MARKETING APPLE - BANGALORE
STRATEGIES
:
Su
bmitted By:
Group 8:
Arpita Bahadur
Gaurav Kumar
Manish Gupta
Submitted To:
Pavan Kumar
Prof. Rahul Gupta
Ranjini K Ballal
Vani Vyas
APPLE INC.
Introduction:
Apple Inc., formerly Apple Computer, Inc., is an American multinational
corporation which designs and manufactures consumer electronics and
software products. The company's best-known hardware products include
Macintosh computers, iPod portable media players, and the iPhone. Apple
software includes the Mac OS X operating system.
Established in Cupertino, California on April 1, 1976 and incorporated
January 3, 1977, the company was called "Apple Computer, Inc." for its first
30 years, but dropped the word "Computer" on January 9, 2007 to reflect the
company's ongoing expansion into the consumer electronics market in
addition to its traditional focus on personal computers. Apple was
established by Steve Jobs, Steve Wozniak and Ronald Wayne. Apple has
about 28,000 employees worldwide and had worldwide annual sales of
US$24 billion in its fiscal year ending September 29, 2007. For reasons
varying from its philosophy of comprehensive aesthetic design to its
distinctive advertising campaigns, Apple has established a unique reputation
in the consumer electronics industry. This includes a customer base that is
devoted to the company and its brand, particularly in the United States. In
2008,Fortune magazine named Apple the most admired company in the
United States.
Apple’s Laptop History:
• Apple introduced the bulky Macintosh Portable in 1989
• Apple introduced the PowerBook in 1991, which established the
modern form and ergonomic layout of the laptop computer.
• Apple introduced the Centris line, a low end Quadra offering.
Apple initially tasted failure in Laptop business; it tried to bring low cost
offering into the market but didn’t work. Its re-invention strategy failed
disastrously and had to think newer plans to gain a respectable market
position.
New beginnings:
On August 15, 1998, Apple introduced a new all-in-one computer reminiscent
of the Macintosh 128K: the iMac. The iMac design team was led by Jonathan
Ive, who would later design the iPod and the iPhone. The iMac featured
current technology and a groundbreaking design. It sold close to 800,000
units in its first five months and returned Apple to profitability for the first
time since 1993.
Since 2001 Apple's design team has progressively abandoned the use of
translucent colored plastics first used in the iMac G3. This began with the
titanium PowerBook and was followed by the white polycarbonate iBook and
the flat-panel iMac. Thus different laptops introduced in the mean time were:
Power Mac, iBook and Power Book.
MacBook:
The MacBook is a line of Macintosh notebook computers by Apple Inc.
Introduced in May 2006; it replaced the iBook G4 and 12" PowerBook series
of notebooks as a part of the Apple Intel transition. Part of the MacBook
family, the MacBook is aimed at the education and consumer markets. It is
the best-selling Macintosh in history and according to the sales-research
organization NPD Group, the midrange model of the MacBook has been the
single best-selling laptop of any brand in U.S. retail stores for the past five
months.
There have been two designs of the MacBook: the first uses a
polycarbonate casing that was modeled after the iBook G4, while the second
uses a unibody aluminum casing. When the aluminum MacBook was
announced, the original white MacBook was given an optical drive update
and a lower price. The aluminum MacBook was released in October 2008.
Features of MacBook:
• Precision aluminum unibody enclosure:
Machined from a solid piece of aluminum, the new MacBook not only
looks stunning, it's also thinner, lighter, greener, and more powerful
than ever.
• LED-backlit display:
The ultrathin 1280-by-800-pixel LED-backlit display shows off your
digital media perfectly. And it's as easy on the environment as it is on
the eyes: The gorgeous glass and aluminum enclosure is arsenic- and
mercury-free, and LED technology makes it more power efficient.
• Advanced NVIDIA integrated graphics:
Experience the most powerful MacBook graphics ever. With a new
NVIDIA GeForce 9400M processor, the new MacBook delivers up to 5x
more graphics performance, so you can immerse yourself in lifelike 3D
games.
• Multi-Touch trackpad:
Multi-Touch comes to MacBook. The smooth, spacious glass trackpad is
designed to give you more room for your fingers and more functionality
with Multi-Touch gestures. And since the entire trackpad doubles as the
button, you can comfortably click anywhere.
• The white MacBook:
Featuring a durable polycarbonate shell and a vibrant 13-inch glossy
display.
• iLife Software Package:
This is a combination of Softwares that include:
1. iPhoto
2. iMovies
3. iDVD
4. iWeb
5. GarageBand
• Mac OS X v10.5 Leopard
Time Machine
Mail
iChat
Safari
Photo Booth
Front Row
Boot Camp
Green Marketing:
MacBook is designed with the following features to reduce its environmental
impact:
• Highly recyclable aluminum and glass enclosure
• Mercury-free LED-backlit display
• Arsenic-free glass
• BFR-free internal components
• PVC-free internal cables
• Meets ENERGY STAR requirements
• EPEAT Gold rating
