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Apple
La creazione d’esperienza
Dalla nascita alle dimissioni di
          Steve Jobs


•   1974 - Jobs e Wozniak cominciano a progettare il
    primo PC
...
Vuoi trascorrere il resto della vita vendendo acqua
zuccherata, o vuoi una possibilità di cambiare il mondo?
             ...
La grande crisi


•   La strategia del nuovo CEO John Sculley porta
    l’Apple ad un profonda crisi finanziaria
•   La cau...
La svolta

•   Nel 1998 ritorna Steve e riforma tutta la strategia
    della società

•   Primo passo - sviluppo nuovi pro...
Swot analysis
                    Punti di forza   Punti di debolezza

                     Marchio           Rischi creat...
Il Brand

                        Perchè una mela?
                 Secondo la leggenda, Newton soprì
    la legge di grav...
I valori trasmessi
                   prima versione

Contrapposizione schemi convenzionali tipici della cultura hippie
Ma...
I valori trasmessi
                   seconda versione


Utilizzo della monocromia per adattarsi allo stile minimal dei nu...
Marketing dell’attesa


    Ampie operazioni di marketing per rafforzare il brand e creare
      sempre maggiori aspettati...
Marketing dell’attesa


La pubblicazione di notizie in rete provoca due effetti:


•   aumento di traffico per il sito che ...
Marketing dell’attesa



E se le reazioni ai nuovi prodotti non rispecchiano del tutto le aspettative?
La forza dell’Apple...
L’esperienza Apple Store
Le fasi di interazione

Quattro fasi nell’interazione tra individuo e
                     bene
        [Arnould, Price, Z...
La fase dell’acquisto

 Facilmente controllabile tramite il punto vendita, che ha
la capacità di influenzare il comportamen...
I moduli strategici esperienziali
                         Sense
•   Cura della progettazione e del design per un impatto
...
I moduli strategici esperienziali
                               Act

• E’ possibile provare tutto ciò che è esposto
• Iag...
I moduli strategici esperienziali
                         Relate

• Si entra a far parte di una community
• Ambiente stim...
I moduli strategici esperienziali
                         Think

• Il Genius Bar:per qualsiasi problema gli esperti sono ...
I moduli strategici esperienziali
                            Feel


• Tramite tutti questi stimoli l’azienda marchio favo...
Il personale
Diverse figure dotate di competenze diverse distinguibili grazie alla
                         T-Shirt indossa...
Il packaging
Packaging sobrio e ordinato, con grafiche ridotte all’essenziale
         Bicromia bianco-nero o sfumature di ...
L’esperienza web
Esperienza web



                Positiva

Neutrale



               Negativa




     La curva dell’esperienza utente
Creazione dell’esperienza
               La prima impressione



•   La home page
    trasmette forte
    appeal visivo
• ...
Creazione dell’esperienza
              Offrire servizi efficaci
•   I collegamenti sono immediati e le pagine semplici ma
...
Creazione dell’esperienza
                  Comunicazione

•   Messaggi come “E tu che mac sei?” o “Perchè ti innamorerai
...
Creazione dell’esperienza
            I dettagli fanno il design

•   Il sito si mette in evidenzia per la sobrietà e cura...
Creazione dell’esperienza
                        Feedback
•   Ogni prodotto ha una pagina dedicata al feedback. Vi è la
 ...
Creazione dell’esperienza
                         Divertimento



•   Grazie alla
    multimedialità e
    all’interazion...
Le esperienze ponte
Esperienza ponte
•   Le esperienze vissute a cavallo tra due ambienti,
    quello fisico e quello virtuale, fra il mondo re...
Architettura informativa - Apple.com e Apple Store
Sito web                                         Negozio

                                           Cartellonistica prese...
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Apple - La creazione d’esperienza

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La creazione d’esperienza tramite l’Apple Store e il sito web, passando per il brand e l’esperienza ponte

Veröffentlicht in: Business
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Apple - La creazione d’esperienza

  1. 1. Apple La creazione d’esperienza
  2. 2. Dalla nascita alle dimissioni di Steve Jobs • 1974 - Jobs e Wozniak cominciano a progettare il primo PC • 1977 - Accordo con Xerox per lo svluppo dell’interfaccia grafica e introduzione mouse da cui nasce Apple I, Apple II e il primo Macintosh • 1985 - Steve Jobs rassegna le dimissioni CEO
  3. 3. Vuoi trascorrere il resto della vita vendendo acqua zuccherata, o vuoi una possibilità di cambiare il mondo? (Jobs a Sculley)
  4. 4. La grande crisi • La strategia del nuovo CEO John Sculley porta l’Apple ad un profonda crisi finanziaria • La causa principale era la commercializzazione di prodotti per solo uso professionale • Il portafoglio prodotti era troppo ampio e mancavano quelli consumer
  5. 5. La svolta • Nel 1998 ritorna Steve e riforma tutta la strategia della società • Primo passo - sviluppo nuovi prodotti rivolti ad utenti consumer: • iTunes • iPod • iPhone • MacOSX
  6. 6. Swot analysis Punti di forza Punti di debolezza Marchio Rischi creati Origine interna Marketing Attesa dall’innovazione Distribuzione Pressione case discografiche Opportunità Minacce Home Alta competizione entertainment Origine esterna mercato IT Ingresso mercato Violazione brevetti editoria
  7. 7. Il Brand Perchè una mela? Secondo la leggenda, Newton soprì la legge di gravitazione universale proprio grazie una mela. Diventa quindi un simbolo di rivoluzione scentifica. Perchè morsicata? Altra leggenda: Adamo ed Eva, assaggiando la mela hanno acquisito saggezza.
  8. 8. I valori trasmessi prima versione Contrapposizione schemi convenzionali tipici della cultura hippie Marchio come sfida ai valori del mondo tradizionale incarnati al tempo dal competitor IBM
  9. 9. I valori trasmessi seconda versione Utilizzo della monocromia per adattarsi allo stile minimal dei nuovi prodotti e per mantenere una strategia comunicativa antagonista
  10. 10. Marketing dell’attesa Ampie operazioni di marketing per rafforzare il brand e creare sempre maggiori aspettative attorno ai nuovi prodotti Apple. Inizialmente queste operazioni erano limitate ai siti specializzati, poi le pratiche si sono estese. L’azienda ottiene così strepitosi ritorni comunicativi a costo zero.
  11. 11. Marketing dell’attesa La pubblicazione di notizie in rete provoca due effetti: • aumento di traffico per il sito che pubblica la notizia • viral marketing che porta sempre più frequentemente parlare dei prodotti Apple
  12. 12. Marketing dell’attesa E se le reazioni ai nuovi prodotti non rispecchiano del tutto le aspettative? La forza dell’Apple è proprio il saper rendere “meraviglioso” qualsiasi prodotto.
  13. 13. L’esperienza Apple Store
  14. 14. Le fasi di interazione Quattro fasi nell’interazione tra individuo e bene [Arnould, Price, Zinkhan] 1. Fase che precede l’acquisto 2. Fase dell’acquisto 3. Fase del consumo 4. Ricordo dell’esperienza
  15. 15. La fase dell’acquisto Facilmente controllabile tramite il punto vendita, che ha la capacità di influenzare il comportamento del visitatore in molteplici modalità [Turley e Chebat] L’obiettivo è quello di rendere l’esperienza d’acquisto più simile possibile all’esperienza d’uso dei prodotti Apple
  16. 16. I moduli strategici esperienziali Sense • Cura della progettazione e del design per un impatto minimalista ed essenziale • Presentazione dei prodotti come opere d’arte • Ampio uso di vetro, simbolo di modernità e futurismo, raffinato ed elegante • Complementi in legno per rendere l’ambiente accogliente e caloroso
  17. 17. I moduli strategici esperienziali Act • E’ possibile provare tutto ciò che è esposto • Iaggiornati e sono dotati di tutto il software necessario, computer connessi ad internet • Gli iPod sono muniti di cuffie e carichi di musica per essere suonata • Immersione totale nel mondo Apple
  18. 18. I moduli strategici esperienziali Relate • Si entra a far parte di una community • Ambiente stimolante, creativo, open-source • Irete sociale 2.0 i consumatori, come a far parte di una protagonisti sono
  19. 19. I moduli strategici esperienziali Think • Il Genius Bar:per qualsiasi problema gli esperti sono a disposizione un lungo bancone dove • Kids Area: uno computer con arredamento dimensionato approcciare al spazio dedicato ai più piccoli dove • Il teatro: vengonosoftware Apple presentazioni e dimostrazioni di effettuati corsi,
  20. 20. I moduli strategici esperienziali Feel • Tramite tutti questi stimoli l’azienda marchio favorire un’esperienza di tipo affettivo con il riesce a • L’obiettivo è di accrescere esperienzadel cliente e favorire un ricordo positivo di tale la fedeltà • Questo posti dellaalla Apple deiessere riconosciuta sempre ai primi permette classifica di marchi più amati del mondo
  21. 21. Il personale Diverse figure dotate di competenze diverse distinguibili grazie alla T-Shirt indossata il concierge il business partner lo specialista il creativo e genio il personale di magazzino Vi sono inoltre i servizi di personal shopper, i seminari pratici di gruppo e i programmi speciali per ragazzi e famiglie
  22. 22. Il packaging Packaging sobrio e ordinato, con grafiche ridotte all’essenziale Bicromia bianco-nero o sfumature di grigio Innesti in argento e Design in California Importante funzione post vendita
  23. 23. L’esperienza web
  24. 24. Esperienza web Positiva Neutrale Negativa La curva dell’esperienza utente
  25. 25. Creazione dell’esperienza La prima impressione • La home page trasmette forte appeal visivo • Design minimale e facilità di utilizzo • Il sito è completamente compatibile con tutti i browser
  26. 26. Creazione dell’esperienza Offrire servizi efficaci • I collegamenti sono immediati e le pagine semplici ma complete • La funzione ricerca è curata e ben sviluppata, simile a quella nei prodotti Apple • L’esperienza di acquisto nello store virtuale vuole trasmettere le stesse sensazioni dell’acquisto nello store reale • Possibilità di personalizzazione prodotti online
  27. 27. Creazione dell’esperienza Comunicazione • Messaggi come “E tu che mac sei?” o “Perchè ti innamorerai di un Mac?” servono d instaurare un rapporto emotivo e emozionale con i computer della mela morsicata • Utilizzo efficace di contenuti multimediali come video e immagini, che garantiscono un elevato coinvolgimeto dell’utente
  28. 28. Creazione dell’esperienza I dettagli fanno il design • Il sito si mette in evidenzia per la sobrietà e cura dei dettagli: l’utilizzo colori neutrali assicura un look pulito e professionale
  29. 29. Creazione dell’esperienza Feedback • Ogni prodotto ha una pagina dedicata al feedback. Vi è la possibilità di inviare suggerimenti, segnalare eventuali incompatibilità e di esprimere giudizi sui prodotti in base alle proprie esperienze di utilizzo. • Area community come strumento di comunicazione ed interazione con i consumatori
  30. 30. Creazione dell’esperienza Divertimento • Grazie alla multimedialità e all’interazione che concede il sito, l’esperienza di navigazione risulta divertente e intrigante
  31. 31. Le esperienze ponte
  32. 32. Esperienza ponte • Le esperienze vissute a cavallo tra due ambienti, quello fisico e quello virtuale, fra il mondo reale e quello virtuale. • Le due esperienze non sono tra loro isolate. • L’obiettivo principale dell’esperienza ponte è abbattere i confini • L’esperienza dell’acquisto di prodotti Apple può iniziare dal web, passare attraverso un dispositivo mobile e concludersi nella realtà, presso gli Apple Store. L’utente deve percepire tra le fasi una continuità, da conseguire attraverso l’esperienza ponte.
  33. 33. Architettura informativa - Apple.com e Apple Store
  34. 34. Sito web Negozio Cartellonistica presente sulle pareti come Home preview dei prodotti Insieme di tutte le aree di esposizione con Store relative schede di dettaglio Mac Area computer Mac iPod+iTunes Area iPod, iTunes e Apple TV Download Area esposizione software Supporto Genius Bar Confronto fra l’architettura informativa del sito Apple e quella dei punti vendita Apple Store

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