Marketing Research: Apple AirPods Pro Case Study Analysis

This case study analyzes the Apple AirPods Pro, focusing on brand popularity, perception, and differentiation within the market. The research employs a descriptive design using survey questionnaires to gather primary data. The survey explores consumer demographics, brand preferences, product opinions, and perceived innovation. Key findings reveal Apple's strong brand recognition, but also highlight areas for improvement, particularly in sound quality and pricing. Recommendations include enhancing sound quality, developing competitive strategies, pursuing innovation, and revising pricing. The study also includes a SWOT analysis of Apple, identifying strengths, weaknesses, opportunities, and threats within the competitive technological market. The marketing research component further investigates the demand for new streaming services like Disney+, consumer behavior, and preferred features in video streaming services.

Running head: ANALYSIS
ANALYSIS
Name of the Student
Name of the University
Author Note

1
ANALYSIS
Problem
Based on the results of the previous assessment, this report is aimed at finding the brand
popularity and perception of the Apple Air pod pro along with finding the manner in which the
brand differentiates itself in the market (Jurevicius 2020).
Research Objectives
The main aim of the research is to:
1. Investigate into the brand differentiation aspect of Apple Air pod pro
2. Understand brand perception and opinion
3. Provide recommendations based on which the problems can be resolved.
Research design and Data collection
Descriptive research design with primary data collection using a survey questionnaire.
Questionnaire design
1. What is your age (Close ended, multiple choices)?
2. Which is the best phone brand in the market? (Close ended)
3. Which is the best headphone/ earphone combo you look out for? (Close ended)
4. Do you believe that Apple Air pod pro are one of the best air pod pro in the market?
(Close ended)
5. What makes the product so different from others? (Close ended)
6. Do you think the price of the product is alright? (Close ended)
7. If given a choice would you buy Apple Air pod pro? (Close ended)
8. How innovative is the concept of Air pod pro? (Close ended)
9. What issue do you want to resolve for the Air pod pro? (Close ended)
Survey Procedure
Simple random probability sampling has been used.

2
ANALYSIS
Results and analysis
1. What is your age
4
2
3
1
18-29
30-39
40-49
and abo e50 v
Figure 1
Here the majority of the respondents can be understood to be belonging to the age group
18 to 29 years of age.
2. Which is the best phone brand in the market?
leApp o iaN k a sugS m iao iX m
0
1
2
3
4
5
6
7
Total
Figure 2
Apple is clearly the best brand in this case.
3. Which is the best headphone/ earphone combo you look out for?

3
ANALYSIS
3
1
11
3
1
ir odA p
o tB A
oseB
JBL
ull andSk c y
onS y
Figure 3
The best earphone combo as per the votes is Apple Air pod pro and Skull candy.
4. Do you believe that Apple Air pod pro are one of the best air pod pro in the market?
oN esY
0
1
2
3
4
5
6
Total
Figure 4
Here the responses were divided equally.
5. What makes the product so different from others?

4
ANALYSIS
2
3
2
3
ri eP c
ualitQ y
oundS
t leS y
Figure 5
As per the respondents, the Quality and the Style are the most distinguishing aspects of
the Air pod pro.
6. Do you think the price of the product is alright?
6
4
oN
esY
Figure 6
60% of the respondents believe that the product has not been priced moderately.
7. If given a choice would you buy Apple Air pod pro?

5
ANALYSIS
oN esY
0
1
2
3
4
5
6
7
8
Total
Figure 7
A total of 7 respondents mentioned that they would buy Air pod pro.
8. How innovative is the concept of Air pod pro?
3
3
4
ot inno ati e at allN v v
o e at inno ati eS m wh v v
er inno ati eV y v v
Figure 8
40% of the respondents believe that the product is very innovative. While the rest are not
very sure.
9. What issue do you want to resolve for the Air pod pro?

6
ANALYSIS
ri e issuesP c e uritS c y ound ualitS Q y
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
Total
Figure 9
Here the respondents mentioned that the Sound Quality has to be worked upon.
Learnings and recommendations
Hence, through this exercise, the main findings were based on the fact that Apple has
good brand popularity; however, it needs to work on its Sound quality aspects and offer a USP to
combat against competition.
Recommendations:
1. Apple would be required to improve the sound quality
2. It would be required to come up with competitive offers and strategies
3. Apple would also be required to engage in innovation to make the product unique in the
market (Alex 2020).
4. Lastly, the prices also have to be revised.

7
ANALYSIS
References and Bibliography
Alex. (2020, January 7). Apple AirPod pro Review in 2020, TheGeekWeb. Retrieved from
https://thegeekweb.com/apple-airpod pro-review/
Jurevicius, O. (2020, January 8). Apple SWOT analysis (5 Key Strengths in 2020). Retrieved
from https://strategicmanagementinsight.com/swot-analyses/apple-swot-analysis.html
Panchani, J. (2019, November 24). AirPod pro 2 vs AirPod pro Pro: Is it worth to buy in 2020? -.
Retrieved from https://webcanteen.com/airpod pro-2-vs-airpod pro-pro/
Zigu. (n.d.). Apple Marketing Mix (4Ps) Strategy. Retrieved from
https://www.mbaskool.com/marketing-mix/products/16812-apple.html