CHAROTAR UNIVERSITY OF SCIENCE AND TECHNOLOGY

INDUKAKA IPCOWALA INSTITUTE OF MANAGEMENT (I2IM)

SUBJECT: CONSUMER BEHAVIOUR AND

TECHNOLOGY (MB 810.3)
TOPIC: CRITIQUING DIGITAL ADVERTISING FOR
APPLE

SUBMITTED TO
DR.GOVIND DAVE
MR. BINIT PATEL MBA 2018-20
SEM III
SUBMITTED BY
HONEY D SONI
18MBA114
INTRODUCTION
Founder Steve Jobs
Year of Foundation 1976, April 1
Computer hardware
Computer software
Consumer electronics
Cloud computing
Industry Type Digital distribution
Fabless silicon design
Semiconductors
Financial technology
Artificial intelligence
Headquarter California
Number of Location 500+ Retail Stores
Area Served Worldwide

Macintosh, iPod, iPhone, iPad, Apple Watch, Apple TV, HomePod, macOS, iOS, iPadOS,
Products
watchOS, tvOS, iLife, iWork, Final Cut Pro, Logic Pro, GarageBand, Shazam, Siri

App Store, Apple Arcade, Apple Card, Apple Music (Beats 1), Apple News+, Apple Pay (Cash),
Services Apple Store (Genius Bar), Apple TV+, iBook Store, iCloud, iMessage, iTunes Store, Mac App
Store
MEDIUM USED BY APPLE FOR DIGITAL
ADVERTISING

Facebook
Instagram
Twitter
You tube
STRATEGY USED BY APPLE

- Keep your Marketing Simple

Lifestyle Marketing Strategy
- Understand the Target Market
SEGMENTATION, TARGETING AND POSITIONING

Segmentation:
There are three major segments which Apple targets:
- It generally uses lifestyle segmentation as Apple is the most premium brand
out there.
- The segment is usually the urban population with enough buying power for
purchasing Apple products.
- These are people who are early adopters in life but the brand equity of
Apple is such that even laggards have started adopting the products.
Target Market:
In the Marketing strategy of Apple, it has three target groups:

- One is the music lovers who are targeted by the Apple Ipod and Itunes.

- Another target the professionals or even teenagers who are targeted for Apple Iphone,
Tablets, Macbook and other such gadgets which can be used by anyone, irrespective of age.

- And third is the crowd which can use their other products and services like Apple TV and
Apple Iwatch. They also use Ibooks, Apple pay etc.

Positioning:

Apple being the world’s number 1 brand has the topmost mind positioning and
there is no doubt that when someone talks about Smartphones or Laptop or
Tablets, Apple is the first brand that comes to mind maximum number of times.
CREATIVITY USED IN APPLE ADVERTISING

- Apple users started posted video on you tube named as “Unboxing

the Iphone” which helps Apple to make its customer base strong

- The advertisement of Apple is always eye catching and always

comes up with some innovation

- The message and target audiences are so clear in advertisement

which no other companies showed
FACTORS THAT INFLUENCE BRAND SWITCHING
BEHAVIOUR

• SCARCITY
• AUTHORITY
• SOCIAL PROOF
• LIKING