Marketing & Advertising Presenters: Sivarit Sultornsanee (Tony) Jittiporn Nagapradip (Toey) Instructor: Lyra Riabov ESL 105

Outline History of Apple Company Case Study: Apple Company’s Marketing - 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

History of Apple Company

History Apple Company was born on April 1, 1976 Steven Wozniak and Steven Jobs were co-founders.

The name "Apple Computer" 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.

The Apple logo 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.

The Apple slogans "The computer for the rest of us" - (1984) "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)

The Apple slogans "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 Performance: -1.70 GHz -Intel® Pentium® M 735 -512 MB SDRAM -80 GB -15.0" SXGA+ IPS (1400x1050) IBM ThinkPad R51 $1,999.00

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.

Radio Advertising (Think Different) 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 Customer Price Placement Promotion

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.

References MARKETING Arden, Marianne Mc Dougal And, “Marketng,” BUSINESS CONCEPTS FOR ENGLISH PRACTICE Heinle And Heinle, 1993 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

References www.apple.com www.hoovers.com Apple Company www.apple.com Resources 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.