Apple introduction, 4 P strategies, Parameters, PLC, Swot Analysis, Competitor analysis, Social media happening, BCG analysis, Product Line, Assortment Mix, Promotion, 3 point marketing Philosophy, price combat

1. By Group10 :
Ritu Raj, Abhishek Vyas, Aditya
Sharma, Kunal Mittal, Manali Mhatre,
Priyanka Singh
MARKETING
MANAGEMENTiphone

2. • American Multinational technology company
• Founded : 1 Apr 1976 in US
• Headquarters : Cuputino, California
• Develops and sells consumer electronics, computer software and
online services
• Customer care : 000 800 1009 009
• Founders : Steve jobs , Steve Wozniak , Ronald Wayne
• Number of locations : 498 Retail Stores
• Area Served : World Wide
• Ninth Largest company by revenue
• Key people : Tim cook (CEO) , Jeff Williams (COO)

3. Think Different

4. In April 2003, at the “all things digital” executive conference. Jobs expressed his belief’s that tablet PC’s
and traditional PDAs were not good choices as high demand markets for apple to enter, despite receiving
many requests for apple to create another PDA. He believed that cell phones were going to become
important devices for portable informaton access .So, on September 7, 2005 “apple and Motorola released
the ROKR E1, the first mobilephone to use iTunes but later Ed Zander (the CEO of Motorola at the
time) "inspired" Steve Jobs with Moto’s multimedia (e.g., iTunes) + smartphone product concept . As a
result, Apple gained a new product concept, called "iPhone", while Motorola walked away with a limited
version of iTunes for Rokr / Slvr.
Inception

5. Product
innovation
PLC
Price
Price policy
Launching price
Promotion
Advertising
Public relations
3-point marketing philosophy
Place
Channels
Number of intermediaries
• 4 p’s

6. Fast product life cycles
Spectacular promotions and introductions
High quality
Premium pricing
Highly innovative product
task

7. Product life cycle is the cycle showing how a product behaves at different stages of its life it is very
useful from the marketing prospective because it helps in taking very important decisions regarding
the price policy, promotions and distribution. And also tells what to do at different sitautions. Apple, for
example, has considerably distorted the usual curve. Apple's products are typically introduced with
great fanfare and sales immediately skyrocket, level off and abruptly decline as the next model is
introduced in about a year. This is a marvelous approach for companies that can attain the status of a
fashion icon. However, the approach carries a certain risk; in the event of a quality defect, the firm's
reputation can be severely damaged for many years. Microsoft demonstrated this with Windows Vista.

8. BCG MATRIX – Apple .inc

9.  2005 – ROKR
 2006 –
 2007 – iphone 1st generation
 2008 – iphone 3G
 2009 – iphone 3GS
 2010 – iphone 4
 2011 – iphone 4s
 2012 - iphone 5
 2013 - iphone 5s,iphone 5c
 2014 - iphone 6/ 6 plus
 2015 - iphone 6s/6s plus
 2016 - iphone SE, iphone 7/7 plus

11. Promotion
 First advertisement of iphone titled “HELLO” aired during the 79th Academy awards on 25
February 2007 on ABC.
 It focus on 3 point marketing philosophy
 It ensures its customer to be the first to enjoy upcoming innovations
 Its customer to be ahead of every thing.
 Focuses over features of product
 Introductory advertisements
 Always about its new launch

12. 1.Empathy – We will truly understand their [customer] needs better than any other
company.
2.Focus – In order to do a good job of the things we decide to do, we must eliminate all of
the unimportant opportunities.
3.Impute – People DO judge a book by its cover. We may have the best product, the highest
quality, the most useful software, etc.; if we present them in a slipshod manner, they will be
perceived as slipshod; if we present them in a creative, professional manner, we
will impute the desired qualities.
3-Point marketing philosophy

13. Price
Apple uses a retail strategy called “minimum advertised price” (or MAP). Minimum advertised
pricing policies prohibit resellers or dealers from advertising a manufacturer's products below a
certain minimum price. MAP is usually enforced through marketing subsidies offered by a
manufacturer to its resellers.
To combat this pricing pressure, Apple inevitably recommend introducing a lower
priced version — a fighter brand — which competes with new entrants and serves price
sensitive customers. With the 5C in place as a fighter brand, the 5S is now better
positioned to customers who highly value the handset and can continue to command a
premium.
Price combat

17. STRENGTHS
 BRAND EQUITY
 CUSTOMER LOYALTY
 AMAZING SOFTWARE AND OS
WEAKNESSES
 RESTRICTION ON PHONE
 NO VARIETY
 NO STEVE JOBS ANYMORE

18. OPPORTUNITIES
 CONTINUED TECHNOLOGICAL
ADVANCEMENT
 MORE DEPENDENCY ON
DIGITIZATION
 GEOGRAPHIC EXPANSION
THREATS
 ANDROID
 SAMSUNG

21. On August 24, 2012 the jury returned a verdict largely favorable to Apple. It
found that Samsung had willfully infringed on Apple's design and utility
patents and had also diluted Apple's trade dresses related to the iPhone.
The jury awarded Apple $1.049 billion in damages and Samsung zero
damages in its counter suit.

22. EXAMPLE OF INFRINGEMENT

25. Odd yet effective
2016, embraced social media
Zero activity
No social media addressing of problems