Marketing in a changing world
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Ahmed Ali
Enass Alleathy
Hisham Eltohamy
Noha Tarek
• Presented
• Dr
to
Ahmed Eltagy
Who made the first truly wireless earbuds/
earphones?
The first truly wireless earphones were made by a
Japanese company named Onkyo in 2015. They made
their first pair and launched it in September 2015; they
called it “Onkyo W800BT”. Onkyo wireless earphones
went out and laid down a precedent and pioneered in this
category of a product that had significant possibilities of
being accepted by the consumers.
Wireless headphones market Summary
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Apple accounted for 26 percent of wireless headphone e-commerce revenue since the AirPods'
release
Apple sold in the last holiday quarter of 2021 90 million pairs of Airpods; out of the 90 million,
27 million its newest version were sold.
AirPods have become a $20 billion annual business
Apple market Summary
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Apple is popularly known as an innovator in the personal computer and electronics market.
Apple experiences great competition from its rivals; the company capitalizes on its core competencies
to stay ahead of its competitors.
Apple designs and develops its operating system and hardware, unlike its competitors, including
Samsung and Motorola, who use Google’s operating system known as Android.
Apple offers its customers several products, including mobile phones, portable computers, and
peripheral devices. The list of products are as follows:
iPhone, Ipad Mac, Apple Tv, Apple Watch, iPod Touch & Airpods
AirPods Become One of Apple’s Most Important
Products
Market Needs
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Apple provides its users with a wide range of products to satisfy its customer’s technological needs.
Quality
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Apple products are expensive, so customers deserve value for their money. However, no one is willing to
spend so much on a product that is not durable
Well-thought-out designs
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To Stay Relevant In The Technology Market, Product Design Must Be Taken Into Critical Consideration.
Apple’s Well-thought-out Designs Is A Reason Why The Company Is A Serious Threat To Its Competitors.
Apple’s Innovative Team Has Helped The Company Stay Relevant Over The Years By Setting Trends In
The Technology Market.
Customer Service
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Outstanding Service Is One Way To Increase Or Maintain Market Share In The Technology Market. In
addition, the Use Of After-sales Service And Customer Care Can Be Used To Build A Loyal Customer Base.
Apple Reinvents The Wireless Headphone With Airpods
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Reinvent How We Listen To Music, Make Phone Calls, Enjoy TV Shows And Movies, Play Games And
Interact With Siri, Providing A Wireless Audio Experience Not Possible Before
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It's Not About Being First, But Getting It Right
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AirPods would essentially transform the wireless earbud market as we knew it.
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Other Wireless Earbuds Don't Have That Same Kind Of Integration That AirPods Has
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Unlike With The Usual Headphones Where Pairing Them With Your Phone Via Bluetooth Is A Hassle, Apple
Has Found A Way To Make Bluetooth Pairing Pain-free
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Battery Life
Target Markets
Since Apple products are high-end products, customers of the company’s products are usually financially strong
and willing to pay more for user experience.
The following are a list of Apple’s target market:
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Middle and upper-income consumers (Usually consumers with a high purchasing power)
Customers who enjoy using technology. These include people who take delight in capturing moments.
Students
Professionals in media and designs
Airpods are not gender restricted, both males and females
utilize these products.
Airpods are premium-priced, only the middle and upper class
can afford to purchase these products.
Ages don’t seem to get too high based on them not having any
past experiences with Apple products
Users of Apple products are
willing to spend huge amounts
of money just to maintain a
certain class in society
Behavioral Factors
They use advertising
to provide product
knowledge to the
customers and to
improve their
response rate
Apple AirPods Positioning
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Apple introduced AirPods as a $159 solution to a problem many iPhone users
never thought they had: wired headphones. By accelerating the transition away
from wired headphones
Apple is convinced that the user experience found with mobile devices will be
improved.
While AirPods are designed to handle most of the tasks currently given to wired
EarPods, a look inside shows that Apple aims to do much more with the device.
Creating a market for product that
was never there
AirPods perceptual Map
Marketing Mix
1-Product
Brand Apple bets on a wireless world by bringing the AirPods, a wireless headset that connects to the
iPhone via Bluetooth.
Features Siri (You can use the Siri service without having to move your phone, you can make calls,
ask about the weather, or anything else you like.), Find Your AirPods If You Lose Them, Share Music
And Phone Calls With A Friend; you can charge your phone while listening to music.
Benefits There is no difficulty for the user. Everything is straightforward, both to connect on a device
and to switch from an iPhone to an iPad and vice versa. In addition, the battery life is perfect. The
AirPods box is loaded so that you can use the headphones for more than 24 hours away from the jacks.
Quality High quality of sound and high quality of the product's components are all of the last
generations.
Marketing Mix
2-Place
It can be purchased at any cellular store such as Verizon or Best Buy, one of the 463 apple stores worldwide
(Amazon, eBay, or any other online shopping center).
Marketing Mix
3- Price :
4- Promotion:
Available cheaper if bought with certain products like the iPhone XS or XR.
Marketing Mix
4- Promotion:
Available cheaper if bought with certain products like the iPhone XS or XR.
Vision & Mission
Mission
Apple’s mission is committed to providing the
best innovations and technologies globally. The
company also strives to protect the environment,
to ensure the good health and safety of its
employees, customers, and the global
communities where they operate (Capilla, 2011).
Vision
bring the best personal computing experience to students,
educators, creative professionals, and consumers around
the world through its innovative hardware, software, and
internet offerings
SOWT analysis
Strengths
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Innovative
Quality
Easy to use
Brand Awareness
Weaknesses
• Price of products
• Brand Reputation
Opportunities
Threats
• Increasing Demand
• Economies of scale
• Increased competition
• Pricing Pressure
7 Key Strategies That You Must Learn From Apple’s
Marketing
1. Rethink the Need for Advertising
2. Avoid Price Wars by Emphasizing Your Unique Value Proposition
3. Keep Your Marketing and Your Products Simple
4. Know Your Audience and Talk to Them in Their Language
5. Design a Better Customer Experience
6. Aim at Your Prospects’ Emotions
7. Build a Community of Users or Customers