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REPORT ON
“A STUDY ON CONSUMER PERCEPTION ON APPLE INC.”
It is certified that the work contained in the project report titled “A Study on Consumer Perception
on Apple Inc.,” by “Harsh Gautam” has been carried out under my/our supervision and that this
work has not been submitted elsewhere for a degree*
Department: Commerce
This is to certify that I have completed this Project title “A Study on Consumer Perception on
Apple Inc.” under the guidance of “Mr. ANIL KUMAR GOYAL” in partial fulfilment of the
requirement of the award of degree of Bachelor of commerce honors at MAHARAJA AGRASEN
INSTITUTE OF MANAGEMENT STUDIES. This is an original piece of work, and I have not
submitted it earlier elsewhere
ACKNOWLEDGEMENT
I would like to express my gratitude to all those who gave me the possibility to complete this minor
project report.
HARSH GAUTAM
01061188822
ABSTRACT
Apple Incorporation is a multinational company that creates and sells consumer electronics,
computer software, and personal computers, in 363 stores worldwide, with global sales of about
US$16 billion. The company's well-known products like Macintosh line of computers, iPod, iPhone
and the iPad are mainly recognized as a source of competitive edge due to high brand awareness
related to these products. Apple also sells other branded products like, Mac OS, iTunes, life, iWork,
Aperture, Final Cut Studio, X, Logic Studio, Safari browser and iOS.
The main objective of this study is to analyze the importance of using marketing strategies of
branding in Apple Inc. The study will help to find out about the related benefits of branding mainly.
The details of the study will help us to learn about the consumer's awareness about the brand and
how their loyalty can be increased in order to gain a competitive edge. Also, analyzing the
importance of branding can help us to find out about the Apple brand's strengths, weaknesses,
opportunities and threats, by using SWOT analysis tool and by using STP process, we can know
how to segment the market, target the customers and position the products/services. Whereas, by
using 4 Ps of marketing mix, we can find out about the branded product, its price, promotion and
placement.
Therefore, since the competition in the technology industry is increasing, 'A study on using
marketing strategy of branding in Apple' will help the company in staying at the top of consumer's
mind, to cope up with the changes, to gain competitive edge, to attain goals set by the company, to
make improvements for the future related to products, its pricing strategy, communications used to
promote and the placement of the product. Therefore, it will help us to evaluate whether branding
will affect Apple Inc's success rate or not.
Table of Contents:
Wiki invest (2024) Technology states, the technology industry provides foundation for activities
such as, chip production, information and communication systems, and computer systems. The
companies belonging to this industry serves as developers and manufacturers of the products
which increase efficiency and production of cell phones, computers, televisions, and other
communication and information systems. It is a huge industry with a high growth potential, but it
is sometimes gone through volatile cycles, like the semiconductor industry. As chips are getting
smaller and globalization is increasing, demand for faster and efficient technology, demand for
technological industry in increasing
Wikipedia (2024) Apple store states, that, Apple Incorporation is a multinational company that
creates and sells consumer electronics, computer software, and personal computers, selling in 363
stores worldwide, with global sales of about US$16 billion in merchandise. The company was first
founded on April 1, 1976, in Cupertino, California by Steve Jobs, Steve Wozniak, and Ronald
Wayne and then incorporated on January 3, 1977. The company was named as Apple Computer,
Inc before for the first 30 years. The word "Computer" was then removed from its name on January
9, 2007. The company's traditional focus was on personal computers shifted towards consumer
electronics.
According to Apple Inc (2024), ''Apple designs Macs, the best personal computers in the world,
along with OS X, life, iWork, and professional software. Apple leads the digital music revolution
with its iPods and iTunes online store. Apple reinvented the mobile phone with its revolutionary
iPhone and App Store and has recently introduced its magical iPad which is defining the future
of mobile media and computing devices.''
Another mission statement is: "Apple is committed to bringing the best personal computing
experience to students, educators, creative professionals and consumers around the world through
its innovative hardware, software and internet offerings."
Vision Statement of Apple Inc
According to Apple Inc (2022), “We believe that we are on the face of the earth to make great
products and that’s not changing. We are constantly focusing on innovating. We believe in the
simple not the complex. We believe that we need to own and control the primary technologies
behind the products that we make and participate only in markets where we can make a significant
contribution. We believe in saying no to thousands of projects, so that we can really focus on the
few that are truly important and meaningful to us. We believe in deep collaboration and cross-
pollination of our groups, which allow us to innovate in a way that others cannot. And frankly, we
don’t settle for anything less than excellence in every group in the company, and we have the self-
honesty to admit when we’re wrong and the courage to change. And I think regardless of who is
in what job those values are so embedded in this company that Apple will do extremely well.”
● To obtain products and services within tight timeframe, at a cost providing the best
value to the customers and shareholders.
● To keep creating and releasing computers and consumer electronics those are user-friendly.
● To open more stores even on international locations to increase sales and dominate world
market.
● To innovate on a regular basis.
Motivations of research:
As the competition in the technology industry has increased, it has become mandatory to make a
study on the importance of using a marketing strategy of branding for Apple, to stay at the top of
consumer's mind, to cope up with the changing environment, to gain competitive edge, to make
improvements in future and to attain goals set by the company.
Research Objectives:
● To analyze the importance of using a marketing strategy of branding for Apple Inc and to
find out how STP strategies helps Apple's brand.
● To find out about the benefits of branding for the company and to find out how branding
helps to gain a competitive edge by differentiating themselves and how it increases customer
loyalty and increases brand awareness.
● To find out about the branded product and its related price, promotion and placement and
to find out the strengths, weaknesses, opportunities and threats the company may be facing
Research Questions:
What benefits will Apple and its customers benefit from after using branding marketing strategy?
• Does branding allow Apple Inc to communicate company's objectives, mission and vision
clearly to their customers?
• Does branding helps Apple to differentiate its products from its competitors, by gaining
competitive edge?
• Does branding allow Apple's customer to easily recognize and recall the company and its
products?
• Does branding allow Apple Inc to charge premium for its products and yet maintain customer
loyalty?
• How will using STP strategies, 4 Ps of marketing mix and SWOT Analysis help to enhance
Apple's brand?
Organization Study
Chapter 1: Introduction
Chapter 3: Methodology
LITERATURE REVIEW
Introduction
This section will provide the details about the qualitative data, providing a foundation for all
the details to follow
What is Branding?
Branding does not only allow your target market to choose your company over the
competitors, but it helps in getting your prospects to see you as the only company that
provides a solution to the consumer's problems.
i.e. a promise of performance that the product will meet with desired consumers'
expectations.
According to Marketing minds (2022), Apple Inc. uses the Apple brand to compete across
several highly competitive markets, including the personal computer industry with its
Macintosh line of computers/laptops and related software, the consumer electronics industry
with products such as the iPod, digital music distribution through iTunes Music Store, the
smart phone market with the Apple iPhone, magazine, book, games and applications
publishing via the Apps Store for iPhone and the iPad tablet computing device, and movie
and TV content distribution with Apple TV. The company is also establishing a very strong
marketing presence relative to the rival (Google) in the advertising market, via its business
Apps and iPad network.
Brand recognition- is when the consumers have good knowledge of brand when they
are asked questions related to a specific brand and they are able to differentiate a brand on
the basis of having noticed or heard about earlier.
Brand recall-
It allows a customer to recover a brand from his memory when given the product
class/category, needs satisfied by that category or buying scenario as a signal, i.e. if they are
able to recall the brand from their memory.
E.g. Showing a logo of Apple's brand, and asking which brand does this logo belongs to.
Apple has a branding strategy that focuses on the emotions. Apple brand's 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,
making life easier for people as they have people-driven product design, and is a humanistic
company with a heartfelt connection with its customers
According to Investopedia, it is the premium value that the company realizes from a product
with a recognizable name as compared to its generic equivalent firm. Companies can create
brand equity for their products by making them memorable, easily recognizable and superior
in quality and reliability. Also, mass marketing campaigns may help to create brand equity.
Brand equity is said to be positive if the consumers are willing to pay more for a branded
product than for a generic one.
Brand awareness plays a key role in building brand equity. Create reliable brand image,
slogans and taglines, helps to strengthen brand awareness which therefore improves brand
equity.
Marketing minds (2022) also states, Since Apple has strong brand awareness, it has high
sales and high market share, and the consumers are well acquainted and familiar with the
brand and its products. They are also willing to pay premium price for their products, relative
to the competitor's brand due to Apple's positive brand equity. Apple is not just intimate with
their consumers but there is a real sense of community among users of its main product lines.
Therefore, this also helps to create consumer's brand loyalty (where brand loyalty is when
the consumers become committed to your brand, choosing it over competitors and making
repeat purchases over time.)
Emotional Appeal - As stated by Clarity marketing LTD (2005), emotional appeal helps a
great deal in targeting customer's emotions with product names. A strong, recognizable
brand will act like a ‘short cut’ in decision making process, as the customers don't dither
over alternatives or compare options where there is no clear point of difference and instantly
chooses your brand as they know what it stands for. For instance, as Apple manufactures
technological items, the name of each product clearly reflects technological aspects like iPod
touch, which indicates that it is a product that allows you to play and choose music through
touch properties. It, therefore, helps in creating an integrated appeal to specific emotions
promoting the product recognition and sales.
According to Marcia Yudkin (2022), brand helps to create a reputation and good will for a
company. It is very hard for customers to refer to a company as "that what its name store"
or to refer business as "the shop from the Yellow Pages." In addition to the company name,
it gives people to give constant reminders reinforcing the identity of companies they will
want to buy from. Memorability can come from the logo, its design, color, style etc. which
helps to nail your company's name in the minds of the public.
Similarly, after your brand is nailed in the minds of your customers, that’s when your
customers have become familiar and aware of your company’s existence in the market.
Branding allows having huge effects on non-customers too. Psychologists' studies have
proved that familiarity develops liking for it. Also, the customers who have never bought
from your company, may many tomes be willing to recommend your company to others
even without having any personal knowledge of your products or services.
Therefore, the half-bitten Apple logo and the brand name 'Apple' help a great deal to help
customers remember, be familiar and recommend the brand to others.
Extensions
When your company's brand is well-established, you can spread the respect you've earned
to a related new product, service or location and win acceptance easily of the newcomer. For
instance, when Apple introduced a new product extension line of iPad, the customers trusted
the brand, so they didn't feel reluctant and bought iPad anyway, making these tablets quite
popular of its kind in the market.
Loyalty
When customers have a positive experience with your company's brand, they are more likely
to buy your products and services again in future rather than the competitors. Customers that
are closely bonded with your brand's identity may not only repurchase what they bought
earlier but may also buy related items of the same brand and recommend your brand to others
and resist the lure of a competitor's price cut. The brand identity helps to create and anchor
such loyalty.
Apple's loyal customers wait every year to buy a new version of iPhone every year, regarding
the high price and numerous other phones existing of competitors brand in the market.
Branding helps a company to invest less in marketing (promotion) expenses, though you
need to invest money in order to create a brand, but it's more like a one off investment as
once it's created you can maintain it and do not need to tell the whole story about the brand
every time you market it. For instance, Apple promoting for iPhone by Apple, everyone
knows that iPhone is a touch phone produced by t h e b r a n d Apple
Branding your company allows you to get more money when you decide to sell it. Also, it
allows the company to borrow loan even if the company's facilities and inventory vanished,
just because of their brand name. Similarly, if Apple Inc founder ever decides to sell the
company, he will get more money.
Lynne Haley Rose (2022) states, when you market a product/service with a strong, positive
brand association, you communicate an assurance of quality to the potential customers,
which makes the consumers more likely to buy from your branded company rather than a no
name company. Often, superior sales are due to the trust and expectation of quality that the
recognized brand has established through an integrated marketing program. This is the
reason that customers prefer to buy Apple's products rather than those that are unbranded.
STP Process
It consists of a set of three strategies namely (Segmentation, Targeting and Positioning) that
is created after branding, and further helps in developing marketing strategies for Apple's
brand
Segmentation
As stated by University of Southern California (2022), when the market is divided into
subgroups, known as market segments, in order to create product differentiation strategies
and to exploit these segments to the firm's own use. There are several segmentation
techniques that can be used, like:
• Demographic segmentation: It is when the market is segmented on the basis of age, gender,
education, income, occupation, etc.
• Geographic segmentation: It is when the market is segmented on the basis of city, state,
region or country.
As we are in an age of mobile computing, it helps to see the continuum of connected devices
from the perspective of their means of mobility; namely, whether they are wear-able, pocket-
able, bag-able or portable.
According to Mark Sigel (2020), Such diverse set of device Apple offers from physical
buttons, keyboards and moue to multi-touch and tilt, providing a window into the types of
use cases and workflows that they are used for optimizing.
Apple has used their vertical integration of the iPod media player and the iTunes
marketplace, to their advantage as it creates a billing relationship with 160 million
consumers via simplified discovery, purchase and distribution, providing a window into how
their market segmentation approach is simultaneously harmonious and discrete.
The iOS-based Apps and their corresponding “ecosystem surround” directly overlay on top
of iTunes and the iPod media player. This approach is like business school study of how
companies can apply strategies and tactics across product lines and product lifecycles.
Therefore, Apple has the ability to be judicious in its implementation of differentiating
hardware components at the display, phone, camera and video capture level.
Targeting
It is the second stage of the STP process. After the market has been separated into its
segments, the marketer will select a segment or series of segments to target at, and then
resources and efforts will be targeted at the segment.
Apple Inc has been using the second approach of being one supplier that is targeting many
segments. According to the Matt Asay, (2020), Apple mainly targets people, as it focuses
on users and lets them decide how and where they’ll use their products.
Positioning
According to Switchman, 2009 'Understanding Apple's positioning', positioning is the third
and final part of the STP process. Positioning is one of the simplest and one of the most
useful tools for marketers. After segmenting a market and then targeting a consumer, you
would proceed to position a product within that market.
Positioning is all about the 'perception', and it may differ from one person to another. E.g.
What you perceive as quality, value for money, etc., maybe different to another person's
perception about it.
Apple is positioned as a premium brand in the mind of the customers that demands and earns
a price premium. This price premium spans the entire Apple product lineup encompassing
the Macintosh, iPod, iPhone, software, and accessories. Therefore, Apple's has positioned
them to target a less price sensitive customer, thus which has created a culture and a set of
activities through which Apple differentiates itself from competitors to meet the needs of
their targeted customers
4 Ps (marketing mix) of Apple
Product:
According to Boseong (2023), Products are the goods and services that a business provides
for sale to target the market. Apple like any other company began with the products. At first
Apple computers (MAC) were considered as an overpriced niche product with a low market
share. Only communications segment considered it as a great took for design and AV
applications, but the rest of the people remained loyal to the traditional PCs; but Apple
continued to build their base of brand advocating through design, combining unprecedented
features and innovative styling. In the recent years, Apple diversified it product mix by
introducing new line of products, keeping up with the competitive consumer electronics
market. Some of their well-known products such as the iPod, a portable music player was
the first product range that was launched to compete in the portable media player market and
not after long came the iPhone (the most innovative device that has several features like
mobile phone capabilities, music player, small personal organizer and portable computing,
all put in a one tiny handheld which dominated the mobile phone market).
What makes iPhone unique is that it allows customization to be done suiting the individual
needs, accordingly, making it relevant to its target market. Other famous products of Apple
comprise of iPad, another handheld touch form of mini-computer and Apple TV.
Price:
According to CJ (2023), Price concerns with the amount of money that customers should
pay in order to purchase the company's products. Apple has never considered pricing as one
of the competitive advantages. They only use their best resources to make a great final
product first, and then only worry about the costs. The only buck to this trend we have seen
now is with iPad.
Apple’s competitors release their own tablet devices, but none of them are coming any closer
to iPad’s entry price of $499 even when everything is equal in regards of the hardware and
component quality. It is clearly seen that Apple is leveraging some of the supply chain
advantages earned from the iPhone and iPod with regards to materials like touch screens and
flash memory in order to keep iPad’s pricing down, which will prove very difficult for the
major competitors to approach in the near term. Rival firms such as Samsung operate in
many different business segments that ties together the multiple component suppliers, would
probably come close over time, but it assuredly is an uphill battle for even the best of them
to compete in the short-term.
Therefore, the high price charged for its products also portrays the high quality of its
products, for which customers are willing to pay for.
Promotion:
According to Villing and Company (2024), promotion refers to the act of communicating
the benefits and value of your company's product to their consumers. Apple’s commercial
spots are instantly recognizable by everyone whether you are a fan of their products or not.
It is easy to identify their commercials immediately because of the use of the simplistic
approach of the layout of their product featured on a white background, with catchy music
playing in the background, using the approach ''Less-is-more products, meets less-is-more
advertising''. Everything in their advertisements is visual, and visually plentiful, but not
overpowering as some ads can be. When a new product gets launched, along with the press
conference, several major tech blogs and websites also take part in covering the event. Apple
spends half billion dollars annually on paid media, which is actually lesser than rival brands
Microsoft and Dell. However, given the memorability of Apple’s advertisements, it seems
to be more pervasive than it actually is. In addition, if there was a poster child for the powers
of word-of-mouth marketing and brand loyalty, it would be Apple.
Place
Veiling and Company (2024) states, Place is related to the distribution, location and methods
of getting the product to the customers. Apple has adopted a hybrid distribution channel
involving an online store, physical outlets and the retail points of the exclusive mobile
service provider and its online store. Apple recognized that by getting their products used by
students, could influence brand preferences more in the development years of a new
generation of computer users. The most dramatic 'Jobs-led' initiative involved the 4th
element of marketing mix “place”, which was the opening of its now iconic Apple retail
stores. Apple expanded its consumer reach by building numerous new retail outlets, owing
and operating around the world in the last ten years. It has also placed their products from
iPods, iPads, and iPhones in about every store that sells electronics these days. Also, from
numerous retail outlets to a great e-commerce website, like Amazon, Apple's website,
making their products as easy to buy for consumers as anything out there today.
To evaluate the progress, success, and faults of Apple Inc, SWOT analysis is being used.
SWOT analysis is a strategic planning tool which helps to evaluate the strengths,
weaknesses, opportunities, and threats of an organization. It helps in identifying the internal
and external areas that needs improvement and internal and external areas that can be proved
successful.
Strengths
Strengths relates to the resources and capabilities that can be used in developing a
competitive advantage.
• Apple has positioned itself to be a pioneer of producing high tech and innovative products
in the computer (MAC), mobile (iPhone) and electronics (iPad, iPod) industry.
• It is one of the original hardware producers in the market that controls both the
manufacturing of its products as well as they create their own internal components for the
core of its computers.
• Apple has a set of standards for high quality products in order to meet customer satisfaction.
• It has a strong and dedicated Research and Development department which helps in
creating of new efficient, innovative, compact, user friendly and feasible to use product
A company known for having the most brand loyal customers who buy their products for
quality, regardless of the high price. Such powerful loyalty of customers means that Apple
has a strong positioning of their brand and that they not only creates new customers but
retains them, as they keep coming back to avail the company's products and services, which
also motivates the company to extend their product line like with the recent introduction of
the tablet (iPad).
• They have a strong presence in the corporate and education segment, with a strong brand
name known globally.
• They do smart marketing, that is clever, and which takes advantage of customer's
frustrations with other brands products.
• Eye catching retail stores with high tech products and providing experiences of Apple's
software.
Weaknesses:
According to Knowledge Wharton high school (2022), Weakness relates to the absence of
the strength.
• Increasing competition in the market, many similar producers of tablets, smart phones and
computers, therefore it may be a difficult task of ensuring consistency and quality for its
products.
• Failure of notability and lack of promotion of two of their products Apple TV and Mac
mini.
• Decision to restrict iPhone to a single mobile operator (non-jail break phones) was an issue
in many countries.
• Pressure on Apple to increase the price of their music download files on iTunes as many of
the music industry artists make more money from iTunes (i.e. downloadable music files)
than from the CD sales. The company is resolute, and if they start giving it in to for the music
producers, it may be perceived as a commercial weakness.
• Premium pricing for all products loses a potential customer base that are price conscious.
• Very proprietary and controlling as they have their own operating system (MAC and Ios),
this keeps design control inside and up to standards, but it does not have a wide adaptation
of its hardware, especially computers, where it has a relatively small market share. Apple
has veto power over Apps sold.
Opportunities:
According to Muller (2020), Opportunities are the external factors that help in achieving the
objectives of the firm.
• Constant growth of the computer, mobile and technology market, allows room for Apple's
products demand in the future.
• Joint venture, to maintain good relationships with companies and to eliminate competition.
• More international expansion into the Asian countries.
• Market gap, filling it in by introducing new features and technology. E.g. iPhone being
used by business professionals more often now due to its new features and functions.
• To introduce new line of products related to the same mobile, computers and electronic
market but aimed at the price conscious customers.
• The use of Intel chip will allow new machines of Apple to be compatible with Windows
Operation System which can be used to develop iTunes and music player technology to be
applied to a mobile phone. Apple should continue to create such opportunities through new
and innovative software markets in order to strive to introduce its groundbreaking hardware
into these markets.
Threats
According to SlideShare (2024), Threats are the external factors that do not support in
achieving the objectives of the company.
• High completion in the market with mass existence of technology giants like Microsoft,
Dell, Samsung, HP, HTC, Nokia, Toshiba, etc., making the market highly saturated.
• Emergence of substitute products like Samsung Tablet, which has a potential to kill the
need of having a phone along as it allows making calls along with the tablet features.
• Premium pricing for its products, may not be affordable by all therefore losing vast number
of potential customers.
Apple Marketing
According to Rob Endurable (2004), Apple really stands out in its marketing. The company
simply seems to understand what will get people excited about its products and services,
then only it executes on its vision. They don’t talk about features or technology, but about
how the computers will make your life better. Apple has also not been afraid of in-your-face
campaigns. The company has run campaigns that have shown Intel-based laptops catching
fire and getting flattened by steamrollers. Also, the place where Apple puts its logo on its
products is unique; on laptops the logo is right side up when the screen is open. As Apple
believes that the logo is not for the person who bought the computer but for the person who
is in the market for one. It is good advertising placement which should not be a throw-away
design element. Apple also does the best placement in the TV shows which really showcases
a logo. Even when the other vendors get a spot, their logos are quite hard to see, as their
logos on laptops do not light.
According to Ben Benjamin (2021), the rest of the PC industry is struggling with
differentiation, Apple has had it since day one. Apple is as good of a software company than
a hardware company. Apple makes extremely good hardware as they are the only ones who
can make hardware worthy to run their software. Steve Jobs once stated that, “People who
are serious about great software need to also be serious about great hardware.” This is why
Apple makes software that allows to make hardware decisions in order to maximize the value
of their software. Not only do they make a great Operating system which sets them apart but
also, they create extremely good “core” software named as life. Apple’s life software is far
better than most of the third-party software's used for creating movies, music, DVDs, etc.
Apple is organized differently from all other competitors
As indicated by Andrea Reinette (2021), All the consumer electronics companies are
organized as Business Units, which tend to be fully integrated with their own R&D and P&L.
Usually these
Business Units are in competition with each other and may carry a high risk of weakening
the brand equity and lowering loyalty to any company. Apple on the other hand is organized
as being a company that manages products, not categories. Apple has one R&D base that is
common across most products, and looks at one P&L, despite its huge turnover. As a result,
Apple's products are all fully compatible with one another, accessories can be used on
multiple products and in short, and consumers enjoy a great brand experience. This approach
allows customers to have great trust in the brand.
Apple has their own retail stores, though many of the companies failed miserably at having
their own stores. However, for Apple this has been one of the most brilliant moves they
made. The reasons that why some other companies tried owning their own stores and failed
was due to location or a lack of priority, but Apple got both of those correct.
Apple had been very careful about how people buy their products, they authorized retailers
with small shops that carried Apple’s products and accessories, also they provided an outlet
for support and repair. They later decided to control the retail experience themselves instead
if investing heavily in external retail experience.
Ben Benjain (2021) also adds that location plays a significant role; they have their stores
located in malls, as the consumers are already in shopping mode. The location plays well
into supporting Apple's strategy. The fact that consumers can go in and get support or repairs
for their products and then get some shopping done while they wait is a bonus. Primarily it
is a priority that Apple places focus on their retail strategy which has set them apart from
those who have tried retail and other outlets in the past. Apple spends top dollar on the look
and the in-store experience, and it shows.
However, there is always room for improvement in Apple stores, they have assembled a
strong team, experiment heavily, and listen to customers.
CHAPTER – 3
Methodology
• To analyze the importance of using a marketing strategy of branding for Apple Inc and to
find out how STP strategies helps Apple's brand.
• To find out about the benefits of branding for the company and to find out how branding
helps to gain a competitive edge by differentiating themselves and how it increases customer
loyalty and increases brand awareness.
• To find out about the branded product and its related price, promotion and placement and
to find out the strengths, weaknesses, opportunities and threats the company may be facing.
Type of research
It mainly involves the use of methods like surveys, observation, secondary data, panels, etc.
E.g. of application: Who are our existing competitors? How strong is our brand image?
Therefore, descriptive research has been used since dissertation requires to answer structured
questions like who, what, where, when, why and how, allowing answers to be distinctive of
the observed facts.
Surveys and secondary data are used is mainly used to conduct the research.
Research Method
The research method used for the research is:
Survey Method
According to Kotler, Armstrong, Ang, Leong, Tan, Tse, (2005, page 119), Survey research
is the most widely used method to collect primary data; this approach is best suited for
gathering detailed information. Survey research is very flexible; it can help to obtain many
different kinds of information in many different situations. Researchers can select target
groups for asking questions about their knowledge, attitudes, preferences and behavior
Types of data
Primary data – It is the first hand obtained data for any issues or specific information
collected directly through thorough observation and research. (Kotler, Armstrong, Ang,
Leong, Tan, Tse, (2005), Page 118)
Researchers here are using survey (questionnaire) method to obtain the primary data
regarding the respondent's views about using branding strategies and related marketing
strategies related to Apple.
Secondary data – It is the secondhand data obtained by the use of secondary sources such
as articles, books, journals, internet, etc. (Kotler, Armstrong, Ang, Leong, Tan, Tse, (2005),
Page 117)
For the research related to the marketing strategy of branding Apple, the secondary data was
collected via the use of internet (websites, articles and journals) and books mainly. The
secondary data collected was presented in the dissertation in the form of a literature review.
The citations and referencing states clearly from which online websites, published articles
or journals the data was collected from. Few of the reasons that the secondary data was also
collected along with primary data were because of its readily available nature, and it helps
to support primary data, making it more specific as it helps to uncover the gaps, deficiencies
and other information that needs to be collected. Also, since it is economical, and saves time,
efforts and expenses, it provides a quicker solution to the problem. The secondary data collected
answered a few questions about what benefits did branding bring Apple, who the competitors are,
and Also, it helped a great deal to get a clearer view of Apple's segmentation, targeting , positioning
and marketing strategies, along with SWOT analysis model that was used to analyze the data. The
secondary data helped a great part in achieving most of the objectives of the research like how primary
data did, and it supported the primary data research thoroughly.
Target population
The target population that this dissertation is aimed at consists of working people and
students belonging of both sex (female and male).
Sample size
The sample size chosen for this research consist of 105 people.
Sampling Method
According to Starpak (2024), there are mainly two types of sampling methods like:
Probability sampling- it is when each sample has an equal chance of getting selected.
Simple random probability sampling (It is the basic method of probability sampling, where
each member of the population has an equal chance of getting selected) along with Non-
probability Convenience (when the most conveniently available sample is selected) and
judgment sampling (when the samples are selected by experts based on their judgment) is
used to conduct the survey research.
According to University of Wisconsin (2024), The data collection method used for gathering
data for the research of marketing strategy of branding in Apple is a questionnaire (It is a
survey method in which a set of questions are given to the respondents to fill in, in order to
collect data)form. A questionnaire in a web-based form is being used, containing of all close
ended –questions with set responses is being used. (Source: Accessed: 24th October 2023)
Perks of using a questionnaire in a web-based form are that it is relatively cheap, covers a
large geographical area and takes comparatively less time than other data collection methods.
Questionnaire design
The questionnaire mainly consisted of all close ended questions to find the responses suiting
the respondents from the given choices in order to find the exact information required and
to minimize the time required to fill in the survey, with one rating scale question with rating
ranging from (1 to 5), in order to collect quantitative data associated with the research along
with qualitative, also rating scales helps to find the respondents perceptions related to the
questions asked.
1. Language barrier as some respondents were not able to fill in the questionnaire due to
their limited knowledge of English.
A translated version of questionnaire can be prepared in few of the commonly spoken
languages.
2. A sample of 105 respondents was used due to cost and time restrictions.
A large sample should have been taken in order to minimize response errors.
3. In the web-based form of questionnaire, there may be a chance that due to lack of
understanding of few respondents, few guessed answers may have resulted due to lack of
personal contact with the respondents.
Try to supervise the person filling the questionnaire.
4. Time elapse rate was high when receiving back the answered questionnaire, especially
since the questionnaires were mailed to the respondents.
Try to send constant reminders to the respondents to fill in the questionnaire faster.
CHAPTER – 4
Data Presentation, Findings and Analysis
Q1 AGE GROUP
INTERPRETATION:
The age distribution of respondents shows a significant majority (74.3%) are between 18-24
years old, followed by a substantial portion (17.1%) under the age of 18, with smaller
percentages falling between 35 and above years old (2.9%) and 25-34 (5.7%). The graph
suggests a predominantly youthful respondent demographic with limiting representation
from older age groups as compared to youth.
Q2 GENDER
INTERPRETATION: The above chart says that (73.3%) of the respondents use
retail stores for the purchase of apple products frequently.
Q6 Have you ever faced any issues with any product? If yes, how satisfied were
you with the resolution provided by Apple?
The graph indicates that, (57.1%) of respondents have faced issue and they are satisfied
with the resolution, (21%) of the respondents have also faced issue and they are neutral
with the resolution. (12%) do not satisfy with the resolution and the remaining (15.2%)
respondents have never faced any issue
Q7 How satisfied are you with the overall quality of product?
Q9 H o w l i k e l y a r e y o u r e c o m m e n d a n A p p l e p r o d u c t to others?
INTERPRETATION: The pie chart indicates that (44.8%) of respondents are Very likely to
recommend Apple products to others, (41.9%) are Likely, (11.4%) are Neutral, and
remaining are Unlikely to recommend Apple products to others.
Q10 Have you ever recommended any Apple product to your friends and family?
INTERPRETATION: The graph indicates that, (57.1%) of the respondents upgrade their
products Less Frequently, (23.8%) upgrade their product in very frequently, (19%) upgrade
their products Every year, and remaining (4.8%) Never upgrade their products.
Q12 Have you ever switched from using a competitor's product to an apple
product?
INTERPRETATION: The graph indicates that, (88.6%) of the respondents has switched
from using a competitor’s product to an Apple product. On the other hand (11.4%) of the
respondents has not switched from using a competitor’s product to an Apple product.
Q13 How do you rate the overall quality and experienced of Apple products?
INTERPRETATION: This graph is a linear scale from 1 to 5, 1 being Terrible and 5 being
Excellent, the graph indicates that (1%) of the respondents has Terrible experience with
Apple products, (1%) of the respondents has partially terrible experience with Apple
products, (7.6%) of the respondents are neutral, majority of (45.7%) of the respondents are
partially excellent, and remaining (44.8%) of the respondents has excellent experience with
Apple Products.
CHAPTER - 5
Conclusion
The main aim of the dissertation was to conduct a study on the marketing strategy of
branding in Apple. The study helped apple to find out more about the segmentation,
targeting, positioning, branding strategies and marketing mix strategies. Furthermore, a
SWOT analysis was done to recognize the strengths and weaknesses of Apple along with
the opportunities and threats that the company may be facing. The analysis helped Apple in
identifying the success factors that will help in gaining a competitive edge; allowing it to
increase profit, brand power and customer loyalty proving it to be a well-known, leading and
a successful company in the saturated technology industry. Survey findings were made to
find if the marketing strategies of branding are proving to be effective or if any changes are
needed to be made in the future. The literature review consisting of the secondary data and
the descriptive survey research consisting of primary data, they both helped in fulfilling the
objectives of the dissertation, which helped in conducting a study on the marketing strategy
of branding, by recognizing the problems that Apple maybe facing in order to improve or
eliminate them
Recommendations
If a perception is created that Apple is offering its customers with fine products with
premium quality in the industry, which is not being offered by others; than Apple should be
able to differentiate themselves from their competitors in order to still keep premium pricing
for their products.
Increasing promotional programs never proves to be damaging for any firm, but only proves
to be beneficial, it not only helps to attract potential customers, but also new customers
boosting customer traffic and sales.
Apple should also start creating 'TV commercials', in such a way that educate the customers
about the latest technological product, making it seem more appealing. Also, they should
start focusing on advertising all products not only new products in order to meet the sales
target for all products.
Technology market is a highly competitive market, it’s very easy for competitors to clone
your products and sell as new products by making small innovations. Therefore, it has
become very important to keep making constant innovations in design, features and
specifications in order to differentiate your product from competitive brands and to be able
to dominate the market
Instead of not charging premium, price reductions, free gifts, vouchers, VIP cards, etc. can
be made for a limited period of time, to allow customers to buy from Apple more often.
Thus, this may help Apple to attract new target group customers increasing its fan base,
along with skyrocketing its brand loyalty and sales
Since Apple relies on online, direct and retail distribution methods, it’s important for Apple
to expand its direct reach through its own stores and retail stores by locating stores in a more
reachable district, like residential areas so that people can have an easy access to the stores.
Bibliography
In order to make this project we have taken the help of the following websites & books:
• www.wikipedia.com
• www.oppapers.com
• www.apple.inc.in
• www.scribd.com