MARKETING MANAGEMENT

Presented by Group 2 (11 -

 OVERVIEW
Apple holds the title of world’s most valuable brand and is the
first public company to reach the one trillion U.S. dollars
milestone in market capitalization.
Apple has grown into one of the biggest companies in the
world, with its market capitalization amounting to 2.25 trillion
U.S. dollars.
Net income of Apple in FY2022: 99.8 billion U.S. dollars,
Global revenue in FY2022: 365.82 billion U.S. dollars.
The product that contributed most to Apple’s success is the
iPhone, which brought in 52 billion U.S. dollars in sales
revenue in the first quarter of 2019 alone. Revenues generated
from iPhone sales consistently make up around 60 percent of
Apple’s overall revenue in recent years.
 APPLE MARKET SHARE:

• Apple has been amongst the Top

5 smartphones companies in the
world since 2009.
• Decline of nokia and competition
with other brands.
• As per the latest reports Apple
iPhones is on Top with Market
share of 28.23% worldwide.
 Others
26.7% MARKET SIZE
Since its introduction to the market in 2007,
Apple has sold more than 1.5 billion units
worldwide. Apple Iphone Market size is
iPhone considered to be one of the largest in the
s
55.4%
smartphone market. In 2022, Apple sold
approximately 281 million iPhones worldwide. In
Service
s
the year 2022 Apple generated $394 Billion in
17.8% which around 55% came form Iphones.
 HISTORY:
Apple Computer was founded in 1976 by
Steve Jobs and Steve Wozniak. It is an
American multinational technology com
headquartered in California. It is the
second-largest mobile phone manufacturer
and one of the Big Five American IT
companies, alongside Alphabet (Google),
Amazon, Meta (Facebook), and Microsoft.
Overall, Apple has a long history of
innovation and design, which has led to its
success as one of the largest technology
companies in the world.
MILESTONE:

• Introduction of 2. Introduction of 3. Introduction

the Macintosh the iPod of the iPhone

4. Introduction of 5. Introduction of 6. Introduction of

the iPad the Apple Watch Apple Silicon
TIMELINE:
1994 - Apple 2008 - Macbook
1 1976 - Beginning 5 9
Quick Take 100 and iPad Touch

1977 - The First 2010/14 - Airpods

2 6 1999 - iBook 10
Launch and iPad

2015 - Apple
3 1976/77 - Apple 1 7 2001 - iPod 11
Watch
and 2

1984 - Apple 2 and 2020/22 - iPhone

4 8 2007 - iPhone 12
Mac 12-14
• SEGMENTATION :
Segmentation involves dividing population into groups according to certain characteristics.
Market segments need to be measurable, accessible, sustainable and actionable in order to be
used for marketing purposes.

• TARGETING :
This stage involves identifying segments that are most attractive for the business. In other words,
targeting implies choosing specific groups identified as a result of segmentation to sell products to.
 DIFFERENTIATION
STRATEGIES:

• Unique features and

characteristics.
• Demands High
Price.
• Good Customer
Service.
• Highest
Quality.
• Quick
Innovation.
• POSITIONING :
Positioning refers to the selection of the marketing mix that is the most suitable for the target
customer segment. It is the final process, where companies attempt to associate their products
and services with needs and wants of selected customer segment. Apple targets its customer
segment by tailoring products, services and overall business approach to appeal to the members
of segment to a maximum extent. Under the leadership of late Steve Jobs, Apple mainly used
mono-segment type of positioning, appealing to the needs and wants of a single customer
segment. However, after Tim Cook became CEO, the multinational technology company has
been consistently increasing its product ranges shifting from mono-segment type of positioning
to multi-segment positioning. As the name implies, multi-segment positioning attempts to target
multiple customer segments at the same time with different product or service packages.
MARKETING MIX
PRODUCT :

Apple is a multinational corporation that creates consumer electronics, personal computers, servers,
computer software and is a digital contributor of media content. Apple Inc has continued to expand its
product mix. This component of the marketing mix determines the output of the business organization.
• Apple’s Core Product Line.
• IPhone Smart Phone
• IPad Tablet Computer.
• IPod Portable Media Players.
• Macintosh Computer Line
• Apple TV
• Apple Watch
• Software
PRICE :

Price is what customers pay to get the product. Apple is using a skimming and premium pricing
strategy. Skimming mean that a product is just launched in the market and it is sold at a relatively
high cost because of its unique sold at a relatively high cost of its unique features. Benefits to
consumers or new product design.
The main focus of Apple:
• Offer a small number of products
• focus on the high end
• Give priority to over market share.
• Create a halo effect that makes people strive for new apple products.
PLACE :

Apple products are available almost everywhere across the globe. In this place there are two
platforms:-
1.E-commerce platforms: Customers can purchase products directly through Apple’s official
website and other online portals such as Amazon, Flipkart, etc.
2.Corporate resellers: Apple also has tie-ups with various corporate resellers who are authorized
to sell Apple products. Due to the premium image, these stores are handpicked based on the:-
1- size of the store,
2- monthly sales,
3- make an big impact on company
4- And to attract customers.
PROMOTION :

The promotional strategy of Apple focuses on aggressive advertising using various

channels like
1- TV,
2- billboards,
3- online ads, and sometimes on Spotify, and they show many more ad's.
The products are also promoted from its website and also from other online channel.
KEY COMPETITORS:
 Samsung is one of the major players in the smartphone sector.The
company competes with Apple’ iPhones with its top-tier smartphones
and tablets. Both the companies seek to offer almost identical value
propositions at the same price bracket, thereby making the competition
more severe.
Huawei competes with Apple with its range of high-end smartphones,
which are rich in product features and attributes, sold at a competitive
price.
Xiaomi is the third biggest smartphone manufacturer in the industry.
Unlike Apple, Xiaomi is more inclined towards the mass market
consumers, who look for products with higher value for money.
 Google competes with Apple in two fronts, one in the smartphone
hardware sector and in the smartphone OS sector. The Pixel lineup of
smartphones, directly compete with the upper-mid segment Apple
iPhones, in terms of utility and camera performance.
 SAMSUNG
MARKETING MIX
Samsung is one of the leading Samsung is a leader in
manufacturers of mobile phones. smartphones and also
Smartphones like Samsung Galaxy
dominating the home appliances
series, tablets, wearables,
area uses 2 types of pricing
accessories etc. for a big part of the

PRODUCT
strategies as follows:

PRICE
brands portfolio. Samsung is also MARKETING
known to offer high quality SSD, MIX
1.Pricing based on competition
Portable SSD, Memory cards, USB 2.Skimming price policy
Flash drives etc. Samsung is seen as
a leader and an innovator in the
products department.
 PLACE: PRODUCT:

Samsung sells to retailers and service 1. Advertising, according to Samsung, is

providers directly. As a result of this the most effective kind of marketing for
strategy, only service dealers are attracting new customers and positioning
the brand.
responsible for corporate sales. The
2. Samsung uses print media, social
strength of this company lies in its
media platforms, and digital media to
distribution system.
market new goods.

Samsung’s products are likewise 3. Recently Samsung released their new

distributed by a single distribution range of smartphones related to the
company in one location, which then Korean singer band BTS. (It includes
distributes them to other locations. exclusive packaging, colours, and in-box
items featuring members of the band)
RECOMMENDATION :
• Lowering the cost of products and
maintaning the same quality standards.

• More number of Retail stores for

easy access.

• Continous innovation to expand.

CONCLUSION :

• Strong Market Contender.

• Economically in a good
position.
• Strong brand
image.
• Developed in-
house.