apple brand audit pgexp 13 15-iimr
TRANSCRIPT
APPLE INC.
Apple Brand
Audit
Submitted to:
Prof.T.N.Swaminatha
n
By: Shambhu Mandal @ PGEXP 13-15, IIMR
Brand audit is concerned with the behavioral and
psychological nature of brand equity, and it will be
discussed in terms of strength of a brand’s equity and its
nature. So simply it is the examination of brand’s current
position in industry compared to its competitors and the
examination of its effectiveness, brand’s strategy,
positioning, market position, consumer views, pops and
pods etc.
INTRODUCTION BRAND AUDIT
The brand which we have taken is Apple, the main
objective of this audit is to show that where the brand is
currently stand. After the audit will be done we also come
to know that whether the share of brand in market is
increasing, decreasing or stable. It will also show that what
are the strengths, weaknesses and opportunities for this
brand, how much people know and like the brand. So after
audit we can come to know about the overall market
position of the Brand.
OBJECTIVE AND SCOPE OF THE AUDIT
The innovative products of apple have enabled the company to be a global
brand worldwide. Apple Computer, Inc., is a multinational corporation that
creates consumer electronics, personal computers, computer software, and
commercial servers, and is a digital distributor of media content.
Apple's core product lines are the, I phone, I pad tablet pc, and I pod portable
media players and Macintosh computer line.
The founders are Steve jobs and Steve wozniak which created Apple Inc on
1st April 1976. Initially, Apple has just produced the personal computers for
almost two decades.
With the introduction of the successful iPod music player in 2001 and iTunes
Music Store in 2003, Apple established itself as a leader in the consumer
electronics and media sales industries, leading it to drop "Computer" from the
company's name in 2007.
The company is now also known for its iOS range of smart phone, media
player, and tablet computer products that began with the iPhone, followed by
the iPod Touch and then iPad.
As of August 29, 2014, Apple is the largest publicly traded corporation in the world by market capitalization, with an estimated value of US$ 612.26.
BRAND AUDIT APPLE INC & ITS HISTORY
“Man is the creator of change in this world. As such he should be above systems andstructures, and not subordinate to them.”
VISION
“the Company is committed to bringing the best personal computing, portable digital music and mobile communication experience to students, educators, creative professionals, businesses,
government agencies, and consumers through its innovative hardware, software, peripherals,
services, and Internet offerings.”
MISSION
Throughout the years Apple has maintained the high quality and
innovation in their products, which make apple different and
successful brand. Following are the attributes of apple which make
apple world’s number 1 brand.
1. Stylish
2. Cool
3. Unique
4. Reliable operating system
5. Innovation
6. Intuitive
7. Retina display
8. Multi tasking
BRAND ATTRIBUTES
Apple includes different technological brands, with
premium pricing strategy. All the brands are very
successful in the market, especially the IPod, I phone, I
pad, Mac book. Apple always focuses on innovation and
new design and with the little time they launch new model
in their brands to keep their brand on the top.
BRAND PORTFOLIO
THE
PRODUCTS OF APPLE
• Mac OS
• iMac
• Apple Tv
• ipad
• ipod
• ipod nano
• iPod Shuffle
• itouch
• iphone 2G
• iphone3 G
• iphone 3GS
• iphone 4
• iphone 4S
• iphone 5S
• Mac air book
• Mac book pro
• Mac mini
Laptop/Pc smartphones
othersipod/ipad
Blackberry: Blackberry marketed their brand as sophisticated and
the latest and savviest technology for networking. Blackberry has the
reputation of being elite and positioned high within the industry; it is
only fitting that they cater to and consistently revolve their
advertisements around elite business types.
Samsung: Samsung has managed to maintain its position among
the elite in mobile technology. Samsung products are loaded with
features that are generally sought out by technology lovers;
Samsung places heavy focus on the features and specifications of
their products in their commercials. Currently apple is the biggest
competitor of Apple in smart phones and Ipad category.
Dell: Dell has positioned itself in the market as a competitor to Apple
with high affordability and is also user friendly. Dell’s marketing
campaign has always been catered to families and everyone in it.
Using the fact that their computers are more affordable than more
expensive brands such as Apple, Dell focuses their advertisement
campaign with an economical approach. So dell is the direct
COMPETITOR ANALYSIS
Android: Samsung’s success and large market share is in fact due
to the latest craze for the Android operating system. The Android
operating system is used in various different models with a few
different vendors such as LG, Sony Ericsson, HTC, and Motorola.
The advertisements for these models are all essentially sending out
the same message as they are all trying to state their models are
very advanced and on the cutting edge of technology. So it also the
competitor of apple, because the other mobile companies offering
handsets with android software installed.
Microsoft: Another Direct Competitor to Apple would be Microsoft
and their latest operating system, Windows Phone 7/8. The Windows
operating system prides itself on being quick and that it will “get you
in and out and back to life,” starting with the “Really?” campaign. The
Windows phone advertisement campaign revolves around social life
and activities
POPs PODs
Hardware and technology Operating system (OSX)
Complete touch Exclusive Retail stores
Completely based on applications Itunes
Pricing strategy Innovative in trend makers
Delegate touch screen Marketing strategies
Powerful sound system Unique design
POP POD
Communication: Apple is also innovative and good in their
communications;
its communication has a unique style. As in the TV ads, print ads,
and in online ads they don’t endorse the famous personalities and
celebrities to promote their products Rather, Apple just sticks to a
communications strategy that aims to relate to consumers how
innovative, sleek, and reliable its products are compared to other
competitors.
Apple communication is simple, clear, minimalist and clever. One of
the most communication strategies of Apple is the “I am a Mac, I am
a PC” television ad, in a humorous way, this ad exposes Window’s
weaknesses while emphasizing the benefits of the Macintosh
operating system.
COMMUNICATIONS, PRICING AND DISTRIBUTION
STRATEGY OF APPLE:
Pricing: Apple also distinguish itself through its premium pricing strategy, They always charge high prices for their products because they claim that they not only sell the quality products but they give style and class to the people and those who use the apple consider themselves elite and reputable in the market.
Apple is a premium brand that does not attempt to compete on price. The company has reduced prices after some initial product launches. It uses skimming and premium pricing strategies.
Distribution: Apple sells its products in a number of ways.
First, there are the Apple stores, which can be found in many major shopping centers, malls and outlet stores.
Secondly, Apple products are also sold in retailers such as Wal-Mart, Target, and Best Buy etc,
Third, Apple also sells its products through the iTunes store and Apps store available online.
Lastly, Apple has a website wherein customers can browse and buy products in a very convenient manner. Due to its extensive range of distribution system apple make easy for its customers to test and buy their products, and it also adds to the brand’s value, since it enables Apple to be more visible to customers.
Logo: Apple’s distinguishing symbol is the apple with a bite taken
out of it. Although their logo has changed since the 70’s (the rainbow
apple to the monochrome apple), the effect on customers is the
same.
Once they see this icon on a product, that product is associated with
all of the perceptions of the Apple brand, such as quality and
innovation.
The product is immediately perceived as the best of its kind because
it has the symbol of the most valuable technology company in the
world. So logo of apple is the element of their brand.
BRAND ELEMENTS, LOGO
Packaging: Apple’s products are packaged in very simple boxes that
are designed to connect with the consumer. On the outside, the
design of the boxes is very plain and usually only features a picture
of the product. It is opening the box for the first time that makes the
package special. There is a department within the company those
are specialize in the designing, packaging and testing which ones
elicit the perfect emotional response on opening. When customers
open the box of apple first it become the memorable moment for
them, and they want to repeat by repurchasing the product again.
BRAND ELEMENTS, PACKAGING
Slogans: Apple utilize its variety of slogans to promote their
products, for their each product line they have different slogans
which describe their importance, benefits, use and creativity of that
product and it does so in creative fashion, Several of their slogans
often emphasize the innovation of their products. For example, as
they use for their App store that "Your iPhone gets better with every
new app." the other best example is which they use for their ipad is
"Thinner, Lighter, Faster, Face time, Smart Covers. 10 hour battery."
Several slogans also state why Apple’s products are better than
competitors' products (including preceding Apple products). In 2008,
the slogan, “The first phone to beat the iPhone” was used to
advertise the iPhone 3G. Currently they use slogan for Apple 5 is
“The biggest thing to happen to iPhone since iPhone”
BRAND ELEMENTS, SLOGANS
DIFFERENTIATION STRATEGY
Unique Features and characteristicsCommands Premium Price
High Customer ServiceSuperior Quality
PrestigeRapid Innovation
•Simple, not the complex
• Believe in controlling primary technologies
• Make a significant contribution in market
• Quality product not quantity
• On the face of the Earth to make great products
• Having an unbridled passion for the things you
believe in
THE APPLE BRAND PHILOSOPHY
FF
VALUE CREATION PROCESS
Focus On Education
eMac
Adding Value
iMac
Lifestyle Strategy
Digital Hub
Music Strategy (iTunes)
Video Strategy (iMovie)
Internet Strategy (iTools)
C
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v
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r
g
e
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Apple I,II,IIIMac
Brand funnel of APPLE
Sense of style and elegance feels good to use high performance products uncommon
increase self steam Confidence on product distinctive
Pride and sophistication creditbility exclusiveity
Trust worthy
Sleek design technologically sound products uniqueness (its different)Attributes
Functions
Rewards
Values
Personality professional accomplishment
MENTAL MENTSL MAP: IT SHOWS THAT WHAT THING COMES IN
THE MIND OF THE CUSTOMER WHEN HE THINKS
ABOUT THE BRAND APPLE
CBBE PYRAMID
Resonance: Apple experience has created deeper
attitudinal attachment in the minds of the customer, Loyalty
Relationship
Engagement
Brand Judgments & feelings: the most
innovative superior brand in the world..spread out
feelings of fun, excitement and pride..Trustworthy
Good value, Uniqueness, Fun
,Satisfaction, Excitement
Performance & Imagery: .very high quality offering, ease of use and
beautiful designs..something revolutionary every time..reliability,
durability and serviceability: Reliable Durability Stylish
Salience: When I hear the word “Innovation”, Apple is the first brand that comes in mind.
.unique and innovative:::Laptops, Mobiles and Music Players
Identity
Who are
you ?
What do
you stand
for ?
What about
you ?
What about
you and
me ?
SWOT ANALYSIS: SWSTRENGTHS
Strong brand image
Most focus on R&D
Huge consumer base with high customer loyalty
High stock price in technological industry
High quality product.
Easy to carry products
Overall top brand in the world
Product diversification
Exclusive retail stores
WEAKNESSES
Focusing on internal engg. more than marketing
High price
Consumer faced problems with faulty batteries
Had difficulties on some of its products’ quality control
Only supports Apple Mac utilities.
SWOT ANALYSIS: OTOPPORTUNITIES
Less expensive new product lines with quality.
Product line is functional and attractive.
Flexibility to its users.
More international expansion like Asian countries ipods are able to communicate.
Constant growth in technological products
THREATSTough Competition in
technology with other Pc industry giants like Hp, Dell, Lenovo and other mobile industry like Samsung, Htc, Blackberry.
Substitution effectTechnology changes at a
rapid rate.Forced to develop new
products.
Expensive products as compare to its competitors
On demand online services (similar to itunes)
New entrants with disruptive technology (The “next google”)
Apple TViPad (Original, 2)iPhone (3G, 3GS, 4)iPod (Classic, Nano, Shuffle, Touch)Mac (iMac, MacBook, MacBook Air, MacBook Pro,
Mini, Pro)
MAJOR
HARDWARE PRODUCTS
Apple Store (online)App StoreCertificationsGame CenteriAdiBookstoreiTunes StoreiWork.comiCloud
STORES AND SERVICES
EmagicFingerWorksIntrinsityNeXTNothing Real
P.A. SemiSilicon Color
SiriSpruce Technologies
ACQUISITIONS
THE BEGINNING
Apple has been created in1976 by Steve Jobs, SteveWozniak and Ronald Waynein Cupertino, California . Theyall left ATARI Computers tocreate their own company.Apple's first headquarter wasthe Jobs' parents garage whereJobs and his friends designtheir first computer kit : theApple I
APPLE I
On1976 April 1 – released the Apple I (for $666) and started Apple Computers.
Had 8 KB of RAMIt was box wood-made with
a basic motherboard inside.Later a cassette interface to
enable external data storage was added.
35
APPLE II
In 1977, Apple II was released for $1298
Had color graphics – a first for a personal computer
Originally used an audio cassette drive for storage but later it was replaced by a floppy disk drive
Supported the BASIC program
Had 64 KB of memoryAnd with a software
called VisiCalc which was Apple's "killer application" : a spreadsheet program !
Apple III Released May 1980 Had 128K of RAM Designed for businesses – expensive!! > $4300!!! Had lots of problems – didn’t do well.. Apple Lisa Released in 1983 Became the first personal computer sold to the public
with a GUI. Aimed at large businesses Commercial failure due to high price tag (almost
$10,000) and limited software it could run
OTHER
EARLY ENDEAVORS
38
THE INTRO OF THE MACINTOSH
Apple introduced the Macintosh in 1984
Sales not initially as strong as desired
Changed with the intro of LaserWriter – first reasonably priced
laser printer PageMaker – early desktop publishing
package(These capitalized on its advanced
graphics capabilities)128 KB memory
Motorola’s 68000 CPUSold for $2495
39
MACINTOSH PORTABLE
Apple’s first attempt at a “portable” computer
Released in 1989 8 MB RAM40 MB Hard drive* Clunky, slow$6500
Failed in market.
40
MORE PORTABLE EFFORTS..
PowerBook 100
Released in 1991 40 MB hard drive 8 MB RAM $2500 Helped Apple to gain some
revenue established layout of the
laptop computers
1991:System 7- upgraded OS which added colour to interfaces and new networking capabilities
The Performa lines of Macintosh LC- a disasterApple tastes failures of many other products
including digital cameras, portable CD audio players, speakers, video consoles, and TV appliances
Microsoft gains market with cheap commodity personal computers
1994: Apple allied with IBM and Motorola in the AIM alliance.
1991-’95
1996: acquisition of NEXT Inc.Jobs back to Apple as an advisor.1997: Steve Jobs –the CEO
1997: Steve Jobs announced that Apple would join Microsoft to release new versions of Microsoft Office for the Macintosh
1997:Apple introduced the Apple Store+ new build-to-order manufacturing strategy
1998: introduced the new iMacwith Mac OS X. Then came the iBook, Apple's new laptop.
REBIRTH OF
APPLE
Released in 19982 USB ports4 GB hard drive256 MB RAMAll in 0ne computer
DESKTOP EVOLUTION
The iMac»
Released in 2007
RAM: 4 GB
320 GB hard drive
EVOLUTION OF OS’S…
Mac System 1,2,3,4 (1984-1987) Distinguishable from other OSs from that era in that they used
entirely graphical user interfaces Could only run one application at a time
Mac System 5, 6, 7 (1987 – mid 1990’s) Could run multiple applications Mac OS 8 (8.0 – 8.6) (1997) – better file managementMac OS 9 (9.0 – 9.2.2) (1999) – improved support for wirelessMac OS X (1999 – today) – UNIX based OS
10.0 – Cheetah (‘01) 10.1 – Puma (‘02) 10.2 – Jaguar (’03)
10.3 – Panther (’04) 10.4 – Tiger (’05) 10.5 – Leopard (’08)
10.6 – Snow Leopard (’09) 10.7 – Lion(‘11)
iPod- THE BLOCKBUSTER
On October 23, 2001-the iPodCPU: Samsung ARM and Apple
A45 GB hard drive that put "1,000
songs in pocket” New technology: spintronicsInitially , iPod software only
worked with Mac OS; from 2nd generation onwards
works with Microsoft Windows also
Apple's iTunes Store was introduced, offering online music downloads for $0.99 a song and integration with the iPod.
Albert Fert and Peter Gruenberg won the 2007 Nobel Prize for physics for work that has allowed hard disks to be made much smaller for everything from laptops to iPods
The prize was awarded for work on magnetoelectronics, also known as spintronics.
It uses the spin of the electron to store and transport information instead of the electrical charge, meaning much more information could be kept in a smaller space than before.
EXTRA SHOT..
on January 9, 2007, Jobs announced that Apple Computer, Inc. would from that point on be
known as Apple Inc., because computers were no longer the main focus of the company, which had shifted its emphasis to consumer electronic devices
Announced iPhone and Apple TV
SHREDDING DOWN
‘COMPUTER’
iPhone
a convergence of an Internet-enabled smartphone and iPod.
iOS, (formerly iPhone OS)-scaled down version of OS X
3.5-inch (89 mm) touch screen display,
4, 8, or 16 GB of memory,Bluetooth, and Wi-Fi
iPad
tablet PCReleased on April 3,
2010Processor: A4256 MB RAMBluetooth n Wi-Fisold more than 300,000
units on that day and reaching 500,000 by the end of the first week.
ICLOUD
June of 2011, Apple unveiled its new
online storage and syncing service for music, photos, files
and software --iCloud
AND THE UPCOMINGS..
iPhone 6 (this September)iOS6 (this September)iPad3 (on testing)iPhone-low cost version(on lab)
APPLETWITTER
FACEBOOKNISSAN
GROUPONGOOGLE
DRAWING INFORMATION INDUSTRYNETFLIXZYNGA
EPOCRATES
THE WORLD’S MOST INNOVATIVE COMPANIES
CONCLUSION
For 38 years Apple has been a trend-settercompany able to foresee the future of domestic computer and consumer electronics. it will probably continue during the next decades. because their strength is the innovation . And they know, how to ‘think different’.Apple, go on innovating…..
www.apple.comen.wikipedia.org/wiki/Apple_Incwww.technologyguardian.co.uk
T3 –the gadget magazineGoogle
REFERENCES