Apple Inc.

The Journey from a

Garage to Infinity
A presentation by Antarik Anwesan, Divya Nangia,
Sakshi Shroff, Sunakshi Soni and Tanvi Dube
Madhu Bala Institute of Communication and
Electronic Media, GGSIP University, Delhi

About Apple

Marketing
Strategy

The Man behind

Apple

SIMPLE IS BETTER!!

MARKETING
STRATEGY

I. Brand Loyalty
II.Effective Advertisement
III.Ignore your Critics
IV.Turn the Ordinary Into Something
Beautiful
V. Justify your Price
VI. Communicate in the Language of
your
Audience
VII. Extend the Experience
VIII. Become the Name

Apples Own Ad
Agency

 The Media Arts Lab is a London

advertising agency like no other.
Based at a discrete address on Charing
Cross Road, it is thought to employ more
than 50 people but has only one client.
Finding information about the media arts
lab is not easy If you go to its website,
there is just a holding page with no
mention that this is even an ad agency.
The only clue that this might be a
business of some significance is that
there are phone numbers for offices in
London, Los Angeles, Tokyo and Beijing.

 Amazingly, there is no other detail, no postal

addresses, no names of staff - and certainly no
mention of its client.
The reason is that this client is surprisingly secretive
despite being one of the world's biggest and most
popular brands, famed for introducing
theiPhone,iPad,iPod, Mac and more.
But Apple could also behave in ways that other
consumer brands would not dream of doing - by
being arrogant and secretive, not using an external
PR agency, sometimes not bothering to respond to
journalists, and so on.

http://mediaartslab.com/

ITS
DIFFERENT!!

 Two characteristics made handling

Apple's advertising utterly different
from any other account: an obsession
with secrecy and an absolute autocracy
Steve had the same relentless focus on
detail on communications as he did on
his products. Every letter, every TV ad,
every poster that ran anywhere in the
world would be OK'd personally by
Steve.

 Ultimately, what stands out about

Apple's marketing is that so often it
is the product that is at the heart of
the campaign. That has made for
deceptively simple advertising that
celebrates the particular device,
without the use of gimmicks. The
product almost sells itself - think, for
example, of the iPod ads that
featured just dancing silhouettes and
pumping music.

APPLE RETAIL STORES

 Ron Johnson, the former Senior Vice President

for retail atApplewho just left to run JC
Penney this month, worked alongside Steve
Jobsto build the Apple Store to obvious
success while many brick-and-mortar stores
are struggling due to the growth of ecommerce .
Each Apple Store allows you to test drive any
product and load it with your own apps and
content, all while an employee guides you
through the process regardless of whether
you plan to make a purchase. Johnson said
that he took away commission incentives from
the sales associate position so employees
would focus on helping customers find the
right product "even if it's not an Apple
product."

I campaigns

Advertising strategy
Apple focused on many categories while considering its
advertising strategy. It took into consideration the location of
the people, the usage and demand for certain technological
updates but just like its first product in the beginning every
strategy boosted after a minor setback.

because the customer doesnt know what to expect

next, until we show it to them.
-Steve Jobs

Think Different
Apples one of the major, most successful
advertising slogan was Think Different.
It was started in 1997 for Apple Computers by
the Los Angeles office of advertising agency.
The words "think different" were created
by Chiat/Day art director Craig Tanimoto.
The text of the various versions of this
commercial were written by Rob Siltanen
and Ken Segall.

Television commercials
Significantly shortened versions of
the text were used in twotelevision
commercials, known as "Crazy Ones"
The one-minute commercial featured
black-and-white footage of 17 iconic
20th century personalities.

They were:
Albert Einstein
Bob Dylan
Martin Luther King
Mahatma Gandhi
The commercial ends with an image of a young girl
opening her closed eyes, as if making a wish.
The thirty-second commercial was a shorter version of
the previous one, using 11 of the 17 personalities, but
closed withJerry Seinfeld, instead of the young girl.
Another early example of the "Think Different" ads was
on February 4, 1998, months before taking the colours
out of the logo, where a commercial aired with
asnailcarrying anIntelPentium IIchip on its back
moving slowly, as thePower Macintosh G3claims that it
is twice as fast as Intel's Pentium II Processor.
Apple Steve Jobs The Crazy Ones - NEVER BEFORE AIRED 1997.flv

Steve Jobs said this to explain

the strategy behind the slogan
The minute that you understand that you can poke
life and actually something will, you know if you
push in, something will pop out the other side, that
you can change it, you can mould it.

Print Advertisements
Two steps:
Initially they were traditional
showcasing computers or electronics
with the slogan. They were published in
magazines like Newsweek andTime.
Gradually they featured a portrait of
one historic figure, with a small Apple
logo and the words "Think Different" in
one corner, with no reference to the
company's products.

Posters
Promotional posters from the campaign were produced
in small numbers in 24 x 36 inch sizes. They featured the
portrait of one historic figure, with a small Apple logo and
the words "Think Different" in one corner. The posters were
produced between 1997 and 1998. There were at least 29
different Think Different posters created.
In addition, around the year 2000, Apple produced the ten,
11x17 poster set often referred to as "The Educators Set",
which was distributed through their Education Channels.

The "Think Different" Campaign

proved to be an enormous success
for Apple and therefore used
iMacpersonal computer and later
theMac OS Xoperating system.
The spot would garner numerous awards and
accolades, including the 1998 Emmy Award
for Best Commercial and the 2000 Grand Effie
Award for most effective campaign in
America.

Since late 2009, the box packaging

specification sheet for iMac
computers has included the following
footnote:
Macintosh Think different.

Some
amazing
facts from
the life of

Simplicity is the
ultimate
sophistication!

Ever tried opening an

Apple product?

End-to-end control in everything

Whats this?

In a world where computers

were as big as a room and
they worked on command
prompt, how would you react
if you are shown a computer
that you can hold in your
hand?
Steve Jobs demos Apple Macintosh, 1984.flv

The Pepsi Challenge

Do you want to spend the rest of
your life selling sugared water, or do
you want a chance to change the
world?

iMac, iPod, iPhone, iPad, iBook

Why the obsession with i?

When the iTunes Store was initially

launched in April 2003, it was
estimated that one million songs
would be sold in six months. No
doubt, One million songs were indeed
sold. But not in six months. It
happened in just six 'days'!
But why iTunes???

Which came first?

The iPhone or the iPad?

But the idea?

Why white?

Second last question:

Steve Jobs had no knowledge of
technology- hardware or software.
Then, how did he bring about Apple?

Simple, he knew how to talk!