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Apple iPhone Marketing Presentation

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by

Darwin Triplett

on 16 November 2014

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Transcript of Apple iPhone Marketing Presentation

Apple iPhone 6 Market Plan
Situation Analysis
Financials + Controls
Q&A Session
Vision & Background

Breakeven Analysis

Risks &
Contingencies

Mission
Marketing Objectives
Financial Objectives
Target Markets
Positioning

Risks & Contingencies
"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 mobile phone with its revolutionary iPhone and App Store, and has recently introduced iPad 2 which is defining the future of mobile media and computing devices."
Former Mission Statement
“We believe that we're on the face of the Earth to make great products.
We believe in the simple, not the complex.
We don't settle for anything less than excellence in every group in the company, and we have the self-honesty to admit when we're wrong and the courage to change.
We believe in deep collaboration and cross-pollination of our groups, which allow us to innovate in a way that others cannot.”

New Mission Statement
Steady increase in market penetration.
Highlight innovative product features
Decrease or remove potential customers' resistance
Increase product awareness among the target audience
An overall market share of more than 50% in one year, within the smart watch market.

MARKETING OBJECTIVES
Strategy

Marketing Programs

Research & Development
Situation Analysis
SWOT Analysis

Products

Critical Issues
Marketing Strategy
Current loyal Apple consumers
Young Urban Professionals
Business / travel users
Technology savvy
Health conscious
Active athletes: runners, walkers, joggers, track
Market Demographics
TARGET MARKET
Any country
All ages
Higher income
Any occupation
Any gender
Maintain positive growth in sales each quarter
Achieve a market share of 10% of the watch market in one year.
Significant research and development budget.
Decrease customer acquisition costs by 5% 
per quarter.
10 percent increase in sales across Apple in one year, from increased product awareness through link sales

FINANCIAL OBJECTIVES
R1. Revenue miss projections


R2. Exchange rates and the US Dollar


R3. Redirected attention from the
Apple Watch
Excellence
High- tech
Convenient
Fashionable & stylish
Symbol of high status
POSITIONING
R1. Revenue miss projections
C1. Increase marketing and research expenditure

Get the message across
Strengths
Opportunities
Threats
Weaknesses
Strategy
Differentiation
Unique Product
Attractiveness
Premium Price
Brand Loyalty
Innovative Advertising
Marketing Programs
Market Needs
Price
Premium pricing
Product
Strong integration with lifestyle
Stylish design
Health monitoring device
Place
Combination of direct and indirect distribution channels
Apple store and website
Promotion
Celebrity endorsements
Social Media
Apple website and stores
Fashion shows
Brand reputation
Distribution channels
Forefront of design
Fashionable Design
High Quality Construction
All-day Battery Life
Post-Sales Support
Connectivity
Health Tracking
Acknowledged strategy
Recent loyalty issues
Compatibility
Research & Development
Apple's iPhone 6 Sales Nearing 20 Million Mark in first Month (Patently Apple, 2014)
Market Trends and Future Growth
Traditional Watches
Improve
Smart display
Battery life
Software enhancements
Increase Patents
Hire
Medical Experts
Fashion experts
"Fitness generation"
Broad segmentation
Smart Watches
R2. Exchange rates and the US Dollar
C2. Adjust prices according to the local market

Monitor the fluctuations in exchange rates
Saturated Market
Cost-leading competitors
Products
Fitness Trackers
Marketing Strategy
Critical Issues
Product Cannibalization
+
Market Saturation

Appeal
paradox
Technology vs. Antique Luxury
C3. Take a percentage from the partnership budget to invest in customer research.
R3. Redirected attention from the
Apple Watch
8, 053, 000 units
2, 800,000,000 USD
Breakeven Analysis
Market Demographics
Market Needs
Market Trends and
Future Growth
Competitor Analysis
Vision
Ideally:
10,000,000 units
3,490,000,000 USD

Apple Watch
Company
Initial Price & Date:
$2495, 1984

Promotion Philosophy:
Empowerment

Today:
iMac
Macbook Air
Mac Pro
Initial Price & Date:
$399, 2001

Promotion Philosophy:
Portability

Today:
7th Gen Nano
5th Gen Touch
Initial Price & Date:
$499, 2007

Promotion Philosophy:
Versatility

Today:
7th Gen 5C / 5S
8th Gen 6 / 6 Plus
Initial Price & Date:
$499, 2010

Promotion Philosophy:
Appeal to human emotion/advancement

Today:
iPad Air 1 & 2
iPad Mini 1, 2 & 3
Full transcript