Successful Marketing Launch of a new product / service
The company Apple is a company renown for its technological designers such as Steve Jobs. Apple is arguably the best company in the world in the aspect of its technological designs. Apple Company produces various products from personal computers such as iMac and the MacBook. It also manufactures well-known gadgets such as the iPod and iPhone. Furthermore, Apple also produces hardware and software products to enhance the experience of their products for their consumers.
Theoretical Review of Marketing
In late 2014 Apple released its new highly anticipated product, which was the iPhone 6. In the build up to the release of the iPhone 6, Apple used various marketing tools to create …show more content…
Furthermore, another technique Apple has used very successfully is the use of Digital Marketing. Digital marketing is mainly used via the Internet. The Internet has become an everyday essential to the human, and thus the reason for why big name companies like Apple have started to utilise this as a tool of marketing. Apple has used the Internet in various ways in order for their iPhone 6 to sell, for example search engines. Search engines are key for Apple, because when someone types a keyword, their product will appear in their search, increasing the likeliness of that consumer to view and purchase that product. 4
Lastly, in the Academic Journal Benchmarking: An International Journal, it states that price reflects a companies positioning and for consumers it may be a measure of the products quality. If this is the case then this shows that Apple’s pricing scheme shows the quality of level that their product the iPhone 6 is at. The iPhone 6 starting price is £539, which is a heavy price tag, but the matter of the fact is, the iPhone still outsells any phone currently in the market, whether its an HTC One or Samsung Galaxy S5. This shows any competitor that the iPhone is of a very high quality if customers are still buying the device at such a steep price. 5
Marketing Application by the Company
Apple has a lot of various products and every one of those products has its own target market. The iPhone focuses on selling in the mobile market
Apple Inc manufactures both hardware and software uniquely with methods of their own. Apple’s computer operating system is highly secured and is not subject to viruses and hackers and the products are designed to be concerned about the consumers’ style life. Apple is successful with their marketing is this is because of Apple build strong name and image in the market. Apple’s products are different as mentioned and it has a lot of unique features. This is another method of Apple doing marketing.
Apple uses a very own made image that can be apart from the other companies that share the same market. That images helps the target people to differentiate the products, for example, there are many kinds of media player, but the apples’ media player are known as one of the best, with a sound resolution that exceed the competition, making that product wanted by a large slice of the market. That same differentiation can also be seen in every Apple’s products. Apple is one of the best examples when talking about differentiation of products.
Apple implemented the marketing concept by focusing on customers’ needs through imagination, design, and innovation creating an emotional brand for its customers. Even though Apple is a technological company it takes a humanistic approach to satisfying the needs of its customers far better than the competition.
Apple’s business model is geared towards the hardware and software of its products. Also they focus on its mobile software applications, which is widely popular among customers due to the app store iPhone users. the applications on the app store are available for user on apple products and one of a kind compared to the less popular applications offered by Google and Facebook
The multi billion-dollar corporation, Apple Inc., designs and manufactures some of today’s highest technological gizmos and gadgets. Among their best known products are the Apple and Macintosh computers, iPods, iTunes, iPhones and iPads. Apple is one of the most powerful and influential high tech companies in the world. The success of Apple Inc. stems from the innovation and visions of co-founder and entrepreneur, Steve Jobs, the excellence of the stylish, user-friendly products, and the ability to create innovative products that consumer’s desire.
“Apple uses promotional and advertising tools to capture the attention, interest, and desire of the consumer. Apple captures our attention and interest through innovating and sleek imagery of their products on Apple's official website as well as keynotes and other publication” (Villefranche, 2011). For example Apple just released the I phone 5 which was highly anticipated and the publicity that Apple had prior to the release was tremendous and also brought in many new customers. It has been said that the first weekend the I phone 5 was available they sold 5 million phones. Apple made a plan and set up objectives and goals that they desired. Through integrated marketing they have met those goals and it allows for them to set higher goals and reach them as well. Apple also knows their competitors very well and this allows them to be in this market and compete very well.
Apple Inc., together with subsidiaries, designs, manufactures, and markets mobile communication and media devices, personal computing products, and portable digital music players worldwide. The also sell a variety of related software, services, peripherals, and networking solutions.
On June 29, 2007, Apple Inc. launched sales of the iPhone at Apple and AT&T stores across the country. Many hours earlier, enthusiastic customers lined up outside stores to get the first iPhone in their hands. The iPhone is more than just a breakthrough mobile-phone device. It is a strategy that may expand Apple's sphere of influence. Apple elegantly combined a mobile phone, mp3 player, and personal digital assistant (PDA) on the same machine characterized by its unique, innovative design.
This paper comprehensively describes the marketing plan of a charismatic organization Apple Inc. The main focus of the paper is to describe the most important marketing strategies which Apple has espoused from the date of its emergence and different challenges which it has faced from time to time. The paper begins with an introduction to the organization. Apple Inc. is an American MNC; engaged in the business of developing and marketing of IT products. Apple has expanded its business operations all over the world. Every product which Apple introduces has its own target market; it develops marketing plan and strategies for each of its products separately (Apple, 2012). Apple's strengths include strong brand image, financial strength, product and process design, and highly efficient operations management while high prices and inability of up gradation of some products are its main weaknesses. Apple has threats from its competitors, increasing costs, and economic situations but has greater opportunities in entering new markets, making strategic alliances, and bringing innovations through efficient R&D. Before entering new markets, Apple has to analyze the business environment through sensitivity analysis, and then decide a framework for the future strategies.
Once again Apple has been the first to the market when it comes to new features such as the touch screen, which has helped to keep its competition at arms length. Like all other Apple products, the smartphone is seen by many consumers in the industry as fashionable and a must have. Also Apple’s online music store support has also been a huge lift to its smartphones, as consumers can download music and thousands of applications.
With Apple being so far ahead of their competition, the only problem one can foresee in Apple’s future is how long they can sustain such innovation before they plateau. Apple does a phenomenal job at releasing their innovative products before their competition, but if their innovation cannot hold steady, this may lead to changes in demand for their products considerably. This can be seen with their release of the iPhone, the first successful touch screen cellular phone. Although people swarmed to the iPhone when it was first released because of its advanced technology, as the years have passed, other similar designs, including those with android and windows based operating systems, have drawn a considerable portion of the market. A clear representation of Apple’s attempt to regain some of this market can be seen when the iPhone was released to Verizon Wireless’ customers in
Apple Inc. has launched its iPhone in January 2007 (telegraph) as a new product in the market with latest technology and it was the first multi touch smartphone adding the feature of iPod and received an overwhelmed response by selling 270000 units. It had created a new record for a new company like apple, iPhone had laid a stepping stone for the success of Apple and till this time iPhone is the best seller product of Apple Inc. during first quarter of 2016 apple has sold over 74 million iPhones worldwide. (statista, 2016).
In 2007, Jobs invented the iPhone, a user friendly smart phone, which launched the smart phone market as we know it today. Until the emergences of other companies in the smart phone industry Apple monopolized the smart phone market. Although, other competitors are producing smart phones, Apple still continues to be successful when it comes to sales. For instance, Apple’s new iPhone 5S models sold more than 9 million units in their first weekend, and the company has earned praise for
Apple Inc. is globally renowned as one of the leading companies, especially for its specialization in the personal computers and consumer electronics industry. The company is most well-known for the iPod, a digital music player and Macintosh, a personal computer released in 1984.
The promotional efforts of the Apple iPhone will be principally through television and internet campaigns. These advertisements will focus on the cutting edge technology as it pertains to the Apple iPhone. Larger campaigns will be launched closer to the release of newer models to generate buzz and keep the public talking about the revolutionary iPhone. Promotional efforts will also be coordinated with AT&T, Verizon, and Sprint. Sales force will be trained to promote and sell the Apple iPhone and joint advertising campaigns will be launched to support both entities. Promotions will always be tasteful and will be focused both on the business segment and the consumer target market. Television and internet efforts will be focused to reach these audiences effectively. Promotions will be developed in-house and with the help of select advertising agencies.