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RETAIL MARKETING - Apple

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This presentation has been delivered at ESAN University within a course about Retail Marketing. The case study focuses on Apple and give some explanations why Apple implemented its own physical stores instead of pursing with classic retailers.

Group members :
Virgil BARREAU
Antoine MORTELLIER

Grade : A

Published in: Marketing
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RETAIL MARKETING - Apple

  1. 1. APPLE : AN INNOVATIVE RETAIL STRATEGY︎ 14/03/16 ESAN UNIVERSITY - Virgil Barreau & Antoine Mortellier
  2. 2. SUMMARY︎ 1.  Overall Presentation (Antoine)︎ 2.  Objective of the new retail strategy (Virgil)︎ 3.  Implementation of the new retail strategy (Antoine)︎ 4.  Outcomes & Conclusion (Virgil)︎ 14/03/16 ESAN UNIVERSITY - Virgil Barreau & Antoine Mortellier
  3. 3. 1. Overall presentation︎ 14/03/16 1976 1984 1998 1998 2010 1977 2006 2015 2012 2007
  4. 4. 2. Apple store : implementing Apple’s vision︎ 14/03/16 ESAN UNIVERSITY - Virgil Barreau & Antoine Mortellier Enriching people’s live Standardize the uniqueness Step away from the “commodiNzed computer” From what the machine does for you to what you can do with the machine Same experience no ma4er where no ma4er when Price driven and logis;cs efficiency focus Complete control of an innova8ve retail strategy dedicated to reveal the Human poten8al
  5. 5. 3. Implementation︎ 14/03/16︎ « Lifespan » of customers︎ • Inventing a new way of doing retail︎ Aside services︎ Strong focus of customers︎ Experiential︎ Marketing︎ Layout & Localization︎ Conception︎ VIDEO︎ • M a k e t h e consumer « feel » the products ︎ • M a k e t h i n g s easier︎ • Make the people confortable ︎ • Make the people learn ︎ • Make the people loyal to your brand ︎
  6. 6. 4. Outcomes & Conclusion︎ 14/03/16 ESAN UNIVERSITY - Virgil Barreau & Antoine Mortellier 27 stores US 800 000 visitors – 50% new $ 48 M sales – 40% new 2001 2014 $ 58 revenue per visitor $ 4798 per square foot Tiffany & Co: $ 3132 0 20 40 60 80 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 Retail and total sales (in billion USD) Retail Total # of stores worldwilde
  7. 7. 14/03/16 ESAN UNIVERSITY - Virgil Barreau & Antoine Mortellier QUESTIONS ?︎ I’m not Superman.︎ I’m not Ironman.︎ Neither I am Batman ..︎ I ︎ am ︎ ….︎ APPLEMAN︎
  8. 8. References︎ •  Statistics about the evolution of Apple’s revenues http://www.statista.com/topics/847/apple/ •  Implementation of a new retail strategy by Apple http://www.marketingapple.com/Apple_Retail_Success.pdf •  The Apple’s timeline http://www.theappletimeline.com •  Evolution of the logo http://www.edibleapple.com/2009/04/20/the-evolution-and-history-of- the-apple-logo/ •  Black Friday’s promotions http://www.macrumors.com/roundup/black-friday/ 14/03/16 ESAN UNIVERSITY - Virgil Barreau & Antoine Mortellier

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