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New Product Development Project Final Presentation

New Product Development Project Final Presentation. Deng Xiao Ling Dzalbo Vladimir Gerosa Francesca Halas Denis Invernizzi Alberto. Kaya Giz e m Kwabena Adjei Laube Michał Percuoco Carla Scaramella Adriano. World Stars T ea m. I ntroduction. Company: Apple

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New Product Development Project Final Presentation

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  1. New Product Development Project Final Presentation

  2. Deng Xiao Ling Dzalbo Vladimir Gerosa Francesca Halas Denis Invernizzi Alberto Kaya Gizem Kwabena Adjei Laube Michał Percuoco Carla Scaramella Adriano World Stars Team iNews

  3. Introduction • Company: Apple • Industry: Consumer Electronics • Targeted business: News Distribution • Product: • Product description: Modern News Distribution System iNews

  4. Apple Company Analysis - SWOT • Best period in company’s history • Roaring sales, revenue, profit, market share & publicity iNews

  5. Apple Strategy - NPD • Company’s success requires action • Great chance – Digital entertainment hubs • Microsoft: Windows XP Media Center & X·Box 360 • Sony: Playstation 3 • Apple & Digital hubs • Front Row • Mac Mini • Lack of hub elements (gaming console, PDA) • New chance for hubs – iNews – News Delivering iNews

  6. News Market – Value Chain iNews

  7. Importance of WWW News Portals (Google) Online newspapers RSS Feeds (CNN, AFP) Companies looking for new ideas News Distribution Market Analysis • Domination of great news agencies • Margers and acquisitions – Global news corporations • High degree of vertical integration • High entry barriers in traditional distribution channels • Lower barriers in new technologies (internet) iNews

  8. User needs analysis • People WANT news: growing demand (and supply) for news • People want THEIR news: the need to customization and filtering of information to fight theoverwhelming amounts of data • People want REAL news: growing difficulty with finding a trustful source of information,necessity to get acquainted with opposing views • People want news WHEN they want: relatively shrinking amount of time that can be devotedto obtaining information iNews

  9. Detailed concept description • iNews – News delivering system allowing users to receive content from prescribed sources, like newspapers, radio or TV • Two tier system • iNews Service • iNews Interface Device iNews

  10. iNews – The Service • iNews platform – iNews Software • All content types • Text (Newspapers) , Audio (Radio) , Video (TV) • Content customization (subscription) • Source / Category / Topic / Author • Full Corriere della Sera plus cycling and ski news from Gazzetta dello Sport • Financial information from Wall Street Journal, Financial Times • CNN World News plus BBC UK Market Summary (TV) • Scientific news from New York Times plus all columns by Umberto Eco • News selection from New York Times, Daily News and New York Post • Target: Supply all major information sources iNews

  11. iNews Software Subscribing Synchronizing Reading Listening Watching iNews

  12. iNews – The Device • Device – Variety of possibilities • Maximum compatibility • ePaper • Apple-branded iPaper • iNews Software – PCs, iBooks, etc. • iPod (with text-to-speech converters) • PDA (Palm) • Mac Mini (e.g. with TV) • Great enhancement of the home digital entertainment hub iNews

  13. iNews – Use Scenarios • Syncronize your ePaper while preparing to go to work in the morning. While commuting on the train or subway, read the Washington Post, The London Times and La Republica. No paper wasted. • Synchronize your iPod with iNews and go for exercise while you listen to all today’s sports news and gossips. • Business trip to Malaysia. Instead of spending long time in an internet café to get all news from markets and the fresh La Stampa, synchronize your notebook or ePaper and read the news in a moment of spare time. • Company press reviews sent to the employee iNews accounts(e.g. before they leave for work, so they can read the review on the ePapers or listen on the iPods while commuting) • A selection of your favorite morning TV program modules, e.g. morning talk, general news, market news, local weather (skipping parts e.g. traffic information, as you never commute). All that delivered to the iNews account and then received by the MacMini connected to your TV. iNews

  14. iNews – Value Chain Positioning iNews

  15. Business Model • iNews – News Marketplace • Simple customer-supplier relations • Apple: free content hosting • Suppliers: free content offering • Apple revenue – percentage of content sales • No alliances • No content filtering iNews

  16. Segmentation - Targeting • Segmentation Variables • Target Segments • Students • Businessmen • Apple users • Positioning iNews iNews

  17. iNews Brand • Considerations: • Customers to associate iTunes with iNews • Representing Apple culture iNews

  18. Promotion Tools Advertising Public Relationships Sponsorship Sales Promotion Information to Convey Existence of iNews service Typical characteristics of the service Convenience and Customization Necessary part of digital lifestyle Information to Convey Apple is the very company who devotes itself in improving the life quality of human being. Apple emphasizes on impartiality by stressing property rights. Information to Convey Good chance to try the excellent service at expenses less than normal. Forms and Languages Free trials (with Apple product purchase) Free software and accessories for long-period iNews subscribers Free subscribtion to selected content for entry-level students of selected universities Free trials for Apple users Forms and Languages For Managers Airline Magazines Lifestyle Magazines Business Magazines News Channels on TV For Students MTV Channel on TV Lifestyle Magazines For Apple Users Website Ads on Apple’s Website Forms and Languages Participation in industry conferneces. Active sponsorship of conferences in new fileds. Free iNews for top students. Fund for student scholarships. Communication Objectives Build up nice company image. Enhance brand awareness. Gain recognition of public communities. Communication Objectves Induce buying actions Enhance brand awareness Gain recognition Communication Objectives Brand awareness Reognition of the service Marketing Mix: Promotion Policy Promotion objective: Gaining 50% brand recall in targeted segments iNews

  19. iNews

  20. Marketing Mix: Placement Policy • Internet – iNews website and software • Future: terminals at airports, news agents, supermarkets iNews

  21. Marketing Mix: Pricing Policy • Article-based • Single articles purchased • Price variables: content source, type, length, etc. • Discounts: Full Newspaper, Single Category • Price levels: competetive to traditional sources • Subscription-based • Periodic subscription to a specified content source • Competetive to traditional sources, comparable to online subscriptions • Discounts for enabling advertisements iNews

  22. Project plan iNews

  23. iNews – The New(s) Revolution Thank you for attention. Give us your questions please!

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