The Apple Corporation's Clever Marketing Strategies

1490 words - 6 pages

Apple is “the world’s most colorful company,” Linzmayer, Owen . Apple Confidential 2.0. 1st. San Francisco, CA: No Starch Press, 2004. When looking at its meager beginnings Apple’s influence on the media could only be described as unique. Their product, style, and overall beliefs make the Apple Corporation a multi-billion dollar company with a general appeal for all ages. It is getting harder and harder to be an individual, so with Apple you can “rise above the norm” and be unique. Recently, this unique corporation has taken the media by storm, with their new line of products. Right along side these new products are a full line of new commercials to go along with them. These new commercials spawned from years of creative marketing done on Apple’s part. Studying the history of Apple is necessary to understanding their influence upon us today.
It all started in the garage of a twenty-something Steve Jobs. He and a friend put what little money they had together ($1300) to make the first computer for Apple, and thus Apple was born. The idea for the first Apple motherboard was made by Jobs while he was on LSD. He was quoted in the New York Times saying, “Taking LSD is one of two or three of the best decisions I have ever made.” Markoff, John. "New York Times." What the Dormouse Said 2005: 3. Steve Jobs talks about his early success when stating, “when I was 23 I had a net worth of over a million dollars, at 24 it was over $10 million, and at 25 it was over $100 million.” Steve Jobs is a true embodiment of what Apple is: unique. Co-founder Steve Wozniak said this about Jobs, “With Steve Jobs you never know exactly where an idea comes from.” This is what Apple is, not conventional and predictable. However, when looking at their marketing scheme, it follows a pretty predictable formula.
Apple’s first commercial appeared in 1984 during the Super Bowl. The commercial was a parody of the book “1984.” The commercial showed a young athletic woman wearing bright red jogging shorts running toward a giant screen. The screen portrayed a man dictating to hundreds of skinheads, and the girl ran up to the screen and broke it with a baseball bat. The symbolism in this commercial was the main reason it was a pivotal portrayal of Apple in the media.
The symbolism of the giant man on the screen represented IBM, and the thousands of skinheads were mindless consumers. Apple was the young athletic woman who broke the screen and freed the thousands of skinheads from a life of monotony with PCs. This new commercial “broke all the rules, and the reaction has been, in a word, unprecedented,” as stated by Steve Hayden in the San Francisco Chronicle, 1984. This commercial was one of the most significant pieces of advertisement that Apple could show, because it explained their philosophy in one fell swoop. This commercial informed the public about what Apple really stood for—rebellion.
The people Apple markets toward are the creative individuals. One of the former...

Find Another Essay On The Apple Corporation's Clever Marketing Strategies

Tracing The Dark Knight 's Marketing,Promotional, and Distribution Strategies

2640 words - 11 pages unparalleled promotion techniques the movie launched itself into movie making history. Although, the Dark Knight utilized uncountable strategies in promoting itself, its most original and unique strategies that contributed to its success were the use of viral marketing, theatrical screenings, and the IMAX medium.The Dark Knight used numerous marketing strategies to promote its release. One specific example is how the promotions team sponsored the

4 major characteristics of services and the marketing strategies available for the service organization

2185 words - 9 pages Qns: Discuss the 4 major characteristics of services and the marketing strategies available for the service organization.Qns: What are the primary differences between product and services? Give examples that highlight these differences between product and services. Give examples that highlight these differences and provide examples of hybrid offer.Qns. Using a service example of your choice, explain how the service company can deal with

Pharmsim Simulation Paper. This paper shows, how to implement the marketing strategies in Pharmsim simulation

2401 words - 10 pages striving to produce cutting edge remedies for the common cold and allergy symptoms, while maintaining the highest market share, with opportunities and beneficial work with a satisfying yield of return.II. Marketing ObjectivesThe objective of the All-star marketing plan in the upcoming 12 months is to:Invest in adding products such as Alright.Increase Sales Force from 174 to over 200.Maintain promotional allowance since Brand Awareness is high

Case Study: Swatch And The Global Watch Industry International Business, Repositioning Strategies, Marketing, Management Issues, And Recommendations For Growth

1734 words - 7 pages IntroductionThe Swatch Group had many early on successes due to repositioning strategies and a boost from acquisitions. On the surface, the Swatch Group was the world's leading manufacturer of watches in the late 1990's. They had 14 percent of the world market share and it appeared that gross sales and net profits were on the rise; however, under the covers, it was a much different story. Swatch was facing a myriad of issues that needed to be

Part A Compare and contrast standardization with customization of international marketing strategies. Part B Is one approach better than the other?

1570 words - 6 pages main discrimination between the two approaches is, standardization may not require new investment and allows a firm to achieve manufacturing, distribution, and promotional efficiencies and to maintain simpler and more streamlined operations. Customization allows a firm to gain specific advantages within given markets that might not otherwise be able to achieve.Part BIs one approach better than the other?To compare both marketing strategies of

Members of an enterprise's marketing channel can be eliminated or substituted as a different channel strategies are implemented, yet the five generic functions performed by channel members remain

2044 words - 8 pages . Further, the costs of the final channel configuration should then provide a basis for compensation of each channel member. Anderson et. al. (1997) have identified this channel compensation problem as one of the biggest challenges of management of new channel forms. It exists two categories of channel strategies depending on which market you play in: the marketing channels for consumer products and the marketing channel for business products. The

Proposed Strategies for Marketing the Program

964 words - 4 pages . Promotional Tools The promotional tools being used include print educational material, 24-hour crisis hotline, and electronic mass media for the purpose of advertising and direct marketing of the program. Once the funds have been set for the program all social media communication channels will be put into action on all networking websites including Facebook, Twitter, Instagram, and Tumblr. Educational pamphlets will also be made readily

Social media has been an important part of many firms’ marketing strategies in the past five years, but critics say it has yet to provide any mean

1883 words - 8 pages achieve customers’ satisfaction. Therefore, based on Lay’s new flavour campaign, it can be induced that the main important functionalities of social media are increasing customer engagement, sharing ideas, building groups, creating or reinforcing brand relationships and enhancing brand awareness. Measuring the ROI in social media To avoid any uncertainties, usually managers demand for evidence of potential ROI before allocating budgets to marketing

Apple Inc

2567 words - 10 pages . Apple: Marketing Strategies Marketing strategies are based on the 4 P’s or Product, Price, Promotion and Place or Distribution Channel. This section will briefly look into the Product and Pricing strategy of Apple and will illustrate various factors how it has been capable of sustaining competitive advantages in times of extreme competition. Product Strategies The product constitutes of two major aspects which are tangible and intangible in nature

Strategy Positioning Paper

8112 words - 32 pages following; Advertising, Public Relations, Digital Marketing, Sales Promotion, Direct Marketing, Event Marketing, OutdoorThe promotional strategy for the iFlash would be what is typical from Apple. Advertising is a key so there would be numerous clever televisions, radio and printed advertisements to inform the public of Apples new product the iFlash. Because of the fact that Apple already has very loyal following the advertisements would primarily

Apple's Marketing Strategies

1608 words - 7 pages sales and the size of the company. Apple is able to keep the cost low all thanks to specialized marketing strategies. Marketing has the ability to have your product praised upon or crushed by consumers, and what determines that is a marketing plan. The objectives of marketing plans are determined by how the marketer wants the product to be seen; meaning if the marketer wants to sell a product to teenagers then the advertisements would most

Similar Essays

The Major Marketing Strategies Essay

3214 words - 13 pages The Major Marketing Strategies Most of the major marketing strategies can be classified into one of the following four categories: * Product * Place * Price * Promotion These four categories are known as the marketing mix or the four P’s of marketing. These are variables that the marketing managers have to control in order to satisfy their customers. Below is a diagram of how the marketing mix comprises. Product: looks at the physical

Strategies In The Sports Marketing Industry

1320 words - 6 pages will see commercials promoting these teams. The world of sports marketing plays a major role in the U.S. Economy. When trying to gain revenue, sports marketers will use strategies such as specific athlete endorsement and the advancement of technology to maximize profits. Everyone that has a favorite sports team has that one player who’s jersey they own, autograph they have or have even met them on the sidelines at a game. One of the biggest money

The Management And Marketing Strategies Of Cosco

3378 words - 14 pages the management and marketing strategies of COSCO which made it an international giant, and its logo is widely recognized around the world. At the beginning we briefly state the past and present of COSCO. Then, on section 2 the management strategies are analyzed. On section 3 the marketing strategies are discussed through examples found on COSCO's website. The conclusion highlights briefly the most important strategies.LIST OF CONTENTS1.COSCO

The 4's Of Marketing Apple Case Study

829 words - 3 pages Marketing is a strategy employed by a business to promote and sell products or services. It includes the coordination of the P's of marketing: product, price, place and promotion. The success of the business relies heavily on whether or not the business has a strong, achievable marketing concept and strategy aimed at a specific target market. The very successful company Apple, has used marketing to make their logo one of the most recognizable in