Mkt 501: Strategic Marketing

TUI UNIVERSITY

David A. Johnson

Module 2, Session Long Project

MKT 501: Strategic Marketing

Professor Gordon Leichter

Oct 24, 2012

Introduction

In this SLP for module 2, I will examine product and branding management elements for the Apple iPAD’s marketing strategy. I will first conduct a mini research by speaking with three of my coworkers, Ms. Elaine, Mr. Jose, and Mr. Frank (last names left off intentionally). The mini research will involve me asking my coworkers six questions. I will then summarize what I did, interpret their answers, discuss my learning experience, list attributes, while providing a positioning map.

Survey Questions/Answers

For this mini survey, I asked all coworkers the same questions:

* When was the last time you bought an iPAD, if ever?

* What brand did you choose?

* What other brands did you consider?

* Why did you choose the brand you bought?

* If the brand you bought were an animal, what would it be and why?

Table 1 shows a graph chart of the questions asked:

Table 1 – Graph Chart

Market Research

Table 2 shows the questions and responses from each coworker:

Questions | Frank | Jose | Elaine |

When was the last time you bought a tablet? | Never | 2012 | 2011 |

What Brand? | None | Apple | Apple |

Other Considerations? | None | Blackberry | Apple |

Why this Brand? | None | Brand Recognition | Brand Recognition |

Animal Choose | Dog -

Chihuahua | Dog -

German Shepard | Dog -

Pomeranian |

Why that Animal? | Breeder | Loyal | Cute |

Age? | 58 | 46 | 48 |

Occupation? | Log Manager | Log Manager | Log Manager |

Table 2 – Questions and Responses

The above table shows the responses of each coworker.

Interpretation

The answers from Frank tend to border on age and not wanting to try out new technology, basically “old school”. The answers provided from Jose and Elaine, show that they are willing to step out on the edge and try new and innovative...