APPLE CASE STUDYGROUP 1:ANILBISWAMOUKTIKSAPTARSHITRIPTIVAISHALI

A = Attention (Awareness): attract the attention of the customer. 

I = Interest: raise customer interest by focusing on and demonstrating advantages and benefits (instead of focusing on features, as in traditional advertising).  D = Desire: convince customers that they want and desire the product or service and that it will satisfy their needs. 

A = Action: lead customers towards taking action and/or purchasing. 

AIDA is an acronym used in marketing that describes a common list of events that are very often undergone when a person is selling a product or service: 

AIDA

BRAND PORTFOLIOApple 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.

On October 23, 2001-the iPod CPU: Samsung ARM and Apple A4 5 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 alsoApple's iTunes Store was introduced, offering online music downloads for $0.99 a song and integration with the iPod.

iPOD

 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

iPHONE

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.

iPAD

2002 2004 2006 2007 2008 20090%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Apple's net sales by product category

software, service and other sales

service

software

hardware

Iphone

other music product

Ipod

macintosh

FEATURES

Designs better products.

Easy to use graphic user interface

Great customer services and in store

experienceSimplicity.

Security encryption

ATTRIBUTES

Compact product design

Cloud services

Sensible screen sizes

Superior touch

Exclusiveness

BENEFITS

High aesthetic value

Replacement of products with defect

Replacement of products with defect

Integration with other Apple devices

APPLE FAB

CONSUMER PERSONA

MENTAL MAP

1. BUSY BINOD• Age: 28-35• Income: Above Rs 15 lakhs• Personality and behaviour:

Professionals, busy,travels a lot, uses email, reads journals and newspapers online, health conscious

• Preference: Easy to use, sturdy, security

• Requirement: efficient, branded, sleek, portable

• Channel interaction: corporate magazines, online advertisements

• Interacts with: colleagues, workplace friends, peers

2. SPOILT SUNNY• Age: 15-20• Income: belongs to upper middle

class family• Personality & Behaviour:

pampered, show-off, brand freak, tech savvy

• Preference: wants recognition, goes partying, spends on shopping

• Requirement: Cool product, excellent GUI, stylish

• Channel interaction: Social media campaign, celebrity endorsement

• Interacts with: family and friends

3. AMBITIOUS ANKIT/ANKITA