Marketing Tools Used by Apple
INTEGRATED MARKETING COMMUNICATION: APPLE INC.
WHY I CHOSE APPLE INC.
Apple Inc. is a company many people can never fathom. They are a very very admired company that many people tried to emulate but failed. Apple’s customers don’t usually buy their products based on the specifications and features of the products, they are usually bought simply because it’s from Apple. They have reached a cult status whereby their products sell simply by having the Apple logo on it. A big part of this is because of Apple’s iconic ex-CEO and co-founder Mr. Steve Jobs. He is an amazing businessman but he is not a computer genius. The computer genius was actually Steve Wozniak, the other co-founder of Apple. Steve Jobs’ job, pun not intended, was to sell whatever Steve Wozniak made. Jobs’ talent lies in being able to convey his message to the consumers and add a little magic to it. He is always very animated on stage and his charisma is irresistible, and he can always make an ordinary product sound magical and amazing. One of his famous quotes was: “Stay hungry, stay foolish”. With this in mind Steve Jobs remained “hungry” to make the best product in the world. And he stayed “foolish” too, to believe and pursue what people think is foolish to pursue. And one thing that has always confounded analysts is how Apple can sell so well when they don’t even advertise much? They are not very prominent on TVs or magazines or radios. They only show commercials occasionally during the Super Bowl event in US. And even then, those commercials are usually only screened during that event and in US only and nowhere else outside US. This is the reason why I chose this company, because it will be challenging to find out what kind of IMC channels they use and how is it that they can achieve success with fairly minimal advertising.
WHO ARE APPLE’S TWO MAIN COMPETITORS?
Apple’s two main competitors are Microsoft and Samsung. The three best selling products of Apple’s product lineup are their
WHY I CHOSE APPLE INC.
Apple Inc. is a company many people can never fathom. They are a very very admired company that many people tried to emulate but failed. Apple’s customers don’t usually buy their products based on the specifications and features of the products, they are usually bought simply because it’s from Apple. They have reached a cult status whereby their products sell simply by having the Apple logo on it. A big part of this is because of Apple’s iconic ex-CEO and co-founder Mr. Steve Jobs. He is an amazing businessman but he is not a computer genius. The computer genius was actually Steve Wozniak, the other co-founder of Apple. Steve Jobs’ job, pun not intended, was to sell whatever Steve Wozniak made. Jobs’ talent lies in being able to convey his message to the consumers and add a little magic to it. He is always very animated on stage and his charisma is irresistible, and he can always make an ordinary product sound magical and amazing. One of his famous quotes was: “Stay hungry, stay foolish”. With this in mind Steve Jobs remained “hungry” to make the best product in the world. And he stayed “foolish” too, to believe and pursue what people think is foolish to pursue. And one thing that has always confounded analysts is how Apple can sell so well when they don’t even advertise much? They are not very prominent on TVs or magazines or radios. They only show commercials occasionally during the Super Bowl event in US. And even then, those commercials are usually only screened during that event and in US only and nowhere else outside US. This is the reason why I chose this company, because it will be challenging to find out what kind of IMC channels they use and how is it that they can achieve success with fairly minimal advertising.
WHO ARE APPLE’S TWO MAIN COMPETITORS?
Apple’s two main competitors are Microsoft and Samsung. The three best selling products of Apple’s product lineup are their