Running head: GLOBAL MARKETING OF APPLE IN INDIA 1

Global Marketing of Apple Product: iPhone in India

By:

Ahmet Celebi

Christina Cecil

Wayne Fortin

An assignment submitted in partial fulfillment of the requirement for MKT 631

School of Business Management

National University

Richard Hopkins

1/30/16
GLOBAL MARKETING OF APPLE IN INDIA 2

EXECUTIVE SUMMARY

Performed in the present, this particular case study provides insights into Apples global

market strategy of their product in India since its launch. With explanation of a few successful

marketing strategies that the company used to ensure major success in other significant countries,

this study is used to provide assessment on the enriching strategies that Apple as a company used

to spread their product universally. Further, this study provides an assessment of on the Indian

market that provided the Apple Company with a suitable entry into the global market amidst high

competition in the present industry of telecommunication. The product was launched was

introduced in the United States in the presence of much enthusiasm and fanfare from the public

and this further attracted the high anticipation of the product in India and universally as well.

This case also provides a devolvement into the companys pricing policy, product policy, timing

of global launch and ultimately the companys market strategy policy in India.

It highlights the strengths, weakness, opportunities and threat of the company in their

struggle to make apple product global. With the SWOT analysis, this study mentions the

successful factor of making a product enthusiastic in a new market when launched. There is a

rise of a global debate in this particular study of the impact of iPhone success and failure on the

Indian market in relation to other products existing in the Indian market both in the present and

in the future market in terms of trade. This study sheds light into the preliminary assessment on

how the Apple industry has managed to be in a better competition to compete in the existing

market. To offer complete understanding of the product price performance levels of the Apple

Company, this analysis compares the strategies used by Apple in comparison to other

telecommunication businesses. To provide a further critical analysis and assessment of the Apple
GLOBAL MARKETING OF APPLE IN INDIA 3

iPhone market and its strategies for entry into the Indian market, this study develops statistical

discussions to interpret the successes and failure of the Apple Company in India.

Apart from performing critical analysis on the Apple industry, the study digs deep into a

critical analysis of India; its Gross Domestic Product, its position in the global market, the

present reaction of its population to newly launched products in relation to software products. An

overview of telecommunication industry and the smartphone industry at large is analyzed in this

study showing all the technological innovation that occurred since the inception of mobile use

and how the industry has taken a different turn with the introduction of Apple phones.

Additionally, this examination looks critically as the ultimate success factors of Apple Company

in selection of targeted markets, targeted age, targeted concentrated markets, the marketing

patterns, advertising patterns and the best trade regions for the product.

To back up the research further, this examination provides figures and statistics in

attempts to communicate about the possible effects that had come with the introduction of Apple.

With the constant rising and growth of the middle class, statistics have concluded that handset

ownership India and in general has increased over the past few years and therefore Apple found a

huge ground to make successful entries into the Indian market. In the case of Apple, the pricing

strategy has been a huge weakness for the penetration of Apple into the existing market.

Statistics have proven that since its launching, the product has suffered reduced sales and low

saturated market places because of its pricing strategy that the market thinks is not pocket

friendly. The study concludes that Indians and the general market calls for a reduction of prices

for the Apple product for them to continue being successful in the present market and therefore
GLOBAL MARKETING OF APPLE IN INDIA 4

in comparison to other mobile devices, Apple pricing strategy is weaker and thus low penetration

in the market.

INTRODUCTION

As one of the so-called BRIC nations, India belongs to one of the fastest growing

economies in the world in India, there are 240 million mobile users, where the majority of

mobile users are of young age (Jain & Pant, 2015, p. 5). Therefore, from a marketing

perspective India has the largest customer base of mobile consumers. Though software and

product lines, Apple emphasize high quality and accessibility (Gupta & Prinzinger, 2013, p.

216) which represented a promising target market for Apple in the course of its global expansion

plans.

CULTURAL ANALYSIS

Indias GDP is the third largest in the world and the median age of the Indian population

is 26 years, making it among the youngest in the world (Bhadra, 2013, p. 59). Urban Indian has

over 27 million smartphone users. The number of smartphone users is higher in metros with

more than 4 million people. The average household income in India is just US $7,700 (Prins,

2014, 8).

SECTION 1: BACKGROUND ANALYSIS

1.1 Internal Analysis (Company)

Apple, Inc. is the leading technology company across the globe. On April 1, 1976, Steve

Jobs and Steve Wozniak founded Apple Company in a California. These two entrepreneurs were
GLOBAL MARKETING OF APPLE IN INDIA 5

able to the entire technology industry as witnessed in our contemporary world through

innovation and effective marketing strategies. Initially, Apple was basically competing in PC

(personal computer) industry.

Apple experienced rapid growth during high growth in the PC industry in the early

1980s. During this time, IBM was the key player in the industry. In 1984, Apple introduced its

Macintosh graphical user interface, which signaled the companys ability to revolutionize

technology industry. Between 1985 and early 2000s, Apple experienced numerous challenges,

especially due to increased competition in the market. Apples renaissance commenced in 2001

after it launched its iPod (portable digital MP3) and online store iTunes (which enables

customers to download the preferred music online) 18 months later. This did not mark the end of

its innovation. It penetrated into mobile industry when it introduced iPhone and iPad in 2007,

devices that revolutionized the entire industry around the world.

The company currently offers variety of innovative products and services such as iPhone,

Apple TV, iPad, iPod, Mac, and Apple Watch. It has a portfolio of professional and consumer

software apps to including Apple watch, Apple Pay, iOS, operating systems, as well as a variety

of technology services and solutions (Apple, Inc., 2015, p. 3). Apple Inc. has over 350 retail

stores worldwide and it employs circa 110,000 full-time equivalent employees (Sheer, 2012, 2).

In 2014 Apple announced its highest annual revenue to date with 182.8 billion U.S. dollars

generated in revenue. Over 100 billion U.S. dollars of this was generated by sales of the iPhone,

meaning that the smart device was responsible for an average of 56.2 percent of the companys

total global revenue throughout the year (Statista, 2016, 2).

GLOBAL MARKETING OF APPLE IN INDIA 6

Apples strategy focuses on leveraging its exceptional ability to integrate hardware and software,

as well as services in an innovative manner that creates outstanding experience and value to the

customers. The companys structure is basically based on geographic basis.

1.2 External Analysis (Industry)

Smartphone industry has been growing and is expected to continue expanding. After

China, Indias mobile handset market is the second biggest globally. Indias mobile handset

market has been growing over the past several years, and is expected to experience steady

increase in the next five years. Between 2010 and 2011, the market grew from US$5.88 billion to

US$6.75 billion, an increase of 15% (Pandey & Nakra, 2014, p. 8). This trend, which is expected

to persist, is attracting many players who are seeking for higher margins.

The market offers an appealing opportunity for companies offering smartphones since

many people are substituting basic mobile technology with smartphone technology. This is

because people are seeking for innovative applications and features incorporated in mobile

devices that can enable them to carry out numerous additional functions. Apart from

functionality, there are other factors that influence consumer purchasing behavior including

properties, brand, interface design, price, and physical appearance of the product.

1.3 International SWOT Analysis

Strengths

Resources: Apple has sufficient resources in terms of cash and human resources. The

companys net sales have been increasing for the last five years. Apple's revenue came to a total
GLOBAL MARKETING OF APPLE IN INDIA 7

of 13.9 billion U.S. dollars. In 2013, revenue was up to more than 170 billion US dollars

(Statista, 2016, 1).

Established brand: Apples brand is highly recognized across the globe. The company

has been able to offer high quality products that deliver unique value to the user. This can help

the company to influence consumers purchasing behavior (Muzumdar, 2015, p. 15).

Weaknesses

Pricing: The inability to match other rivals pricing strategy is a core weakness at Apple.

Android-based smartphones, which dominates major market share, are available at low-costs

(Pandey & Nakra, 2014, p.10).

Threats

Competition: One of the threats in the market is fierce competition from existing players

in the market. Apple will face increased competition from existing players in the market that are

offering Android-based devices including Samsung, HTC, LG, Motorola, Windows Phone, and

Nokia, among others (Pandey & Nakra, 2014, p. 7).

Legal issues: Apple is not immune against legal issues associated with violation of

intellectual property rights including trademarks, copyrights, and patents. Other rivals in the

market could copy Apples design and/or features, thus leading to legal disputes.
GLOBAL MARKETING OF APPLE IN INDIA 8

Opportunities

Expanding market: the mobile market in India has been expanding. According to Bhave,

Jain, & Roy, (2013), the market value increased from INR 1.1 trillion in 2012 to INR 1.2 trillion

in 2013, which is equivalent to 8% increase. The subscription of smartphones in India has

experience a dramatic increase. For instance, in 2013, number of smartphone users reached 40

million.

Potential market share: Half of smartphone users in India are people under 25 years,

which accounts for 50% of the total population in the market.

High adoption of mobile phone: most people in the country are highly adopting mobile phones to

download apps since they are eager to learn about novel areas and domains. This is an appealing

opportunity in a sense that mobile phones are appropriate marketing media.

Changing consumer behavior: smartphone users are mainly young people and the often

change their devices. This implies they are curious to test new products available in the market

(Patel, 2014, p. 75).

1.4 Preliminary Assessment

The Indian smartphone industry offers potential market for Apples iPhone. There are

potential customers who are willing and able to purchase new brands that deliver unique value to

them. These customers are people born between 1977-1994 this group is known as generation Y.
GLOBAL MARKETING OF APPLE IN INDIA 9

The market also consists of many potential competitors; however Apple is in a better

position to compete effectively in the market. Since Apple has a unique core competence that

helps it deliver the value that potential customers anticipate to gain. Furthermore, Apple has

established strong brand recognition and brand loyalty that will aid in persuading customers to

purchase their brand.

SECTION 2: MARKET SELECTION

2.1 Concentration vs. Diversification

Apple can apply either concentration strategy or diversification strategy. In this case,

however, diversification is more appropriate than concentration. If the company decides to use

concentration strategy, it would acquire sufficient competitiveness. Since it may lose

opportunities related to low transaction cost, skilled, labor, as well as access to know-how,

among others things. With the diversification strategy the company can take full control over the

production of required inputs and/or distributions channels of its products. Additionally,

diversification strategy can help the company create more business units by offering new

products/services in the market.

2.2 Best Trade Areas

Although the entire market offers promising future for Apples iPhone, some trade areas

are better than others. Before focusing on the entire market, Apple should target urban areas

(both small and big cities). Urban Indian has over 27 million smartphone users. The number of

smartphone users is higher in metros with more than 4 million people. According to report by
GLOBAL MARKETING OF APPLE IN INDIA 10

Nielsen Informate Mobile Insights, even smaller cities having a population of 1 lakh to 10 lakh

also offers an appealing opportunity for smartphones (Singh, 2012, p.1).

Apple should specifically target urban areas in North and West zones. North zone leads

with 11% of smartphone users followed by West zone with 8%. Later, Apple should target

Southern and Eastern zones which each have 6% of smartphone users in India.

2.3 Target Market Identification

Most users of smartphones are people below 25 years of age. This group accounts for

about half of the Indian population. These people are hardworking, open-minded, confident, and

are eager to purchase new brands available in the market. They are seeking smartphone devices

that can help them to perform more activities such as connecting with friends, searching

information, and accessing social media networks. They also highly embrace new technology

(Bhave, Jain, & Roy, 2013, p. 62).

2.4 Selection of Target Market

In order to capture potential market share, Apple should target people aged between 18

and 30 years. This segment covers people below 25 years, who are described as the most users of

smartphones in the market. According to study by Pandey & Nakra, (2014, p. 8), people between

18 and 30 years are more attracted by core-technical features, valued-added features, and

physical appearance. They are also less price-sensitive compared to other segments in the

market. Since Apples iPhone are somewhat more expensive when compared to other
GLOBAL MARKETING OF APPLE IN INDIA 11

smartphones so Apple should target this market segment. Later on Apple can target other

segments using the same product or new products.

SECTION 3: MARKET ENTRY

3.1 Market Entry Strategies

Entry into the market in India is faced with several restrictions. Rules of tariff change

every year along with the governments budget compilation so determining this is impossible to

do however Apple is fighting the mandatory 30% sourcing clause as it uses minimal hardware

for its products (Basu, 2014, 8). Initially the FDI policy for single-brand retails involving

foreign equity in excess of 51 per cent, it is necessary for the company to source 30 percent of its

contents from the countrys micro, small and medium enterprises (Basu, 2014, 9). This has

prevented Apple for being allowed to open its own retail stores in India. With recent changes in

the laws in FDI policy Apple will now be able to touch the customers directly. Having full

control of the customer presales, during sales and post-sales experience is what Apple aims for

and this is welcome news, aligning well with Apples vertical integration strategy, Neil Shah of

Counter Point Research told International Business Times (Gilbert, 2005, 5).

3.2 Method of Market Entry

While there are many different forms of marketing entry such as licensing which could be

a great strategy for Apple to employ however with tariffs changing each year this strategy isnt

the best option. Apple currently runs stores modelled on its global retail outlets through

franchisees (Basu, 2014, 8). Franchising seems to be the best strategy for Apple in entering

into India.
GLOBAL MARKETING OF APPLE IN INDIA 12

3.3 Selection of Clients, Distributors, and Partners

Since a large portion of Apples sales is made through third parties that sell many of its

products directly to customers and businesses (Gupta & Prinzinger, 2013, p. 216). Partnering up

with Indian telecom providers allows for Apple to sell the iPhone paired with the providers data

services. By also partnering with independent mobile phone retailers and specialized distribution

companies Apple should be able to reach a wider audience. With semi-official stores in India --

Apple Shops [would] operate as stores-within-stores to circumvent the rules, [be] staffed by

employees partially trained by Apple and offer an experience comparable to a typical Apple

Store (Gilbert, 2015, 20).

3.4 Negotiating Conditions

Negation conditions are done on the basis of franchising fees, sales territory, royalty fees,

contracts, and governmental development fees. This allows for Apple to work with the

government in order to establish their brand in India while still maintaining the regulation that

the government has.

SECTION 4: PRODUCT AND PRICE STRATEGY

4.1 Product and Service Selection for Target Market

Since our target market in India comprises of generation Y or those between 18 to 30

years of age. They have high disposable incomes and excellent economic growth, and are well

traveled and dynamic consumers (Schultz & Jain, 2013, 6). This part of the market views

luxury goods such as iPhones should be high-quality and provide good value (Schultz & Jain,
GLOBAL MARKETING OF APPLE IN INDIA 13

2013, 7). Since the market for luxury goods in increasing products like the iPhone and iPad is

what Apple should focus its sales efforts on.

4.2 Standardization vs. Adaptation

Apple uses a standardization strategy. This allows for easier planning and control for

Apple. However by keeping the price relatively the same from country to country Apple is losing

out on sales in the market in India. Apples current business strategy is to bring the best user

experience to its customers with superior ease-of-use, seamless integration, and innovative

design (Gupta & Prinzinger, 2013, p. 2).

Apple needs to change its strategy to an adaptation model to better meet consumers

preferences, product perception, intensity of competition and country-of-origin affect (Alon &

Jaffe, 2013, p. 317) since emerging markets such as India can cause issues for distributors in

developing countries. With adaptation [the company] can be evaluated not only [its] relation to

the final listed price, but also the entire transaction (Alon & Jaffe, 2013, p. 317).

4.3 Pricing Strategy

With the market in India still growing and consumers being somewhat price sensitive

Apples iPhone 6 starts at $649 (without contract) and tops out at $949 [makes it] impossible

[to] purchase when the average household income in India is just US $7,700 (Prins, 2014, 8).

In India the top vendor in a market where up to 70 percent of smartphones sold cost under

$250 (Gilbert, 2015, 11). This means that Apple needs to re-think its pricing strategy in order

to be competitive in the Indian market. Apple will need to look to focus on incremental
GLOBAL MARKETING OF APPLE IN INDIA 14

increases by offering cheaper, lower-storage models than in other countries and keeping older

models on sale for longer (Gilbert, 2015, 16).

SECTION 5: COMMUNICATION STRATEGY

5.1 Brand

Last year in 2015 Apple has retained its standing as most valuable brand, holding the

highest brand equity with a brand value of $170.3 billion which is a +43% change from the prior

year (O'Reilly, L. 2015, 1). Branding at Apple Inc. is a standout when it comes to technological

vision for the future and innovation. During the much-anticipated annual World Wide Developers

Conference consumers, developers and competitors tune in globally for Keynote presentations

delivered by Apples design and engineering teams where nothing short of innovation and

lifestyle advantages are anticipated. Such innovation stirs excitement for products you never

knew you needed until Apple creates them. iPod turned into a strong brand because of a number

of advantages over Walkman player, iPhone and iPad turned into even stronger brands as a result

of multiple advantages over competing mobile devices (Mourdoukoutas, 2013, 4).

As innovation develops so does value, seduction and image. All at the same time driving

customer loyalty and filling in the gaps in consumers lives when it comes to entertainment,

education, production and development. The company has established a heartfelt connection

with its customers. This can take several forms from building trust to establishing a community

around a product (Kahney, 2002, 20). With the current saturation of iPhones in developed

markets such as parts of Europe and the United States Apple will need to turn its focus on rapidly

developing countries. In the past few years Apple has already planted corporate owned stores in
GLOBAL MARKETING OF APPLE IN INDIA 15

Brazil, Russia and China, now its time to look into what it would take to bring the iPhone to

India.

5.2 Positioning in Target Market

Apple tends to position itself in areas that have qualities of high urbanizing to consumers

with a high propensity to consume especially within the luxury brands market. According to the

Central Intelligence Agency world fact book, 37.2% of the total population is urbanized, 25-54

year olds account for 40.74% of the population age range, which for the most part aligns with

Apples targeting. Although Hindi accounts for 41% of the language, as its the primary tongue

spoken by the people, English is considered a subsidiary official language and is the most

important for national political and commercial communication (Central Intelligence Agency,

2016, 4).

Running Apple Inc. retail store as well as any other business in India is about creating

and sustaining relationships as opposed to solely fostering metric based standards. Apple Inc.

must also be careful in pricing their products too high since average per capita income and

marginal propensity to consume is lower than in Apples United States domestic market where

consumers in India are likely to seek a Price-Averse decision making process. Therefore a

proposed market-based method of costing would be more appropriate which incorporate the

factors of competition and demand.

GLOBAL MARKETING OF APPLE IN INDIA 16

(The Hofstede Center, n.d., 1).

One of the largest disparities that could have a great effect on Apples success on

Hofstedes framework of dimensions is indulgence, as we can see above India is ranked at a 26

while the United States is ranked at a 68 meaning as a society India is a culture of restraint due to

the fact that consumer expenditures and purchasing power is relatively low compared to the

united states. Thus meaning, Apple price points and positioning will have to be one of the same

overall standardized quality but of lower cost to the end consumer in India.

It is recommended that Apple alter India iPhones in their supply chain and development

projects to do without features the consumers of India could unnoticeably do without that

Americans are fine tuned to such as the exclusion of LTE, Camera image stabilization,

fingerprint sensors, retina displays and a select mode of colors. Apple incorporated low line
GLOBAL MARKETING OF APPLE IN INDIA 17

stretching in China and United States with the release of the iPhone 5c to target a different

segment of consumers that had lower spending power or restraint to indulge. Incorporating this

strategy would limit the chances of creating an iPhone gray market out of India since the iPhone

would be adapted to localization.

5.3 Communication tools

A localized communication strategy will be required in India that adheres to local values

and norms as well as to reach consumers that read and speak Hindi. As development rises so

does literacy According to Indias Ministry of information and broadcasting 4,852 new

periodicals including newspapers were registered in 2011 in addition to the existing 80,000 plus

(Patil, 2012, 7) thus hinting to the fact that printed media would be one of the best ways to

communicate with the masses in India. With the large population in India Apple will need a

widespread and aggressive marketing campaign to increase visibility among its citizens. So

called multi layered distribution can play a big role in reaching the masses via magazines and

newspapers in India, since modern networks and channels are not as abundant in the developing

country. Most entrepreneurs find it tough to reach Indian consumers because thousands of small

vendors are responsible for handling the last mile in the delivery chain (Patil, 2012, 4).

5.4 Communication budget

According to public filings In 2014 Apple Inc. had an advertising operating budget of 1.2

billion, which 48 million used to spread the word about iPhone 6 and 6 plus for five months

worth of Television Advertisements (Sherman, 2015, 3).

GLOBAL MARKETING OF APPLE IN INDIA 18

SECTION 6: BUSINESS PLAN

6.1 Sales forecast

Indian consumer spending are expected to grow four times to USD 4.2 trillion by 2017

(Capital Market, 2015, 1) all due to a rising influence of social media and increased spending

power which is especially true in the technology and luxury markets. As interest rates in India

have been cut in late 2015 Economic growth has been steadily growing since the global financial

crisis and foreign direct indicators have been below potential but have been growing steadily due

to the efforts of Prime Minister Narendra Modi to encourage Foreign Direct Investments. The

FDI ceiling for insurance and manufacturing nearly doubled from 26%-49% (Kissi, 2015, 3).

As we draw a comparative analysis in another developing country such as China we can

determine that for the Apple generates an income of around $20 billion annually from the region.

6.2 International overhead expenses

International overhead expenses in India can include variable costs such as potential

changes to the exchange rates, dealing with construction permits, registering property, marketing

expenses, export charges etc. Foreign companies operating in India make multiple tax payments

on an annual basis. Duty rates in India can be ad valorem which means it these rates can be a

certain percentage of value, where the average duty rate is around 11.9% (Pintey Bowes, 2016,

2). Minimizing price escalation by lessening the distance from the home market in terms of

involved intermediaries would be an important objective to consider lowering all involved

marketing cost to still be able to make a profit margin on each iPhone developed for India.
GLOBAL MARKETING OF APPLE IN INDIA 19

6.3 Financials and Performance

Being a 100% equity company Apples strong financial background and performance has

helped the company expand into global markets. Apples iPhone has 47.5 million units of global

vendor shipments and 10.9% of the global market share in Q2 2015 behind Samsung who is the

worlds largest mobile phone vendor at 89.0 million shipments with 20.5% of the global mobile

phone vendor market share (Mawston, 2015, 6). Apples current market capitalization stands at

530 billion according to Yahoo Finance (2016).

SECTION 7: SUMMARY/RESULTS

In summary with the emergence and expansion of a rising middle class and wealth in

India paired up with its mass population, it would be advisable to enter into the Indias arena.

Since statistics indicate that mobile handset ownership will go up, we can only assume that a

healthy percentage of such handsets will be smartphones from the likes of Android or Apple if

such a market entry occurs. A 15% increase in 2010 to 2011 is a strong indicator that the cell

phone market will continue to grow. As sales have slowed and become saturated in the domestic

market Apple must find and pursue core, augmented and actual product categories.

It is recommended that Apple still abide and heed the weaknesses of its own pricing to

cater to the purchasing power of the consumers in India. One cannot expect to spend 1/8th of

their entire salary on a singular device that will only need to be replaced in a few short years.

Lowering the price escalation and constructing a phone with less intermediary mark ups and

premium components that still cater to the needs of the land will be vital when it comes to

winning over the public who has more restraint when it comes to indulging on luxury or
GLOBAL MARKETING OF APPLE IN INDIA 20

premium products is a must especially if it plans to compete with the likes of the Samsung and

Android.
GLOBAL MARKETING OF APPLE IN INDIA 21

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