Ipod Analysis Research Paper Example | Topics and Well Written Essays - 1000 words

Ipod Analysis - Research Paper Example The other target group for the ipod is the students who may wish to download books and access certain information online. This consists of the famous 4Ps which include: Price, Place involving distribution to consumption point, Product which should be designed to suit customer needs and finally Promotion which enables the producer to increase their sales. This section shall analyze the various elements of the marketing mix in relation to the ipod as below: The ipod has very unique key features which make it likable among the users. One of these features is the fact that it has a large storage capacity which enables the user to store as much documents as he or she wishes. A critical benefit of the ipod is that you can access whatever you want without necessarily having to carry the computer. . The product is presented in the market as one with the best satisfaction qualities. It has the best use interface with a touch screen that enables the user to perform their functions with much ease. Promotion is aimed at either making the product known to the consumer or may be aimed at increasing sales where the market is already ventured into. In this case during the introduction of the ipod the marketer undertook an extensive advertising by using print media, posters in public places and even television commercials. The marketer presented the advert displaying people using the ipod to enable the potential consumers to be able to visualize how the gadget works (Kotler, et al., 2009). In the adverts the ipod was positioned as a cool product for the present generation by dwelling on the main features and benefits of the gadget. Direct selling was also incorporated in places where the potential buyers could not access either posters, print media or even the Television commercials. Pricing Strategy The main pricing strategy for the ipod is the cost based pricing where the price is set with a certain profit margin bearing the costs in mind. This price is aimed at achieving more revenue. This is because ipod consumers will associate the high price to quality since as earlier explained most ipod consumers are middle and high class people. At the introduction stage, prices were set high in order to cover most costs .The aim of the ipod manufacturer was to venture quickly into the market and conquer all consumers and therefore increase sales before counterfeits came to the market. The result was acquisition of the top cream buyers who were less concerned with the price charged. At growth stage a significant amount of the market had been covered and counterfeit ipods had started developing .Since marketers of the new ipods were setting low prices for their products, the price had to be adjusted in order to match those of the competitors to avoid being thrown out of the market .Price was thus set in comparison with that of other manufacturers (Ranchhod & Clin, 2007). Place Distribution strategy A product is useless when it can not reach the target market. Therefore a marketer should make efforts to ensure that the product reaches the consumer in the desired form and at the right place. The ipod manufacturer took the initiative to make sure that the prod

To What Extent is BP Guilty of Greenwashing Literature review

To What Extent is BP Guilty of Greenwashing - Literature review Example The Concise Oxford English Dictionary defines 'greenwashing' as "disinformation disseminated by an organization so as to present an environmentally responsible public image." It is argued that the presence of the word in the dictionary indicates the growing trend of this phenomenon among corporations. The trend of 'greenwashing' seems to be on the rise as oil companies, known to reap heavily from degradation of the soil, pollution of the air and global warming, realize that they have to re-present themselves as partners towards global climate solutions, manufacturers of automobiles, jets and airplanes realise they can launder their image even as they promote their products and companies in all industries realize the importance of presenting their activities and products as climate-friendly, to make socially conscious investors and consumers more comfortable with buying their products. In most cases, the 'green' propaganda is also aimed at achieving an unfair advantage over competitors (BP's Rebranding,2005). Deen (2002) reports that the wave of 'greenwashing' began more than a decade and a half back, in 1990, when on 'Earth Day millions of people across the world gathered to protest the declining health of the planet. This made it glaringly clear to the several multinational corporations that the average human had started to take interest in the wellbeing of his environment. British Petroleum (BP)... The company also owns 23 refineries and 32 chemical manufacturing plants around the world (BP's Rebranding, 2005). In mid-2000, BP launched one of the most expensive public relations and advertising campaign in recent times, representing the company as an environmental-friendly one and introducing a new slogan 'Beyond Petroleum'. In line with the campaign, the chief of the company was quoted as saying; "The time to consider the policy dimensions of climate change is not when the link between greenhouse gases and climate change is conclusively proven, but when the possibility cannot be discounted and is taken seriously by the society of which we are part. We in BP have reached that point". During the course of the campaign, BP touted itself as the global leader in producing the cleanest burning fossil fuel, the first company to introduce cleaner burning fuels to many of the world's most polluted cities and the largest producer of solar energy in the world (BP's Rebranding, 2005). Â