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*BRAND HEALTH OF

APPLE PHONES.

HARSHAD HUMAYOON
RA1552001010079
SRM UNIVERSITY
INTRODUCTION*
Indian Mobile industry is a potentially growing segment
with a constant and regular increase in number of
player and turn over. The markets for Mobile phones are
one of the most turbulent today due to increased
Competition and changing consumer brand
preferences. Apple is a renowned company with strong
good will, high reputation and a large number of
satisfied and loyal consumers. It is a well - established
company and has already made its mark in the
consumer durable industry. Here I am dealing with the
subject Brand Health of Apple Phones
BRAND HEALTH*
A brand is a perception in its consumers minds. A
strong brand can command a premium price. This
power of a brand is measured using a technique of
marketing research Brand Health Survey. While
checking a brands health certain vital aspects are
captured such as how aware are people of the brand,
how do they perceive the brand, what do they expect
from it and from other competitors and whether they
intend on buying. Not only does it help in staying a
step ahead of competition, but it also quantifies the
effectiveness of marketing and advertising
campaigns.
APPLE PHONES*
At theMacworld conference & expoin January 2007,
Steve Jobs introduced the long-anticipatediPhone
The first generation I phonewas released on June 29, 2007.
Globally well established company.
The Company sells a range of :
software, services, accessories, networking solutions
and third-party digital content and applications.
PRODUCT PROFILE*
iPhone
iPhone 3G
iPhone 3GS
iPhone 4
iPhone 4S
iPhone 5
iPhone 5C
iPhone 5S
PRODUCT PROFILE*

iPhone 6
iPhone 6 Plus
iPhone 6S
iPhone 6S Plus
iPhone SE
iPhone 7
iPhone 7 Plus
OBJECTIVE OF THE STUDY*
Brand health survey on Apple mobiles.
To study the major competitors & market share of the
Apple smart phones.
To know the awareness level towards Apple smart
phones in terms of features, applications and services
etc.
To study the factors considered while buying the
Apple smart phones.
To know the satisfaction level of customers towards
Apple smart phones.
SCOPE OF THE STUDY*
This study is conducted to find the Brand Health of Apple
phones. The Brand Health study will help the company in
taking decisions regarding the promotional campaigns,
advertisement strategies and positioning strategies to build
more brand awareness among the consumers to compete with
other mobile companies. The task of this study is to deliver a
central idea about the company and the offering to the target
market. The company discovers different needs and groups in
the market place and introduces the product which satisfies
these needs. This study helps to find the targets of those
needs that it can satisfy in a superior way or not. The product
should be positioned well and the end result of it is the
successful creation of a customer focused value proposition.
RESEARCH METHODOLOGY*
RESEARCH DESIGN*
The study is a descriptive one, descriptive research studies are
those studies, which are concerned with describing the
characteristics of a particular individual, or a group. The main
aim behind the study was to identify the Brand Health of Apple
phones Through the study collect the opinion about the
customers of General public.
RESEARCH APPROCH
The approach used in the study is survey method. Research
approach includes online surveys through using questionnaire.
RESEARCH METHODOLOGY*
DATA COLLECTION
a) Primary data collection (questionnaire)
b) Secondary data collection (published reports,
newspaper, websites, journals,)
SAMPLING UNIT
In this study the sample unit is considered from the Mobile
phone users.
SAMPLE SIZE
The sample size of the study has limited to 110 respondents.
FINDINGS & RESULTS*
The study reveals that 64% of the respondents are male and 36% of the
respondents are female
When the hear about mobile phones 45% respondents shows apple has the brand
comes into there mind .
46% of respondents currently using apple phones.
From the toal responces 85% people have awareness about I phones.
From the survey 69% people responces shows that there most favourite brand was
apple.
56% of the respondents remember seeing apple adds recently on tv & magazines.
30% of the mobile users previously use apple pones before using there current
mobile phones.
Majority of reposndends(45%) choose apple has the brand they would like to buy.
24% of respondents preffered not to purchase apple phones.
78% of the Respondents had postitive responces about apple phones in the market.
FINDINGS & RESULTS*
81% of the respondesnts ready to pay little extra for apple phones
shoapkeers have recommended apple phones to 58% of the respondents.
49% of the respondents have recevied discounts and offers in Samsung whereas for apple just 38%.
Comparing samsung and apple phones,samsung lead 67% with shoap shelves display promotion
according to the respondents .
Apple phones are considers to be durable and easliy accessible.
Most of the people recommended apple phones to other mobile phone users.
Apple phones have high brand awarness and goodwill.
Study reveals most of the respondents will switch from one brand to other brands frequently.
From the study clear that most of the respondents are satisfied with the branding strategies of Apple.
SUGGESTIONS & RECOMMENDATIONS*
Concentrate in brand expansion of the I phones.
The brand name of the products should be frequently
advertised to the customers.
The company should use branding strategies like promotions,
advertisements, circulars frequently to fix the brand name of I
phone in the customers mind.
Discounts/offers should be given more to attract the
customers and to increase the sales. .
Advertisements of I phone should frequently display in all
places to know more about the brand name.
SUGGESTIONS & RECOMMENDATIONS*
The company should produce affordable low range phones for
the products when comparing to other competitors to
increases the sales and increase the reputation of the
company.
The stores should provide more efficient services to the
customers that make them to visit store regularly.
Improve the branding strategies than the competitors
branding strategies.
Maintain the quality of products &service and make available
in sufficient stock.
Need to increase the number of outlets.
CONCLUSION
From the study it has been found that most of the respondents
preferring the Apple phones though there is a great potential,
yet the company has to plan and form new Branding
strategies to suit the market conditions. Competition is stiff;
customers have become more aware of quality and they have
become more rational. Apple taking into consideration few of
the findings mentioned in the study, would help in many ways
to shape its portfolio and face the competition vigorously
moving from one to another, since there is no permanent
competitive in todays hyper competitive world. The company
has received favorable response from the research but there is
certain area to be improved.
THANK YOU.

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