Apple Marketing strategy

The presentation is made under the guidance of Professor Sameer Mathur, IIM Lucknow The presentation gives an insight about how the company works and what are its marketing strategies and how they implement them. It also tells what are the factors responsible for such tremendous growth of the company.

1. Founders of Apple Inc. Steve Wozniak (1950-present) Steve Jobs (1955-2011) Ronald Wayne(1934-present) (Electronics engineer, programmer) (businessman, inventor) ( administrative oversight)

2. Their Philosophy

3. Inovating simple and easy to use products

4. Apple’s PRODUCT MIX Apple’s journey began with personal computers, continued by MAC , moved to the iPod and the iPad then ultimately defined by the revolutionary iPhone .

5. Current revenue comparison of the products

6. The iPhone has been Apple’s 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.

7. CONSUMER ANALYSIS & MARKET RESEARCH

8. Target market segment :- People between the ages 18-24 Technology enthusiasts Those who seek the peak of quality or premium services. People who use cell phones primarily for work.

9. COMPETITION ANALYSIS

10. 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.

11. Targeted Market segments

12. Convenience : Age 25-54 On the go multitaskers. Entertainment , tech savvy: Age 18-24 trendsetters, use a lot of apps. Premium markets : Upper middle class people who want to make a statement.

13. Innovation and Apple

14. Introduced iTunes along with the iPod which changed the way people listened music. Changed name from Apple Computers I nc. to Apple I nc. 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.

15. What makes them so good at innovation

16. They are ready to accept failure. Opened stores at prime location They invest huge sums on R&D. Their leader is a brainstormer

17. iPod’s role in Apple’s success The iPod was Apple’s first consumer mega-hit The iPod led Apple’s 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 iPod’s iconic white earbuds were Apple’s first mainstream wearable devices Lastly, the iPod perfectly illustrates the formula that has made Apple successful over and over.

18. What’s next for Apple 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.

19. Creating and offering value 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.’s progress and what the future holds for the company.

20. Disclaimer These slides were made by Paras Gupta, IIT Roorkee under the guidance of Professor Sameer Mathur , IIM Lucknow Paras Gupta Prof. Sameer Mathur