This case study of Apple is made according to the emerging trends in marketing showing the AIDA model, features, attribute and benefits of Apple, Porter's five forces on Apple, brand portfolio of Apple, mind mapping of Apple, And Apple's net sales by products.

4. APPLE CASE STUDY
GROUP 1:
ANIL
BISWA
MOUKTIK
SAPTARSHI
TRIPTI
VAISHALI

7. A = Attention (Awareness): attract the attention of the customer.
I = Interest: raise customer interest by focusing on and demonstrating advantages and benefits (instead of focusing on features, as in traditional
advertising).
D = Desire: convince customers that they want and desire the product or service and that it will satisfy their needs.
A = Action: lead customers towards taking action and/or purchasing.
AIDA is an acronym used in marketing that describes a common list of events that are very often
undergone when a person is selling a product or service:
AIDA

9. BRAND PORTFOLIO
Apple includes different technological brands, with premium
pricing strategy. All the brands are very successful in the
market, especially the IPod, I phone, I pad, Mac book. Apple
always focuses on innovation and new design and with the
little time they launch new model in their brands to keep
their brand on the top.

10. On October 23, 2001-the iPod
CPU: Samsung ARM and Apple A4
5 GB hard drive that put "1,000 songs in
pocket”
New technology: spintronics
Initially , iPod software only worked with Mac
OS;
from 2nd generation onwards works
with Microsoft Windows also
Apple's iTunes Store was introduced, offering
online music downloads for $0.99 a song and
integration with the iPod.
iPOD

11. A convergence of an Internet-
enabled smartphone and iPod.
iOS, (formerly iPhone OS)- scaled down
version of OS X
3.5-inch (89 mm) touch screen display,
4, 8, or 16 GB of memory,
Bluetooth, and Wi-Fi
iPHONE

12. Tablet PC
Released on April 3, 2010
Processor: A4
256 MB RAM
Bluetooth n Wi-Fi
sold more than 300,000 units
on that day and reaching
500,000 by the end of the first
week.
iPAD

14. 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2002 2004 2006 2007 2008 2009
Apple's net sales by product category
software, service and other sales
service
software
hardware
Iphone
other music product
Ipod
macintosh

15. FEATURES
Designs better products.
Easy to use graphic user interface
Great customer services and in store
experience
Simplicity.
Security encryption
ATTRIBUTES
Compact product design
Cloud services
Sensible screen sizes
Superior touch
Exclusiveness
BENEFITS
High aesthetic value
Replacement of products with defect
Replacement of products with defect
Integration with other Apple devices
APPLE FAB

16. CONSUMER PERSONA

17. MENTAL MAP

18. 1. BUSY BINOD
• Age: 28-35
• Income: Above Rs 15 lakhs
• Personality and behaviour: Professionals,
busy,travels a lot, uses email, reads journals
and newspapers online, health conscious
• Preference: Easy to use, sturdy, security
• Requirement: efficient, branded, sleek,
portable
• Channel interaction: corporate magazines,
online advertisements
• Interacts with: colleagues, workplace friends,
peers

19. 2. SPOILT SUNNY
• Age: 15-20
• Income: belongs to upper middle class
family
• Personality & Behaviour: pampered,
show-off, brand freak, tech savvy
• Preference: wants recognition, goes
partying, spends on shopping
• Requirement: Cool product, excellent
GUI, stylish
• Channel interaction: Social media
campaign, celebrity endorsement
• Interacts with: family and friends

20. 3. AMBITIOUS ANKIT/ANKITA