(TIỂU LUẬN) advertising is based on the customers own experience – the success of the apple brand

Table of Contents A Overview : B Apple Marketing: 1.Advertising is based on the customer's own experience – The success of the Apple brand: 2.“Simply above all”: 3.Perfect in all sales methods : 4.Tap into the customer's feelings: 5.The launch of Apple iPhone XS: Does Apple still follow "perfectionism" in marketing : C Business strategy: D Products : Operating System IOS, MacOS, WatchOS, TvOS, IpadOS Product life lines Iphone E Apple Competitors Top Apple Competitors : F Market Share G Review H Customer concerns : Online Support Feedback NPS (Net Promoter Score) A Overview : Apple Inc is a multinational technology corporation specializing in the design, development and sale of all kinds of consumer electronic devices, computer software, online services After many years of establishment, Apple from computer company Garage operation is now the most valuable brand in the world -Apple Computer Company was founded on April 1, 1976 in Los Altos, California It was not until 2007 that it changed to Apple Inc The company founders are Steve Jobs, Steve Wozniak and Ronald Wayne In more than 40 years of development, this corporation has had seven CEOs But of which only two people are really making outstanding marks for the Apple brand globally, Steve Jobs and Tim Cook It can be said that these two people are also the people who have helped Apple achieve the admirable achievements it is today So far, Apple's product lines have been extremely diverse with many different types and versions But the most prominent is probably still the Iphone every time it is launched, it makes the whole market "wobble" along Up to now, Apple has provided the consumer market with 220 product lines and in which, the versions of the same type have not been taken into account If we were to list each product category, it would be a long list - The first product named Apple I, the computer was designed and built entirely by hand (July 1976) and after overcoming many difficulties, Apple decided on November 10, 1997, The corporation launched the Apple Store website and it is still in use today 3 B Apple Marketing: 1.Advertising is based on the customer's own experience – The success of the Apple brand: The beauty of Apple's marketing strategies is to use the experiences of influencers to show Apple's audience how perfect their products are Unlike other brands that use celebrities for advertising purposes only Moreover, Apple's media - "Word of Mouth" is a media, but it is handled with great power by Apple The free experience for users is also noticed by the company, because according to research from Nielsen, user trust in Marketing shows:  92% of consumers trust recommendations from friends and family members  70% of consumers trust from other consumers who have used the product For this reason, by giving customers a product experience before buying, the company has proven that its products are the best and enough to satisfy customers The truths of "perfectionism" are perfectly incorporated into Apple's international business strategy by Apple 2.“Simply above all”: Why simply above all? Apple gives customers great experiences, not only their products are the best, but the things around them also care about customer experience Apple helps users understand that users not like complicated things and always aim for minimalism In Apple's Content Marketing, the company puts words close to customers, minimizing high-tech specialized words, because they understand that Apple's target audience is people who "don't know very well" about technology” Another point that sets Apple's marketing strategies apart and resonates is the way it communicates information, specifications, and features Instead, the company emphasizes that "their product can change your life, and make it better" Apple's brand positioning is also associated with the philosophy of "Simplicity First" through their website and blog, they know how to lead customers to their website in the easiest way According to research, only 79% of web users scan the top information and the information they need, finding that, instead of making the site "ornate", Apple is aiming for simplicity to deliver the best information for customers 3.Perfect in all sales methods : The Apple retail experience is truly “top of the top” The company does not need aggressive PR factors, does not need flashy words, but only focuses on practical factors, what Apple's customers experience is the key to their success According to market research by Nielsen, 70% of customers who walk out of an Apple store buy something in the store It is because of the natural marketing strategy that prioritizes user experience that Apple does not need to focus too much on advertising but still attracts a large number of customers and extremely impressive profits 5 Unboxing videos from customers are a way for users to PR for the company - success in Apple's PR strategy (Source: Youtube) You can go to Youtube and search for videos about unboxing iPhone phones or other products like Macs, Ipods, and Apple Watches Apple files are provided right from the device box The product is an inside The work that makes an impression right from the outside is a condition that not everyone can think of and According to research by experts, people who are beautiful and impress customers will make them want to share more with everyone Apple has understood that and made a difference for themselves They can rely on that to increase coverage It is those videos that go deep into the customer's mind that the iPhone is a good product It is worthwhile to purchase 4.Tap into the customer's feelings: Emotional connection is the key to Apple's marketing strategy Perhaps the stories that Apple gives to customers are extremely viral and viral videos Think back to the first Ipad ad released in 2010 Apple made the scene with people in the living room They didn't talk about screen size or speed but simply loved their Ipad 6 The famous studies by Dr Jonah Berger show that content evokes highly arousing emotions and is more contagious than any other form That's why Apple has turned that emotion into a "pain point" to hit customers with emotional campaigns and ads that have a very high rate of spread on social media To evoke and build customer emotions the Apple way, use your own emotional language where it makes sense to so Make sure it flows naturally One way to this is to use emotional trigger words to develop your marketing campaign Non-confrontation on prices in the market is the pricing strategy of Iphone in particular and of Apple in general: Apple understands that competing on pricing strategy can completely destroy your business, and Apple knows that price cuts and competition will lead to a dead-end race Therefore, Apple's competitive strategy focuses on their USP (unique value proposition), which is the beautiful design you can see right out of the box Apple doesn't mind the competition While others focus on a single strong point, Apple focuses on the whole product and proves it 7 Apple's pricing strategy: the price is set very high is Apple's marketing strategy in terms of price (Source: Apple) 5.The launch of Apple iPhone XS: Does Apple still follow "perfectionism" in marketing : It can be said that the launch event of three new product lines from the "Apple defect" technology company caused a storm of public opinion and gave Apple a boost in its target market The number of people interested in Apple's event is still extremely large Comments after the event showed that Apple did not change the design and made no breakthrough like in the past that it did Apple's strategy for iPhone products, the iPhone XS launch event still proves that Apple's marketing strategy still follows the "perfectionism" that Steven Jobs proposed (Source: ZDNet) But consider the facts: remember when Apple changed the definition of "Touch Screen" or "Touch ID" demonstrated what security is? With a saturated market like today, creativity is very difficult, and sometimes trying to be creative will backfire That's why Apple still maintains the position in Apple's PR strategy that improving the customer experience is above all to show Apple's target customers what the best experience is like Because of the marketing strategy of not advertising aggressively but prioritizing "perfection," through the recent launch of the iPhone XS, the company has shown its calculations Those who say that the company is out of time, just look at the number of people searching for information about the iPhone XS (772 million searches) You can see that its marketing strategy is still as perfect as it was in the past C Business strategy: - Apple's strategic goals: In any business strategy, the goal is always something clearly defined from the beginning It is what you want to achieve, need to achieve when building this amazing strategy Apple's strategic goals will change from time to time, but will still focus on issues related to revenue, profit, brand value and influence - Apple's target customer: For the market price distribution, you can also immediately see that Apple's target customer is not the general public Apple's target customers are defined as the high-end segment, i.e high-income consumers Because target customers are not simply those who have needs and desires for products but must be able to pay for them - Apple's market: Determining the market, the target market is always essential in every business strategy If the determination is not correct, it just makes you waste resources but the effect is not as desired Apple's market is divided into many different segments, especially will focus on key markets In particular, Apple's main markets are countries and regions with high consumption such as the US or China -Automatic recognition of names: Focusing on community values and humanity Inspiring through words and aesthetics Connect with the community with its own ecosystem D Products : Operating System IOS, MacOS, WatchOS, TvOS, IpadOS Product life lines Iphone iPhone 2G (2007) iPhone 3G (2008) iPhone 3GS (2009) iPhone (2010) iPhone 4s (2011) iPhone (2012) iPhone 5s and 5c (2013) iPhone 6/6 Plus (2014) iPhone 6s/6s Plus (2015) 10 iPhone SE (2016) 11 iPhone 7/7 Plus (2016) 12 iPhone 8/8 Plus (2017) 13 iPhone X (2017) 14 iPhone Xs/Xs Max/Xr (2018) 15 iPhone 11, 11 Pro and 11 Pro Max (2019) 16 iPhone 12 mini, iPhone 12, iPhone 12 Pro, iPhone 12 Pro Max (2020) 17 iPhone 13 mini, iPhone 13, iPhone 13 Pro and iPhone 13 Pro Max(2021) 18 iPhone SE 3(2021) 19 iPhone 14, Iphone 14 Plus, Iphone 14 Pro, Iphone 14 ProMax (2022) - Iphone has the best sales Iphone 6/6 Plus (222.4 million units) - Iphone has the biggest change ever Iphone X iPad Ipad Gen iPad Mini iPad Air iPad Pro Macbook Macbook Gen Macbook Air Macbook Pro Apple Watch Apple Watch Gen Apple Watch SE Apple Watch Series 1-8 Apple Watch Ultra Airpods Airpods (2016) 10 Airpods (2019) Airpods (2021) Airpods Pro (2019) Airpods Max (2020) New product Iphone 14 Series Iphone 14" Iphone 14 Plus Square Design A15 Bionic chip from to GPU cores Takes 12MP sensor from Iphone 13 ProMax, has Cameras: Main Camera and Super Wide Angle Camera Greater battery life Super Retina OLED XDR Display is fine-tuned by Apple itself Iphone 14 Pro Iphone 14 ProMax Square Design Powerful performance A16 Bionic chip There are Cameras: Main Camera, Super Wide Angle Camera and Tele Camera Camera upgrade: sensor size up to 48MP, upgrade super wide angle camera and add more functions to support video recording and photography With Promotion (120hz) Has Action Mod Has Always On Display Front camera shape change: from rabbit hand to pill and camera upgrade Apple's sales policy Genuine Strength year warranty if there is a manufacturer defect All Apple products will be sold in all distribution stores nationwide Promotion policies will be different for each store Weakness The goods will be slow compared to the portable version because there is no Apple Store in Vietnam Handed Strength Available sooner than the original Experience the product sooner Weakness Difficult to warranty, if you want to guarantee the product, you must provide all relevant documents such as receipts, personal information, And it is unlikely that the warranty will be covered The price will be higher at first due to scarcity No promotion policy E Apple Competitors Soon they were able to capture the market by and starting their product line Since the beginning Apple differentiated its products with innovation, sleek design and marketing strategies Apple has a limited but top notch product line Every product is designed with great innovation Apple product line consist Mac, iPad, iPhone, Watch, TV and 11 other accessories and services Brand Loyalty is the main factor in the success of the company Mac Product line i.e computers and laptops include MacBook, MacBook Air, MacBook Pro, iMac, iMac Pro, Mac Pro and Mac mini Besides Mac, in the smartphone category Apple iPhone is a great success have a handsome market share in the global market Apple watch is another great success story where it has already introduced Apple Watch Series 4, Apple Watch Nike+ and Apple Watch Hermes Though Apple have a narrow product line, it still has strong competitors in the global market for its different product line especially for laptops and smartphones Top Apple Competitors : SAMSUNG Samsung is the one of the Top competitors of Apple in the Smartphones segment Samsung is the leader in smartphone market share Galaxy smartphones is considered the pioneer in the industry Apple iPhone and Samsung Galaxy are strongly competing to increase market share One way another it greatly affected the iPhone market share Samsung is able to produce phone with affordable prices In laptops segment, Samsung has a decent market share but not among the top apple competitor in laptop segment DELL Dell is strong competitors of Apple in the Laptops segment This rivalry started many years ago when Dell introduced a competitive product Dell DJ and become one of the early competitors of iPod Few years back Dell has launched XPS laptops product line which are competing with MacBook Pro Though dell is competing with Apple in the PC market, Apple has more loyal customer base Over the year Apple Inc build a strong brand awareness in the mind of consumer in all the segments they are dealing 3.HP 12 HP Inc and Lenovo are top companies having almost 22% market share followed by Dell and Acer and Apple HP Inc is providing acceptable quality products with affordable prices On the other hand Apple is providing high quality products with premium pricing HP Inc is a strong Apple competitor for example specter and MacBook Hewlett-Packard focused on outside US while Apple is concentrating on US Market HP is among Top Apple Competitors There are also some other competitors such as Sony, Asus, Microsoft, Google, … F Market Share According to statistics from market research company Counterpoint Research, in the second quarter of 2021, sales of high-end smartphone models (priced above $ 400) increased by 46% compared to the same period last year Sales of high-end smartphones accounted for about 24% of total smartphone shipments, up slightly from 21% in the same period a year ago In particular, this growth comes from the strong consumption of iPhone Apple is the world's largest premium smartphone maker with a 57% market share in the second quarter of 2021 Meanwhile, last year, the brand accounted for only 48% of the market share iPhone sales increased 74% in the second quarter thanks to the attraction of the iPhone 12 generation Meanwhile, the ultra-premium segment (smartphones priced above $800) also grew by 182% iPhone continues to hold 75% market share in this segment, up 20% over the same period last year Currently, Apple is the largest premium smartphone brand in every country in the world 13 G Review  From juornalist According to 9to5Mac, every year Fast Company evaluates companies globally in all fields and votes for the Most Innovative award - the most innovative company of the year The Most Innovative Award 2018 belongs to Apple with the best idea in 2017 In the Most Innovative Award 2017, Apple is only in the consulting position behind Amazon, Google and Uber In 2017, Apple released AirPods, Apple Watch Series 3, ARKit, iPhone X and all became popular products with users and obtained large numbers Apple is highly appreciated by Fast Company for the full hardware and software ambitions of the project This shows that other phone and tablet manufacturers often buy chips like competitors, while Apple chooses its own solution for design chips The result is products like the iPhone with optimized processors designed specifically for the operating system, apps  Customer experience : 1.Consider the need for advertising 2.Intensifier different values instead of competing on price 3.Apple's customer experience is about putting yourself in the shoes of the customer 14 Keep for product and battle the next to the simple market is can only 5.Direct all focus to emotional customers 6.Apple's customer experience is understanding customers H Customer concerns : Online Support Feedback With the market survey, Apple will send the coupons to customers via email as soon as they make a purchase In this form, customers will rate the level of satisfaction with the product and the overall rating of the purchase experience, as well as the likelihood of returning to buy Apple products in the future The questionnaire helps Apple receive information immediately and also measures the accuracy of the response when the transaction is still new, the customer is still impressed NPS (Net Promoter Score) For customers who shop at the company, Apple receives customer satisfaction assessments about the purchasing experience at the company when they complete transactions through feedback receiving devices such as hearme is providing grant 15 16 ... experience – The success of the Apple brand: The beauty of Apple'' s marketing strategies is to use the experiences of influencers to show Apple'' s audience how perfect their products are Unlike other brands... smartphones Top Apple Competitors : SAMSUNG Samsung is the one of the Top competitors of Apple in the Smartphones segment Samsung is the leader in smartphone market share Galaxy smartphones is considered... naturally One way to this is to use emotional trigger words to develop your marketing campaign Non-confrontation on prices in the market is the pricing strategy of Iphone in particular and of Apple