Apple launched the iPhone 4S in October 2011. Key features included an improved 8 megapixel camera, the powerful dual-core A5 processor, and Siri voice assistant. The iPhone 4S retailed starting at $199 for a 16GB model. Apple marketed the iPhone 4S through a variety of traditional and digital channels, targeting professionals, students, and other groups. The phone was distributed through Apple retail stores, online stores in 36 countries, and third-party retailers.

1. Marketing Management
Apple

3. • Apple Computer inc Founded in the year
1976
• Apple had 46,600 full time employees and
2,800 temporary full time employees
worldwide and had worldwide annual
sales of $65.23 billion.

5. ..…but also Portable Devices

6. Variety

9. Product Design

11. “It's the Most Amazing iPhone Yet”

12. Launch On 4th October, 2011
Released On : 14th October, 2011

13. Siri Assitant :
• It understands what you say
• It knows what you mean
• It helps you do the things you do every day
• It has so much to tell you

14. Dual core A5 Processor :
• The most powerful iPhone ever
• Graphics
• Performance
• Battery

15. Camera :
• The you-can’t-believe-it’s-on-a-phone camera
• 8 Megapixels Camera
• All new Optics
• Editing

16. iOS 5 :
• Notification Center
• iMessage
• Twitter Integration

17. iCloud :
• iTunes in the Cloud
• Photo Stream

18. FaceTime

19. Price

20. Factors influencing the Price:
Internal Factors: External Factors:
• Corporate and Marketing • Market characteristics
objectives of the firm (demand, customers and
• The characteristics of the competition)
Product • Buying behavior in the respect of
• The stage of the product in its life the Product
cycles • Competitors pricing policy
• Cost of the manufacturing and
Marketing

23. Ski m i ng Pr i ci ng
m
Marketing skimming:
-Release new product at high
premium
-Skim the greatest possible
margin
-Once sales volume begins to
decrease at the original price
-Incrementally lower the price
to increase sale

24. Psychological Pricing
It is used to lessen the impact of the actual pricing in the
consumers mind
Its a Marketing tool

25. Geographical Pricing
D f f er ent Pr i ce at D f f er ent
i i
Locat i ons
Ex. US and INDIA

27. Competition;
Markets
Changes in customers’ tastes and preferences for New
Technology.

28. 1. Communication
2. Incentive
3. Invitation

30. Main Media Plan

31. Target
Reaching the primary target Purchase a mix of traditional media and digital space
Geographic considerations
Advertising in areas that have high concentrations of the target consumers Campaigning in the top 25 US economic centers.
Reach and Frequency
Reaching the target within the specified area with Everyday frequency To reach the target consumers, the appropriate mode of transportation used.
Schedule
Creating a campaign that reaches the target On a year round basis Emphasizing on a pulsing schedule with traditional and digital media channel
Seasonality
Emphasizing on media buy times during product launch to drive traffic into point
Purchasing media that heavy’s up during Holiday seasons and other events
of purchase
Creative Innovations
Picturing the Iphone as the number one choice among smart phones Using innovative media for demonstration to reach the target market.
Budget
Using it in a way that most effectively reaches the target Data gathering, analysis and taking proper actions .

32. Brand Strategies used by the APPLE
to build iPhone 4s as a strong brand:
(A) Brand Positioning
(B) Selection Of Brand Name
(C) Brand Sponsorship
(D) Brand Development

34. COMMUNICATION STRATEGY AND PLAN (INCL. DIGITAL
MARKETING)

35. Market Segmentation
The division of a market into identifiable groups, especially to
improve the effectiveness of a marketing strategy.
Market Segmentation for Apple I – Phone :
(a) Professionals
(b) Students
(c) Corporate users
(d) Entrepreneurs

36. Market Positioning
Arrangements for a product to occupy a
clear, distinctive and desirable place relative to
competing products in the minds of target
consumers”.

37. Market Targeting
Target Marketing involves breaking a market
into segments and then concentrating your
marketing efforts on one or a few key
segments.

38. PLACE

39. Distribution Strategy
Apple Inc. Customer
• China based • Retail distribution
• Various suppliers • Regional ware
• Logistic Centre • Service plan
• One assembling housing and
• Regional logistic storage • Unlocked iPhone
unit
center
• Support service
Production center Service
selling provider

40. Hybrid distribution channel
Apple online Service
Apple store
store provider outlet
• Test driving • Creating an • Test driving
the iPhone apple account the iPhone
• Selecting the • Selecting an • Selecting the
rate plan rate plan rate plan
• Signing the • Purchasing the • Signing the
contract phone contract
• Picking up the • Having it • Picking up the
iPhone right delivered to a iPhone right
away proffered away
address

41. CONSUMER MARKETING CHANNELS
INDUSTRIAL MARKETING CHANNELS(B2B MARKET)
B2C Channels
B2C CUSTOMERS
Stores Resellers Large distribution On-line store
(274) (3000) (320) (36 Countries)
Absence of
Give high High service More capillary Drives huge differentiation Visibility on web Mass
visibility level distribution volumes of traffic avoided through & worldwide customization
corners
Flagship Serving local Very With one store ace
stores communities problematic, due to
95% of Zero investment from inexistent purchasing
customers Apple experience
don’t High quality experience Selected retailers
consider only (best Buy)
Mac Separate
space, serviced by
Apple staff

42. DUSTRIAL MARKETING INCHANNELS(B2B MARKET)
B2B Channels
B2B CUSTOMERS
SME Education Enterprise & Gov.
Added Added
On-line On-line Direct Direct On-line Offer
Value Value
store store sales force sales force store solicitation
Reseller Reseller
Not sold through Need for consultancy and Shorter channel due to the
direct sales force assistance active role of Apple in the
due to small Crucial consultant role design of this systems
volume Use in educational On-line services for
High level of environment also has a companies similar to Dell
service promotional dimension Governments buy mainly
Channel with through tenders
high level of
control from Apple

43. IPhone 4S
Availability
for other
Countries

44. Consumer
Behavior
over iPhone
4s

45. Apple On-line Store
Thank you