INNOVATION AND NEW MARKET OFFERINGS

THE CURIOUS CASE OF APPLE

APPLE IS THE BIGGEST COMPANY IN THE WORLD BY MARKET CAPITALIZATION.

SO WHAT IS THE STORY BEHIND IT???

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They started with Personal Computer, but eventually moved on to more diverse products, like……..

……the iPod, in 2001.People just loved it.

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iTunes allowed users to legally download any number of songs to their iPod.

This silhouette ad campaign was an eye catcher and instant hit.

It was a cool gadget for the music lovers.

In 2007, the first everiPhone was launched. One million iPhones

were sold in the first three months.

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And there was more to come….

iPad- the multi purpose tablet was launched .

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The highly popular voice assistant Siri was launched.

Extreme brand loyalty was created among

the users.

The MacBook was launched.

How did Apple become such a huge success?

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OPEN TO BRAND CANNIBALIZATIONThey launched the iPhone despite knowing that it will eat into iPods sales.

iPod is as good as dead now.

People prefer an iPad over a MacBook.

This allowed Apple to stay ahead of its competitors.

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GREAT SYNERGY BETWEEN

MARKETING INNOVATION

AND

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NEW PRODUCTS ARE ALWAYS BACKED BY GREAT ADVERTISEMENTS.

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Apple made their own software and hardware, unlike others.

So if you want to use iOS, you have to go to an Apple store.

BIGGER VISIONMICROSOFT’S VISION I WANT A COMPUTER IN EVERY HOME.

APPLE’S VISION I WANT A COMPUTER IN EVERY POCKET.

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Apple is moving towards green technology.

ALL OF ITS DATA CENTERS RUN ON SOLAR POWER.

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99% of the paper used for packaging Apple’s products are made of recycled paper.

Apple’s newest products: iWatch and iTV

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Apple is too dependent (69%)on iPhone for its revenue.This could prove to be harmful in the long run.

RISK OR STRENGTH?

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RECAP

The key to Apple’s to successful innovation are:

Allowing Brand Cannibalization

Greater Vision

Doing the unusual by making hardware and software both

Aggressive marketing of new launch

DISCLAIMERThis presentation was made by Srikant Nair,

L.D.College of Engineering, Ahmedabad as a part of marketing internship under

Prof. Sameer Mathur, IIM Lucknow.