1. Apple launched the iPhone 6 and 6 Plus to cater to the growing market for larger-screen smartphones and compete with competitors producing phones with large screens. 2. The iPhone 6 has a 4.7-inch display while the 6 Plus has a 5.5-inch display, both running iOS 8 and featuring improved cameras and sensors. 3. Apple analyzed demand, costs, sales potential and profitability before developing prototypes and marketing the iPhone 6 line globally with the goal of increasing market share.

1. Analysis on Launching
and customer response
for
Presented by:-
Biswajit Pany
Shamim Akhtar
Sourav Kumar Chopdar
Amar Kumar Pahi
Ayan Sardar
Koustav Roy

2. BACKGROUND
• Loss of market share to competitors producing LARGE
screen sized phone.
• iphone  iphablet.
• The Newest addition to Apple-land after iphone 5S & 5C
• First iphone to cater an existing market.

3. FEATURES
SPECIFICATIONS IPHONE - 6 IPHONE - 6 PLUS
DISPLAY: 4.7 inches 5.5 inches
RESOLUTION: 1334 X 750 1920 X 1080
THICKNESS: 6.9 mm 7.1 mm
HARDWARE: • A8 Chip
• 64-bit Architecture
• M8 motion coprocessor
• A8 Chip
• 64-bit Architecture
• M8 motion coprocessor
SOFTWARE: iOS 8, upgradable to iOS 8.1 iOS 8, upgradable to iOS 8.1
CAMERA /LENS: • Primary 8 MP, 3264 x 2448
pixels,Secondary 1.2 MP
• f/2.2 aperture
• Focus Pixels, 1080p HD at
60 fps, slo-mo at 240 fps, and
time-lapse video mode
• Primary 8 MP, 3264 x 2448
pixels,Secondary 1.2 MP
• f/2.2 aperture
• Focus Pixels, 1080p HD at
60 fps, slo-mo at 240 fps, and
time-lapse video mode
NEW
APPLICATIONS:
Fingertip security,
NFC ,
Freedom pay app.
Fingertip security,
NFC ,
Freedom pay app.

4. PRODUCT DEVELOPMENT PROCESS

5. FLOWCHART
NEW PRODUCT STRATEGY:
• To explore the highly profitable phablet market
• Set a new trend in innovating smart phones
IDEA GENERATION:
Sources:
• Competitors like Samsung, Sony, LG etc.
• Strong R&D department.
• Customer response
IDEA SCREENING:
BIGGER + BETTER + BEST
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6. BUSINESS ANALYSIS :
1.DEMAND:- Iphone demand was always above positive
2.COST:- Bound to incur high cost
3.SALES:- Expected to recover the losses incurred due to failure of iphone 5C
4.PROFITABILITY:- High prospects
DEVELOPMENT:
PROTOTYPE: New dimension to classic design
MARKETING STRATEGY: Extensive promotion with keyword “BIG”
PRICING: Market skimming strategy
DISTRIBUTION: Mainly U.S, Europe , New targets-China, India
TEST MARKETING:
Primary test market was U.S where preorders began on 11th September,2014
COMMERCIALIZATION:
Already started with focus on global market
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7. BRANDING OF iP6
• The huge brand equity of Apple and popularity of iPhone series was
more than enough to convince people to welcome iphone6
• Marketed as the largest of 1st iPhone ‘s ever made in terms of displays
• iPhone6 was promoted as the next big thing in famed iPhone series
• iPhone6 plus was hyped as Apple’s first phablet
• Slogan of “Bigger than bigger”

8. TARGET MARKET
PRIMARY TARGET
Upper middle income
professionals.
SECONDARY
TARGET
High school, college and
graduate students
PRIMARY BUSINESS
TARGETS
Large cell phone providers,
enterprise software firms.
SECONDARY
BUSINESS TARGETS
Mid to mid sized
corporations

9. SWOT ANALYSIS
STRENGTH
• Apple Inc’s huge brand equity
• Larger & better display as compared to
previous versions
• Newly introduced Apple pay app
• Strong and Extensive distribution
channels in U.S
WEAKNESS
• No significant differentiation between
iphone6 and 6plus
• Apple’s first attempt to enter an existing
market.
• Lack of innovation
• Weak distribution channels in
major markets like India and china
OPPURTUNITY
• The huge market expectations from
iphone6.
• Iphone6 plus being apple’s first phablet,
created a fuss in market
• Fall in market share of Samsung from
32.5% to 23.8% in 2014
THREAT
• Samsung note 4 being the leader in
phablet market, iPhone6plus faces a
huge challenge
• Pricing of competing phones
• Very Late in entering phablet market

10. POSITIONING
Point of parity
•
• Slimmer and Bigger iphone ever
made.
• New added applications.
• Introduction of apple pay –
”wallet without the wallet”
• Fingerprint lock introduced .
• Retina HD display introduced.
st
ever iPhone with rounded
edges.
• 1
•
Point of difference
• The next Iphone.
• Launched keeping in line
with the brand awareness
apple have generated over
the years.
• Basic iphone applications
were kept intact .
• Same iPhone like touch and
feel.

11. MARKET SHARE

12. RESPONSES AND REVIEWS
MARKET
• Mixed reviews in global market
• Apple shares have gone up in
European market
• Chinese market shows
unprecedented raise in demand
• US market position has not
changed significantly
CUSTOMER
• Mix consumer reviews
• A section of customers are
indifferent between iphone 5S
and iphone 6
• Probable lack of durability
created a hue and cry among
consumers
• Positive reviews on the bigger
retina display

13. Questions ?