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Apple, the famed computer maker in its renaissance,
has one of the strongest marketing machineries in the
world. There is an almost cult-like enthusiasm for
the brand and its products among its extremely loyal
customers. Apple s key to the success was not only to
make great products but to market them well. The
company s marketing strategy is analyzed through the
traditional 4P marketing model to get a better
understanding of this success story. Taking a closer
look at the iPod, Apple s breakthrough portable
music player, sheds light on how this
revolutionary product contributed to the revival of
the company after a near-bankrupt situation in the
mid-nineties. Beyond the marketing of the innovative
and easy-to-use products, repositioning the brand
after the return of the charismatic founder also
played a major role in restoring Apple s fame.
has one of the strongest marketing machineries in the
world. There is an almost cult-like enthusiasm for
the brand and its products among its extremely loyal
customers. Apple s key to the success was not only to
make great products but to market them well. The
company s marketing strategy is analyzed through the
traditional 4P marketing model to get a better
understanding of this success story. Taking a closer
look at the iPod, Apple s breakthrough portable
music player, sheds light on how this
revolutionary product contributed to the revival of
the company after a near-bankrupt situation in the
mid-nineties. Beyond the marketing of the innovative
and easy-to-use products, repositioning the brand
after the return of the charismatic founder also
played a major role in restoring Apple s fame.