Apple Hunger Marketing Case Analysis?

The success of an enterprise's marketing not only requires its marketing strategic planning to be correct, but also requires its marketing execution to be s

The success of an enterprise's marketing not only requires its marketing strategic planning to be correct, but also requires its marketing execution to be standardized and efficient. Let me take a look with readers.

company profile

Apple, formerly known as Apple Computer Company, is headquartered in Cupertino, California, USA, and its core business is electronic technology products. Apple's Apple II promoted the personal computer revolution in1970s, and the Macintosh relay continued to develop in1980s. The most famous products are Apple II, Macintosh computer, iPod digital music player, iTunes music store and iPhone, which is famous for the innovation of high-tech enterprises. 20071October 9, 65438, Apple Computer Company was renamed Apple Company. Apple * * * Apple * * was founded by Jobs, stephen wozniak and Ron Wayne on1April, 976. Headquartered in Petinos, California, USA, it is located in the heart of Silicon Valley. 1In the spring of 975, Apple I was designed by Wozon. At that time, Byte's computer store bought 50 Apple I's, which cost 666.66 dollars. 1976, Woz completed the design of Apple.

1977 Apple officially registered as a company and launched a new Apple logo that is still in use today. At the same time, Apple also got its first investment-92,000 dollars from Mike Markkula.

1978, Apple was preparing to go public, and Xerox pre-purchased Apple shares 1 10,000 USD, and

Allow Apple engineers to study the graphical interface of PARC operating system that Xerox has long regarded as junk. But Apple's engineers turned decay into magic and brought the graphical interface into a brand-new time and space.

Apple specializes in developing, manufacturing and selling personal computers, servers, peripherals, computer software, online services and personal digital assistants. 1995 was the third largest PC supplier in the world, ranking 1 1 in the list of "Global Information Technology Companies 100" and 25th in the list of "Top 50 Global Software Manufacturers". 1994 and 1995, it ranks first in the global multimedia market. ?

STP Analysis of Apple Company

1, market segmentation * * * segmentation * * *

The criteria of market segmentation are geographical factors, demographic factors, psychological factors and behavioral factors. At present, the iPhone has been sold in 90 countries around the world and supported by more than 180 operators. According to geographical factors, iPhone market can be divided into American market, China market, Indian market and other countries' markets. As a smart phone, iPhone can also be subdivided by demographic factors and behavioral factors:

* * *1* * Business type: mainly working users aged between 30 and 45. This group is characterized by stable income and the ability to buy smartphones at various price points. They are one of the most important groups in the commercial society. They are in the middle and upper levels of the enterprise, with busy daily work and frequent business trips. Therefore, first of all, they have requirements for the continuity and quality of mobile phone calls and data transmission; Secondly, the mobile phone also carries most of its important data, so it requires high security and confidentiality; Finally, they need to handle all kinds of files anytime and anywhere, and their office is highly dependent on mobile phones. Therefore, business-oriented mobile phones should not only help users achieve fast and smooth communication, but also complete business activities efficiently.

***2*** Entertainment type: mainly students and young office workers. The characteristics of this group are that their age is lower than that of enterprises and their economic ability is weak. They use mobile phones not only for communication, but also for recording, taking photos, making videos, playing games and surfing the Internet. They respect fashion and attach importance to the entertainment of mobile phones. Therefore, their requirements for mobile phones are mainly: reasonable price, fashionable design, diverse functions and strong entertainment.

***3*** Developmental: The proportion of consumers in the mobile phone market is relatively small, mainly between the ages of 20 and 30, IT-related industry workers or mobile phone enthusiasts. This kind of consumers are characterized by their great enthusiasm for exploring mobile phones, and they will use most of the functions of mobile phones as much as possible to develop the potential of their own mobile phones, including writing software for open source mobile phone systems.

2. Target market * * * Target market * * *

IPhone adopts intensive market differentiation marketing strategy, and conquers the groups that pursue fashion and are highly sensitive to technology with the same product in different periods.

Judging from the existing appearance and functions of the iPhone, Apple has always regarded fashionable young people as its main target customers. Young people have a very high demand for the functions and shapes of communication products, such as multimedia applications and web browsing. IPhone has a stylish appearance, touch screen and integrated itunes online download software for Apple iPod player. It can be seen that the iPhone should be aimed at young consumers who buy and like the ipod. In addition, the iPhone is also a mobile phone developed for business people. Business people pay more attention to the functions of mobile phones, such as document processing, mail sending and receiving, etc. Therefore, business people have a second audience for the iPhone. ; In addition, the obvious price feature of iPhone is that it is a high-end mobile phone product. Set a higher price in the market, aim at the price-insensitive groups in the market, and meet the crowd chasing fashion trends; Finally, for the iPhone in the American market, a very important target group is video enthusiasts.

And now the main market of iPhone is the United States. However, in the long run, the future market of smart phones is in China and India. If Apple wants to take the lead in the world, it must succeed in both developed and emerging economies, and it needs to adopt a dual business model.

3. Market Positioning * * * Positioning * * *

IPhone positions itself as a fashionable, intelligent and high-tech communication product. In the intelligent communication market, it represents the frontier of science and technology. Having an iPhone means having fashion. The innovative features of iPhone always attract consumers who are loyal to Apple.

The market positioning strategy of Apple iPhone includes image differentiation strategy, personnel differentiation strategy, service differentiation strategy and product differentiation strategy.

* * *1* * image differentiation strategy

Steve Jobs, the brand spokesman for Apple's iPhone, described himself as an "anti-traditional" fighter. His almost unchanging jeans and black turtle neck not only give people a cool, hippie and rebellious feeling, but also extend this image to the Apple brand.

***2*** Personnel Differentiation Strategy

The core of marketing is love song economy. Jobs believed that "emotional economy" would replace "rational economy". Innovation has nothing to do with the number of R&D funds. What matters is who you are, how you lead them to innovate, and your understanding of innovation.

***3*** Service Differentiation Strategy

Design a cool experience. Apple prefers flexible experience manufacturing to traditional hard marketing in iPhone brand building. The company emphasizes involving consumers in marketing activities. Apple iPhone has many fans all over the world. They have their own websites and even publish their own magazines to participate in iPhone marketing activities.

* * * 4 * * product differentiation strategy

Excellent product. Apple iPhone is different from other smart phones. It has the basic performance of other smart phones, but it also has advanced performance that other smart phones don't have, and its innovation is unparalleled. For example, iPhone doesn't have a keyboard, but it innovatively introduces a multi-touch * * multi-touch * * touch screen interface, which is in a leading position compared with other brands of mobile phones in terms of operability.

How does Apple do marketing?

1, products around customers

When Apple builds a product, there is only one central idea: customer experience. When a technology is not mature enough to provide a good customer experience, it will never be taken out, which is why it is rumored that iPhone 5 will be equipped with fingerprint recognition and can only be realized on iPhone 5s. Let's talk about Mac first. Apple pursues the powerful function of "out of the box", so it has created a series of independent applications such as iLife and iWork.

These products and applications have a common feature: there is basically no learning cost. Therefore, it is often seen in promotional videos that children aged 4 or 5 can also use iPad, iPhone and other products very skillfully. What is even more impressive is that software like iMovie allows children to make very good trailers after an hour of in-store training. It can be said that the user experience is indispensable.

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2. Products give the greatest support to marketing.

Far from saying, in the marketing of iPhone 5s, the naming of M7 coprocessor is actually a science. Actually, Samsung's Galaxy.

S4 and Meizu's MX3 also have a similar function, called sensor hub, but obviously the concept of "coprocessor" is more acceptable to most people.

There is no doubt that M7 is built for user experience, but the support for marketing is also obvious. When both products and marketing point to user experience, marketing gives an acceptable name according to product characteristics, which opens a topic that is easier to be discussed. These are all very clever marketing methods. So where do these things come from-products.

Say a counterexample, in fact, Qualcomm's processor is now well known by people, which is the result of all mobile phone manufacturers using it at present, but I don't know how powerful the processor in Qualcomm is, but compared with the first generation iPhone in the ARM 1 1 era, the CPU processing speed is 40 times faster and the graphics processing capacity is 56 times faster. Let me know these memorable materials. In just six or seven years, the development of processors is so amazing. Even if other manufacturers are still emphasizing that their processors are the fastest, don't forget: the first impression is only once.

3. Products and retail bring customer experience.

The biggest function of Apple's retail store is to "explore, discover and buy" * * * Both Cook and Jobs say so * *, which means that this process is "not knowing-knowing and understanding-recognizing and accepting", and a good shopping experience is actually the most important thing in this process.

To this end, Apple has its own set of "Apple Customer Experience" training courses for everyone to teach them how to tap demand, how to communicate with customers, how to promote purchases, and become a complete closed loop in the second year. This course is reflected in those videos of Apple, the most typical ones are those of iPad-all talking about what changes the iPad has brought to all walks of life.

Remember the release of "New iPad"? The conference will spend half the time talking about software, which is actually about what the iPad can do and the customer experience. What will happen if the clerk in the retail store also learns the demonstration of these softwares and teaches them to customers? In fact, they have already done this-isn't that what free lectures and one-on-one training in retail stores do?

4. Transmission of values

These are the best and least noticeable places of Apple. Every time you introduce a hardware product, you will end up with a picture of Energy Star certification. This is the first item: environmental protection.

Every video, there will be shots and stories from developing countries and even underdeveloped countries: Apple products have broadened their information channels and content display methods and contributed to the development of the world.

Every video, there will be people with disabilities to join: Apple products can improve the quality of life of vulnerable groups.

There are many high-end and mid-range lenses, even in enterprises and industries. . .

Apple products are everywhere, contributing to the world and slowly changing the world. These are all things that quietly convey their values. . .

In fact, Apple's marketing is not independent, but linked to corporate culture and technology, while marketing such as values and user experience is integrated. No enterprise can do this at present unless they can change the world again.