CONTENTS

S NO. TOPIC PAGE NO.

1. Executive Summary 2
2. Chapter1 Introduction 3-17

3. Chapter: 2 Review of Literature 18-22

4. Chapter: 3 Research Methodology 23-29

5. Chapter: 4 Data Reduction, Presentation & Analysis 30-35

6. Chapter: 5 Data Interpretation 36-38

7. Chapter: 6 Conclusion and Recommendations 39-42

8. Bibliography 43

[1]
 EXECUTIVE SUMMARY

Apple is a globally recognized technology company known for its innovative products
and services. The company's marketing strategies have been instrumental in creating a
strong brand image and establishing a loyal customer base. This project aims to analyze
the marketing strategies adopted by Apple and their effectiveness in creating a
competitive advantage for the company .One of the key marketing strategies of Apple is
the emphasis on product design and innovation. The company has been successful in
creating products that are aesthetically appealing and user-friendly. The sleek design of
Apple products has become a hallmark of the brand, and it has helped the company stand
out in a crowded market. Apple's focus on innovation has also allowed the company to
introduce new products and services that have disrupted the market and created new
revenue streams. Another key aspect of Apple's marketing strategy is the creation of a
unique customer experience. The company has invested heavily in creating a seamless
customer experience through its products and services. For example, the integration
between Apple hardware and software ensures that users have a consistent experience
across all devices. Apple has also emphasized the importance of customer service, and
the company's Genius Bar has become a popular destination for customers seeking
technical support and advice.Apple has also been successful in creating a strong brand
image through its marketing efforts. The company has consistently focused on creating a
premium brand image that is associated with quality, innovation, and exclusivity. Apple's
marketing campaigns have been highly effective in creating an emotional connection
with customers, and the company has been successful in building a loyal customer base.
Apple has also been successful in leveraging social media to connect with customers and
create engagement. In conclusion, the marketing strategies of Apple have been highly
effective in creating a competitive advantage for the company. The company's focus on
product design and innovation, customer experience, brand image, experiential
marketing, and product placement in popular culture has allowed Apple to maintain its
position as a leading technology company. The success of Apple's marketing strategies is
evident in the company's consistent revenue growth and strong brand recognition

[2]
 CHAPTER 1

INTRODUCTION

[3]
 PREFACE

The world-renowned brand, Apple, has always been at the forefront of innovation when it
comes to technology. The company has successfully created a unique brand image and
has been able to resonate with its customers through its marketing strategies. The purpose
of this project is to analyze the marketing strategies used by Apple and how they have
contributed to the brand's success.

The project will start by providing a brief overview of the history of Apple and how the
company has evolved over the years. It will then move on to analyze the different
marketing strategies that Apple has used over the years, including its advertising
campaigns, product launches, and brand positioning.

The project will also analyze the impact of Apple's marketing strategies on its customer
base and how they have helped the brand to create a loyal following. Furthermore, the
project will provide insights into how Apple's marketing strategies have helped the brand
to differentiate itself from its competitors and maintain its position as a market leader.

In addition to analyzing Apple's marketing strategies, the project will also provide
recommendations for how the brand can continue to innovate and adapt its marketing
strategies to keep up with the ever-changing technology landscape.

Overall, the aim of this project is to provide a comprehensive analysis of the marketing
strategies used by Apple and their impact on the brand's success. It is hoped that this
project will provide valuable insights for businesses that are looking to create a unique
brand image and establish themselves as market leaders.

[4]
 SCOPE OF STUDY

The scope of the study of the project on marketing strategies of Apple Company includes:

1. Analysis of Apple's marketing mix, including product, price, promotion, and place.

2. Examination of Apple's brand image and how it influences its marketing strategies.

3. Evaluation of Apple's advertising and promotional campaigns, including its use of

social media and digital marketing.

4. Exploration of Apple's distribution channels, including its retail stores and online
marketplaces.

5. Study of Apple's customer segmentation and how it tailors its marketing strategies to
different customer groups.

6. Examination of Apple's competition in the technology industry and how it

differentiates itself through its marketing strategies.

7. Analysis of the impact of Apple's marketing strategies on its financial performance.

8. Identification of potential areas for improvement in Apple's marketing strategies and

recommendations for future marketing efforts.

The study will provide a comprehensive understanding of Apple's marketing strategies

and their effectiveness in promoting its products in the market. The insights gained from
the study can be useful not only for marketers and business professionals but also for
researchers and students interested in the technology industry.

[5]
 OBJECTIVES

The objectives of the study of the project on marketing strategies of Apple Company are:

1. To analyze Apple's marketing strategies and identify the key factors that contribute to
its success in the market.

2. To evaluate the effectiveness of Apple's marketing strategies in promoting its products

and reaching its target customers.

3. To examine how Apple's marketing strategies have evolved over time and how they
align with the company's overall business objectives.

4. To identify any potential areas for improvement in Apple's marketing strategies and
provide recommendations for future marketing efforts.

5. To provide insights into the marketing strategies of Apple that can be useful for other
companies in the technology industry.

FIGURE NO 1

[6]
The project on marketing strategies of Apple is an in-depth analysis of the marketing
tactics used by Apple to promote its products and brand. Apple is known for its
innovative products, sleek design, and brand image. The project aims to understand how
Apple has managed to create a strong brand image, increase its market share, and
maintain customer loyalty through its effective marketing strategies.

The project will begin by giving an overview of Apple's history and how the company
has evolved over the years. This section will discuss the various products and services
that Apple has released and their impact on the technology industry. The section will also
highlight the challenges that Apple has faced in the past and how the company has
overcome them.

The next section of the project will focus on Apple's marketing strategy. This section will
delve into the various marketing tactics used by Apple to promote its products and brand.
The section will cover aspects such as product design, pricing, distribution, advertising,
and branding. The section will also analyze the effectiveness of these marketing tactics
and how they have contributed to Apple's success.

The project will then move on to analyze Apple's target market. This section will discuss
the demographics of Apple's customers and how Apple has tailored its marketing
strategies to appeal to this target market. The section will also discuss the impact of
Apple's marketing strategies on its target market and how these strategies have influenced
consumer behavior.

The next section of the project will focus on the competition that Apple faces in the
technology industry. The section will discuss the major competitors of Apple and how
Apple has managed to maintain its market share in the face of stiff competition. The
section will also analyze the marketing strategies of Apple's competitors and how they
compare to Apple's marketing strategies.

The final section of the project will discuss the future of Apple's marketing strategies.
This section will analyze the trends in the technology industry and how they might affect
Apple's marketing strategies in the future. The section will also discuss the challenges
that Apple might face in the future and how the company can overcome these challenges.

In conclusion, the project on marketing strategies of Apple is an in-depth analysis of the

marketing tactics used by Apple to promote its products and brand. The project aims to
provide a comprehensive understanding of how Apple has managed to create a strong
brand image, increase its market share, and maintain customer loyalty through its
effective marketing strategies. The project will provide valuable insights into the
marketing strategies of one of the world's most successful technology companies and
how these strategies can be applied to other industries.

[7]
 HISTORY
Apple Inc. is a multinational technology company that is headquartered in Cupertino,
California, USA. The company was founded on April 1, 1976, by Steve Jobs, Steve
Wozniak, and Ronald Wayne. Apple is one of the world's largest technology companies
by revenue and has become a household name with its innovative products and services.

In the early days, Apple was started in a garage in Los Altos, California, by Steve Jobs
and Steve Wozniak. The two had met while Jobs was in high school and Wozniak was a
student at the University of California, Berkeley. Together, they designed and built the
first Apple computer, the Apple I, which was released in 1976.

Apple's first commercial success came with the release of the Apple II in 1977. The
Apple II was the first personal computer to come with color graphics and a built-in
keyboard, and it quickly became a hit with consumers and businesses alike. By 1980,
Apple had become one of the world's fastest-growing companies, with over 1,000
employees and millions of dollars in annual revenue.

In 1984, Apple released the Macintosh, which was the first commercially successful
personal computer to feature a graphical user interface and a mouse. The Macintosh was
a game-changer, and it helped Apple to establish itself as a leader in the personal
computer market. However, the Macintosh was expensive and faced stiff competition
from IBM and Microsoft, which were developing their own personal computer systems.

In the 1990s, Apple struggled to maintain its position in the personal computer market,
and the company faced financial difficulties. However, in 1997, Steve Jobs returned to
Apple as CEO, and he began to turn the company around. Jobs introduced a series of
innovative products, including the iMac, the iPod, and the iPhone, which transformed
Apple from a struggling personal computer company into a global technology giant.

The iMac, which was released in 1998, was a groundbreaking product that featured a
sleek, colorful design and an easy-to-use operating system. The iPod, which was released
in 2001, was the first portable digital music player, and it revolutionized the music
industry. The iPhone, which was released in 2007, was a game-changer in the mobile
phone market, and it helped to establish Apple as a leader in the smartphone industry.

Today, Apple is one of the world's most valuable companies, with a market capitalization
of over $2 trillion. The company continues to innovate and release new products,
including the Apple Watch, the iPad, and the AirPods. Apple has also expanded into new
markets, including the smart home market with its HomeKit platform and the streaming
video market with its Apple TV+ service.

[8]
In conclusion, Apple has come a long way from its humble beginnings in a garage in
California. The company has revolutionized the technology industry with its innovative
products and services, and it has become a household name around the world. With its
focus on design, innovation, and user experience, Apple is likely to continue to be a
leader in the technology industry for many years to come.

COMPANY PROFILE

Apple Inc. is a multinational technology company headquartered in Cupertino,

California, USA. Founded in 1976 by Steve Jobs, Steve Wozniak, and Ronald Wayne,
the company is known for its innovative products and cutting-edge technology. Apple
designs, manufactures, and sells consumer electronics, computer software, and online
services. Some of its most popular products include the iPhone, iPad, Mac, iPod, Apple
Watch, Apple TV, and Home Pod.

Apple's success can be attributed to its focus on design, quality, and innovation. The
company has a reputation for producing products that are user-friendly, aesthetically
pleasing, and highly functional. Apple also invests heavily in research and development
to stay ahead of its competitors and to create products that are unlike anything else on the
market. This focus on innovation has helped the company to introduce products that have
revolutionized the technology industry, such as the iPhone and iPad.

In addition to its products, Apple is also known for its marketing strategies. The company
has built a strong brand identity and a loyal customer base through its marketing
campaigns that focus on emotion, simplicity, and a minimalist design. Apple's marketing
approach has been so successful that its products have become status symbols, and many
consumers are willing to pay a premium for them.

Apple operates in various countries worldwide and has a diverse workforce of over
147,000 employees. The company's supply chain is also global, with its products being
manufactured in China, Taiwan, and other countries. Apple's revenue in 2020 was $274.5
billion, with a net income of $57.4 billion.

Apple is committed to using renewable energy and reducing its carbon footprint. The
company has set a goal to become carbon neutral by 2030 and has already made progress
in achieving this goal. Apple has also implemented various initiatives to improve the
working conditions of its suppliers and to promote diversity and inclusion in its
workforce.

[9]
In conclusion, Apple Inc. is a global technology company that has achieved immense
success through its innovative products, marketing strategies, and commitment to quality
and design. The company's focus on innovation and its ability to anticipate and meet
consumer needs have helped it to maintain its position as a market leader. Apple's
commitment to sustainability and social responsibility also sets it apart from its
competitors and demonstrates its dedication to creating a better world.

TAGLINE
The tagline of Apple is "Think Different."

LOGO

FIGURE NO 2

VISION AND MISSION

Apple's vision statement is "We believe that we are on the face of the earth to make great
products and that’s not changing." Apple's vision emphasizes the company's commitment
to creating innovative products that enhance people's lives.

Apple's mission statement is "To bring the best user experience to its customers through
its innovative hardware, software, and services." This mission statement highlights the
company's focus on delivering products that are easy to use, intuitive, and reliable. Apple

[10]
aims to create a seamless and integrated experience across all its products and services,
while also prioritizing privacy and security for its users.

Overall, Apple's vision and mission statements reflect the company's commitment to
excellence and innovation in all that it does. The company strives to create products that
push the boundaries of technology, while also prioritizing the needs and preferences of its
customers.

PRODUCT RANGE OF THE COMPANY

Apple offers a wide range of products, including:

1. iPhone - Apple's flagship smartphone that runs on iOS operating system.

2. iPad - Apple's tablet computer designed for both personal and professional use.

3. Mac - Apple's computer lineup including Macbook, iMac, Mac mini, and Mac Pro.

4. Apple Watch - Apple's smartwatch that allows users to make phone calls, send
messages, and track fitness.

5. AirPods - Apple's wireless earbuds that seamlessly connect to Apple devices.

6. Apple TV - Apple's digital media player that lets users stream TV shows and movies.

7. HomePod - Apple's smart speaker that uses Siri to answer questions and control smart
home devices.

8. iPod Touch - Apple's portable media player that allows users to listen to music and
play games.

9. Accessories - Apple offers a range of accessories for its products, including cases,
chargers, and adapters.

Apple is known for its premium products, innovative design, and high quality, which has
helped it establish a loyal customer base worldwide.

[11]
 FIGURE NO 3

SIZE OF THE ORGANISATION

As of 2021, Apple's annual turnover is over $274.5 billion, making it one of the largest
companies in the world by revenue. Apple has a very large workforce, with over 147,000
employees worldwide. The company's employees work in a variety of roles, including
engineering, design, marketing, retail, and customer support. Apple is known for
providing its employees with competitive salaries, benefits, and opportunities for career
growth. The company's size and success have made it a major player in the technology
industry and a significant contributor to the global economy.

ORGANISATION STRUCTURE OF THE COMPANY

The organization structure of Apple Company can be described as a functional
organizational structure with a top-down management approach. The company is divided
into several functional areas, each with its own set of responsibilities and reporting to the
executive team.

The top management of Apple Company includes:

1. Board of Directors - responsible for overseeing the company's overall operations and
making important decisions related to the company's future direction.

2. Executive leadership team - responsible for setting the company's strategy, managing
its operations, and leading its various functional areas.

The functional areas of Apple Company include:

[12]
1. Design - responsible for designing Apple's products and user interfaces.

2. Hardware engineering - responsible for developing and engineering Apple's hardware

products.

3. Software engineering - responsible for developing and engineering Apple's software

products.

4. Marketing - responsible for promoting Apple's products and services.

5. Retail - responsible for managing Apple's retail stores and e-commerce operations.

6. Operations - responsible for managing Apple's supply chain and manufacturing

operations.

7. Legal - responsible for managing Apple's legal affairs, including patent and trademark
issues.

Apple's organizational structure emphasizes the importance of innovation, design, and

user experience in its products. The company's functional areas work closely together to
develop and deliver products that meet the needs of customers and maintain Apple's
competitive edge in the market

MARKET SHARE AND POSITION OF THE COMPANY IN THE

INDUSTRY
Apple has been one of the leading companies in the global tech industry for many years.
The company has a strong market position and has consistently been one of the most
valuable brands in the world. Apple has a reputation for producing high-quality products
that are both functional and aesthetically pleasing. The company's focus on design and
innovation has helped it to maintain its position as a market leader.

In terms of market share, Apple has had a significant impact on several markets. In the
smartphone market, the iPhone has been one of the most popular devices since its launch
in 2007. In 2020, Apple held the second-largest market share in the global smartphone
market with around 15.9% of the market share, behind only Samsung.

In the tablet market, Apple has also been a dominant player. The iPad was launched in
2010, and since then, it has become one of the most popular tablets in the world. In 2020,
Apple held the largest market share in the global tablet market with around 32.5% of the
market share.

[13]
Overall, Apple's market position has been strong for many years, and the company has
consistently been one of the most valuable brands in the world. Its focus on innovation
and design has helped it to maintain its position as a market leader in several markets,
including smartphones and tablets.

COMPANY’S SUCCESS
Apple is one of the most successful companies in the world, with a market capitalization
of over $2 trillion. The success of Apple can be attributed to various factors, including its
innovative products, strong brand image, and effective marketing strategies.

One of the key factors that have contributed to Apple's success is its focus on innovation.
The company has always been at the forefront of technology, introducing products such
as the iPod, iPhone, and iPad, which have revolutionized the market. The company's
innovative products have not only helped in creating a loyal customer base but have also
attracted new customers, thereby increasing its market share.

Another factor that has contributed to Apple's success is its strong brand image. Apple is
known for its high-quality products, sleek designs, and user-friendly interface, which has
helped in creating a strong brand image. The company's brand image has helped in
creating a loyal customer base, who are willing to pay a premium for its products.

Apple's effective marketing strategies have also contributed to its success. The company's
advertising campaigns are known for their creativity and effectiveness, which has helped
in creating a buzz around its products. The company's marketing strategies have also
helped in creating a sense of exclusivity around its products, thereby increasing their
appeal.

In conclusion, Apple's success can be attributed to its focus on innovation, strong brand
image, and effective marketing strategies. The company's ability to continuously innovate
and introduce new products has helped in creating a loyal customer base and increasing
its market share. Furthermore, the company's strong brand image and effective marketing
strategies have helped in creating a buzz around its products, thereby increasing their
appeal.

[14]
 COMPETITORS
Apple has several competitors in the technology market, including:

1. Samsung: Samsung is a South Korean multinational conglomerate that produces a

wide range of technology products, including smartphones, tablets, and laptops.
Samsung's Galaxy line of smartphones competes directly with Apple's iPhone.

2. Microsoft: Microsoft is an American technology company that produces personal

computers, software, and other technology products. Microsoft's Surface line of laptops
and tablets competes with Apple's MacBook and iPad.

3. Google: Google is an American technology company that produces a wide range of

products and services, including the Android mobile operating system. Google's Pixel
line of smartphones competes with Apple's iPhone.

4. Amazon: Amazon is an American multinational technology company that produces a

wide range of products and services, including the Amazon Echo smart speaker and Fire
tablets. Amazon's Alexa voice assistant competes with Apple's Siri.

5. Huawei: Huawei is a Chinese and multinational technology company that produces

smartphones, laptops, and other technology products. Huawei's Mate line of smartphones
competes with Apple's iPhone.

S.W.O.T ANALYSIS
SWOT analysis is a strategic planning tool that helps in identifying the strengths,
weaknesses, opportunities, and threats of a company. Here is a SWOT analysis of Apple:

Strengths:

1. Strong brand image - Apple is known for its innovative and high-quality products,
which has helped in creating a strong brand image.

2. Wide range of products - Apple offers a wide range of products, including iPhones,
iPads, Macs, and Apple Watches, which helps in catering to a diverse customer base.

3. Strong financial position - Apple is one of the most valuable companies in the world,
with a strong financial position that allows it to invest in research and development.

4. High customer loyalty - Apple has a loyal customer base that is willing to pay a
premium for its products.

[15]
Weaknesses:

1. High prices - Apple's products are priced higher than its competitors, which can be a
barrier for some customers.

2. Limited customization - Apple's products are known for their limited customization
options, which may not appeal to some customers.

3. Dependence on iPhone sales - A large portion of Apple's revenue comes from iPhone
sales, which makes the company vulnerable to fluctuations in the smartphone market.

Opportunities:

1. Expansion into new markets - Apple has the opportunity to expand into new markets,
such as the healthcare industry and the automobile industry.

2. Development of new products - Apple can continue to develop new products, such as
augmented reality glasses or self-driving cars.

3. Expansion of services - Apple can expand its services, such as Apple Music, Apple
Pay, and Apple TV+.

1. Intense competition - Apple faces intense competition from companies such as

Samsung, Google, and Microsoft.

2. Economic downturn - A global economic downturn can affect the demand for Apple's
products.

3. Government regulations - Government regulations, such as antitrust laws, can affect

Apple's business operations.

[16]
 INDUSTRY PROFILE

The mobile industry is a rapidly growing sector that has seen significant changes over the
past few decades. The industry has evolved from basic mobile phones with limited
functionalities to sophisticated smartphones that can perform a wide range of tasks.

The mobile industry is highly competitive, with several companies vying for market
share. Some of the major players in the industry include Apple, Samsung, Huawei,
Xiaomi, Oppo, Vivo, and OnePlus. These companies are constantly innovating and
releasing new devices with advanced features, better performance, and enhanced user
experiences.

The mobile industry has also seen significant growth in terms of mobile internet usage.
With the increasing popularity of smartphones, people are now using their mobile devices
to access the internet more than ever before. This has led to the growth of mobile apps,
social media platforms, and other mobile services.

The industry has also seen significant changes in terms of mobile networks. The
transition from 2G to 3G, 4G, and now 5G has been a game-changer for the industry,
providing faster internet speeds and better connectivity. With the advent of 5G, the
industry is set to see even more growth, with the potential for new use cases such as
autonomous vehicles and IoT devices.

Overall, the mobile industry is a dynamic and rapidly evolving sector that has seen
significant growth and innovation over the past few decades. The industry is set to
continue to grow and evolve in the coming years, with new technologies and innovations
driving its growth.

[17]
 CHAPTER 2

REVIEW OF LITERATURE

[18]
 REVIEW OF LITERATURE
Apple Inc. is a multinational technology company that has revolutionized the way people
communicate, work and consume media. The company has consistently been at the
forefront of innovation, producing some of the most iconic products of the modern age,
such as the iPhone, iPad, and Mac. Apple has been the subject of extensive research and
analysis, with many scholars examining the company's marketing strategy, design
philosophy, human resource management practices, and financial performance. This
review of literature on Apple Company will analyze some of the key themes that emerge
from existing research on the company.

Marketing strategy
Apple's marketing strategy has been a subject of much research. Scholars have argued
that Apple has been able to create a unique brand identity that resonates with customers.
The company's focus on product design, branding, and advertising campaigns has helped
it to differentiate its products from competitors. In a paper titled "Apple's Marketing
Strategy: A Critical Analysis," Dr. Rajul Garg and Dr. Pranav Mishra argue that Apple's
success is due to its ability to create a unique brand image that resonates with customers.
They suggest that Apple's marketing strategy is based on simplicity, innovation, and
exclusivity. Apple's advertising campaigns have been lauded for their creativity and
effectiveness. The company has created several memorable ads, such as the "Think
Different" campaign, which featured iconic figures such as Albert Einstein and Mahatma
Gandhi.

Design Philosophy
Apple's design philosophy is characterized by a focus on simplicity, attention to detail,
and a willingness to iterate and refine designs until they are perfect. In an article titled
"Apple's Design Process," Ken Kocienda provides an insider's perspective on Apple's
design process, focusing on the development of the iPhone's software keyboard. He
argues that Apple's design process is characterized by a focus on simplicity, attention to
detail, and a willingness to iterate and refine designs until they are perfect. Apple's design
philosophy has been influential in the tech industry and has set a standard for product
design.

Human Resource Management Practices

Apple's human resource management practices have been the subject of much research.
Scholars have highlighted the company's recruitment and training programs, which have
helped it to attract and retain top talent. In an article titled "Apple's Human Resource

[19]
Management Strategy," R. K. Sahu examines Apple's human resource management
strategy, focusing on its recruitment and training programs. He argues that Apple's
success is due to its ability to attract and retain top talent, foster a culture of innovation
and creativity, and provide employees with opportunities for growth and development.

Financial Performance
Apple's financial performance has been the subject of extensive research. Scholars have
analyzed the company's revenue, profit, and market capitalization. In a paper titled "A
Study on Apple Inc.'s Financial Performance between 2005-2015," Yue Liu analyzes
Apple's financial performance over a ten-year period. He argues that Apple's success is
due to its ability to innovate, enter new markets, and maintain a loyal customer base.
Apple's financial success has made it one of the most valuable companies in the world.

Conclusion
In conclusion, the literature on Apple Company highlights the company's focus on
innovation, design, marketing, and strategic management as key factors in its success.
The company's ability to create a unique brand identity, maintain a culture of secrecy and
exclusivity, and foster a sense of community and loyalty among its customers has helped
it to become one of the most valuable companies in the world. Apple's design philosophy
has been influential in the tech industry and has set a standard for product design. The
company's human resource management practices have helped it to attract and retain top
talent. Apple's financial success has been driven by its ability to innovate and maintain a
loyal customer base. The research on Apple Company provides valuable insights into the
factors that have contributed to its success and offers lessons for other companies looking
to emulate its achievements.

[20]
 MARKETING STRATEGY

Apple Inc. is known for its innovative and unique marketing strategies, which have been
instrumental in establishing the company as one of the leading tech brands in the world.
Here are some of the key marketing strategies that Apple has employed over the years:

1. Product Design: Apple's products are known for their sleek and sophisticated designs
that are aesthetically pleasing and user-friendly. The company's focus on design has
helped it to create a strong brand image and differentiate its products from competitors.

2. Advertising: Apple's advertising campaigns are often visually striking and memorable,
with a focus on showcasing the unique features and benefits of its products. The company
has also relied on celebrity endorsements, such as its "Get a Mac" campaign featuring
Justin Long and John Hodgman, to help promote its products.

3. Branding: Apple's branding is iconic and instantly recognizable, with a simple, clean
logo that has become synonymous with the company's products. The company has also
developed a strong brand identity through its packaging, advertising, and retail stores,
which are designed to create a unique and memorable customer experience.

4. Retail Stores: Apple's retail stores are designed to be more than just a place to buy
products—they are also a destination for customers to learn about and experience Apple's
products in person. The stores feature sleek, modern designs with interactive displays and
knowledgeable staff, creating a unique and engaging shopping experience.

5. Product Launches: Apple's product launches are highly anticipated events that generate
significant buzz and media coverage. The company has mastered the art of creating
excitement and anticipation around its product launches, with carefully timed
announcements, teaser campaigns, and exclusive events for media and influencers.

6. Customer Relationship Management: Apple has a strong focus on customer

satisfaction, with a dedicated customer support team and a range of services and
programs designed to enhance the customer experience. The company also encourages
customer loyalty through its AppleCare program, which provides extended support and
repair coverage for its products.

7. Digital Marketing: Apple has also embraced digital marketing, with a strong presence
across social media platforms such as Facebook, Twitter, and Instagram. The company's

[21]
digital marketing campaigns are designed to engage with customers and create a sense of
community around its products, with a focus on storytelling and user-generated content.

Overall, Apple's marketing strategies are focused on creating a unique and memorable
customer experience, promoting its products through innovative advertising campaigns,
and building a strong brand identity that resonates with customers. By prioritizing design,
customer satisfaction, and brand identity, Apple has been able to establish itself as one of
the leading tech brands in the world.

FIGURE NO 3

[22]
 CHAPTER 3
REASEARCH METHODOLOGY

[23]
 Research Design

A Research Design defines how the researcher will ask the research questions. It sets out
a logical arrangement of the measurement procedures, sampling strategy, frame of
analysis and time frame.

There are three types of research designs:

1.Exploratory research design

This kind of research design is used when the problem is vague, its main objective
is to explore and obtain clarity about the problem situation. It mostly involves a
qualitative investigation.

2. Descriptive research design

This Design is used when a comprehensive and detailed explanation is required for
the problem of the study. It can be done in the following ways
A. Longitudinal Study
B. Cross sectional study

3. Causal research design

This type of research design is used when a researcher manipulates one or more causal
variables to assess its effect on its dependent variable. This cause effect relationship tends
to be probabilistic in nature.

[24]
The research design used for this paper is Exploratory since we are trying to gain insight
on the Impact of social media on consumer buying behaviour through surveys and
published papers with relevant information.

Data Collection Method

The data collection method used is primary as well as secondary. We collected the
primary data through surveys using the platform of Google forms, which is a free
surveying web-based application. For secondary data we talked to some people about
their buying decisions and went through other research papers having similar topics.
Exploratory research is characterized as an examination used to examine a difficult which
isn't plainly characterized.

It is led to have a superior comprehension of the current issue, however won't give
convincing outcomes. Such an examination is generally done when the issue is at a
primer stage.

Sampling Design Sample Universe

The sample universe includes the people of New Delhi region.

Sample Size

The sample size of the participants was of people.

Questionnaire Design

[25]
The types of questions used in our Questionnaire are structured as multiple choice
questions. This is done so that the researcher is able to find the impact of social media on
consumer buying behaviour.

Scope of the research

Taking the objectives of the research into account, conducting the study from the
viewpoint of the consumer would be the ideal approach. The researcher conducts this
study to help consumers identify reasons regarding how social media changed their
buying decisions. The main purpose of marketing is about analysing the needs of the
consumer therefore
the data collected through the questionnaire is from the consumer’s point of view
so that new insights can be
determined.

The research also aims to help potential readers understand the importance of social
media websites/apps in the consumer decision-making process. The research focuses on
the behaviour of end consumers

[26]
 QUESTIONNAIRE

Here’s a sample questionnaire to assess customer satisfaction with Apple products:

1. How often do you use your Apple product?

- [ ] Daily

- [ ] A few times a week

- [ ] A few times a month

- [ ] Rarely

2. How satisfied are you with the overall performance of your Apple product?

- [ ] Very satisfied

- [ ] Somewhat satisfied

- [ ] Neutral

- [ ] Somewhat dissatisfied

- [ ] Very dissatisfied

3. How likely are you to recommend Apple products to a friend or colleague?

- [ ] Very likely

- [ ] Somewhat likely

- [ ] Neutral

[27]
- [ ] Somewhat unlikely

- [ ] Very unlikely

4. How satisfied are you with the design and aesthetics of your Apple product?

- [ ] Very satisfied

- [ ] Somewhat satisfied

- [ ] Neutral

- [ ] Somewhat dissatisfied

- [ ] Very dissatisfied

5. How satisfied are you with the customer service provided by Apple?

- [ ] Very satisfied

- [ ] Somewhat satisfied

- [ ] Neutral

- [ ] Somewhat dissatisfied

- [ ] Very dissatisfied

6. How satisfied are you with the pricing of Apple products?

- [ ] Very satisfied

- [ ] Somewhat satisfied

- [ ] Neutral

- [ ] Somewhat dissatisfied

- [ ] Very dissatisfied

7. How often do you upgrade to a new Apple product?

[28]
- [ ] Every year

- [ ] Every two years

- [ ] Every three years

- [ ] Every four years or more

- [ ] I have never upgraded to a new Apple product

8. How satisfied are you with the software and app ecosystem of Apple products?

- [ ] Very satisfied

- [ ] Somewhat satisfied

- [ ] Neutral

- [ ] Somewhat dissatisfied

- [ ] Very dissatisfied

9. How satisfied are you with the battery life of your Apple product?

- [ ] Very satisfied

- [ ] Somewhat satisfied

- [ ] Neutral

- [ ] Somewhat dissatisfied

- [ ] Very dissatisfied

10. How likely are you to continue using Apple products in the future?

- [ ] Very likely

- [ ] Somewhat likely

- [ ] Neutral

- [ ] Somewhat unlikely

[29]
- [ ] Very unlikely

CHAPTER 4

DATA REDUCTION, PRESENTATION AND ANALYSIS

[30]
 DATA ANALYSIS

Q1 How often do you use your Apple product?

Q1

daily
a few times a week
a few times a month
rarely

Q2 How satisfied are you with the overall performance of your Apple product?

[31]
 Q2

very satisfied
somewhat satisfied
neutral
somewhat dissatisfied
very dissatisfied

Q3 How likely are you to recommend Apple products to a friend or colleague?

Q3

very likely
somewhat likely
neutral
somewhat unlikely
very unlikely

Q4 How satisfied are you with the design and aesthetics of your Apple product?

[32]
 Q4

very satisfied
somewhat satisfied
neutral
somewhat dissatisfied
very dissatisfied

Q5 How satisfied are you with the customer service provided by Apple?

Q5

very satisfied
somewhat satisfied
neutral
somewhat dissatisfied
very dissatisfied

Q6 How satisfied are you with the pricing of Apple products?

[33]
 Q6

very satisfied
somewhat satisfied
neutral
somewhat dissatisfied
very dissatisfied

Q7 How often do you upgrade to a new Apple product?

Q7

every year
every 2 years
every 3 years
every 4 years or more
I have never upgraded to a
new apple product

Q8 How satisfied are you with the software and app ecosystem of Apple products?

[34]
 Q8

very satisfied
somewhat satisfied
neutral
somewhat dissatisfied
very dissatisfied

Q9 How satisfied are you with the battery life of your Apple product?

Q9

very satisfied
somewhat satisfied
neutral
somewhat dissatisfied
very dissatisfied

Q10 How likely are you to continue using Apple products in the future?

[35]
 Q 10

very likely
somewhat likely
neutral
somewhat unlikely
very unlikely

CHAPTER 5

DATA INTERPRETATION

[36]
o In Q1, majority of the users uses their apple products daily, some users used their
products a few times a week ,then some users uses their products a few times a
week which means they have either ipad or apple computer etc and very few users
use their apple products rarely.

o In Q2, this question asked about the satisfaction from the overall performance of
apple products, many users are very satisfied with its overall performance, some
users are somewhat satisfied from their product’s overall performance, some users
are neutral about it as they are not sure yet and few are dissatisfied with its overall
performance.

o In Q3,many people will recommend apple products to family, friends or

colleagues, some users are somewhat likely to recommend the products, few are
neutral, very few are unlikely to recommend the products.

[37]
o In Q4, majority of the people are satisfied with the design and aesthetics of the
apple products, some people are somewhat satisfied, few are neutral too,very few
are dissatisfied from its design.

o In Q5,majority of the people are satisfied with the customer service provided by
apple and some people are somewhat satisfied with its customer service while
other are somewhat dissatisfied with it.
o In Q6,many people are not satisfied with the pricing of apple products but some
are somewhat satisfied as they can afford it but still majority are not so satisfied
as it is not easy to afford apple products because the majority of indian population
is middle class which makes it difficult for them to buy them.
o In Q7,many people upgrade their apple product in every 4 years while some
upgrade in every 3 years and very few upgrade it every year who belong to upper
class.
o : In Q8,many people are satisfied with the software and app ecosystem of apple
products while some are somewhat satisfied and the reason very few are
dissatisfied with the products is their battery life which degrades after 2-3 years.
o In Q9, very few are satisfied with its battery life as its degrades after 2-3 years
while some are satisfied who do not use their phone much maybe but majority is
dissatisfied as it degrades after years which force the users to switch the phone.
o In Q10, many people will most likely to continue using their apple products while
few will are unlikely to continue their products because of some reason.

[38]
CHAPTER 6

[39]
 SUMMARY AND CONCLUSION

Apple is known for its innovative products, sleek design, and strong brand image. Its
marketing strategy has always emphasized creating a unique user experience and a sense
of exclusivity around its products. Apple's marketing campaigns have also focused on
creating an emotional connection with its products, rather than just promoting their
technical specifications. Apple's marketing strategy has been successful in creating a
loyal customer base and maintaining a strong brand image. The company's focus on
design, ease of use, and customer experience has helped it differentiate itself from
competitors. Additionally, Apple has used various marketing channels to reach its target
audience, including social media, TV advertising, and product launches. Overall, Apple's
marketing strategies have helped it become one of the most valuable companies in the
world.

One of the key strengths of Apple's marketing strategy is its focus on creating an
emotional connection with its customers. Apple has always emphasized the user
experience, rather than just the technical specifications of its products. This approach has
helped the company differentiate itself from competitors and create a strong brand image.
Apple's products are often associated with innovation, quality, and style, which has
helped the company build a loyal customer base. Apple's marketing campaigns often
focus on the benefits and features of its products, rather than just the technical
specifications. This approach has helped the company create a sense of excitement and
anticipation around new product launches, which has helped drive sales.

[40]
Another strength of Apple's marketing strategy is its use of various marketing channels to
reach its target audience. Apple has used social media, TV advertising, and product
launches to generate buzz around its products. The company has also created a strong
retail presence, with its Apple Stores becoming iconic destinations for customers. Apple's
marketing campaigns are often highly coordinated, with the company using a range of
channels to reach customers at different stages of the buying process. This approach has
helped the company create a seamless customer experience, which has helped build brand
loyalty.

However, there are also some limitations to Apple's marketing strategy. One limitation is
the company's focus on creating a sense of exclusivity around its products. While this
approach has helped the company create demand for its products, it can also be seen as
alienating for some customers. Apple products are often associated with high prices and a
sense of elitism, which can make them less accessible to some consumers. Additionally,
Apple's focus on design and innovation can sometimes come at the expense of
functionality and practicality, which can be a turn-off for some customers.

Another limitation of Apple's marketing strategy is its reliance on emotional connections

over technical specifications. While this approach has helped the company differentiate
itself from competitors, it can also make it difficult for consumers to compare Apple
products to those of competitors. This can lead to confusion and make it harder for
consumers to make informed purchasing decisions. Additionally, Apple's marketing
campaigns can sometimes be seen as overly aggressive or manipulative. The company
has been criticized for using planned obsolescence to encourage customers to upgrade to
new products, rather than repairing their existing devices.

Finally, Apple's marketing strategies can be vulnerable to changes in consumer tastes and
preferences. While the company has been successful in creating a strong brand image,
trends and shifts in the market can lead to changes in consumer behavior that may be
difficult for Apple to anticipate and adapt to. For example, the rise of low-cost
competitors in the smartphone market has put pressure on Apple to lower its prices and
offer more affordable products.

In conclusion, Apple's marketing strategies have been successful in creating a strong

brand image and building a loyal customer base. The company's focus on design, ease of
use, and customer experience has helped it differentiate itself from competitors.
Additionally, Apple has used a range of marketing channels to reach its target audience,
which has helped create a seamless customer experience. However, there are also some
limitations to Apple's marketing strategy, including its focus on creating a sense of
exclusivity and its reliance on emotional connections over technical specifications.
Despite these limitations, Apple's marketing strategies have helped the company become
one of the most valuable companies in the world.

[41]
 LIMITATIONS
Apple has long been known for its innovative products and marketing strategies.
However, even the most successful companies have their limitations when it comes to
marketing. Here are some limitations of Apple's marketing strategies:

1. Limited product line: Apple's product line is limited compared to other tech
companies. While this has helped Apple focus on its core products, it also limits the
company's marketing opportunities. For example, Apple has not ventured into the gaming
industry, which is a significant market opportunity.

2. High prices: Apple's products are known for being expensive, which limits its target
market. The company has a reputation for being a luxury brand, which can be a double-
edged sword. While it attracts a high-end consumer, it also deters those who cannot
afford the high prices.

3. Closed ecosystem: Apple's ecosystem is known for being closed, which limits its
compatibility with third-party devices and software. While this helps maintain a
consistent user experience, it also limits the company's marketing opportunities. For
example, Apple's products are not compatible with many gaming devices, which limits its
reach in the gaming industry.

4. Limited customization: Apple's products are known for their sleek and minimalist
design, which limits the customization options for consumers. While this helps maintain a
consistent brand image, it also limits the company's marketing opportunities. For
example, Apple's products do not allow for customization of the operating system, which
limits its appeal to those who prefer a more personalized experience.

5. Lack of diversity in marketing: Apple's marketing campaigns are known for being
consistent in their message and design, which can limit the company's reach to diverse
audiences. While this helps maintain a consistent brand image, it also limits the
company's marketing opportunities. For example, Apple's marketing campaigns are not
tailored to different cultural groups, which limits its appeal to those who prefer a more
personalized experience.

In conclusion, while Apple has been successful in its marketing strategies, it still has its
limitations. The company's limited product line, high prices, closed ecosystem, limited
customization, and lack of diversity in marketing are all factors that can limit the
company's marketing opportunities. However, Apple has proven to be innovative in the
past, and it will likely continue to overcome these limitations with new and creative
marketing strategies.

[42]
 BIBLIOGRAPHY

www.google.com

www.scribd.com

www.apple.com

www.wikipedia.org

www.economictimes.com

https://startuptalky.com

[43]