SUMMARY OF THE COMPANY

Apple

Inc. is

an

American multinational technology

company headquartered

in Cupertino, California, founded by Steve Jobs, Steve Wozniak, and Ronald Wayne in April
1976 to develop and sell personal computers. It also designs, develops, and sells consumer
electronics, computer software, and online services. Its hardware products include
the iPhone smartphone, the iPad tablet computer, the Mac personal computer, the iPod
portable media player, the Apple Watch smart watch, and the Apple TV digital media player.
Apple's

consumer

software

includes

the Mac-OS and iOS operating

systems,

the iTunes media player, the Safari web browser, and the i-Life and iWork creativity and
productivity suites. Its online services include the iTunes Store, the-iOS App Store and Mac
App Store, and i-Cloud.
Apple was renamed as Apple Inc. in January 2007 to reflect its shifted focus toward
consumer electronics. Apple is the world's largest information technology company by
revenue, the world's largest technology company by total assets, and the world's secondlargest mobile phone manufacturer
The company enjoys a high level of brand loyalty and, according to Interbrand's annual Best
Global Brands report, has been the world's most valuable brand for 4 years in a row, with a
valuation in 2016 of $178.1 billion.

EXPERIENTIAL MARKETING- A DIFFERENTIATOR

In the business world, commoditization is a process where unique brands and products
compete. As a result, standards are raised and equalized, forcing brands into undifferentiated
price competition. In the early days of marketing and advertising, company used to focus on
differentiation based on FAB- Features, Attributes and Benefits of the product. As
competition forced rival brand to create competitive products, price war began lowering the
cost of products and driving consumers to make cost-based purchase decisions. Thanks to
innovators in the mid -20th Century such as Ogilvy, advertising was revolutionized and brand
evolved,

taking

on

unique

personalities.

Through

customer

focused

marketing

communications, they encourage consumers to aspire to a lifestyle that the brand represented.
Thus, began the shift from product focused era to the customer focused, brand and lifestyle
inspired advertising era. This marked a shift from rational message to an emotional message,
or a combination of both.
As competitive brands were positioned similarly to each other, and differentiation became
difficult again, consumers started to demand more. Successful companies realize that high
quality service was an excellent way to add value and differentiate from their competitors, for
example: Adding free delivery to a video chain or picking up customers from their home to
take them to car rental shop. As time went on, fierce competition snowballed with
competitors all offering relatively fun, some are serious, some are active, some are relaxed,
some are loud and extravagant, while others are subtle and sophisticated. No matter which
sector you are in, and no matter what your brand personality is, you can bring it to life
through experiential marketing.
Whenever creating an experiential marketing concept, it is important to tie the product itself
into the live brand experience, allowing the consumers to engage with it and discover its
features and benefits. But the core concept and inspiration for the experiential idea should be
sourced from the brand personality. It doesnt make a difference to your ideas if your sector
or industry is perceived to be exciting, dull or sophisticated, what really counts are the brand
personality and target audience.

EXPERIENTIAL MARKETING BY APPLE

Millions of shoppers are expected to visit the Apple Store to see and touch the new Apple
products like an all-new MacBook, I-phones, I-mac, Apple watch, etc. But even though
products change and the store design is altered slightly to accommodate the new products,
theres one thing that never changes, and thats the Apple Stores secret sauce.
The Apple Stores magic formula: Building relationships is the secret to selling more
products. Many brands try to imitate the Apple Store model and most fall woefully short
because they fail to recognize this simple factthe soul of Apple is not its products. The soul
of the Apple Store is its peoplehow they are hired, trained, and taught to engage the brands
customers.
The Apple Store relies on a very effective communication technique it adapted from The
Ritz-Carlton: Steps of Service.
Every employee is trained to walk a customer through five steps that spell out the acronym
A-P-P-L-E:
A: Approach customers with a personalized, warm welcome
P: Probe politely to understand the customers needs
P: Present a solution for the customer to take home today
L: Listen for and resolve issues or concerns
E: End with a fond farewell and an invitation to return
The products may change, but the steps do not. The steps of service technique is an ideal
model for any brand that wants to build customer loyalty and also give customers a good

experience. These steps work like magic for a wide range of companies in different
categories.

The steps of service work because customers are not consumers. They are people and
people want to buy from someone who makes them feel special, someone who takes the time
to give them a unique and personalized experience. The most important component to the
Apple experience is that the staff isnt focused on selling stuff , said one Apple Store senior
leader. Its focused on building relationships and trying to make peoples lives better.

Its by focusing on building relationships that has made the Apple Store the most profitable
retailer per square foot on the planet. Apple Leaders and team understands that on an
emotional level people dont want to buy stuff. Customers want to build relationships with
people they can trust and who either 1) offer solutions to their problems or 2) make their lives
more enjoyable.
Language is important. The words that Apple Store leaders use to train employees to talk
about the Apple Products avoids traditional sales lingo. For example, according to the Apple
memo, when a customer makes an appointment to try the Apple Watch, an expert will take
that customer on a personalized journey. Employees are coached on building relationships,
not on moving the highest number of products. Remarkably, by doing so, they move a large
number of products. Language used with employees makes a big difference in how they view
their roles and, by extension, on the service they provide your customers.
When we see a sign on a door that reads Cashier Wanted, its a red flag that the company
doesnt understand customer service. In 2001 the Apple Store purposely avoided the title
cashier. They did, however, hire concierges and geniuses. Words have power. Steps of
service have power. The sooner you understand the difference between selling products and
building relationships, the sooner youll build a company that gets people talking and
buying which will indeed create a great experience of the Apple product lovers.

SUMMARY OF EXPERIENTIAL MARKETING MATRIX

SENSE marketing appeals to the senses with the objective of creating sensory experiences
through sight, sound, touch, taste and smell.
Apple has been providing consumers special experiences by stimulating human's senses,
galvanizing the Apple brand, and intensifying communication with the consumers. The
factors that stimulate senses are not only limited to Apple products, but throughout the
concept store, that consumers can experience and learn more about the brand, Apple. Apple
concept store is a place where consumers can 'experience' Apple. Consumers are able to see,
touch, listen, and experience Apple comprehensively. It was designed to maximize the
sensuous value and contribute to creating an image of the Apple as 'state-of-the-art' lifestyle.
FEEL appeals to customers inner feelings and emotions, with the objective of creating
affective experiences that range from mildly positive moods linked to a brand to strong
emotions of joy and pride.
1. Keep it simple
Apple understood the concept of simplicity early on and made sure that their marketing
was as simple as possible. In Apple marketing, the ads and other marketing messages are
very straightforward -- typically showing the product and letting it speak for itself. Leave
out the flashy noise, strip down the content to the bare minimum, and display simple
graphics that translate your message. There is no need for jargon or technical terms that
take away from what you are really offering your audience.

2. Use product placement

Apple has the budget to get its devices on television shows and movies. Any marketer
can place a product with an influencer who can then share it on their social media sites
like Instagram or Snapchat. Once an influencer shares your product and shows their
followers how beneficial it is, the seed is planted and leads are made.

3. Leverage reviews
Apple has done well getting reviews from its customers. A free trial or sample can be
offered in exchange for a testimonial or a review that appears on social media or a
review website. Many times, customers are happy to give a review if you just ask them.
A coupon or some other exclusive deal is icing on the cake.
4. Focus on unique value proposition rather than price
A big part of Apples marketing strategy is that they never get involved in price wars.
They stick to their pricing albeit it is often much higher than any of the competition.
They can do this because they focus on t their unique value proposition that no other
competitor has been able to emulate -- beautiful products that work straight from the
box.
Apple also focuses on providing a great user experience with cool features and extensive
applications that put it in a product class by itself. Whatever device Apple is offering,
they make sure the customer feels like its worth paying the higher price.
5. Stand for something
Customers want to know that you represent something -- core values that they can see in
action in order to feel comfortable buying and using your products. This stand goes
beyond just the product. It must be apparent in everything else connected to it -- the
packaging, retail appearance and marketing collateral. The messages must repeat those
values throughout all platforms.

Messaging consistency reinforces the beliefs of your audience; that your brand can
always be counted on to deliver what they stand for. You need to look at everything
related to your marketing efforts and make sure there is a unified look and feel.
6. Create experiences, not just products
Anyone can make a product, but not many can create an experience for the customer
that is memorable and entices them to come back again and again. From product
launches that feel like going to a rock concert, to workshops, and learning the use of
apple products, to stores and online shops that revolutionize the shopping experience.
Apple invented the idea of customer experiences. Instead, Apple has made looking for
and buying computers, tablets and other devices exciting.
7. Speak to audience using their language
Because Apple has studied their customers intently, they know how to speak to them in
their own language, which creates a deeper bond and encourages more sales. Apple has
found a way to reach customers on a new level by Focusing on studying their customer,
how they interact and talk on social media, and speak to those aspects of your product or
service that they are most interested in, and use the words they would use.
8. Develop an aura and mystery around what you are doing.
The best marketing approach Apple has used is to create mystery about what they are
doing next with product launches and announcements that keep what they are up to
under wraps until the big unveiling. This turns customers into rabid fans and gets them
pumped up in a way that has them buying whatever it is rather than stopping to think if
they even need what Apple is introducing.
However, Apple has gone even farther by leaking certain information and starting
rumours to further stir the mystique around a product introduction. Usually, marketers
tell their customers everything about a product, but Apple creates more excitement by
withholding information and making everyone speculate.
9. Appeal to emotions

Apple has created evangelists out of their customers primarily because they have been
able to reach and hold on to them at an emotional level. Apples ads show happy people
having a great time with their iPads and iPods rather than focusing on memory size or
battery life. The more their visual content appeals to emotions like happiness, enjoyment
and inclusion, the more likely that content will be shared with others and generate the
viral movement that Apple has leveraged.

10. Use visuals

Fewer words and more images that can make a greater impact upon the customer
experience. Apple even had ads with only 10 words because they understand that the
words, especially the excess of words, is not what resonates with customers and
prospects. Apple has a marketing strategy that continues to drive growing sales
throughout the globe.
THINK marketing appeals to the intellect with the objective creating cognitive, problemsolving experiences that engage customers creatively. Think appeals to engage customers
convergent and divergent thinking through surprise, intrigue and provocation.
Think Different: The Ad Campaign
Think Different told everyone believing in Apple why it was worthwhile to keep Apple
alive and not follow Michael Dells advice. With this ad, Steve Jobs refreshed the meaning
that every existing and future Apple product comes bundled with. It will turn out to be the
hardest thing to copy for all competitors.
ACT Marketing aims to affect bodily experiences, lifestyle and interactions.
What Apple achieved in the world of business and marketing is truly astounding and
inspiring. Theyve consistently (especially in the last decade) managed to tune into the
minds of their target audience. Apple has created a marketing mecca we all strive to achieve
at some point. They created a lifestyle brand.

Simple, friendly, innovative and stylish are some of the words use to describe the. Most
Mac users tend to stick with the brand throughout their life and, sooner or later, become
ambassadors of the brand. Apple has achieved this level of loyalty and brand equity. From
the way products were designed to how the retail stored operate. Everything is designed to
fit the Apple brand. And the brand has been meticulously designed to fit the target market.
No wonder they have such a cult following.

RELATE marketing relate the person to a broader social system, thus enabling strong brand
relations and brand communities.
Three different ways of relating the brand by building campaigns workshop or experiences
for people:
Apple Retail Store- A place to visit, meet friends, learn and have enjoyable time. The
company actually wanted visitors to come in, use a computer, and other gear and feel
comfortable checking their e-mails.
Workshop- Switch at 6 is a workshop organised for weekdays. In this the windows users
will come to learn Macintosh.
Project and Accomplishment: School Night at the Apple Store, here teachers and students
visit the store Every Tuesday to showcase their Macintosh Computer projects and
accomplishments.

Communication Identitie

Products Co-

Environment Websites People

Brandin
g

Sense

Feel

Think

Act

Relat

e
EXPERIENTIAL MARKETING GRID APPLE

Sense Communication: Ability to take your retail store to the consumer it takes the brand
directly to the consumer and allows them to experience the product/service at their pace
through live demonstrations and sampling.
Feel communication: Create huge launches, workshops and activities that give consumers a
"feel good" and memorable experience while learning about the brand.
Feel Environment: Creating an atmosphere that is inviting and interactive opportunity to
build brand awareness through creative display properties and signage.

The Apple Store is much more than a store. Its a place to learn about your Apple device. And
a place to discover your creative side. We offer free workshops for people of all experience
levels, along with youth programs like Apple Camp and Field Trip.

Cupertino, California Apple this morning released a new film, "The Human Family,"
celebrating the diversity of the human race through a collection of images captured by iPhone
users around the world. Narrated by the late poet laureate Maya Angelou, the film seeks to
highlight that no matter where we come from, we are more alike than unalike.
Finger touch first by apple.