Apple has experienced tremendous success over the past decade through innovative products and effective marketing strategies. They launched game-changing products like the iPod, iPhone, and iPad that changed how people engage with technology. Apple focuses on differentiation through superior design, ease of use, and creating emotional connections with customers. Their marketing emphasizes creating buzz and viral word-of-mouth through innovative product launches and lifestyle-focused advertising. This focus on innovation, customer experience, and brand loyalty has led Apple to become one of the most valuable brands in the world.

1. Apple: The Marketing Story of the Decade

2. The Marketing Story of the Decade…
Apple
seed The
history
Apple
turnover Proof of success
Apple
Differentiated
core Positioning
7P’s
Marketing
strategy
End The Apple Core

3. The Marketing Story of the Decade…
1975
Steve Jobs & Steve Wozniak Founded
Apple
http://windowtowallstreet.com/

4. The Marketing Story of the Decade…
1980
Apple IPOs, the Nerds get Rich
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5. The Marketing Story of the Decade…
1984
Apple Launches Macintosh
(IBM = I Bought Macintosh)
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6. The Marketing Story of the Decade…
1985
Steve Job Ousted from the Company he
Founded
Apple PC Market Share = 16%
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7. The Marketing Story of the Decade…
1997
Apple Nearly Bankrupt, PC Market
Share = 2%

8. The Marketing Story of the Decade…
1998
Steve Jobs Culls Apple Organization
& Signs a Deal with the Enemy
http://valledosilicio.files.wordpress.com/2009/09/steve-jobs-

9. The Marketing Story of the Decade…
2001
iPod Launched
Apple Dreams “Digital Lifestyle

10. The Marketing Story of the Decade…
2005
iPod Nano Introduced

11. The Marketing Story of the Decade…
2007
iPhone Launched

12. The Marketing Story of the Decade…
2007
Apple Computers to Apple Inc

13. The Marketing Story of the Decade…
2003-2009
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14. The Marketing Story of the Decade…
2003-2009
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15. The Marketing Story of the Decade…
2009
Steve Jobs Awarded “CEO of the
Decade”

16. Comparing Apple with apples
The Marketing Story of the Decade…
2003-2009
Interbrand Global Brand Rankings
Rank Brand value $mn
2009
2009: 20th Most Valuable Global Brand
($15bn)
2003: 50th Most Valuable Global Brand
($5bn)

17. The Marketing Story of the Decade…
?2015

18. The Marketing Story of the Decade…

19. The Marketing Story of the Decade…
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20. The Marketing Story of the Decade…

21. The Marketing Story of the Decade…

22. The Marketing Story of the Decade…
I’m a PC I’m a Mac

24. The Marketing Story of the Decade!

25. Apple and Lemons
Does anyone own,
or has owned,
an Apple product?

26. The Local View
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✓9% of unprompted survey responders
picked Apple as the top supplier of
technology products
✓75% of prompted survey responders!"
said Apple is very successful !" $" &" '" (" )" %" *" #" +" $!"
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27. The Local’s said...

28. The Local’s said...
Customer
Well integrated satisfaction and
software and
Fashionable hardware reliability
I like the fact
that I don’t
have to start
Apple tells people my day with
what they need Ctrl+Alt+Del
and then provides
Innovativ
e Good
marketing;
technology;
unique

29. Company’s Positioning
Product
(Innovation)
Apple
People
(Customer Process

30. Company’s Positioning
Product
(Innovation)
Apple
Sony
People
(Customer Process

31. Brand Architecture
Customer
Environmental sustainability
Customer Portfolio
Network Reputation
Experience Managemen
Right Quality
Purchase
products
experience
Developers Simplicity
Brand
pillars Right
Packaging
Carriers customers Design
Genius bar
Right time Innovation
Source: Knox et al. 2000, adapted by Green 3

32. Strategy 7P’s of Marketing
Apple’s overview
7P’s
Product Accessible, innovative, simple to use, stylish,
cool, emotional
Price Premium price - differentiation
Promotion Brand and brand response; user group word of
mouth advocacy; media exploitation; Packaging,
Placement Retailers, own stores, premium stores, online –
easily accessible
People Culture, Steve Jobs, training, explainers not
sellers
Process Segmentation strategy to innovators
Secretive, aligned to values
Physical White ear phone leads, bright colours, style,
evidence packaging

33. Product portfolio
Product Profile
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All products (except iPod) with sales >+30%
(2007-08)

34. Product Life-cycle
Extension
Extension
Evolution
Evolution Sep. 09
Sales
Sep. 09
Sep. 08
Sep. 08
Sep. 07
Sep. 07
Sep. 06
Sep. 06
Sep. 05
Sep. 05
Feb. 05
Feb. 05
Feb. 04 04
Feb.
Time

35. BCG Matrix
Market Share (Relative)
High Low
Stars ?
Market Growth Rate
High
Cash Cows Dogs
Low
Source: BCG Matri

36. Product development and pricing
Apple’s Direction Policy Matrix
Invest Grow
Harvest Divest
Source: Directional policy matrix for Apple products (Session 6-2009,Dr
Stan Maklan)

37. Product development and pricing
Apple’s Direction Policy Matrix
Invest Grow
Home
Networking
Harvest Divest
Source: Directional policy matrix for Apple products (Session 6-2009,Dr
Stan Maklan)

38. Customer Segmentation
“There are some Apple customer strategy two fold:
customers which we 1. Target innovators and early adopters
2. Drive through to early majority as
choose not to serve.” quickly as possible through marketing
Steve Jobs
Early adopters
Early majority
Innovators
Laggards
majority
Late
Price Skimming Price Penetration

39. It’s the Experience
4D experience
Aesthetics
1D
Perception
4D
2D 3D
Functionality Experience

40. Advertising
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41. Apples advertising – buzz marketing and Word-
Creating a hype
of-mouth
Buzz
marketing
Word-of-
mouth

42. Apples advertising – buzz marketing and Word-
Creating a hype
of-mouth
Buzz
marketing
Word-of-
mouth

43. Apples advertising – buzz marketing and Word-
Creating a hype
of-mouth
Buzz
marketing
Word-of-
mouth

44. Apples advertising – buzz marketing and Word-
Creating a hype
of-mouth
Buzz
marketing
Word-of-
mouth

45. Life-style Advertising – media
Apples advertising

46. Life-style Advertising – media
Apples advertising

47. Life-style Advertising – media
Apples advertising

48. Life-style Advertising – media
Apples advertising

49. Threats and Weaknesses
STRENGTHS WEAKNESSES
Strong Brand Image Expensive (compared to competitors
Robust Financial Performance e.g Dell, Sony)
R&D leading to Innovations Repair and service issues
Distinctive graphical user interface Product Recalls
Ease of use, Customization Patent Infringement
Reliability Steve Jobs
Own operating system
“Windows parallel”
OPPORTUNITIES THREATS
Home Entertainment - Apple TV Strong competitors e.g. Microsoft,
Mobile phone business, Smartphones Sony
Emerging Market e.g BRIC Uncertain Global conditions
Microsoft Media Centre vs Front Row
iPhone vs iPod
Dependence on specific suppliers
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38

50. Threats and Weaknesses
STRENGTHS WEAKNESSES
Strong Brand Image Expensive (compared to competitors
Robust Financial Performance e.g Dell, Sony)
R&D leading to Innovations Repair and service issues
Distinctive graphical user interface Product Recalls
Ease of use, Customization Patent Infringement
Reliability Steve Jobs
Own operating system
“Windows parallel”
OPPORTUNITIES THREATS
Home Entertainment - Apple TV Strong competitors e.g. Microsoft,
Mobile phone business, Smartphones Sony
Emerging Market e.g BRIC Uncertain Global conditions
Microsoft Media Centre vs Front Row
iPhone vs iPod
Dependence on specific suppliers
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38

51. Q: So, why is Apple so
successful?
RETAIL
PRODUCT
LEADERS
STAFF
SERVICE
PROPOSITIONS

52. A: Focus
Marketing
strategy
Technology
Form factor
Customer
focus
Digital world
Sales
channels

53. A: Focus
Marketing Apple’s values
strategy lens
Technology Quality
Simplicit
Form factor y
Innovation Culture
Customer
focus Ease
Digital world Design
Sales
channels THE APPLE DIFFERENCE

54. A Man of few words...
41

55. Thank you Everyone!
Green 3
Atul, Budhi, Jody,
Jonathan, Mario &
Rogerio

56. 43

57. Oh and one more thing...
43

58. Oh and one more thing...
An Apple a Day keeps the Doctor
away, so please have some apples on
your way. 43