Apple, Inc.


 Customer Relations 

Personal Consumer

Organizational Consumer
 Relationship Development 

Value Retention Satisfaction

Relationship Development Brand Community 

Consumers Helping Consumers

Relationship Development Reference Group Appeal 

“Now What” Ad
Relationship Development Apple Loyalty 

166 Million Fans

Worldwide
 Marketing Concept 

Products for Everyone

 Developing for the Consumer 

Method to the Madness

Research

Segmentation|Targeting

Consumer Behavior

Branding|Positioning
Research
Research Getting to know John Appleseed 

Primary Research
Quality Resource Associates
Quantitative and qualitative
studies

Secondary Research
Journal of Consumer Research:
Apple = Creative
Segmentation
Targeting
Segmentation & Targeting Apple’s Culture 

The Evolution of Thinking Differently

Segmentation & Targeting Apple’s Subculture 
Apple’s approach transcends gender, geography, age and race
Segmentation & Targeting Education Segmentation 
Segmentation & Targeting Geographic Segmentation 
Segmentation &&Targeting
Segmentation Targeting Education
Race Subculture
Segmentation 

Alternative Mac vs. PC ad

Segmentation &&Targeting
Segmentation Targeting Education
Age Subculture
Segmentation 

Generation Y
Adults

Teens
Segmentation &&Targeting
Segmentation Targeting Education
Teen Subculture
Segmentation 

“Like most trends among youth, it

began with the cool hunters and early
adopters telling everyone this would be
the next big thing and it spread until it
became a cultural phenomenon.”
Anastasia Goodstein
Segmentation &&Targeting
Segmentation Targeting Education
SocialSegmentation
Class 

Targeting the Middle Upper Class

Segmentation & Targeting The Affluent Consumer 

Not Products, But Digital Experiences

From $49
Segmentation & Targeting Consumer Socialization 

iPod: The First Step to Owning a Mac

Consumer
Behavior
Consumer Behavior Apple as an Acquired Need 
You could check your email on your computer...
Or you could just buy an iPhone.
Consumer Behavior Goal Structure for Buying an iPhone 

Feedback
reactions

I am happy and
extremely cool now
that I have my
iPhone!
Formation of Action Goal
Goal setting Action
a goal initiation and attainment/
Planning
intention control failure

My goal To be I must Saving I have

is to be cool, I save up to buy saved
cool. must enough an enough
buy an to buy iPhone to buy
iPhone. the is worth an
iPhone. it! iPhone.
Consumer Behavior Apple and Freud 

Id, Superego, and Ego are interrelated to

create gratification for the
Apple consumer

♥
Consumer Behavior Apple and Freud 

Superego Ego
Consumer Behavior Cognitive Personality Factors 

Apple Users:

Visualizers

Thinkers

Information
Seekers
Consumer Behavior Emotional Advertising Appeal 

Two-way Feedback
Consumer Behavior Apple’s Hierarchy of Skepticism 

Flight of Developers

Product Strategy
Stability
Survival
Consumer Behavior Maslow’s Self-Actualization 
Consumer Behavior Consumption Behavior 

People of all shapes

colors and sizes

Love Apple.
...and usually only Apple.
Consumer Behavior Self and Self Image 

Macbook Air:
Status Symbol
Consumer Behavior Apple User’s Personality 

Apple Users:

Sophisticated

Creative

Technologically
Savvy
Consumer Behavior Values from the Rokeach Survey 

Terminal Instrumental
Freedom Cheerful
Happiness Independent
Social Recognition Imaginative
Consumer Behavior Values Depicted in Ads 
 Branding
Positioning
Branding & Positioning Brand Personality 

Apple Word Association:

Creative Sophisticated
Energetic
Fun
Branding & Positioning Product Personality 

Purchases Reflect Personalities

iPod
iPhone
Nano

Macbook
Air
Branding & Positioning Attitude Toward the Ad Model 
Consumers are influenced by:
2006 1979

Highly visual attention-grabbing ads

Branding & Positioning Example Ads 
Communication of:
Joy Fun
Freedom Self-Certainty Individualism
Branding & Positioning Strategy of Attitude Change 

Resolving Two Conflicting Attitudes

Performance vs. Design

Smartphone iPhone
Branding & Positioning Elaboration Likelihood Model 

Central Route to Persuasion

Used for technically
sophisticated products

Peripheral Route to Persuasion

Used because of increased
market penetration and
awareness
Branding & Positioning Communication Tactics 

Informal Sources
Word of mouth

Formal Sources
Positive corporate image
& top-notch service

Message Credibility
Careful media
selection
Branding & Positioning Advertising Effectiveness 

iPod/iTunes Campaign
Get attention and build awareness
by resonating with the interests and
lifestyles of the target users

Budget: $125 Million

2003: Ad Age’s Marketer of the year
Result: Halo effect on Apple computers
Branding & Positioning Apple: A World Brand 
Branding & Positioning Universal Appeal 
Getting
a Mac
Getting a Mac Opinion Leadership 

Word of Mouth
Innovators
Friends & Family
Consumers with tech
knowledge
Getting a Mac Apple Users are Opinion Leaders 

Apple Users
Getting a Mac Purchase Behavior 

Trial Purchases
Repeat Purchases
Long-Term Commitment
Getting a Mac Gifting Relationships 

Intrapersonal

Intragroup

Interpersonal
Getting a Mac Relationship Marketing 
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