Presented by:-Biswajit PanyShamim AkhtarSourav Kumar ChopdarAmar Kumar PahiAyan SardarKoustav Roy

Analysis on Launching and customer response for

BACKGROUND

• Loss of market share to competitors producing LARGE screen sized phone.

• iphone iphablet.

• The Newest addition to Apple-land after iphone 5S & 5C

• First iphone to cater an existing market.

FEATURESSPECIFICATIONS IPHONE - 6 IPHONE - 6 PLUS

DISPLAY: 4.7 inches 5.5 inches

RESOLUTION: 1334 X 750 1920 X 1080

THICKNESS: 6.9 mm 7.1 mm

HARDWARE: • A8 Chip• 64-bit Architecture• M8 motion coprocessor

• A8 Chip• 64-bit Architecture• M8 motion coprocessor

SOFTWARE: iOS 8, upgradable to iOS 8.1 iOS 8, upgradable to iOS 8.1

CAMERA /LENS: • Primary 8 MP, 3264 x 2448 pixels,Secondary 1.2 MP

• f/2.2 aperture• Focus Pixels, 1080p HD at

60 fps, slo-mo at 240 fps, and time-lapse video mode

• Primary 8 MP, 3264 x 2448 pixels,Secondary 1.2 MP

• f/2.2 aperture• Focus Pixels, 1080p HD at

60 fps, slo-mo at 240 fps, and time-lapse video mode

NEW APPLICATIONS:

Fingertip security,NFC , Freedom pay app.

Fingertip security,NFC , Freedom pay app.

PRODUCT DEVELOPMENT PROCESS

FLOWCHART

NEW PRODUCT STRATEGY:• To explore the highly profitable phablet market• Set a new trend in innovating smart phones

IDEA GENERATION:Sources:• Competitors like Samsung, Sony, LG etc.• Strong R&D department.• Customer response

IDEA SCREENING:BIGGER + BETTER + BEST

PRODUCT

DEVELOPMENT

BUSINESS ANALYSIS :1.DEMAND:- Iphone demand was always above positive2.COST:- Bound to incur high cost 3.SALES:- Expected to recover the losses incurred due to failure of iphone 5C4.PROFITABILITY:- High prospects

DEVELOPMENT: PROTOTYPE: New dimension to classic designMARKETING STRATEGY: Extensive promotion with keyword “BIG”PRICING: Market skimming strategyDISTRIBUTION: Mainly U.S, Europe , New targets-China, India

TEST MARKETING:Primary test market was U.S where preorders began on 11th September,2014

COMMERCIALIZATION:Already started with focus on global market

PRODUCT

DEVELOPMENT

BRANDING OF iP6

• The huge brand equity of Apple and popularity of iPhone series wasmore than enough to convince people to welcome iphone6

• Marketed as the largest of 1st iPhone ‘s ever made in terms of displays

• iPhone6 was promoted as the next big thing in famed iPhone series

• iPhone6 plus was hyped as Apple’s first phablet

• Slogan of “Bigger than bigger”

TARGET MARKET

PRIMARY TARGETUpper middle income

professionals.

SECONDARY TARGET

High school, college and graduate students

PRIMARY BUSINESS TARGETS

Large cell phone providers, enterprise software firms.

SECONDARY BUSINESS TARGETS

Mid to mid sized corporations

SWOT ANALYSIS

STRENGTH• Apple Inc’s huge brand equity

• Larger & better display as compared to

previous versions

• Newly introduced Apple pay app

• Strong and Extensive distribution

channels in U.S

WEAKNESS• No significant differentiation between

iphone6 and 6plus

• Apple’s first attempt to enter an existing

market.

• Lack of innovation

• Weak distribution channels in

major markets like India and china

OPPURTUNITY• The huge market expectations from

iphone6.

• Iphone6 plus being apple’s first phablet,

created a fuss in market

• Fall in market share of Samsung from

32.5% to 23.8% in 2014

THREAT• Samsung note 4 being the leader in

phablet market, iPhone6plus faces a

huge challenge

• Pricing of competing phones

• Very Late in entering phablet market

POSITIONING

Point of parity•

• Slimmer and Bigger iphone ever made.

• New added applications.

• Introduction of apple pay –”wallet without the wallet”

• Fingerprint lock introduced .

• Retina HD display introduced.

• 1st

ever iPhone with rounded edges.

•

Point of difference

• The next Iphone.

• Launched keeping in line with the brand awareness apple have generated over the years.

• Basic iphone applications were kept intact .

• Same iPhone like touch and feel.

MARKET SHARE

MARKET

• Mixed reviews in global market

• Apple shares have gone up in European market

• Chinese market shows unprecedented raise in demand

• US market position has not changed significantly

CUSTOMER

• Mix consumer reviews

• A section of customers are indifferent between iphone 5S and iphone 6

• Probable lack of durabilitycreated a hue and cry among consumers

• Positive reviews on the bigger retina display

RESPONSES AND REVIEWS

Questions ?