How does Apple do marketing planning?Apple Advertising Strategy Case Study

someone engaged inTaobaoE-commerceThe training friends, after watching this video of Jobs' speech inside Apple, said:

"Every time I read it, I read it again, and every sentence is a golden sentence. Every time I read it, my understanding is not the same."

• He asked his e-commerce trainees to participate in the 18 RMB training course he attended last time.Internet marketingBrandsPositioningcourse.
• Then ask: How was the harvest?
• The other party said: "The product is cost-effective, which is not a good marketing strategy."
• The logic behind this is that byWeb PromotionThe products should be differentiated as much as possible, and then sell at high prices. The cost-effective products will be very tired in the market.

? Apple is how to do marketing planning?

"Marketing is about value"

?Jobs Apple advertising marketing strategy video process tips

Think Different, this ad released by Apple in 1997 may have been seen by many people.No Apple product is shown or mentioned in the ad, only toA series of rebellious and innovative geniuses and great men such as Einstein, Martin Luther King, Picasso and so on.And after this ad was released, it was hugely influential and became a turning point in Apple's re-emergence.

The video was released in 2013, two years after Jobs' death.The video records Jobs' speech inside Apple on September 1997, 9, when he had just returned to Apple for about 23-8 weeks, working on streamlining Apple's product line and refocusing Apple on the cause of creating great products.

In the video, Jobs explained how he thinks about the meaning of brand building, what is the core value of Apple's brand, and the background about creating the Think Different ad.

? Jobs' internal speech at Apple

“To me, marketing is all about values. The world is very complex and very noisy, and we don’t have a chance to be remembered by the masses, and no company can do that, so we have to put what we want to be remembered. Speak clearly and clearly about what you live in.

Fortunately, Apple is now one of the top five brands in the world, closely behind Nike, Disney, Coca-Cola, Sony; Apple is a giant among giants, not only in the United States, but all over the world.Even so, if a great brand wants to maintain its leadership and vitality, it needs to invest in and take care of the brand.Over the past few years, Apple's negligence in this regard has affected the brand.We need to get back what was lost.

This is not the time to talk about speed and feedback, it's not the time to talk about MIPS architecture and megahertz, it's not the time to talk about why we're better than Windows.

The dairy industry has spent two decades convincing the masses that milk is good for people.Even though it was a lie, they tried it anyway. (audience laughs) When milk sales were like this (thumbs down motion), they tried the famous "Come on milk" ad; so the sales went like this (arms up), "Come on with a glass of milk" "The ad doesn't even talk about price - in fact, the merchant doesn't intend to focus on price.

However, the best example is Nike. Nike can be called the strongest in the world of marketing. Remember, Nike sells goods, shoes.However, when you think about Nike, you think it's different from other shoe companies.Everyone knows that Nike ads never mention price.They'll never tell you what's hidden in a Nike air cushion and why it's better than Reebok's.So what exactly is the Nike ad promoting?They promote respect for great athletes and competitive sports, that's Nike, that's what it's about.

Apple spends a lot of money on advertising, you never know... When I came here, Apple (just) fired the ad agency, spent 23 years on a shortlist of 4 companies, and finally We identified one, and we were ecstatic to hire Li Daiai advertising agency. I think Sansheng is fortunate to be able to cooperate with Li Daiai. Just a few years ago, Li Daiai's works won several awards, one of which was made by professional advertising. People's Choice Award for Best Advertising Since 1984.

And just like that, we started working with Li Daiai again, and the question Apple asked about it was that our users wanted to know: "What is Apple? Where does it stand? Where does it stand in the world?" Apple does more than just help people A machine that gets the job done—although it is as good as it gets, and in some cases, the best—but Apple is much more than that, and its core value lies in believing that passionate people can make The world is a better place, that's what we believe in... We madly believe that the people who can put it into practice are the ones who can change the world.

As such, Apple intends to launch its first brand marketing campaign in a few years to bring the company back to its core values.Many things have changed. Today's market is completely different from 10 years ago. Apple is brand new, and so is Apple's status... But Apple's values ​​and core values ​​cannot be changed. What Apple's core values ​​identify is what Apple is today. stick to something.

We wanted to find a way to communicate, and I'm moved by what Apple has.Apple honors the people who changed the world, some of them alive and others who have left us.But as you know, of those who have passed away, whoever has used a computer is generally an Apple computer.The theme of the advertisement is "Think Different", and the purpose is to pay homage to the people who think differently and promote the progress of the world.That's what Apple does, and it touches the soul of Apple...I hope you all resonate with it as much as I do.

Jobs blamed Gates, Gates retaliated?

Once Jobs stormed into the Microsoft offices and got into a big fight with Gates.He pointed to Gates' nose and said, "I trust you so much, and you steal my stuff." Jobs was so excited that he almost cried.

At that time, Microsoft was just a service provider of Apple, helping Apple develop operating systems and applicationssoftware.Unexpectedly, Gates "betrayed" Steve Jobs, announced his cooperation with IBM, and stole the interface of Apple's system.

In the face of Jobs' accusations, Gates showed no weakness: "We have a rich neighbor called Xerox. When I broke into their house to steal the TV, I found that you had moved it."

Jobs was speechless in this paragraph, because Apple's interface is not original, but uses Xerox's creativity.

??A monopoly market is an effective barrier

Tech blockades are never effective barriers:

• Many people say that if Apple's operating system is willing to be compatible with other people's machines, there will be no Microsoft, and the world will be without a great company with a market value of trillions of dollars.
• Therefore, in the eyes of capital, technological blockade is never an effective barrier, but a monopoly market.