A PROJECT REPORT

ON
THE STUDY OF WEB ANALYTICS OF INNO8 MEDIA AT APPARATUS
SOLUTION
SUBMITTED TO
SAVITRIBAI PHULE PUNE UNIVERSITY
IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE
AWARD OF 
MASTER OF BUSINESS ADMINISTRATION

Submitted By
Prashant Raut
Under the guidance of
Prof. Manisha Shinde

Sinhgad Institute of Management, Pune

2021-2023

1
 CERTIFICATE

This is to certify that the Project Report entitled THE STUDY OF WEB ANALYTICS ON
INNOV8 MEDIA AT APPARATUS SOLUTION which is being submitted herewith for the
award of the degree of Master of Business Administration of University of Pune, Pune is the
result of the original research work completed by Mr. Prashant Shivaji Raut under my
supervision and guidance and to the best of my knowledge and belief the work embodied in this
Project Report has not formed. Earlier the basis for the award of any degree or similar title of this
or any other University or examining body.

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 Apparatus Solutions

Date: - 23-11-2022

TO WHOMSOEVER IT MAY CONCERN

This is to certify that Mr. Prashant Shivaji Raut a student of Sinhgad Institute of
Management and Computer Applications Pune have undergone training & completed a
project on Web Analytics on Innov8 Media in Business Analytics Pune Region.

He has carried out this project for at your base Business Analytics Dept From 01st September
2022 to 09th December 2022 under my supervision & Guidance.

In the span of project duration his candidature was found to be very sincere & hardworking.

We wish him a bright future.

Apparatus Solutions

Rishabh Giri
Operations Manager

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Place: Pune Project Guide

Prof. Manisha Shinde

Date:

DECLARATION

I, the undersigned, hereby declare that the Project Report entitled “THE STUDY OF WEB
ANALYTICS ON INNO8 MEDIA AT APPARATUS SOLUTION” written and submitted by
me to the University of Pune, Pune in partial fulfillment of the requirements for the award of
degree of Master of Business Administration under the guidance of Prof. Manisha Shinde is
my original work and the conclusions drawn therein are based on the material collected by
myself.

4
Place: Pune Prashant Raut

Date: Research Student

ACKNOWLEDGMENT

I take this opportunity as privilege to express my deep sense of gratitude to Professor Manisha
Shinade , Honorable Founder President, Dr. (Mrs.) S. M. Navale, Secretary, The Sinhgad
Technical Education Society, Pune, Dr. Daniel Penkar, Director and Dr. Shivaji U. Gawade,
Head Research, the Sinhgad Institute of Management, Pune for their continuous encouragement,
invaluable guidance and help for completing the present research work. They have been a source
of inspiration to me and I am indebted to them for initiating me in the field of research.

I am deeply indebted to Professor Manisha Shinde, my research guide, the Sinhgad Institute of
Management and Computer Application, Pune without his help completion of the project was
highly impossible.

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I wish to express a special thanks to all teaching and non-teaching staff members, the Sinhgad
Institute of Management, Pune for their forever support. Their encouragement and valuable
guidance are gratefully acknowledged. I would like to acknowledge all my family members,
relatives and friends for their help and encouragement.

Place: Pune Prashant Raut

Date: MBA-II(Business
Analytics)

Index

Chapter Particulars Page No

No.
1 Introduction to Study 7-10

2 Profile of the Organization 11-18

3 Review Of Literature 19-21

4 Research Methodology 22-28

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5 Data Analysis And Interpretation 29-39

6 Findings & Suggestions 40-42

Bibliography 43

List Of Tables

Sr.No. Table Name Page No.

1 iPhone Revenue by Year 31
2 iPhone Sales by Year 32
3 iPhone Sales by Region 33

List Of Graph

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Sr. No. Graph Name Page No.
1 Demand For iPhone in India 34
2 Number Of Smartphones 35
Sold

CHAPTER 1

INTRODUCTION TO STUDY
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1.1 Introduction
In present context, communication has taken a sharp turn with the advent of revolutionary
offerings such as the likes of smart phones in the market place. Telecom industry is one of the
fastest growing sectors in relation to Indian economy. There are numerous players that are
operating in the market which includes the new ones as well as those market players who have
been operating in Indian market for some years now. Examples of various players that have
entered recently in this market segment includes Asus,lenovo,huawei,Itel,Realme,Gionee and
others whereas examples of players already operating in the market include
Samsung,OnePlus,OPPO,Vivo,Xiaomi(Redmi) and others. Indian market has a clear
differentiation line between hi core providers and growing brands. It is also to be acknowledged
that Indian players are not just operative in Indian markets but also across the global markets as
well. Overall the telecom industry in India commands almost 15% of market share of the overall
market presented by the Indian economy. This particular research study renders a comprehensive

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insight into the area of Smartphone market in relation to their potential in Indian economy. The
research attempts to render an integrative view of this market segment. The research further goes
on to assess various market leaders, their offerings as well as their strategies that they have
formulated and implemented in the market place. There are various factors that come into play in
such kind of condition that include buyer buying behaviour and preferences, market share,
innovations and obviously level of product development and others to be mentioned in this case.
The research study further studies various kinds of comprehensive strategies that are being
deployed by various players operating in the market place. This will help in detailing various
factors that either promote or deter growth of various players in case of Smartphone as well. It is
evident that smart phone industry has experienced boom in recent times. Just after their
introduction in Indian market, they went on to become market leaders. These smart phones ender
unique experience to users owing to multiple features such as ease of use, light weight, high
resolution display, access to emails and various other activities can be performed through single
device. All these features added on to the user experience as well.

In general Indian buyers have been quite high on being price sensitive but in present
times this has changed slightly owing to high disposable income and better standard of living. It
is obvious that consumer is the king and thereby marketers have to consider a lot of factors
which are apart from generally accepted 4 Ps of marketing. It is important to have a properly
designed and execute strategy in place as well to ensure that offerings that are being offered gain
consumer attention. It is important to consider variety of factors such as situation analysis,
marketing tactics, marketing budget, operations and most importantly timeline as well. It is also
a fact that urban market in India is growing and this market is a mature market in relation to
featured phones and thereby this particular market is highly lucrative for various players that
offer smart phones. Various smart phones manufacturing companies need to have in place a very
strong value proposition so that they can lure the potential segment towards their respective
offerings present in the market place. Also with the emergence of open source operating systems,
there has been a drastic shift towards collaborative ecosystems which will also play its part in the
market place.

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1.2 Objectives

 To study the progress of Apple iPhones competing with the Indian market.

 To study the opportunities and threats that Apple has in the Indian market.

 To study Apple’s marketing strategies on the Indian smartphone market for their iPhones.

1.3 Scope
The scope of the study includes the strengths, weaknesses, opportunities, and threats Apple
Inc. has in the international markets with the reference to the Indian market. Finally, the study is
limited to the applicability of the findings to companies manufacturing and marketing similar
products as Apple Inc. does, and the extent to which such companies are involved in the

11
international business. This study gives information about the Indian smartphone market and
involvement of Apple iPhone in it.

1.4 Limitations

 This study is limited to only iPhone product and not other products of Apple.Inc

 This study gives information about only Marketing strategies of iPhones.

 This study is limited to the Indian market only.

CHAPTER 2

PROFILE OF ORGANIZATION

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2.1 Founders

13
 Overhead view of Apple Park in Cupertino, California

Founded

April 1, 1976; 45 years ago

Founders

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Steve Jobs

Steve Wozniak

Ronald Wayne

Board of Directors

As of October 26, 2019 the following individuals sit on the board of Apple Inc. [662]

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  Arthur D. Levinson (chairman)

 Tim Cook (executive director and CEO)

 James A. Bell (non-executive director)

 Al Gore (non-executive director)

 Andrea Jung (non-executive director)

 Ronald Sugar (non-executive director)

 Susan Wagner (non-executive director)

 Headquarters

1 Apple Park Way Cupertino, California, U.S.

 Number of locations

516 retail stores (2021)

 Area served

Worldwide

2.2 Products

1. Apple TV 2. Apple Watch

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 3. HomePod 4. iMac

5. iPad 6. iPhone

7. AirPods 8. Apple Pencil

9. EarPods 10. Magic Keyboard

11. Magic Trackpad 12. MagSafe Charger

13. App Store 14. Apple Music

15. Apple News+ 16. Apple TV+

17. Final Cut Pro X 18. iCloud

19. iMessage 20. iMovie

21. Photos 22. Safari

23. iOS 24. macOS

2.3 History in Brief

Apple Inc. is an American multinational technology company that specializes in
consumer electronics, computer software and online services. Apple is the largest information

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technology company by revenue (totaling $274.5 billion in 2020) and, since January 2021, the
world's most valuable company. As of 2021, Apple is the fourth-largest PC vendor by unit sales
and fourth-largest Smartphone manufacturer. It is one of the Big Five American information
technology companies, alongside Amazon, Alphabet (Google), Meta (Facebook), and Microsoft.

Apple was founded in 1976 by Steve Jobs, Steve Wozniak and Ronald Wayne to develop
and sell Wozniak's Apple I personal computer. It was incorporated by Jobs and Wozniak as
Apple Computer, Inc. in 1977, and sales of its computers, among them the Apple II, grew
quickly. It went public in 1980, to instant financial success. Over the next few years, Apple
shipped new computers featuring innovative graphical user interfaces, such as the original
Macintosh, announced in a critically acclaimed advertisement, "1984", directed by Ridley Scott.
The high cost of its products and limited application library caused problems, as did power
struggles between executives. In 1985, Wozniak departed Apple amicably, while Jobs resigned
to found NeXT, taking some Apple employees with him.

As the market for personal computers expanded and evolved throughout the 1990s, Apple
lost considerable market share to the lower-priced duopoly of Microsoft Windows on Intel PC
clones. The board recruited CEO Gil Amelia, who prepared the struggling company for eventual
success with extensive reforms, product focus and layoffs in his 500-day tenure. In 1997, Amelia
bought NeXT to resolve Apple's unsuccessful operating-system strategy and entices Jobs back to
the company; he replaced Amelia. Apple became profitable again through a number of tactics.
First, a revitalizing campaign called "Think different", and by launching the iMac and iPod. In
2001, it opened a retail chain, the Apple Stores, and has acquired numerous companies to
broaden its software portfolio. In 2007, the company launched the iPhone to critical acclaim and
financial success. Jobs resigned in 2011 for health reasons, and died two months later. He was
succeeded as CEO by Tim Cook.

The company receives significant criticism regarding the labor practices of its
contractors, its environmental practices, and its business ethics, including anti-competitive
behavior and materials sourcing. In August 2018, Apple became the first publicly traded U.S.

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company to be valued at over $1 trillion, and, two years later, the first valued at over $2 trillion.
The company enjoys a high level of brand loyalty, and is ranked as the world's most valuable
brand; as of January 2021, there are 1.65 billion Apple products in active use.

2.4 SWOT Analysis

Strength –

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 As far as strengths of Apple are considered, they are its best operating system (iOS), its
best touch screen feature, is stylish and modern looking phones. Recently it launched its multiple
touch screen feature which is the only one of its type. The basis of marketing for Apple is online,
i.e. via internet with the help of which the company was able to make savings of nearly 400
million and the customers of Apple are very loyal which adds up in to its strengths a lot.

Weakness –

There are many weaknesses those Apple possess as far as Indian market is considered.
Numbers of stores selling dedicatedly for Apple are very less. Battery backup of these mobile
phone are not very appreciable. Since the prices of its products are higher, then the drawback is
that these products are not available in grey markets also.

Opportunities –

As this company is has been continuously popular for its attractive and innovative
features in handsets. Latest it launched its MacBook pro which are easy to operate and
understand and can generate more customers. It is the very first company to incorporate the
internet access in phones and also 5G features which are going to be the maximum demanded
ones in the nearby future.

Threats –

Samsung, OnePlus and Google are the companies which are offering major threats to
Apple because they are making IPhones available at comparatively cheaper rates. There is one
more threat for this company which is the contravention of trademark between Cisco and Apple
and this can hinder the growth to certain extent.

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 CHAPTER 3

REVIEW OF LITERATURE

Review Of Literature
It focuses on the literature that has been submitted by various researchers, scholars and
analysts about the topic of our interest. In this section of the research, all the study that has been

21
done by other authors, researchers and writers is presented to develop the basic and proper
understanding of the concepts of our topic.

At very first the need is to understand the term marketing which can be defined as a
process which involves various sub processes such as analyzing the market conditions and then
planning according to them followed by implementation of these planning in proper and fruitful
way so as to achieve their targets i.e. goals of the organization. This can be achieved by
managing prices of respective products comparatively with others existing in the market so as to
fulfill the need of the organization (Kotler and Armstrong, 1987).

This has been understood very well that marketing strategy is a very basic and important
component for the proper functioning and desired results of any organization. Marketing
strategies are generated with the help of proper investigation of the market and customers and
then accordingly strategies are implemented in order to achieve targets fixed by the organization
(Kotler, 1999).

The marketing strategy can be very easily understood as the layout which tells ways to
entertain customers and make use of opportunities in a well-planned and efficient way so as to
generate maximum outcomes from the resources that are available with the organization and are
limited (Baker, 2008).

Under the category of online marketing the major source of marketing is internet. The
online marketing is proving to be very beneficial in today’s market as the cost incorporated in
this marketing is quite less which helps in pricing to some extent (Fleischer, 2007). There are
many forms of online marketing which are email marketing, performance marketing, social
bookmarking, banner marketing and affiliated marketing.

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 The offline marketing is the one which was mainly used in past. This is not the scene that
it is not in use now-a-days but its load has been reduced after the evolution of online marketing
either it is one of the important forms of marketing. There are two ways via which this form of
marketing is done. These include the print media marketing and audio- video marketing.

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 CHAPTER 4

RESEARCH METHODOLOGY

Research Design
Research Design :-

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 Research design refers to the framework of market research methods and techniques that
are chosen by a researcher. It constitutes the blue print for the collection measurement and
analysis of data. The design that is chosen by the researchers allow them to utilize the methods
that are suitable for the study and to set up their studies successfully in the future as well.

Research :-

Research is "creative and systematic work undertaken to increase the stock of

knowledge".

It involves the collection, organization and analysis of information to increase

understanding of a topic or issue. A research project may be an expansion on past work in the
field.

Type of research :-

Secondary Research :-

Definition :-

Secondary research or desk research is a research method that involves using already
existing data. Existing data is summarized and collated to increase the overall effectiveness of
research.

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.

Sources :-

1. Data available on the internet:

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 One of the most popular ways of collecting secondary data is using the internet. Data is
readily available on the internet and can be downloaded at the click of a button.

This data is practically free of cost or one may have to pay a negligible amount to download
the already existing data. Websites have a lot of information that businesses or organizations can
use to suit their research needs. However, organizations need to consider only authentic and
trusted website to collect information.

2. Government and nongovernment agencies:

Data for secondary research can also be collected from some government and non-government
agencies. For example, US Government Printing Office, US Census Bureau, and Small Business
Development Centers have valuable and relevant data that businesses or organizations can use.

There is a certain cost applicable to download or use data available with these agencies. Data
obtained from these agencies are authentic and trustworthy.

3. Public libraries:

Public libraries are another good source to search for data for this research. Public libraries
have copies of important research that were conducted earlier. They are a storehouse of
important information and documents from which information can be extracted.

The services provided in these public libraries vary from one library to another. More often,
libraries have a huge collection of government publications with market statistics, large
collection of business directories and newsletters.

4. Educational Institutions:

Importance of collecting data from educational institutions for secondary research is often
overlooked. However, more research is conducted in colleges and universities than any other
business sector.

The data that is collected by universities is mainly for primary research. However, businesses
or organizations can approach educational institutions and request for data from them.

5. Commercial information sources:

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 Local newspapers, journals, magazines, radio and TV stations are a great source to obtain
data for secondary research. These commercial information sources have first-hand information
on economic developments, political agenda, market research, demographic segmentation and
similar subjects.

Businesses or organizations can request to obtain data that is most relevant to their study.
Businesses not only have the opportunity to identify their prospective clients but can also know
about the avenues to promote their products or services through these sources as they have a
wider reach.

 Advantages of Secondary Research :-

 Most information in this research is readily available. There are many sources from
which relevant data can be collected and used, unlike primary research, where data needs
to collect from scratch.

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  This is a less expensive and less time-consuming process as data required is easily
available and doesn’t cost much if extracted from authentic sources. A minimum
expenditure is associated to obtain data.
 The data that is collected through secondary research, gives organizations or businesses
an idea about the effectiveness of primary research. Hence, organizations or businesses
can form a hypothesis and evaluate cost of conducting primary research.
 Secondary research is quicker to conduct because of availability of data. It can be
completed within a few weeks depending on the objective of businesses or scale of data
needed.

Marketing mix for Apple IPhone in India

Product

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 Apple is branded company. So apple should focus on the range of the products, there is
no doubt the quality of product is awesome. Therefore By increasing the range of products, then
all type of classes of people able to purchase Apple iPhone. Means Apple include entry level
product in own product. So the Smart phone or iPhone of Apple is affordable. Apple products are
very fashionable means the iPod and iPhone of Apple are available in different colors. So it is
used by youth as the fashion accessories. Apple can also consider value creation through
customer contact that is online contact, creating Apple customer base and expanding warranty to
get more phone supports.

Promotion

This is the one of the greatest reason of the failure of Apple Smartphone. When a
company launches own product, then expand this product in market of all over world. Promotion
the product of that company is very important. By promotion, the product of the company and
company which launches that product both is famous and successful. Due the promotion,
Samsung is the one of the leading telephony company in all over world. In modern world, a
number of people are known what is Samsung? Why? Because the promotion of Samsung
accessories through advertisement on paper, TV etc. So lack of advertisement is one of the
reasons of the failure of Apple. To be become a leading company of India, Apple should focus
on Advertisement through hoardings, television and Newspapers. In India if the advertisement of
any product is done by celebrities like Sachin Tendulkar, Amitabh Bachhan etc. Then the
product which is advertised by celebrities is very famous and the sale of that product is increased
every day.

Price

This is also the reason of the failure of Smartphone of Apple. The price of Apple
products is very high and Apple Smart phones are very costly in comparison to the Smart phones
of Samsung. Apple is the branded company so people of developing country India think that the
product of Apple is so costly. So the sale rate of Apple decreased in India. But in Developed
countries like US and UK, the sale rate of Apple’s product is very high. So make the position in
India, Apple should start with small price product that everyone could affordable. Or Apple
should reduce the price of own product to make the position in Indian economy.

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Place

Apple are facing a lot of challenges in selling own products in India. Especially in India,
Apple faced a lot of challenges because India is a developing country, so the majority of people
are poor. And Indian people want to purchase the product which has a number of features at
lowest coast. But we talk about the coast the price or cost of Apple product is very high. Apple is
very much successful in UK and US because these countries are developed countries. And these
countries are rich. So they can afford the Apple product and also used as the Fashion accessories.

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 CHAPTER 5

DATA ANALYSIS AND INTERPRETATION

Data Analysis and Interpretation

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Apple revenue

Apple revenue increased dramatically between 2009 to 2012, from $42.7 to $156.3
billion. During that period, Apple vastly increased its manufacturing volume through its partner
Foxconn, which enabled global iPhone sales. It also saw the launch of the iPad, which added
$19.1 billion revenue in the first year

iPhone statistics

iPhone is Apple’s most valuable product and has, since 2008, been its main source of
revenue. Even though Apple has diversified its product line with Watch, AirPods and services,
iPhone is still responsible for 50 percent of Apple’s revenue.

In the past two years, Apple has launched four models of iPhone. These are: iPhone, Mini, Pro
and Max. All come with different price points and are aimed at targeting as many consumers as
possible.

iPhone revenue

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 Apple saw double-digit year-on-year iPhone growth from 2008 to 2015, but revenue has
stagnated since. Apple has added new models, such as the Mini, Pro and Max in the past two
years, although that hasn’t drawn in more customers. More customers are also holding onto their
phone for longer, with Apple providing software upgrades for longer than two years.

Year Revenue
2008 $1.8 billion
2009 $13 billion
2010 $25.1 billion
2011 $45.9 billion
2012 $78.6 billion
2013 $91.2 billion
2014 $101.9 billion
2015 $155 billion
2016 $136.8 billion
2017 $141.2 billion
2018 $166.2 billion
2019 $142.3 billion
2020 $137.7 billion
2021 $191.9 billion
Table No. 1 iPhone Revenue by Year

iPhone sales

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 Similar to revenue, iPhone sales saw enormous growth between 2008-2015. Sales peaked
at 2015, with a steady decline of 14 percent from 2015 to 2020. This decline is mostly due to
increased competition in China by Xiaomi and Huawei.

Year Sales
2008 11.6 million
2009 20.7 million
2010 39.9 million
2011 72.3 million
2012 125 million
2013 150.2 million
2014 169.2 million
2015 231.2 million
2016 211.8 million
2017 216.7 million
2018 217.7 million
2019 187.2 million
2020 196.9 million
Table No. 2 iPhone Sales by Year

iPhone sales by region

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 Sales of the iPhone have fallen each year since 2015 in China, from a high of 71.2
million in 2015 to 34.9 million in 2020. Apple has not been able to break into other fast-growing
countries, such as Brazil, India, Mexico or Pakistan, due to the cost of their recent devices.

Table No.3 iPhone Sales by Region

iPhones in Indian Market :-

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 The market share of iPhones has hovered in the low single digits in India for years, but
now there is finally hope for Indian Apple aficionados and the company to fill more Indian
pockets with the smartphone. Apple reports its quarterly figures, and they are expected to have
shown a nice increase in India sales. According to analysts Counterpoint Research, Apple has
shipped 3.2 million iPhones in India in the past year, majorly growing its distribution from just
1.7 million in 2018.

Demand For iPhones in India

3.5

2.5

2 Number of iPhones shipped in

India byApple (in millions)

1.5

0.5

0
2015 2016 2017 2018 2019 2020

Graph No.1 Demand For iPhone in India

Apple made the 60 percent jump between 2019 and 2020 with the help of its first Indian
online store opened last year. Physical stores are to follow, according to the company.
Previously, Apple could not sell directly in India, but has gained that privilege by opening up its
own production in the country in late 2019. The move also enabled Apple to circumvent India’s
hefty import fees, making the iPhone more affordable.

Still, price will stay a prohibiting factor for the iPhone’s success in India. More
affordable Chinese brands like Xiaomi, Vivo and Oppo are hugely popular in the country.
Chinese premium brands like OnePlus also managed to divert buyers from the iPhone, partly
explaining the 2018 drop in iPhone sales. As iPhones are getting more expensive in general,
barriers to the Indian market will remain.

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Apple makes progress in India as iPhone sales rise 34% to record

Apple Inc. had its strongest quarter for iPhone sales in India yet, a sign the Cupertino, Calif-
based company is finally making progress in the world's fastest-growing smartphone market.

Sales increased to 2.3 million units in the fourth quarter, up 34 per cent from a year earlier,
according to numbers from the market research firm Counterpoint. China's Xiaomi Corp. and
South Korea's Samsung Electronics Co. sold 9.3 million and 7.2 million smartphones for the
quarter respectively. leading in terms of units.

Number of smatphones sold

7

4 Number of smatphones sold (in

million)
3

0
2018 2019 2020 2021

Graph No. 2 Number Of Smartphones Sold

Apple appears to have pulled in more revenue than any of its rivals, however, because of
the iPhone's high price tag, according to Counterpoint's calculations. The US company took in an
estimated $2.09 billion for the quarter, edging aside Samsung with revenue of about $2 billion.
"It's a turning point for Apple in India, said Neil Shah, the Mumbai-based partner and research
head at Counterpoint Technology Market Research. "Indians were willing to lavish money on

37
premium phones during the pandemic because everyone's lives revolved around their devices and
there was nothing else to spend on." While Apple has become the most valuable company in the
world on the popularity of its iPhone, it has struggled in the 1.3 billion-person India market
Pricey iPhones are far beyond the reach of many local consumers, a situation aggravated by stiff
import tariffs Apple had to pay on devices made outside the country.

In 2018, the company stumbled through multiple top-level executive departures in the country,
sliding sales and irate retail partners who protested its online discount practices Apple sold 18
million iPhones for the entire year, fewer than it sold in the most recent quarter. Since then
however, the technology giant has made an about-face in strategy. It's opened its own India
online store, streamlined discounts and started local manufacturing of Phones It's planning to
open company-owned retail outlets in multiple cities in the coming quarters.

During the recent October to December period, India's festival buying and gifting season,
the phone maker priced its basic iPhone 12 model at less than 50,000 rupees ($668), offering
cashback incentives and easy payment plans. Apple is still a tough sell in a country where per-
capita income was under $2,000 in 2020, according to World Bank data. For the most recent
quarter, the average iPhone selling price irkshe country was $908, while Samsung's was $278
and Xiaomi's was $172, according to Counterpoint.

While Apple's market share has climbed, it remains in the single digits at just over 5 per
cent for the quarter Indians purchased 44 million smartphones in the period. It has challenges
beyond price in the market. Apple manufacturing partners, Foxconn Technology Group and
Wistron Corp, have faced blowback in India because of their treatment of workers. The US
company took the unusual step of placing a Foxconn factory near the southern city of Chennai on
probation after protests about food safety and accommodation standards.

In addition, the country's antitrust regulator, the Competition Commission of India, has
begun a probe into app store fees.

Marketing Strategies Used By Apple :-

1. Apple Keeps Its Product Presentation and Marketing Simple

38
 Apple follows the philosophy of simple is better through their products, they don’t
overwhelm their targeted customers with too many choices, options or even parameters.

Apple lets its products speak for themselves and keeps it's messaging and visuals simple.
They know that their products will sell without relying on the top and expensive advertisements.

This strategy is also seen in their logo a simple apple with a missing corner, even their
retail stores are designed for testing and checking out the products than just buying the boxes.

The products have short names that are easy to remember, along with that it has well
appreciated sleek and minimal design with simple colour schemes. The company also reduces
confusion by simplifying their web and sales copy as they use simple and direct words and they
continually stress the benefits that consumers absolutely need.

This is part of their brilliance in content marketing where they produce high tech products
without high tech terms. Apple’s advertisements and marketing strategies don't just convey
specifications and features, but rather how the product can change your life and make it better.

2. Apple Knows Its Target Audience and How to Reach Them

Apple has worked hard to find its target audience and they understand its audience’s
likes, dislikes, habits and language they want to use. By simplifying the marketing process in the
language that the audience understands an amazing bond is formed between a prospective
customer and the brand, and a lasting connection for an existing customer. Apple does mention
all its specifications and technical details, which is usually below the fold rather than it being in
the face.

When a customer visits the websites they have to scroll past the beautiful and
aesthetically designed product images and large font simple copy telling them about the benefits
of the product.

While Apple advertisements show happy people having a great time with the simplicity
of their iPads. This consistent display of positive emotion is the driving force behind sales.
They’re not selling more storage or more battery life but way more than that.

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 For example, the iMac product advertisements portray iMac that it isn’t just “a computer”
it helps make your computing experience exciting and pleasurable or the iPhone isn’t just “a
smartphone” it lets you put the power of an Apple computer in your phone.

3. Apple Provides A well-Appreciated Customer Experience

Apple holds the customer's experience in high regard, the experience can include every
element which is comparing different product versions to each other, trying out new products in
the retail store, buying the item, receiving it unboxing it and setting up the devices. All the
devices are carefully crafted according to the company to appeal to the consumer's requirements.

For example, when it comes to the instalment, one of the things Apple fans truly
appreciate about Apple computers is that is very easy to set them up. This is why Apple spends a
lot of money and thousands of hours testing and replicating to refine those designs.

The retail store is also carefully designed with warm lighting, monochromatic colour
schemes, and the layout of the store features all appeal to the shopper’s requirements.

4. Apple Creates Mystery and Hype Around the Product

Usually, when a company launches a new product in the market, the marketing team will
reveal details and information about the new product. The reason behind this is to tell customers
everything about a product to get them excited and build anticipation. However, when it comes
to Apple it takes a new and unique approach, creating excitement by withholding information
around new products as they tease it out.

This is why creating mystery around product launches is one of Apple's best marketing
tactics. It is a clever approach as it turns the target audience into loyal fans, as this will make
them curious encouraging them to search for more information and share everything they find
about the product.

5. Have a Community of Loyal Users or Customers

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 For more than ten years Apple has worked hard on building a community of loyal users,
customers and fans around the world. Apple marketing strategies include making customers want
to belong to that community as it is deemed to be “cool”. Apple smartly capitalized on the
universality of that self-perception, which made its customers believe that the brand understands
them and is like them.

Even small brands can build a community of devoted users and customers by building a
strong and engaged community of users is to get clear on your company's brand values and
personality.

Another important step is to make sure that the marketing copies and content express and
resemble those values and personalities. The website must be consistent with those words you
chose to describe your brand, from graphics to fonts to colour scheme.

6. Consider the Value of the Products

What makes perceived value so important from a company perspective is that customers
may be willing to pay a higher price because they deem the brand to be of high quality or a
higher status symbol. This gets to the heart of Apple's continued success over its competitors.

Despite Samsung actually selling more phones during the last months of 2017, Apple still
managed to receive 87% of total smartphone profits which is a huge monopoly.

7. Substantial Product Placement

This is also an integral part of apple marketing. The company has its relationship in
Hollywood. In a federal court, Apple revealed that it relies heavily on product placement.

It's intelligent for the company, as the cost is lesser than the hardware itself, and offering
it up for free can reduce a lot of money that is put in advertising television and film budgets
while putting the products in the spotlight in front of millions of people.

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 CHAPTER 6

FINDINGS & SUGGESTIONS

6.1 Findings
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  In Indian market of smartphones the Apple is giving tough competition to its competitors
like OnePlus, Xiaomi, Vivo, Samsung, etc. by launching their high end flagship phones
every year.
 Apple has become most popular brand in India.
 Apple generated $365 billion revenue in 2020, 52% came from iPhone.
 Apple has made the 60 percent jump between 2019 by shipping 1.9 million iPhones to
2020 by shipping 3.2 million iPhones.
 The pricing of new iPhones in Indian market is high as compared to other countries.
 iPhones has the great brand loyalty among the Indian Consumers.
 The market in India is very friendly to various products produced by Apple. However,
Apple has not been successful in this market based on poor marketing and the distribution
channels that it applies in the market.
 Samsung’s and other competitors’ products are not comparable to the superior products
made by Apple. With proper marketing and the distribution structures, Apple can become
a leader in selling tablets and related devises on the Indian market.
 The Apple product iPhone is considered to be the most profitable product of all time.
 The iPhone goes with the high pricing Strategy.
 The iPhones are best in its premium quality, security and privacy. Other smarphones do
not have security and privacy feature like iPhones.
 Apple iPhones log 48% growth in India in 2021 with 4.4% market share

6.2 Suggestions

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  The company should also consider strategies that will enable it to tap into the business
market and reach agreements with third-party manufacturers so that it can provide
synchronized products with content providers.
 It should also allow for increased personalization such as calendars on its products to give
consumers greater capabilities.
 Equally, Apple should develop products that have the capability to work with iPhones
like projectors and TV because they are increasingly used in business presentations.
 It is not affordable to middle class people to buy an iPhone, so apple should come up with
the mid range budget iPhones.
 The pricing should be optimized with respect to other countries. Currently the price gap
between India and other countries is very high. Hence Apple should increase the number
of manufacturing plants of iPhones in India

Bibliography
Reference Books :-

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 1) Marketing Management by Philip Kotler, Keven Lane Keller
2) Principles of Marketing by Philip T. Kotler, Gary Armstrong, Prafulla Agnihotri
3) Start-Up Marketing Strategies by M. Anil Ramesh, Priya Grover, Sabyasachi Dasgupta

Websites :-

http://www.ukessays.com/essays/marketing/pestel-five-forces-and-swot-analysis-of- apple-
marketing-essay.php

https://tiffanyabrown.wordpress.com/the-core-marketing-strategy-of- apple

http://www.investopedia.com/ask/answers/who-are-apples-appl-main- competitors.asp

https://en.wikipedia.org/wiki/Apple_Inc.

https://startuptalky.com/apples-marketing-strategy/

https://www.statista.com/statistics/265125/total-net-sales-of-apple-since-2004/#:~:text=Apple's
%20total%20net%20sales%20amounted,in%20the%20last%20ten%20years.

https://www.businessofapps.com/data/apple-statistics/

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