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.
Nokia Lumia Series with Product Life Cycle & BCG matrixSwaraj Mishra
It is the PPT for the Nokia Lumia series. Here you can find out the product lifecycle and BCG matrix of the serries.
The data that we have shared with you are secondary data taken from trusted news & b magazine sites which links i have given at the end.
Nokia Lumia Series with Product Life Cycle & BCG matrixSwaraj Mishra
It is the PPT for the Nokia Lumia series. Here you can find out the product lifecycle and BCG matrix of the serries.
The data that we have shared with you are secondary data taken from trusted news & b magazine sites which links i have given at the end.
Marketing Mix of OnePlus from a User's PespectiveAks19852012
Oneplus (1+) just had a Mathematical connotation before it became - 'THE OnePlus'. Presenting my interesting take on Marketing Mix of OnePlus from a User's perspective in an unorthodox way.
Apple Inc. is an American multinational
technology company headquartered in
Cupertino, California, that designs,
develops, and sells consumer electronics,
computer software, and online services.
It’s hardware products include the iPhone
smartphone, the iPad tablet computer, the
Mac personal computer, the iPod portable media player, and
the Apple Watch smartwatch. Apple's consumer software
includes the OS X and iOS operating systems, the iTunes media
player, the Safari web browser, and the iLife and iWork
creativity and productivity suites. Its online services include the
iTunes Store, the iOS App Store and Mac App Store, and iCloud.
Mobile Industry, Handset companies in India, About Nokia, Nokia distribution structure, Nokia Distribution process, Role of Channel Partners, Margins, Distributors Coverage Plan, Infrastructure required by distributor, Support provided by the company to the distributor, Credit/ Payment terms, Major Problems Faced by the distributors, Major Points of conflict, Recommendations & References
A powerpoint presentation on One Plus focusing on it's non-conventional marketing strategy and a study of it's positioning and re-positioning over time.
Marketing Mix of OnePlus from a User's PespectiveAks19852012
Oneplus (1+) just had a Mathematical connotation before it became - 'THE OnePlus'. Presenting my interesting take on Marketing Mix of OnePlus from a User's perspective in an unorthodox way.
Apple Inc. is an American multinational
technology company headquartered in
Cupertino, California, that designs,
develops, and sells consumer electronics,
computer software, and online services.
It’s hardware products include the iPhone
smartphone, the iPad tablet computer, the
Mac personal computer, the iPod portable media player, and
the Apple Watch smartwatch. Apple's consumer software
includes the OS X and iOS operating systems, the iTunes media
player, the Safari web browser, and the iLife and iWork
creativity and productivity suites. Its online services include the
iTunes Store, the iOS App Store and Mac App Store, and iCloud.
Mobile Industry, Handset companies in India, About Nokia, Nokia distribution structure, Nokia Distribution process, Role of Channel Partners, Margins, Distributors Coverage Plan, Infrastructure required by distributor, Support provided by the company to the distributor, Credit/ Payment terms, Major Problems Faced by the distributors, Major Points of conflict, Recommendations & References
A powerpoint presentation on One Plus focusing on it's non-conventional marketing strategy and a study of it's positioning and re-positioning over time.
Apple Brand Audit
APPLE Inc
Submitted to: Sir Goher Raza
Submitted by : Sumeet Raj & Mumal Khan
12/15/2012
Apple Brand Audit 2012
Executive Summary
Since its foundation in 1976, Apple has grown from a small business selling computers into one
of the most successful and valuable brands in the entire world. Consumers everywhere
perceive the brand as being one of the very best because of their groundbreaking product
lines, their successful marketing programs, and their ability to differentiate themselves
among other competing brands. These elements and attributes are the core aspects that
make up Apple’s brand equity.
Apple has always been known for releasing innovative, user-friendly products that have
become extremely popular in the market. They are a dominant force in the market for
consumer electronics, and their merchandise is in extremely high demand. Secondly, their
very successful marketing and distribution strategies are able create consumer perceptions
that make Apple’s brand a highly reputable icon.
Through these core elements and attributes, Apple as a brand has seen its value skyrocket
over the years. By continuing to implement and improve on these successful programs and
strategies, Apple’s brand equity will continue to grow and flourish in the future of the
company.
2
Apple Brand Audit 2012
Introduction Brand Audit
Brand audit is concerned with the behavioral and psychological nature of brand equity, and it
will be discussed in terms of strength of a brand’s equity and its nature. So simply it is the
examination of brand’s current position in industry compared to its competitors and the
examination of its effectiveness, brand’s strategy, positioning, market position, consumer views,
pops and pods etc.
Objective and scope of the audit
Brand perceptions often create a complex and elusive picture, but it’s crucial that you determine
how your various audiences view your brand. The brand which we have taken is Apple, the main
objective of this audit is to show that where the brand is currently stand. After the audit will be
done we also come to know that whether the share of brand in market is increasing, decreasing or
stable. It will also show that what are the strengths, weaknesses and opportunities for this brand,
how much people know and like the brand. So after audit we can come to know about the overall
market position of the Brand.
Brand audit Apple Inc & its history
The brand which we have taken is Apple, currently the top brand of the world. The point which
is intriguing is that how Apple has maintained its equity worldwide. The innovative products of
apple have enabled the company to be a global brand worldwide. Apple Computer, Inc., is a
multinational corporation that creates consumer electronics, personal computers, computer
software, and commercial servers, and is a digital distributor of media content. Apple's core
product lines are the, I phone, I pa.
Apple thinks Different from other....For 38 years Apple has been a trend-setter company able to foresee the future of domestic computer and consumer electronics. it will probably continue during the next decades. because their strength is the innovation . And they know, how to ‘think different’.Apple, go on innovating…..
We are pleased to offer you this review of Apple Inc. (NASDAQ: AAPL). This review provides an overview of the post-Jobs era, a period during which Apple has become the world’s most valuable by market capitalization. The review also discusses the challenges for and changes by CEO Tim Cook at Apple since he took the helm in 2011 ...
Apple has been able to triumph through staggering growth and the broad vision of its founder to create a comprehensive and closed ecosystem that imposes its own industrial standards. This has resulted in an extremely powerful brand. However, with its founder gone just over five years ago, can it remain the Apple in the eye of the consumer?
Design Thinking and Innovation at Apple IncSHREYANSH VATS
The following presentation is based on a case on Apple Inc about how Apple goes about implementing innovation and design thinking at their firm, and how there's a shift with the arrival of Tim Cook. The case was a part of our course called BusinessInnovation in New Environment (BINE)
Apple Paper - Advertising Case Studies - Junior Year
In Advertising Case Studies class we studied Apple and the 1984 campaign and compared it to their other campaigns they have had.
This made using a computer much easier. Computers used to be difficult, with lines of text commands. Apple, on the other hand, felt that technology should be simple. As a result, they made the Macintosh more user-friendly which changed the game.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
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Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
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• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
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