Chandan KumarMitali SinhaParth GaurPriyanka Mandal

• Apple was founded by Steve Job , Steve Wozniak, and Ronald

Wayne in April 1976.

• Apple Inc (Previously Apple computer Inc) is an American

international corporation.

• Apple Inc. ignited the personal computer revolution in 1970s

with Apple 2.

• The company’s best-known product include the Macintosh

line of product, I pod, I phone, I pad.

• Apple is the world's largest information technology

company by revenue, the world's largest technology company

by total assets.

Stylish

Innovative

ExpensiveNew generationLuxury

SatisfactionPassion

ExcitementTechnology

Trustworthy

PowerApple’s logo

User friendly

Quality

Unique design

Imagination

StatusReliability

Entertainment

»Innovative»Technology»New generation»Passion»Quality

Sense of style and elegance Feels good to use high performance products Uncommon

Increase self steam Confidence on product Distinctive

Pride and sophistication Credibility Exclusivity

Trust worthy

Sleek design Technologically sound products Uniqueness (its different)Attributes

Functions

Rewards

Values

Personality

Types of Segmentation Segmentation Criteria

Devices: iPhone,iPad,Mac book

Services: (iTunes, Mac apple store)

Operating System Software: IOS

Accessories :Apple TV , Apple Watch

Geographic Region India & International India & International India & International India & International

Rural and Urban Urban Urban Urban Urban

Demographic Age 18-60 18-60 18-45 18-60

Gender Male, Female and Other Male, Female and Other Male, Female and Other

Male, Female and Other

Income Middle, Upper middle and High

Middle, Upper middle and High

Middle, Upper middle and High

Middle, Upper middle and High

Occupation Businessman, Professionals, Managers

Students and Professional manager

Executives and Professional managers

Professionals, managers

Life Style Stage Bachelors, Married couples

Bachelors, Married couples

Bachelors, Married couples

Bachelors, Married couples

Behavioural Loyal Status Hard Core loyal, Switcher Hard Core loyal, Switcher

Hard Core loyal, Switcher

Hard Core loyal, Switcher

Benefits Sense of achievement and belongingness

Efficiency, Speed of service

Efficiency, Speed of service

Self Expression, Recreation

• Apple computer offers the best personal computing experience to students, educators, creative professionals and consumer around the world through its innovative hardware, software and internet offerings.

Point of Difference

Target Segment Frame of

reference

• IPhone

• The iPad

• Mac Book

• ITunes music store

• IPod digital music player

• The brand has different labels with the apple name and

logo

• Centralised marketing team

• A store just for apple

• Marketing strategy

• Varied products

• New innovations and attractiveness

• Safe working conditions

• Treat workers with dignity and respect

• Use environmentally responsible manufacturing processes

• Disclosure of information

• Protection of intellectual property

Technology challenge

Leadership challenge

Competition challenge

Economy challenge

• Memorability

• Meaningful

• Transferability

• Adaptability

• Protectability