UNIVERSITI TENAGA NASIONAL

COLLEGE OF ENGINEERING
DEPARTMENT OF MECHANICAL ENGINEERING

MECHANICAL DESIGN PROCESS

ASSIGNMENT 1

GROUP MEMBERS:
1. ID: ME097122 NAME: MUHAMAD AMIN ZUHAIR BIN MOHD
SHAHFARI
2. ID: ME096493 NAME: SASIDEVAN A/L MUNUSAMY
3. ID: ME097120 NAME: MOHAMMAD FARIZ FARHAN BIN MOHD
JAAFAR
4. ID: ME096454 NAME: ABUL FIKRI ARIF BIN ANUAR
5. ID: ME094814 NAME: IRWAN NIZAM BIN ISMAIL

SECTION : 01 GROUP: 2

LECTURER : MR. CHUA YAW LONG

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 TABLE OF CONTENT

NO CONTENT PAGE

1.0 Introduction 3-4

2.0 PCDL Model 5-16

3.0 Case Studies 16-18

4.0 Discussion 19-24

5.0 Conclusion 25-26

6.0 Reference 27-29

7.0 Appendix A 30

8.0 Appendix B 31-35

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1.0 INTRODUCTION

Figure 1: iPhone Model

Designed and marketed by Apple Inc., the first generation of iPhone was first released
in 29th June 2007. Despite that, the rumours and speculation regarding the launch of iPhone
by Apple Inc. started all the way back on 14th December 1999, the day Apple Inc. bought the
domain name www.iphone.org [1]. On 20th July 2002, the prospect of an Apple PDA was
downplayed by the then-CEO, Steve Jobs, who further remarked that the people in Apple Inc.
believed that a next-generation of cell phones would eventually replace PDAs, which would
in turn diminished the PDA market. Later that year, Apple Inc. started to gradually apply for
a trademark on iPhone in several countries such as Singapore, the UK, Australia and
Canada. When released, iPhone was considered a truly revolutionary in the mobile phone
market. It was the first phone that built its user interface (UI) around the devices multi-touch
screen which includes a virtual keyboard [2].

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 Apple brand has been used to compete across several highly competitive markets by
Apple Inc. and due to expanded range of products and services; the Apples brand has
evolved over years [3]. It took the company over 20 years before expanding into its first
major new product area with the launch of the iPod in 2001, followed by iPhone in 2007,
after originally started with desktop computers in the 70s and laptops in the 90s.

Being a relatively new player in the IT market, Apples brand is considered a

challenger. It focused on the needs, individuality and style of ordinary people by bringing
easy-to-use computers to consumers and small businesses, rather than the conformity and
technical mandates of big business. The brand is still consistent with these early promises
although Apple's brand position has evolved.

Delivering exceptional customer experience through superb user interface remains the
core competence of Apple. The distinctive feature of each of Apples product remains the
customer experience of an elegant user interface and simplicity of use. When the iPod was
launched in 2001, Apple undergoes major re-vitalisation and has since worked hard in
harmonizing and migrating its brand and its product strategy closer together to achieve
todays position.
Steve Jobs, Apple's co-founder, described Apple as a "mobile devices company" - the
largest one in the world. The company renamed itself Apple Inc. rather than Apple Computer.
At the time, this was a significant move, signifying Apple's move beyond being more than a
computer company.

The company is now defining itself more broadly than being just a devices company.
It has blended its digital content services (e.g. Apple Music, iTunes, iBooks and App Store)
to be a key part of the value proposition to Apple device owners, and (with iCloud and Siri in
the background) Apple is making many services and functionality which consumers use
accessible on whatever (Apple) device they happen to be using at the time, be it on their desk,
lap, fingertips or wrist.

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2.0 PCDL MODEL: A CONCEPTUAL MODEL FOR BUIDLING BRANDS

POSITIONING THE BRAND

The original iPhone comes with a 3.5-inch display with a resolution of 480
320 and powered by 412 and it comes with 128 [4]. The
phone also has 4 of internal storage thats not expandable a key business decision by
Apple as it has been selling phone with bigger internal storage for significantly higher value.
iPhone is a single SIM (GSM) smartphone that accepts a Regular-SIM. It also includes the
Wi-Fi and Bluetooth. Sensors on the phone include Compass Magnetometer, Proximity
sensor, Accelerometer, Ambient light sensor, Gyroscope and Barometer.

The Apple iPhone 7 Plus, the 10th iteration packs a lot more powerful specifications
and a lot more features compared to the original iPhone. The phone comes with a 5.50-inch
touchscreen display with a screen resolution of 19201080 [5].

It is powered by quad-core Apple A10 Fusion processor and it comes with 3GB of
RAM. The phone has choices of 32GB, 128GB and 256GB of non-expendable internal
storage. As far as the cameras are concerned, the Apple iPhone 7 Plus packs a 12-megapixel
primary camera on the rear and a 7-megapixel front shooter for selfies.

The Apple iPhone 7 Plus runs the newest Apple OS, the iOS 10 and is powered by a
2900mAh non-removable battery. It measures 158.20 77.90 7.30
( ) and weight188.00 .

The Apple iPhone 7 Plus is a single SIM (GSM) smartphone that accepts a Nano-
SIM. Connectivity options include Wi-Fi, GPS, Bluetooth, 3G and 4G. Sensors on the phone
include Compass Magnetometer, Proximity sensor, Accelerometer, Ambient light sensor,
Gyroscope and Barometer.

Over the years, Apple Inc. continue to design new iPhones iteration with screens no
larger than 4-inch until the released of the iPhone 6 in 2014 by the new CEO, Tim Cook
because his predecessor, Steve Jobs was convinced that no one would want to buy phones
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with bigger screens. This was a sound decision from Tim Cook as the iPhone 6 was
considered a major success in financial terms.

Apple has a branding strategy that focuses on the emotions [3]. The starting point is
how an Apple product experience makes you feel. The Apple brand personality is about
lifestyle; imagination; liberty regained; innovation; passion; hopes, dreams and aspirations;
and power-to-the-people through technology.

The Apple brand personality is also about simplicity and the removal of complexity
from people's lives; people-driven product design; and about being a humanistic company
with a heartfelt connection with its customers. Through these qualities, Apple is positioned as
being extremely helpful to people (and businesses) as they strive to achieve their goals.

COMMUNICATING THE BRAND

Apple is considered as a tough competitor in this era of smart gadgets and technology
by their industry rivals. Varieties of ground-breaking products are being consistently
produced by them which ultimately never fail to revolutionize the market. Now, speaking of
Apples revolutionizing products, one product that instantly pops up in everyones mind
would be non-other than the mighty iPhone series. Whenever a new series of iPhone is
announced, huge crowd and long queue of customers flock Apples outlet to be the very first
proud owners of the latest iPhone. Even in our daily life, lots of incidents can justify the fact
that no other apple product receives as much demand as the iPhone. We all have friends that
own an iPhone and most of us have at least one family member that owns an iPhone. For
instance, youre out for a vacation and forgot to bring your DSLR camera? Well, an iPhone
user among our friends would be our search at that moment to snap some selfies and stunning
photos. The lecture is about to end and the entire class havent copied down the notes? Guess
what? Lots of two hands holding a smart phone trying to snap a picture of the whiteboard is
what well witness on that very moment. Yes, about one third of the smart phones would be
an iPhone.

All this real life incidents showcases the abundance of iPhone among modern day
people. Why is that so? Why dont we see so much of an attention for any other smart phone

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series? The reason behind this would be Communicating the Brand Message. Something
that Apple has excelled at. Apple has done so well in marketing the iPhone series that its very
existence has reached out even to people that is not so much of a techy-type. Lots of
initiatives have been done by the manufacturer to communicate the brand message of an
iPhone to the target market.

Lets start off with the advertising campaigns carried out to promote the new iPhone
series. Shot on iPhone is a campaign that has been associated with the last two iPhone
series; iPhone 6 and iPhone 7. This campaign solely focuses on the camera quality of the
smart phone. Photos taken with an iPhone were exclusively included in magazines,
newspapers, posted in websites and shared in social media. More people became aware of the
camera quality hence started paying more attention to the iPhone series. This campaign was
then succeeded by the One night on iPhone 7 ad-campaign. To demonstrate the camera
quality especially in low light condition, professional photographers from around the world,
from Shanghai to South Africa were hired by the company to capture some photos during the
same night. These stunning photos were advertised on billboards in 25 countries. Somehow,
seeing a giant photo on a billboard and thinking that it was shot with the phone you could
have in your pocket works quite well. [6] Other than that, Apple has its advertising TV
commercials available online through website known as iSpots.tv where you can browse
through its latest advertisement focused specifically on iPhone. The advantage with this
online-stored TV commercial is that its always there and you get to watch it whenever you
like. [7] Lately, a new iPhone ad-campaign centered on potential switchers who currently use
Android or other platforms was initiated. In this campaign, Apple highlighted superior
performance, camera quality, privacy, and other factors in appealing to potential new iPhone
customers. Videos comparing each of the factors targeted in smart phones between an iPhone
and an Android or other platform based smart phone were circulated via online. Each video
clearly demonstrated the advantages of an iPhone over other platform smart phone in a way
that it was easily absorbed by the audiences. [8] Apple even advertises its new iPhone series
by uploading videos in YouTube, Daily Motion and famous social medias.

Other than these campaigns, Apple used slogans and themes to market each series of
iPhones. [9]

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 iPhone 2G
Apple reinvents the phone
This is only the beginning

iPhone 3G & iPhone 3GS

The first phone to beat the iPhone
The iPhone that you have been waiting for
The fastest, most powerful iPhone yet

iPhone 4 & iPhone 4S

This changes everything, again
The most amazing iPhone yet

iPhone 5 & iPhone 5S & iPhone 5C

The biggest thing to happen to iPhone since iPhone
Forward thinking
For the colorful

iPhone 6 & iPhone 6 PLUS

Bigger than bigger

iPhone 7 & iPhone 7 PLUS

This is 7

Figure 2: Slogan and Themes

Associating the product with a catchy slogan helped the iPhone user to remember the
product and gave a slight insight on the products progress. [10]

Next up is the celebrities influence in iPhones demand growth. Before the launch of
the first iPhone, Apple released an iPhone introductory video starred by almost 32 celebrities
such as John Travolta, Ben Stiller, Michael Douglas, Samuel L. Jackson, and Jackie Gleason.
The Hello video had a simple content where each celebrity says hello once with their phone
and at the very end, iPhone is shown and said to be released soon. This video was more than
enough to cultivate the interest and curiosity in everyone to try out the first iPhone once
released. The integration of famous celebrities with the iPhone made people believe that the
product contributes to superstar status. [11] Furthermore, Apple does not specifically have a
brand ambassador for the iPhone as the iPhones themselves are deemed as the celebrity.

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iPhone is regarded as a status symbol whereby owning an iPhone will make you stand out.
Hence, more celebrities are seen to be using iPhone as not owning one will make one much
less of a celebrity in this era. Nevertheless, lots of celebrities have promoted iPhone in TV
commercials, music videos and movies. For instance, Selena Gomez took a selfie using an
iPhone in the iPhone 6s commercial. [11] Meanwhile, Madhuri Dixit, the famous Bollywood
actress who crazes over iPhone launched an application on the iPhone where her fans can
access pictures, videos and exclusive content on beauty, fashion and dance. [12] This trend
has also indirectly affected the non-celebrity people. More people are influenced into buying
an iPhone by watching the celebrities using and promoting the phone. Summing up the
relationship between the celebrity, iPhone and consumers, it can be seen that celebrity
endorsers play the role of initiator and influencer in the consumers iPhone buying
process.

Organizing and sponsoring events and shows are also one of the marketing strategies
done to promote the iPhone series.[13] In 2007, Steve Jobs made an announcement in
MacWorld Expo regarding the first iPhone thats about to be launched. [14] This was one of
the very first stepping stone that made consumers aware of the new iPhone. The following
year, Apple became a signature sponsor for the American Idol TV shows acquiring
exclusive audio and video performance download rights. Subsequently, Idol downloads
were made only available on Apples iTunes store which is accessible through the iPhone. On
the show, iPhone became the shows official hand phone. [15] In early 2017, Apple signed an
exclusive partnership with the German football team, Bayern Munich to step up its music
streaming service. This partnership will see Bayern players and staffs curate playlists and
generate unique content for Apple Music such as football-related videos and interviews. So,
how does this deal help to market the iPhone series? Simple, Bayern Munich is one of the top
football clubs in the world with millions of fans that would love to watch their favorite
players football videos and interviews. [16] To do so, they need an Apple device as iTunes is
only available on such devices. Hence, being an Apple device, iPhone would be one of the
choices among the fans-become-consumers. In May 2015, Apple sponsored the Met Gala, the
fashion industrys biggest party of the year. The Met Gala and the exhibition were called
Manus x Machina: Fashion in an Age of Technology. The event was co-hosted by Apples
design chief, Jonathan Ive along with singer Taylor Swift, actor Idris Elba and the Vogue
editor-in-chief Anna Wintour. Apple has a passionate and loyal fan base with an appreciation

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for design, thus sponsoring a design orientated fashion party would keep the fans more
attached to their Apple products and help Apple raise the design standards of the upcoming
Apple products such as the iPhone series which will lure in more customers. [17]

Consumers play a vital part in communicating the brand message presented by Apple
through iPhone. Since the very beginning of the first iPhone series, the number of consumers
using iPhone has increased tremendously over the years. Satisfied customers help promote
the iPhone by word of mouth to the potential consumers. Other than that, loyal fans are part
of the promising consumers that are willing to upgrade to the newer iPhone series whenever
its released. This guarantees that Apple always has a market to sell their iPhones. Besides,
Apple collects feedback from the consumers to further enhance the iPhone standard
according to the customers need. iPhone is designed based on target market. The same series
will be released in two different sizes to suit the consumers preference. This attracts both the
small-size loving party and also the big-screen crazed people. Apple designs its message and
delivers it to the potential customers portraying the mightiness of iPhone but still being the
easiest smart phone to be used even by a kid.

DELIVERING THE BRAND PERFORMANCE

Voice of the customers does speak a lot when it comes to customer testimonials for
branding and image management of the company. Apple has a unique way to engage with its
customer through customer service. Few of its engagement models are providing
customization in terms chat online, SMS/ email service, phone call, set up a repair, and host
of complimentary service being designed for its customers. One of the Apple Inc objectives is
to obtain products and services within time frame, at a cost providing the best value to the
customers and shareholders [18]

1.) Direct Contact models:

It gives a scope of choices to clients to associate; by means of calling the client

benefit group accessible every minute of every day, can talk on the web or can send an email.
All the administration will give a dynamic and special iPhone client benefit involvement. The
distinctive methods of contact are customized to the way of criticalness and use limit of the

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client benefit group. A client lost his/her iPhone can unquestionably ring the client benefit
and reestablish all the data of the lost iPhone or even can bolt the iPhone to secure the
information. Crisis administrations are constantly welcomed with quick help; there are
circumstances where the client is confronting some issue with the telephone ease of use or
applications, surely, they are encouraged to contact the client benefit group over a call. [19]

Figure 3: Direct Contact Model

2.) Apple Customer Support Chat:

Once in the while, the customer is stuck over an issue of finding a store or locates a
repair shop or even searching for an upgraded version of an application, can touch base with
the customer service over a chat online service. This saves time and would be hassle free.
Moreover, the customer can view the conversation in chat history for any future reference.
Online chatting is very significant where in the team gets an opportunity to market its brand
by providing knowledge to the customer through sharing a link to any development of any
application feature or the new product launch. This helps to increase the customer lifecycle
engagement with the company.

Figure 4: Apple Customer Support Chat

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3.) Via email:

However, to share a feedback or escalate an issue, its obvious to document the fact
and represent it to the escalation. An email would be a right fit. A customer can address to
multiple contacts and representative where in the issue will be taken urgently for a faster and
lasting resolution. Its also beneficial for the Apple Company to understand the level of
customer service and provide remedial measures to enhance its level of service.

4.) Repair service :

The Functioning of iPhone is not proper due to the damaging of iPhone. Apple has its
authorized service centers to cater the repair of the iPhone. All one need to do is contact the
customer service team and they will route the customer to the retail shop located near to the
customer. The customer service team will also provide the information of the retail shop
timings and might pre-book a slot so that the customer does not have to wait in the queue.
Apple plans to launch proprietary machines which can repair cracked glass on iPhones [20].
The machines will roll out to 400 authorized third-party repair centers in 25 countries

5.) Customer Satisfaction and delight:

According to findings [21], the empirical data obtained from research study reveals
that the comparisons between the two leading brand in Smartphone (Samsung and Apple)
indicate that Apple has 58.6% respondents while Samsung has 45.3% respondents, implying
that Apple has more brand users than Samsung. An interesting observation made in this
report is that a large number of Samsung users 42.6% agreed that Apple is a strong brand
while 13% strongly agreed. The number of Samsung users who disagreed that Apple is a
strong brand was only 14%, from the empirical data exhibit that Apple Smartphone users are
highly satisfied with the product and would recommend it to their friends. Respondent were
asked if they would recommend their Smartphone brand to their friends, 86.5% confirmed
that they would (48.7% strongly agreed, 37.8% agreed) while 10.1% are Indifference and 3.3
% would not recommend it to their friends (2.5% disagreed, 0.8 strongly disagreed).

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LEVERAGING THE BRAND EQUITY

As we know, iPhone is one of the best products designed and marketed by Apple Inc.
they run Apples IOS mobile operating system. Apple has released ten generations of iPhone
models, each accompanied by one of the ten major releases of the iOS operating system. The
original first generations of iPhone was a GSM phone and established design precedents,
such as a button placement that has persisted throughout all releases and a screen size
maintained for the next four iterations. [23]

The iPhone 3G added 3G network support, and was followed by the 3GS with
improved hardware, the iPhone 4 with a metal chassis, higher display resolution and front-
facing camera, and the 4S with improved hardware and the voice assistant known as Siri.
The iPhone 5 featured a taller, 4-inch display and Apple's newly introduced Lightning
Connector. [23] In 2013, Apple released the iPhone 5S with improved hardware and
a fingerprint reader also known as touch id. Then, the lower cost iPhone 5C, a version of
iPhone 5 with coloured plastic casings instead of metal. [23] They were followed by the
larger iPhone 6 and iPhone 6 Plus in 2014, with models featuring 4.7 and 5.5-inch displays.
[23] The iPhone 6S was introduced the following year, which featured hardware upgrades
and support for pressure-sensitive touch input, as well as iPhone SE which featured hardware
from the 6S but the smaller form factor of the 5S. This is because 5S design got highly
demand across the world. [23] In 2016, Apple launched the iPhone 7 and iPhone 7 Plus,
which add water resistance, improved system and graphics performance, a new rear dual-
camera setup on the Plus model, and new colour options, while removing the 3.5 mm
headphone jack found on previous models of iPhone.

From this series of iPhone from 2007 until now is line extension from Apple Inc to
leverage iPhone product by using same product but upgrade their features and insert newly
technology for smartphone into iPhone. That why iPhone is one of best smartphones in the
world for a decade.

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 Figure 5: iPhone Series

Despite been true innovator and customers are willing to pay a high premium for
quality, design and features of iPhone. But Apple doesnt make all its devices on its own.
Apple also make cooperation with some others company to produce their devices. There are
some companies that cooperate with Apple such as ADI based in Norwood, MA. [22] It
provides the capacitive touch screen controllers for the iPhones and the Apple watch. It
supplies these components from Ireland, Philippines, and U.S.-based facilities. [22] There
are rumours that ADI also provide the much anticipated 3-D touch feature in iPhone 6S. After
that is Glu Mobile. Glu Mobile doesn't supply Apple with hardware but is a major provider of
iOS apps and mobile games. Valuewalk reports that Glu Mobile makes 64% of revenue
from Apple, implying its major dependency on Apple. [22] Jabils manufacturing facilities
which based in China, and it is listed on the NYSE supplies phone casings for Apple. Jabil
also makes a wide variety of electronic and manufacturing devices like computer numerical
control tools and medical device miniaturization, and it also provides services such as
product ideation, design, development and creation. [22]

Despite this diversified set of products and service-lines, Jabil reportedly relies on
Apple for approximately 20% of the business. Another company is Texas Instrument. [22] TI
serves Apple through its multiple facilities spread across Taiwan, the U.S., Malaysia, Japan,
Mexico, the Philippines, the United Kingdom, Germany and China. For iPhones and iPads, it
supplies the touchscreen controller, power management chip, and a control device. For
memory module, Apple cooperates with Micron Technology. [23] Micron and
its subsidiary companies, like Elpida Memory, are based in multiple locations across the U.S,

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Taiwan, Singapore, China and Japan. [22] They supply various memory modules like
DRAM, LPDDR3 and LPDDR2 for Apple devices. These modules are used by smartphones
and electronic devices to efficiently multitask and run various applications. The recent iPhone
6 uses LPDDR3. There are many more companies that cooperate with Apple as a supplier.
Apple is known to maintain one of the best managed supply-chains in the world.

Apple uses brand extension to make them more creative and innovative. iPad, iPod
and Apple Smart watch are example of their branding extension. [24] The presentation of the
sophisticated iPhone in year 2007 again was a category extension of the Apples product
categories because Apple had never been dynamic in the mobile phone market. Furthermore
the company presented various latest products in every category such as iPod shuffle that part
to a line extension. Before the iPod, Apple just sold computers. [24] Extending to portable
music players was a good fit because their laptops already provided portable devices that
emphasized creativity. [24] But at this time, jumping from laptops to cell phones would have
been a step too far. Once the iPod had become successful, the overall Apple brand included
small, handheld devices allowing them to further extend in this space, hence the iPhone. The
same could be said for the iPad. Jumping from an iPod to an iPad would have been too much
of a stretch, but having the iPhone and iTouch in between made a tablet product a logical next
step. Each new Apple product is the logical next step that also paves the way for the step after
that. Brand extension enhanced the overall Apple brand and each new product was a step on
the path toward creating a master brand about lifestyle entertainment. The launch of the
iPhone improved the brand for iPods and laptops too. [25]

Figure 6: Apple Products

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 In the present day Apple provides a synchronized, harmonized as well as integrated
consumer experience all over the companys main devices, Mac, iPhone and iPad, utilizing
iCloud as the digital hub. It is on the procedure of prolonging this experience outside the
companys controlled setting through presenting deep integration with social media network
such Twitter and Facebook on iPhone, Mac and iPad.

3.0 CASE STUDIES

Case studies of 4 mobile phone brands (iPhone being the main comparison) were
compared to describe the approach for brand building adopted by them. In a way to attract
customers and keep the product in the market. The data collected were based on the
references and thoroughly analyzed. The following suggested through case studies reinforced
the proposed PDCL model for brand building.

Table 1: Brand-building characteristics

BRAND Samsung Galaxy S8 LG G6 G5 Plus
ATTRIBUTES Plus
Positioning the 160mm x 73mm x 149mm x 72mm x 150mm x 74mm x
brand 8.1mm in size 7.9mm in size 7.7mm
Aluminium glass build Aluminium glass build Aluminium plastic
in material in material build in material
12MP back and 8MP 13MP back and 5MP 12MP back and 5MP
front camera front camera front camera
Snapdragon 835 octa Snapdragon 821 quad Snapdragon 625 octa
core 2.3GHz processor core 2.35GHz core 2GHz processor
processor
Communicating "Unbox Your Phone" "The Big Screen That "A New Value
the brand campaign, the Fits in Your Hand" Champion"
message promotional videos advertising campaign advertising
which titled- Whale, campaign
Astronaut and Lantern

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 Lungile Radu, Lira are DJ Karla Aguas, Justin Bieber,
among Samsung icons basketball star LA Megan Fox are
Tenorino are among among G5 Plus users
LG G6 icons
Organize Event : Start Organize Event : Organize Event :
Time, Live Blog and Showcase and Live Showcase at MWC
Where to Stream Stream 2017
Very high demand on High demand on High demand on
consumer consumer consumer
Delivering the A new standard for Product performance Good performance
brand better performing same or better than and still the best
performance phones; apps launch Samsung galaxy S8 budget phone
faster and battery life is but with cheaper price
longer
Comes out with Has the Product Has Motorola
Premium Care Support Mobility Help &
Support
Customer Satisfaction : Customer Satisfaction Customer
killer display, great : Good performance Satisfaction :
performance and Bixby and cheaper than Smooth performance
delights Samsung galaxy S8 and very cheap
Leveraging the Samsung wanted By increasing the Motorola re-entered
brand equity customers to think of height of the screen the phone market in
Quality, specification rather than just India after it became
and build up the brand stretching it a Google-owned
up to the lifestyle and diagonally, LG has company, the
features differentiating created a phone with primary focus for the
from other very manageable Moto phones was on
manufactures width that doesn't user experience.
sacrifice the ability to
display a lot of content
at once.

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 Graphic element of LG has developed Just like other Moto
galaxy to the visual of extended landscape phones the Moto G5
the brand logo, so that modes for some of its and the Moto G5
consumer remember other apps, too; Mail Plus also use vanilla,
easily and persisting and Calendar each aka almost
brand name so that benefit from having unmodified Android.
brand familiarities side-by-side panels, In this case, the two
exists though Google's phones are using
included equivalents Android Nougat.
are simply stretched
wider.
"Galaxy in your hands" LG also consulted The two phones not
states whole world in with Pantone on a only succeed the
your hands; implying "natural vivid" colour popular Moto G4
stay connected to most palette for the UX, and and the Moto G4
important people and created an algorithm to Plus in terms of their
receive updates from crop or frame third- positioning but also
them and user can use it party app icons for a bring a more
to the core and benefit more uniform style. premium design and
out of it the most feature set to the
Moto G series.

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4.0DISCUSSION

Based on the PCDL model analysis made on Apple Inc.s iPhone series, it is
acknowledgeable why the smartphone series is a top contender in the mobile industry.

To position the iPhone series in the market, Apple Inc. took a different approach by
introducing a smartphone series that fits into ones palm comfortably with a non-expandable
internal storage. This gave opportunity for Apple to sell phone with bigger storage for
significantly higher value. Each iPhone generation is released with powerful specifications to
increase its fan base. Important changes are made to the new generations according to the
latest trend to stay competitive in the market. For instance, the screen size of an iPhone which
has never been beyond the 4-inch mark was increased to 5.5-inch starting from the iPhone 6
generation and later generations to cater the size-demanding market. The decision was proven
to be right when the demand was hiking and more sales were made. RAM upgrades, higher
screen resolution, newest OS and greater camera quality are some of the feature upgrades that
can be noted on each iPhone series. Consistency in providing latest smartphone with newest
upgrades has helped Apple to position the iPhone series in a top place among the competitor.
As Apple brand personality is about simplicity and the removal of complexity from peoples
lives, Apple has always lived up to its people-driven product design mission. Consumers
comfort in using an iPhone is a top priority; hence the feedback from them is always heard
and analyzed by Apple Inc. for the betterment of the upcoming iPhone series.

In communicating the brand message, variety of methods has been explored by

Apple Inc. to promote and market the iPhone series. Lots of advertising campaigns was made
by Apple to attract more customers. In these campaigns, iPhones superior performance and
quality are always highlighted to make sure the impacts made by these campaigns are long
lasting. Tv commercials and videos in social medias are some of the methods of delivering
the advertisement. One key feature that is associated with each iPhone generation is the
slogan. Each generation has its own slogan to distinguish themselves from its predecessors.
Slogan association helps customers to remember that particular generation more and the
tagline is seen as an identity establishment. Apple is known to have very little celebrity
endorses for the iPhone series as according to the company; iPhone is regarded as the
celebrity itself. iPhone is deemed as a status symbol, thus owning one will make the

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particular persons status standings to rise. This is the reason why lots of celebrities and
famous people are seen to own an iPhone although technically they are not endorsing that
particular product. Other initiatives undertaken by Apple include sponsoring and organizing
events/shows to promote iPhone. Being able to sponsor a big event gives the image of a well-
established company and thus increases the trust of customers into buying products of this
company. Loyal consumers are part of the reason why iPhones customer base is keep
increasing. Consumer that keeps upgrading to newer generation without switching to other
smartphone brands uplifts the fact that the quality exhibited by iPhone series are of top-notch
and promising.

Service over phone call Online based

Anytime, Any problem Hassle-free and time
Ease of access and saving
convienent Apple Chat history
Direct available for future
Customer
Contact reference
Support
Models
Chat

Via Email Repair

Service
Reliable Replacement &
Easier documentation Repair service
Address multiple contact Warranty claim
simultaneously Accesories purchases

Figure 7: Methods of Delivering the Brand Performance

The above model demonstrates various methods of delivering the brand

performance provided by Apple Inc. for its iPhone series. This gives the consumers the
choice to pick the service thats most convenient to them. Reliable after-sales services are the
key feature that attracts more customers into buying an iPhone. Apple Inc. has given the best
service since its debut into the smartphone industry and continues to do so till today.

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 Table 2: Top 5 Smartphone Vendors in Malaysia
While smartphone shipments were generally on a decline on a yearly basis, in the last
3 months of 2016, smartphone shipments picked up. Samsung took first spot, taking up
32.8% of the market share, followed by Apple (13.1%). In Malaysia it seems Samsung is
more famous than iPhone brand.

The study shows of American Customer Satisfaction Index independently measures

customer satisfaction with top-selling smartphone brands available to U.S. consumers. The
customer satisfaction benchmarks are based on randomly sampled interviews with current
smartphone users. The study expands ACSI coverage of the cell phone industry to provide
ACSI clients with detailed customer satisfaction data at the brand level for the rapidly
growing smartphone market[1], it shows that the iPhone 7p plus has higher satisfaction value.

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 Table 3: Smartphone Customer Satisfaction 2017 in America

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 10 generations of iPhone accompanied by 10 distinct IOS
Each generations are released with upgrades and latest features
Packs powerful specifications with additional new technologies
Line
Changes are also made to the accesories sold together with iPhone.
Extension

ADI - supply capacitive touch-screen controllers, 3D Touch feature for iPhone 6S

GLU Mobile - supply iOS apps and games
JABIL - supply phone casings
Brand TEXAS INSTRUMENTS - supply touchscreen controllers, power management chips
Alliances or and control device
Associations MICRON TECHNOLOGY - supply memory module

Other products are produced as iPhone's siblings to increase the family heritage
and glamour
iPods, iPads, Ear pods, Apple smart watch, etc.
Brand The integration allows additional functions to the iPhone and hikes its capability
Extension
Each new Apple product is a logical next step that also paves the way for the step
after that.

Figure 8: Leveraging Techniques

The figure showcases the leveraging techniques undertaken by Apple Inc. to market
the iPhone series to the potential customers. Changes are consistently made to the existing
products resulting in a new innovative product that stands more chances of sustaining in the
competitive market. Apple associates with other companies to produce the iPhone. This
integration allows the fame of that individual companies and its customer base to assist
Apples iPhone to succeed in the market. The brand is extended by manufacturing other
products that expands the market reach of Apple Inc. Ear pods and smart watches are some of
the products that are sold to increase the demand of iPhone.

Speaking of competitors, the closest to iPhone would the latest Samsung Galaxy S8
Plus, LG G6, and Motorola G5 Plus. Each phone is different in its own way but somewhat
similar when smartphone purpose is what were looking at. The processor that runs the phone
is what differentiates iPhone from these competitors. All three competitors run on
Snapdragon processor with varying speed whereas iPhone is built with Apple Incs very own
processor, the latest being the Apple A9. Uniqueness never fails to attract people, thus it is
understandable why iPhone has a larger fan base. In promoting the smartphones, it is notable
that almost similar methods are being practiced by these companies. Ad-campaigns, celebrity

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endorsers, and event sponsoring are some of the methods practiced. Nevertheless, iPhone still
differentiates itself from these common techniques as iPhone does not have celebrity
endorsers unlike its competitors. A different approach was made by introducing the iPhone as
the celebrity itself. How the product is being delivered to the customers is what decides
whether customers are able to purchase the product with ease or otherwise. Considering that,
Samsung, LG, Motorola, and Apple have lots of methods in common like service centers,
online chat and etc. However, the quality of these services is where the iPhone manufacturer
beats the other competitors. For instance, damaged iPhone while under warranty gets a one-
to-one replacement whereas Samsung and the likes will only repair and give the same phone
back. Moreover, iPhone comes with a 90-day free telephone technical support. Various ways
has been tackled by these smartphone manufacturers to leverage their phone brand equity.
Samsung focused on quality and specifications, LG made significant changes to the screen
size whereas Motorola was keen on the user experience. Above all, Apple focused on all of
these mentioned aspects and produced newer generations of iPhone thats an all-rounder.
Comparing the first generation iPhone with the latest iPhone 7, lots of drastic changes and
significant improvements can be noted. Larger screen size, better quality with latest
specification and greater user experience was achieved by iPhone line extension. Apple Incs
forward thinking vision was probably the main reason behind its success in marketing iPhone
series and achieving great success.

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5.0 CONCLUSION

First, by analysing the positioning of brand for these four smartphone it is clear that
smartphone Samsung Galaxy S8 Plus is better than others. It has balanced camera resolution
which is 12MP for back camera and 8MP for front camera. Although LG G6 has better
resolution for back camera which is 13Mp, but the resolution for front camera is quick low
which is 5MP. The now days trend is people love to take selfie; they use front camera more
frequent than using back camera. Thus, people will more likely to choose smartphone that has
high resolution for the front camera. Besides that, in terms of sizes, the size of Samsung
Galaxy S8 Plus is way bigger compare to other 4 smartphones. Apart from that, the Samsung
Galaxy S8 plus has better processor than other android smartphones. While, IPhone has its
own system which is very unique It is powered by quad-core Apple A10 Fusion processor
and it comes with 3GB of RAM. The phone has choices of 32GB, 128GB and 256GB of non-
expendable internal storage.

In the way of communication, iPhone come out with a very unique way and style.
Apple is known to have very little celebrity endorses for the iPhone series as according to the
company; iPhone is regarded as the celebrity itself. iPhone is deemed as a status symbol, thus
owning one will make the particular persons status standings to rise. This is the reason why
lots of celebrities and famous people are seen to own an iPhone although technically they are
not endorsing that particular product. Compare to the other smartphones, they have their own
celebrity to help in branding their smartphones. Apart from that, loyal consumers are one of
the reasons why iPhones customer base is kept increasing. Consumer that keeps upgrading to
newer generation without switching to other smartphone brands uplifts the fact that the
quality exhibited by iPhone series are of top-notch and promising.

From American Customer Satisfaction Index, study shows the customer satisfaction
with top-selling smartphone brands available to U.S. consumers. It shows that iPhone 7 plus
has the most satisfaction value compare to the other brand. However that is no significant
value for LG G6 in America, as it still new there. In contrast, the user of Samsung brand is
higher compare to the iPhone in Malaysia. This is because Samsung is cheaper than iPhone
and has a good quality in it. Thus, Malaysia tends to buy Samsung more than brands as the
price is equal with the standard of the brand. Each brand has deliver a quite satisfactory

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customer service and it is hard to choose which one is better. Every brands keep their
reputations by delivering a good customer service.

In terms of leveraging, every smartphone has its own style. Samsung wanted
customers to think of Quality, specification and build up the brand up to the lifestyle and
features differentiating from other manufactures. While for LG, they increase the height of
the screen rather than just stretching it diagonally, LG has created a phone with very
manageable width. Motorola re-entered the phone market in India after it became a Google-
owned company, the primary focus for the Moto phones was on user experience. What have
made them to be different are the all three competitors run on Snapdragon processor with
varying speed whereas iPhone is built with Apple Incs very own processor and because of
that the customers are willing to spend their money to buy the iPhone despite of the high
price.

As a comparison of the four types of smartphone, namely iPhone, Samsung, LG and

G5, were established based on the PCDL model. From the four smartphone chosen, iPhone is
the main model to compare their PCDL with the other three models respectively. It seems
that every smartphone has their advantage and disadvantage. Even though the number of
Androids user specifically Samsungs user are higher than iPhone but the finding shows that
the iPhone has higher popularity in terms of customer satisfaction.

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6.0 REFERENCE

[1] Timeline of Apple "iPhone" Rumors (1999-Present) | FierceWireless, FierceWireless,

2006. [Online]. Available: http://www.fiercewireless.com/wireless/timeline-apple-iphone-
rumors-1999-present.
[2] R. Ritchie, History of iPhone: Apple reinvents the phone, iMore, 2017. [Online].
Available: https://www.imore.com/history-iphone-original.
[3] Marketing Minds | Apple's Branding Strategy, Marketing Minds, 2017. [Online].
Available: http://www.marketingminds.com.au/apple_branding_strategy.html.
[4] iPhone, Apple iPhone price, specifications, features, comparison, NDTV Gadgets 360.
[Online]. Available: http://gadgets.ndtv.com/apple-iphone-761.
[5] Apple iPhone 7 Plus price, specifications, features, comparison, NDTV Gadgets 360,
2016. [Online]. Available: http://gadgets.ndtv.com/apple-iphone-7-plus-3767.
[6] Romain Dillet. (2017, Jan 30). Apples new Shot on iPhone billboards were all shot
during the same night [online]. Available: https://techcrunch.com/2017/01/30/apples-new-
shot-on-iphone-billboard-ads-were-all-shot-during-the-same-night/
[7] iSpots.tv.Inc (2017). Apple Tv Commercials [online]. Available:
https://www.ispot.tv/brands/7Q4/apple
[8] Will Burn. (2016, Oct 18). Apples Practically Magic advertising campaign feels more
like a slight of hand [online]. Available:
https://www.forbes.com/sites/willburns/2016/10/18/apples-practically-magic-advertising-
campaign-feels-more-like-a-sleight-of-hand/#15e4204f217c
[9] Florin T. (2014, Dec 7). The evolution of Apples iPhone from 2007 to 2014 [online].
Available: http://www.phonearena.com/news/The-evolution-of-Apples-iPhone-slogans-from-
2007-to-2014_id63591
[10] Apple Inc. (2017). iPhone 7 [online] Available: https://www.apple.com/my/iphone-
7/?afid=p238%7CsPfuuelCN-dc_mtid_20925r5244932_pcrid_169958736416_&cid=wwa-
my-kwgo-iphone-slid-
[11] Tim Nudd (2012, Apr 23). 34 Apple commercials starring celebrities [online].
Available: http://www.adweek.com/creativity/34-apple-commercials-starring-celebrities-
139792/

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[12] Chris Matyszczyk (2015, Sept 19). Yes, thats Selena Gomez in the new Apple iPhone 6S
ad [online] - https://www.cnet.com/uk/news/yes-thats-selena-gomez-in-the-new-apple-
iphone-6s-ad/
[13] DNA (2012, Dec 4). Madhuri Dixit launches own mobile application [online].
Available: http://www.dnaindia.com/entertainment/report-madhuri-dixit-launches-own-
mobile-application-1773403
[14] Peter Cohen (2007, Jan 9). MacWorld expo keynote live update: Introducing the iPhone
[online]. Available: http://www.macworld.com/article/1054764/macworld-
expo/liveupdate.html
[15] Michael Schneider (2011, May 25). Apple inks sponsorship deal with American Idol
[online]. Available: http://www.huffingtonpost.com/2008/02/18/apple-inks-sponsorship-
de_n_87226.html
[16] Tony Connely (2017, Jan 31). Apple moves into sports sponsorship with FC Bayern
Munich partnership [online]. Available: http://www.thedrum.com/news/2017/01/31/apple-
moves-sports-sponsorship-with-fc-bayern-munich-partnership
[17] Jenni Avens (2015, Oct 15). Apple will sponsor the Met Gala, the fashion industrys
biggest party of the year [online]. Available: https://qz.com/523805/apple-will-sponsor-the-
met-gala-the-fashion-industrys-biggest-party-of-the-year/
[18] Maha. H, Critical analysis of using marketing strategies of branding Apple Inc, B.S.
dissertation, Business Administration (Marketing)., Wales Univ., 2012
[19] Admin (2017, June 16). Iphone Customer Care [Online]. Available:
http://www.iphonecustomercare.com/
[20] Staff Writer (2017, June 7). Apple Launching iPhone Screen Repair Machines - Report
[Online]. Available : https:// www.mybroadband.co.za/news/smartphones/214384-apple-
launching-iphone-screen-repair-machines-report.html
[21] Johnson, Katherine; Li, Yang; Phan, Hang; Singer, Jason; and Trinh, Hoang, The
Innovative Success that is Apple, Inc."(2012). Theses, Dissertations and Capstones. Paper 418
[22] S. Seth, "10 Major Companies Tied to the Apple Supply Chain (AAPL)", Investopedia,
2017. [Online]. Available: http://www.investopedia.com/articles/investing/090315/10-major-
companies-tied-apple-supply-chain.asp.
[23] IPhone, En.wikipedia.org, 2017. [Online]. Available:
https://en.wikipedia.org/wiki/IPhone#Production.

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[24] Brand Extension | Ben Wise on Branding, Benwisebranding.wordpress.com, 2017.
[Online]. Available: https://benwisebranding.wordpress.com/tag/brand-extension/.
[25] Branding Strategy of Apple | Marketing Slides, Sales-management-slides.com, 2017.
[Online]. Available: http://sales-management-slides.com/branding-strategy-of-apple/.

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APPENDIX A

GANTT CHART
7-Jun 9-Jun 11-Jun 13-Jun 15-Jun 17-Jun 19-Jun 21-Jun

Task 1 planned time

Task 1 actual time

Task 2 planned time

Task 2 actual time

Task 3 planned time

Task 3 actual time

Task 4 planned time

Task 4 actual time

Task 5 planned time

Task 5 actual time

Task 6 planned time

Task 6 actual time

Task 7 planned time

Task 7 actual time

Task 8 planned time

Task 8 actual time

TASK SEGREGATION
Tasks Person-In-Charge
Task 1 Positioning the brand Abul Fikri Arif bin Anuar
Task 2 Communicating the brand message Sasidevan A/L Munusamy
Task 3 Delivering the brand performance Irwan Nizam bin Ismail
Task 4 Leveraging the brand Equity Muhamad Amin Zuhair bin Mohd Shahfari
Task 5 Table Case Studies Mohamad Fariz Farhan bin Mohd Jaafar
Task 6 Introduction Abul Fikri Arif bin Anuar
Task 7 Discussion Sasidevan A/L Munusamy
Task 8 Conclusion Irwan Nizam bin Ismail

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 APPENDIX B

Meeting Minutes 1

Group Name & Number: Group 2 (iPhone)

Date of Meeting: 6/6/2017
Minutes Prepared By: Muhamad Amin Zuhair Bin Mohd Shahfari

1. Purpose of Meeting
First team meeting

2. Names of Attendees
Present: Abul, Fariz, Irwan, Sasi and Amin
Absent: -

3. Agenda
To brainstorm and share ideas on the product to be analysed
To finalize the idea about what product to be analysed
To divide task among group members

4. Meeting Notes
All members know what to be done for the first part of the assignment.
All members can start doing the given tasks starting tomorrow,

5. Decisions
We have decided among ourselves to do PCDL method analysis on a product which is iPhone
The contents of the report such as introduction, discussion and conclusion will be discussed on the
next meeting.
Citations are to be done in IEEE format

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6. Action Items
Action Assigned to Due Date Status
Positioning the Abul Fikri 13/6/2017 N/A
brand
Communicating the Sasidevan 13/6/2017 N/A
Brand message
Delivering the brand Irwan Nizam 13/6/2017 N/A
performance
Leveraging the brand Amin Zuhair 13/6/2017 N/A
Equity
Table Case studies Fariz Farhan 16/6/2017 N/A

7. Next Meeting
Date: 13/6/2017 Time: 8.00 PM Location: Upten foodcourt
Agenda: To discuss about next part of the report

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 Meeting Minutes 2

Group Name & Number: Group 2 (iPhone)

Date of Meeting: 13/6/2017
Minutes Prepared By: Muhamad Amin Zuhair Bin Mohd Shahfari

1. Purpose of Meeting
Weekly team meeting

2. Names of Attendees
Present: Abul, Fariz, Irwan, Sasi and Amin
Absent: -

3. Agenda
To discuss the next part of the report
To monitor the task given on the first meeting

4. Meeting Notes
All members except Fariz have done their first task on time and understood what the next task is all about.
Farizs first task has a longer due date and still ongoing as it is huge task

5. Decisions
We have divided the task for the next part of the report among our group members
Due date to complete the report and final meeting has been decided

6. Action Items
Action Assigned to Due Date Status
Introduction Abul Fikri 19/6/2017 Started
Discussion Sasidevan 19/6/2017 Started
Conclusion Irwan Nizam 19/6/2017 Started

Gantt chart Amin Zuhair 20/6/2017 Started

References & Fariz Farhan 20/6/2017 Started
Compiling

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7. Next Meeting
Date: 20/6/2017 Time: 8.00 PM Location: Upten foodcourt
Agenda: Finalize the report

Meeting Minutes 3

Group Name & Number: Group 2 (iPhone)

Date of Meeting: 20/6/2017
Minutes Prepared By: Muhamad Amin Zuhair Bin Mohd Shahfari

1. Purpose of Meeting
Weekly team meeting

2. Names of Attendees
Present: Abul, Fariz, Irwan, Sasi and Amin
Absent: -

3. Agenda
To finalize the full report about PCDL method on iPhone
To check and do some corrections on the report

4. Meeting Notes
All tasks has been done satisfyingly.

5. Decisions
Submit the full report possibly on Wednesday, 21/06/17

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6. Action Items
Action Assigned to Due Date Status
Positioning the Abul Fikri 19/6/2017 Complete
Brand & Introduction
Communicating the Sasidevan 19/6/2017 Complete
Brand message &
Discussion
Delivering the brand Irwan Nizam 19/6/2017 Complete
Performance &
Conclusion
Leveraging the brand Amin Zuhair 19/6/2017 Complete
Equity & Gantt chart
Table Case studies & Fariz Farhan 16/6/2017 Complete
References & (Table- Case Studies)
Compiling 20/6/2017
(References &
Compiling)

7. Next Meeting
Date: - Time: - Location: -
Agenda: -

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36 | P a g e MEMB322-Mechanical Design Process