The document explores Apple's marketing strategy, emphasizing the application of the '7 Ps' in digital marketing and the brand's minimalist design approach. It discusses product diversification and the evolution of Apple stores, highlighting their focus on customer experience and unique design elements. Additionally, it covers Apple's pricing strategy, promotional activities, and customer service excellence, which are key to its brand identity and market success.

1. MARKETING MIX
Roberta Rosignoli
76767982

2. Apple’s 7 Ps’ - case study
Digital Marketing relies on many of the approaches from traditional
marketing including the 7
P's. Modern organisations still use the Marketing Mix (7Ps) to manage
their marketing
approach and achieve their business objectives.

3. MINIMALISM
Apple adopts a minimalism
design, using basic shapes,
symmetry, grouping
structuring.
Minimalism allow people
mind to perceive in a faster
way the message that has
to be delivered.
“Apple tried to design things
in a minimalist way on every
aspect of its product —
intuitive touchpad, one-
button touch mouse”
(Taehoon Kim “Extreme minim
alism” June 2018)
The above picture shows the lines and shapes that are used in the design
of the I phone - Taehoon Kim “Extreme minimalism” June 2016
The above picture represents the minimalism adopted by Apple in
its PC shapes - The Professional's Source June 2017
Product
Apple brand has been always kept pristine and
easily distinguishable from the crowd
TASK 1

4. Product
Stuffbox June 2017
reddit.com October 2018Slashgear.com October 2018
The Professional's Sourcev June 2017
Developement and diversification
These pictures
show how Apple
have been
developing its
products through
the years,
researching new
designs,
technologies and
creating new
trends.

5. Product diversification
Apple started as
computer company,
however in the last
decade a large
variety of successful
products have been
launched and
introduced in the
market.
All the products
reflect the same
minimal design.
All the following pictures represent the variety of Apple Products
- Pictures from The Professional's Source, June 2017
Apple's most powerful computer Apple's watch, built-in cellular Apple TV 4K
Mac mini is Apple's entry-level desktop computer
Apple products advertisement
https://www.youtube.com/watch?v=ZpUfqKU5EE4
Mobile World INDIA, September 2016
This video shows 107 seconds of Apple products advertisement

6. Place
From 0 to 500 Apple Retail Stores all over the world in less than two decades
The first apple store was announced in May 2001.
As reported in the website macrumors.com, since than Apple has opened 503 retail stores
across 24 countries, including 272 in the United States and 231 elsewhere.
Find a store hyperlink
World Map Apple Store, http://mangdienthoai.com
As previously mentioned, Apple's product line up has expanded its devices and accessories, for this reason and to play a bigger role in the
community, Apple is in the process of renovating dozens of its retail stores in the United States and around the world.
Many of the locations have expanded by adding a floor or taking over adjacent storefronts, while some stores have relocated entirely.
Apple sometimes sets up a smaller temporary pop-up shop near affected locations until renovations are completed. (macrumors.com)

7. Place
As the product, the store reflect the minimalism style.
Their locations are carefully planned, as Apple had invisibly divided the space into sections via understated signs hanging overhead.
(Macworld.com)
Apple's flagship Union Square location
in San Francisco opened in May 2016.
Macrumors.com
The first Apple Store to open
its doors is located in Tysons
Corner Center in McLean,
Virginia. Macworld.com
Apple Regent Street in London, England
following renovations in 2016
Macrumors.com

8. Place
Steve Jobs decided to give high
importance to the retail, considering it
a way to create a deeper relationship
with the clients and to promote
the brand awareness.
A NEW CONCEPT OF STORE
Apple renew the concept of its stores.
The focus is moved from the product it
self to the customer experience.
The store become a space in which
clients can actually use the products s
o they can experience different solutio
ns in action. The above picture has been taken in the Dubai Apple Store - rorlt.com
Biggest apple store in the world

9. Apple minimalism concept is
also reflected in the website.
The home page is divided
into squared and rectangular
boxes, alternating black and
white colours.
Each area is like a window
display for a specific
Apple product.
“Less is More”
Pictures showing website evolution 1996,2018,2006 - webdesign.tutsplus.com
Click

10. Place
AUTHORIZED RESELLERS
https://www.apple.com/hk/en/buy/resel
ler/enterprise.html
The above page is take from Uswitch.com and compare the rates of the
different mobile provider to buy an iPhone on a monthly plan.
https://www.uswitch.com/mobiles/iphone-xs-deals/
TELECOM COMPANIES
Nowadays people can afford the newest smartphones
through mobile providers.
In fact they offer deals that allow people have access
to very expensive tools (phone/Ipad ...)
on a monthly rate that might includes
the cost of the phone, texts, minutes and data.
Apple premium reseller in Cheltenham
https://www.western.co.uk/stores/cheltenham.as
px

11. Price
blog.hellozack.fr ,
November 2017
4. I phone X
launch
Your Text Here
Apple strategy price implemented by Steve Jobs had four pillars:
1. Offer a small number of products.
2. Focus on the high end
3. Give priority to profits over market share
4. Create a halo effect that makes people starve for new Apple products
(marketrealist.com, Febraury 2014)
“We never had an objective
to sell a low-cost phone.
Our primary objective is to
sell a great phone and
provide a great experience,
and we figured out a way to
do it at a lower cost.”
Tim Cook (Apple CEO) interview
Bloomberg Businessweek
– 20,09,2013appletoolbox.com
December 2017
1. Apple
products
apple-2014.blogspot.com ,
February 2015
2. High End
strategyn.com
March 2014
3. Profit vs
Market share

12. Price
Apple Watch Series Launch , September 2017 - https://9to5mac.com/
Apple use a price-
skimming strategy.
In fact when a new
product is released,
it is charged at the
highest price that a
consumer will pay and
the price of the older
products are gradually
reduced.
With this method,
Apple satisfies the first
customer needs and
lowering the price of
the older products, it
attracts as well a more
price-sensitive
consumer.

13. Apple uses a retail strategy called “Minimum Advertised Price” (or MAP).
Minimum advertised pricing policies prohibit resellers or dealers from
advertising a manufacturer’s products below a certain minimum price.
MAP is usually enforced through marketing subsidies offered by a
manufacturer to its resellers.
https://www.macworld.com/article/2024257/how-apple-sets-its-prices.html , January 2013
Price

14. Promotion
Apple develops different promotion strategies taking advantage of all the possible channels.
With its commercials Apple reaches a large variety of audience and engages its clients combining new and traditional promotion styles.
The “Carpool Karoke” is one of the most innovating advertising technique, Apple implement a product placement strategy with celebrities that create
a buzz by positive reviews in the media.
This picures is taken by https://twitter.com/GomersallRos, London tube March 2015 – Apple advertise Apple 6 by
printing photos shoot with Iphone 6
This picures shows the review roundup on I phone X, which mimics the style of a
movie poster, and shows the reaction to the device – December 2017 The next web
Carpool Karaoke a web television
series that premied on Apple musi
c on August 2017 – Wikipedia
This picture shows one of the new
Apple technologies «face recogniti
on» – Apple store
A new twitter-basade commercial –
March 2017 – The Apple post

15. Promotion
Personal selling
Apple employees must have a
natural warm, welcoming, and a very
personalized approach.
“This not only promotes more sales
as specific customer needs are deter
mined and matched to the right prod
ucts, but also creates a consistent ex
perience for all customers” Tim Keefe -
October, 2017
Public Relations
such as Apple events.
Apple usually organise 3 events per
year where its latest products,
software and releases are presented
.
WWDC - The Apple Worldwide Developers Conference – An attendee uses mobile device to tak
e photograph before the start of the WWDC in San Francisco, California, U.S – June 2016
Fabio "Castolo" Castelli
https://www.gamelegends.it/251002/apple-giugno-tenersi-la-wwdc-arrivo-ios-12-ed-macos/

16. Physical Evidence
Recognition process
Apple identification
process start from the
well-known Logo
Apple Logo
In its website, Apple promotes and launches
all its products.
The design of the website is very minimal and
this characteristic fully represents Apple style.
The website provide several tools to the
clients who can collect information, discover
new products, buy online and receive
customer care.
Apple Website

17. Physical Evidence
Recognition process
It is very easy to recognize Apples retail’s stores.
The white, minimal and open design makes the Apple Stores stand out from
the crowd together with the green trees that are often set un in the shops.
Once in the store, the potential customer can not only locate the product
effortlessly, but he also can try it and ask for more information to the Apple
Staff before the purchase.
Retails Stores
Apple minimalist and customer orientated philosophy
also occurs in the packaging where the aim is to
provide an artistic and visually appealing box.
Every single aspect is studied and checked by apple
designers, as Apple wants to ensure a unique
experience as well during the unpacking process.
The box does not have to be only elegant, clear and
direct, “the package has to be easy for customers to
open, easy to identify the component parts, and easy
to start using” (Alessndra Ruggeri, How Apple’s Packaging
gives buyers a sensory experience that strengthens the brand –
August 2017)
Packaging
The above pictures show in order
The Apple store in China and
The Apple store in San Francisco
May 2016 - 9to5mac.com
February 2015 – imore.com
Apple Watch packaging - swedbrand-group.com/
blog - August 2017

18. Process
Apple’s aim is to create a customer value and satisfaction.
This goal has been achieved by giving high importance to every
aspect of the development and of the customer experience.
One of the most surprising aspect of this
company is the capacity to create the desire of its products in
customers’ mind.
Apple provide consistency to his consumers at all the times.
When visiting Apple store, people have the opportunity to try
the products of their interest and ask question to a high
qualified staff.
When surfing their website, is very easy to collect all the necessary
information, it is possible to buy Apple products and ask for support
in several ways, such as phone, email or website chat.
Furthermore if the problem has not been sorted, the customer has
the opportunity to speak to an Apple expert by booking an appointm
ent online instead of waiting in line at the store.
The 1st pictures shows the Apple Support section in apple website
The 2nd Picture display a member of the Apple staff that provides a personal customer
service - blogs.ubc.ca
The 3rd picture is taken from the Apple website in the section “buy” , Apple provide a
tool that allows its clients to compare the differences within Apple models

19. People
As Laura Kelly reported in her article, Apple has excelled at encouraging the CEO to be in the public eye.
Steve Jobs and now Tim Cook are the frontiers for the brand and hosts of WWDC (Apple Worldwide Developers Conference) each
year.
During the interview with Harvard Business Review (December 2011) the former Apple Retail Chief, Ron Johnson explained
that the success achieved by Apple retail stores was built on customer relations and hiring process.
“Apple is in the relationship business as much as the computer business. And the only way to really build a relationship is face-to-f
ace. That’s human nature. That gets at the essence of what retail stores have to be about: deepening connections with people.”
“To find people for whom retail is the right match requires a very thorough interview and selection process. Getting a job on the sal
es floor at Apple today requires six to eight interviews, including with the person who runs the entire local market. One result of tha
t intensive process is that when people are hired, they feel honoured to be on the team, and the team respects them from day one
because they’ve made it through the gauntlet”.
(Harvard Business Review, December 2011)
The Secrets Behind Apple's Great Customer Service - Business Insider –
November 2014
https://www.youtube.com/watch?v=aQ7hm7rXnRY
Apple's Angela Ahrendts (Vice President of retail at Apple Inc.) on the new in-store experience –
LinkedIn Editors - September 2017
https://www.youtube.com/watch?v=uarZcWoXcyc

20. People
Apple's Secretive
Training Program
https://www.youtube.com/watch?v=
pO0oyWdzoHE
Ron Johnson interview
https://www.youtube.com/watch?v=e_HByVsugQY&feature=youtu.be
Ron Johnson is taking the lessons he learned from Steve and
applying them to JC Penny – Buster Hein, February 2013
Ron Johnson and Steve Jobs at the grand opening of
Apple's 5th Ave. store. Blogs elpais.com - June 2014

21. REFERENCE LIST
Apple watch launch, Zach Hall, August 2017
https://9to5mac.com/?s=apple+watch+launch
“Extreme minimalism” - iPhone Design Philosophy in a word, Taehoon Kim, June 2016
https://medium.com/@taehoonkim_22222/extreme-minimalism-iphone-design-philosophy-in-a-word-63c7b29ae497
How Apple sets its prices, Marco Tabini, January 2013
https://www.macworld.com/article/2024257/how-apple-sets-its-prices.html
Apple's premium pricing strategy and product differentiation, Samantha Nielson, February 2014
https://marketrealist.com/2014/02/apples-premium-pricing-strategy-product-differentiation
How Apple’s unconventional iPhone X marketing strategy will make you want one at any cost, Michael Simeon, November 2017
https://www.macworld.com/article/3235955/iphone-ipad/apple-iphone-x-strategy.html
7 Key Strategies That You Must Learn from Apple’s Marketing, Neil Patel
https://neilpatel.com/blog/7-key-strategies-that-you-must-learn-from-apples-marketing/
Apple Stores, Keep track of Apple's retail stores worldwide, September 2018
https://www.macrumors.com/roundup/apple-retail-stores/
Marketing Strategy of Apple Inc – Apple Marketing Strategy, Hitesh Bhasin, February 2018
https://www.marketing91.com/marketing-strategy-apple/
How Apple Has Influenced Web Design Over the Years, Connor Turn Bull, March 2011
https://webdesign.tutsplus.com/articles/how-apple-has-influenced-web-design-over-the-years--webdesign-2553
Tim Cook: The Complete Interview, By Sam Grobart, September 2013
https://www.bloomberg.com/news/articles/2013-09-20/apple-ceo-tim-cooks-complete-interview-with-bloomberg-businessweek
Apple changes tack by using a review roundup as iPhone X advert, Matthew Hughes, November 2017
https://thenextweb.com/apple/2017/11/01/apple-publishes-review-roundup-of-iphone-x/

22. REFERENCE LIST
The Apple Guide To Providing Exceptional Customer Service, Tim Keefe, October 2017
https://www.tgkandassoc.com/the-apple-guide-to-providing-exceptional-customer-service/
How Apple’s Packaging gives buyers a sensory experience that strengthens the brand, Alessandra Ruggeri, August 2017
http://www.swedbrand-group.com/blog/how-apples-packaging-gives-buyers-a-sensory-experience-that-strengthens-the-brand
Retail Isn’t Broken. Stores Are, December 2011
https://hbr.org/2011/12/retail-isnt-broken-stores-are
Apple`s Extended Marketing Mix Physical Evidence, Yellocart, June 2018
https://yellowcatdotblog.wordpress.com/2018/06/03/apples-extended-marketing-mix-physical-evidence/
The Apple Marketing Mix
https://www.cultofmac.com/217735/ex-apple-ad-man-ron-johnson-is-transforming-jc-penney-just-like-steve-jobs-transformed-apple/
Steve Jobs and Ron Johnson On Apple’s Retail Success [Quotes], June 2011
https://www.cultofmac.com/100807/steve-jobs-and-ron-johnson-on-apples-retail-success-quotes/
The Evolution of Apple Events, By Eventmb Team, September, 2016
https://www.eventmanagerblog.com/evolution-of-apple-events