2. Introduction to the iPod Macintosh Platform FireWire interface 10 Hours of playtime 5GB Hard Drive –Holds 1000 songs

3. Target Market 18-25 year olds Macintosh users VALS 2 –Experiencers

4. Internal Strengths Speed of FireWire MP3 format Capacity Size/Weight Battery Skip protection

5. Internal Weaknesses $399 Price MP3 format Hard Drive Earphones

6. Strengths of Competitors Samsung Mini YEPP YP-20T AM/FM Tuner $200

7. Strengths of Competitors Panasonic SV-SD75 Ankle/Neck wear Good Headphones $250

8. Strengths of Competitors Toshiba MEA-210 Good Size,Weight $200

9. Strengths of Competitors Sonicblue Rio Volt SP250 CD/MP3 Player $200

10. Strengths of Competitors Compaq iPag PA-2 Good weight, size Excellent battery Equalizer $200

11. External Threats Current economy/$400 price tag Look-alikes MP3 Controversy Competitor products –Windows compatible

12. External Opportunities Timing of introduction Physical size/capacity Advanced technology Intuitiveness Across-the-board big seller

13. Objectives and Timing Introduced in October Sell 1,000 by March 2002

14. Objectives and Timing

15. Promotion and Advertising In Apple’s price range Distribute through Apple’s website, new stores, catalogs, and other websites Major promotional events at Apple stores

16. Promotion and Advertising Apple Store Promotions –Allow people to get hands-on experience with iPod –Sunk cost –Surrounded by Macintosh products

17. Promotion and Advertising TV Commercials –Apple’s history with commercials very positive –‘Everyman’ character –Simplicity and Size –Off-beat commercials

18. Promotion and Advertising College Campus Promotions –Go to college campuses where this is no Apple store –Allow students to get hands-on use –Free iPod raffled off –Move-in day