The document outlines Apple's journey as the world's largest technology company, emphasizing its innovation strategies, strong brand image, and customer loyalty. It discusses the success of key products such as the iPod, iPhone, and iPad, and highlights the company's marketing tactics and SWOT analysis. The document concludes with insights into Apple's future innovations including Apple TV and iWatch.

1. APPLE –A CASE OF
INNOVATION AND
SUCCESS

2. APPLE
• World’s largest technology company in terms of revenue
• Founded by Steve jobs, Steve Wozniak, and Ronald Wayne
• Apple products:

5. How apple achieve
such success?
• INNOVATION
• UNIQUE SELLING PROPORTION
• SIMPLE TO USE

6. CONNECT WITH EMOTIONS

7. MANAGING DEVELOPMENT PROCESS

8. STRENGTHS WEAKNESS
OPPORTUNITY THREAT
APPLE’S MARKETING STRATEGY
(SWOT ANALYSIS)

9. STRENGTHS
• STRONG BRAND
IMAGE
• CUSTOMER LOYALITY
• CUSTOMER SERVICE
• R&D
• ADVERTISING
WEAKNESS
• PATENT
INFRINGEMENT
• COST COMPETITIVE
PRODUCTS
• LEADERSHIP CRISIS
AFTER DEATH OF
STEVE JOBS

10. OPPORTUNITY
• GROWING MARKETS
IN DEVELOPING
NATIONS
• BRAND AWARENESS
THREAT
• INTENSE
COMPETITION
• UNCERTAIN
ECONOMIC
CONDITION
• THREAT OF
CONTINUING
INNOVATION

11. Stages of adoption strategy
• Apple created campaign using ‘hello’ as
tagline to create awarenessAwareness
• It incrementally added new features that
stimulated awarenessInterest
• Creating awareness and interest through
advertising, it was considered to be evaluatedEvaluation

12. Stages of adoption strategy
• Apple provided various trial features for iTunes
• Also, it provided basic in-built apps in its
product for customer trial.Trial
• Video shooting and high quality photography
features were added
• Added Siri and other features after consumer
adoption and acceptance of product
Adoption

13. INNOVATION ADOTION LIFECYCLE

14. Case study
questions
Let’s understand more about Apple’s
success and future

15. What makes Apple so good at
innovation? Is anyone comparable to
Apple in this respect?
• Incremental innovation
• Cross functional teams
• Pull(advertising) and Push(adding mass
electronic retailer) marketing
• Innovation imperative
• Own operating system

16. In mobile segment, other companies like
Samsung, One plus are trying to match
with standards of Apple at lower price

17. How important was iPod to Apple’s
current success?
• It exemplifies Apple’s innovative design
and looked, felt like no other device
before.
• The company created pull advertising
strategy. It created a halo effect and
increased Apple’s market share.

18. IPOD SALES

19. Significance of iPhone and iPad to
Apple’s product development strategy
• iPhone facilitated entry to cell phone
market
• Within 74 days,1 million units sold
• iPad combined look and feel of iPhone
with power of MacBook
• Both have made their mark for
professional and personal uses

20. What ‘s next?
AppleTV and iWatch

21. Let’s Recap!!!
• Apple Statistics
• Reason for Apple’s success- Innovation,
simplicity, USP, consumer emotions
• SWOT Analysis
• Stages of Adoption
• Case Questions

22. DISCLAIMER:
This presentation is
created by
Soma Bhattacharya
CCET Chandigarh
under the guidance
of Prof. Sameer
Mathur