Presentation prepared for an internship for Marketing Management under Prof. Sameer Mathur, IIM, Lucknow.

1. THE
COMPANY
THAT DARED
Apple Inc.

2. ABOUT APPLE
• American multinational technology
company
• Founded in 1977 as Apple
Computers by Steve Jobs, Steve
Wozniak and Ronald Wayne
• Headquarters in Cupertino,
California

3. TOPPED
FORTUNE
MAGAZINE’S
WORLD’S
MOST ADMIRED
COMPANIES
LIST 3 YEARS

4. P
R
O
D
U
C
T
S
The iPod
Released in 2001
Game changer for
Apple
The iPhone
Various generations till date
The
iMac
The iPad

5. BLOCKBUSTER
PRODUCT!
• The iPod paved way to all the other
products
• Achieved immense popularity
• Introduction of iTunes

6. “PEOPLE FEEL THEY’RE
WALKING IN
MUSICOLOGY”
-John Mayer
iPod, in 2007, showed sky
rocketing sales as a result of
which Apple’s market share in
other products increased.

7. STRATE
GY

8. INNOVATION
IMPERATIVE
• Making older products better.
• Innovating newer products.
• It began with the iPod, followed by the
iPhone, then the iPad, the iWatch and
now the smart TV.
• Apple has always exceeded customers’
expectations

9. • PUSH: Added mass electric retailers,
Bust Buy and Circuit City to its
channels
• PULL: SILHOUETTES Campaign;
people listening to music on iPods

10. GROWTH, GROWTH and
MORE GROWTH
2007: APPLE COMPUTER INC. changed to
APPLE INC.
2009:iPod sales hit $8 billion
2010:More than 250 million pieces sold
worldwide

11. ADVERTISEMENTS

12. INCREMENTAL
INNOVATION
Launched series of iPods, iPhones
and iPads
Kept customers on their toes

13. The iPhone
“If you don’t have an
iPhone; well, you don’t have
an iPhone”

14. The iPad

15. Cross Functional
Teams
A group of people with
different functional
expertise working toward a
common goal.

16. WHAT’s
NEXT?

17. COMPUTER COMPANY
HAND-HELD DEVICES

18. HEY
SIRI!

19. What Else Can Be Done?
• BRAINSTORM USING
CREATIVE TECHNIQUES
• ATTRIBUTE LISTING
• FORCED RELATIONSHIP
• MORPHOLOGICAL
ANALYSIS

20. SUMMARY
• About Apple
• Products
• Strategies
• Advertisements
• What’s Next?
• What else can be done?

21. Prepared by Krisha Bole, RCOEM,
Nagpur
Under the guidance of Prof. Sameer
Mathur, IIM Lucknow
as a part of Marketing Management
Internship
DISCLAIMER