Apple marketing strategy

Résumé du document

In a world surrounded by technology and computers and largely dominated by Microsoft & Apple representing 7% of the worldwide computer sales and 72% of worldwide MP3 players' sales. Since 1976, Apple had diversified its products and imposed its Brand as a symbol of innovation and quality. The success of Apple is due to its innovation and more importantly to its marketing and communication strategy. For the last 10 years the Apple communication has gone through a series of changes in order to meet the demand.

Extraits

[...] The strategy is applied even in these shops. It is impossible to find products which benefit from promotion. We want to keep a certain image of the brand. The decoration is very minimalist, all the shops have the same black and blue color, white code, and we try to be fashion to attract more customers. The Customer Service The customer service is very near to his customers. In fact, a hot line was created and it is possible for every customer to phone those 24h/24. [...]

[...] In 1989, Apple chose to diversify its range of products and released the first laptop in the computing history. The chose to communicate around the technological aspect we are the first we know better how to fabric the smallest computers Nothing is said on this add, the picture means everything for the customer. But all their computers had a big problem: their prices. Innovation has a price, and this is the price to pay to buy one of these computers. [...]

[...] Always with this service proposed by them (ITunes) it is necessary to have the right software by apple to read this type of file. Once again, it is a question of strategy . With this part, we have seen that Apple communication is really thinking to make more business day after day. Nevertheless, we can see that this brand wants to have fame, renown with an innovative spirit and certain elegance in their product. Apple Pricing Strategy Apple general pricing strategy can be interpreted by a Steve Job's comment: “Innovation is a bit costly but our customers look for innovative products. [...]

[...] In addition to the competition in the pay online music downloading market, we also need to consider competition with e-commerce sites selling CDs. Apple pays 25 cents per song to record labels as loyalty. But this amount is subject to record labels' decision. In fact, the album price is in the rise on Apple Music Store due to the pressure: some albums cost up to $16,99. As a result, some album price is sometimes lower on e-commerce sites such as Amazon.com, Buy.com which offer free-shipping service on over $25 purchase. [...]

[...] The Packaging Apple makes a serious work into the shape and texture. The rich black box, the silver sliver inch-wide side-shot photograph of the PowerBook itself on the box lid. And you open the gorgeous black box and lift the white cardboard inside flap, itself adorned with clean offset typeface declaring "Designed by Apple in California," and the customer is confronted with what is quite possible the most thoughtfully designed and pleasing packaging. All the different packaging produced by apple are created and designed in California because apple marketing department think that it is really important to make a good image of the brand toward the product of course, but also thanks to the packaging. [...]