PRESENTATION ON HOW APPLE IS FOCUSING ON

EXPERIENTIAL MARKETING

GROUP MEMBERS:

NEEVA SHAH (1011517060)

ADITYA SHUKLA (1011517006)

SUBJECT: EXPERIENTIAL MARKETING

GUIDED BY: DR. TEJAS SHAH

SUBITTED TO: SHANTI BUSINESS SCHOOL

INTRODUCTION OF APPLE

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.

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
second-largest mobile phone manufacturer.

WHAT IS EXPERIENTIAL

MARKETING?
Experiential marketing is a form

of advertising that

focuses primarily on helping consumers, to experience a

brand.
Experiential

marketing is to form a memorable and

emotional connection between the consumer and the

brand so that it may generate customer loyalty and
influence purchase decision.

ADOPTION OF 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.

The Apple Stores magic formula: Building relationships is the secret to

selling more products. The soul of the Apple Store is its people , 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

EXPERIENTIAL MARKETING GRID APPLE

SENSE MARKETING

SENSE

marketing appeals to the senses with the

objective of creating sensory experiences through sight,

sound, touch, taste and smell.

1.

Sense Communication: Apple advertises the product through

Ad and by showing products it in movies or T.V shows, this is
how they communicate with use of different senses.

2.

Sense Identities: Logo & Display as well as signage that an

individual is able to see and also the embossed logo of apple
gives a sense of touch and identification of brand. It creates a
strong desire by looking or touching at the logo or signage of
Apple and its products.

3. Sense Products: The Apple products can be experienced with all the senses
like the product can be taken into hand and touched, it can be seen, the
display as well as touch can be felt and the music can be heard.

Eg-

Earpods (New Bluetooth Airpods without jack and connector).

4. Sense Co-Branding: Apple has co-branding with Nike. Also we can see Airtel,
Vodafone, JIO, AT&T etc in the Ad of Apple products like IPhone,

i-pods etc.

5. Sense Environment: The retail store ambience which is grand and spacious
that we can see with our senses creates a feeling of good environment. The
space is beautifully designed with elegant aesthetics that can be felt through
senses.

6. Sense Websites: One can see the Apple website that is simply designed
with good clicks/images and information about Apple that we can read
on it.

7. Sense People: One is the peer groups or different users that show us the
apple products and talks about the brand & its features and second is
the employee that teach us about different apple products. Thus, these
two categories of people play a vital role in association with the senses.

FEEL MARKETING

FEEL Marketing 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.

Feel communication: Apple Create huge launches, workshops and

activities that give consumers a "feel good" and memorable experience
while learning about the brand. The ad that they communicate to the
public to attract them is also in a way where customers feel about the
product or brand after looking or hearing the ad or may be taking the
product in hand at retail store.

2.

Feel Identities: The Apple Logo/Signage on the product makes the

users or customers feel proud of having an Apple product and builds a
feeling of brand value in itself.

3. Feel Products: Enjoying Unmatchable touch, High Quality Display

Camera, i-tunes, Siri, etc are some of the features that gives a superior
experience and feeling of having something valuable spent for the
product.
4. Feel Co-Branding: Apple has co-branding with Nike, where Nike is
targeting the sports lover and the fitness freak people simultaneously
enjoying music and maintaining a daily health record of exercise. Thus
Apple provides it all and has co-branding with such a live brand which
creates more positive feeling as both the brands are doing well.

5. Feel Environment: Apple creates an atmosphere that is inviting and interactive

opportunity to build brand awareness through creative display properties and signage
in the retail store.
6. Feel People: The colleagues or peer groups as wells as friends and family considers
that apple users doesnt have an ordinary product but has beautiful product with
latest technology. This people gives a little higher importance by sometimes saying that
one possesses an Apple product. It is considered as status of having an apple
product, and it is also seen among customer experiences review that the iphone users
are mostly known for taking good clarity clicks in their iphones.

THINK MARKETING

THINK marketing appeals to the intellect with the objective creating

cognitive, problem-solving experiences that engage customers creatively.
Think appeals to engage customers convergent and divergent thinking
through surprise, intrigue and provocation.

1. Think Communication: Apple has promoted the Think Different campaign

which communicates that every individual is different and possess unique
qualities in them which makes them different from others like Apple has its
unique image in the market.

2. Think Identities: The logo and the signage tends to make people think
about the most happening brand of the world. The apple logo is a mystery
to many of the people even today.

3. Think Product: During the time of any new product launch, Apple has
always created a curiosity in the minds of people which engages them to
think about the upcoming new and innovated product with new features
and specifications.

4. Think Co-Branding: Looking at Apple, the co-branding attracts people

catering to Nike to trust the brand Apple, and buy products of the same
as well.

5. Think Websites: The websites give out the further scheduled dates of the
launch of products timely which creates curiosity in the minds of the
people to think for the product, innovation and technologies and keep
checking the websites for any news in Apple.

6. Think People: Since the news is floated about the launch of product or
software updates the people in the peer groups, family, friends etc keeps
on discussing a lot about it which increases the desire of a person to make
the further purchase.

ACT MARKETING

Act

Marketing aims to affect bodily experiences, lifestyle and

interactions.

1. Act Communication: Apple communicates its brand to the market with the
help of Ad. These Ads displays the type of the users -like businessman,
students, youth, corporates, etc. This gives an insight to the customer of
acting in a similar way. Apple thus targets its segmented audience in this
manner and also positions itself as a part of lifestyle for them.

2. Act Identities: The logo and signage itself shows status and power of the
brand which enjoys the competitive advantage over other players in the
market. It portrays itself as a lifestyle brand for customers/users.

3. Act Product: Using an Apple Product creates a different high end image of the
individual. As people see Apple as a lifestyle brand, there are families &
people who buy any good technology or product but only from Apple. The
showing off an apple product has been common nowadays as it shows a
persons high end lifestyle.

4. Act Co-Branding: Nike being the co-brand with Apple, both these brands are
doing great in market in their own fields. People consider both these brands
as lifestyle products offering brands. Both the brands- Nike & Apple cater
people from each other and also has trust.

5.

Act Websites: The Apple websites show the Apple stores, the different
services, and programs that they offer and also the images of products
which all intends to define the way of lifestyle of an apple user.

6. Act People: Social Interactions or status of an individual among other

people or society for being the apple user and thereby transforming the
ordinary lifestyle into high end.

RELATE MARKETING

RELATE marketing relate the person to a broader social system, thus

enabling strong brand relations and brand communities.

1.Relate Communication: Apple communicates about the different workshops

and training for apple products that they organize and also about the
launching through websites. The Tv commercials also show the look and
specifications of the product in a way to communicate to the people all over.

2.Relate Identities: The apple users are believed to have a different identity
among the crowd for being an Apple user. The apple symbol creates a
different image in minds of people of having a rich high end brand.

3.

Relate Product: The Brand addict people of apple seems to have a similar
kind of drive to purchase the Apple products by waiting in a long queue
outside the apple stores at the time of launching specially to be the first
buyers of New Apple Product. There are some people who are also ready to
pay a huge premium price especially for the Apple product which are newly
entering into the market.

4.

Relate Co-Branding: People tend to form a relation with brand associated to

apple such as Nike. The person who is a nike lover, if explained the concept
of this brand association, will also connect to apple products.

5.

Relate Environment : The environment of curiosity is created by a group

of Apple lovers during the time of launch.

6. Relate Website:

The websites shows the information about

different workshops and projects where people can attend two

programs, SWITCH @ 6, SCHOOL NIGHT AT THE APPLE
STORE. This is how communities are created by encouraging
such activities. Also through websites people come to know
about the grand launch of the apple products and thus people
spend a day or a night waiting in a queue to be the first buyer
and pay a high price. This is an evidence of strong brand
relations.

7.

Relate People: The Apple users going for training sessions or the workshops
creates their own brand community. Also the apple users has the feature of
i-message where the I-phone users can send text messages within them by
the use of Wi-Fi.