apple intro and marketing

2. Apple Inc.®
Presenter: ZAIN UL HASSAN

3. History
• Founded in: 1976
o By Steve Jobs, Steve Wozniak and Ronald Wayne
• Head Office : California
• Category: Technology
• Rank: 1st Position
• Brand Equity: US$ 182.9 Billion (2012)
• Revenue: $156.5 Billion (2012)
First logo (1979) 1976-1998 Current logo

4. Timeline of Apple
April 11, 1976 Jan 24, 1984 Oct 23, 2001 Jan 10, 2006 29 June 2007
•1985 Jobs leaves Apple Inc.
• Then later on in 1996 he returns.
Timeline of Apple Products

5. ANSOFF Matrix Analysis
iPod Touch (5th Generation) Apple has 395 store in 40
different countries.
Itunes, AirPort and AirPrint Safari ,iPad and MacBook Pro
Existing Market New Market
Existing
Product
New
Product

6. iPhone 5 iPod Shuffle , Nano and Classic
[None whatsoever exist] Safari ,Airport and Airprint
Existing Product New Product
Existing
Brand
New
Brand
Brand Development

7. iPhone
iPhone 3G
iPhone 3GS
iPhone 4
iPhone 4S
iPhone 5
iPod Shuffle
iPod Nano
iPod Classic
iPod Touch
iPad 1
iPad 2
iPad 3
iPad 4
iPad Mini
Macbook Pro
Macbook Air
iMac
Mac Mini
Mac Pro
The product width of Apple is : 6
While the depth of each width is following:
Product Mix

8. Marketing Strategy
• Segmentation:
o Apple Segmented their market in accordance with
demographic and psychographic.
o They prefer to segment people of age 10-25 for their
ipod series.
o For iPhone, age range from 15-35 and mostly from
elite class.
o While for Macbook Pro people belonging to high
class.
• Targeting:
o They have used Differentiated Targeting

9. Marketing Strategy
• Positioning Statement:
To middle and upper class for their
communication need iPhone is a
smartphone that has ultra-friendly user
interface and a wide screen audio/video
player with an ever growing collection of
application for every purpose.

10. Positioning Map For Smart phones
Low Price High Price
Torch 9800
User Friendly OS
Unfriendly OS
(Nokia)
(Nokia)

11. Lessons
Positive:
• Going Red and Red Products.
Negative:
• Disappointment after consecutive
excellence.
o MobileMe, Ping, Maps
The App Store
Pros:
• A new instant form of store to get:
o Music/Movies/TV Series/Books/Lectures
Cons:
• Excessive Lawsuits due to copywriters
o Most recent in China

12. Latest News
•“Apple is now worth more than Poland as value hits
$500billion for the first time” By Rob Cooper
•“iOS is 3 times faster than Android in handling HTML5” By
Pallab Jyotee Hazarika
•“Apple once again the world's most valuable brand.” By
Salvador Rodriguez
•“Will Apple Have To Pay $60 million For The Brazilian iPhone
Trademark Like It Did For The Chinese iPad One?” By Tim
Worstall

13. REFERENCES
http://www.dailymail.co.uk/sciencetech/article-2108363/Apple-worth-
Poland-value-hits-500billion-time.html
http://www.notebookcheck.net/iOS-is-3-times-faster-than-Android-in-
handling-HTML5.70948.0.html
http://articles.latimes.com/2012/may/22/business/la-fi-tn-apple-top-
brand-20120522
http://www.glotter.com/entry-1442
f2016065190@umt.edu.pk

14. Thank You