Authors :
Ninad Hiremath; Nimisha Gupta
Volume/Issue :
Volume 7 - 2022, Issue 7 - July
Google Scholar :
https://bit.ly/3IIfn9N
Scribd :
https://bit.ly/3QrYcxX
DOI :
https://doi.org/10.5281/zenodo.6997160
Abstract :
In an ever changing and upgrading technological
world, the smartphone industry has cut- throat competition
in all the price segments. Due to this, the consumers have a
lot of options, and it becomes difficult for businesses to
stand out and sustain for a long time in the market. This
study focuses on the unique ways of Apple’s marketing
strategies, how it created its brand differentiation and
customer perception towards Apple. Research focuses on
the techniques Apple uses to differentiate its brand
effectively. The proposed research is based on the reference
of different kinds of research papers and secondary
research which includes descriptive and causal research to
find out how the independent variables like design and
features, brand image and its price affect consumers. The
positioning strategy has also helped Apple create its mark.
Apple moved towards an emotive positioning strategy that
sold a lifestyle rather than a product using a silhouette
themed iPod advertisement. There are many more aspects
of this covered in the research. Hence, Apple uses welldefined and effective promotional activities to accomplish a
position on the consumer preference podium. The goal of
this research is to determine how Apple strategies influence
consumer to increase their customer base.
Keywords :
Apple, marketing strategies, customers, consumers.
In an ever changing and upgrading technological
world, the smartphone industry has cut- throat competition
in all the price segments. Due to this, the consumers have a
lot of options, and it becomes difficult for businesses to
stand out and sustain for a long time in the market. This
study focuses on the unique ways of Apple’s marketing
strategies, how it created its brand differentiation and
customer perception towards Apple. Research focuses on
the techniques Apple uses to differentiate its brand
effectively. The proposed research is based on the reference
of different kinds of research papers and secondary
research which includes descriptive and causal research to
find out how the independent variables like design and
features, brand image and its price affect consumers. The
positioning strategy has also helped Apple create its mark.
Apple moved towards an emotive positioning strategy that
sold a lifestyle rather than a product using a silhouette
themed iPod advertisement. There are many more aspects
of this covered in the research. Hence, Apple uses welldefined and effective promotional activities to accomplish a
position on the consumer preference podium. The goal of
this research is to determine how Apple strategies influence
consumer to increase their customer base.
Keywords :
Apple, marketing strategies, customers, consumers.
