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Iphone presentation
The document outlines the marketing mix strategy for the Apple iPhone 5s, detailing its core, actual, and augmented products that focus on entertainment, communication, and interaction. It describes the distribution channel, aggressive promotion tactics, target market, and pricing strategy, emphasizing a premium approach for new models. Additionally, it reflects on personal strengths and weaknesses in the context of developing innovative features for future iPhone versions.
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Iphone presentation
- 1. Marketing Mix Apple Iphone5s By ReadEssay
- 2. Product • Smartphone designedby Apple Inc. • The core product purpose of : – entertainment, – communication and – interaction with people through different mediums
- 3. Product • Actual productconsist a complete cell phone, offering the features of – an Ipod, – mobile phone, – a multiple touch screen, – camera, – Wi-Fi, – GPS – web browsing, – emailing, – searching, – location detector
- 4. Product • iPhone’s augmented product –sustain a social and emotional bound with users – Apple app store presently has 400 million customer’s accounts and providing the access to over 700,000 software applications.
- 5. Placement (Distribution) • Allthe products of Apple including iPhone are available through only one channel structure • Selling of associated features of iPhone including its accessories and iTunes applications which are offered directly through company’s website and online store.
- 6. Promotion • Apple aggressively promotedits innovative product – outdoor advertising in a smart way – personal selling
- 7. Positioning Positioned iPhone 5Sas the most advanced iPhone ever possessing cutting-edge technology. • An image of high end product well- designed with greater performance and higher quality.
- 8.
- 9. Pricing Strategy The companyadopted the – premium pricing strategy for its new models – price adjustment strategy for its older versions – product line pricing strategy for different features and models of the same version on the basis of the difference in their cost
- 10.
- 12. Competitive Environment • Samedistribution channel
- 13. Competitive Environment • Globalleaders like Samsung are also aggressively promoting their products • Samsung is expected to spend $10 billion on advertising
- 14.
- 15. Target Market • Demographically:Apple targets people falling in the age range 18-35 years • Income level: above average • Psychologically, these people are trendy, stylish, user friendly, latest technology and are tech-savvy. • Geographically, iPhone intended to serve are China, U.S., Middle East and Asia.
- 16. Creative Development • Thecompany needs to come up with an innovative version of the iPhone with more added features
- 17. Reflection • The availabilityof resources. • Confident to fulfilling the task at my best. • Work professionally and seriously. • Responsible of dong the task on time. • To prove myself of having the ability of doing something much better than before. • Got confused at times. • Take decisions late. • Remain stressful until the task is not done. • Could not interact others or take advice regarding my work. Strengths Weaknesses
- 18. Learning Style I ma visual learner and learn things through images, pictures and spatial understanding.
- 19. Use of Resources Isurf through internet and gather online information available through various sources
- 20. Writing process • Ifirst gathered information by searching for related articles • list some important points in a word file • form a picture of what I exactly have to write • Then I made a rough draft of whatever the information was available • organize it in a pattern and then search again for the missing points
Editor's Notes
- #3 Apple IPhone 5 falls in the category of Smartphone designed by Apple Inc. iPhone as the core product is used for the purpose of entertainment, communication and interaction with people through different mediums.
- #4 While the actual product of iPhone consist a complete cell phone having a single button on the front, offering the features of an Ipod, mobile phone, a multiple touch screen, camera, Wi-Fi, GPS giving access to web browsing, emailing, searching, location detector and many other features. Moreover, through its connectivity with ITunes, iPhone allows the customers to access unlimited application. Although these features are also offered by other Smartphone companies in the market, yet iPhone’s design, its quality and innovation has created a strong brand image in the mind of consumers
- #5 iPhone’s augmented product is of much more value than the core product as it has been able to maintain and sustain a social and emotional bound with users The augmented product includes its packaging which is as attractive as its physical body; it is disturbed through only one channel which is retail stores, and provides access to its own operating system software and applications. Apple app store presently has 400 million customer’s accounts and providing the access to over 700,000 software applications.
- #6 All the products of Apple including the iPhone are available through only one channel structure which includes: Besides, another channel for the distribution is the direct selling from manufacturer to consumers which includes the selling of associated features of iPhone including its accessories and iTunes applications which are offered directly through company’s website and online store.
- #7 Apple aggressively promoted its innovative product, iPhone before and after its launch. Apple does carry out some outdoor advertising in a very smart way. However, the key promotional tools include its Smart Advertising and personal selling in which the users are given training and instructions on how to use the product and its new added features.
- #8 Apple positioned its iPhone 5S as the most advanced iPhone ever possessing cutting-edge technology. This product is targeted toward high end customers giving them an image of high end product well-designed with greater performance and higher quality.
- #9 In the perceptual map, iPhone falls in the area between cutting edge technology and high quality.
- #10 as the target market of iPhone are not too price sensitive so the company adopted the premium pricing strategy for its new models of iPhone while the older versions are then offered at a lower prices. Hence, the company adopted the price adjustment strategy for its older versions. Moreover, Apple also adopted the product line pricing strategy for different features and models of the same version on the basis of the difference in their cost. Like iPhone 4 with 16GB and 32GB are priced differently on the basis of the storage capacity.
- #11 The global Smartphone industry is dominated by few companies serving as market leaders. Among these Apple, Samsung, and Blackberry are the top three companies competing shoulder to shoulder with each other. Other companies including HTC, Nokia, Sony and LG are also serving a major portion of the market.
- #12 Although Apple is able to achieve the higher market share in the industry but Samsung with its S3, S4 and S5, Note 2, Note 3 versions of Smartphone is threatening the position of Apple as S3 has more features than iphone 5S.
- #13 Almost all companies competing in the Smartphone industry adopted the same distribution strategy as Apples’ which is from manufacturer to retailer and then to the customers. In the Smartphone industry, where the companies compete on cost cutting and low profit margins, Apple adopted a distinct approach for its pricing. While Samsung is adopting the price skimming strategy for its new products including Samsung Galaxy S4 in which the company launch the product at a higher price initially and then lower the prices over time. Whereas Nokia Lumia 920 is priced near to iphone and other smartphones are priced lower because of the production cost.
- #14 Many international and national companies while competing in the Smartphone industry use different tools of advertisements in their respective markets to gain customers attention and creating awareness. Samsung is expected to spend $10 billion on advertising for its products using the billboards, TV and cinema ads, and at sports and arts events becoming the world’s biggest advertiser
- #15 The iPhone 5S is currently at its maturity stage of the product life cycle. At this stage the sales of the product reaches a peak but the sales gradually slows down as the product is now accepted worldwide along with increasing competition. At this point, the company lower the prices of its products so that people could be still attracted.
- #16 Demographically, for its Iphone 5s, Apple targets people falling in the age range 18-35 years comprising mainly of the youth populations which are either students or young professionals. The income level of this class is expected to be a little more than average. Psychologically, these people demand products which are trendy, stylish, user friendly, latest technology and are the first adaptors of the innovative things. The main reason and the driving force for buying an IPhone for this group is the brand name of “Apple”. The people using an iPhone feel fortunate. This group of people are very much conscious of their image in the society especially among their friends and family, so these people are fashionable, tech savvy and are attention seeker in their peer group. Geographically, the target areas where Iphone intended to serve are China (the world’s largest Smartphone market), U.S., Middle East and Asia.
- #17 As iPhone 5S has reached its maturity stage and is expected to incline towards decline, the company needs to come up with an innovative version of the iPhone with more added features to re-start the product life cycle. These added features could be enhanced camera, connectivity, smarter design, new shape and colour, wider screen and many more.
- #18 My biggest strength is the availability of resources from online sources which helps me to easily access all kind of relevant information available on different websites and electronic sources. My second strength was my confidence of fulfilling the task at my best potential level. I am a devoted person so, I work professionally and seriously while doing any kind of task whether it is academic or non professional task. I am a punctual person so I give great value to time management. This makes me responsible of dong the task on time. I have the potential and motivation to prove myself of having the ability of doing something much better than before.
- #19 I m a visual learner and learn things through images, pictures and spatial understanding. The visual things have stronger impact on my mind and then I think and plan in my mind what to write.
- #20 I surf through internet and gather online information available through various sources. Few books were consulted for the definition of terms and theoretical understanding of the concepts while various periodicals like Forbes, business insiders were searched for relevant and authentic information regarding the topic.
- #21 I first gathered information by searching for related articles, list some important points in a word file along with their sources, form a picture of what I exactly have to and how to write. Then I made a rough draft of whatever the information was available and organize it in a pattern and then search again for the missing points.