Over the past three decades we have handled leading clients from a wide range of industries such as Apple,
Barclays, Bloomberg, Cartier, CNBC, Marks & Spencer, Suzlon, The UN and Virgin Atlantic.
GRI CASE STUDIES
Case Study – Apple
Success in a price-sensitive and premium-shy market! Here’s how we made Apple into one of the most preferred technology brands in India.
About the client
Apple is an innovation driven multinational technology company. When Apple entered the Indian market in 2007, they mandated GRI to create and execute a strategic communication plan with the objective to create awareness about their products while positioning them as the Tech brand of choice. GRI also used effective communication tools to expand the market share of Apple in India through strategic market positioning.
Work we did
Initiated and executed product placement campaigns
Curated the Buddy programme with the Indian media, where we identified Apple loyalists who would help Apple enthusiasts familiarize themselves with the products. This enabled deeper understanding of Apple hardware and software and thus Apple received widespread qualitative coverage/reviews.
GRI worked as an extension of Apple’s communication team – EMEIA to plan and execute pre-launch communication to boost sales
Developed an influencer marketing strategy to sustain positive recall for Apple
As a result of GRI’s strategy, Apple established itself as a premium technology brand that was understood and appreciated in India
GRI facilitated increase in their market share in India while boosting sales
To date, Apple holds a great aspirational value in India