Marketing Strategy Analysis Apple iPhone
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Marketing Strategy Analysis Apple iPhone

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  • Hiya, I am compelting a EDMS and have to comlete a paper on the iphone, please could you send me a copy of your presentation to: sandhbryce@aol.com Many thanks
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  • Hi Christine, I really like your presentation. It has a lot of good information. It helps me understand more about Apple’s marketing. But I am not sure if you included its marketing campaign and how it is different from its competitors. But overall, it is well done! -- Rona Nindya
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Marketing Strategy Analysis Apple iPhone Marketing Strategy Analysis Apple iPhone Presentation Transcript

  • Marketing Strategy Analysis
    Apple Inc.
    iPhone
    Christine Yang
  • Apple Marketing Strategies
    • Apple rank #1 as the most admired company by Fortune.
    • Marketing mix and market segmentation.
    • High secrecy.
    • Creating innovative products and services aligned with a digital hub strategy, whereby Apple computer function as the digital hub for digital devices.
    • Apple fully understands that all aspects of the customer experience are important and that all brand touch points must reinforce the Apple brand.
    • Advertisement designed to reflect their products to creative individuals.
  • IiPhone
    • Apple released the 1st generation iPhone on
    June 29, 2007.
    • Rumor of 5th generation iPhone to be release in Summer, 2011.
  • Prices
    • 1st generation 4G iPhone $499, 8G iPhone $599.
    • Current iPhone 4 16G $199, 32G $299 with two year contract.
    • iPhone 3GS still available at AT&T for $49 with two year contract.
  • Features
    • 3.5 inch touch display.
    • Digital camera.
    • Web browsing.
    • Phone.
    • E-mail .
    • Game center.
    • Ipod MP3 player.
  • Additional Current iPhone Features
    • High Definition Video Recording and Editing.
    • Dual camera.
    • Video phone.
    • Multitasking.
    • Retina Display.
  • Marketing Strategies
    Target Market:
    • Primary customer targets is the middle-upper income professional to coordinate their busy schedules and communicate with colleagues, friends and family.
    • Secondary consumer targets are high school, college and graduate students who need one portable multifunction device.
  • Marketing Strategies
    iPhone Strategies:
    • Brand Awareness.
    • Ease-of-use.
    • Compatibility with iTunes and Mac/Apple Products for upgradeability.
    • Secrecy prior to new product launch.
    • Promoted as both professional and hip.
  • Market Shares and Profits
    • 17.25% of smart phone market.
    • 4.2% of phone market.
    • 51% share of overall phone market profits.
    • 22% share of overall phone revenues.
    *fourth quarter of 2010
  • Competitions
    Smartphone Shares
    • Android 33%
    • Blackberry 28.9%
    • iPhone 25.%
    • Windows 7.7%
    • Others 5%
    *comScore between November 2010 and February 2011
  • Conclusion
    • Due to their secrecy, innovation, branding and product to product connectivity and compatibility, iPhone is the most sought after mobile device and is the market leader in the mobile market.