José Ignacio Gafo Gómez-Zamalloa

Yes, you are reading it right: If you want to go for an I-Pod Nano in Blue, Black or Green you have to pay 50€ more. To be more precise, the I-Pod Nano of 4 GB (priced at 139 €) is only available in a boring grey; the cool colors are only available for the I-Pod Nano of 8 GB, priced at 189 € in the color mentioned… You want it Red? Then you have to go the Apple Store where they sell it in exclusivity.

Apple again is innovating. I am not sure if the promotion will work or not, but it is fair to admit that these guys from Apple never stop thinking different. In particular there are three things that I regard interesting about the promotion:

1.They are pushing the customer at the Stores to get the pricey option for getting the cool colors. Something likely to happen as long as the target group is looking a cool and outstanding gadget.

2. They disregard potential channel conflict and offer an exclusive product variety at their online store. They can do it for they have such a strong demand for the I-Pod that no store can permit himself not to stock one of the hottest presents for Christmas.

3. They are launching a worldwide promotion at Christmas through all their online stores (I have only checked the ones of Spain, USA and Italy, but it looks that it is the same everywhere).

I realized about this the other day when I was going to get one 4GB I-Pod Nano for my Sister at PC City. What was really amazing to me was the Salesperson informed me about the product availability and recommended me to go to the Apple Store if I wanted the red one!

What will be next? I guess that they will launch the 16GB with exclusive cool cases, that will cost you 50€ more than the “old-fashioned” 8 GB.

Think Different!!! (Think Apple!!!!)

Ignacio Gafo

Posted on 4 January 2008 in Pricing, International Marketing, E-MARKETING

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