THE ‘STEVE JOBS MAGIC’ IN PRODUCT INNOVATION
A Case Study by Group 6
Group Members
• Pratyush Jha – 1376061• Prinan Mukherjee – 1376065• Rahul Kumar Gupta – 1376071• Rahul Senapati – 1376073• Rakesh Kumar Sahoo – 1376075
Steve Jobs
• Steve, the Most admired Innovator; Apple Products, the Byword for Innovation.• A Case of a Magical Marketer Hidden inside a
Magical Innovator.• Consumer Orientation guided Steve’s Product Design
Endeavours.• Steve always looked at Product as a Carrier of Value
to Customers.
Correctly Sized Up The New Consumer Community
• Jobs understood the new target community.• It was the new community that was generally
prosperous, wanted new technology, and was gadget-savvy.
• He didn’t invent new technology, but repackaged them with taste and quality.
‘An Ecosystem of Lifestyle Devices’• Steve Job’s products are called an ‘ecosystem of lifestyle devices’, not just
any other product.• He wanted device interconnectivity, so that the consumer could view a photo that he took on his phone, on his Computer effortlessly.• If you own multiple Apple devices, it is possible for you to have the same content on all of your Apple devices.
Importance Of Customer’s Emotional Response
• Steve Jobs wanted to create the ‘Wow’ effect after a customer saw his product for the first time.
• Customers, as a whole, are delighted by new innovations and new, unique products.
• Emotional attachment to the company was also created through world class after-sales service through its Apple Care service.
Product Differentiation
• In economics and marketing, product differentiation is the process of distinguishing a product or service from others, to make it more attractive to a particular target market. This involves differentiating it from competitors' products as well as a firm's own products.
• Apple differentiates its products from those of its competitors by having more innovative technology, premium prices, design quality and simplicity.
Early Galaxy S phones and their software were
Apple Galaxy S
heavily influenced by the iPhone.
Differentiation-based Marketing Strategy
Steve Job’s strategy for Apple was:• Offer a small number of products.• Give priority to profits over market share.• Focus on the high end.• Create a halo effect that makes people starve for new Apple products.
A Little More Of Steve Jobs
• Steve Jobs called the computer, the bicycle of the mind.• As said by a popular technology blogger, “Instead of a
computer being a destination, it's something that is always with us, ready to call up a map, or a restaurant recommendation, or simply fill time with a flapping bird. To put it another way, mobile is a big deal not because we use computers more, but because a computer is with us in more places.”
• This is exactly what the iPhone and the smartphones that followed have done for people.
Ingredients of Steve’s Product Excellence
There were three key elements for achieving product excellence:• Innovating more than inventing,• Design excellence, and• Aesthetics.
Innovating More Than Inventing
• Steve Jobs was an innovator, rather than an inventor.• Apple, under him, took concepts, improved them, and made
them into ‘Wow’ products.• All Apple devices that we know of, were reinvented for people
who didn’t want to learn computer programming or negotiate the technical hassles of keeping their gadgets working.
• Apple’s products represented a gel of elegance, smartness, ingenuity, and novelty, with the latest in technology.
An Example Of Apple’s Early Innovation
• A computer with a mouse – Apple Lisa.• The Apple Lisa came with a single button mouse that used the
GUI (Graphical User Interface) called Xerox Star from the company, Xerox Alto.
• This mouse has since been replaced by more technologically superior products, such as the magic mouse.
Another Example – The Apple iPod
• The iPod wasn’t the first music player with a hard drive when it was introduced in 2001.
• Before that we had the Rio PMP300, introduced in 1998.
iTunes
• iTunes started as a simple software that ripped your CDs into mp3 files.
• But, now it has become a platform where you can not only play music, but also buy music, movies, books, games to play on your iOS devices, etc.
Steve’s Product Excellence
2. Design Sense
• Steve was a perfect sculptor.
Design has contributed a huge part in success of apple.
The best pro of an Apple is it is nimble.Apple’s top priority is to maximise efficiency
thereby minimising cost .Steve job wanted to make most advanced
technology simple to use .. For examples are ..
MOUSE DRIVEN COMPUTER
DIGITAL MUSIC PLAYER
APPLE specifically introduced and focused on user friendliness with the release of IPOD , a device for music
SMARTPHONE
Apple innovated a lot and presented iphone with multitouch interface with a large touch screen that comes in handy.
TABLET COMPUTERS
APPLE introduced IPAD in 2010 with a touch interface .This was a complete definition of tablet computer as a new class of portable device .This product was highly appreciated by the consumers.
USER FRIENDLY
This product makes you feel personal.
AESTHETIC SENSE
Even the Rivals appreciated the looks of Apple Products. For eg. IOS 7
“You know good design when you use it” this was one of the tag line of apple iOS 7.
• This device is so inclined to its aesthetic sense that it makes customers clear about their thoughts on the device which revolves around its design.
Some of the Famous Products Steve Created
• Macintosh [1984]• iMac [1998]• iPod [2001]• iPhone [2007]• iPad [2010]
Conclusion
Steve Jobs has and is still touching the lives of people all around the world today. His story is amazing to read because despite all of the hardships he faced, he did what he said he was going to do: become a millionaire.
Thank you , for listening so patiently. You may ask us questions now.
Stay Hungry, Stay Foolish.
Think Different
FY 2002
FY 2003
FY 2004
FY 2005
FY 2006
FY 2007
FY 2008
FY 2009
FY 2010
FY 2011
FY 2012
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
180,000
Financial history - Net Sales (in Million)
