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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 planning to online marketing, to channel and distribution strategies.

Published in: Technology, Business
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Think Different: The Decade of Apple

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