Introduction
Formerly known as the Apple Computer Company, Apple was developed by the three co-founders i.e. Steve Jobs, Steve Wozniak and Ronald Wayne. The company came into being on 1st April 1976, when they launched their first product, the Apple-I.
The company has its headquarters in California, U.S. After the resignation of Steve Jobs, Tim Cook has taken over the position of the CEO of the company. The company has about 116000 (2016) full-time employees and earns a worldwide revenue of about $215 billion in the year 2016 (fiscal year). The company enjoys a huge brand loyalty and is ranked as the world’s most valuable brand.
Apple is the largest information technology company in the world in terms of revenue and second largest in terms
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Functional benefits of a brand are not the only way to encourage loyalty. Customer loyalty cannot be encouraged only by functional benefits of a brand, consumers’ needs should be created by addressing their emotional benefits for better brand awareness. Apple’s emotional branding is the key to its survival; a brand that is felt in the heart and mind of the consumer. Apple’s brand is reflected through their core beliefs about imagination, innovation, and design. The company renamed itself Apple Inc. rather than Apple Computer which shows company’s openness to explore and innovate in products other than computers.
Marketing Strategy
Branding Strategy
Apple tries to connect with its users at a very emotional level and make them feel proud of owning their products. They believe in empowering people through technology and make their life easier. It aims to make the life of their customers easier and connects with them to provide the ultimate customer experience.
They have created a community of specific device users and make the customers feel that they should be a part of this community rather than being left out.
The company believes in ingraining their parent company’s name with every product and want the customer to know their products by the name of Apple due to the huge reputation that Apple has created over the years. It has also made its products distinguished by
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1984- Why 1984 won’t be like 1984
In 1984 Apple launched the Macintosh and the advertisement that was launched before it was highly inspired by the novel 1984 by George Orwell and read a caption at the end stating, ‘Apple computer will introduce Macintosh and you’ll see why 1984 won’t be like 1984’. The advertisement that was directed by Ridley Scott was hated by the board of directors at that time. However, Macintosh went on to sell 72,000 computers in 100 days and was a massive success for the company. In 2004, Apple relaunched the same campaign by adding the iPod in the advertisement and keeping it exactly identical to the original one.
2. 1997- Think Different
After the return of Steve Jobs as the CEO, the company saw a new wave of branding led by Jobs. The slogan ‘Think Different’ was an attack on the then rival IBM’s ‘Think’. The commercial focused on the legendary people who think differently and make changes in the world. Jobs wanted to brand the product for independent and strong thinkers.The campaign was considered to be the most successful campaign of all by the Tech Republic.
3. 2007-
Apple as explained above was founded by Wozniak and Jobs who began with the first edition of the Apple computer where for startup cash, they sold a van and used Job’s family garage as their shop premises in Los Altos, California This same garage harbored the great development of ideas and innovation techniques that resulted in the success of Apple till today (Mittan, 2010). Wozniak was the brilliant mind that invented the Apple computer while Jobs advertised and located a buyer for their first computer. From the same garage, they made and sold fifty computers that represented the commencement of Apple’s product line
Apple Inc. is a well-known computer manufacturer, smartphone and digital devices device maker. Company have made strong roots in the computing market since its beginning its’ all, because of its maintained quality which have been continuously
As one of the most well-known and respected companies in the world, Apple Inc. was one of the few companies to emerge from the recession stronger than ever. Started in 1976 as a computer business, most of Apple’s success has been attributed to its music- and video-related products and the iPhone. Quickly became known then as a company that made innovative consumer electronic products instead of just a company that made computers, it changed its name in 2007 from “Apple Computer” to “Apple Inc.”. As Steve Jobs, Apple’s former CEO and co-founder said, “The Mac, iPod, Apple TV and iPhone. Only one of those is a computer. So we’re changing the name.”
In the same year, Apple was renamed to Apple Inc.; previously it was Apple Computer, Inc. The new name was an image move, showcasing the company’s shift towards consumer, life-changing products. Upon researching this transnational corporation, what I found most interesting was their simple approach to advertising. It reflects the lifestyle that iPhone owners accomplish by utilizing this product to
Apple Inc. has always believed in order to stand out from other brands is to be successful in this area, in other words means to have its own personality. And because of that, Apple strays from its competitors by a wide margin. Apple’s work has always been judged upon the lifestyle of its customers. You can tell by how much Apple Inc. stresses upon this area by releasing “Siri”. An artificial intelligence that communicates with the consumer that provides information with every question asked. With the brilliance of “Siri”, Apple Inc. is said to have shaped the generation of technology, again adding good brand image. With a good brand image, it also creates good value for consumers because it shows Apple Inc. has innovation in all of its products, like
It's not care to produce it products in a complex form to avoid imitate competitors but it care to create products which deliver and it's easy to use. It's an exceptional which has propriety formats not compatible with other systems. It early understand why it's important to be consistency and easy to adapt to new hardware. That mean apple strategy was understand the customers tastes was changing (Bowerman and wart 2011:63). According to apple Inc. (2012), apple aware about need for rethinking in advertising . Apple knows that is important and necessary to expense a lot of money on PPC ads with Facebook or google when you desire to improve or increase the sales and revenues .it's smart and have attractive manner through exploit the advertising in social media that will benefit the company or benefit them in promotion their products so, they have a specific rule which refers if it the attention and cost of advertising was increase that will gain more attractive people. on other hand, they believe when its neglect that point and don’t care about advertising that could had a threat to loss and decline. next, it Consider on unique value proposition so, apple avoid price wars . apple was more Telligent than other because it don’t want to competing other ,that company having leadership and monopoly strategy to become exceptional and powerful. actually, competing on
The company not only designs but they manufacture, market mobile communication and media devices, personal computers, portable digital music players. Apple technology has impacted so many businesses and individuals as a whole. Apple’s technology has always been a step ahead of their competitors. I have an iPhone and it seems like every year a new iPhone is produced with more features and capabilities.
The success factors of Apple are obtained through meeting the appeal of the corresponding aspects of consumer behaviour that are Perception, Learning and Memory, Motivation an Values, The Self, Personality and Lifestyles, Attitudes, Attitude Change and Interactive Communications, Individual Decision Marketing, Buying and Disposing, Group Influence and Opinion Leadership, Income Social Class and Family Structure, Subcultures, Cultural Influences on Consumer Behaviour, and Creation and Diffusion of Culture. During the course of the 41 years of existence for the company, as the history background detailed above states most of these aspects were surely addressed in one way or another in order to maintain the on-going and everlasting success of the brand along with being able to recognize the failures and later turn them into successes as well. Apple has established its brand to meet the consumers’ perception by setting a standard that involves selection, organization, an interpretation of it sensations. This is made possible through the eye grabbing aesthetics’ characteristics of most its products and the logo that were designed to be visually appealing to create and immediate response of sensory receptors such as basic stimuli like light and colour. Through the aspect of Learning and Memory the use of repetition from associative learning to the brand name Apple is easier to be familiarized with. As it constantly being repeated, the term increases learning and generates more
Apple implemented the marketing concept by focusing on customers’ needs through imagination, design, and innovation creating an emotional brand for its customers. Even though Apple is a technological company it takes a humanistic approach to satisfying the needs of its customers far better than the competition.
Apple is an American multinational technology company that leads in the worlds largest consumer technology company. Not only is Apple a worldwide technology company, but it also the third largest mobile phone manufacturer. Headquartered in Cupertino, California, Apple designs, develops, and sells consumer electronics, computer software, and online services for over 41 years. Tim Cook, CEO of Apple inc. head of Apple Board of Directors, describes Apple products as devices that can change lives and help shape the future. With over 500 retail companies around the world, Apple holds a value of 750 billion dollars. With Apples continuous production of innovative hardware products, softwares, and consumer electronics, more than a billion Apple products are being actively used and operated around the world.
This paper comprehensively describes the marketing plan of a charismatic organization Apple Inc. The main focus of the paper is to describe the most important marketing strategies which Apple has espoused from the date of its emergence and different challenges which it has faced from time to time. The paper begins with an introduction to the organization. Apple Inc. is an American MNC; engaged in the business of developing and marketing of IT products. Apple has expanded its business operations all over the world. Every product which Apple introduces has its own target market; it develops marketing plan and strategies for each of its products separately (Apple, 2012). Apple's strengths include strong brand image, financial strength, product and process design, and highly efficient operations management while high prices and inability of up gradation of some products are its main weaknesses. Apple has threats from its competitors, increasing costs, and economic situations but has greater opportunities in entering new markets, making strategic alliances, and bringing innovations through efficient R&D. Before entering new markets, Apple has to analyze the business environment through sensitivity analysis, and then decide a framework for the future strategies.
Apple prides itself on offering innovative technology to a society that has become dependent on it. In markets inundated with companies offering similar products and services, Apple has had to rise above and distinguish itself from the masses. While their products have a cultivated a devoted-customer following (our family is one of them), their organization and the values it espouses are what will help them to remain a relevant and successful company in the tech world.
Apple Inc. plans, produces, and markets versatile correspondence and media gadgets, PCs, watches, and convenient advanced music players around the world. The organization likewise offers related programming, administrations, frill, organizing arrangements, and outsider advanced substance and applications. It offers iPhone, a line of cell phones that involve a telephone, music player, and Internet gadget; iPad, a line of multi-reason tablets; Mac, a line of desktop and convenient PCs; iPod, a line of versatile advanced music and media players, for example, iPod touch, iPod nano, and iPod mix; and Apple Watches, individual electronic gadgets that join watch innovation with an iOS-based client interface.
Its advertising focuses on the value for the money vs. have the lowest price in the industry. It also uses the App Store to promote, demonstrate and assist customers with how to operate its new products and applications. Lastly, they use many major authorized retailers such as Wal-Mart, Best-Buy, Brands-Mart, Micro-Center or Target to display the i-product line, in particular, the i-Pods and i-Pads.
Apple Inc. is a multinational corporation that specializes in the production of consumer and business computers, electronics, and software. The company was established on April 1, 1976 by three individuals named Steve Jobs, Steve Wozniak, and Ronald Wayne. It was then incorporated on January 3, 1977 and was initially known as Apple Computer, Inc. for 30 years thereafter, until it was changed to Apple Inc. on January 9, 2007, so as to include a more diverse line of products to the market than just computers, as the former name suggested.