PowerPoint Presentation

The story of AppleThink Different.

The Beginnings of AppleThe Philosophy of AppleThe Mission and Vision of AppleTimeline of Apple ProductsMarketing analysis of the ConsumerMarketing Analysis of the CompetitorsSegmentation, Targeting and Positioning Analysis of AppleProduct, Price, Place and Promotion AnalysisAdvertising used by AppleBold experimentation of AppleSignificance of Apple Product Launches.The Way Ahead for Apple.What can a firm learn from Apple ?Summary of the presentation

One of Apples first product offerings the mac.Contents

Steve JobsSteve WozniakApple was founded bySteve Jobs, Steve Wozniak and Ronald Waynein April 1976 to develop and sell personal computers.It was incorporated asApple Computer, Inc. but later changed to simply Apple Inc. due to the diversification of the company.The Founders of Apple Inc.

The philosophy of AppleApple stands for creating better tools for people and thus making their lives simpler. Apple has one clear goal to build beautiful products which are simple to use.

All of Apples products have the same characteristics as the above and that is why Apple is ranked as number 1 in Fortunes Most Admired List of Companies in the recent years.

Timeline of Apple ProductsApple began its journey with building personal computers and then moved on to macs. As we moved into the new millennium, Apple bought out the iPod and iPhone which redefined the mobile phone industry forever.

Current revenue comparison of Apple ProductsThe iPhone has been Apples most successful product which brings in the most revenue this can be attributed to a combination of an innovative product offering and clever marketing campaigns for the iPhone.

"To produce high-quality, low cost, easy to use products that incorporate high technology for the individual. We (Apple) are proving that high technology does not have to be intimidating for non-computer experts.""Apple is committed to ensuring the highest standards of social responsibility in everything we do. The companies we do business with must provide safe working conditions, treat employees fairly, and use environmentally responsible manufacturing processes wherever Apple products are made. "Apples VisionApples Mission

Consumer Analysis

Typically between the ages of 18 34

Technology enthusiasts

Those who seek the seal of quality or premium.

People who use cell phones primarily for work.

Competition Analysis of AppleMainly tech based companies which build similar products and services such as Apple.

There are three market segments which Apple targets primarily

Convenience Age 25-54, Higher Salaried, On the go multitaskers.

Entertainment and Tech Savvy - Age 18-24, Trendsetters, Use a lot of apps.

Premium Market Upper middle class people who want to make a statement.Market Segments

Analysis of the 4Ps: Pricing Analysis : Using the Apple iPhoneApple uses psychological pricing concepts.

Apple uses skimming price strategy concept.

Analysis of the 4Ps : Product Analysis : Using the Apple IPhoneProduct Features Innovative features which are the best in industry first to introduce a finger print scanner in the phone.Device built with premium materials which add to the premium positioning of the product.Full year warranty along with multiple service centres and Apple Support across the world.

Analysis of the 4Ps: Place Analysis Place Features

At official Apple retail stores known as Apple Stores.Through online retailers and official website. Through Major Brick and Mortar Retailers

Analysis of the 4Ps: Promotion Analysis

Targeting the holiday season.Targeting college students

Advertising used by Apple

In most of the advertising, Apple has stuck to a common theme of producing innovative products which are much different from the rest of the competition.It has also marketed its products as magical, revolutionary which shows its belief in the target audience to chose the brand over the rest.

Bold Experimentation @ Apple Why is Apple so good at innovation-marketing approach ?Entered the retail business through Apple Stores when everyone was moving to selling online.

Opened stores at prime locations around the world which could get attention and create a buzz a perfect example is the New York City 5th Avenue store.

Apple has taken multiple risks which have differentiated it from its competition and hence been so good at innovation.

Significance of Apple Product Launches Another marketing marvel used by Apple.Through product launches, Apple has been able to create lots of buzz regarding its products which has been instrumental to the success of the products.

Steve Jobs has been regarded as one of the greatest corporate storytellers and his leadership in the product launches was stellar.

The way ahead for apple How will Apple remain the forerunner in the industry ?Even though Apple enjoys a large market share in the consumer electronics market, it must continue to produce innovative products which create and offer value to the consumer.

It should also try to create products which cater to the budget friendly section of the target market this shall increase its brand equity as it enters new market segments.

What can a firm learn from Apple ? The world most looked admired company.

Continuous innovation is the only way a company can sustain in this competition ridden world.The company should clearly identify the needs and wants of the target audience and then create products which offer value to the consumer.A good product is a must, but creative marketing and a fundamental understanding of the consumer as per the case is of utmost importance.

SummaryCreating and offering value to the consumer by innovative product offerings.

Understanding the consumer market and then targeting the target audience by careful segmentation and positioning.

Clever marketing tactics and use of the 4Ps of marketing to build brand value.

Thank you !

A presentation created by Chaitanya Varma, during a marketing internship, for Professor Sameer Mathur, IIM Lucknow.