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.
[...] Apple strategy consists in innovate; the objective of innovation is to become the leader of the sector. strategy of Apple Strategic segmentation Strategic segmentation is really important because we can define the strategy of the company. It permits: a competitive analysis, to develop the competitive advantage with opportunities and to organise the company unity. Hardware technology: Desktop computers, laptop computers, games, Pdas, cameras, Vdu, printers, Wi-fi cards, webcams, iPod . Software technology: Interface system, multimedia applications, office automation applications, Internet navigators, E-mail software . [...]
[...] 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. We have seen a lot of colours, to attract consumer, particularly young people. Thus, a study conducted by Rubicon in 2008 on iPhone users indicates that 50% of the surveyed users are age 30 or younger. [...]
[...] II/ Analysis Strengths Weaknesses Improvement of employees R&D Ability to innovate Price Differences with competitors Design/quality Consumers are loyal to the brand Opportunities Threats Sector is really important in the Volatility of consumers economy Consumers prefer cheaper products The sector change (competition) Apple leads a skimming strategy: Apple's products are prestigious, because they have a really beautiful design. Prices of products are more expensive than competitors'. This strategy is really important because Apple enjoy her fame, everybody associate Apple to design and high performances. When Apple launch a product like the iPhone, this phone profit of the reliability of Apple's computers. The main difference between Apple and competitors is that Apple has a special design, which is really attractive II/ Global advertising Apple is an international company. [...]
[...] This strategy implies that the company can produce products for its international markets, and likewise, the company has to be able to build a strong promotion strategy (at the financial level). Lastly, the company must have a distribution network, and a reputation already done with other products. Since the comeback of Steve Jobs as CEO, Apple uses this strategy to launch its product. This strategy is among of the image of this brand. Apple is seen as a special brand, in which some customers identify to it. [...]
[...] Once a year, there is the international Apple show in which, Steve Jobs present the new product of the year. In 2008, Steve Jobs presented the Mac Book Air. Before this show, Apple promoted its new product (unknown by the customers and fans) with the slogan: there is something in the air Today, Apple has decided to stop to participate to this show. In its promotion strategy, Apple can lean on its fans to make a buzz on internet. Today, big companies know the power of internet, and the importance of the C2C. [...]
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