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Etude marketing apple_2...

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Etude marketing apple_2...

  1. 1. ADH 2009 Fanny, Séverine, Marina, Xavier, Magali ETUDE MARKETING LA DIFFÉRENCE D’ APPLE
  2. 2. PLAN Introduction Historique Positionnement Le Mix marketing selon Apple • Produit : la gamme • L’innovation • Prix et concurrence • Communication / Promotion • La distribution Conclusion
  3. 3. INTRODUCTION Des produits à succès Communication ultra maitrisée
  4. 4. HISTORIQUED’un début hasardeux à une réussite programmée
  5. 5. HISTORIQUE La rencontre de Steve Jobs et Steve Wozniak Les débuts de l’entreprise Apple Cycle de la firme allant de réussites en échecs
  6. 6. 1976 : L’APPLE 1
  7. 7. EVOLUTION DES LOGOS D’APPLE
  8. 8. 1998 marque le tournant d’Apple
  9. 9. 2002 : Un iMac qui semble flotter dans l’air
  10. 10. 2004 : l’i Pod Mini
  11. 11. POSITIONEMENT La différence par le design et la couleur
  12. 12. LE PRODUIT Premier fer de lance : l’ordinateur Logiciels et système d’exploitation pour mac Lecteur de mp3 : l’Ipod Portail de téléchargement de musique : I tunes La téléphonie : l’Iphone
  13. 13. INNOVATION Ordinateur : création d’un ordinateur de taille réduite Mac OS X : système d’exploitation simple d’utilisation I pod : miniaturisation du lecteur mp3 I tunes : obligation de téléchargement via itunes pour pouvoir écouter sur ipod I phone : écran tactile, internet de poche
  14. 14. La simplicité d’utilisation
  15. 15. LE PRIX ET LA CONCURRENCE Une politique de prix très élevés Une politique d’écrémage
  16. 16. LA CONCURRENCE
  17. 17. COMMUNICATION / PROMOTION
  18. 18. APPLE ON CAMPUS
  19. 19. LA DISTRIBUTION L’Apple store Le Design de la boutique Les Ouvertures « évènements » Le Genius Bar un concept à part
  20. 20. APPLE STORE CHICAGO
  21. 21. APPLE STORE NEW-YORK, 5ÈME AVENUE
  22. 22. CONCLUSION Une histoire mouvementée pour une société pas banale Modèle décortiqué dans les écoles de commerce Une image positive auprès des consommateurs Plus cher que ses concurrents en entretenant l’image du "gentil".

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