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Positionnement d'apple

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Positionnement d'apple

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Positionnement d'apple

  1. 1. APPLE 1 1976 APPLE 2 1977 APPLE 3 1980 MACINTOSH 1984 IMAC 1998 IBOOK 1999 IPOD 2001 IPAD 2010IPHONE 2007
  2. 2. IPHONE 6+ 2014 IMAC 5K 2014
  3. 3. 1976 1980 1984 2001 1999 2007 2010 2003 2011 • 1er Avril: création de l’entreprise par Steve Jobs, Steve Wozniak et Ron Wayne • Juillet: le premier ordinateur de la marque Apple est présenté par Palo Alto, en Californie • Sortie de l’ordinateur Macintosh, proposé avec un lecteur de disque et souris. • Lancement de l’iBook, le premier ordinateur portable d’Apple. • Lancement de l’iPod. • Premier magasin physique Apple, à Palo Alto • Lancement d’iTunes Store, la boutique en ligne de musique de la marque. • Apple s’intègre au marché de la téléphonie et lance l’iPhone. • Lancement de la tablette tactile iPad. • 4 octobre: Présentation de l’iPhone 4S lors d’une keynote dirigée par Tim Cook. • 5 octobre: décès de Steve Jobs, ex –PDG D’Apple. • Entrée d’Apple en bourse.
  4. 4. STRATÉGIE APPLE •SEGMENTATION •CIBLAGE •POSITIONNEMENT
  5. 5. MARKETING MIX
  6. 6. Apple Mac iPod iPhone iPad Macbook air iPod Classic iPod TouchMac Pro iPod Nano iPod Shuffle Macbook pro iMac iPhone 3GS iPhone 4 iPhone 5 iPad 2 iPad
  7. 7. PRIX •POLITIQUE D’ÉCRÉMAGE
  8. 8. COMMUNICATION •NOM •LOGO •CAMPAGNE PUBLICITAIRE : « THINK DIFFERENT »
  9. 9. DISTRIBUTION •LES BOUTIQUES APPLE STORE •LA BOUTIQUE APPLE STORE ONLINE (ASO) •LES « MINISTORES » INDÉPENDANTS
  10. 10. MERCI POUR VOTRE ATTENTION

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