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  • Apple

    Загружено:

    Nehal Trivedi
    107 просмотров11 страниц
    Wave Riders MPE Div B Market Position No. In Desktops / Laptops 63. Mn iPads sold in 2011,73.4% market share 225 mn units of iPod's sold, 73.8% market share iPhone at 17.25% of the smartphones, 100mn units sold by mar'11 > 50% of the total revenue Largest technology company,IBM and Microsoft follow next Key Financials ($ bn) FY10 Net sales Operating Income 65. 18. Profit total

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    Wave Riders MPE Div B Market Position No. In Desktops / Laptops 63. Mn iPads sold in 2011,73.4% market share 225 mn units of iPod's sold, 73.8% market share iPhone at 17.25% of the smartphones, 100mn units sold by mar'11 > 50% of the total revenue Largest technology company,IBM and Microsoft follow next Key Financials ($ bn) FY10 Net sales Operating Income 65. 18. Profit total

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    Attribution Non-Commercial (BY-NC)
    Скачайте в формате PPT, PDF, TXT или читайте онлайн в Scribd
    Отметить как неприемлемый контент
    107 просмотров11 страниц

    Apple

    Загружено:

    Nehal Trivedi
    Wave Riders MPE Div B Market Position No. In Desktops / Laptops 63. Mn iPads sold in 2011,73.4% market share 225 mn units of iPod's sold, 73.8% market share iPhone at 17.25% of the smartphones, 100mn units sold by mar'11 > 50% of the total revenue Largest technology company,IBM and Microsoft follow next Key Financials ($ bn) FY10 Net sales Operating Income 65. 18. Profit total

    Авторское право:

    Attribution Non-Commercial (BY-NC)
    Скачайте в формате PPT, PDF, TXT или читайте онлайн в Scribd
    Отметить как неприемлемый контент
    из 11

    Brand Management

    Group Members : Kinnari Bhatt - 119 Leena Soni - 120 Madhvi Pandey - 121 Manoj Dongare - 122 Mayoor Mahendra -123 Nehal Trivedi -124 Nikhil Khandke -125 Nikhil Sukhathankar -126 Niranjan More -127

    Wave Riders MPE Div B

    Agenda

    Company Overview Brand Architecture Brand Portfolio Kellers CBBE Model Kapferers Brand Identity Prism Observations/Learnings

    Wave Riders MPE Div B

    Company Overview
    Basic Information
    Headquarters: California, US Founders : Steve Jobs Steve Wozniak Ronald Wayne
    Management: Steve Jobs Tim Cook Scot Forstall Peter Oppenhiemer Ron Johnson Phil Schiller Market Cap : $ 362.1 Bn : Chairman : CEO : iOS SW : CFO : Retail : CMO

    Market Position

    No.1 in Desktops/Laptops 63.6 mn iPads sold in 2011 ,73.4% market share 225 mn units of iPods sold , 73.8% market share iPhone at 17.25% of the smartphones , 100mn units sold by Mar11 , > 50% of the total revenue Largest technology company ,IBM & Microsoft follow next

    Key Financials ($ bn)


    FY10 Net sales Operating Income 65.23 18.39

    Profit
    Total Assets Total equity

    14.01
    75.18 47.79

    Wave Riders MPE Div B

    iMAC Pro

    Apple I Apple II AIM alliance Steve Jobs leaves Apple III First Retail Store Failed Products iPod Digital Camera Speakers Steve Jobs is Video back Consoles Schulley replaced by Apple store Splinder iMAC MAC OS X itunes for Windows Splinder replaced by Gil

    iPhone 5 iPad 2 iPhone Apple TV iPad iCloud No.1 in Desktops

    Macintosh Portable Macintosh Lisa GUI

    1976

    1979

    1982

    1985

    1988

    1991

    1994

    1997

    2000

    2003

    2006

    2009

    2011

    Wave Riders MPE Div B

    Brand Architecture & Portfolio


    Apple
    Corporate Brand

    Endorsed Brands iMac iPod iPad iPhone

    Apple TV

    Wave Riders MPE Div B

    Cont
    Consumer Electronics Computer Software Apple TV Digital Distribution iTunes

    iPhone

    AppStore

    Mac OS X

    iPad

    iCloud

    iPod

    Mac

    Wave Riders MPE Div B

    Brand Identity
    Innovative , Self Rewarding, Reliable Thinks Different

    Leaders in CE, Innovators

    Desirable , Value Creating

    Logo

    Wave Riders MPE Div B

    Kellers CBBE Model


    Attachment , Active Loyalty

    Resonance Quality, Credibility , Consideration , Superiority Judgements Innovation, Reliable Performance Imagery Feelings Fun, Excitement, Self Respect ,Rewarding

    Logo, Aesthetics

    Salience High Awareness Level

    Wave Riders MPE Div B

    Kapferers Brand Identity Prism


    Physique (Purpose) Consumer Electronics, Design Source Personality Innovative , Leadership

    Internalisation

    Relationship (Brand to Customer) Quality , Reliable, Service

    Externalisation

    Culture Innovation

    Reflection (Customer identifies w.r.t Brand) Fun , Excitement , Dynamic , Tech-Savvy

    Receiver
    Wave Riders MPE Div B

    Self Image (Customer identifies brand w.r.t self) Progressive, Competes with Self

    Observations / Learnings

    1975

    1977

    1997

    2006

    Wave Riders MPE Div B

    Product Life Cycle

    Apple

    Wave Riders MPE Div B

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