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Presented By: Mohit Mahal 029 Ram Punjani 040 Garima Solanki 013 Tushar Limaje 051 Sunaina Bhatia 055 Karthik K 020 Sree Harsha G N 045 Sunil Arya - 001
Executive Summary
In this presentation we will understand how apple Inc made iPhone a brand. Various aspects of marketing that apple has followed while launching the iPhone.
What unique value this product has created to the customers. Finally we will take a look at the budget constraints and the promotional strategies applied by apple team to make iPhone a hit.
Journey so far
First iPhone was released on June 29, 2007.
GPS Navigation in addition to other general features. The iPhone targeted the consumers who need to store information and communicate or people who want entertainment on the go. Apple launched 5 models of iPhone till date. Viz. iPhone, iPhone3G, iPhone 3GS, iPhone 4 and iPhone 4S.
SWOT Analysis
Strengths
Entire iPhone ecosystem
factor for the phone Excellent branding and marketing Lots of apps and feature
Weakness
Very expensive
Opportunity
o Huge untapped market o More innovation, features and models o Growing demand for Smart-phones.
Threats
o Samsung o Mobile manufacturers using Android OS o Lack of choice for consumers o Threat from cheaper substitutes
PEST ANALYSIS
Political Situation
Taxation is something that governments put and Apple
should study this as country by country case to anticipate profitability, and pricing strategy. Importing laws in the world with GATT are in favor of trading. Countries are very variable in stability of, so we should study each country case by case
Economical Situation
Economical growth world wide is in a big recession
which need careful manipulation Potentiality of the market is decreasing but it is higher than any others in the Telecom sector
Socio-Cultural Situation
Population growth leading to expansion of the sector needs for cell
phones. People depend more an more on mobile communication everywhere. There is educational growth in the world. Cultures perception of the technological devices is positive worldwide. Literacy & illiteracy level is not affecting using cell phones but affecting high technological cell phones, this fact needs to be considered. Acceptance of imported products in some countries are less if there is local provider There are different social views that may affect product should be considered (e.g.: Boycotting American products in the Islamic world)
Technological Situation
Level of technology in the world is increasing.
Internet level of awareness & usage for individuals &
industrial aspect are increasing worldwide Fixed phone lines capacity and development attempts. New technologies in the cell phones are increasing. Future plans for technological linkage between cities, universities, colleges, hospitals and other institutes are increasing and can be connected to cell phones Level of usage of the E- Technology (online bidding, billing, complaints, blogging etc) are high and trendy.
Market Opportunity
Increasing demand in the market and expansion to a
companies
high-end phone
Difficulty expanding into Asian market as it is better
Marketing Objectives
Set an aggressive buy achievable objective for the first and second years of market : 1. First-year Objectives - Aiming for a 2 percent share of the U.S and U.K. PDA/Phone market through unit sales volume of 445,000. 2. Second-year Objectives - are to achieve a 10 percent share based on sales. Extend on the Apple brand name. Extend on Apples image. Measure the awareness and response. Be the best in innovation and value creation Make Apple iPhone an object of desire.
Marketing Strategy
Target Market
Target audience - young men under the age of 35 Targeted people who did not own an iPod Businessmen and wealthy teenagers initial price of $499 Decreased price later to attract teenagers Cutting Into Android Market Share Differentiate the iPhone from other PDAs on the market.
Positioning
For the individual who needs to be entertained, communicate, do business, and manage their information while being mobile, the iPhone, a single multipurpose handheld device with Internet access and a widescreen audio/video player provides a collection of applications for every purpose. Using product differentiation, Apple positioned the iPhone as the versatile, convenient, value-added device for personal and professional use. Unlike other smart phones, the iPhone possesses an unmatched ultra-friendly and intuitive user interface.
Product
The iPhone combine three amazing products- a mobile
Care warranty
New products with new features like GPS, improved
camera, 4G etc
Place
Massive rollout worldwide at all reputable major retailers
providers
stores featuring the iPhone to make the product stand out from the pack month before its worldwide release
Price
Promotion
Apple Stores had the iPhone on display a full month