19/01/2015

Date:

CEO:

Kajol Ghosh
Ameya Sonkusale

COHORT NAME
& Group No:

MGB
Group 5

Group
Members:

Deepak Acharya
Ritika Dudeja
Ridhi Vaid

1. How does Apple create value to customers through its products and services?
Apple has always been a leader in terms of innovation. Through their technological
advances, they try to cater to what the consumers want. They create value through setting
their products as status symbols. Customers love buying Apple products. Moreover, the
company has its own stores and do not showcase their product before release, instead they
keep it as a surprise. The products are revolutionary in their market, therefore their launch
is managed as a huge event.
2. What are the key marketing strategies used by Apple to launch the IPAD
product in Australia?
Content Marketing and Guerilla Marketing are the two kinds that can be associated
with the key marketing strategies used by Apple. Content Marketing - Apple created
content and presence for the IPad on many platforms such as the main launch via a
special press conference and event. This was used to provide information about the
product and officially invite the existing and potential customers to come and extend
the iPad experience. Guerilla marketing - unconventional methods of providing
services to customers waiting in line such as tea/coffee services and blankets/umbrella
to create the special moment and make customers feel a part of the Apple family.
3. How did Apple create a competitive advantage with its IPAD product range?
IPad was an innovative and a newly developed product in the industry. It was launched as a
premium brand. They maintained the same operating system across all their devices and
created value for the customers through their stores, which sold products as well as acted
as App stores. Although, the products were very high priced, they distinguished themselves
in terms of product quality and innovation.
4. What is the actual and augmented product attributes for the Apple IPad
brand?
The augmented product attributes include highly efficient and user-friendly devices and
product replacement policies. The actual policies highlight quality, styling of the products,
services and consistency of the products that led them to be the market leader.
5. How did Apple create a competitive advantage with its brand positioning?
Apple positioned its products by creating a new set of needs for the people. They
revolutionized the gadget market with touch screens. People take pride in owning their
products thus, creating a status symbol.