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APPLE
INTRODUCTIONFounded April 1st,1976
Headquarters Cupertino, California USA
Founders Steve Jobs, Steve Wojniak
Industry Computer software Computer hardware Consumer electronics
Vision To become the world wide leader
in computer and mp3 player sales.
MissionApple is committed to bringing the best personal computing, and mobile usage experience to students, educators, creative professionals and consumers around the world through its innovative hardware, software and internet offerings.
ProductsiMac ( Personal Computer)
iPod
Apple TV
iPad
MacBook
Our Focus Product iPhone
Apple Smartphone
Launched June 29 2007
Unit Sold 250 Million
Strength of Product :
Sensor
High Quality
Style
Innovative Applications
Social Factors Reference
Greater Influence from Membership & Aspirational Reference Group
Membership: Friends and family
Aspirational: Media and Celebrities
Dissociative Reference Less Rejection Because APPLE is a brand of INNOVATION
But if someone want to use same features he may switch to android phones due to less cost than APPLE
FAMILY Role of Decider Person in family who have knowledge of Apple Products i.e. commonly younger ones
Role of Buyer Person who have ability of purchasing Apple Products
Role of Influencer Little role of influencer because Apple Products are Expensive
Role of User A User have a urge to use Apple Products because of innovative technology
PERSONAL FACTORS OF CONSUMER BEHAVIOUR
Age Targeted Market in age is youth segment from 18-35 Because interest of high-tech innovation
Life Cycle Apple products can be used by any life cycle person having interest of technology or entertainment
Users of iPhone
Under 1818-3535-5050-60
OccupationWhite Collar Apple Products are for white collar persons As it is expensive , sensitive & Innovative Technology based
Blue Collar Due to high prices and difficult technology to understand
Economic Situation
The cure for Apple during the recent recession has not been cost-cutting. The cure has been for Apple to innovate its way out of the economic downturn
No redesign , reposition , reprice from APPLE to their Products in recession.
Price sensitive people never buys APPLE iPhone
Only Seekers not all of , Strivers & Global Citizens buys Apple iPhone
Life Style
Activities Work , Gaming , internet surfing
Interests Fashion , Family , Entertainment
Opinion Social Issues , Business
Customer don’t just but Apple, they buy the lifestyle that the Apple represent
PersonalityDominance
Sociability
Brand Personality
Excitement ( Daring , intelligent , Imaginative , Up to date & reliable )
Self Concept
Apple slogan is THINK DIFFERENT
What we Are What we have
If you are sharp enough to think different then you must buy APPLE PRODUCT
Apple Products are more advanced, easier to use and designed better than Windows
Thanks