7 Key Strategies That You Must Learn From Apple’s Marketing

Presented by:Rubina IsidoreVibhavari Musale

By Steve Jobs …….“Design is not just what it looks like and feels like. Design is how it works.““The aesthetic, the quality, has to be carried all the way through.”

The Brand Associations of Apple

Expensive

Innovative

Creative

Stylish

Trendy

1. Ignore Your CriticsApple decides to flip the script and instead focus on building what they want to build

If you listen to others you will lose your own creativity. Critics are meant to pull you down….

You know what is your aim and how to achieve it. Have a never turn back attitude

2. Turn the ordinary into something beautiful

iMacIphone

3. Justify your Price Charge 2x more than the competitors Four reasons :

1. They build beautiful products for an audience that loves them passionately.

2. They justify their price with features and benefits that can’t be matched.

3. Kaizen – Continuous Improvement4. Constant Innovation and out of the box

thinking to enhance customer delight

4. Communicate in the Language of Your AudienceNever use technical words that people won’t understandTalk only in terms of behavior of the consumer and emotional appeal that he would get while using the product

Phrases like “retina display,” and “LED backlighting (website) http://www.apple.com/iphone/

5. Extend the Experience Retain the customer by delighting him Unboxing the Apple I-Phone is a

delightful experience for the customer Unboxing of Apple

Customer Delight Sophisticated wrapping and extending

customer experience while unboxing the Apple I-phone

http://www.youtube.com/watch?v=H9YY-QBb7kU

6. Build a TribeApple has built one of the most hardcore fan bases of any product and of any time. There’s a reason they’re called “fan boys.”

7. Become “The Name”

Not MP3 but Ipod Not any phone but an Iphone

Apple’s Campaign – From Get a Mac to Why you will Love a Mac A shift from comparison with Microsoft to

giving a reason for the customer to buy a Mac and not shift to Microsoft

Get a Mac – Focus on comparison with Microsoft products and didn’t highlight their strength

Why you’ll love a Mac – Giving a reason for the customer to switch from other brands to an Apple Mac computers and laptops by highlighting your features….

“Be a yardstick of Quality…… “ - Steve Jobs