ThinkDifferent!

2008 - 2014

HOW

DID THEY DO IT??

Revolutionary

Product Innovations!

Why

Did They Succeed??

Technologically Advanced Models

Slim Features

Strong Body

Clever Marketing

Innovative Attractive Designs

Why did they succeed ??•High investment in R&D.

• Creative marketing.

Channel

Strategies

• Creative AdvertisingPull

Strategy

• Mass Electronic RetailersPush

Strategy

Silhouettes Campaign

Apple Computer Inc changes to Apple Inc in 2007 after the expansion of brand.

Apple iPhone• First model launched in 2007.

• Touch screen pad, virtual keyboard, internet and email capabilities.

• Initial price high, dropped significantly over next few years with enhanced features.

• iPhone buyers switched to AT&T just to use it

• 1 million units sold in 74 days

Apple iPhone• iPhone 4 featuring video calling termed as Apple’s most successful product launch by Steve Jobs in 2011.

• iPhone 5 received 2 million preorders in 2012.

Apple iPad• Created media frenzy.

• Multi touch device.

• Power of Macbook

• Followed with launch iPad mini and iPad air.

• Inspired customers to do anything with their iPad.

Apple faces serious competition in this decade

Recap• Apple since years has become synonymous with innovation.

• It spends huge revenue on research and development.

• It follows a clever and creative marketing strategy.

• Its most successful products were iphone, ipad, imac and ipod.

• Recently it has been facing a lot of competition in the market.

DISCLAIMER Created by Akhil Kumar Pathak, DTU New Delhi, during a marketing internship by Prof. Sameer Mathur, IIM Lucknow.

( See www.IIMInternship.com)