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Apple Marketing strategy
- 2. Founders of AppleInc. Steve Wozniak (1950-present) Steve Jobs (1955-2011) Ronald Wayne(1934-present) (Electronics engineer, programmer) (businessman, inventor) (administrative oversight)
- 4. Inovating simple and easyto use products
- 5. Appleās PRODUCT MIX Appleāsjourney began with personal computers, continued by MAC, moved to the iPod and the iPad then ultimately defined by the revolutionary iPhone.
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- 7. The iPhone hasbeen Appleās most successful product which brings in the most revenue. This can be attributed to the combination of an innovative product, pre existing brand equity and right marketing strategy.
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- 9. ā¢ Target marketsegment :- People between the ages 18-24 ā¢ Technology enthusiasts ā¢ Those who seek the peak of quality or premium services. ā¢ People who use cell phones primarily for work.
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- 11. In recent years,Apple has faced more serious competition for its smart phones, tablets and other handheld devices, especially from HTC and Samsung. Investment in R&D is just one way the company remains a leader in this cutthroat industry.
- 13. ā¢Convenience: Age 25-54On the go multitaskers. ā¢Entertainment, tech savvy: Age 18-24 trendsetters, use a lot of apps. ā¢Premium markets: Upper middle class people who want to make a statement.
- 15. Introduced iTunes alongwith the iPod which changed the way people listened music. Changed name from Apple Computers Inc. to Apple Inc. in order to diversify its product mix. Pioneered the touch screen sensor in iPhone 5. Spends billions in R&D in order to remain a leader in global market.
- 17. They are readyto accept failure. Opened stores at prime location They invest huge sums on R&D. Their leader is a brainstormer
- 18. iPodās role inAppleās success The iPod was Appleās first consumer mega-hit The iPod led Appleās resurgence, which was arguably the greatest comeback in business history. The iPod made the iPhone possible, which made Apple the biggest tech company in the world. The iPodās iconic white earbuds were Appleās first mainstream wearable devices Lastly, the iPod perfectly illustrates the formula that has made Apple successful over and over.
- 19. Whatās next forApple Inc. Even though Apple Inc. enjoys a large market share in the consumer electronic market, it still needs to think, innovate and create new products in order to fulfil the demand of the forthcoming generations. It should also try to design products which are economically suitable for lower background people so as to target an untouched market segment and that too a huge one.
- 20. Creating and offeringvalue to the consumer by innovative product offering Understanding the consumer market and then targeting the correct audience by careful segmentation and positioning. Understanding the importance of innovation of a product, the reason for Apple Inc.ās progress and what the future holds for the company.
- 21. Disclaimer These slides weremade by Paras Gupta, IIT Roorkee under the guidance of Professor Sameer Mathur, IIM Lucknow Paras Gupta Prof. Sameer Mathur