These slides shows us a slight insight into the marketing practices adopted by Apple Inc. which have been essential towards building the world's most valuable brand.

1. WHY DOESN’T THIS
APPLE FALL?

2. Founded in April 1976 by Steve Wozniak and Steve
Jobs in an unused garage

3. They
subsequently
introduced the
8-bit fully
functional
home computer
Apple II in 1977

4. It became
one of the
first
highly
successfu
l
commerci
a-lly
produced
micro
computer

5. Today Apple Inc. has a market
capitalization of around $700 Billion
and net annual
profit of around $ 50

6. So what is the
reason behind
the exponential
increase in this
brand’s
popularity and
success?

7. ESTABLISHING COMPETETIVE
ADVANTAGE THROUGH BRAND AND
PRODUCT STRATEGY

8.  They clearly defined and communicated their
points of differences( POD’s)
 Adopted an extremely effective brand
positioning strategy
 Created user friendly products with attention
to detail when it comes to design

9. INTRODUCING
DIRUPTIVE
PRODUCTS IN
THE MARKET

10. The iPod completely revolutionized
the portable music devices market.
It changed how people
listened to music. The
iTunes Store changed how
people bought music and
gave a lot of upcoming
musicians a platform to
showcase their talent

11. The iPhone has been
the biggest success
of Apple till date due
to it’s easy user
interface combined
with an Aluminium
structure which gives
it a premium feel
along with an
extremely
sophisticated and
advanced software
system.

12. The iMac runs on exclusive
Apple software and runs
applications from the Apple
The sleek metal-based aesthetics of a MacBook
also signals a sense of uniformity when used
alongside the iPhone. The user interface of these
consumer electronic devices also employs the
same functional and design principles centred on
simplicity thereby creating a strong sense of
familiarity.

13. MAINTAINING BRAND
IMAGE THROUGH
PREMIUM PRICING
STRATEGY

14.  Premium pricing is also part of the marketing strategy of
Apple
 Apple products are luxury goods because of their high
price points and consumers of luxury good are willing to
pay extra in order to maintain a sense of indulgence or a
status symbol Apple products are relatively
expensive when compared with
similar products from

15. CREATING AND
SUSTAINING BRAND
LOYALTY THROUGH
COMPLIMENTARY
PRODUCTS

16. Because each product complements
another product, consumers would
usually choose to stick with the Apple
Apple
products
create a
halo effect.

17. ADOPTING
INNOVATIVE
MARKETING
STRATEGIES

18. Apple’s “I’m a Mac vs I’m a PC”
ads have been hugely popular
The cool guy who
is relaxed and
composed is a
mac vs the
clumsy guy which
is not very
fashionable
represents a PC
thus commenting
on the superior

19. LET’S
RECAPITULA
TE

20.  ESTABLISHING THE COMPETITIVE
ADVANTAGE OF THROUGH PRODUCT
AND BRAND STRATEGY
 MAINTAINING BRAND IMAGE THROUGH
PREMIUM PRICING STRATEGY
 INTRODUCING DIRUPTIVE PRODUCTS IN
THE MARKET
 CREATING AND SUSTAINING BRAND
LOYALTY THROUGH COMPLIMENTARY
PRODUCTS
 ADOPTING INNOVATIVE MARKETING
STRATEGIES

21. DISCLAIMER
CREATED BY SHARAD KOTHARI, DTU, DURING A
MARKETING INTERNSHIP UNDER PROF. SAMEER
MATHUR, IIM LUCKNOW