PRESENTED BY

ALY AYAD
MAYAR AHMED
NAYRA HASSAN
ASEEL ASHRUF
FARAH AYMAN

Under supervision of:

Dr.Reham farouk
 CONSUMER PROFILE
iphone 13 pro max

 IPhone is the most brand that seek to image we divided the turget audience into
two groups recently young age who are from ( 11-16 year) in category A families
are seeking for image between each other and seeking for updated technology with
storage ( 128 G )
 other category from 18-50 year this category include people who seeking for image
, business men and people who are loyal to the brand and are willing to camp out
for a new product introduction. With storage (512 G )

Apple marketshare was 18% of the global smartphones markets

 13 promax Galaxy S22 Ultra

Price:1000$ Price :1200$

Scoring 80 70
 Iphone strength
 Security
 TrueDepth Camera
 MagSafe: Wireless charging up to 15W
 Splash, Water, and Dust Resistant

 Iphone weakness
 Price very expensive
 Complexity: so we need to learn users
 fantastic quality with expensive price
 Good service after selling
 Payment methods: cash, valu and instalments by banks
What's the target market for the iPhone 13?

 Primary target audience :

Iphone users who already in the iOS ecosystem and want to be upgraded towards
trend , brand lovers

 Seconadry target audience:

Image seekers and people who want to try new product rather than android , family
opinion leader who had the purchasing power and want to buy a device to his
children with high safety

 Tertiary target audience:

Teenagers who like to have a device with high options , space for their games ,
camera quality.
 Our consumer :
Our loyal customers to the brand who are updated with our products
Image seekers who love brands , decide to buy a new mobile and
search for information about the best options but afraid to have
difficulties in using it , so we help by using stages of consumption
process

 Our customer :
Trade line and store which purchase apple products
STAGES OF CONSUMPTION PROCESS:

Pre-purchase :
Help the consumer to find the best source of information to learn more about
our product due to brand site which include information , image,strength
points of all products in details
Large conferences that apple made for introduction of every new product

.
Purchase:
Apple stores available in most places to save efforts , time for
consumer , maquette devices to enjoy experience with
qualified stuff to introduce its options , so it will be easy and
don’t feel complicated in usage

Post-purchase :
The product provide pleasure and intended function that the
consumer expect
Build customer-brand relationship by long term relationship ,
followup , customer service
Apple users have a love relationship with the products which
elicits emotional bonds of warmth, Passion
Self-concept attachment: the product helps to establish the
user’s identity
 Apple taps into numerous senses at once with their branding.
 their stores, for example, are all white, minimalist, and clean — this gives customers the feeling of
a modern, sleek, and high-end tech company.
 Their packaging provides the same feeling through a similar look.
 Apple targets its customers through sound. For example, when one of the hundreds of millions of
iPhone users go to lock their iPhones, the devices all make the same, identifiable, and memorable
noise. Apple iPhone lock button This sound is universal among all iPhones which provides a sense
of consistency and familiarity.
Alpine green and green which join the wide
range of beautiful colors on the iPhone 13
colors, These new colors give customers
even more options when choosing their
iPhone.
We make the consumer feel good about themselves
 Marketers can motivate buyer by fill need for achievement when he buy
iPhone 13 pro max he will feel with value personal accomplishment and
feel with self actualization

 Approach – Approach conflict :

Target audience (image seeker – gamer)
The conflict between iPhone 13 pro max and 12 pro max
The 2 options are equally attractive for customer and he want to choose
one of them these target audience
As a markter we perceived them to buy the newest and lastest version of
iphone and highlight the over benefits found in iPhone 13 pro max and not
found in 12 pro max which include in camera & battery & size …..
APPROACH-APPROACH CONFLICT

 they are both smartphones that have similar functions but they are
not compatible with each other, there are still some areas that
differentiate them, and they both have strong as well as weak points
we need to consider

 We have to choose by listing advantages and disadvantages, because

our budget only allows us to purchase one of them.

 Here comes a post-decision dissonance. For instance, by choosing an

iPhone we have a more simple interface, but Android phones have a
stronger battery that doesn’t require us to recharge phones as often as
iPhones. However, in order to reduce the approach-approach conflict,
what Apple does is calling attention to its benefits that no other phone
company has. It makes us clearly see the difference between an
iPhone and other “Android phones”
PSYCHOLOGICAL RISK
DEPRESSION, ANXIETY MOBILITY, SLEEP PATTERNS FACIAL EXPRESSION ANALYSIS AND HEART AND RESPIRATION
RATES
FUNCTIONAL RISK
CLOSED SYSTEM AND SCREEN CRASHING
PHYSICAL RISK
BURN,HEAT AND ELECTRIC SHOCK
MONTEREY RISK
EXTRA FEES FOR CHARGER AND HEAD PHONES
ATTITUDE FACILITATE SOCIAL BEHAVIOR BY 4 BASIC FUNCTIONS

 Based on functional theory of attitude it may be :

1-Utilitrian Function :
Iphone bring specific benefit function which is security and the
soft ware is very advanced which provide pleasure for the
customer
2-Value-expressive Function:
Which related to the customer’s self concept
The customer who using iphone 13 pro max feel with self stem
and express his social identity
3- Ego-defensive Function :

Which customer’s attitude work as defense mechanism to protect himself from

his low self concept and when he buy iPhone 13 pro max which costs 30,000
L.E he will feeling good and satisfied and this attitude is very psychological .

4- Knowledge Function :

The customer has knowledge for almost 5 years and always using versions of
iPhone .
And this which explain 4 people can each have an attitude toward same product
for different reason .
 THE HIERARCHY OF EFFECT

 Standard learning hierarchy:

Think – Feel – Do
Because iPhone 13 pro max is high involvement product
When the customer decided to buy this product he will first think about
features &benefits of this version of iPhone which include
( Storage – Camera – Battery – Ram ….),and then look to the shape and
colors of it which one feel he likes it more than others ,and then do
purchase.
CUSTOMER LEVEL OF COMMITMENT

 Mid level commitment (Identification)

It’s changeable if a new version of iPhone be in the market ,Customer may change his
overview and buy the new version of it if he is able .

*The correct action i am taking to resolve dissonance that my customer might face is:
Supply customer’s with additional reinforcement after their purchase which is taking
AirPods Pro for 75 % off and by this way our customers will be happy and satisfied from
this purchase.
 Decision making process.
 After the consumer has successfully been able to identify and recognise their personal
 needs whether it be actual or desirable, they begin with an internal form of information
 search. consumer recollecting “decision relevant” information in the form of memories before evaluating alternatives.
internal information may be acquired from sources such as repeated exposure to low involvement marketing in the form of
basic advertising. when a consumer is experiencing that internal information search is proving to be inadequate,
oftentimes they move towards a more external form of information search.
 Personal sources such as friends and family.
 Public sources such as newspaper.
 Marketing sources such as sales personnel and advertising.
 Experiential sources such as product trial.

 external information search is portrayed as consisting of two major sets
 of activities;
 (1) general, ongoing, continuous or regular activities,
 (2) goal oriented, pre-purchase or problem-solving activities. They further state that external
 information search is done with the purpose of minimising risk and uncertainty in the
 consumer’s mind.
.
 Primary influencer in the decision making
 Financial Influence
 considered budget did in fact affect their final decision.
 the cost-benefit principle applies to consumers as considering a budget prior to
 research, one is able to reduce the final cost they are to incur through the purchase of a good.
 Factors influence their decision making
 Social Factors
 feelings of belonging and each other’s moves to fit into a
 social group.
 Word-of-mouth (WOM) can have a huge impact on the decision making process when it comes to external influences.
 Price Factors
 Perceived Risk
 Functional risk: performance
 Physical risk : potential harm that a product may have on someone’s well-being
 Psychological risk: which is connected to the unpleasant aspects of a product that can cause harm to the mental health of a given
person
REFERENCE POWER : PERSON PERCEIVED ATTRACTIVENESS ( ABO HASHEMA )
EXPERT POWER : KNOWLEDGE POWER (YAHYA RADWAN )
YEHA HAS CREDIBILITY AND HAS 3 MILLION FOLLOWER ON YOUTUBE CHANNEL
APPROPRIATE LEARNING
Appropriate learning theory 
 (1) Behavioral learning theory
 (A) Classical condition (CC)
Stimulus generalization: we use family branding strategy 
 (B) Operant condition (OC)
This method used to learn people who need this devise as 
technician, business man and operation that need security so
learning the person makes a response because it is
instrumental to gain a reward or avoid a punishment.
 Cognitive learning theory
 These smaller units are easier for the human brain to remember and to
process. So, the flexibility of a smartphone to fill in the gaps of our free
moments of time is supported by two learning theories at once. If you
already make your content available so learners can access it on their
smartphones, remember to chunk it for better brain processing.

 Machine learning
 create intelligent features and enable new experiences for your apps by
leveraging powerful on-device machine learning. learn how to build, train,
and deploy machine learning models into your iphone, ipad, apple watch,
and mac apps.
 Kind of reinforcement with customer
• Frequency marketing As shop and earn
• Fixed interval reinforcement In the last months before
approach the new version we make sale up to 20%
• If you buy iphone 13 pro max storage 1 tera you take AirPods
pro with 20% discount as a motivation
• Packaging offer: when buy iphone 13 pro max and watch
series 9 you take 3000 point can replace it from any apple store
or apple agent