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Untitled Prezi

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Apple: Marketing Strategy

Dillon Manfredi, David Fitzpatrick, Colin Stamps, Alexandra Rakip, Justin Miano

Think Different.
STEP 1:
Business Mission and Objectives

Mission Statement:

Broad description of a company's objectives and how they hope to achieve these objectives
What type of business is it?
What type of resources are needed to achieve the objectives?
Apple's mission statement:
Apple designs Macs, the best personal computers in the world, along with OS X, iLife, iWork and professional software, Apple leads the digital music revolution with its iPods and iTunes online store. Apple has reinvented the the mobile phone with its revolutionary iPhone and App Store, and is defining the future of mobile media and computing devices with the iPad.
Objectives
Making money for both shareholders and the company through:
Customer Excellence

Operational Excellence

Product Excellence

Locational Excellence
Apple Stores, iTunes, apple.com
Highest quality products
Efficient supply chains (74.5 million, Q1)
Voted top 10 in customer service
STEP 2:
Situation Analysis

STEP 3:
Identify Opportunities

Segmentation
Targeting
Strategy or Objectives
Segmentation Methods
SWOT Analysis
(Strengths, Weaknesses, Opportunities, Threats)
Apple
Evaluation
Environment
Internal
External
Positive
Negative
Strengths
Brand awareness

Design

Functionality, Apps

iPhone 6 (bigger screen)

Easily synced with other Apple products

Multiple storage capacities
Weaknesses
High price point

Fixed battery

Expensive accessories

New iPhone every 2 years
Opportunities
Growing smartphone market

Innovation, updated software and models
Threats
Lack of choice for consumers

Cheap substitutes

Competitors (Google, Samsung)

Late to "phablet" market
STEP 4:
Implement Marketing Mix
Promotion
Product
Price
Place
STEP 5:
Evaluate Performance Using Marketing Metrics

Positioning
Control Phase
Implementation Phase
Planning Phase


Apple's Mission:
Aesthetically appealing and well-designed products
Simplicity and compatibility
To make life easier for consumers
Apple's Objectives:
Design a product that can do
as much
, if not
more
, than what other phones can do and integrate a
simplistic
and
easy to use
design

Understand competition and then use value-based marketing to satisfy customer needs with simplistic design
Apple's Market Segments
Geographic Segmentation
:
iPhone for sale internationally
China now 2nd in sales after Americas
New retail stores
Demographic Segmentation:
Generation Z, Generation Y, Generation X, Baby Boomers
Males (at first) and females
Different iPhone options for varying incomes
Apple's Market Segments
Psychographic Segmentation:
Active Lifestyle
Business
Health
Benefits Segmentation:
Everything on 1 device
Siri
Compatible with all other Apple products
Behavioral Segmentation:
Loyalty program
Discounted price
for large orders
What is targeting?
Process of dividing the market into groups of customers with different needs, wants, or characteristics
Products or services geared especially for them
Who does Apple Target?
Young adults
College students
Specifically older members of Generation Y

Why Generation Y ?
High disposable income
Desire to stay up to date
Tech savvy and crave new advances
Need latest technology to satisfy busy lives with ease and pleasure
Willing to spend extra for new iPhone
Apple has power to charge higher prices to this target audience
Product
Anything of value to a consumer that is offered through a voluntary exchange

Must create value for consumer


Must prompt customers to buy it

Ex: iPhone
Higher perceived value, higher price
iPhone
Apple manufactures many products


Consumer product

Consumers know of product:
Most importantly, people WANT to own an iPhone
Symbolic: modern, on-top of technology
High quality
Simplicity of use
Sleek design
Focusing on iPhone
Price

Premium pricing, yet can still price below some competition due to popularity

High end materials = High end product

High value perceptions
iPhone 6 $199 - $649
iPhone 6 Plus $299 - $749
Price
Newer iPhone models push older models into decline and therefore drive the price down

iPhone 5s $99 - $599
Promotion
How is Apple unique?

Commercial providers create commercials promoting iPhone (Verizon, AT&T, etc.)
Apple sets strict guidelines for commercial content so they all look relatively similar

Consequence for not following guidelines is lower priority of product distribution
Promotion
Desire dimension of AIDA skyrockets early on during the product launch
- Young people using iPhone to make life easier

- Multitasking

- Serious gaming

- Completing business tasks

- Listening and enjoying music on the go
Advertisements feature:






Primary Focus: iPhone
Apple Product Breadth:
iPhone
iPod
iPad
iMac
iWatch
Macbooks
4s, 5c, 5s, 6, 6 Plus
Positioning
Premium Product
Elegant Design
Positioning
All in One Device -
Phone, Email, Music, Games, Entertainment, Social Media, Camera, Internet, Apple Pay, GPS
User Friendly
Positioning
Boston Consulting Group (Matrix)
Star
Question Mark
Cash Cow
Dog
The Segmentation, Targeting, and Positioning Process
TV ads
Product placement in movies
Magazines/Newspapers
Pop-up ads on websites
Word of mouth
The Segmentation, Targeting, and Positioning Process
Informational Appeal
Place
Apple Store is the most profitable retail store in the world
- Average of 20,000 visitors per week
Unique experience
- Customers free to walk around and
experience product
- Inspire internal customers
- Value on human passion for product
- Employees truly believe they are
changing the world (community of Apple users)
Maintain a relative advantage in SmartPhone market by staying true to core values of the company
Retail Stores
Full transcript