Marketing Analysis

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INTRODUCING APPLE

Apple Inc (formerly Apple Computer, Inc.) is an American multinational corporation

with a focus on designing and manufacturing consumer electronics and closely
related software products

It was established on April 1, 1976 by Founders Steve Jobs, Steve Wozniak, and
Ronald Wayne.

Computer Hardware, computer software, consumer electronics, digital distribution

Key People: CEO: Tim Cook

Total Revenue: US $ 233.7 billion(FY 2015)

Employees:49,400 No. of Locations: 317 retail stores

VISION: Man is the creator of change in this world. As such he should be above
systems and structures, and not subordinate to them.

MISSION: the Company is committed to bringing the best personal computing,

portable digital music and mobile communication experience to students,
educators, creative professionals, businesses, government agencies, and consumers
through its innovative hardware, software, peripherals, services, and Internet
offerings.

KEY PRODUCTS & SERVICES

Apple Inc. designs, manufactures, and markets mobile communication and media devices,
personal computers and portable digital music players, and sells various related software,
services, accessories, networking solutions and third-party digital content and applications.

The companys products and services include iPhone, iPad, Mac, iPod, Apple Watch, Apple
TV, a portfolio of consumer and professional software applications, iOS, OS X and watchOS
operating systems, iCloud, Apple Pay and various accessory, service and support offerings.

The company sells and delivers digital content and applications through the iTunes Store,
App Store, Mac App Store, iBooks Store and Apple Music (collectively Internet Services)

APPLE Brand Evolution

BRAND POSITIONING

Apple Brand Strategy Model

Target , Segmentation and

Positioning Analysis

Positioning Map
High Price

Low
Quality

High Quality

Low
Price

Apple Watch: The Masterbrand and Brand Promise

The use of the Apple Pay and Apple Watch brands reflect just how
strong the Apple brand name has become over the last 10 years. The
Apple Pay and Apple Watch names are descriptive and they leverage
the full strength of the Apple brand in each of the new categories
which Apple is entering.

The brand promise which the names of Apple Pay and Apple Watch
contain is now greater i.e that would not have been possible 10 years
ago. Because the Apple brand personality is now so strong,
expectations are already set, with the products themselves having to
live up to the brand promise. Their role is to sustain the brand
promise, rather establishing it, as many of the i-products needed to.

MARKET MIX
Apple products

Mac

Ipad

Ipod

Iphone

Apple tv

Apple store

Apple pay

Online apple store & app store

Apple watch

Authorized retailers

softwares

Telecom companies

Distribution or place

Promotions

Advertising

Prices & pricing strategy

Premium pricing strategy

Price that represents the

company and its product

Concentrated on premium
product development strategy

Personal selling

Sales promotion

Public relation

competitors

RECOMMENDATIONS

Technological innovation is very rigorous in todays time

Traditional options should be added so as to attract non-apple users.

They can innovate and integrate their biometric and apple pay system.

Smartphone varieties can have a positive effect

Promotional activities of the ipad in the educational sector can have a

very positive and high impact in its sales, functionality and usage

There is high potential of ipad usage in the banking and public sector.

Gaming, multimedia and storage on the ipad can be enhanced

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