OBJECTIVE, SCOPE AND METHODOLOGY

Objectives
• To find out the perception of people toward Apple
after Steve Job died
– Brand image
– Brand awareness
– Positioning
– Threat
• To find out how people response to iPhone 5

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Scope
The report will cover among MUIC students that are using smart phone of
any brand and have experience using iPhone of any model

Methodology
The secondary data will be carried out by using the website article that
relate to Apple brand before and after the death of Steve job.
For primary data, our group used questionnaire method

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INDUSTRY BACKGROUND
• Firstly invented by Ericson in 1997
• The term smart phone is still vague
• Allowing the third party applications to run
• Window, IOS and Android
INDUSTRY BACKGROUND
• The common one is Symbian from Nokia
• In year 2000, the market was ruled by Nokia
• In 2006, this is the turning point
• Internet was provided almost entire areas
• Smartphone allows to perform various tasks
• In 2007, Apple launched iPhone
MARKET SHARE OF SMART PHONES
 APPLE BACKGROUND
- 1976, as computer company
- To achieve stellar products and services
- Be the main market leader in music players
- Joined the phone industry with the iPhone
- Market cap larger than Google & Microsoft combined
- Steven P. Jobs >> the Apple's CEO
- Current CEO >> Tim Cook

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 CONSUMER ANALYSIS

Trends
• The high-end models >> selling well
• Many significant online stores
• The gateway to ecosystem
• Women >> white iPhone more

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 CONSUMER ANALYSIS

Motivation
• To listen the music
• To communicate through social network
• To use high-end technology
• Feel trendy and technological wisdom

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 CONSUMER ANALYSIS

Perception
• Circle button below the screen is innovative
• Large screen and have simple design
• High quality >> smooth to touch
• Primary ‘i’ >> sound smooth and attractive
• Sensation of being young and trendy

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 CONSUMER ANALYSIS
Segmentation
• One product for a particular purpose
• Middle to high class and in the business of media and design
• Lifestyles of the youth and middle age who living at the locations
• Using the internet and computers

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 CONSUMER ANALYSIS
Behavior
• To improve the image of customers
• One part of their daily lifestyle
• Take them wherever they go
• Most men >> purchase iPod is a necessity more
than most women believes

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 BRAND ELEMENTS
Logo

Original logo 1976-1998 1998-2000 2000-2007 Currently

• Easy to recognize
• Quality and innovative
• One of the most valuable symbol

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 BRAND ELEMENTS
Packaging
Appearance
• Plain but unique
• Black and White
Apple packaging team
Emotional response
• First impression
• Excitement

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 BRAND ELEMENTS
Slogans
iPod classic
“10,000 songs in your pocket."
iPhone 5
“The biggest thing to happen to iPhone since iPhone
MacBook
"MacBook Air. The world's thinnest notebook."

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 BRAND ELEMENTS

POPs
Technology:
Produce in the same manufacturer (Foxconn Co.Ltd)
Use Samsung touchscreen technology
Price: Brand Price
iPhone 5 ฿23,000
Samsung s3 ฿22,000
Nokia Lumia ฿21,500

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 BRAND ELEMENTS
PODs
Retail store: Have its own retail store
(Applestore/iStudio)
ZEN concept
Friendly expert staff

CEO: Steve Job

Tim cook
Recognizable

Operation system:
Perfectly suit with all Apple’s product
iCloud
Reliable

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 BRAND ELEMENTS

Marketing program
• Steve Job show
• Rumor through social media
www.macrumors.com
• Restriction in software update
Forcing the customer to buy new model
• Commercial showing the attribute of the product

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 APPLE BRAND PORTFOLIO
Laptop/ Desktop iPod
 MacBook Air • iPod shuffle
 MacBook Pro • iPod Nano
 Mac Mini • iPod Touch
• iPod Classic
 iMac
• Apple TV
 Mac Pro

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 APPLE BRAND PORTFOLIO
iPhone iPad
• iPhone 2G • iPad 1
• iPhone 3G • iPad 2
• iPhone 3Gs • The new iPad
• iPad mini
• iPhone 4
• iPhone 4s
• iPhone5

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 BRAND PORTFOLIO ANALYSIS
MacBook White
 Launch to gain the market share of low-end market that
customers who have a low income can purchase this products
iPhone S type; iPhone 3GS, iPhone 4S
 Apple Inc. launch these product type to gain more revenue from
customers because the past product is in the maturity period
 To extend the time period of products while other brands do not
launch products
iPod Touch
 To capture the market in portable music player
and movie player, which function is similar to
iPhone

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 BRANDING STRATEGIES
Apple Inc. keep creating innovative product
 Product features
 Product Design
 Product Uniqueness
Opening retail store in high-end district
Emotional Connect
 Apple aims for loyal customers

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 BRANDING STRATEGIES
Apple training manual
- Approach customers with a personalized warm welcome
- Probe politely to understand all the customer’s needs
- Present a solution for the customer to take home today
- Listen for and resolve any issues or concerns
- End with a fond farewell and an invitation to return

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 SAMSUNG BRAND ELEMENT
• Meaning “three stars” (powerful, everlasting)
• Memorable, transferable, unique, and easy to protect
• Able to extension the product categories

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 SAMSUNG BRAND ELEMENT
LOGO

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 SAMSUNG BRAND ELEMENT
SLOGAN

“inspire the world create the future”

Vision and mission
 “Smart thinking. Simple living”
 “The phone that does it all”
 “Designed for Humans (Inspired by Nature)”
 “Camera reborn”

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 SAMSUNG BRAND ELEMENT
PACKAGING
Plain and classic
 Sense of elegant , high end product
Modern and attractive design
 Feel excited and feel of value
Similarities
 Strong competitive
 Very similar theme and look

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 SAMSUNG’S BRAND PORTFOLIO
• TV
• Camera
• Notebook
• Memory
• Accessories
• Home

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 POPS/PODS OF SAMSUNG
POPs
 Try to launch new product
 Try to cover the gap in the market
 Try to gain competitive advantages (brand reputation)
PODs
 Ultramodern product
 Humanizing the product
 Better user experience

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 CURRENT MARKETING PROGRAMS
Superstars (representative) to increase brand
 Media
 Advertisement
 Billboard
 Poster (corner of many roads)

*gain lots of attention from targeted consumers*

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 NOKIA BRAND ELEMENTS
LOGO

Slogan

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 NOKIA BRAND ELEMENTS
PODS & POPS
Point-of-Difference
 Sustainable competitive advantage is its global reach accompanied with a locally
tailored presence
 It is going to be hard for the competitors to enter a market like INDIA where Nokia
has established a strong presence
 Durability and Battery endorsement

Point-of-Parity
 With the new operating system, Window phone 8, Nokia shared the same
technology with HTC, Samsung, and Huawei
 Pricing (Nokia Lumia) is slightly different with competitors like iPhone 5 and Galaxy
S3

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 NOKIA BRAND ELEMENTS
MARKETING PROGRAM
• Advertising – Through TVC, Bill boards, Outdoor Ads, Radio and
display stands
• Personal selling – By product training to Distributor
• Event marketing
• Premiums for loyal customers
• Below-the-Line promotion

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QUESTIONNAIRE
BRAND AWARENESS
Name the brand of smart phones you have heard
3% Awareness Level
1% 1%
1%
Apple
16%
Samsung
13%
Blackberry
Nokia
HTC
10% Sony
20%
LG
Google
13% Motorolla
Hoawei
9%
13% I-mobile
GIVEN THE PICTURE BELOW, WHAT BRAND DO YOU
THINK OF?

100%

100% recall the picture

 Is the slogan of which brand?

Awareness
Don't know
Motorolla
Samsung
Apple

0 5 10 15 20
Apple Samsung Motorolla Don't know
Awareness 9 2 1 18
QUESTIONNAIRE
BRAND IMAGE
To what extend do you feel the following product
characteristics are descriptive of Apple iPhone5?

Descriptive
4.5
4
3.5
3
2.5
2
1.5
1
0.5
Descriptive
0
 How good or bad it is for Apple iPhone5 to have the
following product characteristics?

Favourability
3.95
3.9
3.85
3.8
3.75
3.7
3.65
3.6
3.55
3.5 Favourability
3.45
How unique it is for Apple iPhone5 in term
of following product characteristics?
Uniqueness
4
3.9
3.8
3.7
3.6
3.5
3.4
3.3
3.2
3.1 Uniqueness
3
QUESTIONNAIRE
BRAND RESPONSE
Do you think iPhone 5 is similar or
different to existing competitors?

Similar
Not fimilar
Similar = 36.67%
Not Similar = 63.33%

Similar in term of same

function/application with other
brands.
Not Similar in term of : iOS IOS
Design
Design Application
Application Brand image

Brand Image Uniqueness

Innovation
Uniqueness
Innovation
If you are considering buying new smartphone, assume all
the brand have the same price, how likely would you buy the
following brand
Brand response
10
9
8
7
6
5
4
3 Brand response
2
1
0
QUESTIONNAIRE
BRAND RELATIONSHIP
If you are considering buying smartphones in 3 months, which
brand are you interested?
Brand relationship
25

20

15

10
Brand relationship
5

23 out of 30 of the
applicants choose
iPhone
Q15 Would you continue buying the next generation of iPhone?

23.33%

Yes
No
76.67 %
QUESTIONNAIRE
BRAND ASSOCIATION
 WHEN YOU THINK OF IPHONE 5, WHAT CAM
UP TO YOUR MIND?
“Fast”
“Expensive”
15%
13% “Same as iPhone4”
15%
“Short Battery” 10%

“Tim Cook” 10% 25%

“Innovation” 10% “Function/Designs”

“Steve Jobs” 3%
QUESTIONNAIRE
BRAND PERSONALITY
Q12 IF IPHONE5 IS A PERSON, TO WHAT
EXTENT DO YOU THINK IPHONE5 WOULD HAVE
THE FOLLOWING PERSONALITIES
Excitement

Unique

Young

Imaginative

Up to date

4.5 4.6 4.7 4.8 4.9 5 5.1 5.2 5.3

Up to date Imaginative Young Unique
Series1 5.24 5.09 4.9 4.76

Total 19.99
Q12 IF IPHONE5 IS A PERSON, TO WHAT
EXTENT DO YOU THINK IPHONE5 WOULD HAVE
THE FOLLOWING PERSONALITIES
Sophistication

Good looking

Charming

Upper class

4.7 4.8 4.9 5 5.1 5.2 5.3 5.4

Upper class Charming Good looking
Series1 5.3 4.94 5.3

Total 15.54
 Q12 IF IPHONE5 IS A PERSON, TO WHAT
EXTENT DO YOU THINK IPHONE5 WOULD HAVE
THE FOLLOWING PERSONALITIES
Competence/Capability

Leader

Technical

Intellegence

Reliable

4.4 4.6 4.8 5 5.2 5.4 5.6

Reliable Intellegence Technical Leader
Series1 4.86 5.47 5.37 5.24

The result from this question is that the competence of an iPhone 5 is

the most rated from respondents , which the Total is 20.94
 COMPETITOR ANALYSIS
• Compete with many brands.
• Technology, smart phones and computer industry
• Differentiate, modern design and products
• 3 main competitors in market; Blackberry, Nokia, Samsung and

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 BLACKBERRY
• Research in motion (RIM) firm
• Focus on B2B industry
• Emphasize on usage within a company
Eg. Big keyboard buttons
• Sales increase in small portion until year 2005-2011
(1,350 million – 19,907 million)
• Due to the change to B2C
• Start to decline after “Hamburger crisis” in year 2009
• Apple launch iPhone 4 in 2010, create impact to RIM
• Takes the sales and market share from Blackberry

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 NOKIA
• Use to be the world’s leader in mobile phones
• Enjoy the highest market share for more than 10 years
• “Symbian”
• In year 2008, Nokia suffer from declining market share
New competitors ( iPhone, Blackberry, etc)
New technological advance ( Android and IOS)
• Stock price drop from $40 (2007) – $2 (2012)
• Join with Microsoft, end of “Symbian Era” beginning of “Window Phone”
Develop “Nokia Lumia”
• Did not success in market

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 SAMSUNG
• Major competitor of Apple in mobile phone industry
• Highest sales and market share in 2012
• Serve every types of consumers
Low cost mobile phones – High technology smart phones
• First smart phone…Galaxy S1
• Small gap of sales and market share between Samsung and Apple
Sales volume Market share
Samsung 42.2% 29.1%
Apple 35.1% 25.2%
• Apple generate more sales in terms of margin
Still have potential to compete and gain back market share
• Not only smart phone industry, computer industry as well

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 BRAND EQUITY

Judge Brand Equity since death of Steve Jobs

• Brand Awareness
• Brand Image
• Brand Resonance
• Brand Relationship

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 BRAND AWARENESS
Some parts of brand awareness are strong
 Everyone can recognize brand logo and iPhone
Slogan is unknown but is an important brand element
Recognition is high but recall is not, Smartphones
people think of Samsung more, This would not have
been the case before, Salience is slipping

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 BRAND IMAGE
• Overall Brand image is good
 Strong, Favorable and Unique
• Shows imagery and performance of the product is
good, and integral part of brand equity

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 BRAND RESPONSE

• Apple still considered a unique product –

Reinforce the slogan
• People that are aware would consider it as their
favorite brand of smartphone
• When price is taken out of consideration it is also
considered the favorite product
• Samsung are gaining share and Apple need to
make sure this doesn’t happen

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 BRAND RELATIONSHIP
• Very strong brand relationship
 Most customers consider buying
next generation of iPhone
 Most customers would consider
iPhone
• Apple have strong behavioral loyalty
• Our survey is just done for iPhone
but this will be similar for most Apple
products. Consumers feel they are
part of Apple Family

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 RECOMMENDATIONS
• Brand Recall low
• Increase Advertising efforts • Be more wary of competitors
and create branding plan
• Increase product range
accordingly
• Slogan unknown - Important
brand element that is relatable • Maintain core competencies
• Show slogan on website
and product packaging • Look outside for features,
• Invest in R&D to stay ahead such as Dropbox, Google,
and create more design Hotmail etc
appeal
• Define and reach customer
base more broadly and deeply

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 RECOMMENDATIONS
Build unbreakable customer bonds
 Retail stores can give information on customers to create
bond
 Create ideas and attention from customers
Be careful when engaging in lower end of the market
Manage Brand exposure

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