Apple’s iPet Feeder
Apple is excited for the introduction of their brand new product the iPet Feeder. Finally busy pet owners will be able to feed and interact with their pet from anywhere in the world. The camera enabled feeder will allow owners to view their pet from a live and recorded camera feed, set a feeding schedule, play, and throw treats all from their favorite Apple device.
Market Research
The objectives in conducting marketing research for this product is to ensure that the product is needed or a great addition to the market place, can surpass competitors products, and has the quality and pricing that is customers expect and are willing to pay for when it comes to the Apple brand. When we look at the strengths that the organization has, Apple has excellent financials to products a great product and market it effectively. We also know that people who shop at Apple will also purchase their other electronic needs there as well because of the seamless integration between devices. According to an poll done by CNBC, the average household owns 2.6 Apple products, and 64% of Americans now own Apple products. This is a great indication that there is a high level of customer loyalty and retention as well. The overall goal is to sell this product to current Apple customers, and make it a product that anyone with an iPhone and a pet feels they need.
Industry Trends
There are a few competitors that stand out in the camera pet feeder industry that Apple needs to be aware of. These include PetCube and Furbo. Both of these companies have been around for roughly four years, and have become household names in the space. There are features that are both included in the Petcube and Furbo feeder. These features are cameras, food scheduling, ability to talk to animal. For both of these companies, you need to pay an additional fee to have access to past camera footage. In order for Apple to really stand, out there are some suggestions that would help. I would include access to live camera footage, past footage, and motion detection for free to anyone who purchases Apple Care for their feeder. One upcoming trend that would help set us apart is in two way interaction, where there is also a screen on the feeder enabling the pet to see the owner. This is something that has yet to be capitalized on. We will keep consistent with Apple’s signature clean appearance, where it does not feel like another gadget in your home, but a beautiful art piece.
It is crucial to stay up to date on the current and upcoming technology in this area to make sure Apple is the front runner. One implication on this trend could be a rise in people working from home however, especially with COVID. According to an article in the Stanford News, “An incredible 42 percent of the U.S. labor force now working from home full-time. About another 33 percent are not working – a testament to the savage impact of the lockdown recession.” If this trend continues, the need for a camera pet feeder could become obsolete.
Legal, Ethical, and Industry Standards
There are also legal, ethical, and industry standards that must be acknowledged as well. According to the American Marketing Association Code of Conduct…
Marketers must:
- Foster trust in the marketing system
- Strive to be truthful
- Offer products of value, and they must do what they claim
- Stand behind your products and their benefits
- Serve the needs of customers
- Consider environmental factors in decision making
Summed up, we must always be honest with what our products do, as to not mislead customers. Always have consumers best intentions in mind, and always act honestly. Pricing must also always be fair and consistent. As a company, you want to always foster trust with your customers. It can make or break your brand.
Legally speaking, the FTC also plays a role in the ethic of marketing as well. When you go onto the Federal Trade Commissions website, the first mention is of advertising and marketing basics. They mention, “Under the law, claims in advertisements must be truthful, cannot be deceptive or unfair, and must be evidence-based. For some specialized products or services, additional rules may apply” (FTC.org, 2020). The FTC also monitors and set guidelines in regards to influencer marketing, transparency of advertising, “made in the USA” claims, online advertising and marketing, as well as environmental marketing. Their job is to ensure that companies are remaining honest to protect consumers and their hard earned money.
Apple never claims to be made in the USA, and all of the advertising will promote products as they are. There will never be false claims of what the product can do, pricing is transparent, and if we work with an influencer or company for marketing purposes, we will disclose this. Often profit and making money to please shareholders can be of greater importance for companies than selling excellent products, and making customers happy. Given however that Apple is such a well established company, I do not foresee any issues ethically or legally.
Limitations
One limitation that I have encountered while researching for this product has lied in the secrecy that Apple holds surrounding new products. It is difficult to learn how they research for new products, what their process is, or how they prepare to launch a new product. Apple has never done a product in relation to the pet industry, so I also found it difficult to find research to connect the two. I have however learned a lot about the research process, and how much detail really goes into it before a company can launch a new item.
References
Advertising and marketing. (2020). Retrieved from https://www.ftc.gov/tips-advice/business-center/advertising-and-marketing
Codes of Conduct: AMA statement of ethics. (n.d.). Retrieved from https://www.ama.org/codes-of-conduct/
Steveliesman. (2017, October 10). America loves its Apple. poll finds that the average household owns more than two Apple products. Retrieved from https://www.cnbc.com/2017/10/09/the-average-american-household-owns-more-than-two-apple-products.html
Swider, M. (2020, October 06). [Ipad and Smart Pencil]. Retrieved from https://www.techradar.com/reviews/ipad-mini-2019
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