PR Company, Internet Marketing

Marketing 101- Apple

Unless you have been living under a rock for the last few days, you know know that Steve Jobs, CEO of Apple passed away this week. In his later years, Steve Jobs was known for his battle with pancreatic cancer and whilst he survived for an amazing seven years after diagnosis, most sufferers only live for an average of 6 months as it is so hard to diagnose. Hopefully, Steve will be remembered for more than just being a demanding CEO who died in his 50′s after a long illness. We think that Steve Jobs will ultimately be remembered for creating one of the world’s most powerful and recognised brands ever seen.

It seems as though anybody looking for a case study about how the 4 P’s taught in ‘Marketing 101‘ need look no further than Apple after Steve Jobs’ return to the company in 1996 to see how getting the 4 P’s right can help build a global brand.

Product – When the first ipod was released in 2001, portable music players in themselves were really nothing new or special. What boosted the ipod up to highly desirable and legendary status was the product itself. Holding hundreds (up to 1000) songs in one device that synced up to software (itunes) on your computer. The sheer volume of storage and the ease of use felt almost revolutionary at the time.

The same thing happened with the iphone and the ipad. Apple got these products out to market very quickly which meant they were often imitated but never really bettered. Being seen as visionary and ahead of the game is an incredibly hard place to get to in any market.

Price – Apple products have always been premium products, most people would have to save to buy an ipad or top of the range ipod but they are still accessible. The day that Apple loses the balance between premium yet affordable will be the day that Apple needs to start worrying.

Promotion – When you think of Apple, you don’t think of the overly wordy ads of the early days. You think of the slick ads with the white background and little text with the product design doing all the talking (or the bright backgrounds for the ipod). The promotion is always eye-catching, always on-brand and always held up as a good example of how to advertise well. More recently, product unveilings at press conferences have generated a huge amount of column inches, ensuring that Apple products stay in the news.

Place – Have you ever visited a Genius Bar? Apple isn’t like other computer retailers that have a high turnover of underpaid, browbeaten and demoralised staff. Apple has held a tight control over where consumers see their brand and only authorised dealers are allowed to sell or fix Apple products. Purchasing from an Apple store is an experience from start to finish – staff really are great brand ambassadors and the stores are clean, minimalist and product-focussed.

Apple’s share prices actually dropped after Steve Jobs’ death, but many believe that he had plans in place to tide the company over for a long time yet. Will Apple lose it’s lustre without Steve? Tell us what you think.

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