Apple's marketing plans

Our Corporate Bureau
28 June 1999

Apple Computers Inc., a near unheard of name in India but technological leader worldwide, is planning major moves to spruce up its marketing in India. This is with a move to gain greater visibility in the market and increase its spread in the market.

To this end Apple Computers will add nine retail outlets in Mumbai to popularise its flagship product, the Mac. The Indian operations of the company are carried out through a wholly owned subsidiary, Apple Computer International Pvt. Ltd, India (Apple India) which looks after the operations in Bangladesh, Bhutan, India, Maldives, Nepal, Pakistan and Sri Lanka. Apple has over 60 authorised resellers and over 35 service providers in India selling iMac computers and its wide range of peripherals.

Apple has a partnership with IIHT (Indian Institute for Hardware Training) for hardware training and another with Pentafour to set up Apple Development University. It also plans to launch Indian language kits to popularise infotech solutions in local languages.

The Apple iMac is a pioneering concept in design, looks and features. It features a Universal Serial Bus port (USB port) which allows devices to be plugged into any socket or port.

Apple has been pioneering with its product design but has found itself falling short on the marketing side, compared to other majors like Microsoft, IBM or Compaq. (see related article: '101 ways to save Apple').

The iMac is positioned more as a consumer product, as a computer for the 'Internet times'. It features a composite design in various colours, a new design for the mouse but sadly no floppy disk drive.