APPLE

INTERNATIONAL MARKETING MANAGEMENT

BATCH – 2009-11
MBA(GEN)
SEC- A
AMIR JAMIL
ANUBHUTI SRIVASTAVA
DIVYA NIGAM
ARCHNA SINGH
CURRENT ECONOMY OF U.S.A
 DEMOGRAPHIC DATA OF USA

Median age 36.7 years

Population growth rate 0.878%
Natural pop. growth rate 0.590%
Birth rate 14.20 births/1,000
Death rate 8.30deaths/1,000
Human sex ratios 0.97 m/f
Unemployment rate 10.2% (2010)
 HISTORY OF APPLE INC.
• ESTABLISH IN “CUPERTINO CALIFORNIA” ON APRIL 1,1976.
• INCORPORATED AS” APPLE COMPUTER INC” ON JAN 3,1977.
• BECOME “APPLE INC.” ON JAN 9,2007 .
• WORLDWIDE EMPLOYEES-35000.
• ANNUAL SALES-USA $32.48 BILLION IN ITS FIRST FISCAL YEAR ENDING
29SEPT,08.
• WORLWIDE UNIQUE REPUTATION-
 AESTHETIC DESIGNS
 DISTINCTIVE ADVERTISING CAMPAIGNS IN THE CONSUMER ELECTRONICS
INDUSTRY.
 FORTUNE MAGZINE- APPLE THE MOST ADMIRABLE COMPANY IN THE
UNITED STATES-2008 AND IN THE WORLD-2009.
APPLE INC. CALIFORNIA , U.S.A
 STEVE JOBS CEO OF APPLE INC.AND
STEVE CHAZIN CHIEF MARKETING OFFICER
NEW PRODUCTS
 APPLE IPHONE 3G
INTERNATIONAL MARKETING STRATEGY
 SWOT ANALYSIS OF iPHONE 3G

• STRENGTH
– Innovative – innovative touch screen and multifunction device.
– Brand awareness – cool essential gadgets like iPods ,
technological innovations like the original Macintosh.
– Compatibility- iphone is compatible with many Mac OS software
tools.
– Ease of users- due to touch screen interface ,it’s operation is
extremely easier and intuitive.
– Price- the iPhone would be sold at a reasonable price for its

value. It outperforms any other PDA or smart phone.

– Quality- brightest and most scratch resistant screen, fine metallic
finish and durable & light.
WEAKNESSES
Image –Apple brand not targeted towards

business people as other smart phones.

Price – Apple does not yet offer lower
priced models.  
 
User Interface – Touch screen interfaces suffer
from the problem of “gorilla arm,” in which
long-term use of a flat, solid surface for input
becomes uncomfortable
OPPORTUNITY
•Increasing demand and expansion to a new target segment –
to target the business production. Apple will attract these
consumers and get iPod users to upgrade to iPhones.

Upgradeable – Since software on the iPhone can be updated,

it allows new exciting features. Future versions will also be
hardware upgradeable.

Partnerships – Apple can collaborate with many powerful

global mobile phone companies to flood the market with
iPhones, which reduces costs in markrting.
• THREAT
Increased competition – More companies may enter the market, given
that there are few barriers to entry other than patents. Competitors or
even Apple contractors can maneuver around patents to create similar
devices.

Downward pricing pressure – The iPhone is marketed as a high-end

phone, but phone prices are almost certainly going to fall when other
companies undercut the price of iPhones.

Difficulty expanding into Asian market – There is less hype and interest
in Asia since smart phones are better known and already widely used.
 Iphone 4P’S

• PRODUCT
A. DISTRIBUTION
 AIMING TO ROLLOUT WORLD WIDE –
 REPUTABLE MAJOR RETAILOR ONLINE.
 CELLULAR PHONE PROVIDERS.
 ALL APPLE STORES,APPLE WEBSITES WILL DEDICATE THEMSELVES TO
IPhone.
EYE CATCHING DISPLAYS WILL BE FOUND AT ALL PHYSICAL STORES
FEATURING THE IPhone.
B. PACKAGING- They package iphone as tastefully as all apple products
are.
C . WARRANTY
 IPHONE PROVIDES A FULLYEAR WARRANTY.
 ADDITIONAL 3YEAR APPLE CARE WARRANTY.
 PRICING
 MODEL OF 8GB 3G COST- $99
 MODEL OF 16GB3G COST- $199
 SPECIAL LIMITED EDITIONS-BEATLES Iphones
are being sold occasionally at a cheaper price.
 PLACE
• WORLDWIDE , ALL MAJOR COUNTRIES OF THE
WORLD
• PRODUCT EXPANSION STEP BY STEP AS PER
THE SEGMENT MARKET AREAS
 PROMOTION
• STRONG BRAND NAME
• HIGH QUALITY PRODUCTS
• LIMITED AVALIBILTY PROMOTED THE
PRODUCT AMONG ANXIOUS CONSUMERS
• USES PRINT MEDIA, INTERNET, WORLDWIDE
TELEVISION
 Objectives of iPhone Marketing

EXTEND APPLE BRAND NAME.

ESTABLISHING MEANINGFUL POSITION.
IMAGE BUILDING-
 INNOVATION
 QUALITY
 VALUE
MEASURING AWARENESS AND RESPONSES OF
MARKETING CAMPAIGNS.
MARKETING STRATEGY
 MARKETING AND COMMUNICATION

• REVOLUTIONARY COMMUNICATION.
• AUDIO/VISUAL ADS ON ALL OUR MEDIA
ADVERTISEMENT.
• ORIGINAL AND TASTEFUL ADS.
• MASSIVE TV CAMPAIGN.
• ADVERTISING ON REGULAR BASIS.
• COMMUNICATING VARIOUS DIFFERENTIATION
 COMPETITORS OF APPLE iPhone
AS SUCH NO MAJOR ONES IN TERMS OF
TECHNOLOGICAL INNOVATION AND QUALITY
SOME ARE
• NOKIA N97
• BLACKBERRY
• SAMSUNG SMARTPHONES
• TOSHIBA
Thank You