MARKETING MIX of Apple

MARKETING MIX of Apple:
Researched and compiled by Krisha Kalsi
Apple sold 1.3 billion devices in 2018. It is therefore evident that apple can be considered a
marketing success. Apple’s marketing mix indicates how the company matches its business
activities to meet the demands of the global market for information technology, consumer
electrons, and online services.
Apple Inc. has acquired an approach that focuses on ‘premium branding’. This involves
capitalising on the premium brand and ensuring that use of the 4Ps to maintain a strong
brand image.
The 4Ps
 PRODUCTS:
Apple provides a wide range of goods and services, mainly classifies as information
technology. However, the company continues to expand its product line.
o Mac
o iPhone
o iPad
o iPod
o Apple Watch
o Apple TV
o Digital content
o Software (e.g. iTunes, App store)
o Accessories (e.g. air pods)
o Cloud services (iCloud)
All of Apple’s products are designed after doing a lot of research and development.
Steve jobs was a master marketer and he had real insight on what customers want,
which was the sustainable factor behind Apple as a company.
 PLACE
This element of the marketing mix involves the selection of appropriate places or venues
through which the company distributes its products. Apple Inc.’s business case involves
company-owned locations, as well as other parties that the company authorizes to
distribute its products. The following places are included in Apple’s distribution strategy:
o Apple Store locations
Apple Store is a subsidiary of Apple Inc. that operates physical or brick-and-mortar
stores that sell the company’s products, along with related products from other
manufacturers.
o Company-owned website and online stores for desktop and mobile

the inclusion of these online distribution channels helps optimize international
market reach.
o Authorized sellers
o Telecommunications companies
the company has agreements with various telecommunications companies, such
as Verizon, AT&T, and Sprint, which offer iPhone units integrated into some of their
telecommunications service packages available to subscribers in local or regional
target markets.
 PRICE
Apple utilises two particular pricing strategies for its products:
1. Premium pricing:
This involves strategically placing your product higher than your immediate
competitors, which cultivates a sense of higher quality within the market. Apple has
creating the image of a premium brand for itself; low-cost products have almost
never been part of the Apple product line. This brings higher profit-margins, while
also reflecting the investment that the company puts into its innovative technology
and R&D.
Due to its premium pricing, Apple’s target customers tend to be younger and
wealthier, which is apt as this demographic is better aware of technology and thus
considers Apple the best return on their investment.
2. Freemium pricing:
Freemium pricing—a mix of the words “free” and “premium”—is a pricing
strategy that businesses use if they want to offer customers free services in addition
to paid options. Generally, the free options are basic versions of the service, and the
paid options are upgraded, or premium, versions.
For e.g. Apple offers free 5 Gb iCloud storage. However, to access more storage as
well as advanced features, users must pay a recurring fee.
 PROMOTION
SOURCES REFERENCED:
 http://panmore.com/apple-inc-marketing-mix-4ps
 https://notesmatic.com/2017/02/apple-marketing-mix-4ps/#:~:text=Marketing%20Mix
%20of%20Apple%3A%20Product,its%20focus%20upon%20technological
%20innovation.&text=However%2C%20it%20has%20expanded%20its,further
%20diversification%20into%20new%20areas.
 https://brandongaille.com/18-apple-target-market-demographics/
 https://www.patriotsoftware.com/blog/accounting/freemium-pricing-what-is-it/
o https://leftronic.com/apple-statistics/#:~:text=Astonishing%20Apple%20Statistics,were
%20sold%20during%20Q4%202018.
o https://www.marketing91.com/marketing-mix-apple-inc/
o https://titanwebmarketingsolutions.com/4-powerful-ps-need-know-apples-marketing-mix/

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MARKETING MIX of Apple:

Researched and compiled by Krisha Kalsi

o Company-owned website and online stores for desktop and mobile

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