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Apple: Marketing Mix Presentation
Transcript of Apple: Marketing Mix Presentation
Brittney Kokemiller Apple:
Marketing Mix Presentation Product Place Since 1976, Apple has created numerous products. We'll focus on the most recent products:
iPhone Price Three main ways to purchase any Apple product:
Shop Online or by phone 24 hours a day
Missouri — 3 Apple Stores (1 in KC, 2 in STL)
United States — 250 Apple Stores in 44 states
Find a Reseller
Big names, like Wal-Mart, Target, Best Buy, Radioshack, Toys R' Us, etc.
Cell phone providers, like AT&T, Verizon, Sprint.
Some resellers have "Apple Shops" located inside their stores.
Some resellers are certified "Apple Specialists."
Recognized by Apple for providing superior customer service with a focus on Apple solutions, service, and support.
One in Columbia, Mo., called, "MacExprts Network."
http://www.macxn.com/stores/columbia-missouri Promotion Social Media
Most Used: Word of Mouth
Utilize hype of the product, customer reviews, and brand name to market.
"Hold off on the ads and ride the hype." The History of Apple 1976: Steve Jobs and Stephen Wozniak found the Apple Computer Company
1977: Apple II introduced — first personal computer designed for the mass market.
1981: IBM introduces the PC — Apple's first form of competition.
1984: The Original Mac is put on the market — $2,495.
1985: Steve Jobs resigns from Apple
1986-1990: Apple endures near financial crisis as sales steadily decrease.
1991: First PowerBooks ship — Apple becomes the standard bearer in the portable market.
1997: Steve Jobs returns to Apple as interim CEO.
1998: iMac hits the market — $1,299.
1999: AirPort debuts on iBook — sets off an industry-wide WiFi craze.
2000: Steve Jobs becomes CEO.
2000-Present: Apple continues to release new products and updates to previous products.
2011: Steve Jobs dies. References Apple Inc. (2012, November 2). Apple - iPad mini - TV Ad - Piano. YouTube.com. Retrieved March 10, 2013, from http://youtube.com/.
Apple Inc. (2013). Apple Retail Store. Apple.com. Retrieved March 10, 2013, from http://www.apple.com/retail/storelist/.
Apple Inc. (2013). Creating jobs through innovation. Apple.com. Retrieved March 10, 2013, from http://www.apple.com/about/job-creation/.
Grandoni, Dino. (2012, September 19). Apple’s Marketing Secret: Hold Off On The Ads, Ride The Hype. Huffington Post. Retrieved March 10, 2013, from http://www.huffingtonpost.com/2012/08/06/apple-marketing-secret-phil-schiller_n_1749313.html.
MacXprts. (2013). About Us. MacXprts. Retrieved March 10, 2013, from http://www.macxn.com/stores/columbia-missouri.
Sanford, Glen. (2013). Specs for every apple computer, established 1996. Apple History. Retrieved March 10, 2013, from http://apple-history.com/.
Wasserman, Todd. (2012, December 3). 4 Huge Brands That Still Aren’t on Social Media. Mashable. Retrieved March 10, 2013, from http://mashable.com/2012/12/03/brands-not-on-social-media/.
Webdesigner Depot. (2009, September 15). The Evolution of Apple Ads. Webdesigner Depot. Retrieved March 10, 2013, from http://www.webdesignerdepot.com/2009/09/the-evolution-of-apple-ads/. Twitter (twitter.com/AppStore)
"App of the Week"
TV advertisements, informational videos, clips of music festivals promoted by Apple (iTunes Festival).
No official Instagram or Facebook page Social Media First commercial aired during the Superbowl XVIII, introducing Apple's Macintosh personal computer.
Mac vs. PC Phase that ran from 2006—2009.
Current commercials Television Advertisements Originally, advertisements were wordy.
Tried to get consumers to purchase a personal computer.
Released the first iPod and advertisements become more colorful and fun.
http://www.webdesignerdepot.com/2009/09/the-evolution-of-apple-ads/ Print Advertisements iPod First introduced in October 2001.
Later, made compatible with PCs with price points set for different storage unit sizes.
Click wheel feature introduced in July 2004.
iPod Classic iPad First introduced in March 2010.
16, 32, and 64GB
$499-$699, extra $130 for 3G wireless capabilities.
Later, retailed at the same size with price points set.
iPad with Retina Display iPhone First introduced in June 2007.
Now, the iPhone 5 starts at $199 with contract-free options. Later, introduced:
iPhone 5 iMac Original Macintosh created in 1984.
Current versions started with introduction of iMac in May 1998.
Colorful Macs released in April 1999.
Laptop first introduced in September 1999 as the iBook for $1,599.
Now, range in all sizes and all types, including laptops, notebooks, and desktops. iMac iPod iPad iPhone iPad With Retina display:
16 GB — $499
32 GB — $599
64 GB — $699
128 GB — $799 iPad Mini:
16 GB — $329
32 GB — $429
64 GB — $529 iPhone iPhone 4S:
16 GB — $99 iPhone 5
16 GB — $199
32 GB — $299
64 GB — $399 iPhone 4:
8 GB — $0 iMac 21.5-inch: 2.7 GHz — $1,299
21.5-inch: 2.9 GHz — $1,499
27-inch: 2.9 GHz — $1,799
27-inch: 3.2 GHz — $1,999 MacBook Air 11-inch: 64 GB — $999
11-inch: 128 GB — $1,099
13-inch: 128 GB — $1,199
13-inch: 256 GB — $1,399 MacBook Pro 13-Inch: 2.5 GHz — $1,199
13-Inch: 2.9 GHz — $1,499
15-Inch; 2.3 GHz — $1,799 With Retina Display:
13-Inch: 2.5 GHz — $1,499
13-Inch: 2.6 GHz — $1,699
15-Inch; 2.4 GHz — $2,199
15-Inch; 2.7 GHz — $2,799 Mac Mini 2.5 GHz: 500 GB Hard Drive — $599
2.3 GHz: 1 TB Hard Drive — $799 Mac Pro Desktop Computer
Quad-Core — $2,499
6 GB memory and 1 TB Hard Drive
12-Core — $3,799
12 GB memory and 1 TB Hard Drive
Server — $2,999
8GB memory and 2 1 TB Hard Drives Microsoft Surface RT: SWOT ANALYSIS Strengths: Brand name is very recognizable world wide, associated with quality and innovation.
Weaknesses: No good social media use.
Opportunities: Because of popularity and brand name, there's more opportunity to take risks.
Threats: A lot of other companies develop similar plans. iPod 32 GB = $299.00
64 GB = $399.00 Come in various colors, including:
Red Apple Inc. (2013). Apple Store. Apple.com. Retrieved March 10, 2013, from http://store.apple.com/us. 64 GB - $899
Higher price for lower quality Archos 43 $20 less but for obvious reasons