IPAD 2 - Marketing Strategies and Marketing Mix - Essay Example

IPAD 2 MARKETING STRATEGIES AND MARKETING MIX IPAD 2 Marketing Strategies and Marketing Mix Customer Name: Lecturer Name: Date: Contents Contents 2 Explanation and Description of iPad 2 Marketing Strategy 3 Introduction 3 IPad marketing 11 Strengths and weaknesses 12 APPLE IPAD 2 MARKETING STRATEGY 15 Target Customers 16 Difference between iPad and iPad 2 18 The iPad 2 Marketing mix 18 IPad 2 Competition 20 How well the company is doing at its current product/market strategy 22 Major product development initiatives recommend 22 Conclusion 23 References 24 Explanation and Description of iPad 2 Marketing Strategy Introduction The iPad is a class of tablet computers designed developed and marketed by Apple Inc. The weight and the size of the IPad is less than that of conventional laptop computers, the iPad is controlled by multitouch display just like the iPod Touch and the iPhone. IPad, first released by Apple in April 2010, controlled seventy-five percent of the tablet PC market in the same year, the iPad 2 was released in March 2011, and Apple envisions increasing its market share of the tablet PC computing market in the world.  The iPad essentially serves as a platform for audio-visual media such as web content, books, movies, periodicals, games and music. The iPad initially used Wi-Fi (Wireless Fidelity) data connection to browse the Internet, install software, and to load and stream media. The latest models have 3rd Generation (3G) capability to connect to EV-DO, UMTS / HSDPA (850, 1900, 2100 MHz) GSM / EDGE and HSPA data networks. ITunes manages and synchronizes the iPad on a personal computer via USB cable. IPad can run its own applications as well as iPhone applications without altering the programs. IPads only runs programs approved and distributed by Apple, through the Apple online store. Background information IPad marketing and development has a long history in terms of marketing strategies. In the past, Apple Inc have utilised several marketing strategies to ensure that their tablet PC stay on the market and possibly gain an important strategic competitive advantage. Since Apple introduced the Newton MessagePad 100. The first globally strategic marketing approach Apple portrayed was when it shelved the production and sales of PenLite a PowerBook Duo-based tablet, since it was considered that PenLite could hurt the sales of MessagePad. The marketing strategies for Apple Inc faced several challenges in the tablet field it was forced to discontinue MessagePad 2100 production in the year 1998; therefore, the marketing strategies have faced several challenges. Even tough Apple developed iPad before the iPhone; the company had to consider several marketing strategies and released iPhone in the year 2007. Three years later, Apple released the iPad. The devices founded the multitouch finger-sensitive touch screen interface of the company’s iOS mobile operating system. Major physical enhancements from to the iPad first generation, included the Wi-Fi addition, 3G. To gain more market share, Apple Inc. unveiled iPad 2, the second generation of the device, on March 2, 2011. The company made several enhancements to the second generation from the first generation such as faster and better dual core Apple A5 processor, more sleek design, maintaining the superb battery life and relatively low pricing in several countries. The company also adopted a reimbursement approach to iPad generation one customers, who satisfied some terms and conditions. Apple Inc Company Apple Inc. established on April 1, 1976, as Apple Computer, Inc. is an American multinational corporation that designs and markets computer software, personal computers and consumer electronics. The company whose mission is to make a contribution to the world by making tools for the mind that advance humankind, has produced several computing devices and software in the past. The vision of the company is not clarified on its websites, but from the statement of the executive, the vision is to lead the industry in innovation with its award winning products. The products from the company which have had substantial market share include Apple II, Macintosh Operating System, iPad, iPhone, iPod, Ilife, Final Cut Studio, Aperture, Safari, iWork, iTunes and IOS mobile operating system (Fletcher 2011). Apple was rated as the most valuable technology company in the world, and as well being among the largest companies. The company values distinctive advertising campaigns as well as the philosophy of comprehensive aesthetic design. In the year 2010, the company had annual sales exceeding sixty five billion dollars. Apple has utilised several marketing strategies since it was founded by Steve Wozniak, Steve Jobs, and Ronald Wayne to sell the Apple I personal computer kit. Since inception, the company has undergone several vicissitudes, including periods of loss making and turning back to profitability. In the past, the company has adopted diverse marketing strategies with its products. Some strategies have had negative impacts in the company. From periods of continued loss making and near closure, the company adopted innovativeness to bounce back to live. From the year 2007, Apple Inc has adopted pragmatic marketing strategies, which have enhanced the company’s performance at the stock exchange. With iPhone, iPod and iPad, the company adopted imaginative ways of thinking and business, which have propelled the company to fame and profitability. The company has used different strategies such as sleek and enticing communications, innovative marketing, great strategy, great style and design and exceptional products. Apple Inc has several opportunities. The company has an opportunity to strengthen expand its services and products sales to other countries. Apple Inc has concentrated major in the US market, as suggested by the US centred marketing strategies and in addition to releasing the products in US early. The company can ensure global dominance through global marketing. The company has the opportunity to utilize creativity and innovation within the product development to relaunch its personal computers. Considering the global trends of computerisation, the market presence if iPod, IPad can be used as basis for the iMacs market penetration. The company however faces several threats. The entry of Microsoft into the Tablet PC, with its Windows Mobile is a threat to the Apple operating system, Mac iOS. Furthermore, the agreement between Nokia and Microsoft concerning the Mobile phone manufacturing and distribution is also a threat to Apple. The recent success of apple begun with strategic marketing iPhone , iPod and iTunes product combination, which exhibited good combination of user friendly interface, electronic commerce service, great performance, great software and great style. The market capitalization of Apple has substantially increased in the last eight years. From a price per share of $ 7.5 in the year 2003, the price rose to $ 80 by the 2006, the price was $180 per share in the year 2008, rose to $210 per share in January 2010, as at May 2011, the price of Apple Inc was $348.20. The paradigm shift in Apple’s Inc. marketing began with the marketing of iPod. IPod was launched in the year 2001 as a line of portable media players. The approach entailed having several iPod systems such as iPod Classic, iPod Shuffle, iPod Nano, and iPod Touch. The first marketing strategy with iPod was differentiated products where iPods had unique characteristics, which differentiated them from other digital music players. The marketing strategy adopted by Apple was centred on the features of the product, which by then was ahead of time since internet speeds were slow and broadband connections were rare. Furthermore, the company developed and improved the product and made sure that the potential customers got to know the improvements on the product such as improving battery life, enhanced user interface, colour display, photo viewing capability, slimmer player size, storage capabilities and marketing the product at relatively cheaper price, than what the competitors were offering. The strategy also focussed on customer needs and demands such that the company had to adopt Ms Windows and Mac OS compatibility to target more Ms Windows users. Figure 1. iPod which adopted strategic marketing approach to gain market share Image source: www.apple.com Figure 2: Share of U.S retail sales of MP3 players in February, 2011. Source: NPD Group Apple controls the market of MP3 players in the US having sold the highest number of MP3 Players. The company used several strategies to ensure that their products remain competitive in the market. Similar marketing strategies were used in marketing iPod and IPad Apple Inc. has also adopted diverse marketing strategies in marketing iPhone. The company unveiled the device as a convergence of an Internet-enabled smartphone and iPod. The strategy adopted was to differentiate iPhone from what was offered by other competitors, since it provided several features such as enhanced memory capacity, Dashboard applications, web browser, and Bluetooth, Wi-Fi support for 3G networking and assisted-GPS navigation as well as price reduction. The marketing strategy of was simple, very clear and clever. iPhone was marketed with as innovative product with simple apple icon. The other strategic marketing for iPhone was running several adverts promoting the product before the actual release. iPhone was marketed as an enhancement of iPhone, which saved the company developing an entirely new marketing ground. The strategy also focussed on the innovation, convenience, and usefulness of a single product with the several functionalities such as music device, a device to watch videos, view maps, browse the web, check e-mail, a phone, make conference calls, listen to music and take and view photos. Figure 3: iPhone marketing strategy formed the foundation for marketing iPad. Source: www.apple.com Figure 4: iPhone market share is smart-phones category in 2010 Source : http://www.wirelessweek.com Globally, Research In Motion, the developers of Blackberry had the highest market share, followed in the smartphone category. Apple iPhone has however gained important market share. Sr.No. Manufacturer Quarter 1 – 2011 Shipment Quarter 1 2010 Shipment Quarter 1 – 2011  MarketShare Quarter 1 – 2010  MarketShare 2011-2010 Changes 1 Nokia 108.5 Millions 107.8 Millions 29.20% 34.70% 0.60% 2 Samsung 70 Millions 64.3 Millions 18.80% 20.70% 8.90% 3 LG Mobile 24.5  Millions 27.1 Millions 6.60% 8.70% -9.60% 4 Apple 18.7 Millions 8.7 Millions 5.00% 2.80% 114.90% 5 ZTE 15.1 Millions 10.4 Millions 4.10% 3.30% 45.20% 6 Others 135 Millions 92.2 Millions 36.30% 29.70% 46.40% 7 Total 371.8 Millions 310.5 Millions 100% 100% 19.80% Chart 1: Smartphone Market Share Chart Source: http://www-bgr-com.vimg.net Nokia has been the dominant player in the market with 34.7 % market share in the development of mobile phones, however, Apple has been closing gap having realised the highest growth in the past one year. This suggests that the marketing strategies used by Apple have borne fruit. IPad marketing IPad, which is the predecessor of iPad 2 adopting a strategy of different means to reach the populace, apart from using television marketing, Apple Inc. uses strategic press releases, to excite the hype and leave the customer waiting for more. According to Joli, (2010). Apple created strategic information vacuums, through selective web releases; the vacuums were filled by speculative rumours, which were famed by the internet. Whereas the company may publicly renounce the rumour Web sites, the websites did a lot of web advertising, which gave the company a lot of web popularity. The marketing of the apps in the company’s website has also enhanced the popularity for iPad, furthermore the company adopted to focus on a specific market segment, the successful younger men and mobile employees who work outside of the office. The company has also adopted simplistic, but catchy commercials such as "There's an App for that", meant to promote the Apple applications, which range from social networking, productivity, entertainment, education, games, health and fitness, business and finance. Apple also adopted an approach of executive lead intensive marketing with the CEO; Steve Jobs claiming, “IPad offers the best way to experience the web. However, several marketers who argued that iPad did not have Flash Player disputed the claim; hence, the claim was more of a marketing gimmick than a fact. Other researchers have been of the opinion that Apple did more of marketing, than the actual product. Considering that iPad, did not even have USB ports, the success of iPad, was more of intensive marketing of the systems features such as multi-touch interaction with multimedia formats such as iPhone apps, music, spreadsheets, word processing documents, magazines, e-books, video games , photos, TV shows videos, movies, newspapers, textbooks. The marketing concentrated on what iPad offered, without actually mentioning what the iPad did not have. Figure 5: OS Share of Mobile Web Consumption http:/www.venturebeat.com The iPad 2 is the successor of the IPad tablet computer, iPad 2 available in two colours, black and white provides a platform for audio-visual media such as web content, games, movies, periodicals, music and books. The iPad 2 has VGA front facing and 720p rear-facing cameras purposely for FaceTime video calling and dual core Apple A5 processor as well as a lithium-polymer battery.  iPad 2 is shipped with different applications including Spotlight Search, Safari, Photo Booth, Camera, Contacts, Notes, Calendar, Maps, App Store, iBooks, iPod, iTunes,  Photos, Mail, YouTube and, Video. Apple has adopted diverse marketing techniques for the iPad 2. Strengths and weaknesses Apple has faced several challenges in the past, which may influence the market performance of iPad 2. Previous major products from the company have had challenges after they are released. IPods had battery problems, Apple iPod Nano was reported to have a faulty screen; this may affect the marketing of the company, due to negative reputation. Apple has also faced weakness through complains from the music industry. Considering that in the United States, iTunes contribute the greatest percentage, the Music companies have been pressuring Apple to increase the iTunes, and this has generated negative publicity with some music houses. Apple also has the weaknesses of being exceedingly proprietary and controlling. The company for a long time maintained sales of its products exclusively through its distributors, without allowing other stores to stock Apple products. In addition, the company has maintained its hardware and software to itself, which has limited independent development by other interested persons. This has reduced the adaptation of its hardware; moreover, the company exclusively controls the Apps that run on their platforms. Some marketing specialists have also pointed out that the CEO Steve Jobs has a domineering attitude, and the company is dependent on him, to the extent that Steve’s health problems affect the share price of the company. Moreover, the company has been unfriendly to shareholders, having not paid dividends in the past despite good financial performance. The company however has several strengths. The company’s products have consistently set high standards for the market. Apple has also established a brand as a healthy and established ICT company, offering superb products. This has earned the company advocates and a loyal customer base. The company’s products are well designed, utility and not chunky, while the CEO has also earned global respect as a charismatic and visionary leader. The company’s products, iPhone, iPod, and iPad have also gained substantial share, hence having a favourable brand perception. The use of podcasts has also increased in the past, presenting the company with a unique source of revenue. APPLE IPAD 2 MARKETING STRATEGY Apple has employed diverse marketing strategies to differentiate the iPad 2, from the other competitors, such as the Samsung Galaxy Tab, Amazon Kindle, Barnes and Noble Nook Colour. Several researchers have agreed that Apple have rather utilised much of the hype to get media attention. Apple has been good in fuelling speculations, hence making iPad gain much publicity, by announcing the iPad one week in advance, but waiting an extra week to begin sales. There have also been several articles, blogs, reports and research done to draw comparison between iPad and the competitors. Figure 6: Physical appearance comparison of iPad 2 and its competitor, Android Source : www.apple.com and www.android.com According to Dave & Michael (2011), iPad 2 marketing has also adopted a strategic approach of allowing rumours to flourish then stops them flat. There are several ways in which organizations deal with negative publicity, whereas other companies adopt the escapism approach, others effectively address the rumours by saturating the ad channels, social media, blogs, and TV news. The marketing of iPad 2 has however adopted a different way; the company lets the rumours flourish so long as it is generating hyped publicity about the product. When Apple perceives that the rumours may negatively affect the image of their products, they kill the rumour decisively, with a single blow. When the CEO, Steve Jobs went on medical leave, several rumours flourished about his state of health. The company initially did nothing letting the rumours go on, which generated publicity, to kill the rumour decisively, Apple ensured that Steve Jobs launched the iPad 2, looking fit and healthy. Furthermore, whereas Apple understood the additional features from the initial iPad, they left several rumours float in the Cyberspace without responding, till they unveiled iPad 2, with the additional features being that iPad 2 had onboard cameras, faster processors, slightly lighter and slightly thinner. IPad marketing has also adopted the power of perception; perception is everything. The company has adopted an intensive perception driven marketing to make people believe that iPad 2 is ahead in the tablet war. Considering that, perception is an influential component of branding and marketing, Apple Inc has taken advantage to portray iPad and the iOS platform as the winner, through which all the other competing products have to be benchmarked on. Apple has driven the perception marketing further, such that when any product comes to the market, users are tempted to compare it with iPad. In addition, since iPad is the basis of comparison, then it is bound to appear as superior.    Target Customers Apple targets different types of customers through varied strategies; the central theme in the target marketing has been focussing on the benefits of the product to the specific target, rather than the product alone. Apple has strongly marketed on how the buyer can benefit from using the iPad 2, which is all about creating a digital lifestyle, such that everyone perceives the product differently depending on their needs. Apple Company targets all persons indirectly, with a broad marketing strategy that can be relatable to both men and women, young and old and all persons regardless of their standing. The CEO, has also been instrumental in pointing out the several benefits of the iPad 2, such that everyone feels as if their personal needs have been met, the varied functions has something good for everyone. Building anticipation is also a strong marketing strategy with iPad 2. Apple strategically drives fans into frenzy over upcoming products. The company gives their products such as iPad 2 a products cachet that they are not just consumer electronics but lifestyle accessories. This has made a major Apple announcement to be a cultural event for the Apple community, where fans anticipate with heightened breadth. Apple has made iPad 2 to sound more than just their function. Furthermore, the marketing of iPad 2, has adopted a revolutionary marketing technique, which immense demand is created before the actual product is available. Unlike other products which go on sale immediately they are unveiled, Apple's big products take some after they are announced, before they go on sale. According to Jeffrey, (2010) the other marketing strategy, which has worked well for iPad 2, is failing to satisfy demand completely through artificial shortages. Apple has effectively utilised long waiting times and products selling out to help stoke future demand. IPad 2 has therefore adopted varied strategies, apart pricing to beat competitors. Difference between iPad and iPad 2 iPad (iPad 1) and iPad 2 share several similarities, such as design and the same display. However there are several differences such as new chipset, iPad 2 processor is faster and more efficient GPU, new operating system, iOS 4.3, improved RAM from 256 to 512 MB, two cameras, support for GSM and CDMA. iPad 2 is also slimmer and lighter, offers better multitasking experience, HDMI capability, Smart Cover and iPad 2 Dock. These features have enabled iPad 2 to maintain customer loyalty, since it retains all the strategically important features of the iPad 1. The additional features also enables iPad 2 to have a strategic advantage over the competitors, since the features are new in the market and several competitors have not implemented the same features on their systems (Faria 2011). The iPad 2 Marketing mix The company competes through an enhanced pricing model. The company prices the iPad 2 depending on the features that a customer desires. The main price differentiation feature is the Memory capacity and the WiFi + 3G capacity. To ensure that Apple competes effectively with lowly priced items, there is iPad 2 with basic features such as Wi-fi capability and 16 GB memory retailing at $499. For the users who demand additional capability, the price gradually increases such that the most expensive iPad is priced at $ 829, with 64 GB memory and Wi-fi and 3G capability. However, in the past, the penetration price of iPad did not effectively the company. Initially, the company priced the iPads expensively, and then reduced the price after some time. Apple has used extensive web based, television, print media and verbal communication to market the iPad 2. The iPad 2 has been marketed by Apple, based on the features of the product, which differentiates the iPad 2, from what is offered by the competitors (David 2011). Apart from the Apple Inc website, other websites market the iPad 2. Apple has agreements with resellers who market the iPad 2 on their stores and websites. Apple has also used captivating and informative posters, as well as television adverts. Apple has en elaborate iPad 2-distribution strategy. Whereas initially, the company sold the iPads exclusively through the company's retail locations and through the web based Apple Store, however marketing strategies have included sales through several channels such as AT&T, Best Buy, Verizon, Wal-Mart and Amazon. This had enabled the product to reach a wider clientele and tap previously unutilised market. The Apple Inc. marketing of iPad present each of the products features as the ultimate customer requirements, such that the client does not need any other electronic table device for a complete life. IPad 2 is thinner, lighter, and with additional ideas. The iPad 2 tends to make some activities such as reading books, checking email, watching movies and surfing the web to appear as being naturally part of life. IPad 2 also features two HD cameras, with additional functionalities such as FaceTime video calling. IPad 2 has a wireless printing function as well as compatibility with other devices such as wireless streaming of photos, movies and music to HDTV and speakers. The product also has video mirroring and location detection facilities such as Gyro, accelerometer and compass, as well as fast flash storage and Wi-Fi and 3 G connections. Apple Inc. have also utilised the strength of iOS 4, the advanced mobile operating system to market iPad 2 as well as Multi-Touch capability and high-resolution LED-backlit display, stylish iPad Smart Cover, long battery life, Superfast graphics and Dual-core A5 chip. The combination of the features above has been marketed with such zeal and zest such that it appears iPad 2 has exploited all the possible competition fronts, leaving the competitors to with no fighting front in terms of marketing. Considering that iPad 2 has several additional features from its predecessor, the company however maintained the same basic pricing of $499, additional storage and type of connectivity influence the actual price. Unlike earlier products where Apple exclusively sold through its stores, iPad 2 is readily available through different channels such as AT&T, Best Buy, Verizon, Wal-Mart and Amazon. The company, has therefore satisfied the pride components of marketing mix as proposed by Copley, (2006) IPad 2 Competition IPad 2 has enjoyed greatest market share in the tablet PC category. There are however emerging and long time competitors. The main competitors are Blackberry PlayBook from RIM (Research in Motion), Motorola Xoom, and Android from Google and Galaxy Tabs from Samsung. According to the form factor, Samsung Galaxy Tab and BlackBerry PlayBook are seven inches while iPad 2 is nine inches with enhanced aesthetics, making it a better alternative. The 7-inch PlayBook Wi-Fi matches the iPad 2′s storage and price points. While the Android Honeycomb Galaxy Tab 8.9 Wi-Fi and the Galaxy Tab 10.1 Wi-Fi, are relatively cheaper and thinner than the iPad 2. IPad 2 however has more third party applications than the competitors and a better market share as at May 2011. Generally, the iPad's competition has been lagging behind in strategic pricing, getting product to market, retail experience, branding and ecosystem support. In the United States, according to Forrester’s projections, (2011), the iPad 2 will claim 80 percent of the U.S. tablet market by the end of 2011. iPad 2 main competitor is the Android Honeycomb Tablets. Considering storage capacity, Android Honeycomb Tablets have support for USB connections and support for expanded storage via MicroSD cards. In addition, the Android Honeycomb uses the Android operating system, and has other features such as Voice commands and translations, full-fledged multitasking support, widgets, Notifications, Desktop-like browsing and browsing of Flash-based content and full tablet customization. iPad 2 has several advantages over Android Honeycomb, such as more third party apps, competitive pricing, established market and sleek design and form factor (Bryan 2010). iPad 2 therefore enjoys several strategic competitive advantages, which enhance the marketing strategies, to be ahead of the competition. How well the company is doing at its current product/market strategy The performance of Apple Inc in the strategic marketing of iPad 2 is good. Apple’s strategies are measurable and actionable and work to differentiate the iPad 2 from the competitors. The strategies that Apple have used are provides unique positioning of the company and its products versus the competition as well as having specific goals. From the strategies, iPad 2 targets different customers through different applications and apps (Eva and Adamantios, 2011). The company has also maintained an elaborate price strategy versus competition, while using several mediums to impart into the minds of several reasons why iPad 2 is unique or compelling to buyers. The company is also doing well, due to utilising diverse distribution channels, with the company exercising dynamism and continuous growth through market research and possible research and development. Apple has also created fans and loyal customer base, which enhances its marketing strategy as presented by Fombrun, (2008). Major product development initiatives recommend A major product development initiative recommended is the capacity for the user to install any program they so wish. IPad 2 is restrictive in that the users can only install Apple approved programs, which may take time, and not meet the customer’s demands as suggested by Jason, (2011). iPad 2 has enjoyed good market share since it was launched. However, the market is dynamic such that different players have entered the market. Apple has to initiate a coordinated advocacy effort to market of its products and ensure that in has a global presence, on a continuing basis. Apple should implement the initiative through having offices and representatives in all countries, where the projects are viable. Apple has also to ensure just in time delivery of the iPad 2, has and when needed. After the launch of the product, the company has faced massive shortages, which has consequently affected the reputation of the company. The company therefore has to ensure sufficient supply, before rolling out the product in the market. Conclusion The tablet PC field is a dynamic field entertaining new entrants as time progresses. The characteristics of the products from different manufacturers have also approached similarity, hence becoming hard to market on product characteristics. iPad 2 has several desirable characteristics, which has made the device gain strategic market percentage, however competitors such as Android, Blackberry PlayBook, Motorola Xoom and Galaxy Tabs from Samsung have perfected the features and at times exceeded what is offered by the iPad 2. Moreover, pricing has a marketing strategy may not suffice in future, due to lower priced devices with similar functionalities being in the market. In addition, competitors have also learned and perfected the strategies used by Apple Inc, previously to gain competitive advantage. To survive in the market, Apple has to invent and adopt revolutionary marketing strategies, in order to increase and sustain the market share. These include global marketing and exploiting the untapped markets, developing a succeeding device probably iPad 3, which addresses the concerns of the customers, and permitting customization of the product depending on the customers needs and pricing. References Bryan Wolfe (2010). Amazing iPad Journal Apps, ijournal, retrieved from http://appadvice.com/appnn/2010/07/ipad-journal-apps-find-amazing Copley, Paul. (2006) Marketing communications management: concepts and theories, cases and practices. Burlington: Butterworth-Heinemann. Dave Wooldridge, Michael Schneider. (2011). The Business of IPhone and IPad App Development: Making and Marketing Apps That Succeed. New York: Apress David Morgenstern. (2011, March 9). iPad 2: Why can't they just say it's great? Posted at www.zdnet.com/blog/ipad-2-why-cant-they-just-say-its-great/9750 Eva Oberecker and Adamantios, Diamantopoulos. (2011). Consumers' Emotional Bonds With Foreign Countries: Does Consumer Affinity Affect Behavioral Intentions?, Journal Of International Marketing.  Vol.19,(2) Faria Rahman. (2011, March 14). The iPad 2 marketing strategy: What makes it so special?, posted on http://blog.openviewpartners.com/blog/the-focal-point/ipad-marketing-strategy Fletcher Thompson. (2011). How Can a Marketer use the New iPad 2 Features to Their Advantage? (2011), retrieved from http://www.infocarnivore.com/2011/03/22/how-can-a-marketer-use-the-new-ipad-2-features-to-their-advantage/ Fombrun, Charles. (2008). Reputation: realizing value from the corporate image. Harvard: Harvard Business Press, 2008. Jason Perlow. (2011). The iPad 3 and what Apple needs to deliver retrieved from http://www.zdnet.com/blog/perlow/the-ipad-3-and-what-apple-needs-to-deliver/16052?tag=mantle_skin;content Jeffrey Hughes. (2010). IPhone & IPad Apps Marketing: Secrets to Selling Your IPhone and IPad Apps. New Jersey: Que Publishing. Joli Ballew. (2010). How to Do Everything IPad. New York: McGraw-Hill Professional. Appendix 1 Marketing strategy through product enhancement Motorola XOOM, iPad and iPad 2 comparison Read More