apple brand audit final
DESCRIPTION
TRANSCRIPT
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APPLE
BRAND A
UDIT
OBJECTIVE, SCOPE AND METHODOLOGYObjectives• To find out the perception of people
toward Apple after Steve Job died– Brand image– Brand awareness– Positioning– Threat
• To find out how people response to iPhone 5
“ Think Different…”
ScopeThe report will cover among MUIC students that are using smart phone of any brand and have experience using iPhone of any model
Methodology The secondary data will be carried out by using the website article that relate to Apple brand before and after the death of Steve job. For primary data, our group used questionnaire method
“ Think Different…”
INDUSTRY BACKGROUND
• Firstly invented by Ericson in 1997
• The term smart phone is still vague
• Allowing the third party applications to run
• Window, IOS and Android
INDUSTRY BACKGROUND
• The common one is Symbian from Nokia
• In year 2000, the market was ruled by Nokia
• In 2006, this is the turning point
• Internet was provided almost entire areas
• Smartphone allows to perform various tasks
• In 2007, Apple launched iPhone
APPLE BACKGROUND
- 1976, as computer company
- To achieve stellar products and services
- Be the main market leader in music players
- Joined the phone industry with the iPhone
- Market cap larger than Google & Microsoft combined
- Steven P. Jobs >> the Apple's CEO
- Current CEO >> Tim Cook
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CONSUMER ANALYSIS
Trends• The high-end models >> selling well
• Many significant online stores
• The gateway to ecosystem
• Women >> white iPhone more
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CONSUMER ANALYSIS
Motivation• To listen the music• To communicate through social network• To use high-end technology• Feel trendy and technological wisdom
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CONSUMER ANALYSIS
Perception• Circle button below the screen is innovative• Large screen and have simple design• High quality >> smooth to touch• Primary ‘i’ >> sound smooth and attractive• Sensation of being young and trendy
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CONSUMER ANALYSIS
Segmentation• One product for a particular purpose• Middle to high class and in the business of media and design• Lifestyles of the youth and middle age who living at the
locations• Using the internet and computers
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CONSUMER ANALYSISBehavior• To improve the image of customers
• One part of their daily lifestyle
• Take them wherever they go
• Most men >> purchase iPod is a necessity more than most women believes
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BRAND ELEMENTS
Original logo 1976-1998 1998-2000 2000-2007 Currently
Logo
• Easy to recognize• Quality and innovative• One of the most valuable symbol
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BRAND ELEMENTS
PackagingAppearance• Plain but unique
• Black and White
Apple packaging team
Emotional response• First impression• Excitement
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BRAND ELEMENTS
SlogansiPod classic
“10,000 songs in your pocket."
iPhone 5
“The biggest thing to happen to iPhone since iPhone
MacBook
"MacBook Air. The world's thinnest notebook."
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BRAND ELEMENTS
POPsTechnology:
Produce in the same manufacturer (Foxconn Co.Ltd)
Use Samsung touchscreen technology
Price:Brand Price
iPhone 5 ฿23,000
Samsung s3 ฿22,000
Nokia Lumia ฿21,500
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PODsRetail store: Have its own retail store (Applestore/iStudio)
ZEN concept
Friendly expert staff
CEO: Steve Job
Tim cook
Recognizable
Operation system:Perfectly suit with all Apple’s product
iCloud
Reliable
BRAND ELEMENTS
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BRAND ELEMENTS
Marketing program• Steve Job show
• Rumor through social media
www.macrumors.com
• Restriction in software updateForcing the customer to buy new model
• Commercial showing the attribute of the product
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APPLE BRAND PORTFOLIO
Laptop/ Desktop MacBook Air MacBook Pro Mac Mini iMac Mac Pro
iPod• iPod shuffle• iPod Nano• iPod Touch• iPod Classic• Apple TV
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APPLE BRAND PORTFOLIO
iPhone• iPhone
2G• iPhone
3G• iPhone
3Gs• iPhone 4• iPhone 4s• iPhone5
iPad• iPad 1• iPad 2• The new iPad• iPad mini
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BRAND PORTFOLIO ANALYSIS
MacBook White Launch to gain the market share of low-end market that
customers who have a low income can purchase this products
iPhone S type; iPhone 3GS, iPhone 4S Apple Inc. launch these product type to gain more revenue from
customers because the past product is in the maturity period To extend the time period of products while other brands do
not launch productsiPod Touch To capture the market in portable music player
and movie player, which function is similar to iPhone
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BRANDING STRATEGIES
Apple Inc. keep creating innovative product Product features Product Design Product Uniqueness
Opening retail store in high-end district
Emotional Connect Apple aims for loyal customers
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BRANDING STRATEGIES
Apple training manual- Approach customers with a personalized warm welcome
- Probe politely to understand all the customer’s needs
- Present a solution for the customer to take home today
- Listen for and resolve any issues or concerns
- End with a fond farewell and an invitation to return
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SAMSUNG BRAND ELEMENT • Meaning “three stars” (powerful, everlasting)
• Memorable, transferable, unique, and easy to protect
• Able to extension the product categories
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SAMSUNG BRAND ELEMENT
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LOGO
SAMSUNG BRAND ELEMENTSLOGAN
“inspire the world create the future”
Vision and mission “Smart thinking. Simple living” “The phone that does it all” “Designed for Humans (Inspired by Nature)” “Camera reborn”
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SAMSUNG BRAND ELEMENT PACKAGING
Plain and classic Sense of elegant , high end product
Modern and attractive designFeel excited and feel of value
SimilaritiesStrong competitiveVery similar theme and look
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SAMSUNG’S BRAND PORTFOLIO
• TV
• Camera
• Notebook
• Memory
• Accessories
• Home
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POPS/PODS OF SAMSUNG
POPs Try to launch new product Try to cover the gap in the market Try to gain competitive advantages (brand reputation)
PODs Ultramodern product Humanizing the product Better user experience
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CURRENT MARKETING PROGRAMS
Superstars (representative) to increase brand Media Advertisement Billboard Poster (corner of many roads)
*gain lots of attention from targeted consumers*
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NOKIA BRAND ELEMENTSLOGO
“ Think Different…”
Slogan
Point-of-Difference Sustainable competitive advantage is its global reach accompanied
with a locally tailored presence It is going to be hard for the competitors to enter a market like INDIA
where Nokia has established a strong presence Durability and Battery endorsement
Point-of-Parity With the new operating system, Window phone 8, Nokia shared the
same technology with HTC, Samsung, and Huawei Pricing (Nokia Lumia) is slightly different with competitors like iPhone
5 and Galaxy S3
NOKIA BRAND ELEMENTSPODS & POPS
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NOKIA BRAND ELEMENTSMARKETING PROGRAM
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• Advertising – Through TVC, Bill boards, Outdoor Ads, Radio and display stands
• Personal selling – By product training to Distributor
• Event marketing
• Premiums for loyal customers
• Below-the-Line promotion
QUESTIONNAIREBRAND AWARENESS
15%
20%
9%
13%
13%
10%
13%
1% 3% 1% 1%
Awareness Level
Apple SamsungBlackberryNokiaHTCSonyLGGoogleMotorollaHoaweiI-mobile
Name the brand of smart phones you have heard
GIVEN THE PICTURE BELOW, WHAT BRAND DO YOU THINK OF?
100%
100% recall the picture
Is the slogan of which brand?
Apple
Motorolla
1 3 5 7 9 11 13 15 17 19
Apple Samsung Motorolla Don't know
Aware-ness
9 2 1 18
Awareness
QUESTIONNAIREBRAND IMAGE
To what extend do you feel the following product characteristics are descriptive of Apple iPhone5?
Inno
vativ
e
Tren
dy
Tech
nolo
gy A
dvan
cem
ent
High
Class
Ease
to u
se
Valu
e fo
r Mon
ey0
1
2
3
4
Descriptive
Descriptive
How good or bad it is for Apple iPhone5 to have the following product characteristics?
Inno
vativ
e
Tren
dy
Tech
nolo
gy A
dvan
cem
ent
High
Class
Ease
to u
se
Valu
e fo
r Mon
ey3.453.553.653.753.853.95
Favourability
Favourability
How unique it is for Apple iPhone5 in term of following product characteristics?
Inno
vativ
e
Tren
dy
Tech
nolo
gy A
dvan
cem
ent
High
Class
Ease
to u
se
Valu
e fo
r Mon
ey3
3.23.43.63.8
4
Uniqueness
Uniqueness
QUESTIONNAIREBRAND RESPONSE
SimilarNot fimilar
Do you think iPhone 5 is similar or different to existing competitors?
Similar in term of same function/application with other brands.Not Similar in term of : iOS
Design
Application Brand
Image Uniqueness
Innovation
IOSDesignApplicationBrand imageUniquenessInnovation
Similar = 36.67%Not Similar = 63.33%
If you are considering buying new smartphone, assume all the brand have the same price, how likely would you buy the following brand
Appl
e
Sam
sung
HTC
Blac
kber
ry
Nokia
Sony
0
2
4
6
8
10
Brand response
Brand response
QUESTIONNAIREBRAND RELATIONSHIP
If you are considering buying smartphones in 3 months, which brand are you interested?
Appl
e
Sam
sung LG HTC
Sony
0
5
10
15
20
25
Brand relationship
Brand rela-tionship
23 out of 30 of the applicants choose iPhone
YesNo
Q15 Would you continue buying the next generation of iPhone?
76.67 %
23.33%
QUESTIONNAIREBRAND ASSOCIATION
WHEN YOU THINK OF IPHONE 5, WHAT CAM UP TO YOUR MIND?
3%
10%
10%
10%
25%
15%
15%13
%
“Steve Jobs”
“Function/Designs”
“Same as iPhone4”
“Innovation”
“Tim Cook”
“Short Battery”
“Fast”“Expensive”
QUESTIONNAIREBRAND PERSONALITY
Q12 IF IPHONE5 IS A PERSON, TO WHAT EXTENT DO YOU THINK IPHONE5 WOULD HAVE THE FOLLOWING PERSONALITIES
Up to date
Imaginative
Young
Unique
4.55 4.65 4.75 4.85 4.95 5.05 5.15 5.25
Up to date Imaginative Young Unique
Series1 5.24 5.09 4.9 4.76
Excitement
Total 19.99
Q12 IF IPHONE5 IS A PERSON, TO WHAT EXTENT DO YOU THINK IPHONE5 WOULD HAVE THE FOLLOWING PERSONALITIES
Upper class
Charming
Good looking
4.75 4.85 4.95 5.05 5.15 5.25 5.35
Upper class Charming Good looking
Series1 5.3 4.94 5.3
Sophistication
Total 15.54
Q12 IF IPHONE5 IS A PERSON, TO WHAT EXTENT DO YOU THINK IPHONE5 WOULD HAVE THE FOLLOWING PERSONALITIES
Reliable
Intellegence
Technical
Leader
4.5 4.7 4.9 5.1 5.3 5.5
Reliable Intellegence Technical Leader
Series1 4.86 5.47 5.37 5.24
Competence/Capability
The result from this question is that the competence of an iPhone 5 is the most rated from respondents , which the
Total is 20.94
COMPETITOR ANALYSIS• Compete with many brands.
• Technology, smart phones and computer industry
• Differentiate, modern design and products
• 3 main competitors in market; Blackberry, Nokia, Samsung and
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BLACKBERRY• Research in motion (RIM) firm
• Focus on B2B industry
• Emphasize on usage within a company
Eg. Big keyboard buttons
• Sales increase in small portion until year 2005-2011
(1,350 million – 19,907 million)
• Due to the change to B2C
• Start to decline after “Hamburger crisis” in year 2009
• Apple launch iPhone 4 in 2010, create impact to RIM
• Takes the sales and market share from Blackberry
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NOKIA • Use to be the world’s leader in mobile phones
• Enjoy the highest market share for more than 10 years
• “Symbian”
• In year 2008, Nokia suffer from declining market share
New competitors ( iPhone, Blackberry, etc)
New technological advance ( Android and IOS)
• Stock price drop from $40 (2007) – $2 (2012)
• Join with Microsoft, end of “Symbian Era” beginning of “Window Phone”
Develop “Nokia Lumia”
• Did not success in market
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SAMSUNG
• Major competitor of Apple in mobile phone industry
• Highest sales and market share in 2012
• Serve every types of consumers
Low cost mobile phones – High technology smart phones
• First smart phone…Galaxy S1
• Small gap of sales and market share between Samsung and Apple
Sales volume Market share
Samsung 42.2% 29.1%
Apple 35.1% 25.2%
• Apple generate more sales in terms of margin
Still have potential to compete and gain back market share
• Not only smart phone industry, computer industry as well
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BRAND EQUITY
Judge Brand Equity since death of Steve Jobs
• Brand Awareness• Brand Image• Brand Resonance • Brand Relationship
“ Think Different…”
BRAND AWARENESSSome parts of brand awareness are
strongEveryone can recognize brand logo and iPhone
Slogan is unknown but is an important brand element
Recognition is high but recall is not, Smartphones people think of Samsung more, This would not have been the case before, Salience is slipping
“ Think Different…”
BRAND IMAGE
• Overall Brand image is goodStrong, Favorable and Unique
• Shows imagery and performance of the product is good, and integral part of brand equity
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BRAND RESPONSE
• Apple still considered a unique product – Reinforce the slogan
• People that are aware would consider it as their favorite brand of smartphone
• When price is taken out of consideration it is also considered the favorite product
• Samsung are gaining share and Apple need to make sure this doesn’t happen
“ Think Different…”
BRAND RELATIONSHIP• Very strong brand
relationship Most customers consider
buying next generation of iPhone
Most customers would consider iPhone
• Apple have strong behavioral loyalty
• Our survey is just done for iPhone but this will be similar for most Apple products. Consumers feel they are part of Apple Family
“ Think Different…”
RECOMMENDATIONS• Brand Recall low
• Increase Advertising efforts
• Increase product range
• Slogan unknown - Important brand element that is relatable• Show slogan on
website and product packaging
• Invest in R&D to stay ahead and create more design appeal
• Be more wary of competitors and create branding plan accordingly
• Maintain core competencies
• Look outside for features, such as Dropbox, Google, Hotmail etc
• Define and reach customer base more broadly and deeply
“ Think Different…”
RECOMMENDATIONSBuild unbreakable customer bonds
Retail stores can give information on customers to create bond
Create ideas and attention from customers
Be careful when engaging in lower end of the market
Manage Brand exposure
“ Think Different…”