An Assignment on

MARKETING DESIGN AND

INNOVATION

Apples MacBook Pro

:
Unit No
Lecturer Name :
Student Name

Student Id

David Holliman

Date of Submission:

Executive Summary
Now a day technology based companies try to bring changing and auspicious excellence in
their product. Similarly, MacBook Pro is a new innovation of Apple which blows to the mind
of customer by excellence performing device and stylish outlook. MacBook Pro is introduced
in 2006.
The marketing and innovation process of Apples MacBook Pro is analyzed by this report
through discussing benefits and values which is derived from the product, design elements
bringing uniqueness and brand appeal of the company in relation to competitors. The
excellent features which added in MacBook Pro are shown by the products description. The
analysis of Maslows hierarchy needs described the products capabilities of changing needs.
Apples customer value is greater than the competitors. And value chain analysis show this
derived value.
The product design is describes the unique design element which demonstrates three levels of
products. The shape, color, design and usefulness of the products developed the discussion.
And product lifecycle of MacBook Pro presents the products growth stage.
Brand equity, brand value, brand pyramid, brand positioning and competitive advantage
described the Brand appeal of Apple Inc. Apple is the worlds most valuable Brand which
have the highest brand value. MacBook Pro reaches the top of brand pyramid.

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Table of Contents
Executive Summary............................................................................1
Introduction.........................................................................................3
1. Benefits and Values of a by the customer products derived.......4
1.1 Product Description..........................................................................................................4
1.2 Products Capabilities to Meet Changing Needs...............................................................5
1.3 Benefits for Changing Needs...........................................................................................6
1.4 Customers Delivered Value..............................................................................................6
1.5 Value Chain Analysis.......................................................................................................7

2. Unique Design Element..................................................................9

2.1 Product Design.................................................................................................................9
2.2 Shape, Color, Relevance and Usefulness of the product................................................10
2.3 Changing Characteristics of Product..............................................................................10

3. Brand appeal in relations to Competitors in contemporary

Product...............................................................................................11
3.1 Brand Equity..................................................................................................................11
3.2 Brand Value:...................................................................................................................12
3.3 Brand Pyramid...............................................................................................................13
3.4 Competitive Brand Positioning......................................................................................13
3.5 Competitive Advantage:.................................................................................................14

Conclusion.........................................................................................15
References..........................................................................................16
Task-2.................................................................................................18
Experience Acquired by Module and Assignment...............................................................18
Use of Knowledge in Innovative Product............................................................................19
Difficulties Faced in the Module..........................................................................................19
Benefits Gathered from the Module.....................................................................................20
Summary..............................................................................................................................20

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Introduction
Analyze the market design theoretically Apple MacBook pro is chosen for the band appeal of
the company. Steve Jobs first announced the MacBook pro in January 10, 2006. By
technological advancements it is updated in several intervals. The main MacBook replaced
the iBook and power book series of notebook positioned at low end of the MacBook family
in May 2006. In January 15, 2008 the MacBook Air was introduced at the Macworld
conference. A similar product of MacBook Air was announced named Unibody MacBook Pro
on October 14, 2008. MacBook with new polycarbonate unibody design, faster DDR3
memory, a multi-touch pad, an LED-backlit display, and a built-in 7 hour battery was
released. MacBook announced for latest update in March 9, 2015 for 13 inch Macbook Pro
and May 15, 2015 for 15 inch MacBook Pro with added different types of features. The
benefits and value of the product, unique design element and brand appeal of the company
discussed by the report in three parts. The first part is about the benefits and values derived
by the customer through product description, capabilities to meet the needs, benefits,
customer derived value and chain. The second part is about the unique design element of
MacBook pro which analyzes the product design and different characteristics and product life
cycle. And the last part is about brand appeal of Apple Inc. through discussing brand equity
and value, brand pyramid, competitive positioning and distinctive competitiveness.

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1. Benefits and Values of a by the customer products derived

Apple MacBook Pro adds more value and customers are motivated to buy this. Apple
acquitted a MacBook on October 29, 2009 with new polycarbonate unibody design, faster
DDr3 memory, a multi-touch track pad, an LED backlit display, and a built-in 7 hour
battery. MacBook announced for the latest update in March 9, 2015 for 13 inch MackBook
Pro and 15 inch MackBook pro with added features in May 15, 2015. The benefits and value
of the product, unique design element and brand appeal of the company discussed in the
report (Bickerton, Bickerton and Pardesi, 2000).
And its previous versions pros and cons have in it. Customers gain value from the product
which is derived benefits and values and this product makes better response among the
customers (Cateora, 1983).

1.1 Product Description

Apple MacBook Pros buyers are not only attracted for its higher performance but also for its
nice outlook and stylish design. The product is trim with stunning retina display, force touch
track pad, high performance technologies, thin, light and powerful, powerful updated apps,
PCI flash storage system, 802.11 ac Wi-Fi, 8+ hours battery life and OS X E1 Captain as
operating system.

Customer perceived value and greater response among customers is

increased by the features (Czinkota and Kotabe, 2001).

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1.2 Products Capabilities to Meet Changing Needs

Maslows theory of hierarchy of need shows the need of various class people and how these
needs are met. According to Maslows hierarchy needs Apple MacBook Pro is able to meet
the customers need (Davis, 1981).

Self
Actuali
zation

Esteem Needs

Belonging Needs

Safety Needs
Physiological Needs
Figure: 1 Maslow's Hierarchy Needs
Every product has not the ability to meet all the needs that are stated in the diagram. But
Apple MacBook Pro has the capability to meet the needs in every stage.
Self Actualization Needs:
Apple MacBook Pro is updated with the changing needs of customers and fulfills the criteria
of their life style. Moreover, the luxuries classes of people who are seeking it also provided
by the product. It also meets the need of the people are intended to buying it by serving
excellent performance (Gates and Hemingway, 1999).

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Esteem Needs:
Apple MacBook Pro is the most expensive and stylish laptop in the market among the most
used laptops. Because of its high price all the desired customers cant afford it. So, the esteem
need of the customer also met by the product (Keegan and Keegan, 1989).
Belonging Needs:
People want appreciate for their buying and want to inform their experience and expenditure
paid off. MacBook Pro is capable to attract the people by the stylish feature and excellent
outlook and always applause those who have it.
Safety Needs:
Providing the security and safety of the data MacBook pro is doing an amazing job.
Multitudinous data and information can be stored to safe and can restore the lost data by the
recovery system which provides maximum security.
Physiological Needs:
When a customer get the basic needs from a product are called the physiological needs and
without any doubt MacBook Pro provides all the basic needs for a laptop and meets the
criteria of physiological needs (Keegan and Keegan, 1989).

1.3 Benefits for Changing Needs

The technology fields are frequently changed and customer needs also changed according to
available technology. Today people are aware about the features and values offered by the
products than the price of the product. Now a day price becomes the secondary concern.
Luxuries and comfort as well as safety and securities is preferable and MacBook Pro is
capable to provide these by featuring their products with better design, shape, color and
outlook.

1.4 Customers Delivered Value

MacBook pro is no exception and Apple requires a premium price for their product. Compare
with other similar product customer need to pay high price. But the benefits and customers
delivered value need to offset extra charge. Customers delivered values are consider as the

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product features and outlook, design, the superior performances, post selling service and the
brand image of Apple. And for this Apple charge premium price for their product.

MacBook Pros total value is greater than competitor product for its high customer value but
the monetary value charged by Apple is excessive (Kotler, 2000).

1.5 Value Chain Analysis

Apples strong value chain adds value in every step of their production, marketing, sales and
other activities.

Figure 2 Value Chain

Primary activities
Inbound Logistics: Apple maintained a critical relationship with numerous suppliers to
ensure efficient raw material management and distribution.
Operations: Apples productions process is converts inputs into outputs by expert personnel
consists of 97,000 employees.
Outbound Logistics: For warehousing and distribution of goods direct and indirect sales are
used.
Marketing and Sales: Apples products are selling into four distribution channel- online
store, retail store; direct sales force and wholesaling and retailing. The budget is spent in
marketing communication mix.
Service: Apple provides excellent service and it is provided into three stages pre-purchase,
during purchase and post purchase.
Supporting Activities
Firm Infrastructure: The best IT system is under the Apple and it also have efficient
physical and cultural infrastructure.

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HR Management: Apple Inc. recruits the IT specialist and expert and offer excellent
compensation.
Technological Development: The highest technological development of Apple Inc. is the
iPhone 6s which has the latest technology (Kotler, 2000).
Procurement: For efficient production method raw materials and equipment are determined
with care so that continuous method can be maintained.

2. Unique Design Element

2.1 Product Design
MacBook Product design is discussed in three levels of products-

Figure 3 Levels of Product

Core Product: MacBooks core product is laptop which provides the basic needs of a laptop
and used as a personal computer. The facilities of a core i5 laptop are consider as long battery
life, low power consumption, portable size etc. With such core benefits customer are happy
with the product.
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Actual Product: Superior quality, stylish design, fashionable outlook with excellent color is
considered as the MacBook Pros characteristics. The actual products of MacBooks are
derives value for the customers and for which premium price is charged to customer.
Augmented product: Apple is famous for its brand name and augmented products such as
customer service, post-sale service, warranties, electronic transaction system etc (Lamb, Hair
and McDaniel, 2002).

2.2 Shape, Color, Relevance and Usefulness of the product

In silver color with a classy outlook and 13.3 inch retina display and the thin shape the
MacBook Pro is available which make it more stylish and excellent device. Intel HD 6000
processor able customers to enjoy high performing game and amazing graphics related tasks.
The faster start up, quick launce of apps, fluid and responsive desktop feels and many other
facilities are occupy with the PCIe based flash storage. The present features of 13 inch Model
features flash storage speeds up to 1.6 GBps and 15 inch models have 2.0GBps flash storage
speed is two times faster than previous versions.
The other excellent section is its 802.11 ac Wi-Fi and Bluetooth 4.0 wireless technology
which makes wireless performance three times faster. With two fast and versatile thunderbolt,
two USB 3 ports, one HDMI port, SDXC card slot and 3.5 mm headphone jack the laptop
provides superior performance.

2.3 Changing Characteristics of Product

Apple MacBook Pro is in growth stage as its sales and profits are increasing since its
introduction, we find it by analyzing the product life cycle. Because of high demand from the
customers its introduction stage is very short and the product reach the growth stage very
soon and still continue to grow. It boost up the sales and helps to complete 1 st stage in very
short time by the attractive features with greater customer response (Mullin, Hardy and
Sutton, 2000).
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Figure 4 Product Life Cycle

3. Brand appeal in relations to Competitors in contemporary

Product
Apple is the world recognized company which produce innovative and unique products to its
customer. The customers of Apple can be able to meet their demands by using Apples
product. Apple Company get more competitive advantages rather than its competitor by
achieving brand recognition and customer belief.

3.1 Brand Equity

Brand equity is brands real value that is determined by public. The brand value of the Apple
Inc. is the strongest brand value over the world. The brand appeal of Apple Inc. generate
larger demand among customer due to its innovative and qualified products. We can take an
idea about its brand appeal from the above statistics. This statistics shows its high brand
appeal. In recent year, the sales and profit of Apple Inc. is increased by twice rather than
previous years. iPhone 6s and iPhone 6s plus and MacBook Pro considered as innovative
products of Apple Inc. over the world. These products rise sales of Apple Inc. without
increasing any hidden cost due to its brand equity (Phelps and Westing, 1968).

3.2 Brand Value:

Brand value is the premium which can be gained from customer by an organization for its
recognition product and goodwill. The brand value of the Apple is the gigantic in the world
and no competitor is closer to Apple Inc. In 2015, the brand value of the Apple Inc. was $247
and this large amount of brand value gives extra competitive advantages to Apple Inc. rather
than its competitors. In 2015, the brand value of the Microsoft Corporation was the $67
billion and which is the next best competitor of Apple Inc. The Apple Inc. is uninterruptedly

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raising its brand value by its innovative products such as MacBook Pro. The management
team of apple predicts that, the competitors of Apple Inc. cannot reach its brand value.

3.3 Brand Pyramid

Emotional
involve
ment

Mark of
Association
Moments of choice
Mark of Assurance
Mark of Specification
Figure 5 Brand Pyramid
Brand pyramid is the crucial tool in marketing by which position of customer is determined
on this journey to loyalty. In the stage of emotional involvement of brand pyramid, customer
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has no emotional outlook about the brand. Apples product is now mark of association and
customer choose it enormously.

3.4 Competitive Brand Positioning

To clear its brand positioning, there have four competitive brand strategies used by Apple.
These strategies are described below:
Corporate positioning: At present, the corporate position of Apple is defined by luxury and
uniqueness. There are many difference in products design, features, and specification of the
Apple Inc. from their competitors product.
Product positioning: Apples products like iPhone 6s, iPhone 6s plus, MacBook Pro have
different style from its competitors (HP, dell, Samsung) products. Apples MacBook Pro is
used OS X as its operating system but their competitors are used windows as their operating
system.

Market positioning: Apple targets those customer who are waiting for new technological
and unique designed product and willing to pay extra payment for enriched quality products.

Repositioning: With inventing new products, Apple has changed its overall product and
market positioning strategy and shifted its market position.

3.5 Competitive Advantage:

Apple can boosts its business operation by taking competitive advantages through increasing
sales and profits. Apple always produces innovative and technological advancement products
by recruiting expert and specialist personnel in research department. Apple provides sales and
after sales service to its customers by which it increased customer and created loyal customer.
The customer of Apple can be recognized its product by its unique design and outlook. The
Apple Inc. could be achieved its organizational goal by managing supply chain management
efficiently and effectively. The Apple determined its customer needs and demand accurately
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by taking exact marketing strategy through appoint skilled marketing specialist (Zikmund and
D'Amico, 1989).

Conclusion
According to customer, Apple MacBook Pro is very comfortable, luxury and stylist product.
This report shows the benefits of the Apple MacBook pro and how MacBook Pro becomes
luxurious, comfortable and stylist products to the customers. The customers buy more Apple
MacBook pro rather than its competitors products due to its unique product design. The
customer are also willing to pay extra amount for MacBook pro for its high quality. The
products display, shape, color, and design are unique and excellent for this the customer are
attracted and purchased this products. We can achieve an idea about market share of Apple in
laptop market from brand equity and brand value and we see MacBook covers maximum
market share in laptop market.

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References
Bickerton, P., Bickerton, M. and Pardesi, U. (2000) Cybermarketing. Oxford: Butterworth
Heinemann.
Cateora, P. (1983) International marketing. Homewood, Ill.: R.D. Irwin.
Czinkota, M. and Kotabe, M. (2001) Marketing management. Cincinnati: South-Western
College Pub.
Davis, K. (1981) Marketing management. New York: Wiley.
Dickson, P. (1994) Marketing management. Fort Worth: Dryden Press.
Evans, J. and Berman, B. (1982) Marketing. New York: Macmillan.
Gates, B. and Hemingway, C. (1999) Business @ the speed of thought. New York, NY:
Warner Books.
Keegan, W. and Keegan, W. (1989) Global marketing management. Englewood Cliffs, N.J.:
Prentice Hall.
Keegan, W. and Keegan, W. (1989) Global marketing management. Englewood Cliffs, N.J.:
Prentice Hall.
Kerin, R. (2006) Marketing. New York: McGraw-Hill/Irwin.
Kotler, P. and Armstrong, G. (1991) Principles of marketing. Englewood Cliffs, N.J.: Prentice
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Hall.
Kotler, P. (2000) Marketing management. Upper Saddle River, N.J.: Prentice Hall.
Kotler, P. (2003) Marketing management. Upper Saddle River, N.J.: Prentice Hall.
Kotler, P. (2000) Marketing management. Upper Saddle River, N.J.: Prentice Hall.
Lamb, C., Hair, J. and McDaniel, C. (2002) Marketing. Cincinnati, Ohio: South-Western.
McCarthy, E. (1978) Basic marketing. Homewood, Ill.: R.D. Irwin.
Mullin, B., Hardy, S. and Sutton, W. (2000) Sport marketing. Champaign, IL: Human
Kinetics.
Phelps, D. and Westing, J. (1968) Marketing management. Homewood, Ill.: R.D. Irwin.
Shapiro, B., Dolan, R. and Quelch, J. (1985) Marketing management. Homewood, Ill.: R.D.
Irwin.
Winer, R. (2000) Marketing management. Upper Saddle River, N.J.: Prentice Hall.
Zikmund, W. and D'Amico, M. (1989) Marketing. New York: Wiley.

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Task-2
I have also learned well educated and realistic knowledge in the field of marketing from this
module by which I am capable to understand about importance of marketing. I describes
these in four sectors:

Experience Acquired by Module and Assignment

Writing this report has been a great pleasure & an interesting experience. I have gather many
knowledge and experience by accomplishing this module and knowledge level and skilled
also increased through this module. Now I have been capable to identify and solve any
practical problem by implementing my acquired knowledge through this report. After
studying this module, I am realized that my thinking power is increased and now I can think
any matter from profound perception of it. My honorable course teacher also provides class
lectures which has full of information. I have been acquired huge quantity of knowledge and
prepared skilled myself about this module from informative class lecture. We could find
solution of any unknown question from our knowledgeable and skilled course instructor. Our
course instructors were also friendly and they were always trying to provide lecture in easy
manner. The class lectures are very helpful and cordial instruments at the time of face any
difficulties and I could achieve my course objective by following this class lecture. This
report enabled us to know about how marketing managers manage his activity within an
organization. By completing this report, we could recognize the implication of theoretical
knowledge in the practical field. After completing this module, a confidence is made in
myself that I will solve this problem efficiently in my professional life in this sector. By
completing this assignment according to this module, I have acquired profound knowledge
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about the product design, marketing strategy, brand strategies of the innovative and
technological companies. I could know about real situation of worlds technological and
innovative organization and also know marketing strategy of those organization in changing
situation through this module. I think that from this module I learn superior knowledge which
I could not learn previously. After completing this assignment, I could know that how to
manage uncertain situation without available resources that are need to elucidated for
achieving organization goal. I could develop my thinking skill and cracking ability by doing
this assignment. I gather practical knowledge about management of technological and
innovative market and I also know managing process of this market through completing this
assignment. Finally, I also find an innovative quality in myself in the field of marketing
through doing this assignment.

Use of Knowledge in Innovative Product

By doing this assignment, now I am capable to recognize innovative product and analyze its
pioneering features and characteristics. I choose Apple MacBook pro laptop because it is an
innovative product. I am prepared myself properly due to Apple MacBook pro laptop is an
innovative product. When I am chosen product I am implementing my knowledge that I
acquired through this module. I also implement my theoretical knowledge in the case of
choosing innovative product. There are many tools (model, concepts and analysis) is
discussed in this assignment and I have cleared idea about these tools. Apple is the one of the
word recognized business organization over the world and which is always introduced new
products and new technology in its product line. Apple attracts and retains its customer
through its innovative and technological rule. The MacBook pro of Apple Company is such
product which is considered as an innovative product. Time to time new features, service, and
technologies are added with MacBook pro to satisfy its customer and create brand equity. For
the purpose of promoting its products, Apple construct an exclusive and creative marketing
strategy. Apple has large brand equity and brand value by which Apple get more significant
competitive advantages rather than its competitors.

Difficulties Faced in the Module

I think that marketing is the one of the interesting and exciting subject in the world, but it is
not an easy subject. When I read this subject, I face some difficulties and I cannot capture
some topics. To understand difficult and complex topics of this module, I have need to spend
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more time and give more effort. To understand marketing design and innovative features of
Apple MacBook pro, I have need to know some theoretical knowledge which is acquired
from classes and module instructor. Without help of class lecture and module instructor, I
cannot complete my assignment. To understanding knowledge about marketing, students
have to need acquire knowledge from theoretical and practical sources. Only reading book, a
student cannot acquire depth knowledge about marketing. Additionally, I face many
difficulties in the case of collecting relevant marketing data according to the models. Finally,
I am capable to recover difficulties by taking help from module instructor.

Benefits Gathered from the Module

We get many benefits from this module in spite of few numbers of difficulties. Benefits
which arise from this module will be very helpful for our future professional life. By
gathering theoretical knowledge and information from our module instructor, we are become
informative and wisdom in the field of marketing. We also become experienced and skilled
by completing this practical assignment. I could know about real situation of worlds
technological and innovative organization and also know marketing strategy of those
organization in changing situation through this module. By completing this knowledge, we
have also improved our thinking and imagination power by which we will can make better
future world. Additionally, I am pleasure and get inspiration from this course.

Summary
My knowledge of innovation and marketing design is flourished by this module. The lesson
and experience which is gained from the knowledge is relevant to real world and I see the
deepness inside the technological development from innovative company like Apple. The
knowledge of application of marketing models to the innovative products which are
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positioned and differentiate from competitors, practically I learn from this module. Today in
the world of technology the most renowned company is Apple and its another innovative
products is MacBook Pro. I learned huge practical knowledge about the innovation and brand
strategy of this company by preparing an assignment about this product and also learned how
they positioned themselves to meet the customer demand. Apple is also an extraordinary
brand for which customers are always excited for their upcoming products. And the brand is
also trying to fulfill the high expectation and come up with new technological advancement.
The module capable to develop our theoretical knowledge and develop it through analyzing
the present world situation.

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