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Apple

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  • Vocalabas Survey:National Customer Service Survey(NCSS) Special Cross-Industry Report: Customer ComplaintsIndependent Research Based On Data From Apple, Dell, HP, AT&T, Sprint, T-Mobile, Verizon, Bank of America, Chase, Citi, and Wells Fargo April 2012Based on data collected from January 2011 to March 2012
  • Apple Inc. (formerly Apple Computer, Inc.) is an American multinational corporation that designs and sells consumer electronics, computer software, and personal computers. The company's best-known hardware products are the Macintosh line of computers, the iPod, the iPhone and the iPad. Its software includes the OS X and iOSoperating system; the iTunes media browser; and the iLife and iWork creativity and production suites. Apple is the world's third-largest mobile phone maker after Samsung and Nokia. Established on April 1, 1976 in Cupertino, California, and incorporated January 3, 1977, the company was named Apple Computer, Inc. for its first 30 years. The word "Computer" was removed from its name on January 9, 2007, as its traditional focus on personal computers shifted towards consumer electronics.According to Steve Jobs, Apple was so named because Jobs was coming back from an apple farm, and he was on a fruitarian diet. He thought the name was "fun, spirited and not intimidating“.Apple's first logo, designed by Ron Wayne, depicts Sir Isaac Newton sitting under an apple tree.Almost immediately, though, this was replaced by Rob Janoff's "rainbow Apple", the now-familiar rainbow-colored silhouette of an apple with a bite taken out of it. Janoff presented Jobs with several different monochromatic themes for the "bitten" logo, and Jobs immediately took a liking to it. While Jobs liked the logo, he insisted it be in color to humanize the company.The Apple logo was designed with a bite so that it would not be recognized as another fruit.In 1998, with the roll-out of the new iMac, Apple discontinued the rainbow theme and began to use monochromatic themes, nearly identical in shape to its previous rainbow incarnation, on various products, packaging and advertising. An Aqua-themed version of the monochrome logo was used from 2001–2003, and a Glass-themed version has been used since 2003.Apple's first slogan, "Byte into an Apple", was coined in the late 1970s.From 1997–2002, Apple used the slogan "Think Different" in advertising campaigns. Although the slogan has been retired, it is still closely associated with Apple. Apple also has slogans for specific product lines — for example, "iThink, therefore iMac" was used in 1998 to promote the iMac, and "Say hello to iPhone" has been used in iPhone advertisements. "Hello" was also used to introduce the original Macintosh, Newton, iMac ("hello (again)"), and iPod.
  • Apple Inc. offers a range of mobile communication and media devices, personal computing products, and portable digital music players, as well as a variety of related software, services, peripherals, networking solutions and third-party hardware and software products. In addition, the Company offers its own software products, including iOS, the Company’s proprietary mobile operating system; Mac OS X, the Company’s proprietary operating system software for the Mac; server software and application software for consumer, SMB, and education, enterprise and government customers.Products: iPhone; iPad; iPod; Apple TV; Apple PC & Laptop (Mac: Mac Mini, iMac, Mac Pro, MacBook Pro, Mac Book Air)Software: iTunes; iCLoud; iLife; iWork; Others (Final Cut Pro, Logic Studio, Logic Express 9, Logic Studio Pro)OS Software: iOS; Mac OS X
  • Market capitalization (or market cap) is the total value of the tradable shares of a publicly traded company; it is equal to the share price times the number of shares outstanding.The Apple market cap is larger than that of Google and Microsoft combined.Market share is the percentage of a market (defined in terms of either units or revenue) accounted for by a specific entity.Unit market share:The units sold by a particular company as a percentage of total market sales, measured in the same units.Unit market share (%) = 100 * Unit sales (#) / Total Market Unit Sales (#) Gartner, May 2012:Samsung; Nokia; Apple; ZTE; LG; Huawei Device; Research in Motion; Motorola; Sony Mobile Communications; HTC; Others
  • Market capitalization (or market cap) is the total value of the tradable shares of a publicly traded company; it is equal to the share price times the number of shares outstanding.The Apple market cap is larger than that of Google and Microsoft combined.Market share is the percentage of a market (defined in terms of either units or revenue) accounted for by a specific entity.Unit market share:The units sold by a particular company as a percentage of total market sales, measured in the same units.Unit market share (%) = 100 * Unit sales (#) / Total Market Unit Sales (#) Gartner, May 2012:Samsung; Nokia; Apple; ZTE; LG; Huawei Device; Research in Motion; Motorola; Sony Mobile Communications; HTC; Others
  • For example, think “Cubs fan,” “Libertarian,” or “Scientologist.”Normally, of course, the brand of consumer electronic devices you own doesn’t place you in any kind of social group. I own a Samsung receiver, an LG monitor, a Sony game console, and a Dell laptop, but I’m not quite ready to have any one of those logos tattooed on me, nor do I even feel any particular kinship to other owners.Turning a brand into a cult required using one of Tajfel’s other research findings: it is ridiculously simple to divide people into groups and create a rivalry. Tajfel’s experiments placed people into one or another group using meaningless criteria – say a coin toss. Despite the arbitrary way Tajfel’s groups were created, as the experiment continued the members of each group became increasingly loyal to their own group and discriminated against the members of the other group.
  • Apple stated that the name was an acronym for Local Integrated System Architecture or "LISA". Since Steve Jobs' first daughter (born in 1978) was named Lisa Nicole Brennan, it is normally inferred that the name also had a personal association, and perhaps that the acronym was invented later to fit the name. The project began several months after the birth of Lisa Nicole, so thetiming is right. Also, during this period at Apple, it was customary to name projects after daughters of project leaders. While many thereforebelieve that the Lisa must have been named after Jobs’ daughter, Steve Wozniak disagrees. “I know for a fact that Lisa was not named forSteve Jobs’ illegitimate daughter,” insists Woz. “It’s not the truth. John Couch headed the Lisa program, and he told me it was named afterKen Rothmuller’s daughter, another key person behind the Lisa.” Sadly for this interpretation of events, Rothmuller’s only daughter isnamed Cheryl, and as he put it, “Jobs is such an egomaniac, do you really think he would have allowed such an important project to benamed after anybody but his own child?”
  • In other words: Go up to someone and get them to open up to you about their computing desires, insecurities, and needs; offer them choices (of things to buy); hear them out; then seal the day in a way that makes it feel like the customer has come to this decision on their own.
  • Computer Facts:The Indonesian PC market is dominated by Acer, HP, Dell, Lenovo and Toshiba the leaders.(http://www.globaltrade.net/f/market-research/text/Indonesia/Computers-Telecommunications-Internet-Computers-Computers-and-Peripherals-in-Indonesia.html)Cellular (Mobile Phone) Facts:For cellphone case, market share in Indonesia nowadays is still dominated by Blackberry (RIM). The Blackberry is ahead of Android, Apple, Nokia and other brands. For the high medium class market, BlackBerry is dominated over Apple and for the low medium class market, it is now dominated by other brands including Chinese brand. One of the reasons is that RIM’s product for smartphone has emerged before Apple had begun their international roll-outs into these markets.Fact: --the iPhone 5 sales was up to 2 million units since its release in Indonesia (REPUBLIKA.CO.ID,JAKARTA).http://www.republika.co.id/berita/trendtek/gadget/12/09/22/maqs1z-hingga-pekan-ini-penjualan-apple-diprediksi-8-juta-unit
  • Transcript

    • 1. How Could It Be? Mujiya Ulkhaq Delivered on October 08th 2012
    • 2. Just Ask Name a company with a more loyal and energized customer base than Apple! A : How do you know your friend’s mobile phone is Nokia? B : Simple, just ask him. A : How do you know your friend’s mobile phone is Samsung? B : Similar answer, just ask him. A : And how about Apple? B : No need to ask, he will show you.
    • 3. Apple’s Devotee Is it true Apple has the most loyal customers? We reviewed 2,379 customer comments and complaints from Apple, Dell, HP, AT&T, Sprint, T-Mobile, Verizon, Bank of America, Chase, Citi, and Wells Fargo collected from 7,194 customer interviews between January 2011 and March 2012. Vocalabs, April 2012
    • 4. Apple’s Devotee
    • 5. Contents 1 History 2 Current Condition 3 How Could It Be? 4 Case Study (Extended)
    • 6. History Apple Inc. (formerly Apple Computer, Inc.) is an American multinational corporation established on April 1, 1976 (incorporated January 3, 1977) by Steve Jobs, Steve Wozniak, and Ronald Wayne. Apple started life in “the garage” of Steve Jobs’ parents on Crist Drive in Los Altos, California (inset: the exterior of the house as it is today).
    • 7. Products
    • 8. Current Condition Apple Inc. is the most admired company in the United States from 2008 until 2012. Company 2008 2009 2010 2011 2012 Apple 1 1 1 1 1 Google 4 4 2 2 2 Amazon.com 20+ 20+ 5 7 3 Coca-Cola 20+ 12 10 6 4 IBM 20+ 17 15 12 5 FedEx 7 7 13 8 6 Berkshire Hathaway 2 2 3 3 7 Procter & Gamble 8 6 6 5 9 Johnson & Johnson 9 5 4 17 12 General Electric 3 9 16 13 15 Microsoft 16 10 11 9 17 Fortune, 2008-2012
    • 9. Current Condition Apple Inc. is the most admired company in the United States from 2008 until 2012. Apple Inc. is the largest publicly-traded corporation in the world by market capitalization as October 3, 2012. Rank Company Market Cap. (US$ Billion) 1 Apple 627.85 2 Exxon Mobil Corp. 428.80 3 Wal-Mart Stores 251.06 4 Microsoft Corp. 250.85 5 Google 248.58 6 IBM 242.82 7 General Electric 242.56 8 PetroChina Company 235.76 9 Chevron Corp. 229.11 10 AT&T 223.79 Zacks Investment Research, 2012
    • 10. Current Condition Apple Inc. is the most admired company in the United States from 2008 until 2012. Apple Inc. is the largest publicly-traded corporation in the world by market capitalization as October 3, 2012. As of September 24, 2011, Apple Inc. had 60,400 permanent full-time employees and 2,900 temporary full-time employees worldwide. Apple Inc.’s worldwide annual revenue in 2010 totaled US$ 65 Billion, growing to US$ 108 Billion in 2011. (US Securities and Exchange Commission, 2011) Apple Inc. is the world's third-largest mobile phone maker after Samsung and Nokia. Company 1st Q 2012 1st Q 2012 (Units) Market Share (%) 1st Q 2011 (Units) 1st Q 2011 Market Share (%) Samsung 86,567.6 20.7 68,782.0 16.1 Nokia 83,162.5 19.8 107,556.1 25.1 Apple 33,120.5 7.9 16,883.2 3.9 Gartner, May 2012
    • 11. Apple’s Devotee When Apple launched iPhone 4S, there was a wave of complaints from customers and critics due to the battery life. As soon as possible, Apple launched a software update to fix that problem. But will this damage Apple’s reputation? Is there a growing uprising against the Californian company? Are people ditching Apple to go elsewhere? Is its Public Relation team panicking? It would seem not. Whenever Apple has problems with its products, its customers are incredibly forgiving and patient. They understand that issues can sometimes arise and they’ll continue to buy Apple products despite any mistake they might make.
    • 12. Apple’s Devotee
    • 13. How Could It Be Multiple factors created this amazing loyalty. Someone says: - Brilliant design; - Highly original products; - Intuitive user experience; - Creative marketing; - And many more. But we see one element that get mentioned less but was a key driver of fanatical loyalty of many Apple owners: Apple created an enemy: the PC and its users; and built that enemy into much of its marketing.
    • 14. How Could It Be Social Psychologists, Henri Tajfel and John Turner were developing the social identity theory. In short, the theory states that yourself image is defined in part by the social group or groups you consider yourself to be part of. Tajfel & Turner’s experiments placed people into one or another group using meaningless criteria. Despite the arbitrary way the groups were created, as the experiment continued, the members of each group became increasingly loyal to their own group and discriminated against the members of other group.
    • 15. How Could It Be Social Psychologists, Henri Tajfel and John Turner were developing the social identity theory. In short, the theory states that yourself image is defined in part by the social group or groups you consider yourself to be part of. Upstart brands occasionally do attack their competition, they usually focus on product characteristics: performance, price, ease of use, etc. Apple took a different path: They attacked the PC users and drew a sharp distinction between Mac users and everyone else.
    • 16. How Could It Be On August 12, 1981, IBM introduced its US$ 1,565 Personal Computer. ―IBM wants to wipe us off the face of the earth.‖ ―We’re not going to sell five million [Macs] a year by being IBM-compatible. We’re going to do it by making a second industry standard.‖ (Steve Jobs) ―It would be easy for us to come out with an IBM look-alike product, and put the Apple logo on it, and sell a lot of Apples. Our earnings per share would go up and our stockholders would be happy, but we think that would be wrong thing to do‖. (John Sculley) ―[PowerPC supporters] are smoking dope. There’s no way it’s going to work‖. (Robert W. Stearns) ―Putting Presentation Manager on an IBM is like putting Bernaise on a hot dog.‖ (Alan Kay)
    • 17. How Could It Be Apple tried to stem the tide with the January 1983 introduction 1983 of the LISA. But is had two flaws: its US$ 9,995 price tag was too expensive; it wasn’t compatible with anything else on the market (The IBM PC and Microsoft’s MS-DOS had established a standard to which clone manufacturers flocked, but Apple resisted the temptation to go with the flow.) ―Apple has always felt that its technology was better, if not the best, and if it just waited long enough, the world would recognize this fact and be willing to pay a premium to buy a computer from Cupertino.‖ (Owen Linzmayer – Author of Apple Confidential : The Real Story of Apple Computer, Inc.)
    • 18. 4P Approach 1. Products Market Pull Technology Push Educate People
    • 19. 4P Approach 1. Products - Brilliant design: Ergonomics, Put the detailed, Simply, Elegant, Aesthetics
    • 20. 4P Approach 1. Products - Brilliant design: Ergonomics, Put the detailed, Simply, Elegant, Aesthetics - Original Idea: Unique, Has own standards
    • 21. 4P Approach 1. Products - Brilliant design: Ergonomics, Put the detailed, Simply, Elegant, Aesthetics - Original Idea: Unique, Has own standards - Better Quality: Added feature, Better durability, reliability, and performance Jobs told Raskins, ‘Don’t worry about the price, just specify the computer’s abilities.”
    • 22. 4P Approach 2. Place As of July 2011, Apple has 364 retail stores in 38 countries as well as the online Apple Store and iTunes Store.
    • 23. 4P Approach 2. Place - Create Enlightening Experiences MacBook screen is tilted 70 degrees in a uniform manner. People who visit the Apple Store might think this screen arrangement for beauty reasons only. This may be partly true, but the main reason is that visitors are encouraged to customize the display in perspective, ideally, or otherwise touching the computer. This is the entrance before the user then tries the device. Apple Store was not created for the purpose for people to buy the device. Instead, the store is made to make the visitor experience has the goods and the buyer has made ​loyalty to Apple. (Carmin Gallo – Author some books related Apple Inc.)
    • 24. 4P Approach 2. Place - Create Enlightening Experiences The Apple Store is much more than a store. We offer free workshops for people of all experience levels — we even offer youth programs like Apple Camp. And when you buy a new Mac, you can sign up for One to One training and take your skills to the next level. (apple.com)
    • 25. 4P Approach 3. Promotion When Apple sought to define their users as different and better, they called on the formidable skills of director Ridley Scott. He created what most critics rank as one of the best ads of all time, the iconic 1984 ad. As time passed, presenting PC users as mindless drones became a less viable strategy, since now most of the market had a computer and insulting your potential customers would be risky. So, Apple adopted a much softer approach with their ―Get a Mac‖ campaign that ran from 2006 to 2009.
    • 26. 4P Approach 4. Price
    • 27. 4P Approach 4. Price - Justify your price Once more, Apple ignores the standard by not only pricing their technology more than 2x what their competitors charge, but doing so without blinking. - No other computer can match the display of a 27”; - No other software can match what iTunes brings to the table; - No laptop is as thin as the Macbook Air; - No software is more intuitive; - No product more valuable than the Apple product Any other smartphone looks like it was developed by rookies when compared to an iPhone 5.
    • 28. 4P Approach 4. Price - Justify your price - Don’t give a discount If you give a discount to your most loyal customers, you might be doing something wrong. (inc.com)
    • 29. Treatment on Customers - Focus on creating service value Apple’s Manual Book Training gizmodo.com Selling is a science, summed up with five cute letters: Approach customers with a personalized, warm welcome; Probe politely to understand the customer’s needs; Present a solution for the customer to take home today; Listen for and resolve any issues or concerns; End with a fond farewell and an invitation to return.
    • 30. Treatment on Customers - Focus on creating service value - Communicate in the language of the audience Apple’s Manual Book Training gizmodo.com Take a look at any Apple product page and it will be found that though they do discuss product specifications and technical information, it’s hidden behind the benefits that their audience is truly after. Instead of display resolution, it will be shown phrases like ―edge to edge glass,‖ ―retina display,‖ and ―LED backlighting.‖
    • 31. Resume If you want to make your brand part of your customer’s social identity, you have to make your customers feel different than the people who use a competing brand. The sharper the distinction (even if in real terms it’s not all that meaningful), the more effective this strategy will be. Apple’s approach was smart, as it built on pre-existing stereotypes of Mac and PC users. Even though these stereotypes may not have been accurate, their existence made Apple’s job easier.
    • 32. Case Study in Indonesia (Extended) Apple Store location in Indonesia, namely iBOX Apple Store, a Premium Reseller of Apple, is located in only two places, i.e. in Jakarta (12 retailer stores & 3 service providers) and Bandung (1 retailer store & 1 service provider).
    • 33. Case Study in Indonesia (Extended) Low-Medium Class High-Medium Class
    • 34. Case Study in Indonesia (Extended) Some Opinions Expensive Prestigious 1st Impression: Awesome product design Better performance Long-lasting battery Better ―security‖ Impressed by the iCloud system The speed of gadget is awesome even while transferring data Reason to Buy: Hardly ever find problem for all Apple products, Long-lasting battery Cool Person buy Apple Still overpriced when comparing ―the performance‖ vs. ―the price‖ Reason Not to Buy: Can’t be overclocked and modified easily Jobs passed away, the soul of Apple also died
    • 35. Become The “Name” Become The “Name” You don’t buy Tissue; You buy Kleenex; You don’t buy Cola; You buy Coca-Cola; You don’t buy Coffee; You buy Starbucks. Then You don’t buy MP3 Player; You buy iPod; You don’t buy Smartphone; You buy iPhone; You don’t buy Laptop; You buy Mac.

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