A Project Report

On

Marketing Mix of Apple

Submitted in partial fulfillment
Of the requirements for the award of degree of
BBA

By

PRIYA GARG
Enrollment No 02116701719
BBA (2019-22)

Under the Supervision of

Project Guide Ms. Preeti Sharma

 Table of Content

Chapter TOPIC Pg.no

1. Introduction 1-18

2 Objectives of study

3 Review of literature

4 Research methodology

5 Limitations of the study

6 Conclusion and Recommendations

 CERTIFICATE BY FACULTY GUIDE

On the basis of declaration submitted by Priya Garg student of BBA, I hereby certify that the
project titled “Marketing Mix on Apple Company” which is submitted to the Faculty of
Management, Sirifort Institute of Management Studies , in partial fulfillment of the requirement
for the award of the degree of BBA, is an original contribution with existing knowledge and
faithful record of research carried out by him/her under my guidance and supervision.

To the best of my knowledge this work has not been submitted in part or full for any Degree or
Diploma to this University or elsewhere.

Place – New Delhi

Date – 26th April, 2022

Ms. Preeti Sharma

Signature and name(s) of the guide

 STUDENT’S DECLARATION

I, Priya Garg , hereby declare that the project titled Marketing Mix on Apple Company which
is submitted by me to Faculty of Management and Commerce, sirifort institute of management
studies , rohini , delhi , in partial fulfillment of the requirement for the award of Degree of BBA,
is my original work and has never been submitted elsewhere.

Priya Garg

(Student Name and Signature)

Place – New Delhi

Date – 26th April, 2022

 ACKNOWLEDGEMENT

In this project, I have made an honest and dedicated attempt to make the Project Report so easy
to understand for a person who is willing to get knowledge about the “Marketing Mix of Apple
Company ” I am deeply indebted to my lecturers & my faculties who gave me opportunity of
making project report. I am also thankful to my Project supervisor for their kind support &
suggestion for making project report.

Priya Garg

BBA ( 6th semester )

Enrollmentnumber-02116701719
 EXECUTIVE SUMMARY

Apple Inc is one of the most iconic companies of the recent decade. Apple has not only been
developing and selling great products. More importantly the company has been building an
incredible platform and an ecosystem for its loyal users within which it could further sell apps
and services. The company is not immune to general market trends and some of the product sales
are slowing down either due to markets maturing (e.g. smartphones) or due to a general industry
decline (e.g. music players and computers). Apple has a formidable competition within well
established and well financed companies such as Alphabet, Samsung, Amazon, HP as well as
newcomers from China like Huawei and Xiaomi. Despite strong competition the company
managed to grow and thrive within its industries and enjoys one of the best balance sheets and
financial metrics among its peers.

Apple was founded by Steve Jobs, Steve Wozniak, and Ronald Wayne in April 1976 to develop
and sell Wozniak's Apple I personal computer, though Wayne sold his share back to Jobs and
Wozniak within 12 days. It was incorporated as Apple Computer, Inc., in January 1977, and
sales of its computers, including the Apple II, grew quickly.
 CHAPTER - 1

ABOUT ELECTRONICSINDUSTRY IN INDIA

The Indian electronics industry saw growth in the early years of the 21st century, encouraged
both by government policies and incentives and by international investment. Its key and most
resource-intensive segment, the semiconductor industry benefitted from domestic demand
growing briskly. Semiconductors were required by a large number of industries, including
telecommunications, information technology, industrial machinery and automation, medical
electronics, automobile, engineering, power and solar photovoltaic, defense and aerospace,
consumer electronics, and appliances. As of 2015, however, the skill gap in Indian industry
threatened progress, with 65 to 70 per cent of the market relying on imports.

Statistics and trends of electronic industry in India

 Market-size

India's electronics market, one of the largest in the world in terms of consumption, has grown to
USD 400 billion by 2020 from USD 69.6 billion in 2012, largely led by up-surge in demand,
growing at a projected compound annual growth rate of close to 25% over the period.

In 2013-14, 65% of demand for electronic products was met through imports. According to a
Frost & Sullivan-IESA data analysis, five high priority product categories together account for
60% of the overall electronic consumption. In descending order, these are mobile phones
(38.85%), flat panel display television (7.91%), notebooks (5.54%) and desktops (4.39℅).
India’s appliance and consumer electronics market, which was worth USD 9.7 billion in 2014, is
predicted to grow at a compound annual rate of 13.4%, and reach USD 20.6 billion by 2020.
Within consumer electronics segment, set-top boxes are seen as the fastest growing category,
with Y-o-Y growth predicted to

1
be 28.8℅ between 2014-2020, followed by the television category at 20%, refrigerators at 10%,
washing machines at 8-9% and air-conditioners at around 6-7%.

 Exports and imports

India is a net importer of electronics goods, with the majority of India's imported electronics
coming from China. In 2015, electronics overtook gold and is placed immediately after crude oil
as the second most valued category of imports to the country.

Covid-19 Impact

Furthermore, the Indian electronics industry heavily relies on imports from China. That being the
case, it sources a wide range of electronics raw materials, components, and related goods from
China. In fact, India sources around 75% to 85% of the value of electronic components used in
smartphones and televisions from China. Moreover, if we go by the statistics, the electronic
goods imported from China to India stood at Rs. 1,48,555 crore in 2015-16. Hence, this accounts
for around 55% of India’s total hardware imports. Though, the figure saw a rise of Rs. 2,06,086
crore in 2017-18. Whereas, in 2018-19, the total electronic goods imported from China to India
were Rs 1,59,165 crore.

As a consequence of the coronavirus pandemic, most of the manufacturing units in China are
either closed or working with reduced capacities. Not only this but several Chinese component
makers have hiked prices by 2-3% owing to supply shortages. Conversely, the prices could
further go up if the situation does not come under control. However, there is a positive outlook
with the hope that the effects of the pandemic would ease in the coming time and the
manufacturing units in China would ramp up their production. Hence. this would mean, an
overall positive picture for the Indian electronics industry as well.

2
 Growth Drivers

 India has the 3rdlargest pool of scientists and technicians worldwide.

 India is home to considerable talent for electronic chip design and embedded software.

 National Policy on Electronics 2019 (NPE 2019), proposed by the Ministry of Electronics and
Information Technology (MeitY) envisage placing India as a global hub for Electronics System
Design and Manufacturing (ESDM).

 Additionally, there is increased governmental spending in the sector.

 Also, there is raising incomes and credit availability.

 Moreover, the Electronics sector in India has lower manufacturing costs compared to other
markets.

 Hence, all IT/Electronic products can be freely imported with the exemption of a few defense
related items.

Market Stats

 As a matter of fact, India is one of the largest electronics markets in the world. It is further
anticipated to reach $ 400 billion by 2025.

 Furthermore, the Consumer Electronics and Appliances Industry in India is expected to become
the fifth largest in the world by 2025.

 India is expected to become a $ 28.3 billion consumer electronics industry by 2020.

 Alternatively, the electronic market projected to grow at a CAGR of 17% in 2014-2020.

3
 Accordingly, demand for electronic products and systems is expected to rise to $ 400 billion by
2020

 India’s electronics imports touched a record $ 55.6 billion in FY19.

 On the other hand, 100% Foreign Direct Investment (FDI) is allowed under the Automatic Route
in the ESDM industry.

 Additionally, the gaming market in India to reach $ 801 million by 2022.

ABOUT APPLE TECHNOLOGY COMPANY

Apple Inc. is an American multinational technology company headquartered in Cupertino,

California, that designs, develops, and sells consumer electronics, computer software, and online

4
services. It is considered one of the Big Five companies in the U.S. information
technology industry, along with Amazon, Google, Microsoft, and Facebook .
Its hardware products include the iPhone smartphones, the iPad tablets computer,
the Mac personal computer, the iPod portable media player, the Apple Watch smartwatch,
the Apple TV digital media player, the AirPods wireless earbuds, the AirPods Max headphones,
and the HomePod smart speaker line. Apple's software includes iOS, iPadOS, macOS, watchOS,
and tvOS operating systems, the iTunes media player, the Safari web browser, the Shazam music
identifier, and the iLife and iWork creativity and productivity suites, as well as professional
applications like Final Cut Pro X, Logic Pro, and Xcode. Its online services include the iTunes
Store, the iOS App Store, Mac App Store, Apple Arcade, Apple Music, Apple TV+, Apple
Fitness+, iMessage, and iCloud. Other services include Apple Store, Genius
Bar, AppleCare, Apple Pay, Apple Cash, and Apple Card.

Apple was founded by Steve Jobs, Steve Wozniak, and Ronald Wayne in April 1976 to develop
and sell Wozniak's Apple I personal computer, though Wayne sold his share back to Jobs and
Wozniak within 12 days. It was incorporated as Apple Computer, Inc., in January 1977, and
sales of its computers, including the Apple II, grew quickly.

Jobs and Wozniak hired a staff of computer designers and had a production line starting in Jobs'
garage. Apple went public in 1980 to instant financial success. Over the next few years, Apple

5
shipped new computers featuring innovative graphical user interfaces, such as the original
Macintosh in 1984, and Apple's marketing advertisements for its products received
widespreadcritical acclaim. However, the high price of its products and limited application
library caused problems, as did power struggles between executives.

As the market for personal computers expanded and evolved through the 1990s, Apple lost
considerable market share to the lower-priced duopoly of Microsoft Windows on Intel PC
clones. The board recruited CEO Gil Amelio to what would be a 500-day attempt to rehabilitate
the financially troubled company—reshaping it with layoffs, executive restructuring, and product
focus. He led Apple to buy NeXT in 1997, solving a failed operating system strategy and
bringing Jobs back.

Apple swiftly returned to profitability under the revitalizing "Think different" campaign,
rebuilding Apple's status by launching the iMac and iPod, opening a retail chain of Apple Stores
in 2001, and acquiring numerous companies to broaden the software portfolio. The company was
renamed to Apple Inc. in 2007, reflecting a focus toward consumer electronics, and launched
the iPhone to critical acclaim and financial success. In August 2011, Jobs resigned as CEO due
to health complications, and Tim Cook became the new CEO. Two months later, Jobs died,
marking the end of an era for the company. In June 2019, Jony Ive, Apple's CDO, left the
company to start his own firm but stated he would work with Apple as its primary client.

6
Apple's worldwide annual revenue totaled $274.5 billion for the 2020 fiscal year. Apple is
the world's largest technology company by revenue and since January of 2021, the world's most
valuable company. Apple is the world's 4th-largest PC vendor by unit sales as of January 2021. It
is also the world's fourth-largest smartphone manufacturer. In August 2018, Apple became the
first publicly traded U.S. company to be valued at over $1 trillion and just two years later, in
August 2020 became the first $2 trillion U.S. company. Apple employs 147,000 full-time
employees and maintains 510 retail stores in 25 countries as of 2020. It operates the iTunes
Store, which is the world's largest music retailer. As of January 2020, more than 1.5 billion
Apple products are actively in use worldwide. The company also has a high level of brand
loyalty and is ranked as the world's most valuable brand. However, Apple receives significant
criticism regarding the labor practices of its contractors, its environmental practices and
unethical business practices, including anti-competitive behavior, as well as the origins of
source materials.

7
 PRODUCTS OF APPLE COMPANY

I Phone I Pad

Macintosh Apple Watch

8
Mac Book Home Pod

I Pod Apple TV

9
 SWOT ANALYSIS OF APPLE COMPANY

 STRENGTHS
 Leading Technology Innovator

One of the greatest stunts used by Apple Company is innovation. The potential of Apple
Company to produce its hardware, software, and other products brings the company at
the top of the line.

 Launch of New Products

Due to the advent of several new digital streaming and payment technologies, Apple has
continued to develop its applications. Current applications to be introduced and
enhanced include Apple TV+, iTunes, Apple Card, and Apple music, which is a great
strength to reinvent your product line continuously.

 Brand Reputation

Since the advanced functions and unique design for Apple products, there is no doubt
that Apple deserves to enjoy such high reputation over the world. As reported, it is
ranked as the third most valuable brand in 2020.

 Retail Stores

Apple’s retail stores promise high-quality consumer experience and allow direct
interaction with the professional staff. With such superior consume service, more and
more users would prefer to choose Apple because of its personalized care.

 WEAKNESSES

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 High prices
The biggest weakness of Apple Company has to be its high price. Its top-priced products
become a vulnerability for the company because consumers can easily select products of
comparable quality but at a lower cost.

 Incompatibility with Other Systems

The incompatibility of their operating systems with other devices has made it difficult
for people to switch to iOS-based devices because these devices are not user friendly,
which requires some time to get used to it.

 The Decrease in Market Share

The market share of Apple is also declining, one of the main reasons for which is their
significant dependency on the iPhones and iPad series. It means a decline in the
popularity of these products may harm Apple’s business.

 Defect in Products

Specific versions of Apple's iPod and iPhone had evident flaws, and therefore it
damaged product sales and company’s reputation for superior product results.

 OPPORTUNITIES
 Loyal Customers
Due to its high market share and brand recognition, Apple is experiencing increased
demands for its various devices. People who use apple electronics stay loyal to the brand
by showing interest in the upcoming devices as well.

 Increase in the market of Communication services

The demand for communication devices has experienced substantial growth since 2013.
Thus it will allow Apple to discover new markets that were previously not explored by
the company, such as the commonwealth countries.

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 Growth of Advertisement Market

The Apple-designed iAd advertising program allows advertising on Apple iPhone, iPad,
and iPod touch. The development of the digital advertising market is a possibility for
Apple further.

 Increasing demand for cloud-based services

With the rise in data connectivity and speeds, more and more people are now utilizing
cloud services for their tasks. The market for cloud-based services is growing, and
Apple can extend its range of iCloud services and applications

 THREATS

 Rapid Technological Change

The field of consumer electronics is continually evolving with new technological

advancements every other day. It will be a great challenge for the company to keep up
with the latest trends. So far, Apple has been able to bring some revolutionary products to
the market. Still, recently Apple has not yet announced its new product plan.

 Android OS Growth

One of the significant threats faced by the company is the considerable growth of its
competitors OS, Android. Android’s hegemony reduces iOS’s control to encourage
consumers to join Apple.

 Competitors in The Online Music Market

Online music subscription companies such as Amazon, Wal Mart, and Spotify are a
threat to Apple.

 COVID-19 pandemic

Up to 20% of Apple’s yearly revenue is affected by the COVID-19 outbreak. Revenue is

expected to range from $63 billion to $ 67 billion, but the company was able to achieve
revenue of $57 billion only.

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 MISSION AND VISION STATEMENT OF APPLE COMPANY

Apple’s Corporate Mission Statement

Apple’s corporate mission is “to bring the best personal computing products and support to
students, educators, designers, scientists, engineers, businesspersons and consumers in over
140 countries around the world.” This mission statement considers the changing business
landscape that influences the possibilities of what Apple Inc. can do. For instance, the company
recognizes trends and changes in the consumer electronics market and the industry environment.
Apple’s press releases and official statements point to this corporate mission as a way of
addressing current concerns in the global market.

Apple’s Corporate Vision Statement

Apple Inc.’s corporate vision is “to make the best products on earth, and to leave the world
better than we found it.” It stated, “We aim to create not just the best products in the world,
but the best products for the world.” Apple’s vision statement influences strategic management
in terms of the decisions that the company’s executives make to reach a future of leadership in
the various industries where the business operates. The “best products” term indicates that the
corporate vision sees the technology company as a world leader in product design and
development.

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 COMPETITORS OF APPLE COMPANY

1. Dell

Dell is majorly known as a manufacturer of desk-based and mobile PCs. With regards to
competition, Dell majorly competes with HP, Acer, and Lenovo. It however also competes with
Apple in the market of consumer PCs. Competition between Dell and Apple began when the
former launched a rival product Dell DJ that although brought in significant revenue, it still
didn’t match the standards and success of Apples iPod. With a few years have passed on, these
two companies even compete fiercely with Dell’s XPS line taking Apple head-on in the PC
market.

2. Lenovo

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Lenovo Group is a Chinese company that provides consumer PCs, mobile phones, and consumer
electronics as well as software systems. Although the company enjoyed tremendous success, it
was until it acquired IBM Corporation that Lenovo gained popularity as the world leading PCs
vendor. Today, Lenovo employees over 27,000 employees and has reported an estimated
revenue of $45 billion in the financial year of 2017.

Lenovo is one of the Apple Competitors for all its products – Smartphones, Laptops and Tablets.
Lenovo has an excellent range of laptops and has an in depth product portfolio. Although it lacks
in Marketing and Brand equity.

3. Microsoft

1
You must know that the founder of Microsoft Bill gates put in every effort to ensure that his
company achieves its intended goals, mission and visions. And even though he stepped down
from the company, his plans, and vision for the Microsoft Corp. Have become an incredible
reality. Today 90% of computers both mobile and desk-based utilize Microsoft software. Even
Apples own Mac computers run on Microsoft operating systems. It is unbelievable to say that
this company has achieved so much success over the years registering approximately 90 billion
USD by 2017.

Microsoft is also quite famous in other markets like in entertainment products. These include the
Xbox and Xbox 360 streams that bring in a significant amount of revenue to this multinational
corporation.

Microsoft and Apple have made huge stride through their years. There is stiff competition
between these two brands, especially for the computer, smartphone, and entertainment media
markets.

4. Sony

Sony Corporation is one of the leading electronics companies in the world today. For many years
now, Sony has put in a lot of effort, resources and time to provide its clientele with nothing but
the best of products and services. Its video game consoles, i.e., Sony PlayStation have given
brand Sony a notable dominance over the video game market. Nonetheless, Sony does not only

16
dominate

17
the video game industry, but it is also a leading developer, manufacturer, and supplier of top of
the line consumer electronics.

Through its rich history and notable success, Sony has set its own standards for electronic
devices, instead of imitating other brands. Sony is also a competitor to Apple’s iphone though it
nowhere near the level of Samsung in competition with Apple.

5. Samsung

Brand Samsung has a significant share of the Smartphone market. Samsung smartphones have
revolutionized and impelled imitators in the mobile computing industry. Samsung today is one of
the largest and most profitable companies in Asia and the world in general.

When compared to Apple, Samsung can be the primary competitor to Apple’s Smartphones –
The Iphone. Samsung’s Galaxy series and Note series are both premium series which are the
major reason for dents in Iphone sales. Although Samsung is the go to brand for Smartphones,
the same cannot be said about its laptop. Samsung does not have an equivalent high brand equity
for its laptop segment but due to the residual branding of Smartphone, there is greater awareness
and adoption of Samsung Laptops. When we consider Samsung as one of the top Apple
competitors, we are definitely considering its smartphone as a competitor much above their
laptops.

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6. Toshiba

Toshiba is one the widely recognized brands that provide a wide range of electronics. Their
devices range from personal computers, television sets, and other consumer electronics. Among
these devices, laptops have mainly made brand Toshiba quite popular in the market. This due to
the affordable price range, good quality as well available for accessories and spare parts for
Toshiba laptops.

Toshiba laptops are made to cater for all. There are those targeted for high-end users just as
much as there are consumer friendly units which are way cheaper. Toshiba is rapidly expanding
especially in its laptop niche and will most likely prove to be a formidable computer
manufactures in the years to come.

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 CHAPTER – 2

LITERATURE REVIEW

APPLE PRODUCT GROWTH AND VALUATATION

Apple’s 1997 “Think Different” marketing campaign was one of its most memorable ever.
Billboards and banners featured huge black-and-white portraits of performers, artists, scientists,
and political leaders whose outsider ideas eventually became mainstream. The implicit message
was that Apple’s “insanely great” products were for quirky rebels who would one day dominate
the world. The photo of Steve Jobs on the cover of his posthumous biography would have fit
rightin.

The Apple of today is turning its back on that creative class. Apple no longer designs for creators
of digital media, who tend to be very demanding about product quality. Instead, Apple builds for
consumers—in both senses of the word: people who spend their own money, rather than their
companies’, and people who consume digital media, as opposed to people who produce it.
Focusing on digital consumption has made Apple wildly profitable, but the company’s products
have trended downwards in quality, flexibility, and even reliability.

Apple appears to be suffering from growing pains. The company—which declined to comment
for this article—seems increasingly overwhelmed by the wide range of products and services that
it has created, and is responding (quite logically) by spending significantly less effort on items
that appeal to a shrinking percentage of its customer base—a group that unfortunately includes
digital creators. The danger is that by focusing on consumption, rather than production, Apple
will jeopardize the very essence that first made its products insanely

20
 Apple to expand retail play in India on strong demand

NEW DELHI: After a near-100% growth in sales last year, Apple is looking to expand its retail
presence in India, the push coming at a time when it widens local manufacturing of iPhones in
the country. The expansion will be led by its exclusive retail partners even as the company
finalises work on its self-owned flagship store in
Mumbai. Apple-exclusive retailers say sales have already crossed pre-Covid levels,
and expansion is on the cards. “We will open around seven new stores across north and west
India,” Baljinder Paul Singh, director of Unicorn Infosolutions, told TOI here.

Unicorn is the company’s largest retail partner in India, and currently runs 29 sales stores and 21
service centres. “Business has been strong, and demand for Apple’s products is healthy across
the portfolio of smartphones, MacBooks, iPads and watch,” Singh said.
Research firm IDC said Apple sold nearly 2.8 million units (estimated) iPhones in 2020 at a
growth rate of 93%, despite the market being impacted due to corona restrictions. “Aspiration
21
for Apple

22
brand remains strong, and we expect the company to log in similar numbers in 2021,” Navkendar
Singh, research director at IDC, said.

“Also, disposable incomes were diverted towards trusted luxury products as people were not
travelling, nor eating out, or spending on fuel. Devices such as iPhone11and XR were in great
demand as their prices became very attractive after the company introduced the flagship
iPhone12 series,” Singh added.

Kapil Mendiratta, CEO of Future World retail stores, said the company is planning to expand to
30 stores against 10 stores and six service centres at present. “We want to expand into tier-2 and
- 3 towns.”

The growth is also fuelled by easy purchase plans such as EMI options, cash backs and special
incentive schemes with credit card companies.

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 OBJECTIVES OF STUDY

 To study an identity for marketing mix of Apple Company.

 To study a measure of how often customers interact with products of Apple
Company.
 To study the number of customers who regularly purchase the products.
 To study the percentage of customers who recognize the brand name and
visual symbols such as logo, packaging, colors and products.
 To suggest improvement this should be brought in Apple Company.
 To learn about how successful is Apple Company in implementing their
Products, Prices, Places and Promotions of Marketing Mix.

24
 CHAPTER – 3

RESEARCH METHODOLOGY

RESEARCH DESIGN

A research design is the arrangement of condition for collection and analysis of data in a
manner which may result in an economy in procedure. It stands for advance planning for
collection of the relevant data and the techniques to be used in analysis, keeping in view the
objective of the research availability of time.

In this project, descriptive research is used.

Descriptive research aims to accurately and systematically describe a population, situation or

phenomenon. It can answer what, where, when and how questions, but not why questions. A
descriptive research design can use a wide variety of research methods to investigate one or
more variables.

There are three types of research designs. They are,

➢ Exploratory research design.

➢ Conclusive research design:.

1. Descriptive research design.

2. Causal research design.

➢ Performance monitoring research.

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 DATA COLLECTION METHOD

Secondary Data

Sources through which secondary data for this project report are collected by journals, magazines
and internet.Secondary research includes research material published in research reports and
similar documents. These documents can be made available by public libraries, websites, data
obtained from already filled in surveys etc. Some government and non-government agencies also
store data, that can be used for research purposes and can be retrieved from them.

Secondary research is much more cost-effective than primary research, as it makes use of already
existing data, unlike primary research where data is collected first hand by organizations or
businesses or they can employ a third party to collect data on their behalf.

TOOLS FOR DATA COLLECTION

Data collection tools refer to the devices/instruments used to collect data, such as a . Case
Studies, Checklists, , Observation sometimes, and information available publicly are all tools
used to collect data.

It is important to decide the tools for data collection because research is carried out in different
ways and for different purposes. The objective behind data collection is to capture quality
evidence that allows analysis to lead to the formulation of convincing and credible answers to the
questions that have been posed.

26
 APPLE PRICING DATA ANALYSIS

The iPhone  average selling price (ASP) hit double-digit growth last year, increasing 14% year-on-
year. The popularity of the iPhone 13 was the key driver, helping propel the global smartphone
market as a whole to record annual revenue of $448B.

In 2020, One of the biggest changes to the iPhone lineup this year deals with its segmentation and
pricing. Here’s the full line-up, including the low-end iPhone SE and previous models with
price cuts:

iPhone SE (2020) — $399

 iPhone XR (2018) — $499
 iPhone 11 (2019) — $599
 iPhone 12 Mini (2020) — $729
 iPhone 12 (2020) — $829
 iPhone 12 Pro (2020) — $999
 iPhone 12 Pro Max (2020) — $1099

27
 Apple now has an option at every $100 starting from $400 and ranging up to $1,100,
enabling it to compete against Android devices in the low-to-mid range market without
cannibalizing its pricey, high-end models. The lower-cost options also give Apple strong
products for consumers in emerging markets who might be less inclined to embrace
thousand-dollar phones.

28
REVENUE FROM DIFFERENT PRODUCTS OF APPLE

PERCENTAGE

MAC SALES
IPHONE SALES
IPOD SALES
ITUNES STOREE
IPAD SALES
OTHER

According to this pie chart their 39% of sales is from iphones , 20% from
mac sales ,17% from ipad sales ,13% from ipod sales ,and 5% from itunes
store and 5% from other .which clearly indicates iphones are the biggest
generating sales.

29
 APPLE COMPETITOR’S ANALYSIS
Apple has achieved a huge brand image in the consumer electronic goods industry but we
need to ensure that the demand for Apple iPhones is highest in a few countries only. This is
shown as follows-

The above figure depicts that the market share of Apple in the US and Japan is around 60 %
but in countries like India, it is only 3 %. Further, the competitor analysis of Apple is
performed as follows-

Competitors Revenue (USD) Market capitalization

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Apple 274.52 billion 2473 billion

Huawei 136.7 billion 4.64 billion

Dell 92.15 billion 76.93 billion

Hewlett-Packard Company 26.98 billion 19.8 billion

Samsung 19.8 billion 246.39 billion

LG electronics 56.94 billion 22.38 billion

AsusTek Computer Inc 181.42 8.45 billion

Google 181.6 billion 1891 billion

Lenovo 60 billion 12.53 billion

Sony 85 billion 123.30 Billion

31
 APPLE SOCIAL MEDIA MARKETING ANALYSIS
Social media marketing strategies are used at large scale in the current timesas social media
marketing helps to enlarge social circles and promote awareness about the brand. The social
media marketing strategy of Apple is very strange as the company uses the social media
channels for ensuring customer engagement and the company ensures that all the visual ads
and content are kept simple and engaging. Apple has around 13 million followers on its
Facebook page and 5.6 million followers on its Twitter page but the company has posted
zero tweets and all the posts on Facebook include change to the cover photo.

The LinkedIn profile of Apple also has 13 million followers but zero posts. Social
media encourages comments and voice of everyone on the basis of individual
opinion which Apple wants to avoid. Further, the company has created multiple
accounts according to its product and service segments which is shown as follows-

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This shows that Apple has created multiple accounts which fulfils the narrow and
well defined purpose. However, the company has started introducing its products
to the influencers to get people to talk about its products. The iPhone X released in
2018 also attained huge significance and YouTubers also commented a lot about
the product. The home electronics have gained huge importance in the covid-19
period and Apple is also engaged in promoting its newest products in recent times.
the various social media marketing strategies adopted by the company in 2020 is
shown as follows-

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Thus, it is found that Apple relied heavily on the desktop display ads followed by
the desktop video format. Further, the site spent share on the social media
channels is shown as follows-

34
From the above figure, it is determined that YouTube is one of the major social
media marketing strategies used by Apple to promote its products and services as
it is found that 86 % of the Apple advertisements are posted on YouTube followed
by 6 % of the ads on Twitter. Further, the amount spent by Apple on the promotion
of various new products is shown as follows-

The above figure further shows that Apple has spent a huge sum of money in
recent times to promote its new product launches (Fleishman, 2021).

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 APPLE CONSUMER ANALYSIS

The target customers of Apple mainly include high income group customers and
the business professionals. The main focus of the company is to supply high quality
and innovative products to the customers in the market. The company also focuses
on higher user service experience to ensure higher customer satisfaction. The
customers of the company for iPad, iPod, Mac, and other products mainly include
the high income group students and professionals. The customers of Apple Inc.
also include education institutions, government authorities, enterprises, students
and business professionals. Further, the company also targets the middle to high
income group people for various products and services such as operating system,
iTunes store, Apple TV, etc. However, the large part of the Apple products is still
bought by the males rather than the females which is further shown as follows-

Thus, it is found that the average yearly spending per person is higher among the
males as compared to the females. Also, the average yearly spend on the Apple
products is highest among the old people above the age of 65 years which shows
that old men also buy large quantities of the Apple products. Further, the highest

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percentage of people who buy the Macbook, iPhone, Apple TV, etc. are between
the age of 25 to 34 years. The biggest iPad customers are between the age of 35 to
44 years and above 65 years of age. The largest portion of the Apple watch sales
comes from the people between the age of 25 and 34 years of age. Hence, it is
found that the customers of Apple include people of all ages and each product has
a different target segment (King, 2015).

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 BCG MATRIX OF APPLE
CASH COWS:

There are two products of Apple that fall under the Cash Cow category of BCG
Matrix of Apple, the first being Apple iTunes and the second being Apple
MacBook and iMac’s.

Over the years iTunes, MacBook and iMac’s have attained the position of being a
Cash Cow for the company.

The company has carved a niche for itself and has its own base of loyalists who
prefer Apple products only.

But since the computing industry is slowly becoming portable and mobile, the
need to have laptops and desktops are also decreasing, hence we can add Apple
iMac and MacBooks in Dogs category as well.
STARS:

The business units that represent the star of an organization also share the feature
of having a high market share, but what makes them different from cash cows is
that their respective industry can still expand further.

For Apple, their iPhones are undoubtedly are the Stars for them. With every new
launch of Apple iPhone, the company manages to set new sales records.

Know for its design and technology prowess, Apple iPhones have its own set of
loyalists thanks to which it easily manages to stride off the competition available
in the market.
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Apple iPad and Apple Smartwatch are also regarded as the Stars for the
company and are currently in the transition to become the Cash Cows for the
company.
QUESTION MARK:

Apple TV makes a bit of money, but it’s not reaching its true potential.

If Apple can solve a few ecosystem problems, they could really own the TV space.
There are tons of rumors of an Apple TV product that might just maybe dominate
like the iPod/iPhone/i Pad
DOGS:

Dogs are those products that were perceived to have the potential to grow but
however failed to create magic due to the slow market growth.

Failure to deliver the expected results makes the product a source of loss for the
organization, propelling the management to withdraw future investment in the
venture. Since the product is not expected to bring in any significant capital, future
investment is seen as a wastage of company resources, which could be invested in
a Question mark or Star category instead.

Apple iPods were considered the next big thing when they were introduced in the
market but eventually failed to create a significant impact due to high competition
and low customer demand.

In BCG Matrix of Apple, Apple iPods can easily be placed in the Dogs category.

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40
 LIMITATIONS OF THE STUDY

 Secondary data can be general and vague and may not really help companies of Apple
with decision making.
 The information and data of the Apple companies may not be accurate. The source of the
data must always be checked.
 The data of companies maybe old and out of date.
 The sample used to generate the secondary data may be small.
 The Apple Company publishing the data may not be reputable
 The process of data collection is time-consuming because it may involve observation,
conducting interviews or distributing questionnaires.
 This study is restricted to customer only.

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42
 CHAPTER – 4

ANALYSIS

About Marketing Mix

The marketing mix refers to the set of actions, or tactics, that a company uses to promote its
brand or product in the market. The 4Ps make up a typical marketing mix - Price, Product,
Promotion and Place. However, nowadays, the marketing mix increasingly includes several other
Ps like Packaging, Positioning, People and even Politics as vital mix elements.

 What is the importance of the marketing mix?

All the elements of the marketing mix influence each other. They make up the business
plan for a company and handled right, can give it great success. But handled wrong and
the business could take years to recover. The marketing mix needs a lot of understanding,
market research and consultation with several people, from users to trade to
manufacturing and several others.

 What are the 4Ps of marketing?

1. Price:

Price refers to the value that is put for a product. It depends on costs of
production, segment targeted, ability of the market to pay, supply - demand and a
host of other direct and indirect factors. There can be several types of pricing
strategies, each

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 tied in with an overall business plan. Pricing can also be used a demarcation, to
differentiate and enhance the image of a product.

2. Product:

Product refers to the item actually being sold. The product must deliver a
minimum level of performance; otherwise even the best work on the other
elements of the marketing mix won't do any good.

3. Place:

Place refers to the point of sale. In every industry, catching the eye of the
consumer and making it easy for her to buy it is the main aim of a good
distribution or 'place' strategy. Retailers pay a premium for the right location. In
fact, the mantra of a successful retail business is 'location, location, location'.

4. Promotion:

Promotion this refers to all the activities undertaken to make the product or
service known to the user and trade. This can include advertising, word of mouth,
press reports, incentives, commissions and awards to the trade. It can also include
consumer schemes, direct marketing, contests and prizes.

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 Apple Marketing Mix (4Ps) Strategy

Marketing Mix of Apple analyses the brand/company which covers 4Ps (Product, Price, Place,
Promotion) and explains the Apple marketing strategy. There are several marketing strategies
like product/service innovation, marketing investment, customer experience etc. which have
helped the brand grow.

Marketing strategy helps companies achieve business goals & objectives, and marketing mix
(4Ps) is the widely used framework to define the strategies. This article elaborates the product,
pricing, advertising & distribution strategies used by Apple.

Apple Product Strategy:

The product strategy and mix in Apple marketing strategy can be explained as follows:

Apple Inc is known for its innovation in the world. It has always come up with new products that
amazed the whole world. Some of its popular products in the marketing mix of Apple explain its
product strategy as below:-

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1. Mac: - Macintosh – generally branded as Mac, one of the premier products of Apple Inc and
the utmost reason for the existence of the company. It was introduced by Steve job in Jan 1984.
It was the first personal computer made for mass that had mouse and graphical user interface. It
has come up with newer versions which are still famous among the people of United States of
America. Some of the models that are currently present in the market are: Mac Pro, iMac,
MacBook Air, MacBook Pro, MacBook

2. Iphone: - Apple Inc was the first company to introduce smart phones that had multiple touch
i.e. iphone. It was basically a combination of a smart phone and ipod. It has many version with
the latest one as iphone 7 and iphone 7 plus.

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3. IPod: - A unique kind of portable digital music player. Various variations have come up in the
market as iPod Nano, iPod touch, iPod shuffle and many more.

4. Apple watch: - Watch where you can keep a track of your fitness schedules.

Apple Price/Pricing Strategy:

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Apple Inc products are premium products and they do not target all the sections of the society.

Being a market leader in its segment, the marketing mix pricing strategy of Apple is that of a
market leader. However, competition also influences its pricing. Apple is always know for its
innovation and innovation comes up with cost. So, they follow premium pricing policy in order
to delight their customers. Most of its products such as Mac book, iphone, iPad are all comes
under premium products category. Apple products are costly and are also considered as a status
symbol. It is always argued that why these products are so costly. One of the reasons for it is the
technology that is being used in the products. Once you get addicted with these products, you
won’t think about other brands.

Apple Place & Distribution Strategy:

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Following is the distribution strategy of Apple:

Apple adopts an aggressive strategy in reaching out to premium customers. There are various
channels that are being used by Apple Inc to target the end consumers. Apple came up with the
idea of opening its own outlets i.e. Apple stores where it could sell its products. They also
brought the concept of trade partners. They collaborate with such trade partners to maintain the
distribution channel. They have firm believe that keeping lesser number of trade partners can
increase the efficiency of distribution channel. These products are then sending to authorized
retailers for apple products. These are premium retailers who are given targets as set by the
company. Another channel of selling is through online portals. Most e-commerce portals have
apple products and it is one biggest point of sale for apple. One of the differentiator factors for
apple is that they have lots of staff in the apple stores because of its complexity.

Apple Promotion & Advertising Strategy:

The promotional and advertising strategy in the Apple marketing strategy is as follows:

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Apple Inc targets specific segment of people. So during promotional activities, its main focus is
on its products and the differentiating factors that make its unique from the competitors. The
promotional strategy in the marketing mix of Apple focuses on aggressive advertising using
various channels like TV, print media, online ads, billboards etc. If we closely see the ads that
Apple has come up with, it has always tried to focus on how different it is from the competitors.
It has always believed that ads should be simple and gets connected to the heart of the people.
These ads are to the point and no irrelevant information. These ads will came during any one of
the product launch and will run for a very long time. Apple Inc hardly comes with any sales
offers or gives discounts to any other people except students. Hence, this summarizes the
marketing mix of Apple.

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 CHAPTER – 5

FINDINGS OF STUDY

The purpose of the study was to measure the marketing mix and understand the product, price,
place and promotion of Apple Company.
 As a brand of Apple was doing great initially in the market but recently lost its way to gain
bigger market share because of so many competitors coming up over the years.
 According to the study, Apple has gained the trust of huge portion of the consumers.
 Almost everyone commented the first word that comes to their mind on Apple Company
products that the quality of product was good.
 It is found that majority of the people selected Apple products as their first choices because of
quality criteria and features.
 But according to the current market share of Apple Company is high.
 It is noted that people are continuously buying Apple product from last 12 months.
 Most of the people are willing to accept new varieties of Apple products.
 About half of the people came to know about Apple Company products from family because at
the moment the promotional activities of Apple Company like television, billboards ads are off
at the moment word-of-mouth is effectively in retaining many customers and also attracting
new customer as well.
 But in taking decision of buying homecare products half of them are influenced by themselves.
Because now a day’s most people have their own favorites and priorities.

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 CONCLUSION

Completing this research really helped me to discover and comprehend the shortcomings that
could help Apple Company in making better marketing decisions in order to resolve it.

Apple Company has a long development history. And with the long-term growth, it has achieved
a certain successful development.

The main conclusion that can be drawn is we found to be the most interesting about Apple is
usually the first company to come out with a new product line before anyone else. This is very
risky but it seems to be working to Apple advantage. This shows that taking risks can sometimes
make and Apple has great potential and has a lot to improve.

To conclude Apple Company must help to satisfy the needs and wants of customers in order to
sustain and grow in the long run by winning their hearts and minds.

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 CHAPTER - 6

SUGGESTIONS

Apple Company should restart promotional activities by setting an optimum promotional

budget.
They should increase their marketing on television radio print advertisements billboards.
Apple brand association should be improved so that people can easily identify their
products. Apple logo should be highlighted in the promotional activities.
Stop producing the products that are not doing well in the market.
They should take necessary actions to solve the issues and meet the demands of customers
through market research.
More communication should be increased between the corporate staff and factory staff.
There should be more transparency and understanding among the corporate employee’s
factory employees and top management.
It should take proper feedback of customer. So if there is any improvement in the product
they can improve it.

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 BIBLIOGRAPHY

 www.google.com
 https://en.m.wikipedia.org
 www.apple.com
 www.investopedia.com
 https://betterbests.weebly.com
 www.marketing91.com
 https://fourweekmba.com
 https://www.business.rutgers.edu

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