2. Table Of Contents
• Company Profile
• Data of Smartphone Users in India
• Why Apple iPhone is a failure in India?
• Marketing Mix
• SWOT Analysis
• Strategies for Capturing Indian Market
• Conclusion

3. About the Company
April 1st,1976 - Founded
January 3rd,1977 – Incorporated and is now called as
Apple Inc.
Headquarters - Cupertino, California
Co-founders - Steve Jobs, Steve Wojniak
CEO – Tim Cook
Industry - Computer software, hardware and electronics.

4. Sales & Revenue
Sold 125 Million iphones in 2012
Apple Made $156.5 Billion in 2012
Firm made the profit of $41.66 billion in the year
2012
Total Cash Reserves-$137.1 billion

5. There are 27 million smartphone users
in urban India: Nielsen survey
• Mobile Phone users in india-India is considered to be one of the
fastest growing mobile markets with around 900 million mobile
phone users, according to TRAI (Telecom Regulatory Authority of
India)
• Growth- The smartphone market in the country surged by 17 per
cent
• Usage Pattern Of Smartphone Users-22 million people use their
smartphones for social networking, 24 million use it for online
searching, 21 million for looking up app stores and 19 million each
use these devices for chatting and mailing, respectively.
• Around 16 million users view streaming videos; another 16 million
use smartphones for maps and navigation while 8 million each use it
for banking & finance, travel, shopping and accessing Web portals.

6. Why Apple iPhone is a failure in
India?
• Pricing Strategy-India is a price sensitive market.
• Lack of Promotion & Advertising for indian
consumers- Apple didn’t run any of its own campaigns
in India.
• Ineffective Distribution model-In India apple has
only 2 distribution agency ie Redington and Ingram
Micro
• Retail Stores-Apple has no official, self-owned retail
stores in India all of them are the mixture of official
and unofficial Resellers .

8. PRODUCT
•Iphone 2g(first
generation) was
launched on June 2007
and later comes the
next generation Iphone
that is 3g,3gs,4g,4gs and
•Finally comes Iphone 5
on Nov 2, 2012.
•Dimensions have also
been changed
throughout the years.

9. PRICE
• There is no doubt that pricing plays an
important role in any field or industry.
• Adopted Psychological Pricing
• EMI options to the customers

11. Revised Price
Iphone 5 (In rupees) (In rupees) (In rupees)
MODEL OLD PRICE
REVISED
PRICE
SAVINGS
16GB 44,000 39,990 4010
32GB 54,000 49,990 4010
64GB 60,000 55,990 4010

12. PLACE
• Self owned retail outlets ie (tier I cities)-By having the
self owned retail outlets we can eliminate the
intermediaries.
• Franchise Retail Outlets-Opening franchise retail
outlets in tier II and Tier III cities, such that the
product is readily available to the potential customers
• Massive rollout at the leading retail chains (future
group,Vijay Sales,Next retail etc) -Again for the
availability purpose and also for the convenience to
the potential customers.

13. PROMOTIONS
• To offer Students discount
• A massive TV campaign should be planned before
launching the iphone.
• Create a Buzz everywhere-Both Online and offline
• Free Designer Cover with an iphone

14. Positioning

15. STRENGHTHS WEAKNESSES
 Well recognized ,product
differentiation, unique design, easy to
use product
 Strong brand image, Brand stability
,High brand loyalty
 Easy to Carry
 ITUNES App for music and movies
lover
 Strongest player in mobile apps
market More than (350,000 apps)
•High Price
•Limited Distribution Channels
•Product recalls, defects may harm
reputation and as significant warranty and
other expenses
SWOT ANALYSIS

16. Opportunities Threats
 Strong growth in smartphone markets to
boost Apple’s revenues
 Robust outlook for mobile advertising
market provides growth opportunity
 Mobile advertising market is forecast to
reach approximately $25 billion by 2015
 Increasing demand of online music and
other like cloud based services.
 Rising popularity of
Google Android may
affect its market share
 Very reliant on specific
suppliers and
component providers
 Intense competition
 Highly dependent on
consumer purchases

17. Strategies to Capture Market in
India
• Stronger Distribution Networks
• More number of retail stores for easy access
• Lowering the cost of products and maintaining the
same quality standard.
• Tie ups with all the leading ecommerce companies
(flipkart.com,jabong.com,amazon.com etc)

18. Conclusion
• It can be concluded that no company is big or
small in terms of capturing market or attracting
customers.
• If the marketing strategies are formulated and
executed properly then the company is bound to
earn profit.
• Therefore apple iphone has seen and understood
the flaw and have redesigned its marketing
strategies as per the current market trend and is
now expecting a boom in its sales particularly in
india.