Apple inc and marketing

Marketing

When a product inspires you, you can inspire the world.

The people of Apple Marketing work directly with our designers and engineers as products are developed. It’s a level of collaboration that strengthens their commitment to the complete product vision, uniting this team’s wide range of talent around a singular focus: ensuring that the whole world feels as passionately about our products as we do.

Like everyone in entertainment, Scott collaborates with a great cast and crew.

There’s a common thread that runs through Scott’s journey at Apple: Teamwork brings out the best in him. That first became clear during Scott’s time in Apple Retail, where he could count on his team’s support as he turned each interaction with a customer into an opportunity to cultivate their relationship with Apple.

Today, Scott is part of Apple’s video marketing group, managing robust campaigns that reach millions of customers. Based in Culver City, California, an ever-expanding hub for the digital entertainment industry, Scott and his team support movies and TV shows — from the latest blockbusters to the buzziest series — guiding them from industry festivals to their debut on the Apple TV app. His group partners with the major movie studios and television networks, and works cross-functionally with internal groups across the Apple ecosystem. When they’re working on a movie with a big music angle, his team partners with Apple Music to cross-promote it. If a TV show is based on a novel, they’ll sync up with colleagues at Apple Books.

For Scott, it always comes back to getting the best out of each other. “Our projects involve lots of exciting partnerships. I’m continually building meaningful relationships with talented people. That’s how we get things done. And that’s how I’ve been able to learn and grow so fast in my role at Apple.”

The Apple Services Marketing team is growing our audience around the world. And growing in importance at Apple.

Find a team and begin your own
story here.

Services Marketing

As the range of Apple services continues to grow, this team is growing with it, innovating new approaches all along the way. Join them and help manage customer life-cycle marketing for all our subscription media platforms as well as our services, such as Apple Pay and iCloud. At Apple, hardware, software, and services are developed together to create the stories you’ll help tell around the world. Areas of work include Digital Marketing, Social Marketing, Direct Marketing, Partnership Marketing, Ecosystem Marketing, Revenue/Business Strategy, Content Marketing, Product Marketing, Creative Design, Brand Marketing, Customer Life-Cycle Marketing, Product Management, Business Development, and Payments Marketing.

Product Marketing

The people on this team are experts who know their technologies and markets inside and out. They have to, because they oversee the entire product life cycle, from concept through development and launch. Join this group and manage the process for products and services such as iPhone, macOS, and iTunes. You’ll collaborate with a wide range of teams that may include design, engineering, legal, finance, sales, marketing communications, and support. Areas of work include Product Marketing, Product Management, Developer Marketing, Apps Marketing, and Business Marketing.

Marketing Communications

This team crafts the messages that make sure the world knows about our products and services in a way that reflects the products themselves: simply, beautifully, and with a little personality. Areas of work include Graphic Design, Copywriting, User Experience, Content Management, Production, Creative Operations, Research and Analysis, Advertising, Social Media, Merchandising, Video and Motion Graphics, and Packaging Design.

Corporate Communications

This worldwide communications team informs the world about Apple, our innovative products and services, and the values that drive our company. Areas of work include Public Relations, Corporate Events, Employee Communications, and Buzz Marketing.

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The Marketing mix of Apple inc – Apple company marketing mix

March 10, 2019 By Hitesh Bhasin Tagged With: Marketing Mix

In 2016, Apple was rated as the number 1 brand across the world. Beat that!! The number 1 company in a world where there are billions of companies. As can be seen from the marketing mix of Apple, it is no surprise that the company beat everyone else.

One of the first words which comes to mind when describing Apple as a brand is “Innovation”. The reason is that the number of products introduced by the company are very few but they are extremely strong and innovative products. Apple does not have the product line of Samsung or google, but it has the product strength to defeat all of them.

Table of Contents

Let us go through the Marketing mix of Apple as a company.

Products in the Marketing mix of Apple

1. Macintosh – The reason Apple exists is Macintosh. Its Macintosh line of laptops are the most favoured laptops in the United states and are giving tough competition to the whole market. MacBook Air and Macbook pro are some of the recent models which are fan favorites.
2. Ipod – After Macintosh came the Ipod, which revolutionised the way we listen to music. What walkman was to Sony, Ipod was to Apple. Just like Sony became an instant hit with its walkman, Apple became an instant hit and a worldwide company with its Ipod. However, the innovations had just started.
3. Iphone – Apple was the first one to introduce multi touch smart phones. In fact, they went ahead and claimed that theirs was the company to invent multi touch. But the technology existed since far back and hence they were not awarded the patent. But the Iphone is a hit till date and is still going strong. Here is the marketing mix of Apple Iphone.
4. Ipad – After Iphone came the Ipad which instantly became a hit amongst apple fans. Now you could sync your laptop, your mobile as well as your tab. Being a product from apple, Ipad was superior in design and functionality. Here is the Marketing mix of Apple Ipad.
5. Iwatch, Apple TV – Some of the other products developed by Apple which were not such a big hit are the Iwatch and Apple TV. The Iwatch faces stiff competition from Samsung gear and Samsung gear 2. Apple TV faces stiff competition from Amazon Fire TV.
6. Software and services – One of the competitive advantages of Apple lie in its software and operating system which is the MacOS. At the same time, it introduced various services Itunes, Ibooks, Icloud, Apple music and others. Each of them is individually good, but together they drive a strong revenue for Apple.
7. Innovative, well designed and researched products – As a summary, all of Apple’s products are designed after doing a lot of research and development. Steve jobs was a master marketer and he had real insight on what customers want, which was the sustainable factor behind Apple as a company.

Price in the Marketing mix of Apple Inc

As discussed in the product part, Apple has very innovative products which delights their customers. Naturally, when they are superior to their competitors, most of their products have premium pricing. The Macbook, Ipad, Iphone, Iwatch are all premium products.

One of the reasons for the premium pricing policy of Apple is the technology used in its products. People swear that once you get used to a MacBook, you won’t go for any other type of laptop. Same is said for Iphone and Ipad as well. Naturally, with such fan following, and with the brand value that it has, Apple demands premium pricing for all its products.

Place in the Marketing mix of Apple Inc

Apple has various ways to distribute its products

1. Apple stores – Apple has its own exclusive stores from where it sells its product
2. Trade partners – Ingram micro is one of the trade partners of Apple and it takes care of distribution across many countries. Similarly, there are strategic exclusive partners of Apple which take care of its distribution. Naturally, by keeping lesser trade partners, Apple has the advantage of lesser hassle on distribution and hence it focuses more on R&D.
3. Retail – The trade partners then sell through individual handpicked retailers who are authorized to sell Apple products. Due to the premium model of the product, the distribution is niche and is given only to premium retailers who can meet the targets set by the company.
4. Online – A major sale point for Apple is E-commerce as well as its own portal from where it sells a lot of products. Most E-commerce portals have a separate page linked on the home page itself for Apple and its products which in itself shows the power of the company.
5. Store layouts – For a company which has a select line of products, the store layout is very open and there is lot of floor space for the customers to browse around and look at the products.
6. Helpful staff – A key factor in Apple stores is where the staff is more helpful. The reason is simple – Apple is quite advanced and it might not work as your standard operating system. So people need help with regards to understanding the product well. And that’s why you will find that there are more “advisors” in an apple store then “sellers”.

Promotions in the Marketing mix of Apple Inc – Apple promotional strategy

Apple is known for its smart and elegant promotions. The major focus of the company is on its product and differentiating the products from those of competitors. This is where the marketing communications derives its inspiration from.

Take any ad of Apple, and you will find the ad speaks about the things that Apple is doing different from anyone else. Quite recently, Apple even marketed headphones with a unique design, and even that ad showed how unique Apple was.

Here is the ad of Apple for its earphones

I could go and on about Apple promotions but this is about the Marketing mix of Apple and hence when we talk about the promotions there are some simple points

1. Elegant promotions – Apple has the habit of making promotions very very simple and top the point. Most of their print and creative ads will be done with a white and very elegant background.
2. Talking to the point – Another thing we can learn from apple is that their ads talk to the point. There is no fluff or 10 different things you can do with Apple. It’s to the point. One ad, one message, one target.
3. Premium media – Apple ads will not come for some days and dissappear. The company strongly believes in communication because Steve jobs himself was a master communicator. And they believe in showing the world what the company can do. Hence, you will find that Apple’s ads generally pop up during a product launch, they show what their product can do, and then the print media keeps running.
4. Very few price based offers – Another smart technique used by Apple is that there are hardly any price based offers by Apple. The one price based offer we have seen regularly is the discount for college students. But other than that, you will not see frequent “Sale” sign boards on an Apple store.

Overall, this was the Marketing mix of Apple Inc and it shows the great brand that Apple is. Since Steve jobs left, there are no new products that Apple has launched and the Iphone is now losing some of its polish. But still, there is a long history of the success stories of Apple as a company and we never know what they will launch.

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Marketing Strategy of Apple Inc – Apple Marketing Strategy

January 11, 2019 By Hitesh Bhasin Tagged With: Strategies

Apple is the largest brand in the technology industry in terms of its revenue generated as well as its brand ranking. It is not a surprise to many because Apple has time and time again presented products which were ground breaking and which revolutionised the market.

Apple has given us many delights over the years including the Macbook, the Ipod, Iphone, Ipad, Iwatch, Itunes and others. And due to its excellent product and differentiation, it is close to the heart of many techie enthusiasts.

Table of Contents

Here is the Marketing strategy of Apple

Segmentation targeting and positioning of the brand

There are three major segments which Apple targets. It generally uses lifestyle segmentation as Apple is the most premium brand out there. The segment is usually the urban population with enough buying power for purchasing Apple products. These are people who are early adopters in life but the brand equity of Apple is such that even laggards have started adopting the products.

In the Marketing strategy of Apple, it has three target groups

1. One is the music lovers who are targeted by the Apple Ipod and Itunes.
2. Another target the professionals or even teenagers who are targeted for Apple Iphone, Tablets, Macbook and other such gadgets which can be used by anyone, irrespective of age.
3. And third is the crowd which can use their other products and services like Apple TV and Apple Iwatch. They also use Ibooks, Apple pay etc.

Apple being the world’s number 1 brand has the topmost mind positioning and there is no doubt that when someone talks about Smartphones or Laptop or Tablets, Apple is the first brand that comes to mind maximum number of times.

Marketing mix in the Marketing strategy of Apple – Click here to read the Marketing mix of Apple, Apple Iphone and Apple Ipad.

SWOT analysis in the Marketing strategy of Apple – Click here to read the SWOT analysis of Apple Inc as well as SWOT analysis of Apple Iphone.

Mission in the Marketing strategy of Apple

Apple designs Macs, the best personal computers in the world, along with OS X, iLife, iWork and professional software. Apple leads the digital music revolution with its iPods and iTunes online store. Apple has reinvented the mobile phone with its revolutionary iPhone and App store, and is defining the future of mobile media and computing devices with iPad.

Vision in the Marketing strategy of Apple

We believe that we are on the face of the earth to make great products and that’s not changing. We are constantly focusing on innovating. We believe in the simple not the complex. We believe that we need to own and control the primary technologies behind the products that we make, and participate only in markets where we can make a significant contribution.

We believe in saying no to thousands of projects, so that we can really focus on the few that are truly important and meaningful to us. We believe in deep collaboration and cross-pollination of our groups, which allow us to innovate in a way that others cannot. And frankly, we don’t settle for anything less than excellence in every group in the company, and we have the self- honesty to admit when we’re wrong and the courage to change. And I think regardless of who is in what job those values are so embedded in this company that Apple will do extremely well.

Tagline – “Think Different” is one of the best slogans in the tech industry. Many people assume that Apple launched the slogan “Think different” in response to IBM’s slogan “Think”. However, since 2002, Apple stopped using the slogan in its marketing. But from time to time, the slogan has bounced back on Apple’s website or in their marketing and it has never left the mind of Apple loyal consumers.

Competitive advantage in the Marketing strategy of Apple

Apple has several competitive advantages over its competitors

1. Superior technology products – Macbook and Iwatch are clearly leaders in their market space because of the OS and the technology used.
2. Brand equity – Apple has repeatedly taken the top spot for its brand equity and has a cult following since ages.
3. Revenue over time – Apple has deep pockets due to its high margins.
4. R&D – A major competitive advantage of Apple is the amount it spends on R&D keeping its eyes on the future rather than on the present.

BCG matrix of Apple

When plotting the BCG matrix of Apple, the product portfolio of Apple is clearly divided into four parts.

1. The Cash cows are products which are existing since ages and which cannot be challenged in the current market conditions and have a majority market share when the global data is referred – These are Macintosh, Iphone, Iwatch (50% market share in 2015) and Itunes (a solid support service to all Apple products)
2. The stars are Ipad and Ibooks where there is a lot of competition and Apple has to invest a lot to keep these businesses on top.
3. The question mark is Apple TV which has low market share in an industry which is showing great potential and might grow at a rapid pace in the future.
4. The dog is Ipod because although it has a high market share, the industry itself is rapidly degrowing because Smartphones have replaced Ipods.

Distribution in the Marketing strategy of Apple

Apple has a very smart retailing setup. It has around 450 stores within the US. And these retail outlets are such that they are more focused in helping the customer and making him comfortable with using Apple rather then selling the product and stuffing the product down customers throat.

Apple has also introduced the Apple Genius Bar, which is a walk-in service center and can help any customer in problems they are facing in MacBook or Iphone or Ipad. Overall, the company owned Retail and Service outlets are great.

Along with company owned stores, Apple has set trade partners like Ingram Micro and Redington which are responsible for the sales and distribution of the brands. These trade partners will buy in bulk from the brand and then distribute the product in the market. Thus, besides its own retail stores, Apple is found present in other modern and premium retail stores. These stores are covered by its retail partners.

The Online E-commerce presence of Apple is fantastic. Most E-commerce portals promote the brand themselves because they know that the brand is in huge demand. Besides this, there is very less price penetration in Apple, and hence the channel partners and E-commerce portals are happy too as they don’t have to fight on price. from the home page itself. The combination of retail, distribution and E-commerce gives a complete market reach to Apple.

Brand equity in the Marketing strategy of Apple

Apple has the highest brand equity in the world as of 2016 and it is the topmost ranked brand in the world. The brand worth of Apple is 118.9 billion dollars. The brand has done a lot to reach this brand equity, but a major contributing factor was its ability to give hit products back to back, and to reach across the globe with these excellent products. The combination of both with the excellent marketing communications of the brand help Apple reach the highest brand equity possible.

Competitive analysis in the Marketing strategy of Apple

Although on a company level there is very less competition for Apple, on product levels, there is repetitive competition for each of its individual products. Ipad faces competition from Samsung tablets, Iphone faces major competition from Android based phones, Macbook is facing stiff competition from Dell which also has superior products.

The unique services offered by Apple such as Itunes also face competition from other online music players which are cropping up every day. Ibooks faces strong competition from Amazon and even Apple TV faces competition from Fire TV of Amazon. Samsung gear and other smart watches are rising competitors to Iwatch although Iwatch still holds a majority market share.

Promotions in the Marketing strategy of Apple

Apple is one of the most elegant advertisers as can be seen from any of its print ads in newspapers. You will commonly find Apple ads to be clear and crisp in their message. Their background will be white and there will be a splash of colors on the print ad introducing the product or differentiating the product.

And that is one major strength of the brand. Apple has so many differentiation points that it can have a slew of ads, all targeted towards differentiating the products that it is offering. Not only the print ads, even the video ads do the same. They tell you one point which highlights the product features.

Here is a simple image made by Apple to differentiate between PC and Macintosh. Look at the clean and to the point copy.

Overall, the advertising and promotions of Apple are used tenfold when there is a new product launch. The hype created is so much that you just can’t ignore it. And this hype is continued until the product becomes a success. As the number of products with Apple is less, it is no doubt that it wants each one of its product to be a hit.

This was the Marketing strategy of Apple. The Brand can teach a lot to marketers with regards to differentiation, brand building and most importantly – Innovation.

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