Strategic Marketing

APPLE COMPANY
CUPERTINO, CALIFORNIA US
COMPANY BACKGROUND:
 Founded in Cupertino, California US (April 1, 1976)

FOUNDERS:

Steve Jobs

Steve Wozniak

Ronald Wayne
 Apple started in 1976 as a computer company.

 In the last decade, however, Apple has expanded into a

very intricate company that specializes in much more
than just computers.

 In 2001, Apple broke the barrier with the iPod, eventually

becoming the dominant market leader in music players.

 As well, Apple joined the phone industry in 2007 with the

iPhone, which has also been widely successful.
 With 284
locations-
January
2010.

 Area
served
worldwide.
PRODUCTS

 Macbook Pro

 Macbook Air
  iPod Touch  iPod Nano
 iPad

 iPod
Shuffle

 iPod
Classic
 iPhone
3gs

 iPhone 4
SERVICES
APPLE SALES REVENUE

 Revenue- $42.91 billion (2009)

 Operating Income- $11.74

billion (2009

 Profit- $8.24 billion (2009)

 Total Assets- $47.50 billion

(2009)

 Total Equity- $ 31.64 billion

(2009)
MANPOWER

Apple’s manpower/employees and workers in

year 2009 are now 34, 300.
PRODUCT PACKAGING AND ITS BENEFITS
 Packaging for apple products are almost
entirely recyclable.
 Retail box- made primarily form bio-based
materials.
 Packaging for apple products are extremely
efficient, allowing more units to be
transported in a single shipping container.
 Materials Retail box

Paper (fiberboard,
paperboard, and paper 120g
foam

Thermoformed
11g
polystyrene

Other plastics 2g
MANUFACTURING AND ITS BENEFITS
RECYCLING
STRATEGIC MARKETING

Apple's Branding Strategy

•Apple Inc. uses the Apple brand to compete across several

highly competitive markets, including the personal computer
industry with its Macintosh line of computers and related
software, the consumer electronics industry with products such
as the iPod, digital music distribution through its iTunes Music
Store, and more recently in the smart phone market with the
Apple iPhone.
Apple's product strategy is to create innovative products and
services aligned with a "digital hub" strategy, whereby Apple
Macintosh computer products function as the digital hub for
digital devices, including the Apple iPod, personal digital
assistants, cellular phones, digital video and still cameras, and
other electronic devices.
 The Apple Brand Personality

•Apple has a branding strategy that focuses on the emotions. The

Apple brand personality is about lifestyle; imagination; liberty
regained; innovation; passion; hopes, dreams and aspirations; and
power-to-the-people through technology.

•The Apple brand personality is also about simplicity and the

removal of complexity from people's lives; people-driven
product design; and about being a really humanistic company
with a heartfelt connection with its customers.
Apple Brand Equity and Apple's Customer
Franchise

•The Apple brand is not just intimate with its customers, it's
loved, and there is a real sense of community among users of its
main product lines.

•The brand equity and customer franchise which Apple

embodies is extremely strong. The preference for Apple
products amongst the "Mac community", for instance, not only
kept the company alive for much of the 90's

•Apple has made big advances in becoming more efficient,

particularly in logistics and operations, but would still find it
difficult to make a profit at the price levels Dell transacts at.
 MACWORLD EXPO
 Macworld 2011 is a four day celebration that entertains and
educates. Macworld offers access to hundreds of Apple
related products and services. You will discover cool
software, hardware and accessories to use with your
favorite Apple devices. 

 You will also find expert advice, demonstrations and

instruction by the very people that develop these products.

 Macworld conference programs feature industry leading

minds, presenting cutting edge product training on the topics
you most want to learn. Register for Macworld 2011 today.
APPLE MACINTOSH- MARKETING CONCEPT

 The marketing concept used by the Apple company divided into 3

categories which are customer oriented, organization objectives
and coordinated market activities.

 The Apple Company modifies offering by creating varieties in their

products.

 They also try to attract customers by advertising through media which

is appealing to the customers.

 Moreover, they create convenience to the customer by providing good

delivery service.

 All this steps taken by Apple company it said to be process of reaching

customer orientation concept.
 The Apple Company also applied societal concept to the
business. Societal concept focus on consumer needs, wants
and society’s expectation.

 Based on our research, Apple Company has recycled over

21 million pounds of electronics worldwide since 1994.

 Apple Company also has a continuing free iPod recycling

program in the US retail stores, offering environmentally
friendly methods of disposing of old and unwanted iPods.  

 The purposes of recycling are to reduce toxic products,

increase durable products and save resources.