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Final presentation I created for my Consumer and Buying Behavior class.
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Apple, Inc.
Personal Consumer
Organizational Consumer
Customer Relations
Relationship Development
Value Retention Satisfaction
Brand CommunityRelationship Development
Consumers Helping Consumers
Reference Group AppealRelationship Development
“Now What” Ad
Apple LoyaltyRelationship Development
166 Million FansWorldwide
Products for EveryoneMarketing Concept
Research
Segmentation|Targeting
Consumer Behavior
Branding|Positioning
Developing for the Consumer
Method to the Madness
Research
Getting to know John AppleseedResearch
Primary ResearchQuality Resource Associates
Quantitative and qualitative studies
Secondary ResearchJournal of Consumer Research: Apple = Creative
SegmentationTargeting
Apple’s CultureSegmentation & Targeting
The Evolution of Thinking Differently
Apple’s SubcultureSegmentation & Targeting
Apple’s approach transcends gender, geography, age and race
Education SegmentationSegmentation & Targeting
Geographic SegmentationSegmentation & Targeting
Education SegmentationSegmentation & Targeting Race SubcultureSegmentation & Targeting
Alternative Mac vs. PC ad
Education SegmentationSegmentation & Targeting Age SubcultureSegmentation & Targeting
Generation Y
Teens
Adults
“Like most trends among youth, it began with the cool hunters and early adopters telling everyone this would be the next big thing and it spread until it became a cultural phenomenon.”
Anastasia Goodstein
Education SegmentationSegmentation & Targeting Teen SubcultureSegmentation & Targeting
Education SegmentationSegmentation & Targeting Social ClassSegmentation & Targeting
Targeting the Middle Upper Class
The Affluent ConsumerSegmentation & Targeting
Not Products, But Digital ExperiencesFrom $49
Consumer SocializationSegmentation & Targeting
iPod: The First Step to Owning a Mac
Consumer Behavior
Apple as an Acquired NeedConsumer Behavior
You could check your email on your computer...Or you could just buy an iPhone.
Goal Structure for Buying an iPhoneConsumer Behavior
Feedbackreactions
Goal settingFormation of
a goal intention
Action Planning
Action initiation and
control
Goal attainment/
failure
My goal is to be cool.
To be cool, I must
buy an iPhone.
I must save up enough to buy
the iPhone.
Saving to buy
an iPhone
is worth it!
I have saved
enough to buy
an iPhone.
I am happy and extremely cool now
that I have my iPhone!
Apple and FreudConsumer Behavior
Id, Superego, and Ego are interrelated to create gratification for the
Apple consumer
♥
Apple and FreudConsumer Behavior
Superego Ego
Cognitive Personality FactorsConsumer Behavior
Apple Users:
Visualizers
InformationSeekers
Thinkers
Two-way Feedback
Emotional Advertising AppealConsumer Behavior
Apple’s Hierarchy of SkepticismConsumer Behavior
Flight of Developers
Product StrategyS t a b i l i t y
S u r v i v a l
Maslow’s Self-ActualizationConsumer Behavior
Consumption BehaviorConsumer Behavior
People of all shapes colors and sizes
Love Apple....and usually only Apple.
Self and Self ImageConsumer Behavior
Macbook Air: Status Symbol
Apple User’s PersonalityConsumer Behavior
Apple Users:
Sophisticated
TechnologicallySavvy
Creative
Values from the Rokeach SurveyConsumer Behavior
TerminalCheerful
IndependentImaginative
FreedomHappiness
Social Recognition
Instrumental
Values Depicted in AdsConsumer Behavior
Branding Positioning
Brand PersonalityBranding & Positioning
Apple Word Association:
EnergeticFun
Creative Sophisticated
Product PersonalityBranding & Positioning
Purchases Reflect Personalities
iPod Nano
Macbook Air
iPhone
Attitude Toward the Ad ModelBranding & Positioning
Consumers are influenced by:19792006
Highly visual attention-grabbing ads
Communication of:Example AdsBranding & Positioning
Joy FunSelf-CertaintyFreedom Individualism
Resolving Two Conflicting Attitudes
Strategy of Attitude ChangeBranding & Positioning
Performance vs. Design
Smartphone iPhone
Elaboration Likelihood ModelBranding & Positioning
Central Route to PersuasionUsed for technically sophisticated products
Peripheral Route to PersuasionUsed because of increased market penetration and awareness
Communication TacticsBranding & Positioning
Informal SourcesWord of mouth
Formal SourcesPositive corporate image & top-notch service
Message CredibilityCareful media selection
Advertising EffectivenessBranding & Positioning
iPod/iTunes Campaign
2003: Ad Age’s Marketer of the yearBudget: $125 Million
Result: Halo effect on Apple computers
Get attention and build awareness by resonating with the interests and
lifestyles of the target users
Apple: A World BrandBranding & Positioning
Universal AppealBranding & Positioning
Gettinga Mac
Opinion LeadershipGetting a Mac
Word of MouthInnovators
Friends & FamilyConsumers with tech
knowledge
Apple Users are Opinion LeadersGetting a Mac
Apple Users
Purchase BehaviorGetting a Mac
Trial PurchasesRepeat Purchases
Long-Term Commitment
Gifting RelationshipsGetting a Mac
Intrapersonal
Interpersonal
Intragroup
Relationship MarketingGetting a Mac