Apple's Product Positioning and Strategic Core

Hold the last position with austerity strategy

1997, when Apple's loss reached 10 billion dollars, Jobs joined again, and then he earned a profit of1600 million dollars for the company-more than 38% of the products were sold to Wall Street in the United States. As Apple, which is in business difficulties and its business is shrinking, many of Jobs' successful practices come from very simple ideas, such as changing the color of the computer.

Jobs clearly pointed out: "Apple computer is a personal computer, not an office computer. There is no need for another Dell or Compaq in the world." As a result, Apple computer quickly opened four production lines: mobile computers for ordinary users, desktop computers and notebook computers and desktops for professional users.

Lise and Strauss, the famous marketing scientists, once refuted the marketing theory of "product extension" with great certainty. They think it is dangerous to diversify the products of "hitchhiking" and change the marketing practice of brand positioning. Apple just fundamentally refuted this statement. Apple not only launched diversified products, but also adjusted its product positioning from professional office computers to personalized personal computers.

Apple's new marketing ideas, one is derived from Apple's powerful product features, and the other is aimed at Apple's target users. In the past, only professional company computers used powerful hardware to meet the needs of the workbench. Today, with the rich life of consumers and the development of information and entertainment industry, even an ordinary personal computer needs powerful functions, and the powerful functions of Apple computer are easily accepted by individual consumers. Consumers need it, why not satisfy them? The foundation of Apple's new marketing strategy stems from Steve Jobs' brand proposition to Apple-"equip those who are creative and passionate, give them what they want and let them change the world". According to this proposition, Apple Computer has formulated a brand-new brand proposition to promote brand personality. That's the brand-new unified new Apple image-Think Different, which is now presented to consumers.

Apple computer sells personalized products, not popular products, and is aimed at a group of "digital enthusiasts". The people who choose it will not be ordinary people. For their own ideals, they will be unconventional and maverick. However, they are the role models of society and the groups that consume the most. After doing the constant 80/20 business rules, it is not difficult to find that they are the real owners of Apple computers. After judging the existence of the target consumer group, we need to rely on the powerful technology and unparalleled superior nature of Apple computer to make consumers' passion for Apple eternal. This passion exists in the hearts of professionals and now needs to be ignited in the hearts of ordinary consumers. The final result should be "in their eyes, Apple computer is their portrayal and symbol, and it is the guarantee for them to realize their pursuit of life", thus making Apple computer popular in the field of general consumption. Apple computer deeply understands that what these consumers need is definitely not as simple as a personal computer. What they need is a complete set of life experiences. As a result, Apple launched a series of personal IT products-IMAC, ibook, iPod and imovie, which provided consumers with comprehensive multimedia IT life products.

When Apple changed its product positioning from a professional office computer to a personalized personal computer, it had to solve a very thorny problem: how to make ordinary consumers accept Apple computers. The core of this problem lies in how to fully display and correctly convey the product advantages of Apple computer, and let consumers know how this advantage can meet their needs for quality of life. The solution is to use the power of public relations.