Global advertising strategy of Apple

Résumé du document

The objective of this analysis, is to understand how a big brand like Apple makes its promotion world-wide. We have chosen Apple, because we we own Apple products, thus we found it interesting to discover something more about this brand and its promotion campaign.

Apple is one of the big companies in the world. Each year, Apple innovates, launching new products, creating new marketing campaigns, or new promotion campaigns. With products like the iPhone and the iPod, Apple has experienced immense success. What could be the reason behind the success?

Steve Jobs, the Apple CEO, is the most important person of this company, because he always finds new ideas, for creating a buzz around new Apple products. In terms of distribution Apple has an international vision. In fact, Apple distributes its products world-wide.

That's why this brand is known everywhere, and has a strong reputation at the international level. Apple can count on many fans, who participate in the different promotion campaigns of Apple. Apple is like a private club for these fans. Apple knows how to create a big event to retain these fans. Even if with the crisis people spend less money, people continue to spend on computers. They don't want to be deprived of their leisure.

Extraits

[...] Standardization Apple Computer Inc. is a really innovating company in her sector: multimedia and high technology. Apple is the 7th producer of the world; this company creates hardware's, software's and web services. The diversity of the production of Apple create make that Apple's strategy is really puzzling. Apple is a software's editor like Microsoft an Adobe but also is a constructor like Siemens and Sony, and like YouTube because Apple creates services. Apple is a really successful company in all countries of the world. [...]

[...] Apple understands that, and show in advertising how the product is incredible. Colours are somber in ads. We usually can see firstly the product (grey), some black or white colour in the back ground, and the slogan very visible in the foreground. In Poland: In Spain: In Italia: In France: Thereby, Apple has to adapt promotion just with the language of the slogan or the explanation. Before those ads about the MacBook, Apple develops the Ipod for example. This type of advertising was particular because, we have seen bodies, which were dancing and listening to the music with the iPod. [...]

[...] Apple is confronted to fake products, which are created in China: they use the design and the name of Apple: it's really bad for the company because the quality of fake products can unhinge the image of Apple. There is a real competition between Microsoft and Apple, because Microsoft has developed software for Macintosh, then Microsoft copies the interface for IBM. Microsoft won the procedure judicial. Competition is crucial for every company in this sector, because they need to innovate and satisfy more and more consumers. [...]

[...] Times after times, Apple's company grew up: and the strategy consisted in product low-price computers. Now we can observe that Apple have a really important fame. Apple mission consists in adapting computer to consumer. To satisfy every consumer, Apple has to produce innovating and high-quality products. Furthermore products have to be easy to use. Apple's strategy global view is to control products and production: the NICT sector (New Information and Communication Technology/Technologies) is the sector of Apple try to develop her products. [...]

[...] Surprise and delight customers It's really important in marketing that relationship with customers starts after they buy the product. The first thing that we can see is the packaging of the products; the first time of opening a new Apple's product is memorable. Apple likes make surprises for customers: every Mac's addict is waiting the next Keynote of Steeve Jobs because we will announce the launch of products. Apple's stores are like museums for customers, because they fell to be in another world. [...]