The document summarizes two Apple marketing campaigns: 1) The 1997 "Think Different" campaign featuring a voiceover by Richard Dreyfuss, which aimed to prove Apple was still innovative after market share fell. 2) The 2002 "Switchers" campaign starring filmmaker Errol Morris, which targeted 95% of computer users and sought to change perceptions of Apple through real stories of people switching to Mac from PC. Both campaigns helped boost Apple's market share against competitors like Dell, IBM, and Microsoft.

1. APPLE CASE LET
Narsing
Chaitanya
Sriram
Hemanth
Alekhya

4. HISTORY OF APPLE LOGO!

5. APPLE
“THINKDIFFERENT”

7. BACKGROUND – FACTS
• Think Different – September 28 1997 - $90 Million
• Produced by TBWAChiatDay
• First spot featured by voiceover by actor Richard Dreyfuss
• AD was collaborative work by Jobs and Lee Clow
TARGET MARKET
• Designers and Desktop Publishers
• Educators and Students and
• Home Users
• To prove that we as company are still here and will fight for brand!

8. COMPETITION
• Dell, Compaq and IBM
• Market share fell to 2.8%(1997) from 14% (1993)
• IBM – “Solutions for small planet” $140 Million
• Dell – “BE Direct” $60 Million
• Compaq- $50 Million
• Microsoft – “Where do you want to go today”!

9. MARKETING STRATEGY
• Was to stop acting like a computer company and start
acting like a company dedicated to creative thinking!
• ‘Think different’ celebrates the soul of the apple brand-
that creative people with passion can change the world for
the better.

10. OUTCOME- RESULTS

11. APPLE
SWITCHERS
CAMPAIGN

13. BACKGROUND – FACTS
• Products looked up were eMac, OS X Operating System,
G4 Processor, iPod and a new flat screen monitor.
• Market share held was only 5% in US and 2-3 %
Worldwide.
• Executed by TBWAChaitDay - $75 Million
• Hired Errol Morris !
• First aired on June 10 2002
• 51 new Apple Stores were opened!

14. TARGET MARKET
• 95 % of Computer users!
• Those 10000 who write to us Daily
• Myth of apple being a brand only for those
who have already used a PC
• Favorable response : 30-39 year olds 23%
• Worst Response : 47% - 18-24 year olds

15. COMPETITION
• MICROSOFT! 93% Share in Operating Systems
• Countering Microsoft website featured real stories of
people who switched to Microsoft for Macintosh.
• HP Compaq market leader with 16% Share
• Dell with 15.7% Share

16. MARKET STRATEGY
• Wanted to take real stories and make people believe.

17. RESULTS – OUTCOMES