Apple, Inc.

Personal Consumer

Organizational Consumer

Customer Relations

Relationship Development

Value Retention Satisfaction

Brand CommunityRelationship Development

Consumers Helping Consumers

Reference Group AppealRelationship Development

“Now What” Ad

Apple LoyaltyRelationship Development

166 Million FansWorldwide

Products for EveryoneMarketing Concept

Research

Segmentation|Targeting

Consumer Behavior

Branding|Positioning

Developing for the Consumer

Method to the Madness

Research

Getting to know John AppleseedResearch

Primary ResearchQuality Resource Associates

Quantitative and qualitative studies

Secondary ResearchJournal of Consumer Research: Apple = Creative

SegmentationTargeting

Apple’s CultureSegmentation & Targeting

The Evolution of Thinking Differently

Apple’s SubcultureSegmentation & Targeting

Apple’s approach transcends gender, geography, age and race

Education SegmentationSegmentation & Targeting

Geographic SegmentationSegmentation & Targeting

Education SegmentationSegmentation & Targeting Race SubcultureSegmentation & Targeting

Alternative Mac vs. PC ad

Education SegmentationSegmentation & Targeting Age SubcultureSegmentation & Targeting

Generation Y

Teens

Adults

“Like most trends among youth, it began with the cool hunters and early adopters telling everyone this would be the next big thing and it spread until it became a cultural phenomenon.”

Anastasia Goodstein

Education SegmentationSegmentation & Targeting Teen SubcultureSegmentation & Targeting

Education SegmentationSegmentation & Targeting Social ClassSegmentation & Targeting

Targeting the Middle Upper Class

The Affluent ConsumerSegmentation & Targeting

Not Products, But Digital ExperiencesFrom $49

Consumer SocializationSegmentation & Targeting

iPod: The First Step to Owning a Mac

Consumer Behavior

Apple as an Acquired NeedConsumer Behavior

You could check your email on your computer...Or you could just buy an iPhone.

Goal Structure for Buying an iPhoneConsumer Behavior

Feedbackreactions

Goal settingFormation of

a goal intention

Action Planning

Action initiation and

control

Goal attainment/

failure

My goal is to be cool.

To be cool, I must

buy an iPhone.

I must save up enough to buy

the iPhone.

Saving to buy

an iPhone

is worth it!

I have saved

enough to buy

an iPhone.

I am happy and extremely cool now

that I have my iPhone!

Apple and FreudConsumer Behavior

Id, Superego, and Ego are interrelated to create gratification for the

Apple consumer

♥

Apple and FreudConsumer Behavior

Superego Ego

Cognitive Personality FactorsConsumer Behavior

Apple Users:

Visualizers

InformationSeekers

Thinkers

Two-way Feedback

Emotional Advertising AppealConsumer Behavior

Apple’s Hierarchy of SkepticismConsumer Behavior

Flight of Developers

Product StrategyS t a b i l i t y

S u r v i v a l

Maslow’s Self-ActualizationConsumer Behavior

Consumption BehaviorConsumer Behavior

People of all shapes colors and sizes

Love Apple....and usually only Apple.

Self and Self ImageConsumer Behavior

Macbook Air: Status Symbol

Apple User’s PersonalityConsumer Behavior

Apple Users:

Sophisticated

TechnologicallySavvy

Creative

Values from the Rokeach SurveyConsumer Behavior

TerminalCheerful

IndependentImaginative

FreedomHappiness

Social Recognition

Instrumental

Values Depicted in AdsConsumer Behavior

Branding Positioning

Brand PersonalityBranding & Positioning

Apple Word Association:

EnergeticFun

Creative Sophisticated

Product PersonalityBranding & Positioning

Purchases Reflect Personalities

iPod Nano

Macbook Air

iPhone

Attitude Toward the Ad ModelBranding & Positioning

Consumers are influenced by:19792006

Highly visual attention-grabbing ads

Communication of:Example AdsBranding & Positioning

Joy FunSelf-CertaintyFreedom Individualism

Resolving Two Conflicting Attitudes

Strategy of Attitude ChangeBranding & Positioning

Performance vs. Design

Smartphone iPhone

Elaboration Likelihood ModelBranding & Positioning

Central Route to PersuasionUsed for technically sophisticated products

Peripheral Route to PersuasionUsed because of increased market penetration and awareness

Communication TacticsBranding & Positioning

Informal SourcesWord of mouth

Formal SourcesPositive corporate image & top-notch service

Message CredibilityCareful media selection

Advertising EffectivenessBranding & Positioning

iPod/iTunes Campaign

2003: Ad Age’s Marketer of the yearBudget: $125 Million

Result: Halo effect on Apple computers

Get attention and build awareness by resonating with the interests and

lifestyles of the target users

Apple: A World BrandBranding & Positioning

Universal AppealBranding & Positioning

Gettinga Mac

Opinion LeadershipGetting a Mac

Word of MouthInnovators

Friends & FamilyConsumers with tech

knowledge

Apple Users are Opinion LeadersGetting a Mac

Apple Users

Purchase BehaviorGetting a Mac

Trial PurchasesRepeat Purchases

Long-Term Commitment

Gifting RelationshipsGetting a Mac

Intrapersonal

Interpersonal

Intragroup

Relationship MarketingGetting a Mac