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Apple case study



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This case study of Apple is made according to the emerging trends in marketing showing the AIDA model, features, attribute and benefits of Apple, Porter's five forces on Apple, brand portfolio of Apple, mind mapping of Apple, And Apple's net sales by products.

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Apple case study

  2. 2. A = Attention (Awareness): attract the attention of the customer. I = Interest: raise customer interest by focusing on and demonstrating advantages and benefits (instead of focusing on features, as in traditional advertising). D = Desire: convince customers that they want and desire the product or service and that it will satisfy their needs. A = Action: lead customers towards taking action and/or purchasing. AIDA is an acronym used in marketing that describes a common list of events that are very often undergone when a person is selling a product or service: AIDA
  3. 3. BRAND PORTFOLIO Apple includes different technological brands, with premium pricing strategy. All the brands are very successful in the market, especially the IPod, I phone, I pad, Mac book. Apple always focuses on innovation and new design and with the little time they launch new model in their brands to keep their brand on the top.
  4. 4. On October 23, 2001-the iPod CPU: Samsung ARM and Apple A4 5 GB hard drive that put "1,000 songs in pocket” New technology: spintronics Initially , iPod software only worked with Mac OS; from 2nd generation onwards works with Microsoft Windows also Apple's iTunes Store was introduced, offering online music downloads for $0.99 a song and integration with the iPod. iPOD
  5. 5. A convergence of an Internet- enabled smartphone and iPod. iOS, (formerly iPhone OS)- scaled down version of OS X 3.5-inch (89 mm) touch screen display, 4, 8, or 16 GB of memory, Bluetooth, and Wi-Fi iPHONE
  6. 6. Tablet PC Released on April 3, 2010 Processor: A4 256 MB RAM Bluetooth n Wi-Fi sold more than 300,000 units on that day and reaching 500,000 by the end of the first week. iPAD
  7. 7. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2002 2004 2006 2007 2008 2009 Apple's net sales by product category software, service and other sales service software hardware Iphone other music product Ipod macintosh
  8. 8. FEATURES Designs better products. Easy to use graphic user interface Great customer services and in store experience Simplicity. Security encryption ATTRIBUTES Compact product design Cloud services Sensible screen sizes Superior touch Exclusiveness BENEFITS High aesthetic value Replacement of products with defect Replacement of products with defect Integration with other Apple devices APPLE FAB
  10. 10. MENTAL MAP
  11. 11. 1. BUSY BINOD • Age: 28-35 • Income: Above Rs 15 lakhs • Personality and behaviour: Professionals, busy,travels a lot, uses email, reads journals and newspapers online, health conscious • Preference: Easy to use, sturdy, security • Requirement: efficient, branded, sleek, portable • Channel interaction: corporate magazines, online advertisements • Interacts with: colleagues, workplace friends, peers
  12. 12. 2. SPOILT SUNNY • Age: 15-20 • Income: belongs to upper middle class family • Personality & Behaviour: pampered, show-off, brand freak, tech savvy • Preference: wants recognition, goes partying, spends on shopping • Requirement: Cool product, excellent GUI, stylish • Channel interaction: Social media campaign, celebrity endorsement • Interacts with: family and friends