Apple's marketing mix

Apple's marketing mix

1. Apple Inc. Marketing Mix

2. Content Introduction - About Apple 1. Marketing Mix Product Place Price Promotion People Processes Physical Evidence 2. Overview of 1 Marketing Mix - Promotion References

3. Introduction Apple Inc., formerly Apple Computer, Inc., is a multinational corporation that creates consumer electronics, personal computers, servers, and computer software, and is a digital distributor of media content. The company also has a chain of retail stores known as Apple Stores. Apple's core product lines are the iPhone smart phone, iPad tablet computer, iPod portable media players, and Macintosh computer line. Founders Steve Jobs and Steve Wozniak created Apple Computer on April 1, 1976, and incorporated the company on January 3, 1977, in Cupertino, California. For more than three decades, Apple Computer was predominantly a manufacturer of personal computers, including the Apple II, Macintosh, and Powermac lines, but it faced rocky sales and low market share during the 1990s. Jobs, who had been ousted from the company in 1985, returned to Apple in 1996 after his company NeXT was bought by Apple. The following year he became the company's interim CEO, which later became permanent. Jobs subsequently instilled a new corporate philosophy of recognizable products and simple design, starting with the original iMac in 1998.

4. Marketing Mix 7 P’s Product User experience Place Promotion Price People Processes Physical Evidence

5. Product Apple is a multinational corporation that creates consumer electronics, personal Computers, servers, computer software and is a digital contributor of media content. Apple Inc. has continued to expand its product mix. This component of the marketing mix determines the outputs of the business organization. Apple's Core Product Line: iPhone Smart Phone iPad tablet computer iPod Portable media Players MAcintosh Computer Line Apple TV Apple Watch Software Timeline of Development from 2007 -2015 (Google images)

6. Product Example Macintosh SE - History of Apple - Wikipedia iMac G3 - History of Apple - Wikipedia iPod -by Apple.com Apple is launching always New Products, like the Apple Watch - freestockimages (n.d.) Mac ProBook, iPhone, iPod - Products of Apple by Pixabay n.d. 1989--hit-the-road-mac - by Business Insider UK

7. Place & Distribution Where is Apple selling their Products & Services? Apple is using a selective distribution Strategy, which involves some degree of exclusivity that could limit market reach. Apple authorised resellers to ensure control over this component of the marketing mix. (SWOT Analysis) Where you can find Apple Products: Apple Stores Online Apple Store and App Store Authorised Retailers Telecom Companies (selling of iPhone units by Verizon, Sprint) Fulfilment Services (3rd Parties, like Amazon, Ebay)

8. Apple Stores and the Apple Online Store, - Pixabay n.d. Apple Headquarter in NY - Pixabay n.d.

9. Price - Which Pricing Strategy Apple is using? Price is what customers pay to get the Product. Apple is using a Skimming and Premium pricing Strategy: skimming mean that a Product is just launched in the market and it is sold at a relatively high cost because of its unique features, benefits to consumers or new product design. The Main Focus of Apple: Offer a small number of products Focus on the high end Give priority to profits over market share Create a halo effect that makes people starve for new Apple products

10. Apple’s pricing for the different MacBook - Versions (Google images) Pricing for Apple’s iPad in a Presentation (Google Images) (TOP) Bloomberg Data of iPhone release over a Period of Time (Google Images - Left)

11. Apple’s Promotional Mix How Apple is promoting their Products? The communication landscape is constantly changing. Promotion means activities that communicate the merits of the Product to reach the targeted customers and persuade them to buy the Product. Apple is using Promotion through: Advertising Personal Selling Sales Promotion Public Relations Personal Selling in an Apple Shop (Rajrana Blogspot - Google Images)

12. Sale Promotion - ( Kissmetrics Blogspot) Advertisement for iPod - Feel the Music (Google Images) PR-Promotion for Apple’s “Hello Again” Campaign https://www.youtube.com/watch?v=2zfqw8nhUwA Apple Super Bowl Commercial Video 1984 - youtube

13. People as Part of the Marketing Mix People are the most important element in marketing. It is essential to hire and train the right people, because they are important to deliver superior service. Apple understand customer needs, wants and demands in detail to deliver the best customer service and creates a strong value proposition. Employees Management - Founder and former CEO Steve Job Culture Customer service Apple has effective technical Support Teams. Apple promotes an engaging, relaxed and fun culture for its employees and customers. It is recommended that Apple finds a New Face of the company, which can attract the Media, like Steve Job did.

14. Apple’s Company Structure by Research Methodology Former CEO and Founder of Apple Steve Jobs and Engineer Steve Wozniak by Macworld - The History Secret behind Apple’s Great Customer Service - Google Images Steve Jobs by Albert Watson - Google Images

15. Processes Processes are especially relevant to the Service Industry. How are the Service consumed? Both in-store and online delivery is available for customers. Over the years, Apple has expanded its distribution channels including the addition of Walmart. Apple converts new customer and secures their loyalty through a corporate emphasis on customer service. Supply Chain Management of Apple: Customer comes first Simplify Products and Process Enhance Relationship Prioritise Action Support – Logo of Apple, Google Images

16. Apple SCM Model - Google Images New Product Process by Zachholman Foxconn, which produces iPhones and iPads for Apple, has previously been accused of poor labour practices and working conditions. - Radio Australia

17. Video for Apple’ “ SUPPLY CHAIN MANAGEMENT AT APPLE INC. ” – 2016 – youtub e https://www.youtube.com/watch?v=YbM_LydRlnM

18. Physical Evidence Timeline of Apple’ Logo Development - Apple produces Electronic Hardware (IoT),creates computer software and is a digital distributor of media content. (Apple Website: https://www.apple.com/uk/ ) Apple has retail stores, the online store and app store. Apple uses bright colours, white ear phone leads and style is very important. The Logo of Apple has evolved over the years. (see picture)

19. Apple Products - Pixabay Apple Mouse - Pixabay Apple Smart Watch in white colour - Pixabay Apple Retail store with bright, light colours - Pixabay

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23. Blog Link http://www.goodytours.de/an-overview-of-apples-promotion /