Marketing Strategy of Apple Inc.Submitted To: Submitted By:Prof.Dhruv Brahmbhatt Prashant Chandnani (p1507)

Date : 04-01-2016

Content ▪ Introduction▪ Products▪ Current Marketing Strategy▪ Swot Analysis▪ Evaluation of iphone▪ Conclusion▪ References

Introduction of ▪ Established in Cupertino, California on April 1, 1976 and

incorporated January 3, 1977,the company was called Apple Computer, Inc.

▪ Apple Inc. is an American multinational corporation that designs and manufactures consumer electronics and computer software products. The company's best-known hardware products include Macintosh computers, the iPod and the iPhone. 

Founder of

▪ Apple was established on April 1, 1976 by:▪ Steve Jobs Steve Wozniak Ronald

Wayne

Major Key Roles of

iTunes App Store Find iPhone Face Time

iCloud Safari iMessage

Products of

iPhone iPod iWatch

iMac iPad MacBook

Marketing Strategy

Brand Personality

▪ Apple has a branding strategy that focuses on the emotions. ▪ The starting point is how an Apple product experience makes

you feel.▪ The Apple brand personality is about lifestyle; imagination;

liberty regained; innovation; passion; hopes, dreams and aspirations; and power-to-the-people through technology.

▪ The Apple brand personality is also about simplicity and the removal of complexity from people's lives.

Customer Experience

▪ The huge promise of the Apple brand, of course presents Apple with an enormous challenge to live up to. 

▪ Guarantee and Warranty Services of the devices

Launching Devices

▪ This is a company which works consistently on being on the foremost edge.

▪ Late 1970s with desktop computers▪ Laptops in the 1990s▪ iPod in 2001, ▪ followed by iPhone in 2007, ▪ iPad in 2010, ▪ Apple Watch in 2014.

Television Commercials

▪ Prior to the official release of Apple’s series of iPhone, the Company ran four commercials on televisions all over United States, in United Kingdom and other countries where their items are popular.

▪ Apple commercial always focuses on their features of the devices rather than price.

Target Market or Audience Share

▪ The target market for the iPhone was men under 35 years old. This is a smart marketing strategy of Apple. The Company believes that just about 50 percent of these individual did not possess an iPod, instead they prefer to purchase the iPhone.

▪ Not only the young men who become fascinated with this iPhone also the women were also become interested.

▪ When the cost decreased students and teenagers were also become the large buyers of the iPhone.

iPhone Applications

▪ Apple Company for all intents and purposes claimed that there is a specific application for everybody and imposed this claim through the functionality which the iPhone could also provide.

Provide security

▪ If you misplace your iPhone, iPad, iPod touch, or Mac, the Find My iPhone app will let you use any iOS device to find it and protect your data.

▪ Find My iPhone will help you locate your missing device on a map, remotely lock it, play a sound, display a message, or erase all the data on it. 

▪ For missing iOS devices, Find My iPhone also includes Lost Mode. ▪ Lost Mode locks your device with a passcode and can display a custom

message and contact phone number right on the Lock Screen. While in Lost Mode, your device can keep track of where it has been and report back so you can view its recent location history, right from the Find My iPhone app.

Categories of – Books– Business– Catalogues– Education– Entertainment– Finance– Food & Drink– Games– Health & Fitness– Music– News– Photos & Videos– Shopping– Travel– Social Networking

Siri

▪ Siri lets you use your voice to send messages, schedule meetings, make phone calls and more. Ask Siri to do things just by talking the way you talk. Siri understands what you say, knows what you mean and even talks back. Siri is so easy to use and does so much, you’ll keep finding more and more ways to use it.

SWOT ANALYSIS

What is SWOT???▪ A SWOT analysis  is a structured planning method used to

evaluate the strengths, weaknesses, opportunities and threats involved in a project or in a business venture.

– Strengths: characteristics of the business or project that give it an advantage over others.

– Weaknesses: characteristics that place the business or project at a disadvantage relative to others.

– Opportunities: elements that the project could exploit to its advantage.

– Threats: elements in the environment that could cause trouble for the business or project.

Strength of

▪ Strong Brand Image▪ Customer Experience▪ Good Customer Services▪ Advertising▪ Financial Performance▪ Focus on Research And Development

Weakness of

▪ Death of Steve Job.▪ Apple Reduces customer support

for older products with the hopes that user will switch that device.

▪ Series of Patent.▪ Apple has much Higher prices

Compared to Competitors Products.

Opportunities of

▪ Demand for smart phones and tablets are growing and apple can seize on this.

▪ iCloud smooth integration may encourage user to buy other Apple Product.

▪ Growing Business Technology Sector.

Threats of

▪ Rapid Change in technology and demand

▪ Tax increases.▪ Price competition from

competitors.▪ Android market share increases.

Video on Comparison of iPhone!

Conclusion

▪ Ignore The Critics.▪ Turn ordinary into something Beautiful.▪ Justify Your Price.▪ Communicate in the language of your audience.▪ Extend the Experience.▪ Become the “Name”.

References • https://blog.kissmetrics.com/7-strategies-apple-marketing/• http://

www.marketingminds.com.au/apple_branding_strategy.html

• http://sales-management-slides.com/marketing-strategy-of-apple/

• http://apple1inc.blogspot.in/2009/09/introduction.html

Date:02-01-2016

Thank You