A RESEARCH REPORT

ON

TOPIC

MARKETING MIX AND MARKETING STRATEGY OF APPLE IN

USA AND INDIA

SUBMITTED BY
URVASHI SONI
RollNo.502907620020
Enrollment No.BJ7924
In Partial Fulfillment for the Award of the Degree Of
MASTER OF BUSINESS ADMINISTRATION
OF
CHHATTISGARH SWAMI VIVEKANAND TECHNICAL UNIVERSITY,
BHILAI (C.G.)

UNDER THE GUIDANCE OF

DR.ANJANEYA SHARMA
Professor & Head
Department Of Management
RSR RCET, BHILAI.

RSR RUNGTA COLLEGE OF ENGINEERING & TECHNOLOGY

BHILAI (C.G.)
SEPTEMBER, 2022
 DECLARATION
This is to declare that project report entitled “MARKETING MIX AND MARKETING
STRATEGY OF APPLE IN USA AND INDIA” which is submitted by me in partial fulfillment
of the requirement for the award of degree of Master of Business Administration of
Chhattisgarh Swami Vivekanand Technical University, Bhilai contains only my
original work and due acknowledgement has been made in the text to all other material
used. This project work has not been submitted to any university for the same.

Date: - [URVASHI SONI]

Roll-No.: 502907620020

Enrollment-No.:BJ7924
 CERTIFICATE

This is to certify that [URVASHI SONI ] is a student of MBA 4th Semester Roll No.
[502907620020 ] Enrollment No. [ BJ7924 ]of this college and She has undertaken a
project work entitled “ [project title] ” in partial requirement of Master of Business
Administration Chhattisgarh Swami Vivekanand Technical University, Bhilai under my
guidance. This is to confirm that the project work has not been submitted to any other
university or college for this purpose before.

External Examiner Internal Examiner

Approved by:

Dr. Anjaneya Sharma

Professor and Head
Department of Management
RSR RCET, Bhilai
 ACKNOWLEDGEMENT
I take the opportunity to express my gratitude to all respondents who in some
or other way helped me to accomplish this challenging project in APPLE. No
amount of written expression is sufficient to show my deepest sense of gratitude
to them.

I am extremely thankful and pay my gratitude to Dr.Pankaj Agrawal, Principal,

RSR. I am grateful to Dr .Anjaneya Sharma, Professor and Head, Department of
Management and my research guide [ Name of Research Guide] for their
valuable guidance and support on completion of this project in its present shape.

I am very thankful to [IMRAN] for their everlasting support and guidance and
support. A special appreciative “Thank you” to all staff of [APPLE STORE
BHILAI ] for their kind support.

I also acknowledge with a deep sense of reverence, my gratitude towards my

parents and members of my family, who has always supported me morally as
well as economically. Finally, my gratitude goes to all of my friends who
directly or indirectly helped me to complete this project report.

URVASHI SONI
 TABLE OF CONTENTS

 EXECUTIVE SUMMARY
 INTRODUCTION
 COMPANY PROFILE
 AN INSIGHT
 RESEARCH METHODOLOGY
 DATA ANALYSIS
 RESULTS AND FINDINGS
 CONCLUSION
 BIBLOGRAPHY
EXECUTIVE SUMMARY

Apple Inc. is Associate in Nursing American International Corporation that styles and
manufactures client electronics, laptop code, and private computers. The company's known
hardware product embody Macintosh computers, the iPod, the iPhone and therefore the I
Pad. Apple code includes the raincoat IOS operative system; the iTunes media browser; the I
Life suite of transmission and creativeness software; the iWork suite of productivity software;
Aperture, knowledgeable photography package; pic Studio, a collection of skilled audio and
film-industry code products; and Logic Studio, a collection of audio tools.

Steve Jobs had distinctive and effective insights regarding however individuals need to move
with technology. Jobs used a quote originally attributed to Ford to explain why these insights
were therefore important:

“If I had asked individuals what they needed, they might have a foresaid quicker horses”—

illustrating the matter that customers is also restricted to thinking solely in terms of what
they grasp, rather than what's attainable. Therefore Jobs and colleagues considered the client
expertise additional deeply than the client might.

Jobs once a fore said,

“One of the keys to Apple is that we have a tendency to build product that actually flip
United States on.” However, at the core, Apple has worked out a way to attract and retain
clients, to get a massive quantity of word of mouth and complete attractiveness, and to
make a business model, channel structure, and trench that provides it a strong competitive
advantage.

Lucky for patrons, this typically means that product area unit precisely what they require as
a result of Apple workers area unit therefore deeply entrenched in and committed to the
customer’s expertise.

The purpose of this report is to tell Apple executives why it's be important to expand their
technology in Indonesia that’s continued to advance with company businesses. Indonesians
area unit familiar to be personal and committed to the organization, therefore building a
robust relationship that may last for several years. Apple is regarding serving to and
specializing in the patron desires and desires once it involves technology on a world level;
so, departure a bearing that may modification the lifetime of others round the world on
however they move with each other. moreover, Apple provides chance to attach with
alternative people on a social media level, that is unendingly ever-changing in technological
world. Therefore, it'd be important for Apple to expand their organization in Indonesia with
the high demands for a robust foundation that may leave a positive influence on the
economy. Throughout the report, every part reflects direction on a way to overcome the
hurdles at hand and the way Apple will profit increasing their business in Indonesia. The
appendices give graphics on personal assessment for inclusivity whereas distinctive
international diversity in Indonesia. In conjunction, the cultural orientation form and profile
provides insight to however the country functions as whole and why Apple might profit
implementing their organization there.

More over, the cultural informing Associate in Nursing cultural interview permits Apple to
en vision a way to move with Indonesians and the way the corporate will leave Associate
in Nursing instrumental impact on the culture and still thrive as an enterprise. Throughout
this report, I gain information on what proportion of a bearing Apple has left on a world
level for entrepreneurs, and the way they still overcome hurdles to be ready to bit the
lives of others despite wherever they board the planet. Apple can still influence
organizations like tiny businesses, instructional systems and huge firms. In conjunction,
Apple embraces the requirement to be environmentally friendly and to still supply truthful
edges to their employees members building an extended lasting relationship being that
they're looked upon as family. Apple can still lead by innovation departure a long impact
on those who wish to affix their vision on a way to modification the planet to be a more
robust place. Therefore, this report exemplifies the requirement for Apple to transition their
organization into increasing into Indonesia, therefore continued to influence the requirement
to own their product throughout the society. yet, Apple includes a positive result despite
they're within the world; for those reasons, Apple would profit increasing their business in
a many country that embraces their technology and understands the importance of building
long lasting relationship with customers and organizations.
COMPANY‘S PROFILE

It had been incorporated as Apple laptop, Inc. on January 03, 1977, and was renamed as Apple.

The history of everyone’s favorite start-up may be a technical school fairytale of 1 garage, 3 friends and
extremely humble beginnings. However we’re obtaining before ourselves… The two Staves – Jobs and
Wozniak – could are Apple’s most visible founders, however wherever it not for his or her friend Ronald
Wayne there can be no iPhone, iPad or iMac these days. Jobs convinced him to require 100% of the

corporate stock Associate in Nursing act as an arbiter ought to he and Woz come back to blows, however
Wayne backed out twelve days later, marketing a holding that these days would be value 6,120 for simply
42,500 The foundation of Apple: The inspiration for the name The name was to cause Apple issues in
later years because it came uncomfortably near the Beatles’ publisher, Apple Corps, however its genesis
was innocent enough. talking to computer memory unit magazine in Dec 1984,Woz attributable Jobs with
the thought. ‘He was engaging from time to time within the orchards up in American state. I believed that
it would be as a result of there have been apples within the garden or even simply its fructarian nature.
perhaps the word simply happened to occur to him. In any case, we tend to each tried to return up with
higher names however neither one amongst North American nation may think about something higher
when Apple was mentioned.’ The foundation of Apple: marketing the Apple I Was designed every laptop
by hand, and though he’d wished to sell them for tiny quite the {price} of their components – at a price at
that might recoup their outlay if they shipped fifty units – Jobs had larger ideas. He priced the Apple I at
54,169, and inked a trot out the computer memory unit look in Mountain read therefore offer it with fifty
computers at 42,500 every. computer memory unit look was going out on a limb: the Apple I didn’t exist
in any nice variety, and also the emerging Apple laptop INC didn’t have the resources to fulfil the order.
Neither may it get them. Atari, wherever Jobs worked, wished money for any parts it sold him, a bank
turned him down for a loan, and though he had a proposal of 4,25,000 from a friend’s father, it wasn’t
enough. In the end, it had been computer memory unit Shop’s commercial document that sealed the deal.
Jobs took it to Cramer natural philosophy and, as music director Isaacson explains in Steve Jobs: The
Exclusive life history, he convinced Cramer’s manager to decision Paul Terrell, owner of computer
memory unit look, to verify the order.
MARKETING MIX OF APPLE

Product
 Portable Computers – together with mac into product like mac into sh Book professional, iMac, Mac
Book Air, Mac Mini, Xserve

 Servers – together with Xserve, Xsan, MacOS X Ser, MobleMe.

 Accessories – together with Magic Mouse, Keyboard, semiconductor diode Cinema show.

 Wi-fi primarily based Stations – together with field categorical, field Extreme, container.

 Developer – together with Developer affiliation, mac into sh Program, iPhone Program.

 iPod – together with iPod Shuffle, iPod Nano, ipod Classic.

 iPhone – together with iPhone3GS, iPhone14, iphone 14 pro max, iPad.

 iTunes – together with movies, TV shows, audio books, games.

 Periphal product – together with Printers, Storage devices, digital videos and cameras.
Price

 Apple may be a premium complete pc that doesn't conceive to contend on value. the corporate has
reduced costsonce some initial product launches. It uses skimming and premium evaluation ways.

 The Apple iPad is priced at a minimum of 25,000

 The Apple iPhone prices begin at 38,990

 The Apple iPod Classic is priced beginning at 21,165

 The Apple iPod Nano prices 12,665.

 The Apple raincoat Book prices 84,915.

 The Apple Mac Book professional is priced at 1,01,915.

 The Apple Quick time professional for Windows prices 2,549.15

 Apples iPad evaluation strategy includes the flexibleness to lower the costs if client response dictates
such action. this might be in keeping with the same 17,000 cut on the iPhone in 2007.

 In 2009 Apple proclaimed a reduced price evaluation structure for iTunes – songs can price sixty nine
cents, ninety nine cents or 109.65 He same the “vast majority” of the songs can price sixty nine cents.
Changes are same to be a response to a slower pace of music downloads.
Place

 Apple, INC Headquarters are set at is found at one Infinite Loop, Cupertino, California.

 The Apple Consultants Network includes freelances killed service suppliers and technology
consulting companies that concentrate on Apple and third-party solutions. Certified on Apple
technologies, these suppliers deliver on-the-scene technology services and support to home users
and businesses of all sizes.

 Apple service suppliers are certified technicians, WHO complete regular Apple coaching and
assessments, and provide repair services, and exclusive access to real Apple components.

 They are set in Asia/Pacific, Africa, the center East Europe and Latin America.

 Apple has over two hundred retail stores worldwide together with the USA, Great Britain and
Canada. Apple recently opened a replacement mercantile establishment in Shanghai China.

 Apple planning to set up new production plant in India Apple started assembling iPhones in India
with its budget iPhone SE in 2017. while the iPhone SE and iPhone 12 are manufactured at the
Wistron facility in Karnataka
 Promotion

 Apple, INC offers special discounts on refurbished Mac Into sh computers, iPod Nanos, and therefore
the 8GB iPod bit. In every case a one year assurance is enclosed on the all product.

 Apple, INC licensed coaching Centers are set throughout the U.S. every provides instruction in raincoat
systems, Mac IOS, and Apple’s skilled applications. a good vary of certification exams and courses
provide innovative learning opportunities for IT and inventive professionals, educators, and repair
technicians—delivered solely by Apple Certified Trainers.

 The Apple Consultants Network web site provides a quest tool permitting guests to find near certified
mac into sh product consultants within the U.S, Canada, and variety of international locations.

 The on-line Apple Store offers free shipping for orders over 4,250

 The on-line Apple store offers iTunes gift cards.

 Apple provides a 8,500 rebate after you purchase a raincoat or specific printers from the net store.

 Apple has prepacked back-to-school offers, together with some geared toward faculty students , People

 TIM COOK. is that the Chief officer of the chief Board at Apple, Inc

 A Non govt Board administrators embody William V. Campbell, Millard S. Drexler, prince consort
Gore, And Area psychologist and Author D. Levinson.

 Key Senior Management team members embody Timothy

Some certified Apple service suppliers provide further services on the far side repairs and components like
information transfer, information recovery, upgrade services, and onsite preparation and installation.

Every mac into sh, iPod, iPhone, and show comes with complimentary telephone technical support for
ninety days once your purchase and a annual restricted guarantee. The Apple Care Protection set up
extends your service coverage and offers you one-stop service and support from Apple specialists.

The Apple Care skilled Video Support provides you direct access to Apple’s skilled Video Technical
Support team via telephone and email twelve hours daily, seven days per week.
RESEARCH METHODOLOGY

In application of analysis marketing research, the research should under go many steps or stages and these
steps area unit following:

Step 1: defining the problem defining the problem is the most vital part of the research method, as a result
of wrong definition misdirects analysis. the kind of analysis to be distributed, the question to be raised, and
therefore the sampling procedure to be followed and therefore the information to be collected, all depends
on this understanding of the matter Apple has negligible competition within the I pod market with different
players. There area unit several factors that influences the client for getting the PVP or a portable
computer. one amongst these factors is name. a significant step within the conductivity of analysis
marketing research research is that the call concerning the character of research style we have a tendency to
area unit choosing for the aim of our study. the advantages of analysis style area unit that it evaluates
shoppers want in terms of results and therefore the analytical work on the gathered information that may
convert it to helpful findings for the management. the choice of a selected style depends on the relation of
the variables concerned.(Since I don’t wish to calculate any relation between any variables so descriptive
analysis is preferable) For the aim of my study I shall take up descriptive style .This covers analysis style
that area unit supposed to supply correct description of variables relevant to the choice being Janus-faced,
while not demonstrating that some relationship exist between variables. Head fairly often select or area unit
willing to simply accept descriptive information, which might allow solely inferences to be drawn
regarding exploit Here i'm victimisation cross-sectional style to supply an image of the phenomena within
which the choice maker is interested as an example, the market share of assorted companies, client
preferences concern ingnumerous Apple providing etc.
Step 2: Develop the analysis set up. The second stage of selling analysis needs developing for the most
economic all set up for gathering the required data. coming up with the analysis set up needs call on the
information sources, analysis approaches, analysis instruments, Sampling set up, and different contact
strategies.

Research style

Primary information will be collected in 5 ways:

Observation

Focus teams

Surveys

Behavioral information

Experiments

Observation analysis

Fresh information will be gathered by, perceptive the relevant actors and setting.

Focus teams

A Focus cluster may be a gathering of six to 10 people that area unit invited to paya couple of hours with as
killed moderator to debate a product, service, organization, or different selling entity. The moderator must
be adjective, knowledgeable on the problem and masterly in-group dynamics. Participants area unit
ordinarily paid a little add for attending. The meeting is usuallycommand in pleasant encompassing and
refreshments area unit served.

Survey analysis

Surveys area unit best fitted to descriptive analysis. firms undertake surveys to find out regarding
individuals information, beliefs, preferences and satisfaction, and to live these magnitude normally
population

Data Sources:

The scientist will gather secondary information, primary information, or both. Secondary information area
unit information that were collected for different purpose and exist already some-where. Primary
information is gathered for specific purpose or for a selected scientific research.When the required
information don't exist or area unit out-dated, inaccurate, incomplete or unreliable, the scientis tought to
collect primary information. Most market research project involve some primary information assortment.
 Data and findings

MARKETING STRATEGY IN USA

 RETAIL STORE-265

 MARKET SHARE IN USA-42%

 ITS SELLS ITS PRODUCT IN US ON CONTRACT BASIS THROUGH AT&T,VIZCON WIRELESS

 APPLE PROVDES BEST MOBILE,COMPUTERS,TABLETS IN THE WORLD THEREFORE

APPLE FOLLOWS A POLICY OF HIGH PROFIT MARGIN AND SETS ITS PRODUCT ON
HIGHER PRICE

 IT ALMOST SPEND A NEGLIGIBLE AMOUNT ON MARKETING SINCE ITS PRODUCT

POPULARITY FORCES TELECOM COMPANYS TO PROMOTE ITS PRODUCT FOR THEIR
OWN BENEFIT
 MARKETING STRATEGY IN INDIA

 THERE IS NO AUTHORISED RITAILER IN INDIA

 APPLE SELLS ITS PRODUCT THROUGH ITS DISTRIBUTON PARTNERS LIKE

REDINGTON,INGRAM MICRO

 SINCE ITS PRODUCT ARE PRICED TOO HIGH IT IS NOT WELL ESTABLISHED IN
EMERGING MARKETS LIKE INDIA

 HERE,UNLIKE USA CONSUMER PURCHASING POWER IS LOW S0 MAXIMUM MOBILE

HANDSETS SELL BETWEEN 4000 TO 15000

 PRESNTLY COMPANY IN INDIA IS FOCUSING MORE ON IPHONE 4S (LOWEST HANDSET

OF APPLE )TO SET UP A STRONG BASE IN INDIA BECAUSE PEOPLE IN INDIA ARE HAPPY
WITH ITS BRAND VALUE SINCE IT SERVE THEM AS STAUS SYMBOL.

 UNLIKE USA ,THERE IS NO CONTRACT BASIS OF SELLING OF IPHONE ‘S IN INDIA SINCE

THERE IS VERY LOW CREDEBILITY OF CONSUMER.

 APPLE OFFERS ITS PRODUCT ON VARIOUS EMI’S SCHEME,DIFFERENT COMBINATION OF

DATA PLANS ETC.
 CONCLUSION

It has been observed that the company has maintained strong sales and developing new markets and also
adding the value of the brand with more features and third party software’s available for the users. Although
with lot of technical limitations the company has experienced good sales with the help of strategic partners
and intensive advertising. The company is spending lot of money on all the channels of promotional mix,
however the company should give more emphasis on website advertising to reduce the costs. The company
is well known for innovative ideas and thereby inspiring others to develop innovative ideas along with their
service to the society by following CSR approaches. The last section of the report present the
recommendations which can be utilized by the managers for effective marketing of iPhone in India and
USA.
BIBLIOGRAPHY

WEBSITES

 WWW.WRITEPASS.COM

 WWW.SCRUBD.COM

 WWW.MARKETINGTEACHER.COM

 WWW.ACADEMIA.EDUWILLIAM BOOKS

 MARKETING MANAGEMENT BY KOTLER,KELLY

 BASIC MARKETING-STRATEGIES BY WILLIAM

PEREAULT MAGAZINES

 B2B MARKETING

 MARKETING TODAY