PROGRAMME: FUNDAMENTALS OF MARKETING

COURSE CODE: PMK1213

TITLE ASSIGNMENT: PRODUCT, SERVICES AND BRANDING STRATEGIES

NAME ID STUDENT
KHALIL HAKIMI BIN NAZRI BGJ230211118
MUHAMAD ZAHID AZIMIE BIN MOHD ZAIDI BGJ230211157
MUHAMMAD ZULKARNAIN BIN SULKRUNEI BGJ230211326
MUHAMMAD ALI IMRAN BIN ABDUL RAZAK BGJ230211089
MUHAMMAD NUR AIMAN BIN ZAIN AZMI BGJ230211102

CLASS: SECTION AB1.46

PREPARED FOR:

MADAM NOR AZILA

 TABLE OF CONTENT

TABLE OF CONTENT 1

INTRODUCTION 2

MISSION 3
, VISION AND OBJECTIVE

MARKET SEGMENTATION 4

THE BASES OF CONSUMER

MARKET SEGMENTATION 5

MARKET TARGETING 6

POSITIONING STRATEGIES 7-8

INTRODUCTION OF ICAM AND 9

ICAM PROFILE

LEVEL OF PRODUCT 10-11

PACKAGING AND LABELLING 12-13

CONCLUSIONS 14

REFERENCES 14
1.1 INTRODUCTION

Apple Inc. is one of the world's most iconic and influential technology companies, known for
its innovative products and services. Founded by Steve Jobs, Steve Wozniak, and Ronald
Wayne on April 1, 1976, in Cupertino, California, USA, the company has grown to become a
global leader in consumer electronics, software, and digital services.

Apple is renowned for its commitment to design, user experience, and cutting-edge
technology. The company's product lineup includes a range of devices such as the iPhone,
iPad, Macintosh computers, Apple Watch, and Apple TV. These products are characterized
by sleek, minimalist designs, premium build quality, and seamless integration with Apple's
software ecosystem.

One of Apple's most significant achievements is the development of the iOS operating system,
which powers the iPhone and iPad, as well as macOS for its Mac computers. These operating
systems are known for their stability, security, and user-friendly interfaces.

Apple's software ecosystem includes the App Store, iTunes, iCloud, and a wide range of apps
and services that enhance the user experience across its devices. The App Store, in particular,
has been instrumental in revolutionizing the mobile app industry, providing a platform for
developers to distribute their apps to a global audience.

In addition to hardware and software, Apple has ventured into digital services such as Apple
Music, Apple TV+, Apple Arcade, and Apple News+, offering users a wide array of
entertainment and content consumption options.

Over the years, Apple has played a pivotal role in shaping the technology industry, introducing
groundbreaking innovations like the graphical user interface, the mouse, and the touchscreen
smartphone. Its relentless pursuit of excellence has garnered a dedicated and passionate
customer base, often referred to as "Apple enthusiasts."

Apple's commitment to environmental sustainability has also been a focal point, with initiatives
to reduce its carbon footprint, use renewable energy sources, and recycle materials in its
products.

As of my last knowledge update in September 2021, Apple Inc. continues to be a dominant

force in the tech world, with a strong global presence and a market capitalization that makes
it one of the world's most valuable companies.
 1.2 MISSION STATEMENT

- Apple mission statement is "To bring the best user experience to its customers through
its innovative hardware, software, and services”.For short-term goal, Apple sets targets
related to product launches, sales targets, customer satisfaction metrics, or other
specific operational or financial goals. These short-term goals would align with their
broader mission and vision for delivering excellence to their customers.

1.3 VISION STATEMENT

- Apple vision statement 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.” Apple’s vision statement highlights
the company’s commitment to delivering the best possible products available. It
focuses not just on the world of mobile phones and personal computers, but all
“computing products” capable of benefiting today’s consumers.This vision statement
underscores Apple's dedication to providing exceptional computing and technology
experiences to a diverse range of users across the globe. It emphasizes innovation,
quality, and user-centricity as core principles driving the company's long-term goals.

1.4 OBJECTIVES

- Apple objectives is to expand their sales to customers who have not yet own an Apple
product. They do this not only through advertising but by expanding their distribution
network as well. Another objective for Apple is to produce hassle free products that will
provide service and enjoyment for customers. To reach this goal Apple believes in the
continuous investment in their Research and Development department in order to
continue producing quality products. Lastly one of Apple’s biggest objectives is to
become the leading business in the mobile market. Their strategy associated with this
goal is to become an online search machine and platform for online advertising. All
three objectives listed above are very important to Apple. Being a business in
designing and manufacturing electronic devices, Apple experiences constant
competition from other companies such as Blackberry, Nokia and HTC.
 2.0 MARKET SEGMENTATION

- Market segmentation is a marketing strategy employed by Apple to divide the overall

market for its products and services into distinct, smaller groups or segments. These
segments are characterized by shared characteristics, needs, preferences, and
behaviours among their members. The purpose of market segmentation for Apple is
to better understand and target specific customer groups effectively. Each segment
may receive tailored marketing efforts, product offerings, and customer experiences.
Apple, like many successful companies, employs market segmentation as a strategic
approach to target specific customer groups with tailored products, marketing
strategies, and experiences. There are several key reasons why Apple uses market
segmentation. Firstly and foremost, Apple serves a wide range of customers with
varying needs, preferences, and purchasing power. From individual consumers to
businesses, students, creatives, and tech enthusiasts, Apple's products appeal to a
broad demographic. Market segmentation allows Apple to address the unique
requirements of each group effectively. One of the keys is Apple offers a diverse
portfolio of products, including iPhones, iPads, MacBooks, Apple Watches, and more.
By segmenting the market, they can create products that cater to specific user needs
and preferences within each segment. For example, the iPhone SE targets budget-
conscious consumers, while the iPhone Pro line is aimed at professionals and
enthusiasts. Apple can prioritize features and innovations that matter most to specific
segments. For example, they may focus on camera improvements for users interested
in photography or develop software tools for creative professionals. By understanding
their customer segments better than competitors, Apple can maintain a competitive
edge. They can anticipate market trends and shifts in customer preferences, ensuring
that their product portfolio remains relevant and attractive. Furthermore, market
segmentation also takes into account geographic differences. Apple considers regional
preferences, regulations, and economic conditions when tailoring its products and
services to different parts of the world. However, by focusing on segments with high
profitability potential, Apple can allocate resources more efficiently and optimize its
return on investment. Lastly, by understanding the unique needs of each segment,
Apple can provide better customer service and support. They can design retail
experiences, customer service interactions, and user interfaces that align with the
preferences of different customer groups.
 2.2 THE BASES OF CONSUMER MARKET SEGMENTATION

- Customers have different needs and wants. Therefore, market segmentation identifies
the most attractive market and caters to its needs. Segmentation is important as it
enables a company to reach out to its customer base. Apple's marketing segmentation
has been based largely on behavioral and psychographic and behavioral elements.
According to demographics, Apple focuses on the age, jobs, and lifestyles of its target
population Apple then makes products based on these elements. For instance, there
is an Apple PC that has more games. This one has been made to suit kids. On the
other hand, there are the Apple PCs with the latest software and features. This one
has been made by Apple to suit the professionals. In terms of geographic variables,
Apple has set up outlets in different areas of the world. There were more than 500
Apple retail outlets across 25 countries around the world. This ensures that Apple has
a physical presence in many areas of the world. Besides this, Apple has set up online
retail stores. Through these online retail stores, people directly purchase Apple
products and services. Through this online and physical representation, Apple has
expanded its market reach and brought in more loyal customers. The customer-based
has expanded, making the company. However, Apple focuses on targeting the market
segment made of high-income people. These are the affluent people who are willing
to pay more to get Apple's products. In return, they get to use the high-end Apple
products that have advanced designs, capabilities, and multifunctional features. Based
on the behaviors of the market segment, Apple has built products and services to suit
these needs. Apple acknowledges the responses given by reviewers and loyal
customers. It updates this information and aligns its products to suit them.
Furthermore, Apple offers a range of price points to cater to customers with different
levels of price sensitivity. They have premium products like the iPhone Pro series and
more budget-friendly options like the iPhone SE. Lastly, Apple considers whether
customers are new to the brand or have been long-time users. They offer trade-in
programs and incentives to retain existing customers and attract new ones.
2.3 MARKET TARGETING

- Apple’s target market segmentation is basically undifferentiated because in this

strategy of market coverage firms ignore the specific market segment and go after
the different market segments with one offer.
- Apple differentiates its products by pricing them higher than its competitors implying
that the products are better quality and incorporate the latest technology.

2.4 POSITIONING STRATEGIES

BRAND STRENGTH

- One of Apple’s most significant competitive advantages is its strong brand image.
Apple has built a brand that is associated with innovation, quality, and design. The
company’s brand is recognized and trusted by consumers worldwide, and this has
allowed Apple to charge a premium for its products. Additionally, Apple’s strong
brand image has helped the company to create a loyal customer base that is willing
to pay a premium for its products and services.

ECOSYSTEM AND PRODUCT RANGE

- Another key competitive advantage for Apple is its ecosystem of hardware, software,
and services. Apple offers a range of products and services that are designed to work
seamlessly together, creating a unique and integrated user experience. For example,
Apple’s iPhone and MacBook are designed to work with each other and with other
Apple devices, such as the Apple Watch and the AirPods. Additionally, Apple’s
ecosystem includes a range of software and services, such as iCloud, iTunes, and the
App Store, which provide users with a seamless and convenient experience.
DESIGN AND ENGINEERING CAPABILITIES

- Apple’s design and engineering capabilities are also a significant competitive

advantage. The company has a strong focus on design and aesthetics, and its
products are known for their sleek and modern designs. Additionally, Apple’s
engineering capabilities are among the best in the industry, and the company is known
for its ability to innovate and develop new technologies. Apple’s design and
engineering capabilities have allowed the company to create products that are not only
functional but also beautiful and enjoyable to use.

CUSTOMER FOCUS

- Another important competitive advantage for Apple is its focus on user experience.
The company places a strong emphasis on creating products and services that are
easy to use, intuitive, and enjoyable. Apple’s user interface is known for its simplicity
and ease of use, and the company is constantly improving and refining its products to
make them more user-friendly. Additionally, Apple’s customer service is known for its
high quality, with the company providing excellent support and assistance to its
customers.

FINANCIAL STRENGTH

- Finally, Apple’s strong financial position is another significant competitive advantage.

The company has a large cash reserve, which it can use to invest in research and
development, acquire new companies, and pursue other growth opportunities.
Additionally, Apple’s financial position gives it the flexibility to pursue long-term
strategies and make strategic investments in emerging technologies and markets.
3.0 INTRODUCTION OF ICAM

- Apple released a total of three QuickTake digital cameras, the 100, 150, and 200 in the

mid '90s. But they failed among the competition and Apple didn't pursue in digital

photography and the QuickTake cameras were discontinued. After the company failed

project QuickTake,the company already invest heavily in research and development to

produce a competitive camera product. That being said, Apple have created a new

camera competitive product that called ICam. However, Apple confident with ICam,

that it’s going to do well in the market and sales.

3.1 ICAM PROFILE

- For photographers who have experienced the thrill of capturing breathtaking shots in

the great outdoors, there is an undeniable passion that drives them. Furthermore, this

passion often comes with its fair share of challenges. Carrying heavy cameras,

enduring rugged environments, and spending long hours in uncomfortable positions

are just a few of the hardships that outdoor photographers face. But what if there was

a solution to make their lives easier while maintaining the quality of their work? We

introduce ICam a revolutionary camera designed to alleviate discomfort and enhance

the manoeuvrability of outdoor photography. The ICam is a game-changer in the world

of photography. It boasts a groundbreaking design that allows photographers to

separate the screen and lens body, providing unparalleled convenience during those

long and challenging photo shoots. By enabling the detachment of the camera’s body

and lens, photographers gain newfound maneuverability, making it a breeze to capture

shots in tight or elevated spaces. No more contorting into uncomfortable positions or

missing out on that perfect angle. ICam empowers photographers to focus solely on their
creativity.
3.2 LEVEL OF PRODUCT

1.CORE BENEFITS

Ergonomics is one area where ICAM continually shines. The brand's cameras are renowned
for their user-friendly and intuitive design, which makes them enjoyable for photographers to
use. ICAM high-quality lenses, which are regarded as some of the best in the business, are a
significant benefit. Additionally, ICAM has restricted the use of third-party autofocus lenses,
requiring customers to either buy pricey RF lenses or use modified DSLR lenses. While some
customers may find this decision frustrating, it's important to note that the New Smart HDR
are normally very remarkable. With a selection of high-quality cameras that meet a range of
requirements and ability levels, ICAM will be a reputable name in the world of photography.

2. ACTUAL PRODUCT

• ICAM

• Features: Pro Motion display design with intuitive Dynamic Island, DSLR lenses, Dual-LED
dual-tone flash, HDR (photo/panorama)

• Function: Separate the screen and lens body, ability to capture shots in tight or

elevated spaces, Lidar scanner, Night mode

• Quality: High Quality, Support 4k, 480 fps, 200MP, 500MP Multi-Shot,

• Design: White Colour Size 62mmx62mm, Weight 300g

DESIGN ICAM
3. AUGMENTED PRODUCT

On the ICAM additional capabilities that benefit all cameras include:

Night mode, which is now powered by the Photonic Engine and includes Night mode portraits
made possible by the LiDAR scanner, gets better with clearer details and more vibrant colors.
New Smart HDR ensures that images have brighter highlights, richer midtones, and deeper
shadows when viewed in the images app while capturing subjects and the backdrop with more
realistic representations of skin tones. Third-party apps can also use this cutting-edge HDR
rendering, making shared web photographs even more appealing .With enhancements in low-
light video and Action mode, the A17 Pro has updated the greatest video quality available in
a smartphone. The camera that creative professionals and filmmakers favor gets even better.
With the ability to shoot spatial video for Apple Vision Pro, the ICAM will later this year provide
a new level to video capture. When Apple Vision Pro launches in the U.S. early next year,
users will be able to capture priceless moments in three dimensions and relive those memories
with stunning depth .Customers may also receive warranties on parts and craftsmanship from
Apple and its resellers, speedy repair services when necessary, and web and mobile sites for
issues or queries. Through its limited warranty, ICAM offers one year of hardware repair
coverage in addition to up to 90 days of free technical support.
3.3 PRODUCT AND SERVICE CLASSIFICATION

1) Material and parts

 Raw Materials- An iPhone is a sophisticated piece of equipment. Titanium,

iron, and gold are among the metals included in each phone. An ICAM is made
from a variety of materials. ICAM consists of Aluminium, Iron, Lithium,gold,
copper.

 Manufactured parts- A phone is a sophisticated piece of equipment. Titanium,

iron, and gold are among the metals included in each phone. A ICAM is
made from a variety of materials.

2) Capital items

- Apple items are produced and distributed using capital resources. Screwdrivers and
other tools are needed to put the goods together. The goods are also put together
automatically, and many factories owned by Apple were purchased for manufacture.

3) Supplies and services

- With Apple Maintenance Service, you can be sure that these vital parts are
immaculate and that your camera is functioning at its very best. The camera will
undergo a thorough cleaning, including the crucial picture sensor. To ensure that
your camera is operating according to plan, separate inspections will be performed. If
our specialist discovers a problem, you will be given the choice to get it fixed (fees
may apply) to reduce downtime.
4. PACKAGING AND LABELLING

PACKAGING ICAM

- Apple's dedication to providing customers with a high-end and environmentally

sustainable product experience is reflected in the sleek and minimalist design of the
iPhone packaging. Typically, the outside package is a strong, white cardboard box with
a premium matte finish. On the front, usually in the center, it has a sizable embossed
image of the Icam along with the Apple logo. Text is used sparingly on the outside to
keep things looking tidy and simple and the box is made to be simple to open and
reseal, lowering the possibility of damage while unpacking. Furthermore, the package
focuses mostly on the ICAM. In order to protect it well and prevent movement during
delivery, it is firmly positioned inside the inner box and to avoid scratches, ICAM can
be placed in a protective bag or cover.
- Numerous accessories are frequently included with Canon cameras, and these are
usually packaged either next to or below the camera. Typical accessories include, a
camera strap, lens, battery, charger and the quick start guide, warranty information.
Apple has taken attempts to reduce packaging waste in order to reduce its
environmental effect. To reduce transportation emissions, this involves using recycled
materials for packaging and making boxes smaller and lighter. Moreover, ICAM
packaging is intended to preserve the camera and its accessories during shipping and
handling. To prevent damage, the materials chosen are long-lasting and cushioning.
Apple has made advancements in the use of environmentally friendly materials and
the reduction of waste in its packaging. They've ditched plastic in favor of more
environmentally friendly alternatives like paper and cardboard. In conclusion, ICAM
packaging is meticulously designed to provide a premium and ecologically mindful
unboxing experience. Its design emphasizes simplicity, elegance, and functionality,
with a focus on safeguarding the device and accessories while reducing waste.

LABELLING ICAM
CONCLUSIONS

Finally, the ICAM is a significant and influential component of Apple's. It has evolved to
provide a diverse set of features and capabilities that cater to photographers of all skill
levels. Apple continues to invest in research and development to improve the ICAM which
has become a significant selling point for the company. Furthermore, ICAM offers numerous
camera lenses, including wide-angle, ultra-wide, and telephoto options. These lenses allow
users to take a variety of images, from huge landscapes to detailed close-ups. In conclusion,
Apple cameras are well-known for their high quality, adaptability, and innovation.
Photographers and videographers all over the world rely on them to capture great
photographs and movies in a variety of genres and applications. ICAM dedication to user-
friendly design, reliability, and a varied product line makes it a top choice for both amateur
and professional photographers.

REFERENCES

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

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

https://www.edrawmind.com/article/apple-segmentation-targeting-and-positioning.html

https://research-methodology.net/apple-segmentation-targeting-and-positioning/

https://bstrategyhub.com/apple-mission-statement-vision-core-values/

https://businessmodelanalyst.com/apple-mission-and-vision-statement/

https://visionarybusinessperson.com/apple-inc-mission-statement-vision-statement/