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Objective of the presentation• At the end of the session, we will be able to know-i. Apple Computers and its brand value.ii. The success story of Apple Computers.iii. The way through which it creates brand loyalty.
INTRODUCTION• Global market leader in the segment of computers, i phones and smart phones.• CEO- Tim Cook.• Private limited company.• Founder- Steve Jobs.• Global turnover-• Presence in countries-
SUCCESS STORY• Apple Inc is widely successful at building brand loyalty in Apple products.• In 1976, the first Apple came to market.• fans are forever devoted to Apple and must get their hands on the new versions of the iPad, iPhone or Apple TV, whatever the cost.
BRAND LOYALTY FOR APPLE• Customers sleep on Apple Stores in night so that they can be the first one to buy apple products.• Customers don’t mind to be beaten by police while trying to be first user.• Most of the users are very much committed and brand loyal.• Post purchase behavior is very positive.
The Buy-in Culture• Apple’s products are meant to compliment each other, which encourages consumers to purchase another product in the brand. Take for example the iPod Apple product. A consumer purchases an iPod, but then downloads music from iTunes. Having the user use the same brand for both hardware and software needs tends to increase consumer brand loyalty.
Success Mantras• Apple is Steve Jobs. Steve Jobs is Apple. People feel like they have a personal relationship with Apple because they’re essentially thinking of Steve.• Brand loyalty means trust in brand. For apple Steve was himself a credit and assurance.
Marketing Strategies Used-• Pricing – Skimming strategy – Typically competitors’ prices drop rapidly – Expect Apple prices to fall slowly• Product – Add functionality, maintain price – Versioned iPods for price-sensitive segment.
Marketing Strategies Used…….• Distribution – Restricted availability to Cingular and Apple stores – New iPhones will open channels & drive sales
Marketing Strategies Used…….• Promotional activities- Use of e-media and social networking. Think different campaign. Creative advertisements. Cingular iPhone discounts unlikely Expect iPhone voice / data plans
SWOT Analysis weaknessesstrengths Sensors High price Style/Brand Limited distribution channels User base Missing features Hype Unsafe for First mover corporate use? Migrate people to Apple Similar devices Port existing apps Highly developed market New social device Distribute iTunes contentopportunities threats