Marketing Strategy Budgets and Controls Marketing Plan

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Total Length: 607 words ( 2 double-spaced pages)

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MacBook

Apple Computer Founded in 1976 with a marketing model based on integration, aesthetics and design, never a low price leader, always an innovator. Mac Book Pro-replaced iBook and Power Book, designs based on size and power.

Market Description

Segmentation -- middle-upper middle class individuals, small home and offices, larger businesses with design focus

Targeting -- turn the ordinary into something extraordinary, worry less about price and more about justification and lifestyle

Value proposition -- Focus on value and design to build, build through tribe mentality

Consumer Behavior -- Push the envelope and ease of use, be part of the innovative generation and first line of consumer

Buying decision process- consumer must be engaged; laptops are not whim purchases, but part of Apple tradition; MacBook seen as different than other brands, special and unique

Product Review -- Three separate designs of MacBook in use; 2006 original moved t

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o 2008 MacBook Pro; 2009 high end MacBook Pro; 2011 MacBook disconinued in favor of MacBook Air; bu Apple coninues o sell o educaional insiuions and essenially, Air is newer generaion of MacBook Pro.

MacBook a specialy produc and consumers do exensive research; unique and more expensive and an invesmen

Produc has meaning ouside of uiliy

Produc may conribue o psychological facors of success or uniqueness

Lifecycle is dual dependen, needs of user based on acual usage; usually 18-24 monhs and new sofware innovaions 24-36 monhs

Compeiive Review

Feaures

Benefis

Operaing Sysem

OSX, less chance of viral infecions

Operaing Sysem

Runs Windows and Mac

Design

Sleek and Arisic

Baery Life

Up o 10 hours

Graphics

High end gaming and design

Compaible Hardware

IPods, iPhone, ec.

Screen Sizes

13, 15, 17" depending on need

Processor

High end for searching and muliasking

Differeniaion -- sleek and lighweigh; high qualiy,.....

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Latest Chicago Format (16th edition)

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