COMPANY PROFILE

Steve Jobs Steve Wozniak

Created Apple Computer on April 1, 1976

COMPANY PROFILE
Apple Inc., formerly Apple Computer, Inc.

Apple Computers Established on April 1, 1976

Business Category: Computer Hardware and Software,

Mobile Platforms and Multimedia Services
From Beginning (1976 1984)

Apple 1 Apple 2 Apple 3

(Launched on (Launched on (Launched on
11th April, 1976) 16th April, 1977) 19th May, 1980)
From Beginning (1976 1984)

Apple Lisa 1st Jan Macintosh and Steve Jobs

1983. Due to high resigns and
the 1984
price, Lisa failed to
commercial created NeXT
penetrate the
business market.
The Struggle (1986 1997)

Macintosh Apple started Steve Jobs was

Portable thePower re-hired as CEO
in 1989 Macintosh line in in 1997
1994
The Growth (1997 2001)

Apple iMac, 1998 iBook, 1999 Mac OS X,

store, 1997 2001
The Growth (1997 2001)
Shuffle
Nano
iPod
Classic
iPod
Touch
iPhone
iPad
In October 2001, Apple introduced its firstiPod
portable digital audio player.
Apple 2011 to present
Became the most valuable
consumer facing brand in the world
In June 2011, the unveil of iCloud
Steve Jobs passes
Tim Cook became CEO

Tim Cook
 SWOT Analysis
Strengths
Strong brand Image
High profit margins
Design & Technology
Opportunity
Increasing compatibility of
products
Technology advancement
Product diversification
Weakness
High selling prices
Incompatibility with other
products
Sales is limited to the high end
market
Threats
Aggressive competition
Imitation
Further increase of
manufacturing costs
 Perception Mapping
It is a marketing research
technique in which consumer's
views about a product are traced
or plotted (mapped) on a chart.

Perceptual Mapping tells us what

people think about a product

It gives a diagrammatic overview

of opinions on a product or service

Perception mapping is also called

positioning map which helps to
develop marketing positioning
strategy for the product or service

While plotting a perceptual map

two dimensions are commonly
 Benefits of Mapping
Check reality To see how the target consumers actually
perceive the various offerings and
positions
Impact of campaigns To measure/track the impact of recent
marketing campaigns and any other
marketing mix changes
Monitor new products To identify how well any new products have
been positioned into the market
Monitor competition To monitor the impact of various
competitive offerings over time
Look for gaps To assist the company identify market gap,
as an input into the new product
development process
Understand segments To provide information that will help
further understand different market
segments
Track preference To track any changes in consumer
changes preferences (and other environmental
 Perceptual Map - Smartphone
A smart phone offers more advanced computing ability and connectivity that
the conventional mobile phone
SMART PHONE PDA CELL PHONE

Bene Valu
Attri Highlights fit
Highlights e
bute 1 /2 of the 1 /2 of the Claims
distinct distinct best
properties benefits to value for
of the the price.
Perceptual Map - Smartphone
Perceptual Map - Iphone
Introduction to Apple Logo

A P P L E S LO G O I S O N E O F T H E M O S T P O P U L A R S Y M B O L A C R O S S T H E
W O R L D . I T H A S B E C O M E O N E O F T H E S Y M B O L S T H AT L A R G E LY
S I G N I F I E S D I G I TA L P R O W E S S O F O U R A G E A N D T I M E . AT T H E S A M E
T I M E T H E LO G O I S A L S O A S S O C I AT E D W I T H T H E E L E M E N T S O F S T Y L E ,
C L A S S A N D Q U A L I T Y. T H I S LO G O H A S B E E N I N S T R U M E N TA L I N
P R O J E C T I N G T H E T E C H N O LO GY G I A N T A S O N E T H E M O S T
S U C C E S S F U L G LO B A L D I G I TA L B RA N D .
Semiotics Analysis of Apple Logo
PLACEMENT OF
THE LOGO ON
LAPTOPS

Initial placement of the was

e logo on laptops to face
the user.....so it was upside
down for the fore viewer.
Later it was placed upside
down for the user and
straight up for the fore
viewer which was in sync
with the companies
philosophy of not only
attracting the buyer but
targeting a wider global
audience.
Theory
a/b = (a+b)/a =
1.6180339887498948420
 APPLE INC The Worlds Most Valuable Brand

Forbes in 2016 edition considered

Apple as world s most valuable brand ,
this was 6th consecutive year in the
top spot.

Despite a less-than-desirable revenue

growth in April, the tech giant still
outpaced other brands with a value of
$154.1 billion.
The World's Most Valuable Brand :-

The top ten, as reported by Forbes, is as follows:

Apple: Brand value $154.1 billion
Google: Brand value $82.5 billion
Microsoft: Brand value $75.2 billion
Coca-Cola: Brand value $58.5 billion
Facebook: Brand value $52.6 billion
 Brands get their value from how customers perceive them,
says David Reibstein, a professor of marketing and branding
expert at theUniversity of PennsylvaniasWharton School.

Apple dominates in a consumer tech industry where brand

matters.

The adulation helped the company generate $53 billion in net

income last year.

Steve Jobs once said that The chance to make a memory is the
essence of brand marketing. The brand has done that by
creating a connection with customers through music, phones
and computing. It now wants to do the same in watches, TVs
and payments with more categories, like autos, also on its radar
 Customers are more likely to rememberand purchase
products and services that make them feel good

Apples mission statement focuses on just that, and

reads: Apple is committed to bringing the best personal
computing experience to students, educators, creative
professionals and consumers around the world through its
innovative hardware, software and Internet offerings.

If you want brand loyalty, do as Apple did and emotionally

connect with your customers and start a movement that
you believe in. The rest will certainly follow.