Category: Comm 296

After reading Jacqueline Chen’s Blog about apple remind me of a new revolution apple will bring to the education market.

It is very obvious that technology could change the way students learn. Therefore passionate Steve also believed that the Education market could be an important foothold for Apple’s business over time.  “Get students excited about the Mac in college and they become lifelong purchasers and evangelists.”.

Apple clearly find its attracness to the youth and have a long term plan to build the brand loyalty among this tech savyy generation.

Apple does not just approach those young users with its innovated, high-tech brand image but also actively seek the opportunity to build relationship in the education market where contain the majority of their young target market.

“Apple has quietly been working with publishers and textbook providers to help them see this vision: while Kindle has helped some well-off consumers experience a better way to consume their New York Times Bestseller’s fix, it has done nothing to help reduce the burden on average cash-strapped student wallet or back(pack).  Apple aims to change this.

While not for everyone, Apple’s new iBooks Textbook platform will apply Apple’s ease of use to a traditionally murky process: publishing ebooks or textbooks. Naturally Apple’s solution will make it simple to publish directly to the iBookstore and is aimed squarely at students’ iPads.  This becomes something of a virtuous cycle: faculty can easily publish custom books for their classes and require their students to use that book…which requires them to purchase an iPad.”

The economic are simple: just a few textbooks can cost a student more than an iPad and are likely to never be used again.  And the missing element is finally provided: interactive content that compels students to learn anywhere and everywhere.

what i understand for Apple’s marketing strategy is that, i called it “growth strtratey” it start appeal customers in a very young age and make their life surround by apple product. Study with ibook, painting with ipad, surf internet using mac. apple accompany those target customers through their growth and make them just can’t live without apple product.

The House of Versace is a brand that, since Donatella’s late brother, Gianni, opened its doors in Milan’s Via della Spiga in 1978, has been synonymous with brightly coloured luxury.However, since the competition in the high-end fashion market become more intense.the Versace’s brand images did not prove quite so buoyant. Shiny models in multicoloured Lycra didn’t relate to the general style consciousness, which had headed to a darker, grungier place. Versace’s profits ground to a halt, and the brand lost its cool.

Now, since individuality and attitude are fashion’s driving force. Versace come up with a brilliant idea of   working with another member of the platinum-blond club: Lady Gaga. “Star effect” has worked out very well. “With consummate media-savvy prowess, Donatella put her clothes on, arguably, the most photographed woman of the decade. “When Lady Gaga started to wear our clothes, she received tons of questions on her website asking where she got them.

Of course, not everyone can have archived Versace, but  people are ready and waiting for something they can have.In short, the time is perfect for a project that will bring Versace’s aesthetic to the masses: a design collaboration with H&M.

with the help of lady gaga’s personal image, versace  successfully create a “demand” for its collections.  Based on the fact that not many people are able to afford such a high end brand, its collaboration with H&M help Versace expand its market segmentation.  The affordable price of this collection did not pull down the brand name of versace from high end to mass-market but create an idea of affordable fashion. moreover it also crate a wants for young people of the “real” versace in the future, which generate a bunch of potential buyers for its future.