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“You can't just ask customers what they want and then try to give
that to them. By the time you get it built, they'll want something
new”
STEVE JOBS
APPLE
INTRODUCTION
APPLE IS KNOWN FOR:-
1. IT’S INVENTIONS TO MARKET.
2. IT’S BRAND EQUITY IN MARKET.
3. QUALITY AND VALUE DELIVER TO CUSTOMERS.
APPLE IS AN AMERICAN MNC.WORLD’S
SECOND LARGEST INFORMATION
TECHNOLOGY BY 2014 JUNE APPLE HAS 425
RETAIL STORES IN 14 COUNTRIES.
NEW PRODUCT OPTIONS
MAKE OR BUY:
* A company can add new products through
acquisition or development.
* Includes introduction of new products in new
markets which increase the growth of company.
* Revision of existing products.
CHALLENGES IN PRODUCT
DEVELOPMENT
• INNOVATION IMPERATIVE
Must have constant innovation and improvement.
• INCREMENTAL INNOVATION
Tweaking existing products for new customers.
MISSION STATEMENT
APPLE IS COMMITTED TO BRINGING THE BEST
PERSONAL COMPUTING EXPERIENCE TO
STUDENTS,EDUCATORS,CREATIVE
PROFESSIONALS AND CONSUMERS GLOBALLY
THROUGH INNOVATIVE HARDWARE,SOFTWARE
AND INTERNET OFFERINGS
MANAGING THE DEVELOPMENT
PROCESS
• GENERATING IDEAS
• INTERACTING WITH EMPLOYEES.
• INTERACTING WITH OUTSIDERS.
• STUDYING COMPETITORS
• ADOPTING CREATIVITY TECHNIQUES.
APPLICATIONS OF CREATING
VALUE
• MARKETING DEBATE
WHOM SHOULD YOU TARGET WITH NEW PRODUCTS?
 INTENSIVE RESEARCH IS THE ONLY WAY TO DEVELOP
SUCCESFULL NEW PRODUCTS.
• MARKETING DISCUSSION
PRODUCT INNOVATIVENESS
 FIVE CHARACTERISTICS OF AN INNOVATION :RELATIVE
ADVANTAGE,COMPATIBILITY,COMPLEXITY,DIVISIBILITY AND
COMMUNICABILITY.
CONSUMER ADOPTION
PROCESS
AWARENESS
INTEREST
EVALUATION
TRAIL
ADOPTION
6 REASONS OF APPLE’S SUCCESS:-
1. FOR ANY PRODUCT THAT APPLE CREATES,THE PEOPLE WHO CREATE IT HAVE TO
WANT IT THEMSLEVES.
2. THE PRODUCTS HAVE TO BE EASY TO USE,AS APPLE TERMS IT AS “ULTIMATE
SOPHISTICATION”.
3. KEEP THINGS SIMPLE.
4. OFFER GREAT CUSTOMER SERVICE AND IN-STORE EXPERIENCES.
5. APPLE ONLY MAKES A PRODUCT IF APPLE CAN DO IT BETTER.
6. APPLE STAY’S AT LEAST 2 YEARS AHEAD OF IT’S COMPETITORS.
• UNIQUE PRODUCT INNOVATION
• INCREMENTAL INNOVATION
• RELIABLE TO CUSTOMERS
APPLES PRODUCTS HAVE
BEEN MONUMENTAL
FACTORS THAT MAKE COMPANY GOOD
AT INNOVATION:-
1. IT COULD IDENTIFY NEW OPPORTUNITY IN
MARKET.
2. READY TO TAKE RISKS.SINCE IT HAS GOOD
BRAND VALUES ,SOME NEW PRODUCT FAIL MAY
NOT MAKE GREAT DAMAGE.
3. MARKET RESEARCH AND CUSTOMER DEMAND
IS STUDIED WELL AND PRODUCTS ARE MADE
ACCORDINGLY.
4. R&D EXPENDITURE IN 2013 IS $4.5 BILLION,
WHICH IS EXTREMELY HIGHER THAN OTHER
COMPETITORS IN THE MARKET.
• BY 2009,IPOD SALES HAD TOPPED $8 BILLION,
AND BY 2010 MORE THAN 250 MILLION HAD
BEEN SOLD WORLDWIDE.
• IPHONE,WITH ITS TOUCH-SCREEN PAD,VIRTUAL
KEYBOARD, AND INTERNET AND EMAIL
CAPABILITIES ,THR IPHONE LAUNCHED TO HUGE
CONSUMER EXCITEMENT.
• MARKETING ,A MEDIA FRENZY HELPED APPLE
LAUNCH THE IPAD,A MULTI TOUCH DEVICE THAT
COMBINES THE LOOK AND FEEL OF THE IPHONE
WITH THE POWER OF A MACBOOK.
APPLE ALWAYS WANTS TO INTRODUCE NEW PRODUCTS
WHICH COULD MAKE ITS CUSTOMERS MORE ACCESSIBLE
TO INTERNET AND THEIR NEEDS.
• APPLE HAVE PROVED ITS ART AND SKILLS IN PROVIDING
PRODUCTS THAT ARE EQUAL TO COMPUTER SUCH AS
INTENET,GAMING,APP STORES AND OTHER USEFUL
APPLICATIONS.
• AND THEY HAVE SHOWN OTHERS HOW TO MAKE PRODUCTS
THAT ARE USEFUL TO CUSTOMERS,AFTER IPAD IS RELEASED
RELEVANT PRODUCTS ARE MADE BY OTHER COMPANIES.
• IPAD HAD IMPROVED MARKET SEGMENT OF APPLE ,SO
SIMILARLY IT NEED TO LOOK FOR NEW PRODUCTS IN NEW
FIELD.
IT HAS BEEN A FEW YEARS SINCE APPLE’S
LAST EPIC INNOVATION.WHAT’S NEXT FOR
APPLE?
• NEW FIELD,SUCH AS AR & VR AUGMENT REALITY.
• WHEN APPLE INTRODUCED APPLE WATCH,THEY
GOT 12 MILLION SALES IN FIRST YEAR,SO MAY BE
THEY DIG MORE DEEP INTO THIS FOR FUTURE.
• APPLE MAY THINK OF IMPROVING MORE
HANDHELD DEVICES AND ALSO CONTINUE
SMARTPHONES.
DISCLAIMER
CREATED BY ABHINAV SAHNI,DAV
COLLEGE(CHANDIGARH) DURING A MARKETING
INTERNSHIP BY PROF.SAMEER MATHUR,IIM LUCKNOW.

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Apple

  • 1. “You can't just ask customers what they want and then try to give that to them. By the time you get it built, they'll want something new” STEVE JOBS APPLE
  • 2. INTRODUCTION APPLE IS KNOWN FOR:- 1. IT’S INVENTIONS TO MARKET. 2. IT’S BRAND EQUITY IN MARKET. 3. QUALITY AND VALUE DELIVER TO CUSTOMERS. APPLE IS AN AMERICAN MNC.WORLD’S SECOND LARGEST INFORMATION TECHNOLOGY BY 2014 JUNE APPLE HAS 425 RETAIL STORES IN 14 COUNTRIES.
  • 3. NEW PRODUCT OPTIONS MAKE OR BUY: * A company can add new products through acquisition or development. * Includes introduction of new products in new markets which increase the growth of company. * Revision of existing products.
  • 4.
  • 5. CHALLENGES IN PRODUCT DEVELOPMENT • INNOVATION IMPERATIVE Must have constant innovation and improvement. • INCREMENTAL INNOVATION Tweaking existing products for new customers.
  • 6. MISSION STATEMENT APPLE IS COMMITTED TO BRINGING THE BEST PERSONAL COMPUTING EXPERIENCE TO STUDENTS,EDUCATORS,CREATIVE PROFESSIONALS AND CONSUMERS GLOBALLY THROUGH INNOVATIVE HARDWARE,SOFTWARE AND INTERNET OFFERINGS
  • 7. MANAGING THE DEVELOPMENT PROCESS • GENERATING IDEAS • INTERACTING WITH EMPLOYEES. • INTERACTING WITH OUTSIDERS. • STUDYING COMPETITORS • ADOPTING CREATIVITY TECHNIQUES.
  • 8. APPLICATIONS OF CREATING VALUE • MARKETING DEBATE WHOM SHOULD YOU TARGET WITH NEW PRODUCTS?  INTENSIVE RESEARCH IS THE ONLY WAY TO DEVELOP SUCCESFULL NEW PRODUCTS. • MARKETING DISCUSSION PRODUCT INNOVATIVENESS  FIVE CHARACTERISTICS OF AN INNOVATION :RELATIVE ADVANTAGE,COMPATIBILITY,COMPLEXITY,DIVISIBILITY AND COMMUNICABILITY.
  • 10. 6 REASONS OF APPLE’S SUCCESS:- 1. FOR ANY PRODUCT THAT APPLE CREATES,THE PEOPLE WHO CREATE IT HAVE TO WANT IT THEMSLEVES. 2. THE PRODUCTS HAVE TO BE EASY TO USE,AS APPLE TERMS IT AS “ULTIMATE SOPHISTICATION”. 3. KEEP THINGS SIMPLE. 4. OFFER GREAT CUSTOMER SERVICE AND IN-STORE EXPERIENCES. 5. APPLE ONLY MAKES A PRODUCT IF APPLE CAN DO IT BETTER. 6. APPLE STAY’S AT LEAST 2 YEARS AHEAD OF IT’S COMPETITORS.
  • 11.
  • 12. • UNIQUE PRODUCT INNOVATION • INCREMENTAL INNOVATION • RELIABLE TO CUSTOMERS APPLES PRODUCTS HAVE BEEN MONUMENTAL
  • 13. FACTORS THAT MAKE COMPANY GOOD AT INNOVATION:- 1. IT COULD IDENTIFY NEW OPPORTUNITY IN MARKET. 2. READY TO TAKE RISKS.SINCE IT HAS GOOD BRAND VALUES ,SOME NEW PRODUCT FAIL MAY NOT MAKE GREAT DAMAGE. 3. MARKET RESEARCH AND CUSTOMER DEMAND IS STUDIED WELL AND PRODUCTS ARE MADE ACCORDINGLY. 4. R&D EXPENDITURE IN 2013 IS $4.5 BILLION, WHICH IS EXTREMELY HIGHER THAN OTHER COMPETITORS IN THE MARKET.
  • 14.
  • 15.
  • 16. • BY 2009,IPOD SALES HAD TOPPED $8 BILLION, AND BY 2010 MORE THAN 250 MILLION HAD BEEN SOLD WORLDWIDE. • IPHONE,WITH ITS TOUCH-SCREEN PAD,VIRTUAL KEYBOARD, AND INTERNET AND EMAIL CAPABILITIES ,THR IPHONE LAUNCHED TO HUGE CONSUMER EXCITEMENT. • MARKETING ,A MEDIA FRENZY HELPED APPLE LAUNCH THE IPAD,A MULTI TOUCH DEVICE THAT COMBINES THE LOOK AND FEEL OF THE IPHONE WITH THE POWER OF A MACBOOK. APPLE ALWAYS WANTS TO INTRODUCE NEW PRODUCTS WHICH COULD MAKE ITS CUSTOMERS MORE ACCESSIBLE TO INTERNET AND THEIR NEEDS.
  • 17. • APPLE HAVE PROVED ITS ART AND SKILLS IN PROVIDING PRODUCTS THAT ARE EQUAL TO COMPUTER SUCH AS INTENET,GAMING,APP STORES AND OTHER USEFUL APPLICATIONS. • AND THEY HAVE SHOWN OTHERS HOW TO MAKE PRODUCTS THAT ARE USEFUL TO CUSTOMERS,AFTER IPAD IS RELEASED RELEVANT PRODUCTS ARE MADE BY OTHER COMPANIES. • IPAD HAD IMPROVED MARKET SEGMENT OF APPLE ,SO SIMILARLY IT NEED TO LOOK FOR NEW PRODUCTS IN NEW FIELD.
  • 18. IT HAS BEEN A FEW YEARS SINCE APPLE’S LAST EPIC INNOVATION.WHAT’S NEXT FOR APPLE?
  • 19. • NEW FIELD,SUCH AS AR & VR AUGMENT REALITY. • WHEN APPLE INTRODUCED APPLE WATCH,THEY GOT 12 MILLION SALES IN FIRST YEAR,SO MAY BE THEY DIG MORE DEEP INTO THIS FOR FUTURE. • APPLE MAY THINK OF IMPROVING MORE HANDHELD DEVICES AND ALSO CONTINUE SMARTPHONES.
  • 20.
  • 21. DISCLAIMER CREATED BY ABHINAV SAHNI,DAV COLLEGE(CHANDIGARH) DURING A MARKETING INTERNSHIP BY PROF.SAMEER MATHUR,IIM LUCKNOW.