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ABSTRACT
Google and Apple have grown tremendously in the last two decades and have brought significant and profound changes in the field of information and communication technology. Through series of innovations, both the multinational companies have introduced a range of innovative products and services much to the delight of the customers resulting in multiple channels of communication and entertainment. These have brought paradigm shifts in people 's lifestyle and the way they communicate across the world. The paper examines the contrasting marketing strategies of the two corporate in their pursuit to reach out to the consumers. consumers.
The growth story and marketing strategies of Google and Apple make interesting study. Both have grown in size and stature but with contrasting marketing strategies. While Apple uses market skimming strategy to tap its niche customer base, Google adopts the volume game.
Apple is one of the leading mobile phone companies in the world. The company has been rolling out new versions of the phone with better features leveraging the ever changing technology world. Apple, under Steve Jobs, transformed the mobile experience for its niche customers by delivering surfeit of products of excellence one after the other ranging from iPod to iPhone series to iPad series to iCloud. The company adopted market skimming strategy in pushing each of these product ranges by targeting its loyal marquee customers. The prices were pitched high to...