How Apple Marketing
Is Getting It Right
PRESENTED BY: NEW DELHI INSTITUTE OF MANAGEMENT
Apple sold over 10 million iPhone 6 and iPhone 6 Plus models within just three days after their launch. Source: Apple
WOW! How can a company achieve such whopping sales? Let’s take a look at 5 of their marketing strategies.
Apple has created great products – the heart of any successful marketing strategy. “We never had an objective to sell a lowcost phone. Our primary objective is to sell a great phone and provide a great experience, and we figured out a way to do it at a lower cost.” - Tim Cook, Apple CEO
#1: Quality Product
Proof: In 2014, a consumer survey showed a higher satisfaction rate with iPhone than with any other model.
iPhone: 798 LG: 609 Pantech: 577
Source: Apple Insider
Samsung: 600
Total possible score: 1,000
Apple consistently uses its familiar, minimalist branding. Products, packaging, website and stores all have consistent design.
#2: Consistent Branding
Why is consistent branding important?
Product differentiation
Increased customer recognition
Reinforced identity and authority
Increased loyalty
• • • • •
Advertising campaign: Think different. iPod mini: Mini. The next big thing. Apple Pay: Your wallet. Without the wallet. MacBook: The notebook people love. iPhone 6: Bigger than bigger.
#3: Killer Slogans
Apple’s slogans are:
Brand-focused
Simple
Memorable
Catchy
Original
Emotionally appealing
Months before an Apple product launch, people are already talking about the gadget. Apple has a way of involving influencers to talk about a new product without spilling details.
#4: Mystery Build-up
Bottom line: Plan your product launch well and take advantage of valuable opportunities.
Remember when Steve Jobs walked out on stage and took a MacBook Air from a manila envelope?
#5: Powerful product demonstration
It was a simple yet powerful product demo because it:
Resolved the issue of bulky laptops
Instantly proved MacBook Air’s unique slimness
Stimulated strong audience interest‌
all in just 10 seconds
“Your work is going to fill a large part of your life, and the only way to be truly satisfied is to do what you believe is great work. And the only way to do great work is to love what you do. If you haven't found it yet, keep looking. Don't settle. As with all matters of the heart, you'll know when you find it.� Steve Jobs
THANK YOU