Cultural Marketing Analysis: Why iPod? - A Case Study
Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
In this paper we have studied the case of Apple’s mp3-player iPod and examined its success in terms of cultural factors more than technological and corporate factors. The product category of mp3-players came into being as a natural follower to a history of earlier portable music technology initiated in 1979 by the Walkman. To understand what differs the iPod from other mp3-players we have looked into the background of Apple. Apple’s brand image of creativity, innovation and rebelliousness has successfully transferred to the iPod. The company’s creative, user-focused tradition has also been an important factor in the development of the iPod. The iPod is the first product that Apple has released outside the computer product category. The strategic objective of the iPod is not only to generate sales in the mp3-product category, but also to make PC users try an Apple product, and make some of them switch to Macintosh computers. New advertisements for the iPod display it in an iconic fashion, leaving associations up to the individual viewer. This works because its sleek design and the established Apple connotations make the iPod speak for itself. The iPod also connects itself with American Hip-Hop culture through advertisements and celebrity endorsements, which has made it one of the most wanted products among young Americans. In conclusion, there are three major factors behind the success of the iPod: 1. Apple’s strong brand image of creativity, innovation and imagination is consistent with the iPod and has been well transferred to the product. 2. The iPod has been successful in establishing a position as a hip product in important markets by associating itself with modern pop-culture 3. The technical and aesthetic design has made the technical capacity and usability of the iPod unmatched by other mp3-players.
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IdentifiersURN: urn:nbn:se:su:diva-5839OAI: oai:DiVA.org:su-5839DiVA: diva2:195735