Apple

Group Members

Abiodun SolomonJatinkumar Jani Kanika MaheshwariOladayo OdunaikeSafali Edmond

BRAND AND BRAND MANAGEMENTGROUP PRESENTATION

Think Different

Overview History of Apple Mental Map Brand Philosophy and CBBE Model Apple Line of Business Brand Strategy and its Competitors Market Share SWOT Analysis CSR Model Financial Analysis Conclusions and Recommendations

Jatin

Founded in April 1st 1976 California, United States by

• Steve Jobs• Steve Wozniak• Ronald Wayne

Company’s Profile• Design and manufacture Computer software and hardware • Consumer electronics • Digital distribution

“Byte into an apple” – First Slogan

History of Apple

Jatin

Mental MapInnovative

Intellectual Development

Trendy

Technology

Great Design

Highly Ergonomic

Trustworthy

PassionTarget Audience

Reliability

Excitement

Quality

Jatin

The Apple Brand Philosophy

• Simple, not the complex• Believe in controlling primary technologies• Make a significant contribution in market• Quality product not quantity• On the face of the Earth to make great products• Having an unbridled passion for the things you believe in

Solomon

CBBE Model

LoyaltyRelationshipEngagement

TrustworthyGood valueUniqueness

FunSatisfactionExcitement

ReliableDurability Stylish

Laptops, Mobiles and Music Players

Solomon

The Apple Line of Business• Line of desktop and notebook computers• The iPod digital music player• The Mac OS X operating system• The iTunes music store• The iPhone• The iPad• Coming up with new product like iTv, Mac Book Air and iPad Newspaper. • The brand has different labels with the apple name and logo.

Safali

The Apple Brand Strategy

• Centralised marketing team

• A store just for apple

• Media fodder

• Education sales

• Varied products

• New innovations and attractivenessSafali

Competitors

Different types of competitors

PC manufacturer’s like Dell, HP and IBM

Operating System such as Microsoft

Mobile device manufacturer’s like HTC, Blackberry and Nokia

`

Safali

Market share Vendor 2010 Units

Shipped2010 Market Share

2009 Units Shipped

2009 Market Share

Year-over-year-growth

Nokia 100.3 33.1% 67.7 39.0% 48.2%Research in Motion

48.8 16.1% 34.5 19.9% 41.2%

Apple 47.5 15.7% 25.1 14.5% 89.2%Samsung 23 7.6% 5.5 3.2% 318.2%HTC 21.5 7.1% 8.1 4.7% 165.4%Others 61.5 20.3% 32.6 18.8% 88.7%Total 306.6 100.0% 173.5 100.0% 74.4%

Top 5 Smartphone Vendors, Shipments, and Market Share for Year 2010 (Units in million)

Rank Vendor 1Q10 Shipments

Market Share 1Q09 Shipments

Market Share 1Q10/1Q09

1Q10/1Q09 Growth

1 HP 15,596 19.7% 13,004 20.4% 19.9%

2 Acer 10,766 13.6% 7,555 11.9% 42.5%

3 Dell 10,498 13.3% 8,668 13.6% 21.1%

4 Lenovo 6,997 8.8% 4,419 6.9% 58.3%

5 Toshiba 4,610 5.8% 3,562 5.6% 29.4%

Others 30,667 38.8% 26,527 41.6% 15.6%

All Vendors 79,134 100.0% 63,736 100.0% 24.2%

Top 5 Vendors, Worldwide PC Shipments of First Quarter 2010 (Preliminary) (Units In Thousands) Safali

SWOT AnalysisStrength

• Unique operating system• Design innovator• Fantastic Marketing strategy• Strong research and development department

Weaknesses• Weak relationship with Intel and Microsoft• Small product life Cycle• Battery Problem• Faulty screen can break in minimum impact• Expensive• Strong competition

Kanika

Opportunities• Develop antivirus software• Develop new laptop models• Introduce new mobile advertising platform

Threats• High product substitution effect• Incompatibility with other software • Free music online downloads impact iTunes sale• Legal lawsuits

SWOT Analysis (Cont.)

Kanika

Apple Microsoft NokiaYear Rank Brand

Value($m)

Change in Brand Value

Rank Brand Value($m)

Change in Brand Value

Rank Brand Value($m)

Change in Brand Value

2010 17 21143 37% 3 60895 7% 8 29495 -15%

2009 20 15443 12% 3 56647 -4% 5 34864 -3%

2008 24 13724 24% 3 59007 5 35942

2007 33 11037 21% 2 58709 3% 5 33696 12%

2006 39 9130 14% 2 56926 -5% 6 30131 14%

2005 41 7985 16% 2 59941 -2% 6 26452 10%

2004 43 6871 24% 2 61372 -6% 8 24010 -18%

2003 50 5554 4% 2 65174 2% 6 29440 -2%

2002 50 5316 -3% 2 64091 -2% 6 29970 -14%

2001 49 5464 N/A 2 65068 N/A 5 35035 N/A

Financial Assessment

Financial Assessment

Kanika

Corporate social Responsibility (CSR)

• Safe working conditions

• Treat workers with dignity and respect

• Use environmentally responsible manufacturing processes

• Disclosure of information

• Protection of intellectual property

Oladayo

Conclusion and Recommendations

•Great market potential •Leadership Succession Plan

•Open own stores in major continental countries•Eg. Nigeria, India•Apple should do more in Green Policy to protect out environment from toxics

Oladayo

THANK YOU

http://www.apple.com/

http://www.electronista.com/articles/10/04/14/toshiba.jumps.ahead.of.apple.in.q1.2010.results/

http://www.google.co.uk/images?client=firefox-a&rls=org.mozilla:en-US:official&channel=s&hl=en&q=apple+images&um=1&ie=UTF-8&source=univ&sa=X&ei=iTJuTeKcKJCy8QO7zoz2Dg&ved=0CDYQsAQ&biw=1280&bih=839

http://www.interbrand.com/en/best-global-brands/best-global-brands-2008/best-global-brands-2010.aspx

Reference

http://www.marketingminds.com.au/branding/apple_branding_strategy.html

http://mktg.uni-svishtov.bg/ivm/resources/CustomerBasedbrandEquityModel.pdf

http://news.cnet.com/8301-13579_3-20030831-37.html

Keller, K L (2001) ‘Building Customer Based Brand Equity’, journal of advertising research, pp.15-19

Reference