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    Marketing Strategy For Apple Iphone in India

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    Prakash Yadav
    This document provides a marketing strategy proposal for introducing the Apple iPhone 4 in major Indian cities. It outlines conducting primary and secondary research to understand the Indian smartphone market and consumer purchasing behaviors. The proposal will analyze Apple's current global marketing strategy and compare it to the unique Indian market. It will then recommend target markets, product positioning, and marketing methods for building brand awareness and communicating the iPhone's benefits in India. The proposal is limited by not having access to Apple's internal data and potential biases in the primary research.

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    Marketing Strategy For Apple Iphone in India

    Uploaded by

    Prakash Yadav
    95 views4 pages
    This document provides a marketing strategy proposal for introducing the Apple iPhone 4 in major Indian cities. It outlines conducting primary and secondary research to understand the Indian smartphone market and consumer purchasing behaviors. The proposal will analyze Apple's current global marketing strategy and compare it to the unique Indian market. It will then recommend target markets, product positioning, and marketing methods for building brand awareness and communicating the iPhone's benefits in India. The proposal is limited by not having access to Apple's internal data and potential biases in the primary research.

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    iPhone Proposal

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    This document provides a marketing strategy proposal for introducing the Apple iPhone 4 in major Indian cities. It outlines conducting primary and secondary research to understand the Indian smartphone market and consumer purchasing behaviors. The proposal will analyze Apple's current global marketing strategy and compare it to the unique Indian market. It will then recommend target markets, product positioning, and marketing methods for building brand awareness and communicating the iPhone's benefits in India. The proposal is limited by not having access to Apple's internal data and potential biases in the primary research.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    95 views4 pages

    Marketing Strategy For Apple Iphone in India

    Uploaded by

    Prakash Yadav
    This document provides a marketing strategy proposal for introducing the Apple iPhone 4 in major Indian cities. It outlines conducting primary and secondary research to understand the Indian smartphone market and consumer purchasing behaviors. The proposal will analyze Apple's current global marketing strategy and compare it to the unique Indian market. It will then recommend target markets, product positioning, and marketing methods for building brand awareness and communicating the iPhone's benefits in India. The proposal is limited by not having access to Apple's internal data and potential biases in the primary research.

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    Marketing Management

    27th September, 2011

    Marketing Strategy for Apple iPhone in India

    Submitted To:
    Prof. N. B. Kanagal

    Submitted By:
    Akash Singh Bharti Vishal Harish Kumar Naveen R S Shika Surbhi Garg 1111003 1111016 1111029 1111042 1111055 1111069

    2|Page

    iPhone4 - Marketing in India

    TITLE OF PROJECT
    Marketing Strategy for Apple iPhone 4 in major Indian cities.

    MARKETING DECISION PROBLEM


    Apple is regarded as the World's Best Marketing Machine1 because of the way it drives the market. However, it has not yet turned its focus on the fast-growing developing countries market. "The sales of nearly 12 million smartphones expected in 2011 represents a near 100 per cent growth over sales of smartphones in 2010. The proportion of smartphones as a percentage of total mobile handset shipments in the India market is expected to grow from 3.6% of 167 million total units in CY 2010 to 5.7% of an estimated 210 million units in CY 2011", says Naveen Mishra, Lead Analyst, India Telecoms Practice, CMR.2 Thus, there is significant market for high-end smart phones in India which remains untapped by Apple. There is no direct advertisement or active brand-building of iPhone in India. The only form of advertisement is done indirectly by the mobile service providers.3 Another interesting aspect of this is the unique purchasing behaviour of the Indian Consumer, which is very different from the West and this might be a reason for Apples scepticism about proactively marketing in India. Thus, our proposed work is aimed at understanding the potential in this market and chalking out a marketing strategy for Apples iPhone 4 in India, mainly concentrating on major cities.

    SCOPE AND LIMITATIONS


    We aim to do a project in understanding the present strategy deployed by Apple in marketing its flagship product, the iPhone 4 in the western countries using various marketing tools, studying the nature of the Indian consumers smartphone purchasing behaviour and making recommendations on how Apple can best increase their market share in India.

    1 2

    http://smallbizbee.com/index/2009/03/14/5-secrets-worlds-marketing-machine/ http://www.cmrindia.com/press_releases/8april2011.asp 3 http://www.business-standard.com/india/news/airtel-vodafone-to-launch-iphone-3gs-in-india/389640/

    3|Page

    iPhone4 - Marketing in India

    A brief outline of the Project would run as follows: 1. History of Apple iPhone and its evolution a Global and Indian perspective 2. Analysis of Current Marketing, Promotion and Branding Strategy 3. Comparative Analysis of Indian Consumer's Purchasing Behaviour for smart phones 4. Recommend Target market, Product Repositioning and Marketing Methods 5. Recommendation for building brand awareness by communicating customer benefits and product differentiation The limitation of the project can be the skewed output of the primary data research in light of the fact that the sample population used for the purpose may not be a representative one for the entire smartphone market in India. Gathering quantitative information from Apple Inc. might not be possible. Other limitations might be ability of respondents in conveying their behaviour accurately and other biases that marketing research tools may suffer from.

    METHODOLOGY
    The Project will broadly consist of the following 3 phases: A) Data Collection through Primary & Secondary Research

    Primary Research

    Secondary Research

    Data Assimilation and Interpretation

    1. Primary Research: This step includes various kinds of interviews, questionnaire preparation etc. where we will identify customer segments, the nature of service expected, to gauge the market demand, brand image, brand perception, customer satisfaction levels, current competitors and other primary data. 2. Secondary Research: This step will involve gathering of understanding from already published data and previous studies done in this field.

    4|Page

    iPhone4 - Marketing in India

    3. Data Assimilation and Interpretation: This step deals with the assimilation of all data collected in the above steps. Analysis and Interpretation of Data collected as above using the various marketing tools. B) Formulation of the most appropriate strategy in light of the above analysis and interpretation

    DELIVERABLES
    Based on the analysis of Indian Smartphone consumers buying behaviour, the following recommendations will be proposed: 1. Changes (if any) to the positioning for iPhone 4 from a luxury item to a broader segment including middle and high income groups 2. Effective usage of marketing and distribution channels. For eg. should Apple start promoting its products through TV advertisements, or increase their distribution base, etc. 3. Ideas for increasing popularity in the market and brand awareness by communicating differentiating features of iPhone 4.

    REFERENCES

    1. www.apple.com/iphone/ 2. http://hbswk.hbs.edu/item/5729.html

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