This document outlines 7 key strategies that Apple uses for its marketing: 1) Ignore critics and focus on building desired products, 2) Turn ordinary products into beautiful ones, 3) Justify higher prices with superior features, benefits, and constant innovation, 4) Communicate using language customers understand without technical terms, 5) Extend the customer experience through packaging and unboxing, 6) Build a loyal fan base or "tribe", and 7) Become synonymous with the product category through branding. It also discusses Apple's shift from comparative ads against Microsoft to highlighting reasons customers will love Macs.

1. 7 Key Strategies That You Must Learn
From Apple’s Marketing
Presented by:
Rubina Isidore
Vibhavari Musale

2. By Steve Jobs …….
“Design is not just what it looks like and feels
like. Design is how it works.“
“The aesthetic, the quality, has to be
carried all the way through.”

3. The Brand Associations of
Apple
Expensive
Innovative
Creative
Stylish
Trendy

4. 1. Ignore Your Critics
Apple decides to flip the script and instead
focus on building what they want to build
If you listen to others you will lose your own
creativity. Critics are meant to pull you
down….
You know what is your aim and how to
achieve it. Have a never turn back attitude

5. 2. Turn the ordinary into
something beautiful
 iMac
Iphone

6. 3. Justify your Price
 Charge 2x more than the competitors
 Four reasons :
1. They build beautiful products for an
audience that loves them passionately.
2. They justify their price with features and
benefits that can’t be matched.
3. Kaizen – Continuous Improvement
4. Constant Innovation and out of the box
thinking to enhance customer delight

7. 4. Communicate in the
Language of Your Audience
Never use technical words that people
won’t understand
Talk only in terms of behavior of the
consumer and emotional appeal that he
would get while using the product
Phrases like “retina display,” and “LED
backlighting (website)
http://www.apple.com/iphone/

8. 5. Extend the Experience
 Retain the customer by delighting him
 Unboxing the Apple I-Phone is a delightful
experience for the customer
 Unboxing of Apple
 Customer Delight
 Sophisticated wrapping and extending
customer experience while unboxing the Apple
I-phone
 http://www.youtube.com/watch?v=H9YY-
QBb7kU

9. 6. Build a Tribe
Apple has built one of the most hardcore
fan bases of any product and of any time.
There’s a reason they’re called “fan boys.”

10. 7. Become “The Name”
 Not MP3 but Ipod
 Not any phone but an Iphone

11. Apple’s Campaign – From Get
a Mac to Why you will Love a
Mac
 A shift from comparison with Microsoft to
giving a reason for the customer to buy a
Mac and not shift to Microsoft
 Get a Mac – Focus on comparison with
Microsoft products and didn’t highlight their
strength
 Why you’ll love a Mac – Giving a reason for
the customer to switch from other brands to
an Apple Mac computers and laptops by
highlighting your features….

12. “Be a yardstick of Quality…… “
- Steve Jobs