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Innovative Marketing Plan for iPhone K: A Children's Smartphone Solution

This market planning assignment presents an in-depth analysis of the iPhone K, a high-end smartphone designed specifically for children aged 5-12. We explore crucial market needs such as parental controls, ease of use, and child-appropriate features. By analyzing competition, target markets, and financial projections, we highlight the iPhone K's unique value proposition as the safest children's phone available. This report aims to equip concerned parents with a superior option, exceeding current market offerings in both technology and safety.

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Innovative Marketing Plan for iPhone K: A Children's Smartphone Solution

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  1. Market Planning Assignment: iPhone K Group 2: Carly Jones, Hyunsoo Kim, Ina Koelle, Sarah Hirschmann, and Tyler Darke BUS 306-01 Fundamentals of Marketing December 10, 2013

  2. Agenda 1976 • Market Needs • Product and Software Introduction • Product Position • Competition • Target Market and Segmentation • Value Proposition • Finances • Conclusion and Questions 1976 - 1998 1998 - 2000 2001 - 2007 2007 - Present

  3. Market Needs • Simple solution to parental controls • Ease of use • Quality, child-appropriate phone • Desirable to children • Access for children to smartphone features and benefits • 46.6% of children in the U.S. own a smartphone • Expected to increase to 70.4% by 2016

  4. iPhone K • Plastic exterior, steel frame interior • Liquid repellent nano-coating • Configurations • 16 GB • 32 GB K

  5. iOS 7K • Limited internet • Restricted email • Restricted song, app, and video purchase • Monitored or restricted messaging • Incoming and outgoing call restrictions • GPS monitoring

  6. Product Position • High-end smartphone for children • Peace of mind for concerned parents • Bridge between limited-technology children’s phones and current smartphones

  7. Competition • Kajeet • Software only • Limited to Sprint phones • Firefly • Very limited features • Two color options • Not appealing to children

  8. Target Market • Parents of children ages 5 – 12 • Mid to high income levels • Early-adopters

  9. Market Segments • Geographics • Urban areas surrounding major cities • Early-adopters • Existing Apple store locations

  10. Market Segments • Demographics • Parents ages 25 – 50 • Likely to have children ages 5 – 12 • Mid to high income levels • Behavior / Psychographics • Concerned parents • 71% likely to set parental controls • Dissatisfied with current options

  11. Marketing Mix • Pricing • Distribution • Apple stores, online, other licensed retailers • Marketing Communications • Television commercials, billboards, social media, mobile service providers

  12. Value Proposition • Apple product • Broad range of features • Safest children’s phone on the market • Shares appearance of iPhone 5C

  13. Financial Plan

  14. Break-Even

  15. Conclusion • iPhone K - technologically advanced children’s phone • Perfect for concerned parents • Superior to competition • Key Learnings K

  16. References • Apple retail stores, united states. (2013). Apple. Retrieved December 5, 2013, from: http://www.apple.com/retail/storelist/ • Brown, R. (September 4, 2012). The cost of making an iPhone. Investopedia. Retrieved December 1, 2013 from: http:// www.investopedia.com/financial-edge/0912/the-cost-of-making-an-iphone.aspx • Elmer-DeWitt, P. (October 28, 2009). Apple's 2009 ad budget: Half a billion. CNN Money. Retrieved November 30, 2013 from: http://tech.fortune.cnn.com/2009/10/28/apples-2009-ad-budget-half-a-billion/ • Hodgkins, K. (September 24, 2013). IHS: iPhone 5s component tally reaches $199, iPhone 5c costs $173. Tuaw. Retrieved December 1, 2013 from: http://www.tuaw.com/2013/09/24/ihs-iphone-5s-component-tally-reaches-199- iphone-5c-costs-17/ • iPhone. (2013). Apple. Retrieved October 13, 2013 from: http://www.apple.com/iphone/compare/Median age for u.s. counties map, statistics. (2013). Governing. Retrieved December 5, 2013,from: http://www.governing.com/gov-data/ census/median-age-county-population-map.html • Median age for u.s. counties map, statistics. (2013). Governing. Retrieved December 5, 2013,from: http://www.governing.com/ gov-data/census/median-age-county-population-map.html • Zact. (May 13,2013). Zact mobile report: navigating children's smartphone use. PR Newswire. Retrieved October 10, 2013, from: http://www.prnewswire.com/news-releases/zact-mobile-report--navigating-childrens-smartphone- use-215817311.html

  17. Questions iPhone K

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