Apple- IT project
Post on 20-Jan-2015
355 Views
Preview:
DESCRIPTION
Transcript
Apple Inc.
Marketing Management
10/04/2023
A success built on distribution & design
Group Members
Parag Bhole (03)
Ashish Chaurasia (05)
Pratik Jamshandekar(17)
Bhadresh D. Pandav (22)
Rajkumar Sharma(26)
• Apple Computer inc Founded in the year 1976
• Apple had 46,600 full time employees and 2,800 temporary full time employees worldwide and had worldwide annual sales of $65.23 billion.
History
Not only Personal Computers……..
..…but also Portable Devices
Variety
Product Design
“It's the Most Amazing iPhone Yet”
Launch On 4th October, 2011
Released On : 14th October, 2011
• It understands what you say• It knows what you mean • It helps you do the things you do every day• It has so much to tell you
Siri Assitant :
Dual core A5 Processor :
• The most powerful iPhone ever• Graphics • Performance• Battery
Camera :
• The you-can’t-believe-it’s-on-a-phone camera• 8 Megapixels Camera • All new Optics • Editing
iOS 5 :
• Notification Center• iMessage• Twitter Integration
iCloud :
• iTunes in the Cloud• Photo Stream
FaceTime
Price
External Factors:• Market characteristics
(demand, customers and competition)
• Buying behavior in the respect of the Product
• Competitors pricing policy
Factors influencing the Price:
Internal Factors:• Corporate and Marketing
objectives of the firm• The characteristics of the
Product• The stage of the product in
its life cycles• Cost of the manufacturing
and Marketing
Identify the target customer segments and draw up their profiles
Decide the market position and price image that the firm desires for the brand.
Take into account the life cycle stage of the product. Analyses competitor’s price. Analyses other environment factors. Choose the pricing method to be adopted, taking all
the above factors into account. Select the final price. Periodically review the pricing method as well as
procedure.
STEPS INVOLVED IN PRICING PROCEDURE:
Skimming Pricing
Marketing skimming:-Release new product at high premium-Skim the greatest possible margin-Once sales volume begins to decrease at the original price-Incrementally lower the price to increase sale
Psychological Pricing
It is used to lessen the impact of the actual pricing in the consumers mind
Its a Marketing tool
Geographical Pricing
Different Price at Different Locations
Ex. US and INDIA
What is Promotion ?
NEED FOR PROMOTION
Competition;
Markets
Changes in customers’ tastes and preferences for New
Technology.
1. Communication 2. Incentive3. Invitation
OBJECTIVES OF PROMOTION
FOUR COMPONENTS OF PROMOTION
(1) Personal Selling(2) Advertising(3) Publicity(4) Sales Promotion
Main Media Plan
Budget
Using it in a way that most effectively reaches the target Data gathering, analysis and taking proper actions .
Creative InnovationsPicturing the Iphone as the number one choice among smart phones Using innovative media for demonstration to reach the target market.
SeasonalityPurchasing media that heavy’s up during Holiday seasons and other events Emphasizing on media buy times during product launch to drive traffic into point
of purchase
ScheduleCreating a campaign that reaches the target On a year round basis Emphasizing on a pulsing schedule with traditional and digital media channel
Reach and FrequencyReaching the target within the specified area with Everyday frequency To reach the target consumers, the appropriate mode of transportation used.
Geographic considerationsAdvertising in areas that have high concentrations of the target consumers Campaigning in the top 25 US economic centers.
TargetReaching the primary target Purchase a mix of traditional media and digital space
Brand Strategies used by the APPLE to build iPhone 4s as a strong brand:
(A) Brand Positioning (B) Selection Of Brand Name (C) Brand Sponsorship(D) Brand Development
COMMUNICATION STRATEGY AND PLAN (INCL. DIGITAL MARKETING)
Pre Launch Strategy
Launch Strategy
Post Launch Strategy
•PR •Blogs - Opinion Leaders & Specialized Pre Launch Strategy Sites •Buzz & Viral Marketing
• Apple.com• Printed Media• TV• Outdoor Media• Social Media
• Carrier handled advertisement• Apple.com• Independent Review Websites• Digital Complaining
Market Segmentation The division of a market into identifiable groups, especially to improve the effectiveness of a marketing strategy.
Market Segmentation for Apple I – Phone :(a) Professionals(b) Students(c) Corporate users(d) Entrepreneurs
Market Positioning
Arrangements for a product to occupy a clear, distinctive and desirable place relative to competing products in the minds of target consumers”.
Market Targeting
Target Marketing involves breaking a market into segments and then concentrating your marketing efforts on one or a few key segments.
PLACE
Distribution Strategy
• China based
• Various suppliers
• One assembling unitProduction
selling
• Logistic Centre• Regional logistic
center• Support service
center
Apple Inc. • Retail distribution• Regional ware
housing and storage
Service provider
• Service plan• Unlocked iPhone
Customer
Apple store
• Test driving the iPhone
• Selecting the rate plan
• Signing the contract
• Picking up the iPhone right away
Apple online store
• Creating an apple account
• Selecting an rate plan
• Purchasing the phone
• Having it delivered to a proffered address
Service provider outlet
• Test driving the iPhone
• Selecting the rate plan
• Signing the contract
• Picking up the iPhone right away
Hybrid distribution channel
INDUSTRIAL MARKETING CHANNELS(B2B MARKET)CONSUMER MARKETING CHANNELS
B2C ChannelsB2C CUSTOMERS
Stores(274)
Give high visibility
Resellers(3000)
High service level
More capillary
distribution
Large distribution(320)
Drives huge volumes of
traffic
Absence ofdifferentiatio
n avoided through corners
On-line store(36 Countries)
Visibility on web &
worldwide
Mass customizatio
n
Flagship stores
95% of customers don’t consider Mac
Serving local communities
Zero investment from Apple
High quality experience
Very problematic, due to inexistent purchasing experience
Selected retailers only (best Buy)
Separate space, serviced by Apple staff
With one store ace
DUSTRIAL MARKETING INCHANNELS(B2B MARKET)
B2B ChannelsB2B CUSTOMERS
SME
Added Value
Reseller
On-line store
Education
Added Value
Reseller
On-line store
Direct sales force
Enterprise & Gov.
Direct sales force
On-line store
Offer solicitatio
n
Not sold through direct sales force due to small volume
High level of service
Channel with high level of control from Apple
Need for consultancy and assistance
Crucial consultant role Use in educational
environment also has a promotional dimension
Shorter channel due to the active role of Apple in the design of this systems
On-line services for companies similar to Dell
Governments buy mainly through tenders
IPhone 4S Availability for other Countries
Consumer Behavior over iPhone 4s
Apple On-line Store
Thank you
top related