Assignment for Principles of Marketing

Topic : Product mix of 3 international

cell phone companies
Submitted to : Preetinder Kaur
Made by : Group - 2
Neeraj (10644)
Suryash(10654)
Rohan(10763)
 Apple

Steve Jobs and Steve Wozniak laid the foundation of APPLE

COMPUTERS INC. on April 1,1976 to sell the Apple

The name was taken by Steve Jobs. • The first Apple logo was
designed by Ron Wayne, co-founder of Apple Computer. It was
rather a picture than a logo. It showed Sir Isaac Newton sitting
beneath the famous Apple tree thinking about gravity.

VISION STATEMENT "Man is the creator of change in this

world. As such he should be above systems and structures, and not
subordinate to them."

"Apple is committed to bringing the best personal computing

experience to students, educators, creative professionals and
consumers around the world through its innovative
hardware, software and internet offerings” MISSION
STATEMENT
Currently revenue of apple is increasing with services and decline
is seen in iphone revenue. People generally buy services for their
previous segment phones like icloud.

Iphone and ipad are generally considered as main product

line through which apple build strong reputation of its
company and promote other products and services.
 Apple product mix

Macintosh – The machine that started it all. The Macintosh was first
released in 1984 and today is known simply as Mac. With the focus
shifting to portability, Mac laptops such as the MacBook Air and
MacBook Pro are some of the most popular laptops in the U.S.
iPod – The iPod along with its software iTunes revolutionized the
music industry and the way we listen to music. While the Mac can be
considered innovative today, the iPod was the first true innovative
product that would pave the way for Apple’s iProducts.
iPhone – The iPhone was the first smartphone to use a multi-touch
interface. This removed the need for styluses and keyboards. The
iPhone is still going strong and is one of Apple’s leading product
lines.
iPad – While tablets were nothing new when the iPad first launched,
it is usually credited with pushing tablets into the mainstream with
other companies quickly following. The iPad was the most successful
tablet when it launched and continues to be a strong product line
for Apple.
Apple Watch and Apple TV – Despite stiff competition from other
brands such as Samsung’s fitness watches and Amazon Fire TV,
Apple’s Apple Watch and Apple TV do see sales from loyal
customers. The ability to sync with other devices is a key selling
point for those already invested in Apple’s other product lines.
Apple Software – iTunes, iCloud, iBook, and their MacOS are just
some of the intuitive software that is available across all of Apple’s
devices. Combined together they are one of Apple’s key product
lines that really tie all their devices together.
Apple generally launch product under same series name name which
help their targeting, segmentation and positioning under one roof i.e one
product one series.
customers may be willing to pay a higher price because they deem the brand
to be of high quality or a higher status symbol. This gets to the heart of
Apple's continued success over its competitors.
 Apple targeting, segmentation and Positioning

Market segmentation of apple

Apple's demographic market segmentation includes developing its products around
the target customers' age, lifestyle, and occupation. Apple's products are then
distributed to various areas and classified based on family size and age (Bara & Al-
RefaApple provides several features to its other gadgets. Those with the higher
graphic resolution for the younger people and digital watches with the capabilities
to monitor one's pulse rate will be highly favored by the later generations.ie, 2016).
An example of this is a PC with the latest features and software for professionals
and a PC containing more games for kids.

Apple provides several features to its other gadgets. Those with the higher graphic
resolution for the younger people and digital watches with the capabilities to
monitor one's pulse rate will be highly favored by the later generations.
Apple also includes the behavioral variables of its target market in its market
segment. It consists of the attitudes, usage, responses, and product knowledge. The
psychographic element of Apple's market segmentation tackles developing
products based on the target market's lifestyles.

Targeting of apple
Apple targeting strategies involve determining the more attractive segments for
the firm. This stage implies choosing particular groups identified from the
segmentation process, where Apple can sell their products to. The company
positions its brand as a premium provider of products and services with high-
quality and advanced functions and capabilities.

Apple's target customers include the well-off individuals willing to spend more
on technology products and services with advanced capabilities, functions, and
designs. After years of evaluating Apple's customers' characteristics, it has
revealed that most of them tend to appreciate quality, performance, and design of
tech products and services over the prices.

Positioning of apple
its brand to create an emotional connection with its customers through exceptional
experiences is an excellent approach, especially in this competitive industry. In the
same manner, Apple uses its positioning approach based on competition. Since
competition is tight in the technology industry, Apple ensures to continuously
invest in R&D and introduce innovative products and features all the time. It keeps
on making unique technologies for the brand and cannot be copied anywhere else.

This success is partially due to its solid and effective positioning based on various
elements. Apple positions itself in the market as a premium brand sought by
everyone. Surely, the company's products are not cheap, but you will find people,
even those who cannot afford to find ways to get their hands on Apple products.
• Samsung is a Korea based company established in 1969
• Has operations in 217 countries across the world and
employs around 240000 employees
• Established in India in 1995 , Samsung are leaders in TV
and display, mobile segment has touched record high with
the advent of android.
• Fortune named Samsung 34th most admired companies
• Consumer electronic division alone has a operating profit
of $ 218 Billion.
 PRODUCT MIX

Market Share

15%

44% 13%
Refrigerator
Air conditioner
19.80% Washing Machine
television
mobile
17.20%

REFRIGERATOR

• Samsung launched its refrigerators in India by 2003

• Has two production refrigerator plants in India – Chennai &
Noida.
• Market growing at a rate 0f 15% every year, at a market
size of 3.5 to 4 million units approx.
• Gaining market share by purely technical advancement
• Rural demand at 25% and urban at 75%
• Most selling refrigerator models of Samsung are
RT34B4542S8 & RT34B4542S7
 SAMSUNG TELEVISION
• Samsung electronics commenced its operation in India in
1995.
• Has two production plants in India – Chennai & Noida 
Samsung India is a market leader in product categories like
LEDTVs and LCDTVs.
• It has been ranked 19 among top 100 global brands in a
brand value survey in 2011 conducted by BusinessWeek
and Interbrand .
• Samsung launched the F8000 smartTV in June 2013 .
• Best smart tv by Samsung are
Samsung TV QN95A Neo QLED, Samsung Q800T 8K QLED, Samsung TV
AU9000
 STDP OF SAMSUNG TELEVISION

SAMSUNG PHONES
• Samsung phones are segmented into S series, A series, M
series , F series.
• Flagship series of Samsung is S series.
• Biggest competitors are oppo , vivo, xiaomi, oneplus &
poco.
• It has more than 6750 dealers across the country.
• Samsung phones are known for providing sufficient
features and specifications at reasonable price.
• Alia Bhatt is the brand ambassador of Samsung phones in
India.
• In AY 2021, Samsung reported $38 billion from its phones.
STDP OF SAMSUNG PHONES

SAMSUNG AIR CONDITIONER

Xiaomi started its operation in India in August 2015.
Its market share in smartphones ranked no. 3 globally.