Launch like Steve Jobs

Article Summary

“Launch like Steve Jobs” is an article that gives a detailed analysis over the marketing strategies the late Steve Jobs used when introducing into the market a new product from the Apple Company. According to the article, the late Steve Jobs was a well-informed individual on marketing strategies and the massive product sales by Apple Company serve testament to his expertise. For example, according to KISSmetrics (2010), the iPad product sold more 300,000 units on its first day on the market. The iPhone 4 product sold over 1.8 million units within three days of being released into the market. While both the company’s reputable brand and quality played a significant role at the massive sales, the article states that one cannot overlook the effective strategies implemented by Steve Jobs. The strategies highlighted in the article are indeed parallel with principles applied in marketing.

The “Launch like Steve Jobs” article maintained that Steve Jobs mainly stressed on how a product would affect the consumer rather than its amazing capabilities. He would talk about how tedious it is to carry both an MP3 player and cell phone together. Through the iPhone, Steve Jobs informed consumers how this product would serve as both but condensed into one device. The other marketing strategy implemented by Steve Jobs involved having the market know about the company’s new product launch months before it was released (KISSmetrics, 2010). This normally put the market in suspense and a frenzy concerning the new product. However, Apple did not reveal the product’s capabilities but rather let the consumers guess for themselves. The third marketing principle implemented by Steve Jobs involved developing a product with revolutionary potential. In this case, Apple Company looks to change the world through sophisticated products. This altered how consumers think about a particular product category.

Critique

A critique conducted on the article “Launch like Steve Jobs” revealed a parallel relationship principles of marketing. For example, shifting focus to the consumer rather than the product is a recommended principle for marketing. When launching a new product, this marketing principle dictates that consumers are mostly concerned about how a product is capable alleviating a certain problem. Therefore, marketing a new product requires convincing consumers on how it will make their life better in addition to its capabilities.

The other marketing principle in the article comes through holding consumers at a ransom of suspense. Apple Company normally informed the public about a new product launch months before its release, and consequently has the entire market guessing on its capabilities. The key to this marketing principle involves developing a groundbreaking product and then releasing limited information about it. This strategy is bound to have customers driven in frenzy anxious to purchase the product. For example, when Apple Company was about to launch the iPad device, rumors speculated largely over the product since no one had any details about it (KISSmetrics, 2010).

The third marketing principle evident from the article comes through the development of revolutionary products. This involved thinking outside the box to develop one of a kind devices rather than making incremental advances on already existing ones. The article goes on to make it clear that any business regardless of its size or financial power bears an opportunity of coming up with a revolutionary product. This marketing principle requires a business to come up with an idea never implemented before.

 

Reference

KISSmetrics. (2010). Launch like Steve Jobs: Ways to Build Buzz for Your Next Product Launch. Retrieved November 27, 2012, from http://blog.kissmetrics.com/product-launch-strategies/

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