Given, #Apple is in its difficult moments in India, from the market share numbers becoming half within a yr, its a classic dilemma for a #luxury product to choose between -
1. Higher #volume strategy at cost of discounts on old models and democratise the brand, and in the process of making it affordable, take off its 'inaccessible' luxury tag
2. Higher #profitable low volume strategy with fixation on insane pricing to keep it only for chosen few.
With huge chinese competition from likes of #Oneplus or even #Samsung, offering near similar specs at one third price; the #marketshare has halved and is declining, though volumes are steadily increasing (though less than market growth rate).
At this juncture, answers might lie in the history and origins of the brand. Is it like an IBM or not? It started with innovation as the centrepiece of its strategy, breaking the conventions.
In recent times, #Apple with its 10 or even 7,8 versions has been incremental changes on the same base level. The brand needs a new breakthrough to surpass competition once again...and with the culture put in by great #SteveJobs, it sure will. But it has to go back to its roots. #Disrupt.
A phone that can be a lot more than a phone? Or less? Why such big screens that dont fit in pocket? Project and work? Less radiation, more life? Its an apple, it gives #life!
#marketing #consumer #apple
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