复旦大学：《中国市场营销 Marketing in China》课堂展示案例_Iphone KS.He C.Dubois

Notes Kai Shan He 11340...+ Today 26 NOV 3: 04 PM Kai Shan He 340276047 clemence Dubois 1340686022

EXecutive summary Industrial mobile phone market and smart phone industry Chinese mobile market How did iPhone change the cell phone and smart phone market Iphone's market share evolution s Company overview and main business activities The Iphone proposition phone timeline The iphone in numbers s Iphone's brand competitors analysis and SWoT analysis(Samsung) phone's SWot analysis Samsung analysis Compared ads Iphone s marketing strategies worldwide and in china Iphones branding strategies i Challenges and solutions

Executive summary Industrial mobile phone market and smart phone industry - Chinese mobile market - How did iPhone change the cell phone and smart phone market ? - Iphone’s market share evolution Company overview and main business activities - The Iphone proposition - Iphone timeline - The Iphone in numbers Iphone’s brand competitors analysis and SWOT analysis (Samsung) - Iphone’s SWOT analysis - Samsung analysis - Compared ads Iphone’s marketing strategies worldwide and in China Iphone’s branding strategies Challenges and solutions

Chinese mobile market Biggest market for smart phone d Every 4 out of 5 smartphones are ran on android (2013) d Asia Pacific led the growth in both smartphones and"dumb"phones -77.3%and 11.9%increase espectively c iPhone is currently carried by china Unicom and China Telecom but not by china mobile

Chinese Mobile Market Biggest market for smart phone Every 4 out of 5 smartphones are ran on Android (2013) Asia Pacific led the growth in both smartphones and “dumb” phones – 77.3% and 11.9% increase respectively iPhone is currently carried by China Unicom and China Telecom, but not by China Mobile

Chinese mobile market in graphs 2012Q3中国智能手机市场销售量状况 售量万 增长率 600 ⊥ Media 311 35% 5000 268% 25% 4000 177% 168% 168% 3000 15% 2000 10% 1000 1421 0 2011Q1 011Q2201103011 2012Q12012Q22012Q3 艾媒咨询( Media Research)数据显示,2012Q3中国智能手机市场销量达到4980万部,环比增长 311%,同比增长1549% 艾媒咨询( Media Research)分析认为,受智能机性能及价格等因素的动,本季度智能手机销量再 创新高.国产品牌在本季度表现突出,一方面国产新品推出的速度较快,产品研发用短,有力提升 了产品竟争力:另一方面运宫商对干元智能机市场的强力推广,使得国产品障在产品价格上取得竞争性 Sale of smartphone in Q3, 2012

Chinese Mobile Market in graphs Sale of smartphone in Q3,2012

Chinese mobile market in graphs 详少2012Q3市场温测数 2012Q3中国智能手机市场不同价位的智能手机销售状况 30004000元4000元以上 4.6% 艾媒咨询( Media Research)数据 显示,2012Q3中国智能手机市场不 同价位的智能手机销量方面,1000 0003000元 1000元以下2000元之间的智能手机占据主流,占 33.7% 比达到452%.1000元以下的智能手 机销量达到33 两者共占据 789%。此外,2000-3000元之间的 智能手机的销量占128%,3000 ⊥ Media3 4000元之间的智能手机的销量占 46%,4000元以上的占37% 艾媒咨询( mEdia Research)分析 认为,虽然在市场上中低端智能机是 绝对的主角,但中低智能手机对于 10002000元 利润的质献井不是很大,所以造成了 452 许多国产品牌智能手机厂商“有量无 利”的属尬处境 Percentage of smart phones sold in various price ranges

Chinese Mobile Market in graphs Percentage of smart phones sold in various price ranges

Chinese mobile market in graphs 2012Q3中国智能手机市场各品牌销量占比状况 其他 TOUCH哭遵 16.5% 艾媒咨询( HiMedia Research) 21% 数据示,2012Q3中国智能手机 iNE企立 178% 市场各品牌销量占比方面,三型以 23% 178%的份额领先于其他对手,除 此之外,排在前五的手机品牌还有 联想、 华为以及中兴,占比 hto 分别达到132%、109%、106% lenovo想 5.7 13.2% 97%。本季度HTC在中国智能手 NOKIA MEdiaman 机市场销量较上季度有所提升,销 量占比达到57%,HTC采取的营 34% 销策略取得了不错的效果 煤咨询( MEdia Research) 30% Coolpad分析认为,国产品牌依靠价格优势 10.9% 加速了智能手机在中国市场的茜及 国产品牌在中低端智能手机市场具 48% ZTE兴A 有较强的克争力与优势, 9.7% 106% 本报告于2012-11曲又询提供 )Media 艾闻 Percentage of smart phones sold per manufacturer

Chinese Mobile Market in graphs Percentage of smart phones sold per manufacturer

Chinese mobile market in graphs 机》201203市场测数 2012Q3中国智能手机市场品牌占有率状况 NOKIA 艾媒咨询( inEdia Research)数 3.0% lenovo想 203% 据显示,2012Q3中国智能手机市场 品牌占有率方面,三星与诺基亚市 82% 场品牌占有率相差无几,三星品牌 占有率达到201%,增长趋势明显 数据同时显示,本季度联想、华为 酷派、中兴等国产品牌市场占有率 ZTE中兴 均有所上升,品牌占有率分别达到 MMedia况 82%77%、71%.65% 65% 艾煤咨询( iMedia Research)分 201%析认为,诺基亚在中国智能手机市 7.1% 场上的品牌占有率难抑下滑趋势 预计2012年第四季度,三星将超越 诺基亚成为中国智能手机市场上市 场占有率最高的品牌 Others 7.7% 11.6% 10.7% 报告于2012-11由又咨询供 Media又a Market share of each brand

Chinese Mobile Market in graphs Market share of each brand

Chinese consumers attitude towards smartphones c More than just a phone Entertainment communication Life style C iPhone Most desirable phone for consumers guo fen/ s An increasing number of first time smart hone users C iPhone status symbols

Chinese consumers’ attitude towards smartphones More than just a phone Entertainment + Communication Life style iPhone = Most desirable phone for consumers “guo fen” An increasing number of first time smart phone users iPhone = status symbols

How did the iphone changed the mobile and smartphone industry s Before the Iphone: Nokia and motorola were enjoying record sales of cell phones, based more on fashion and brands than technological innovation s Smartphone market: dominated by blackberry and windows mobile: focused on enterprise and not consumer needs s Steve Jobs, 2007: u The phone was not just a communication tool but a way of life. )) c iOS, in comparision with other os( Symbian, black berry oS, Windows Mobile permited multitasking and graphics, not only basic communications functions. &> Rival manufacturers had to spend more on software and app develpment in order to catch up with the iphone

How did the Iphone changed the mobile and smartphone industry ? Before the Iphone: Nokia and Motorola were enjoying record sales of cell phones, based more on fashion and brands than technological innovation Smartphone market: dominated by Blackberry and Windows Mobile: « a staid, corporate-led smartphone paradigm » focused on enterprise and not consumer needs Steve Jobs, 2007: « The phone was not just a communication tool but a way of life. » iOS, in comparision with other OS (Symbian, Black Berry OS, Windows Mobile) permited multitasking and graphics, not only basic communications functions. → Rival manufacturers had to spend more on software and app develpment in order to catch up with the Iphone

Global market share held by Apple in the mobile phone market from 1st quarter 2009 to 3rd quarter 2013 Iphones market shares siatista NB: Even if market shares ir China has decreased from 0ae3::9969192939222939393 9.1 to 4.8% from over the i worldwide, Gartner Source Gartner past year, we would like to highlight that the charts Global market share held by leading mobile internet browsers doesn ' take into account from January 2009 to September 2013 China s highly heterogenous populations across various regions (e. g. consumers in rural areas). this segment of the population is often first time smart phone user and usually cannot afford an iPhone(thus not the JanMarMMay Jul SepNow May Jul SepNovJan MaMay. 101111111111111212121212 13131313 target of iphone. Hence Android -e- iphon· Opera -e Nokia· UC Browser e BlackBerry the charts might be biased Source statcounter

Iphone’s market shares NB: Even if market shares in China has decreased from 9.1 to 4.8% from over the past year, we would like to highlightthat the charts doesn’ take into account China’s highly heterogenous populations across various regions(e.g. consumers in rural areas). This segment of the population is often first time smart phone user and usually cannot afford an iPhone (thus not the target of Iphone. ). Hence, the charts might be biased