. (2013). Governing. Retrieved December 5, 2013,from: http://www.governing.com/gov-data/ census/median-age-county-population-map.html • Median age for u.s. counties map, statistics. (2013). Governing. Retrieved December 5, 2013,from: http://www.governing.com/ gov-data/census/median-age-county-population-map.html • Zact. (May 13,2013). Zact mobile report: navigating children's smartphone use. PR Newswire. Retrieved October 10, 2013, from: http://www.prnewswire.com/news-releases/zact-mobile-report--navigating-childrens-smartphone- use-215817311.html

  17. Questions iPhone K

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