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Copy of Copy of Audit Marketing : Iphone 5 communication
Transcript of Copy of Copy of Audit Marketing : Iphone 5 communication
iPhone 5s launch in INDIA
Why did we choose to analyze this product ?
Apple success story
Scheduled launch in India on 03Nov
'Low cost' $ 499
Each time Apple launches a product, it is a worldwide event
Table of contents :
01. Introduction : Why iPhone 5s in India?
04. SWOT analysis
05. Strategic plan
06. Marketing strategy
08. Communication plan
09. Brand extension
More than 390 stores
2012 Turnover : 156.53 billion dollars
Profit : 41.66 billion dollars
P E S T E L
Some economic factors which are taken into considerations are:
The economic growth
Interest rate regime
The exchange rate policy
Social factors include the demographic and cultural aspects such as:
The population growth rate,
Increasing competition and rapid technological changes
Customers switch easily from one brand to another
Increasing level of usage in etechnology such as online payments, internet browsing, online banking
It include ecological and health and safety requirements aspects with regards to:
Adherence to the legal environment of the host country.
- on selling online or
- to operate and set up its own retail stores.
Many mobile phones have tried, but only a few can equal the iPhone and it keeps the throne of the Smartphones
Samsung Galaxy S3
Nokia Lumia 920
Other smartphones are always compared to the Iphone => free promotion
"The brand Apple would not any more need to spend money in advertising to launch its products"
Apple Marketing Director
Instead, the company relies on two main strategies:
Rely on the media to create buzz for its products through positive reviews.
Product placement in TV shows and movies.
Mission & values
Increase market share
Redefining use of mobile phone
Conquer new type of customer
Make the premium brand affordable
Devise a cost leadership strategy
Digital media revolution
The biggest value here is that the iPhone combines so many things people had to carry with them into one portable device
Offer and Demand
Demand for the iPhone 5s is breaking all records.
iPhone 5 sales jumped 400% to nearly 400,000 handsets each month in India.
The pre-bookings for the 'low cost' iPhone 5s is growing as we get closer to the launch date
India has seen steady GDP growth and the literacy rate along with purchasing power increased considerably.
Apple’s target segments consist of professionals, students, corporate users and entrepreneurs.
iPhone 5s 4P's
120 grams, thickness of 7.2mm
iOS 7 processor
The price depends on the memory capacity of the device
16, 32 or 64 GB. According to this memory, the price will increase from $ 499 to 799.
Communicati n plan
Coverage throughout India
Above the line
Below the line
There are generally some apps which are seen only on a male iPhone and a selected few apps on a female iPhone!
More colors for iPhone's accessories than just the classic white
Pre-order package on Apple's website
It will be possible to choose on the website among the apps, protections and colors in order not to have the same iPhone like everybody
So why not anticipate this phenomenon especially in India?
New Brand Extension
Created an "Apple way of life"
Values creation marketing
Thank you all for your attention
Any Questions ??
Mohamed Zulfiqar Ali
Mubarak Al Harthi
High price apple products
Incompatibility with different OS
Further changes in management
Defects of new products
High demand of iPad mini and iPhone 5
Growth of tablet and smartphone markets
Obtaining patents through Acquisitions
Damages from patent Infringements
Strong growth of mobile advertising market
Increasing demand for icloud based services
Rapid technological change
2013 tax increases
Breached IP rights
Price pressure from Samsung over key components
Android OS growth
Competitors moves in online music market
" Apple designs MACs, the best personal computers in the world, along with ios X, ilife, iwork and professional softwares. Apple leads the digital music revolution with its ipod and itunes online store. Apple has reinvented the mobile phone industry with its revolutionary iphone & appstore and is defining the future"
"Apple is committed to bringing the best computing experience to students, educators, creative professionals and consumers around the world through its innovative hardware, software and internet offerings"
India is the 3rd largest
economy in PPP index.
Forecast of Sales revenue for the
iPhone 5s in 2013; cross $ 1bn
The unique pricing schemes will position our product in India.
*EMI-Equal Monthly Instalment
*Down payment + EMI
Students will be given additional discount based on stream. Corporate packages.
Political Factors :
It is to what degree the government intervenes in the economy.It includes areas such as:
Customer loyalty with expanding closed ecosystem
Leading innovator in mobile technology
Strong financial performance
Retail stores and strong marketing & advertising teams