The IPad 2
In
March of 2011, Apple released their updated version of the Ipad, with the Ipad
2. The new gadget now includes IOS 5, Icloud, an external camera/video camera,
facetime, and free texting between apple devices. Since the launch of the
Ipad2, to date Apple has sold over 25 million devices.[1]
Apple has successfully segmented their updated product towards a wide variety
of consumer demographics. These include; medical facilities, retail stores, restaurants,
young developmental children, college students, and small business owners.
Apple has created a brand so influential to its consumers, that it has
constructed interdependence with its customers. Using their strong relationship
marketing strategy Apple has created one of the largest followings of brand
loyal customers. Consumers of Apple products are invoked with trust and
assurance that they are purchasing an exceptional product. This concept of
brand loyalty and understanding of above par quality, directed me towards
purchasing my current Ipad2.
During
the pre-purchase phase of my consumption process, my question was, is the Ipad 2 a want or a need? That is,
is it something that society has taught me to satisfy my needs with, or is it a
biological motive? Clearly the Ipad 2 is a want. The next part of my
pre-purchase decision process was to learn information about the product. To do
so, I visited apples homepage to learn the benefits of purchasing this product.
A key quality for me was size, and its ability to easily travel. I was also looking
for an E-reader, and something I could take notes on for class that would easily
convert to text (thus far Apple has the only text converting note taking app).
During the second stage of my consumption process, my purchase issues basically
involved the stress/pleasure of the experience. When purchasing the product I
searched for the lowest cost, or best financing options (best buy offered 1
year of free financing) and eventually I made the purchase. The last stage of
my consumption process dealt with me using the product, and learning and
understanding its new functionalities. The most important aspect of my post
purchase phase was making sure that the product purchased meets the requirements
that I initially intended on using it for. Overall my satisfaction (on a scale
from one to seven, seven being superior) with the Ipad 2 is a six. I felt that
Apples relationship marketing strategy was successful, in that they have
created a huge brand loyalty of customers who trust and rely on the brand to construct
high quality products. This brand loyalty is created through Apples approaches
to reach customer’s needs and wants, and take their recommendations into full
consideration when designing the newest cutting edge technology. This customer
loyalty is what makes me always purchase Apple products; they keep their
promise of creating a high performing, long lasting, and always updating
technology.
I was very
interested in purchasing an easy to use product that would stimulate my touch
sensory systems, and in my opinion Apple creates one of the most sensitive
touch screens out there. I did not give Apple a score of seven (on the scale
stated above) because I felt the Ipad 2 lacked three essential components,
word, excel, and PowerPoint. If these applications were to be included then the
need for a laptop would become obsolete, and at a price of five hundred dollars
it is more than reasonable. If Apple does continue to make its Ipad’s without
these applications, I would recommend them lowering the price, to become more
competitive with other similar devices. For example, the Kindle Fire executes
the same functions as the Ipad (expect for the external camera/video camera)
and sells for a much more reasonable price of two hundred dollars.[2]
