This slide was created during a marketing internship under Prof. Sameer Mathur, IIM Lucknow Full presentation URL- https://youtu.be/oIwosX-f5dE

1. Apple Inc.
Mini Case Study

2. Founder of Apple Inc.
Steve Jobs
Ronald Wayne
Steve Wozniak

3. Vision
Man is the creator of change in this world.
As such he should be above systems and
structures, and not subordinate to them.
Mission
Apple is committed to bringing the best
personal computing experience to
students, educators, creative
professionals and consumers around
the world through its innovative
hardware, software and internet
offerings.

4. Quick Information
For knowledge
The company topped
Fortune’s Most Admired
Companies list every
year from 2008 to 2014

5. Just some Stats!

6. How they Started?
How did they
Achieved this
Global position?

7. Apple Computer
Inc. 1976
The place where
everything started.
It all started back in
1976.
Los Altos, California
Apple I First Product

8. Apple stands for
● Its innovation
● Its design
● Its simplicity
● Its creativity
Steve Jobs
Creativity is just joining
dots

9. Stages which defines the new
product development process.
● Idea Generation
● Idea Screening
● Concept Development
● Market Strategy development
● Business Analysis
● Market testing
● commercialization

10. First breakthrough
Ipod
Grand Success
Iphone

11. Stages in adoption
process of new
product
Awareness
Interest
Evaluation
Trail
Adoption

12. Awareness
In 2007.
First successful breakthrough where more than 10,000
people around the globe were asked about portable digital
devices.
● First iphone was launched.
● Unique in feature
● Always innovating
● According to customer needs
Customer
interest
First Iphone was launched.
● Within 74 days 1 million units has been sold.
● Accessible anywhere, anytime.
● Special features like virtual keyboard, facetime
video calling, faster processor,impressive video
game features
● Access to internet and new updates with
innovative features.

13. New product
Trial
● Many innovative apps within the portable digital
device
● User friendly and simple to users.
● Captured many minds across the globe
● In 2008, introduced many social media apps like
facebook, maps etc. in mobile
● Ipad was a substantial launch in the digital world.
Followed by ipad mini and ipad Air.

14. Adoption in
customers
● 2009,High quality video shooting and
images including high end technology apps.
● 2011, Introduced voice search and
recording features, followed by
development of Siri.
● Many campaigns using the assistant which
explains the product to consumer world.

15. Competitors in business world
For the innovative
technology, the
company may get
a tough
competition from
Google
High price was
the only thought
of their
drawback.
In music it have
competitors like
Sony (Walkman)
But i-tunes
resulted in great
innovation

16. Marketing Channel
Effective channel
where people
can see and feel
the product.
Apple provides a
unique way in
channeling to
market
Initially they were
tied up with Best
Buy and Circuit
City (now
defunct) which
quadrupled its
number of outlet

17. 1.Apple’s product launches over the
past decade have been monumental.
What makes the company so good at
innovation? Is anyone comparable to
Apple in this respect?
● Could easily identify marketing opportunities
● Positive attitude toward innovation
● Ready to take up any risk
● Thorough market research
● Fulfills the consumer needs
● Creative ads

18. How important was the ipod to Apple’s
current success? Discuss the significance of
the iphone and ipad launches to Apple’s new-
product development strategy?
The iPod was responsible for paving the way for other Apple devices and was the first indicator towards Apple’s
success. With its initial launch the company followed the same new-product development process that it still uses for
products like iPhone and iPad. Beginning with idea generation, screening, and concept development and testing, Apple
could make the initial moves to introduce the iPod to the market. Then they applied marketing strategy development,
business analysis, and product development to finalize the launch of the product. Lastly they used market testing and
commercialization to spread product awareness and build a name for their brand.
The iPhone launch to huge consumer excitement based on the previous success ofthe iPod. Launching multiple
generations of the products helps keep the brand and products fresh.

19. It has been a few years since
Apple’s last epic innovation.
What’s next for Apple?
● Initially the company started as a computer manufacturer and gained an initial name in 1990s.
● Apple should continue to its path to look after into its product design innovation and creativity, and the company
should expand its product line with leading edge in innovation.
● Using brainstorm“creative techniques” which includes “attribute listing”, “forced relationships”, “morphological
analysis”, “reverse assumption analysis”, “new contexts”, and “mind mapping”
● Another new-product idea could arise from “lateral marketing”

20. Summary
In the past decade, the company has grown
exponentially in terms of revenue and sales. The
leading edge of this company is its simplicity,
innovation and design. Creating , innovating
producing and launching is a top priority of this
company. With creative marketing support
behind them, these products are the reason
consumers and analysts stay on their toes
awaiting for Apple’s latest product news.
Important Quote
Design is not just what it
looks like and feels like.
Design is how it works.

21. Disclaimer
Created by Tanumoy Ghosh, IIEST Shibpur
During a marketing internship under the guidance of
Prof. Sameer Mathur, IIM Lucknow