Apple- IT project

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