APPLE

PRESENTATION
Principles of Marketing
 Company Profile
Vision History
“We believe that we are on 1st of April, 1976 founded by Steve Jobs and
the face of the earth to Steve Wozniak.
make great products and One of the largest tech companies in the world in
that’s not changing" 2022.
Famous producer as well as distributor of
Mission hardware and software.
“Bringing the best user
experience to its customers
through its innovative
hardware, software, and The iPhone
services"
Primary income generator (50%).

Motto 2008 to 2015, sales kept increasing.

“Think different”
 Market overview & Competitive environment
1. Smartphone market 2. Apple's competitive advantages
Oligopolistic. Consistent interrelationships between
Second quarter of 2022, smartphones sold products in Apple’s ecosystem.
worldwide decreased. Strong integrated supply chain.
The smartphone market becoming more Abundance of financial resources.
saturated.

3. The competition
Oppo
Huawei
Samsung.
Google Play.
Marketing Objectives
Position Apple as a premium brand.
Retain loyal customer relationships.
Increase its middle and upper market
share internationally & Grow sales
revenues.
Manufacture and sell directly.
 PESTEL ANALYSIS
1. Political 2. Economical 3. Social
Secure country with Rapid economic Young population
no war or terrorism. growth. Friendly and hospitable
U.S.- Vietnam bilateral Rise in citizens’ with American brands
trade agreement. incomes.
Inexpensive labor and
manufacturing costs.

4. Technological 5. Environmental 6. Legal

More advanced Disposal of outdated Stricter regulations.
technology. or malfunctioning Driving factor to pay
Formidable rivals also electronics. more attention to
benefit. Produce sustainable security measures.
products.
 STRENGTHS WEAKNESSES
Strong brand Expensive
High-performance Remove accessories
Big database about customers
Huge investment in R&D S W Incompatible with other
software
Allegations of illegal tracking

THREATS
OPPORTUNITIES
Middle-income customers
growth (iPhone XR)
O T Increase in competitors
Apple is endangered by
Counterfeits
Humans depend more on Policy risks (China Tariffs)
Technology
Development of AI
 Segmentation & Targeting
Segmentation: Integrating multiple segmentation bases

Geographic:
Nation: Globally,
Density: focus on urban population (more than 33 millions in Vietnam)
Demographic:
Gender: Both genders
Age: aged 16-55,
Income: middle and high income groups
Behavioral:
Benefit sought: (1) Sense of achievement and belonging; (2) Self-expression; (3) Speed of service,
innovative features and design; (4) High security (5) High durability
Loyalty: (1) Hardcore loyalists (only use iPhones); (2) Switchers (who use 2-3 brands)
User status: non-users; potential users

Psychographic:
Lifestyle: (1) Explorer; (2) Tech-savvy; (3) YOLO (You only live once); (4) Consumerism
Personality: Almost all
 TARGETING
4 MAIN TARGET SEGMENTS:

Middle and upper- Tech-savvy, Students Professionals in

income consumers with especially those love media and design
high purchasing power capturing moments.
 TARGETING
Customer persona 1 Customer persona 2
Short description: Nam Short description:
Age from 16-30; Age from 31-55; Lee
Has own income or parental money, or Middle or High income level
both; Busy and communicate regularly
Needs self-actualization; Large networking
Loves innovative technologies; Not sensitive to price, but very sensitive
Sensitive to quality and a little to price to quality
Key attributes: Key attributes:
Ambitious; Ambitious;
Proactive; Proactive;
Digital Proficiency Determined
Hardworking
Challenges: Challenges:
Faces the digital insecurity Faces the digital insecurity
Short durability Short durability
Unmet capability Unmet capability
Hard to use
Needs: A smartphone that is Speedy, High- Out of battery
performance, Innovative, Fashionable, and High-
secure Needs: A smartphone which is Speedy, High-
performance and High-secure and shows their
classes.
 Differentiation and Positioning

Differentiation: Perceptual positioning map

Product features: Innovation
Price: very HIGH
Brand image: Classy and Stylish,
Upper Class

Positioning statement: To those seeking a premium smartphone, Apple is the smartphone

manufacturer that offers innovative, fashionable, luxury and high-performance devices, namely iPhones.
 Apple

Product
CARE+
warranty

Longlife battery

Cameras & Operating

images system
Three levels of product processing
software
Connectivity,
Core customer Discounts Productivity, Protection
High products
value for iPhones
Entertainment, Performance (phonecase,
students Self-expression
and capturing etc)
Actual product
moments

Augmented
product Various Screen
Design sizes

Innovative
features

Services
(iCloud, etc)
 Price
2 main pricing strategies:
Value-added pricing: better iPhones, higher Price
Market-skimming: High price when launching then
decrease gradually
Other strategies
product line pricing: different variants in one generation
captive-product pricing: charging bricks - a captive product
optional-product pricing: earphones, phone cases, wireless
charger, etc
Place
Physical Retail Stores
Apple has more than 500
retail stores in 15 countries
worldwide.
Online Retail Stores Third Parties
People can purchase Walmart and Best Buy run
products via Apple’s physical shops
official website and online Amazon sell through their
stores own online stores
Telecommunications
companies such as AT&T
 Promotion
ADVERTISING
straightforward, professional and creative
that focuses more on the benefits of users
MAC is a better computer that provides
customers with a simple and fast using
experience compared to PC
PERSONAL SELLING
customers are given product-specific
information by trained and knowledgeable
staff.
offers free “walk-through” sessions to buyers
 SALES
SALES PROMOTION
each time a new iPhone is
released, the cost of existing
iPhones will decrease
EDUCATION DISCOUNT
available for current and
newly accepted college,
university students
APPLECARE+ INSURANCE
customers can return their
gadgets in the case of
inadvertent damage.
INTERIORS
customers can interact
directly with the products and
their features
DIRECT AND DIGITAL MARKETING
visiting website to purchase the available
products
sending pre-order emails to inform
utilizing social media to interact with
customers
PUBLIC RELATIONS
retains press releases and events for the
most important products
Apple sponsored the NFL's Super Bowl half-
time show
 APPLE EATERS

Thank you!
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