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####### A PROJECT REPORT####### ON####### MARKETING MIX AND MARKETING STRATEGY OF APPLE####### IN USA AND INDIA####### SUBMITTED TO: SUBMITTED BY:####### DR RIZVI AMAN AHMEDDECLARATIONTITLE OF PROJECT REPORT “MARKETING MIX AND MARKETING STRATEGY OF APPLE IN INDIA AND USA”I UNDERSTAND WHAT PLAGIARISM...

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A PROJECT REPORT ON MARKETING MIX AND MARKETING STRATEGY OF APPLE IN USA AND INDIA

SUBMITTED TO:

SUBMITTED BY:

DR.SEEMA RIZVI

AMAN AHMED

DECLARATION

TITLE OF PROJECT REPORT “MARKETING MIX AND MARKETING STRATEGY OF APPLE IN INDIA AND USA” I UNDERSTAND WHAT PLAGIARISM IS AND AM AWARE OF THE UNIVERSITY’S POLICY IN THIS REGARD I DECLARE THAT THE WORK SUBMITTED BY ME IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE AWARD OF DEGREE BBA(3 CONTINENT) ASSESSMENT IN THIS “MARKETING MIX AND MARKETING STRATEGIESADOPTED BY APPLE IN INDIA AND USA “IS MY OWN;IT HAS NOT PREVIOUSLY BEEN PRESENTED FOR ANOTHER ASSESSMENT. I DECLARE THAT MARKETING MIX AND MARKETING STRATEGIESADOPTED BY APPLE IN INDIA AND USA THIS MY ORIGINAL WORK.WHEREVER WORK FORM OTHER SOURCE HAS BEEN USED ,ALL DEBTS HAVE BEEN APPROPRIATELY ACKNOWLEDGED AND REFERENCED IN ACCORDANCE WITH THE REQUIREMENTS OF NTCC REGULATIONS AND GUIDELINES. a) I HAVE NOT USED WORK PREVIOUSLY PRODUCED BY ANOTHER STUDENT OR ANOTHER PERSON TO SUBMIT IT AS MY OWN. b) I HAVE NOT PERMITTED,AND WILL NOT PERMIT,ANYBODY TO COPY MY WORK WITH PURPOSE OF PASSING IT OFF AS HIS OR HER OWN WORK. c) THE WORK CONFORMS TO THE GUIDELINES FOR LAYOUT ,CONTENT AND STYLE AS SET OUT IN THE REGULATION AND GUIDELINES.

DATE …………..

NAME AMAN AHMED ENROLMENT NO A7010414001 PROGRAMME BBA

FACULTY CERTIFICATE FORWARDED HERE WITH A TERM PAPER REPORT ON”MARKETING MIX AND MARKETING STRATEGY ADOPTED BY APPLE IN INDIA AND USA” SUBMITTED BY AMAN AHMED ENROLLMENT NO A7010414001 STUDENT OF BBA (2015-18)

THIS PROJECT WORK IS PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE DEGREE OF BACHELOR OF BUSINESS ADMINISTRATION FROM AMITY UNIVERSITY LUCKNOW CAMPUS UTTAR PRADESH.

DR.SEEMA RIZVI AMITY UNIVERSITY, LUCKNOW CAMPUS, UTTAR PRADESH.

STUDENT’S CERTIFICATE

CERTIFIED THAT THIS REPORT IS PREPARED ON TERM PAPER UNDERTAKEN BY ME IN “MARKETING MIX AND MARKETING STRATEGIESADOPTED BY APPLE IN INDIA AND USA” IN INDIA,UNDER THE ABLE GUIDENCE OF DR.SEEMA RIZVI IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR AWARD OF DEGREE OF BBA FROM AMITY UNIVERSITY ,UTTAR PRADESH.

DATE……………….

SIGNATURE AMAN AHMED STUDENT

SIGNATURE

SIGNATURE

DR. SEEMA RIZVI FACULTY GUIDE

DIRECTOR (ABS)

ACKNOWLEDGEMENT

THIS PROJECT REPORT WOULD NOT HAVE BEEN POSSIBLE WITHOUT THE SUPPORT AND GUIDANCE OF MY TEACHER DR.SEEMA RIZVI.

I WOULD EXPRESS MY HEART FELT GRATITUDE TOWARDS AND WITHOUT WHOSE GUIDANCE AND SUPPORT,I WOULD NOT HAVE BEEN ABLE TO UNDERSTAND THE OBJECTIVE OF THE PROJECT AND THIS PROJECT WOULD NOT HAVE BEEN COMPLETE.

SHE HAS BEEN REALLY UNDERSTANDING AND SUPPORTIVE IN EXPLAINING ALL THE DETAILS WITH PATIENCE .I WOULD EXPRESS MY GRATITUDE TOWARDS HER FOR TAKING TIME OUT OF HER SCHEDULE TO GUIDE ME DURING THIS REPORT.

PREFACE

PROJECT REPORT A VERY VITAL PART OF CURRICUALM BBA IS THE STEPPING STONE TO MANAGEMENT CAREER.IN ORDER TO ACHIEVE PRACTICAL, POSITIVE AND CONCRETE RESULT,THE CLASSROOM LEARNING HAS TO BE EFFECTIVELY SUPPLYMENTED IN RELATION TO THE SITUATION EXISTING OUTSIDE THE CLASSROOM FOR DEVELOPING HEALTHY MANGARIAL AND ADMINITRATIVE SKILLS IN POTENTIAL MANAGER ORGANISATION .THIS PROGRAMME ENHANCES THE STUDENTS CAPABILITY TO COPE UP WITH UNCERTAINTIES AND CHALLENGES ,WHICH ARE PART AND PARCEL OF EVERY ORGANISATION.

I FEEL HIGHLY GRATIFIED IN THIS REPORT.IT HAS BEEN MY CONSTANT ENDEAVOUR TO PRESENT THIS REPORT IN THE MOST SYSTEMATIC AND ANALYTICAL MANNER. AS AN INTEGRAL PART OF THE COURSE CURRICULAM ALL BBA STUDENTS ARE REQUIRED TO UNDERGO PROJECT REPORT IN ANY ORGANISATION.THE MAIN OBJECTIVE OF THIS PROJECT IS TO SUPPLEMENT STUDENTS THEORETICAL AS AN INTEGRAL PART OF COURSE CURRICULAM.ALL BBA STUDENTS ARE REQUIRED TO UNDERGO PROJECT REPORT IN ANY ORGANISATION.

TAB TABLE LE OF CONT CONTENT ENT ENTS S

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EXECUTIVE SUMMARY INTRODUCTION COMPANY PROFILE AN INSIGHT RESEARCH METHODOLOGY DATA ANALYSIS RESULTS AND FINDINGS CONCLUSION BIBLOGRAPHY

EXECUTIVE SUMMARY Apple Inc. is Associate in Nursing American International Corporation that styles and manufactures client electronics, laptop code, and private computers. The company's known hardware product embody Macintosh computers, the iPod, the iPhone and therefore the I Pad. Apple code includes the raincoat OS X operative system; the iTunes media browser; the I Life suite of transmission and creativeness software; the iWork suite of productivity software; Aperture, knowledgeable photography package; pic Studio, a collection of skilled audio and film-industry code products; and Logic Studio, a collection of audio tools. Steve Jobs had distinctive and effective insights regardinghoweverindividualsneed to move with technology. Jobs used a quote originally attributed to Fordto explain why these insights were therefore important: “If I had asked individuals what they needed, they might have aforesaidquicker horses”— illustrating the matter that customers is alsorestricted to thinking solely in terms of what they grasp, rather thanwhat'sattainable. Therefore Jobs and colleagues considered the clientexpertiseadditional deeply than the clientmight. Jobs once aforesaid,

“One of the keys to Apple is that we have a tendency to build productthat actuallyflipUnited States on.” However, at the core, Apple has worked outa way to attract and retain clients, to geta massivequantity of word of mouth and completeattractiveness, and to make a business model, channel structure, and trench that provides it a strong competitive advantage. Lucky for patrons, this typically means that product area unit precisely what they require as a result of Apple workersarea unittherefore deeply entrenched in and committed to the customer’s expertise. The purpose of this report is to tell Apple executives why it'd be important to expand their technology in Indonesia that’s continued to advance with company businesses. Indonesians area unit familiar to be personal and committed to the organization, therefore building a robust relationship that may last for several years. Apple is regardingserving to and specializing inthe patrondesiresand desiresonce it involves technology on a world level; so, departurea bearingthat maymodification the lifetime of others round the world on however they move with each other. moreover, Apple provides chanceto attach with alternativepeople on a social media level, that is unendinglyever-changing in technological world. Therefore, it'd be important for Apple to expand their organization in Indonesia with the high demands for a robust foundation that may leave a positive influence on the economy. Throughout the report, everypart reflects direction on a way to overcome the hurdles at hand and the way Apple willprofitincreasing their business in Indonesia. The appendices give graphics on personal assessment for inclusivity whereas distinctive international diversity in

Indonesia. In conjunction, the cultural orientation form and profile provides insight to however the country functions as whole and why Apple mightprofit implementing their organization there. moreover, the cultural informingAssociate in Nursingd cultural interview permits Apple to envisiona way tomove with Indonesians and the waythe corporatewill leave Associate in Nursing instrumental impact on the culture and still thrive as an enterprise. Throughout this report, I gain information on what proportion of a bearing Apple has left on a world level for entrepreneurs, and the way they still overcome hurdles to be ready tobit the lives of others despitewherever they boardthe planet. Apple can still influence organizations like tiny businesses, instructional systems and hugefirms. In conjunction, Apple embraces the requirement to be environmentally friendly and to stillsupplytruthfuledges to their employees members building an extended lasting relationship being that they're looked upon as family. Apple canstill lead by innovation departure a long impact on those whowishto affix their vision on a way tomodificationthe planet to be a more robust place. Therefore, this report exemplifies the requirement for Apple to transition their organization into increasing into Indonesia, thereforecontinued to influence the requirementto own their product throughout the society. yet, Apple includes a positive resultdespitethey'rewithin the world; for those reasons, Apple would profitincreasing their business in a very country that embraces their technology and understands the importance of building long lasting relationship with customers and organizations.

INTRODUCTION

COMPANY ‘S PROFILE It had been incorporated as Apple laptop, Inc. on Januarythree, 1977, and was renamed as Apple. The history of everyone’s favorite start-up may be a technical school fairytale of 1 garage, 3 friends and extremely humble beginnings. However we’re obtaining before ourselves… The two Staves – Jobs and Wozniak – could are Apple’s most visible founders, however wherever it not for his or her friend Ronald Wayne there can be noiPhone, iPad or iMac these days. Jobs convinced him to require 100% of the corporate stock Associate in Nursingd act as an arbiter ought to he and Woz come back to blows, however Wayne backed out twelve days later, marketing a holding that these days would bevalue $72bn for simply $500. The foundation of Apple: The inspiration for the name The name was to cause Apple issues in later years because it came uncomfortably near the Beatles’ publisher, Apple Corps, however its genesis was innocent enough. talking to computer memory unitmagazine in Dec 1984, Woz attributable Jobs with the thought. ‘He was engaging from time to time within the orchards up in American state. i believed that it would be as a result of there have been apples within the garden or even simply its fructarian nature. perhaps the word simply happened to occur to him. In any case, we tend to each tried to return up with higher names however neither one amongst North American nation may think about something higher when Apple was mentioned.’ The foundation of Apple: marketing the Apple I Woz designed every laptop by hand, and though he’d wished to sell them for tiny quite the {price}

of theircomponents – at a price at that might recoup their outlay if they shipped fifty units – Jobs had larger ideas. He priced the Apple I at $666.66, and inked a trot out the computer memory unit look in Mountain readtherefore offer it with fifty computers at $500 every. computer memory unit look was going out on a limb: the Apple I didn’t exist in any nice variety, and also the emerging Apple laptop INC didn’t have the resources to fulfil the order. Neither may it get them. Atari, wherever Jobs worked, wished money for any parts it soldhim, a bank turned him down for a loan, and though he had a proposal of $5,000 from a friend’s father, it wasn’t enough. In the end, it had been computer memory unit Shop’s commercial document that sealed the deal. Jobs took it to Cramer natural philosophy and, as music director Isaacson explains in Steve Jobs: The Exclusive life history, he convinced Cramer’s manager to decision Paul Terrell, owner of computer memory unit look, to verify the order.

MARKETING MIX OF APPLE

Product

• Portable Computers – together withmacintoshproductlikemacintosh Book professional, iMac, MacBook Air, Mac Mini, Xserve • Servers – together with Xserve, Xsan, MacOS X Ser, MobleMe. • Accessories – together with MagicMouse, Keyboard, semiconductor diode Cinema show. • Wi-fi primarily based Stations – together withfieldcategorical, field Extreme, container. • Developer – together with Developer affiliation, macintosh Program, iPhone Program. • iPod – together with iPod Shuffle, iPod Nano, ipod Classic. • iPhone – together with iPhone3GS, iPhone3G, iPad. • iTunes – together with movies, TV shows, audio books, games. • Periphal product – together with Printers, Storage devices, digital videos and cameras.

Price • Apple may be a premium completepc that doesn'tconceive tocontend on value. the corporate has reduced costsonce some initial product launches. It uses skimming and premium evaluationways. • The AppleiPad is priced at a minimum of $499. • The Apple iPhone prices begin at $99. • The Apple iPod Classic is priced beginning at $249. • The Apple iPod Nano prices $149. • The Apple raincoat Book prices $999. • The Apple MacBook professional is priced at $1199. • The Apple Quicktime professional for Windows prices $29.99 • Apples iPad evaluation strategy includes the flexibleness to lower the costs if client response dictates such action. this might be in keeping withthe same $200 cut on the iPhone in 2007. • In 2009 Apple proclaimed a reduced priceevaluation structure for iTunes – songs canpricesixty nine cents, ninety nine cents or $1.29. He same the “vast majority” of the songs canpricesixty nine cents. Changes arsame to be a response to a slower pace of music downloads.

Place • Apple, INC Headquarters arset at is found at one Infinite Loop, Cupertino, California. • The Apple Consultants Network includes freelanceskilled service suppliers and technology consulting companies that concentrate on Apple and third-party solutions. Certified on Apple technologies, these suppliers deliver on-the-scene technology services and support to home users and businesses of all sizes. • Apple service suppliersar certified technicians, WHO complete regular Apple coaching and assessments, and provide repair services, and exclusive access to real Apple components. • They arset in Asia/Pacific, Africa, the center East Europe and Latin America. • Apple has over two hundred retail stores worldwide together with the USA, Great Britain and Canada. Apple recently opened a replacementmercantile establishment in Shanghai China.

Promotion • Apple, INC offers special discounts on refurbished MacIntosh computers, iPod Nanos, and therefore the 8GB iPod bit. In every case a one year assurance is enclosed on the all product. • Apple, INClicensedcoaching Centers arset throughout the U.S. every provides instruction in raincoat systems, Mac OS X, and Apple’s skilled applications. a goodvary of certification exams and courses provide innovative learning opportunities for IT and inventive professionals, educators, and repair technicians—delivered solely by Apple Certified Trainers. • The Apple Consultants Network web site provides a quest tool permittingguests to findnear certified macintosh product consultants within the U.S, Canada, and variety of international locations. • The on-line Apple Store offers free shipping for orders over $50. • The on-line Apple store offers iTunes gift cards. • Apple provides a $100 rebate after you purchase a raincoat or specific printers from the net store. • Apple has prepacked back-to-school offers, together with some geared towardfaculty students. People o Stephen P. Jobs is that the Chief officer of the chief Board at Apple, Inc o Non govt Board administratorsembody William V. Campbell, Millard S. Drexler, prince consort Gore, Andrea psychologist and Author D. Levinson. o Key Senior Management team members embody Timothy

D. Cook, (COO), Scott Forestall, eating apple Ivey, (Industrial Design), Ronald B Johnson (Retail), Robert Mansfield raincoat Hardware Engineering), Peter Oppenhiemer (Chief money Officer), Mark Papermaster (Devices Hardware Engineering), Philip W. Johann Christoph Friedrich von Schiller (Worldwide Marketing), Bertrand Serlet (Software Engineering), and D. Bruce Sewell (General Counsel). o Some certified Apple service suppliersprovidefurther services on the far side repairs and componentslikelikeinformation transfer, information recovery, upgrade services, and onsite preparation and installation. o Every macintosh, iPod, iPhone, and show comes with complimentary telephone technical support for ninety days once your purchase and a annualrestrictedguarantee. The AppleCare Protection set up extends your service coverage and offers you one-stop service and support from Apple specialists. o The AppleCare skilled Video Support provides you direct access to Apple’s skilled Video Technical Support team via telephone and email twelve hours daily, seven days per week.

RESEARCH METHODOLOGY

In application of analysis marketing research, the research shouldundergomany steps or stages and these steps area unit following: Step 1: definingthe problemdefiningthe problemis themost vitalpart of the researchmethod, as a result of wrong definition misdirects analysis. the kind of analysis to be distributed, the question to be raised, and therefore the sampling procedure to be followed and therefore theinformation to be collected, all depends on this understanding of the matter Apple has negligible competition within the I pod market with different players. There area unitseveral factors that influences the client for getting the PVP or a portable computer. one amongst these factors is name. a significant step within theconductivity of analysis|marketing research|research} is that thecallconcerningthe character of research stylewe have a tendency toarea unitchoosing for the aim of our study. the advantages of analysisstylearea unit that it evaluates shopper ¶s want in terms of results and therefore the analytical work on the gathered informationthat may convert it to helpful findings for the management. the choice of a selectedstyle depends on the relation of the variables concerned.** (Since I don ¶t wish to calculate any relation between any variables so descriptive analysis is preferable)For the aim of my study I shall take up descriptive style .This covers analysisstyle that area unitsupposedto supplycorrect description of variables relevant to the choice being Janus-faced, while not demonstrating that some relationship exist between variables. headfairly oftenselect or area unit willing to simply accept

descriptive information, which mightallowsolely inferences to be drawn regardingexploit Here i'mvictimisation crosssectional styleto supplyan image of the phenomena within whichthe choice maker is interested ± as an example, the market share of assortedcompanies, client preferences concerningnumerous Apple providing etc. Step 2: Develop the analysisset up. The second stage of sellinganalysisneeds developing the foremosteconomicalset up for gathering the requireddata. coming up with the analysisset upneedscall on the information sources, analysis approaches, analysis instruments, Sampling set up, and different contact strategies. Research style Primary informationwill be collected in 5 ways: Observation Focus teams Surveys Behavioural information Experiments Observation analysis Fresh informationwill be gathered by, perceptive the relevant actors and setting.

Focus teams A Focus clustermay be a gathering of six to 10people thatarea unit invited to paya couple of hours with as killed moderator to debate a product, service, organization, or differentselling entity. The moderator must be adjective, knowledgeable on the problem and masterly in-group dynamics. Participants area unitordinarily paid alittleadd for attending. The meeting is usuallycommand in pleasant encompassing and refreshments area unit served. Survey analysis Surveys area unit best fitted to descriptive analysis. firms undertake surveys to find outregardingindividuals ¶s information, beliefs, preferences and satisfaction, and to live these magnitude normally population Data Sources: The scientistwill gather secondary information, primary information, or both. Secondary informationarea unitinformation that were collected for different purpose and exist already some-where. Primary information is gathered for specific purpose or for a selectedscientific research. When the requiredinformationdon't exist or area unit outdated, inaccurate, incomplete or unreliable, the scientistought to collect primary information. Most market research project involve some primary informationassortment.

Data and find...