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Think Different: The Decade of Apple
Think Different: The Decade of Apple
Think Different: The Decade of Apple
Think Different: The Decade of Apple
Think Different: The Decade of Apple
Think Different: The Decade of Apple
Think Different: The Decade of Apple
Think Different: The Decade of Apple
Think Different: The Decade of Apple
Think Different: The Decade of Apple
Think Different: The Decade of Apple
Think Different: The Decade of Apple
Think Different: The Decade of Apple
Think Different: The Decade of Apple
Think Different: The Decade of Apple
Think Different: The Decade of Apple
Think Different: The Decade of Apple
Think Different: The Decade of Apple
Think Different: The Decade of Apple
Think Different: The Decade of Apple
Think Different: The Decade of Apple
Think Different: The Decade of Apple
Think Different: The Decade of Apple
Think Different: The Decade of Apple
Think Different: The Decade of Apple
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Think Different: The Decade of Apple

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As the revolutionary iPod celebrates its tenth anniversary and Apple announces a new iPhone, Compete looks back at how Apple has changed the game for consumer electronics … from product portfolio …

As the revolutionary iPod celebrates its tenth anniversary and Apple announces a new iPhone, Compete looks back at how Apple has changed the game for consumer electronics … from product portfolio planning to online marketing, to channel and distribution strategies.

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  • 1. Think Different: The Decade of AppleHow Apple Changed the Rules of Consumer Electronics Marketing
  • 2. Today’s Presenters
    Chris Collins, Director, Technology & Entertainment at Compete
    Alyssa Maine, Marketing Coordinator, Marketing at Compete
  • 3. Webinar Logistics
    Today’s webinar will be recorded. You will be emailed a link to the deck and recording.
    Please enter your questions in the Questions box. We will answer as many as possible at the end.
    If you have technical difficulties, try loggingback in or use a different browser
    The Twitter hashtag for today’s webinar is #competetech
  • 4. About Compete
    Who We Are
    Who We Work With
    • The fastest-growing digital measurement company in the US
    • 5. The leading provider of market research and competitive intelligence, based on billions of online, mobile and survey inputs from millions of consumers
    • 6. Part of WPP and Kantar Media; partner relationships provide a holistic view of consumer behavior, attitudes and preferences
  • Today’s Agenda
    The Decade of Apple
    Marketing Mastery
    Brand Awareness
    Brand Engagement
    Product Consideration
    Online & Offline Conversion
    Looking Ahead
  • 7. The Decade of Apple
  • 8. 2001
    2003
    2005
    2007
    2009
    2011
    $7.75
    $10.36
    $53.61
    $153.47
    $185.33
    $412.14
    Source: Yahoo Finance; average stock price for September of 2001-2009, closing price on September 14 2011
    A Decade of Apple: Products & Profits
  • 9. Brand Awareness
  • 10. MythApple doesn’t spend a lot on marketing
    RealityApple spends a lot on marketing -over $3 billion in the last five years
    (They just spend it really well)
    Source: Apple 10-K Filings; Compete Estimates
  • 11. Big Ad $ = Great Brand Awareness (Part 1)
    Website Traffic, By Unique Visitor
    January 2008 – August 2011
  • 12. Big Ad $ = Great Brand Awareness (Part 2)
    Mobile Website Traffic, By Unique VisitorJune 2011
    Source: Groundtruth
  • 13. Brand Engagement
  • 14. But Awareness ≠ Engagement
    $100+ millionAd Campaign
    6+ millionUnique Visitors to DroidDoes.comin Q4 2009
    ~2 million
    “Click & Bounce”
    Unique Visitors
  • 15. Brand Engagement is Emotional
  • 16. Emotional Engagement = 2M Shoppers / Month
    Website Traffic Demographics
    August 2011
    Total Visitors
    35.4 million
    @ 49% Female:
    17.4 million
    @ 43% Female:
    15.2 million
    Net “Unaddressed” Female Shoppers:
    2.2 million
    57%
    51%
    49%
    43%
  • 17. Product Consideration
  • 18. Product Portfolio
    The collection of products and services that make up a company
  • 19. Portfolio Rationalization -> Product Consideration
    Phone Interest (L - bar) and # of Models (R - dot), By Brand
    June 2008 and April 2011
    April 2011
    June 2008
  • 20. Online & Offline Conversion
  • 21. Apple Excels at Converting Product Consideration
    Online Purchase Funnel Fallout
    August 2011
    iPhone (n= 288K Engaged Shoppers)
    Fascinate (n= 21K Engaged Shoppers)
  • 22.
  • 23. Looking Ahead
  • 24. Near Term: Strong Demand for Sprint iPhone 4S
    CellPhone Owners Waiting For Specific Device
    Q3 2010, Q4 2010, Q1 2011, Q2 2011
    Q: Why is that you do not own a smartphone (a phone with advanced PC/email/Internet functionality)?
    Percentage answering “I am waiting for my wireless service provider to offer a specific smartphone”
  • 25. Longer Term: Apple Dominance Will Slow
    Strengths
    Threats
    • Extending product lifecycles
    • 26. Markets are still growing; Apple has small market share
    • 27. Legacy of Steve Jobs
    • 28. Law of large numbers
    • 29. Fickle consumer tastes
    • 30. New competitors (i.e Amazon)
  • Thank You.
    Christopher Collins
    Director, Technology and Entertainment
    ccollins@compete.com
    617.933.5641

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