Transcript Sivarit & Jittiporn, Marketing & Advertisement

Presenters:
Sivarit
Sultornsanee (Tony)
Jittiporn Nagapradip
(Toey)
Instructor:
Lyra Riabov
History of Apple Company
- History of Company
- History of Company’s logo
- History of Company’s slogans
Case Study: Apple Company’s Marketing
- The Four P’s of Macintosh company
- Target market of Macintosh company
Summary
Reference
 Apple Company was born on April 1, 1976
 Steven Wozniak and Steven Jobs were cofounders.
The name "Apple Computer"
came from the music label of
the Beatles, Apple records
Company.
Steve Jobs came up
with the name in
early 1976.
In 1976, the first Apple logo was
designed by Ron Wayne.
In 1977, Jobs asked the art designer
Rob Janoff to design the new Apple
logo.
In 1997, Steve Jobs decided to drop
the multi-colored Apple logo and
replace it by a solid-colored logo.
 "Changing the world - one person at a time" -
(mid-1980s)
 "The computer for the rest of us" - (1984)
 "The power to be your best" - (1980s and
1990s)
"Think different" - (1997-2002)
 "I think, therefore iMac", based on René
Descartes famous line, "I think, therefore I am"
(Cogito ergo sum). (1998)
 "Everything is easier on a Mac" - (2002-)
CASE STUDY :
APPLE’S
MARKETING
Marketing
Marketing means
the movement of
goods and services
from manufacturer
to customer in order
to satisfy the
customer and
achieve the
company’s
objective.
The Four P’s of Marketing
Product
Placement
Price
Promotion
The Four P’s of Marketing
Product
Price
Placement
Promotion
Product is referred to goods or services
that a company wants to sell.
The Four P’s of Marketing
Product
Price
Placement
Promotion
• Involves research and development (R&D)
of a new product
• Research for the potential market
• Testing of the product to insure quality
• Introduction to market
The Four P’s of Marketing
Product
Price
Placement
Promotion
There’re 3 pricing option to charge for
the product:
»Above Market
»With Market
»Below Market
The Four P’s of Marketing
Product
Price
Placement
Promotion
The Price Comparison (Between MAC laptop and IBM laptop)
MAC Performance:
-15.2-inch TFT Display
1280x854 resolution
-1.5GHz PowerPC G4
-512MB DDR333 SDRAM
-80GB
$2,499.00
The Four P’s of Marketing
Product
Price
Placement
Promotion
The Price Comparison (Between MAC laptop and IBM laptop)
IBM ThinkPad R51
$1,999.00
IBM Performance:
-1.70 GHz
-Intel® Pentium® M 735
-512 MB SDRAM
-80 GB
-15.0" SXGA+ IPS (1400x1050)
The Four P’s of Marketing
Product
Price
Placement
Promotion
Placement involves getting the product to
the customer.
The Four P’s of Marketing
Product
Price
Placement
Promotion
A common channel of distribution
Manufacturer
Wholesaler
Retailer
Customer
The Four P’s of Marketing
Product
Price
Placement
Promotion
Promotion is communication between
buyer and seller.
Promotion can take many forms:
advertising in various media,
events, trade shows,
brochures,
and internet sites.
Here's to the crazy ones. The misfits. The rebels. The
troublemakers. The round pegs in the square holes. The ones who see
things differently. They're not fond of rules. And they have no respect for
the status quo. You can praise them, disagree with them, quote them,
disbelieve them, glorify or vilify them. About the only thing you can't do is
ignore them. Because they change things. They invent. They imagine.
They heal. They explore. They create. They inspire. They push the
human race forward. Maybe they have to be crazy.
How else can you stare at an empty canvas and see a work of
art? Or sit in silence and hear a song that's never been written? Or gaze
at a red planet and see a laboratory on wheels?
We make tools for these kinds of people.
While some see them as the crazy ones, we see genius. Because the
people who are crazy enough to think they can change the world, are the
ones who do.
The Four P’s of Marketing
The 4 items of marketing (product,
price, placement and promotion) work
together to develop a successful
marketing operation that satisfies
customers and achieves the
company’s objectives.
The Target Market
The group of
customers or consumers
who will probably buy the
product is known as The
Target Market.
The Target Market
• The element of marketing mix focus on
customer:
– Who is going to buy the product?
– What is the potential to sell this
product?
Who is going to buy the product?
Apple is a big and a very expensive
brand. Apple has positioned itself to a
certain type of customer:
- wealthy people
- innovators
- people with good jobs,
good lifestyle
- etc.
Who is going to buy the product?
To buy Apple’s product, it’s not just a
product. But the high price guarantees the
customer that they are buying an excellent
product with well designed
and top-notch quality.
What is the potential to sell this
product?
Because Apple has positioned itself to certain
type of customer that are wealthy people, innovators,
people with good jobs, good lifestyle, etc.
From the view of a
smart potential buyer
Apple’s product is a nice
and trendy product, the
price is secondary because
they don't talk about
money, they just have it.
Marketing Mix
The combination of the 4 P’s is known
as the marketing mix.
Product
Price
Customer
Promotion
Placement
Marketing Mix
The example of Apple’s marketing mix;
The Architect
Product: High performance PC.
Price: Above market.
Placement: Retailer, the Internet.
Promotion: TV ads, billboards
The Conclusion
As the result of work on the project we learned:
• The Marketing function.
• Four P’s.
• Decision process
• Target market.
• Marketing Mix.
• And about all we attained
an experience of studying
a big company’s marketing.
MARKETING
Arden, Marianne Mc Dougal And, “Marketng,” BUSINESS
CONCEPTS FOR ENGLISH PRACTICE
Heinle And Heinle, 1993
MARKETING
Vetrano, Joni, Et Al, “Marketing,“
TAPESTRY: LET’S TALK BUSINEE
Heinle And Heinle, 1995
THE KEY TO
ADVERTISING
Beglar, David And Neil Murray, “The Keys To Advertising,”
CONTEMPORARY TOPICS: ADVANCES LISTENING
COMPREHENSION
Pearson Education E L T, 1993
Apple Company
Resources
www.apple.com
www.hoovers.com
encyclopedia.thefreedictionary.com
www.theapplemuseum.com
www.duke.edu
www.osnews.com/story.php?news_id=3921
http://www.sfu.ca/~mvolker/biz/mktintro.htm#Introduction
Thank You.