Apple CBB Presentation Final
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Transcript of Apple CBB Presentation Final
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Apple, Inc.
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Personal Consumer
Organizational Consumer
Customer Relations
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Relationship Development
Value Retention Satisfaction
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Brand CommunityRelationship Development
Consumers Helping Consumers
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Reference Group AppealRelationship Development
“Now What” Ad
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Apple LoyaltyRelationship Development
166 Million FansWorldwide
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Products for EveryoneMarketing Concept
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Research
Segmentation|Targeting
Consumer Behavior
Branding|Positioning
Developing for the Consumer
Method to the Madness
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Research
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Getting to know John AppleseedResearch
Primary ResearchQuality Resource Associates
Quantitative and qualitative studies
Secondary ResearchJournal of Consumer Research: Apple = Creative
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SegmentationTargeting
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Apple’s CultureSegmentation & Targeting
The Evolution of Thinking Differently
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Apple’s SubcultureSegmentation & Targeting
Apple’s approach transcends gender, geography, age and race
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Education SegmentationSegmentation & Targeting
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Geographic SegmentationSegmentation & Targeting
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Education SegmentationSegmentation & Targeting Race SubcultureSegmentation & Targeting
Alternative Mac vs. PC ad
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Education SegmentationSegmentation & Targeting Age SubcultureSegmentation & Targeting
Generation Y
Teens
Adults
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“Like most trends among youth, it began with the cool hunters and early adopters telling everyone this would be the next big thing and it spread until it became a cultural phenomenon.”
Anastasia Goodstein
Education SegmentationSegmentation & Targeting Teen SubcultureSegmentation & Targeting
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Education SegmentationSegmentation & Targeting Social ClassSegmentation & Targeting
Targeting the Middle Upper Class
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The Affluent ConsumerSegmentation & Targeting
Not Products, But Digital ExperiencesFrom $49
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Consumer SocializationSegmentation & Targeting
iPod: The First Step to Owning a Mac
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Consumer Behavior
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Apple as an Acquired NeedConsumer Behavior
You could check your email on your computer...Or you could just buy an iPhone.
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Goal Structure for Buying an iPhoneConsumer Behavior
Feedbackreactions
Goal settingFormation of
a goal intention
Action Planning
Action initiation and
control
Goal attainment/
failure
My goal is to be cool.
To be cool, I must
buy an iPhone.
I must save up enough to buy
the iPhone.
Saving to buy
an iPhone
is worth it!
I have saved
enough to buy
an iPhone.
I am happy and extremely cool now
that I have my iPhone!
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Apple and FreudConsumer Behavior
Id, Superego, and Ego are interrelated to create gratification for the
Apple consumer
♥
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Apple and FreudConsumer Behavior
Superego Ego
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Cognitive Personality FactorsConsumer Behavior
Apple Users:
Visualizers
InformationSeekers
Thinkers
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Two-way Feedback
Emotional Advertising AppealConsumer Behavior
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Apple’s Hierarchy of SkepticismConsumer Behavior
Flight of Developers
Product StrategyS t a b i l i t y
S u r v i v a l
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Maslow’s Self-ActualizationConsumer Behavior
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Consumption BehaviorConsumer Behavior
People of all shapes colors and sizes
Love Apple....and usually only Apple.
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Self and Self ImageConsumer Behavior
Macbook Air: Status Symbol
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Apple User’s PersonalityConsumer Behavior
Apple Users:
Sophisticated
TechnologicallySavvy
Creative
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Values from the Rokeach SurveyConsumer Behavior
TerminalCheerful
IndependentImaginative
FreedomHappiness
Social Recognition
Instrumental
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Values Depicted in AdsConsumer Behavior
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Branding Positioning
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Brand PersonalityBranding & Positioning
Apple Word Association:
EnergeticFun
Creative Sophisticated
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Product PersonalityBranding & Positioning
Purchases Reflect Personalities
iPod Nano
Macbook Air
iPhone
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Attitude Toward the Ad ModelBranding & Positioning
Consumers are influenced by:19792006
Highly visual attention-grabbing ads
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Communication of:Example AdsBranding & Positioning
Joy FunSelf-CertaintyFreedom Individualism
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Resolving Two Conflicting Attitudes
Strategy of Attitude ChangeBranding & Positioning
Performance vs. Design
Smartphone iPhone
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Elaboration Likelihood ModelBranding & Positioning
Central Route to PersuasionUsed for technically sophisticated products
Peripheral Route to PersuasionUsed because of increased market penetration and awareness
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Communication TacticsBranding & Positioning
Informal SourcesWord of mouth
Formal SourcesPositive corporate image & top-notch service
Message CredibilityCareful media selection
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Advertising EffectivenessBranding & Positioning
iPod/iTunes Campaign
2003: Ad Age’s Marketer of the yearBudget: $125 Million
Result: Halo effect on Apple computers
Get attention and build awareness by resonating with the interests and
lifestyles of the target users
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Apple: A World BrandBranding & Positioning
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Universal AppealBranding & Positioning
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Gettinga Mac
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Opinion LeadershipGetting a Mac
Word of MouthInnovators
Friends & FamilyConsumers with tech
knowledge
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Apple Users are Opinion LeadersGetting a Mac
Apple Users
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Purchase BehaviorGetting a Mac
Trial PurchasesRepeat Purchases
Long-Term Commitment
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Gifting RelationshipsGetting a Mac
Intrapersonal
Interpersonal
Intragroup
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Relationship MarketingGetting a Mac
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