Marketing Of Iphone In India

Introduction --

The Apple which is the name for loyalty it was launched as a unique product in the market.

Not

since the introduction of the original Apple Macintosh has a product introduction been met with so much anticipation. The Apple iPhone is an elegantly designed information communicator forged from steel and silicon that runs pioneering software under Apple’s OS X in a Unix Kernel. The iPhone combines smart phone capabilities with a simple to use graphical interface projected on a large ‘multi-touch’ display. Apple has managed to create a Macintosh computer with mobile phone capabilities, bundled within an Internet enabled PDA and an iPod body. They launched Internet connected multimedia smart phone. With the new features as ever before. The features are:

The other features like

1.

Multi touches display screen.

1.

Multimedia

2.

GPS.

2. E-Mail

3.

High speed Connectivity 3G.

3. Internet Connectivity

4.

Clarity.

4. Camera

5.

Uniqueness.

APPLE was launched their Iphone in India on Aug 22 2008 in some selective metro cities only. Tie up with the Vodafone and Airtel, to penetrate into the market. Because of huge price variation it is facing the problem to fix in the market.

Market segmentation : It is the identification of portions of the market that are different from one another. Segmentation allows the firm to better satisfy the needs of its potential customers. Demographic segmentation –

In demographic segmentation, we divide the market into groups on the basis of variables such as age, gender, etc; these demographic variables are so popular with marketers so that they are often associated with the consumer’s needs and wants. And they are easily measurable. Here are the demographic variables have been used to segment markets. Age -- The companies target audience is the youth and the professionals who want be online 24*7. AGE 0% 5% 55% 45% 5%

<15 years 15 - 20 years 21 - 30 years 31 - 40 years > 40 years

Gender -- they targeted both genders(according to survey 70% of “I phone” users are male). Gend er 70% 30%

Male Female

Income -- they targeted the upper middle and high level peoples. Incom Low lower

e 0% 5%

medium Medium upper

15% 35%

medium High

45%

Occupation -- self employed (superior level peoples), supervisory levels, officers junior executives, middle and senior executives these peoples can afford an iphone. Education – non graduate, graduate, post graduate(general or professionals) can understand the iphone setup and easily use it. They have tie up with the Vodafone and Airtel, to penetrate into the Indian market.

Geographic segmentation In Geographic segmentation calls for the different geographical units such as states, regions, cities and the south Asia is a one of the major geographic segmentation variables relevant for marketers. Here markets are mainly divided into the rural and urban areas. The Geographical variables have been used to segment markets. Area -- urban City – class-A cities only i.e. metro politician cities Region -- 4 regions South india : Bengaluru, Chennai, North india: Delhi West india: Mumbai East india: calcatta.

Socioeconomic classification The people belongs to the high job profile with efficient communication knowledge can use it The purchase potential of this product is limited up to the A1, A2 and B1, B2.

Refer to the page number for socio economic graph. Psychographic segmentation -It is the science using psychology to better understand the consumers, and what extra we can do for them. In Psychographic segmentation, buyers are divided into lifestyle, personality or values. Lifestyle – Business class, style, outdoor oriented. Those who want to spend money on brand not on the quality. Personality: Gregarious, Ambitious, Authoritian, Open to experience new things. For the people who likes the new products. Occasions – special, regular. Benefits – Quality, speed. It has better speed than any other cell in its range. User status: potential user, regular user. Usage rate – medium This product is for who don’t use their cell heavily. Loyalty status: strong, absolute. Some of the customers as stick to one brand, who expects lot from that brand. Readiness stage: Informed, Interested, Desirous, Intending to buy Attitude toward product: enthusiastic, positive, indifferent, hostile. It’s purely depending on individual perception regarding that particular brand. Life cycle stage -- It is in the introductory state and the apple company is not getting so much market as it is excepted, because of the market bull nokia and it is not have any of the factory outlet from where consumer can buy iphone directly and because of their price variation customer are hesitating to buy iphone. SWOT ANALYSIS

The main problem of which is reducing the growth of iphone is 3G network which not yet established in India. And their going to upgrade their old model that is Iphone: This was without 3G technology. But they do not launched in india Iphone 3G is launched in the Indian market because of huge competition and varying price it will get better position in market. To overcome all these criteria Apple decided to launch a new model Iphone 3GS in that they tried to add advanced features that attract customers in large amount. Apple iphone is good and a unique experience but with many drawbacks, such as: 1) Messages cannot be forwarded and are grouped according to sender 2) Bluetooth is only for Headphone and there is no way of connectivity other than a cable connectivity with PC or other Phones 3) Calls cannot be picked directly till u slide the key. Not even on Headphone. This means if u are driving, its difficult to pick up a call 4) U cannot set any other ringtones, other than itunes set by apple. nor u can download ringtones from Apple site, if ur phone is unlocked, as this becomes illegal 5) U cannot upgrade ur phone through Apple website (if it is a unlocked/unbilled phone) as apple may lock it again if u connect to there website 6) Settings wizard is very confusing 7) Difficult to get accessories in India 8) Very Expensive phone with huge price difference (US price Approx. INR 18000/- while it is sold at INR 35000/- in India ) and very less resale value 9) Time to get licensed unlock phone. Apple plans to lauch the same on 24th March 2008 in India

CONCLUSION: The APPLE IPHONE has failed to establish its market in india. Customer in India pays $200.00 more than US customer over the period of 2 years. Plus Indian customer will lack 3G, unlimited data plan and more localized application. These can attributed to lack of data usage and low volume of customers. Cost may come down in India if more people use data plans this again takes couple of years. Apple may be a great product; I don't deny that by any means. But Apple IPhone has two things going against it at this moment in India particularly. 1. It has some notable features missing in itself which makes me least interested to buy it with a price which can bring me the best of mobile phones from other manufacturers. 2. India isn't even ready to put some of Apple iPhone's advanced features into effect such as 3G, GPS navigation and etc discussed above and that is not Apple's mistake by any means. So, taking all these into account, and once-so-excited soul about Apple iPhone heaves a sigh and signs off.