Etude de Apple (document en anglais)

Apple is one of the companies whose marketing is the most recognized. The requirement and the intransigence of Steve Jobs are elements to explain why Apple Marketing is so original and creative, but they are not the only reasons. From the first years that Apple has started to turn a small company founded in a garage by enthusiasts into a giant computer microphone, Steve Jobs chose the best to take charge of its marketing, but it has always was the last decision maker to validate or not the country, always with the main requirement to keep it simple and original ("Think different"). Conventional have succeeded over the years, the mythical advertising with Big Brother to advertisements for iPod with dancing silhouettes.

One component that is sometimes overlooked in the Apple marketing is the product, which often has a prominent role: Apple treats the design of these products, and generally puts it forward in its communication. Apple's marketing is a specific marketing, near luxury marketing. To understand this is to analyze Apple's marketing mix evocative of this specific marketing.

First of all Apple products: we can say that Apple's products are high quality with a flawless finish and a sleek design they greatly resemble luxury goods. More than these specifications, Apple products are widely purchased for their design, and the image can convey the product (self-esteem). We practice before purchasing behavior from the world of luxury.

 Marketing Mix of Apple

The placement price of Apple products is just as significant a luxury marketing. Rates are high or very high, with a wide margin for Apple. In addition, product promotions are non-existent except for professionals or students, but these discounts are minimal.

Then sales promotion or advertising carried out by Apple is very close advertisements luxury , although having evolved with advertisements of Iphone 4 , we can see that the ads are very clean , very simple, very evocative and the product itself is shown in all its glory as a fashion item . It is presented as a unique and rare product.

Distribution for Apple products is a selective distribution. Apple has its own stores to sell its products and distribution network consists of electronics stores like Fnac but still reserving a specific space

Finally , an important point of Apple's marketing strategy , rarity. The American brand deliberately plays with reduced support for the expectation and desire stocks. Indeed , every new product launch , a week selling enough to clear out inventory and create frustration among those who arrived too late.

The basis of everything, for a company that operates in the international market as Apple is the local adaptation. This is actually an international segmentation (as McDonalds for example via the Mc Arabia or Halal products). Consumer expectations and Apple's market share vary by country. This is why communication must be differentiated.

During the life cycle of the product, Apple communicate with TV media. So far , no difference compared to other companies. However, before the release of the i -Phone , the Technorati website are over 308,000 tickets containing the term iPhone all languages including nearly 8,500 in french . Google says about 113 million results on the term " iPhone ."

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