The document discusses research objectives, scope, and methodology to understand consumer perception of Apple after Steve Jobs' death and people's response to the iPhone 5. The objectives are to analyze Apple's brand image, awareness, positioning, and threats. The scope covers MUIC students using smartphones and the methodology uses secondary data from websites and a questionnaire. The document also provides background on the smartphone industry and market share, as well as analysis of Apple, Samsung, and Nokia brand elements, portfolios, and marketing strategies. Key findings from the questionnaire indicate high brand awareness and a positive brand image and relationship with Apple.

2. OBJECTIVE, SCOPE AND METHODOLOGY
Objectives
• To find out the perception of people toward
Apple after Steve Job died
– Brand image
– Brand awareness
– Positioning
– Threat
• To find out how people response to iPhone 5
“ Think Different…”

3. Scope
The report will cover among MUIC students that are using smart phone
of any brand and have experience using iPhone of any model
Methodology
The secondary data will be carried out by using the website article that
relate to Apple brand before and after the death of Steve job.
For primary data, our group used questionnaire method
“ Think Different…”

4. INDUSTRY BACKGROUND
• Firstly invented by Ericson in 1997
• The term smart phone is still vague
• Allowing the third party applications to run
• Window, IOS and Android

5. INDUSTRY BACKGROUND
• The common one is Symbian from Nokia
• In year 2000, the market was ruled by Nokia
• In 2006, this is the turning point
• Internet was provided almost entire areas
• Smartphone allows to perform various tasks
• In 2007, Apple launched iPhone

6. MARKET SHARE OF SMART PHONES

7. APPLE BACKGROUND
- 1976, as computer company
- To achieve stellar products and services
- Be the main market leader in music players
- Joined the phone industry with the iPhone
- Market cap larger than Google & Microsoft combined
- Steven P. Jobs >> the Apple's CEO
- Current CEO >> Tim Cook
“ Think Different…”

8. CONSUMER ANALYSIS
Trends
• The high-end models >> selling well
• Many significant online stores
• The gateway to ecosystem
• Women >> white iPhone more
“ Think Different…”

9. CONSUMER ANALYSIS
Motivation
• To listen the music
• To communicate through social network
• To use high-end technology
• Feel trendy and technological wisdom
“ Think Different…”

10. CONSUMER ANALYSIS
Perception
• Circle button below the screen is innovative
• Large screen and have simple design
• High quality >> smooth to touch
• Primary „i‟ >> sound smooth and attractive
• Sensation of being young and trendy
“ Think Different…”

11. CONSUMER ANALYSIS
Segmentation
• One product for a particular purpose
• Middle to high class and in the business of media and design
• Lifestyles of the youth and middle age who living at the locations
• Using the internet and computers
“ Think Different…”

12. CONSUMER ANALYSIS
Behavior
• To improve the image of customers
• One part of their daily lifestyle
• Take them wherever they go
• Most men >> purchase iPod is a necessity
more than most women believes
“ Think Different…”

13. BRAND ELEMENTS
Original logo 1976-1998 1998-2000 2000-2007 Currently
Logo
• Easy to recognize
• Quality and innovative
• One of the most valuable symbol
“ Think Different…”

14. BRAND ELEMENTS
Packaging
Appearance
• Plain but unique
• Black and White
Apple packaging team
Emotional response
• First impression
• Excitement
“ Think Different…”

15. BRAND ELEMENTS
Slogans
iPod classic
“10,000 songs in your pocket."
iPhone 5
“The biggest thing to happen to iPhone since iPhone
MacBook
"MacBook Air. The world's thinnest notebook."
“ Think Different…”

16. BRAND ELEMENTS
POPs
Technology:
Produce in the same manufacturer
(FoxconnCo.Ltd)
Use Samsung touchscreen technology
Price:
Brand Price
iPhone 5 23,000
Samsung s3 22,000
Nokia Lumia 21,500
“ Think Different…”

17. PODs
Retail store: Have its own retail store
(Applestore/iStudio)
ZEN concept
Friendly expert staff
CEO: Steve Job
Tim cook
Recognizable
Operation system:
Perfectly suit with all Apple’s product
iCloud
Reliable
BRAND ELEMENTS
“ Think Different…”

18. BRAND ELEMENTS
Marketing program
• Steve Job show
• Rumor through social media
www.macrumors.com
• Restriction in software update
Forcing the customer to buy new model
• Commercial showing the attribute of theproduct
“ Think Different…”

19. APPLE BRAND PORTFOLIO
Laptop/ Desktop
 MacBook Air
 MacBook Pro
 Mac Mini
 iMac
 Mac Pro
iPod
• iPod shuffle
• iPod Nano
• iPod Touch
• iPod Classic
• Apple TV
“ Think Different…”

20. APPLE BRAND PORTFOLIO
iPhone
• iPhone 2G
• iPhone 3G
• iPhone 3Gs
• iPhone 4
• iPhone 4s
• iPhone5
iPad
• iPad 1
• iPad 2
• The new iPad
• iPad mini
“ Think Different…”

21. BRAND PORTFOLIO ANALYSIS
MacBook White
 Launch to gain the market share of low-end market that
customers who have a low income can purchase this
products
iPhone S type; iPhone 3GS, iPhone 4S
 Apple Inc. launch these product type to gain more revenue from
customers because the past product is in the maturity period
 To extend the time period of products while other brands do not
launch products
iPod Touch
 To capture the market in portable music player
and movie player, which function is similar to
iPhone
“ Think Different…”

22. BRANDING STRATEGIES
Apple Inc. keep creating innovative product
 Product features
 Product Design
 Product Uniqueness
Opening retail store in high-end district
Emotional Connect
 Apple aims for loyal customers
“ Think Different…”

23. BRANDING STRATEGIES
Apple training manual
- Approach customers with a personalized warm welcome
- Probe politely to understand all the customer‟s needs
- Present a solution for the customer to take home today
- Listen for and resolve any issues or concerns
- End with a fond farewell and an invitation to return
“ Think Different…”

24. SAMSUNG BRAND ELEMENT
• Meaning “three stars” (powerful, everlasting)
• Memorable, transferable, unique, and easy to protect
• Able to extension the product categories
“ Think Different…”

25. SAMSUNG BRAND ELEMENT
“ Think Different…”
LOGO

26. SAMSUNG BRAND ELEMENT
SLOGAN
“inspire the world create the
future”
Vision and mission
 “Smart thinking. Simple living”
 “The phone that does it all”
 “Designed for Humans (Inspired by Nature)”
 “Camera reborn”
“ Think Different…”

27. SAMSUNG BRAND ELEMENT
PACKAGING
Plain and classic
Sense of elegant , high end product
Modern and attractive design
Feel excited and feel of value
Similarities
Strong competitive
Very similar theme and look
“ Think Different…”

28. SAMSUNG’S BRAND PORTFOLIO
• TV
• Camera
• Notebook
• Memory
• Accessories
• Home
“ Think Different…”

29. POPS/PODS OF SAMSUNG
POPs
 Try to launch new product
 Try to cover the gap in the market
 Try to gain competitive advantages (brandreputation)
PODs
 Ultramodern product
 Humanizing the product
 Better user experience
“ Think Different…”

30. CURRENT MARKETING PROGRAMS
Superstars (representative) to increase brand
 Media
 Advertisement
 Billboard
 Poster (corner of many roads)
*gain lots of attention from targeted consumers*
“ Think Different…”

31. NOKIA BRAND ELEMENTS
LOGO
“ Think Different…”
Slogan

32. Point-of-Difference
 Sustainable competitive advantage is its global reach accompanied with a
locally tailored presence
 It is going to be hard for the competitors to enter a market like INDIA where
Nokia has established a strong presence
 Durability and Battery endorsement
Point-of-Parity
 With the new operating system, Window phone 8, Nokia shared the same
technology with HTC, Samsung, and Huawei
 Pricing (Nokia Lumia) is slightly different with competitors like iPhone 5 and
Galaxy S3
NOKIA BRAND ELEMENTS
PODS & POPS
“ Think Different…”

33. NOKIA BRAND ELEMENTS
MARKETING PROGRAM
“ Think Different…”
• Advertising – Through TVC, Bill boards, Outdoor Ads, Radio
and display stands
• Personal selling – By product training to Distributor
• Event marketing
• Premiums for loyal customers
• Below-the-Line promotion

34. QUESTIONNAIRE
BRAND AWARENESS

35. 16%
20%
9%
13%
13%
10%
13%
1%
3%
1%
1%
Awareness Level
Apple
Samsung
Blackberry
Nokia
HTC
Sony
LG
Google
Motorolla
Hoawei
I-mobile
Name the brand of smart phones you have heard

36. GIVEN THE PICTURE BELOW, WHAT BRAND DO YOU
THINK OF?
100%
100% recall the picture

37. Is the slogan of which brand?
0 5 10 15 20
Apple
Samsung
Motorolla
Don't know
Apple Samsung Motorolla Don't know
Awareness 9 2 1 18
Awareness

38. QUESTIONNAIRE
BRAND IMAGE

39. To what extend do you feel the following product
characteristics are descriptive of Apple iPhone5?
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
Descriptive
Descriptive

40. How good or bad it is for Apple iPhone5 to have the
following product characteristics?
3.45
3.5
3.55
3.6
3.65
3.7
3.75
3.8
3.85
3.9
3.95
Favourability
Favourability

41. How unique it is for Apple iPhone5 in
term of following product characteristics?
3
3.1
3.2
3.3
3.4
3.5
3.6
3.7
3.8
3.9
4
Uniqueness
Uniqueness

42. QUESTIONNAIRE
BRAND RESPONSE

43. Similar
Not fimilar
Do you think iPhone 5 is similar or
different to existing competitors?
Similar in term of same
function/application with other
brands.
Not Similar in term of : iOS
Design
Application
Brand Image
Uniqueness
Innovation
IOS
Design
Application
Brand image
Uniqueness
Innovation
Similar = 36.67%
Not Similar = 63.33%

44. If you are considering buying new smartphone, assume
all the brand have the same price, how likely would you
buy the following brand
0
1
2
3
4
5
6
7
8
9
10
Brand response
Brand response

45. QUESTIONNAIRE
BRAND RELATIONSHIP

46. If you are considering buying smartphones in 3
months, which brand are you interested?
0
5
10
15
20
25
Brand relationship
Brand
relationship
23 out of 30 of
the applicants
choose iPhone

47. Yes
No
Q15 Would you continue buying the next generation of
iPhone?
76.67 %
23.33%

48. QUESTIONNAIRE
BRAND ASSOCIATION

49. WHEN YOU THINK OF IPHONE 5, WHAT CAM
UP TO YOUR MIND?
3%
10%
10%
10%
25%
15%
15%
13%
“Steve Jobs”
“Function/Design
s”
“Same as iPhone4”
“Innovation”
“Tim Cook”
“Short Battery”
“Fast”
“Expensive”

50. QUESTIONNAIRE
BRAND PERSONALITY

51. Q12 IF IPHONE5 IS A PERSON, TO WHAT
EXTENT DO YOU THINK IPHONE5 WOULD HAVE
THE FOLLOWING PERSONALITIES
4.5 4.6 4.7 4.8 4.9 5 5.1 5.2 5.3
Up to date
Imaginative
Young
Unique
Up to date Imaginative Young Unique
Series1 5.24 5.09 4.9 4.76
Excitement
Total 19.99

52. Q12 IF IPHONE5 IS A PERSON, TO WHAT
EXTENT DO YOU THINK IPHONE5 WOULD HAVE
THE FOLLOWING PERSONALITIES
4.7 4.8 4.9 5 5.1 5.2 5.3 5.4
Upper class
Charming
Good looking
Upper class Charming Good looking
Series1 5.3 4.94 5.3
Sophistication
Total 15.54

53. Q12 IF IPHONE5 IS A PERSON, TO WHAT
EXTENT DO YOU THINK IPHONE5 WOULD HAVE
THE FOLLOWING PERSONALITIES
4.4 4.6 4.8 5 5.2 5.4 5.6
Reliable
Intellegence
Technical
Leader
Reliable Intellegence Technical Leader
Series1 4.86 5.47 5.37 5.24
Competence/Capability
The result from this question is that the competence of an iPhone 5 is
the most rated from respondents , which the Total is 20.94

54. COMPETITOR ANALYSIS
• Compete with many brands.
• Technology, smart phones and computer industry
• Differentiate, modern design and products
• 3 main competitors in market; Blackberry, Nokia, Samsung and
“ Think Different…”

55. BLACKBERRY
• Research in motion (RIM) firm
• Focus on B2B industry
• Emphasize on usage within a company
Eg. Big keyboard buttons
• Sales increase in small portion until year 2005-2011
(1,350 million – 19,907 million)
• Due to the change to B2C
• Start to decline after “Hamburger crisis” in year 2009
• Apple launch iPhone 4 in 2010, create impact to RIM
• Takes the sales and market share from Blackberry
“ Think Different…”

56. NOKIA
• Use to be the world’s leader in mobile phones
• Enjoy the highest market share for more than 10 years
• “Symbian”
• In year 2008, Nokia suffer from declining market share
New competitors ( iPhone, Blackberry, etc)
New technological advance ( Android and IOS)
• Stock price drop from $40 (2007) – $2 (2012)
• Join with Microsoft, end of “Symbian Era” beginning of “Window
Phone”
Develop “Nokia Lumia”
• Did not success in market
“ Think Different…”

57. SAMSUNG
• Major competitor of Apple in mobile phone industry
• Highest sales and market share in 2012
• Serve every types of consumers
Low cost mobile phones – High technology smart phones
• First smart phone…Galaxy S1
• Small gap of sales and market share between Samsung and Apple
Sales volume Market share
Samsung 42.2% 29.1%
Apple 35.1% 25.2%
• Apple generate more sales in terms of margin
Still have potential to compete and gain back market share
• Not only smart phone industry, computer industry as well
“ Think Different…”