Roll No 242005

WMG 24
Jayesh Goswami

Comm. & Internet Tech.

Digital Marketing StrategyApple

iPhone

Marketing Strategy Apple - iPhone

Ignore Critics
Turn the Ordinary into Something
Beautiful
Justify Product Price
Communicate in the Language of
Audience
Extend the Experience
Build a Tribe
Become The Name

Goal of Campaign

Marketing Strategy campaign

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With the passage of time the company keeps on

improving and introducing enhanced products like iPod,
Apple TV, iPhone, iPad, iLife, iWork, iOS and Mac OS X

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Stakeholders
Music Industry

Lenders

Apple Employee

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Apple Developer Programs

Implementation Partner

On Demand Marketing.
Responding to four important
trends in consumer expectations:

2. Can I: Doing things theyve never been

able to do before
3. For me: Having truly personalized
experiences.
4. Simply: Having all interactions to be
easy.

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1. Now: Interacting anywhere at any time.

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Three Level Analysis

Telescope. A clear view of the broad and long-term trends in the
market, category, and brand.
Binoculars. A complete, integrated picture of where they spend their
money, which interactions actually happen, and what these outcomes
are.
Microscope. Technology and analytics to create services,
messages, and offerings that are relevant to the individual.

Result of the Campaign Measures of Success

Predominantly apple business surge immediate after their

campaign of any product launch
Business Profit increase almost by 35-42 % every after new
product launch.

January 26, 2016 Apple financial results for its fiscal 2016 first
quarter ended December 26, 2015.
Quarterly revenue of $75.9 billion
Quarterly net income of $18.4 billion, or $3.28 per diluted share.
These results compare to revenue of $74.6 billion and net income of
$18 billion, or $3.06 per diluted share.
In the year-ago quarter. Gross margin was 40.1 percent compared
to 39.9 percent in the year-ago quarter.
International sales accounted for 66 percent of the quarters revenue

Lesson Learned

The secret to their success is in Apples marketing strategy. They use what is known as
the Exclusivity Technique.

The Exclusivity Technique is typically executed with relative success by businesses giving
a select subset of customers a special deal on goods or services.

For example some companies make certain offers exclusively available to existing
customers or Facebook fans.

Apples version of the Exclusivity technique not only gave a feeling of specialness for
those that got an iPhone but a feeling of jealousy in those that wanted one and couldnt
have one just yet. This made them even more determined to get an iPhone, almost as a
means of compensating themselves for rejection on some psychological level.

Website Analysis - Apple

Thank You