2. Objective of the presentation
• At the end of the session, we will be
able to know-
i. Apple Computers and its brand
value.
ii. The success story of Apple
Computers.
iii. The way through which it creates
brand loyalty.
3. INTRODUCTION
• Global market leader in the segment
of computers, i phones and smart
phones.
• CEO- Tim Cook.
• Private limited company.
• Founder- Steve Jobs.
• Global turnover-
• Presence in countries-
4. SUCCESS STORY
• Apple Inc is widely successful at
building brand loyalty in Apple
products.
• In 1976, the first Apple came to
market.
• fans are forever devoted to Apple and
must get their hands on the new
versions of the iPad, iPhone or Apple
TV, whatever the cost.
5. BRAND LOYALTY FOR APPLE
• Customers sleep on Apple Stores in
night so that they can be the first one
to buy apple products.
• Customers don’t mind to be beaten
by police while trying to be first user.
• Most of the users are very much
committed and brand loyal.
• Post purchase behavior is very
positive.
6. The Buy-in Culture
• Apple’s products are meant to compliment
each other, which encourages consumers
to purchase another product in the brand.
Take for example the iPod Apple product.
A consumer purchases an iPod, but then
downloads music from iTunes. Having the
user use the same brand for both
hardware and software needs tends to
increase consumer brand loyalty.
7. Success Mantras
• Apple is Steve Jobs. Steve Jobs is
Apple. People feel like they have a
personal relationship with Apple
because they’re essentially thinking
of Steve.
• Brand loyalty means trust in brand.
For apple Steve was himself a credit
and assurance.
8. Marketing Strategies Used-
• Pricing
– Skimming strategy
– Typically competitors’ prices drop rapidly
– Expect Apple prices to fall slowly
• Product
– Add functionality, maintain price
– Versioned iPods for price-sensitive
segment.
9. Marketing Strategies Used…….
• Distribution
– Restricted availability to Cingular and
Apple stores
– New iPhones will open channels & drive
sales
10. Marketing Strategies Used…….
• Promotional activities-
Use of e-media and social
networking.
Think different campaign.
Creative advertisements.
Cingular iPhone discounts unlikely
Expect iPhone voice / data plans
11. SWOT Analysis
weaknesses
strengths
Sensors High price
Style/Brand Limited distribution channels
User base Missing features
Hype Unsafe for
First mover corporate use?
Migrate people to Apple
Similar devices
Port existing apps
Highly developed market
New social device
Distribute iTunes content
opportunities threats
