Apple brand audit final

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Apple brand audit final

  1. 1. OBJECTIVE, SCOPE AND METHODOLOGY Objectives • To find out the perception of people toward Apple after Steve Job died – Brand image – Brand awareness – Positioning – Threat • To find out how people response to iPhone 5 “ Think Different…”
  2. 2. Scope The report will cover among MUIC students that are using smart phone of any brand and have experience using iPhone of any model Methodology The secondary data will be carried out by using the website article that relate to Apple brand before and after the death of Steve job. For primary data, our group used questionnaire method “ Think Different…”
  3. 3. INDUSTRY BACKGROUND • Firstly invented by Ericson in 1997 • The term smart phone is still vague • Allowing the third party applications to run • Window, IOS and Android
  4. 4. INDUSTRY BACKGROUND • The common one is Symbian from Nokia • In year 2000, the market was ruled by Nokia • In 2006, this is the turning point • Internet was provided almost entire areas • Smartphone allows to perform various tasks • In 2007, Apple launched iPhone
  5. 5. MARKET SHARE OF SMART PHONES
  6. 6. APPLE BACKGROUND - 1976, as computer company - To achieve stellar products and services - Be the main market leader in music players - Joined the phone industry with the iPhone - Market cap larger than Google & Microsoft combined - Steven P. Jobs >> the Apple's CEO - Current CEO >> Tim Cook “ Think Different…”
  7. 7. CONSUMER ANALYSIS Trends • The high-end models >> selling well • Many significant online stores • The gateway to ecosystem • Women >> white iPhone more “ Think Different…”
  8. 8. CONSUMER ANALYSIS Motivation • To listen the music • To communicate through social network • To use high-end technology • Feel trendy and technological wisdom “ Think Different…”
  9. 9. CONSUMER ANALYSIS Perception • Circle button below the screen is innovative • Large screen and have simple design • High quality >> smooth to touch • Primary „i‟ >> sound smooth and attractive • Sensation of being young and trendy “ Think Different…”
  10. 10. CONSUMER ANALYSIS Segmentation • One product for a particular purpose • Middle to high class and in the business of media and design • Lifestyles of the youth and middle age who living at the locations • Using the internet and computers “ Think Different…”
  11. 11. CONSUMER ANALYSIS Behavior • To improve the image of customers • One part of their daily lifestyle • Take them wherever they go • Most men >> purchase iPod is a necessity more than most women believes “ Think Different…”
  12. 12. BRAND ELEMENTS Original logo 1976-1998 1998-2000 2000-2007 Currently Logo • Easy to recognize • Quality and innovative • One of the most valuable symbol “ Think Different…”
  13. 13. BRAND ELEMENTS Packaging Appearance • Plain but unique • Black and White Apple packaging team Emotional response • First impression • Excitement “ Think Different…”
  14. 14. BRAND ELEMENTS Slogans iPod classic “10,000 songs in your pocket." iPhone 5 “The biggest thing to happen to iPhone since iPhone MacBook "MacBook Air. The world's thinnest notebook." “ Think Different…”
  15. 15. BRAND ELEMENTS POPs Technology: Produce in the same manufacturer (FoxconnCo.Ltd) Use Samsung touchscreen technology Price: Brand Price iPhone 5 23,000 Samsung s3 22,000 Nokia Lumia 21,500 “ Think Different…”
  16. 16. PODs Retail store: Have its own retail store (Applestore/iStudio) ZEN concept Friendly expert staff CEO: Steve Job Tim cook Recognizable Operation system: Perfectly suit with all Apple’s product iCloud Reliable BRAND ELEMENTS “ Think Different…”
  17. 17. BRAND ELEMENTS Marketing program • Steve Job show • Rumor through social media www.macrumors.com • Restriction in software update Forcing the customer to buy new model • Commercial showing the attribute of theproduct “ Think Different…”
  18. 18. APPLE BRAND PORTFOLIO Laptop/ Desktop  MacBook Air  MacBook Pro  Mac Mini  iMac  Mac Pro iPod • iPod shuffle • iPod Nano • iPod Touch • iPod Classic • Apple TV “ Think Different…”
  19. 19. APPLE BRAND PORTFOLIO iPhone • iPhone 2G • iPhone 3G • iPhone 3Gs • iPhone 4 • iPhone 4s • iPhone5 iPad • iPad 1 • iPad 2 • The new iPad • iPad mini “ Think Different…”
  20. 20. BRAND PORTFOLIO ANALYSIS MacBook White  Launch to gain the market share of low-end market that customers who have a low income can purchase this products iPhone S type; iPhone 3GS, iPhone 4S  Apple Inc. launch these product type to gain more revenue from customers because the past product is in the maturity period  To extend the time period of products while other brands do not launch products iPod Touch  To capture the market in portable music player and movie player, which function is similar to iPhone “ Think Different…”
  21. 21. BRANDING STRATEGIES Apple Inc. keep creating innovative product  Product features  Product Design  Product Uniqueness Opening retail store in high-end district Emotional Connect  Apple aims for loyal customers “ Think Different…”
  22. 22. BRANDING STRATEGIES Apple training manual - Approach customers with a personalized warm welcome - Probe politely to understand all 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 “ Think Different…”
  23. 23. SAMSUNG BRAND ELEMENT • Meaning “three stars” (powerful, everlasting) • Memorable, transferable, unique, and easy to protect • Able to extension the product categories “ Think Different…”
  24. 24. SAMSUNG BRAND ELEMENT “ Think Different…” LOGO
  25. 25. SAMSUNG BRAND ELEMENT SLOGAN “inspire the world create the future” Vision and mission  “Smart thinking. Simple living”  “The phone that does it all”  “Designed for Humans (Inspired by Nature)”  “Camera reborn” “ Think Different…”
  26. 26. SAMSUNG BRAND ELEMENT PACKAGING Plain and classic Sense of elegant , high end product Modern and attractive design Feel excited and feel of value Similarities Strong competitive Very similar theme and look “ Think Different…”
  27. 27. SAMSUNG’S BRAND PORTFOLIO • TV • Camera • Notebook • Memory • Accessories • Home “ Think Different…”
  28. 28. POPS/PODS OF SAMSUNG POPs  Try to launch new product  Try to cover the gap in the market  Try to gain competitive advantages (brandreputation) PODs  Ultramodern product  Humanizing the product  Better user experience “ Think Different…”
  29. 29. CURRENT MARKETING PROGRAMS Superstars (representative) to increase brand  Media  Advertisement  Billboard  Poster (corner of many roads) *gain lots of attention from targeted consumers* “ Think Different…”
  30. 30. NOKIA BRAND ELEMENTS LOGO “ Think Different…” Slogan
  31. 31. Point-of-Difference  Sustainable competitive advantage is its global reach accompanied with a locally tailored presence  It is going to be hard for the competitors to enter a market like INDIA where Nokia has established a strong presence  Durability and Battery endorsement Point-of-Parity  With the new operating system, Window phone 8, Nokia shared the same technology with HTC, Samsung, and Huawei  Pricing (Nokia Lumia) is slightly different with competitors like iPhone 5 and Galaxy S3 NOKIA BRAND ELEMENTS PODS & POPS “ Think Different…”
  32. 32. NOKIA BRAND ELEMENTS MARKETING PROGRAM “ Think Different…” • Advertising – Through TVC, Bill boards, Outdoor Ads, Radio and display stands • Personal selling – By product training to Distributor • Event marketing • Premiums for loyal customers • Below-the-Line promotion
  33. 33. QUESTIONNAIRE BRAND AWARENESS
  34. 34. 16% 20% 9% 13% 13% 10% 13% 1% 3% 1% 1% Awareness Level Apple Samsung Blackberry Nokia HTC Sony LG Google Motorolla Hoawei I-mobile Name the brand of smart phones you have heard
  35. 35. GIVEN THE PICTURE BELOW, WHAT BRAND DO YOU THINK OF? 100% 100% recall the picture
  36. 36. Is the slogan of which brand? 0 5 10 15 20 Apple Samsung Motorolla Don't know Apple Samsung Motorolla Don't know Awareness 9 2 1 18 Awareness
  37. 37. QUESTIONNAIRE BRAND IMAGE
  38. 38. To what extend do you feel the following product characteristics are descriptive of Apple iPhone5? 0 0.5 1 1.5 2 2.5 3 3.5 4 4.5 Descriptive Descriptive
  39. 39. How good or bad it is for Apple iPhone5 to have the following product characteristics? 3.45 3.5 3.55 3.6 3.65 3.7 3.75 3.8 3.85 3.9 3.95 Favourability Favourability
  40. 40. How unique it is for Apple iPhone5 in term of following product characteristics? 3 3.1 3.2 3.3 3.4 3.5 3.6 3.7 3.8 3.9 4 Uniqueness Uniqueness
  41. 41. QUESTIONNAIRE BRAND RESPONSE
  42. 42. Similar Not fimilar Do you think iPhone 5 is similar or different to existing competitors? Similar in term of same function/application with other brands. Not Similar in term of : iOS Design Application Brand Image Uniqueness Innovation IOS Design Application Brand image Uniqueness Innovation Similar = 36.67% Not Similar = 63.33%
  43. 43. If you are considering buying new smartphone, assume all the brand have the same price, how likely would you buy the following brand 0 1 2 3 4 5 6 7 8 9 10 Brand response Brand response
  44. 44. QUESTIONNAIRE BRAND RELATIONSHIP
  45. 45. If you are considering buying smartphones in 3 months, which brand are you interested? 0 5 10 15 20 25 Brand relationship Brand relationship 23 out of 30 of the applicants choose iPhone
  46. 46. Yes No Q15 Would you continue buying the next generation of iPhone? 76.67 % 23.33%
  47. 47. QUESTIONNAIRE BRAND ASSOCIATION
  48. 48. WHEN YOU THINK OF IPHONE 5, WHAT CAM UP TO YOUR MIND? 3% 10% 10% 10% 25% 15% 15% 13% “Steve Jobs” “Function/Design s” “Same as iPhone4” “Innovation” “Tim Cook” “Short Battery” “Fast” “Expensive”
  49. 49. QUESTIONNAIRE BRAND PERSONALITY
  50. 50. Q12 IF IPHONE5 IS A PERSON, TO WHAT EXTENT DO YOU THINK IPHONE5 WOULD HAVE THE FOLLOWING PERSONALITIES 4.5 4.6 4.7 4.8 4.9 5 5.1 5.2 5.3 Up to date Imaginative Young Unique Up to date Imaginative Young Unique Series1 5.24 5.09 4.9 4.76 Excitement Total 19.99
  51. 51. Q12 IF IPHONE5 IS A PERSON, TO WHAT EXTENT DO YOU THINK IPHONE5 WOULD HAVE THE FOLLOWING PERSONALITIES 4.7 4.8 4.9 5 5.1 5.2 5.3 5.4 Upper class Charming Good looking Upper class Charming Good looking Series1 5.3 4.94 5.3 Sophistication Total 15.54
  52. 52. Q12 IF IPHONE5 IS A PERSON, TO WHAT EXTENT DO YOU THINK IPHONE5 WOULD HAVE THE FOLLOWING PERSONALITIES 4.4 4.6 4.8 5 5.2 5.4 5.6 Reliable Intellegence Technical Leader Reliable Intellegence Technical Leader Series1 4.86 5.47 5.37 5.24 Competence/Capability The result from this question is that the competence of an iPhone 5 is the most rated from respondents , which the Total is 20.94
  53. 53. COMPETITOR ANALYSIS • Compete with many brands. • Technology, smart phones and computer industry • Differentiate, modern design and products • 3 main competitors in market; Blackberry, Nokia, Samsung and “ Think Different…”
  54. 54. BLACKBERRY • Research in motion (RIM) firm • Focus on B2B industry • Emphasize on usage within a company Eg. Big keyboard buttons • Sales increase in small portion until year 2005-2011 (1,350 million – 19,907 million) • Due to the change to B2C • Start to decline after “Hamburger crisis” in year 2009 • Apple launch iPhone 4 in 2010, create impact to RIM • Takes the sales and market share from Blackberry “ Think Different…”
  55. 55. NOKIA • Use to be the world’s leader in mobile phones • Enjoy the highest market share for more than 10 years • “Symbian” • In year 2008, Nokia suffer from declining market share New competitors ( iPhone, Blackberry, etc) New technological advance ( Android and IOS) • Stock price drop from $40 (2007) – $2 (2012) • Join with Microsoft, end of “Symbian Era” beginning of “Window Phone” Develop “Nokia Lumia” • Did not success in market “ Think Different…”
  56. 56. SAMSUNG • Major competitor of Apple in mobile phone industry • Highest sales and market share in 2012 • Serve every types of consumers Low cost mobile phones – High technology smart phones • First smart phone…Galaxy S1 • Small gap of sales and market share between Samsung and Apple Sales volume Market share Samsung 42.2% 29.1% Apple 35.1% 25.2% • Apple generate more sales in terms of margin Still have potential to compete and gain back market share • Not only smart phone industry, computer industry as well “ Think Different…”

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