Marketing management of apple brand extension

Shannon Clark In the past few years there has been a rise in the number of VC backed firms that are building businesses designed to compete with some of the largest consumer packaged goods companies in the world.

Marketing management of apple brand extension

It focuses on new product line extension in the example of Apple Inc. New product extension is in the form of utilizing iPad as an external monitor and in the future as a control device over other electrical equipment that have some user interface to connect. Work findings are that there are positive macro- and micro-environments coupled with excellent internal operations create good opportunities to develop new products and find ways of extending their life-cycle.

Their latest products like iPhone, iPad, iPod etc. They keep surprising the customers meeting and most of the time exceeding their expectations. Innovation led company is yielding good results in terms of financial results as well.

A If we look at the current market of laptop computers and desktop computers there is still a significant lag between multi touch capabilities of the most popular operating system of Windows 7 and the technology that enables to utilize these features.

Brand Extension

This is making the experiencing the full features of Windows 7 quite limited. Moreover most recent products are coming with wireless capabilities, especially printing equipment, which could exploited in other appliances. It will start with situational analysis and will try to come up with a marketing plan to further this product extension.

A Background Even though there are touch screen laptops and computers in the market, prices are quite high and in these economic conditions, when people are more concerned about their finances it might not be wise to assume that they will buy those computers.

Prices for these computers start from around? The situation gets worse if we consider the fact that mobile devices are becoming more of mini computing devices that satisfy the needs of most people.

Usage of computers by many people is limited to social networking, photo sharing, emails, web usage and mobile devices handle these needs quite well. More than 6 million PCs with touch screens will ship innearly four times more than in With the introduction of iPod Touch, iPhone and iPad touch technology took giant strides to become more and more popular among everyday users.


They are truly showing the amazing capabilities of touch technology. Taps, flicks and other finger gestures that support multitouch experience as well are replacing the usual mouse and keyboard interaction. A Product extension This work will try to come up with a marketing plan for iPad product line extension in the form of its usage as an external monitor with its enhanced touch screen capabilities.

This means customers will be able to use whatever they have in their PCs some other equipment on the display of iPad. Currently there is software developed exclusively for iPad and iPhone called iDisplay, which enables iPhone and iPad to be used as a secondary display.

But presumably this only works with the Macintosh operating system because of its more or less compatibility due to common developer. But this development is very much in early stages and there are numerous problems when using this software.

Marketing management of apple brand extension

Steve Jobs recently published an open letter giving his reasons behind their relative unwillingness to adopt Adobe Flash5 It often crashes Current new product extension should enable iPad being used without these problems making necessary developments and software updates.

It connects using wireless connection to a PC or laptop and brings all their content on iPad display, which then can be manipulated with its touch capabilities. A Marketing plan which includes situational analysis is given in the following section of the report.

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Because of word limits this report will be focusing mainly on the iPad and the product extension, considering wider scope on a company level wherever necessary for instance legal, political and other macroeconomic forces, common suppliers for different product line etc.Introducing the all NEW 2nd Edition of the Practical Marketing Workbook.

Click here to find out more. Brand Extension is the use of an established brand name in new product categories. This new category to which the brand is extended can be related or unrelated to the existing product categories. A renowned/successful brand helps an organization to launch products in new categories more easily.

If you find our thought pieces on brand strategy and brand management insightful and would like a deeper understanding for yourself, your marketing teams or leadership teams we can develop a tailored learning engagement for you. Brand Education is a core competency of The Blake Project, the brand.

Apple Inc is on the top ten of most precious global brands with an approximately value of $63,m. The branding strategy of Apple is what makes the Company become successful.

Exclusive Report (50 pages) on Marketing Strategy of NIKE can be downloaded HERE. FREE. Apple utilizes not just line extension or brand as a strategy- it utilizes both.

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“Your future depends on many things, but mostly on you.” ~ Frank Tyger. If you find our thought pieces on brand strategy and brand management insightful and would like a deeper understanding for yourself, your marketing teams or leadership teams we can develop a tailored learning engagement for you.

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