An Integrated Marketing Strategy for Ipad Air

Marketing

 Alfred Walz

Marketing/Advertising/Public Relations:

        OMM615

        Larry Flegle

        June 09, 2014

An Integrated Marketing Strategy for IPad Air

IPad Air is a tablet manufactured and marketed by Apple computers. It’s a revolutionary tablet that hit the market in the final months of 2013. It is an update of its predecessor tablet from Apple, iPad. Its price range is set according to the storage capacity and to whether it does have cellular capabilities or not. The success of the product in the tablet market is actually due to the superior marketing strategies chosen and effectively applied by Apple to push it into the market. They have successfully employed a market leader’s strategy to expand their market as they have done before. They have made it easily available to any prospective customer anywhere in the world by setting up “tribes” in the way of “product fan boys” to push for their product (iPad Air) around the world. They however made sure that the issues that were not satisfactory with the other predecessor products such as iPad 3 or iPad 4 are not repeated in this device and they totally sorted that out with this product. The timeliness to deliver this product just as users had started to identify some recurring flaws in the previous ones only highlights Apple’s strategy of jealously defending their market share. This they do it as well just as the (Kaplan and Norton, 1996) argues in the principle of marketing. They do this using an intricate but very spontaneous continuous innovation and with a unique style of identifying places to defend, for example, they have lately defended the Indian and Chinese markets due to their size and the increased consumption index that has been growing steadily. Their marketing in the close of 2013 led to what marketers termed as an iPad Christmas (CIRP report, 2014).

This goes as follows: £399 (16GB), £479 (32GB), £559 (64GB) and £639 (128GB). Those with Cellular features retail at £499 (16GB), £579 (32GB), £659 (64GB) and £739 for (128GB). Unlike its predecessor, it has a slimmer body (7.5 millimeters) and it is lighter in weight (at 0.5 kilograms). It has an A7 chip and hence making the fastest iPad currently the market. It is a fifth generation tablet (as of May 13 2014) that has been welcomed very well by its target market: the tech savvy and the young generation of trendy youngsters that love gadgets. It’s actually a full-mass computer with an extra advantage of being so portable and so sleek. The screen size measures 9.7 inches diagonally and it offers the user a big enough display with a real portability advantage. It has pre-installed iOS 7 with an option of update to future versions of the operating system. It gives the user a range of pre-installed applications to perform their normal function optimally but it also leaves the user the options to download more. “Apple® Ipad with Retina display (http://www.apple.com/ipad/features/)” (Ogden & Ogden, 2014)..

However the preinstalled ones cannot be uninstalled. Another sterling feature is that it offers the user a possibility of accessing the functions of the hardware components buttons by the use of the touchscreen. Its processor a powerful computing capability that makes it fit to deal with the usual issues of computing with pinpoint accuracy and ease. For example, the tablet can handle processor intensive games and applications very comfortably due to its 64-bit innate processing power and the packs of battery power redeemable techniques that enable the tablet to function for an extended time every time after its charged. It’s fitted with some very nice-looking speakers that give it that signature Apple gadgets look.

It comes in a range of color schemes whereby some have a grey at the back and white at the front whereas the others have the silver at the back but are white on the front side. Additionally, the tablet has a lighting charging and syncing port and the cable to go with it. It offers the option of a front and a back camera. It has Wi-Fi capabilities, a dual channel and it is fitted with Bluetooth 4.0. It gives the option of cellular connectivity an accelerometer, light sensing and a digital compass too. For those who are particular about the volume controls, it offers the functionality of a user configured maximum volume limit and a Siri voice assistant.

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These outstanding capabilities have placed the tablet as unique one in the market and this is in line with the bar that the company has set for themselves when it comes to creating a product that even the employees at Apple can also use and a product that is better than the one that they are using currently. This means that the brand, iPad Air, is not just a passing cloud but the Apple company has identified the needs of the market and factored them in their end product and so they are sure that the product will definitely attract some substantive market share and hence that is why they have a team of experts to deliver the product like and also an equally good team to market it to the target market.

For this to be achieved, Apple had to first look at the shortcomings of the predecessors of the iPad Air, these include but not limited to, ipad3 iPad 4 iPad mini and so on. Then, after singling out the individual cons of these gadgets using all their tools of assessment of the target markets recurring discontent and their accurate perception about the products feedback forums; then they raise the issue with the company’s designers, engineers and so on s that they can edge out a revolutionary gadget that will send a message to the customers about their amazing abilities at Apple.

Then the gadget just like iPad Air will look like it moves with the time and the flaws it fixes from the previous versions will be a plus due to the excitement the market will get for knowing that Apple does really care to make their situation better. According to Hangen and Robert, (2014) Apple has established itself as a computer builder, a giant media platform, a publishing outfit and a key design mastermind and software powerhouse and so it gives a loud reminder using this product. First, it gives a sleek design to ensure that no one will be deemed crazy for buying this tablet just for its attractive look. Then they fit it with outstanding capabilities to make it very quick and just one click away to update the operating system and to also get a range of applications from one point, Apple Store.

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