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OBJECTIVE, SCOPE AND

METHODOLOGY

Objectives

To find out the perception of people

toward Apple after Steve Job died

Brand image
Brand awareness
Positioning
Threat

To find out how people response to

iPhone 5

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Scope
The report will cover among MUIC students that are using
smart phone of any brand and have experience using iPhone
of any model

Methodology
The secondary data will be carried out by using the website
article that relate to Apple brand before and after the death of
Steve job.
For primary data, our group used questionnaire method

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INDUSTRY BACKGROUND

Firstly invented by Ericson in 1997

The term smart phone is still vague

Allowing the third party applications to run

Window, IOS and Android

INDUSTRY BACKGROUND

The common one is Symbian from Nokia

In year 2000, the market was ruled by Nokia

In 2006, this is the turning point

Internet was provided almost entire areas

Smartphone allows to perform various tasks

In 2007, Apple launched iPhone

MARKET SHARE OF SMART PHONES

APPLE BACKGROUND
-

1976, as computer company

To achieve stellar products and services

Be the main market leader in music players

Joined the phone industry with the iPhone

Market cap larger than Google & Microsoft combined

Steven P. Jobs >> the Apple's CEO

Current CEO >> Tim Cook

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CONSUMER ANALYSIS
Trends

The high-end models >> selling well

Many significant online stores

The gateway to ecosystem

Women >> white iPhone more

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CONSUMER ANALYSIS
Motivation

To listen the music

To communicate through social network
To use high-end technology
Feel trendy and technological wisdom

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CONSUMER ANALYSIS
Perception

Circle button below the screen is innovative

Large screen and have simple design
High quality >> smooth to touch
Primary i >> sound smooth and attractive
Sensation of being young and trendy

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CONSUMER ANALYSIS
Segmentation

One product for a particular purpose

Middle to high class and in the business of media and design
Lifestyles of the youth and middle age who living at the
locations
Using the internet and computers

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CONSUMER ANALYSIS
Behavior

To improve the image of customers

One part of their daily lifestyle

Take them wherever they go

Most men >> purchase iPod is a

necessity more than most women
believes

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BRAND ELEMENTS

Logo

Original
logo

1976-1998

1998-2000

Easy to recognize
Quality and innovative
One of the most valuable symbol

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2000-2007

Currently

BRAND ELEMENTS

Packaging
Appearance
Plain but unique
Black and White

Apple packaging team

Emotional response
First impression
Excitement

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BRAND ELEMENTS

Slogans
iPod classic
10,000 songs in your pocket."

iPhone 5
The biggest thing to happen to iPhone since iPhone

MacBook
"MacBook Air. The world's thinnest notebook."

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BRAND ELEMENTS

POPs
Technology:
Produce in the same manufacturer
(Foxconn Co.Ltd)
Use Samsung
technology
Brand touchscreen
Price
Price:iPhone 5

23,000

Samsung s3

22,000

Nokia Lumia

21,500

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BRAND ELEMENTS

PODs
Retail store:

Have its own retail store

(Applestore/iStudio)

ZEN concept
Friendly expert staf

CEO: Steve Job

Tim cook
Recognizable

Operation system:
Perfectly suit with all Apples product
iCloud
Reliable

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BRAND ELEMENTS
Marketing program
Steve Job show
Rumor through social media
www.macrumors.com
Restriction in software update
Forcing the customer to buy new model

Commercial showing the attribute of the

product

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APPLE BRAND PORTFOLIO

Laptop/ Desktop

MacBook Air
MacBook Pro
Mac Mini
iMac
Mac Pro

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iPod
iPod shuffle
iPod Nano
iPod Touch
iPod Classic
Apple TV

APPLE BRAND PORTFOLIO

iPhone
iPhone
2G
iPhone
3G
iPhone
3Gs
iPhone 4
iPhone 4s
iPhone5

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iPad
iPad 1
iPad 2
The new iPad
iPad mini

BRAND PORTFOLIO ANALYSIS

MacBook White
Launch to gain

customers

the market share of low-end market that

who have a low income can purchase this products

iPhone S type; iPhone 3GS, iPhone 4S

Apple Inc. launch these product type to gain more revenue from
customers because the past product is in the maturity period
To extend the time period of products while other brands do not
launch products
iPod Touch

To capture the market in portable music player

and movie player, which function is similar to
iPhone

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BRANDING STRATEGIES
Apple Inc. keep creating innovative product
Product features
Product Design
Product Uniqueness
Opening retail store in high-end district
Emotional Connect
Apple aims for loyal customers

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BRANDING STRATEGIES
Apple training manual
- Approach customers with a personalized warm welcome
- Probe politely to understand all the customers needs
- Present a solution for the customer to take home today
- Listen for and resolve any issues or concerns
- End with a fond farewell and an invitation to return

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SAMSUNG BRAND ELEMENT

Meaning three stars (powerful, everlasting)

Memorable, transferable, unique, and easy to protect

Able to extension the product categories

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SAMSUNG BRAND ELEMENT

LOGO

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SAMSUNG BRAND ELEMENT

SLOGAN

inspire the world create

the future
Vision and mission
Smart thinking. Simple living
The phone that does it all
Designed for Humans (Inspired by Nature)
Camera reborn

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SAMSUNG BRAND ELEMENT

PACKAGING

Plain and classic

Sense of elegant , high end product
Modern and attractive design
Feel excited and feel of value
Similarities
Strong competitive
Very similar theme and look

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SAMSUNGS BRAND PORTFOLIO

TV
Camera
Notebook
Memory
Accessories
Home

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POPS/PODS OF SAMSUNG
POPs
Try to launch new product
Try to cover the gap in the market
Try to gain competitive advantages (brand reputation)
PODs
Ultramodern product
Humanizing the product
Better user experience

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CURRENT MARKETING PROGRAMS

Superstars (representative) to increase brand
Media
Advertisement
Billboard
Poster (corner of many roads)

*gain lots of attention from targeted

consumers*

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NOKIA BRAND ELEMENTS

LOGO

Slogan

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NOKIA BRAND ELEMENTS

PODS & POPS
Point-of-Diference
Sustainable competitive advantage is its global reach accompanied
with a locally tailored presence
It is going to be hard for the competitors to enter a market like INDIA
where Nokia has established a strong presence
Durability and Battery endorsement
Point-of-Parity
With the new operating system, Window phone 8, Nokia shared the
same technology with HTC, Samsung, and Huawei
Pricing (Nokia Lumia) is slightly different with competitors like iPhone
5 and Galaxy S3

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NOKIA BRAND ELEMENTS

MARKETING PROGRAM

Advertising Through TVC, Bill boards, Outdoor Ads,

Radio and display stands

Personal selling By product training to Distributor

Event marketing

Premiums for loyal customers

Below-the-Line promotion

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QUESTIONNAI
RE
BRAND AWARENESS

Name the brand of smart phones you have

heard
Awareness Level

1% 3% 1% 1% 15%
13%
10%

20%

13%
13%

9%

Apple
Samsung
Blackberry
Nokia
HTC
Sony
LG
Google
Motorolla
Hoawei
I-mobile

GIVEN THE PICTURE BELOW, WHAT BRAND DO YOU THINK OF?

100%

100% recall the picture

Is the slogan of which brand?

Awareness
Don't know
Motorolla
Samsung
Apple
0

10 12 14 16 18 20

QUESTIONNAI
RE
BRAND IMAGE

To what extend do you feel the following product

characteristics are descriptive of Apple iPhone5?
Descriptive
4.5
4
3.5
3
2.5
2
1.5
1
0.5
0

Descriptive

How good or bad it is for Apple iPhone5 to

have the following product characteristics?
Favourability
3.95
3.9
3.85
3.8
3.75
3.7
3.65
3.6
3.55
3.5
3.45

Favourability

How unique it is for Apple iPhone5 in

term of following product
characteristics?
Uniqueness

4
3.9
3.8
3.7
3.6
3.5
3.4
3.3
3.2
3.1
3

Uniqueness

QUESTIONNAI
RE
BRAND RESPONSE

Do you think iPhone 5 is similar or

different to existing competitors?

Similar
Not fimilar

Similar = 36.67%
Not Similar = 63.33%

Similar in term of same

function/application with other
brands.
Not Similar in term of : iOS
Design
Application
Brand Image
Uniqueness
Innovation

IOS
Design
Application
Brand image
Uniqueness
Innovation

If you are considering buying new smartphone,

assume all the brand have the same price, how
likely would you buy the following brand
Brand response
10
9
8
7
6
5
4
3
2
1
0

Brand response

QUESTIONNAI
RE
BRAND RELATIONSHIP

If you are considering buying smartphones in 3

months, which brand are you interested?
Brand relationship
25
20
15
10

Brand
relationship

5
0

23 out of 30 of
the applicants
choose iPhone

Q15 Would you continue buying the next generation of

iPhone?

23.33%
Yes
No
76.67 %

QUESTIONNAI
RE
BRAND ASSOCIATION

WHEN YOU THINK OF IPHONE 5, WHAT

CAM UP TO YOUR MIND?
Fast

Expensive
13
%
Short
Battery

10
%

Tim Cook 10
%

Innovation 10
%
Steve Jobs 3%

15
%

Same as
iPhone4

15
%

25
%
Function/Desi
gns

QUESTIONNAI
RE
BRAND PERSONALITY

Q12 IF IPHONE5 IS A PERSON, TO WHAT

EXTENT DO YOU THINK IPHONE5 WOULD
HAVE THE FOLLOWING PERSONALITIES
Excitement
Unique

Young

Imaginative

Up to date
4.5

4.6

4.7

4.8

4.9

5.1

5.2

5.3

Total 19.99

Q12 IF IPHONE5 IS A PERSON, TO WHAT

EXTENT DO YOU THINK IPHONE5 WOULD
HAVE THE FOLLOWING PERSONALITIES
Sophistication

Good looking

Charming

Upper class

4.7

4.8

4.9

5.1

5.2

5.3

5.4

Total 15.54

Q12 IF IPHONE5 IS A PERSON, TO WHAT

EXTENT DO YOU THINK IPHONE5 WOULD
HAVE THE FOLLOWING PERSONALITIES
Competence/Capability
Leader

Technical

Intellegence

Reliable
4.4

4.6

4.8

5.2

5.4

5.6

The result from this question is that the competence of an

iPhone 5 is the most rated from respondents , which the
Total is

20.94

COMPETITOR ANALYSIS

Compete with many brands.

Technology, smart phones and computer industry

Diferentiate, modern design and products

3 main competitors in market; Blackberry, Nokia, Samsung and

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BRAND EQUITY
Judge Brand Equity since death of
Steve Jobs

Brand
Brand
Brand
Brand

Awareness
Image
Resonance
Relationship

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BRAND AWARENESS
Some parts of brand awareness are
strong
Everyone can recognize brand logo and
iPhone
Slogan is unknown but is an important
brand element
Recognition is high but recall is not,
Smartphones people think of
Samsung more, This would not have
been the case before, Salience is
slipping

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BRAND IMAGE
Overall Brand image is good
Strong, Favorable and Unique
Shows imagery and performance of the
product is good, and integral part of
brand equity

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BRAND RESPONSE
Apple still considered a unique
product Reinforce the slogan
People that are aware would
consider it as their favorite brand of
smartphone
When price is taken out of
consideration it is also considered
the favorite product
Samsung are gaining share and
Apple need to make sure this
doesnt happen

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BRAND RELATIONSHIP

Very strong brand

relationship
Most customers consider
buying next generation of
iPhone
Most customers would
consider iPhone

Apple have strong

behavioral loyalty

Our survey is just done for

iPhone but this will be
similar for most Apple
products. Consumers feel
they are part of Apple
Family

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RECOMMENDATIONS

Brand Recall low

Increase Advertising
efforts
Increase product range

Slogan unknown Important brand

element that is

relatable
Show slogan on
website and product
packaging

Invest in R&D to stay

ahead and create more
design appeal

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Be more wary of
competitors and create
branding plan
accordingly
Maintain core
competencies
Look outside for features,
such as Dropbox, Google,
Hotmail etc
Define and reach
customer base more
broadly and deeply

RECOMMENDATIONS
Build unbreakable customer bonds
Retail stores can give information on customers to
create bond
Create ideas and attention from customers
Be careful when engaging in lower end of the
market
Manage Brand exposure

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