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Marketing Assignment I

Their marketing mix includes premium priced products like the iPhone, iPad, and MacBook alongside digital services. They promote through various advertising channels and sell directly through Apple stores and online retailers to target wealthy customers globally.

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Shreeshab
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278 views5 pages

Marketing Assignment I

Their marketing mix includes premium priced products like the iPhone, iPad, and MacBook alongside digital services. They promote through various advertising channels and sell directly through Apple stores and online retailers to target wealthy customers globally.

Uploaded by

Shreeshab
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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ASSIGNMENT - I

MARKETING

Prepared by :
Shreeshav Bir Pradhan
4th Semester
Prime College
Apple Marketing
Mix

Apple Computer Company was founded on April 1, 1976, by
Steve Jobs, Steve Wozniak, and Ronald Wayne as a partnership.
The company's first product was the Apple I, a computer
designed and hand-built entirely by Wozniak. To finance its
creation, Jobs sold his Volkswagen Bus, and Wozniak sold his
HP-65 calculator.

iPhone is Apple's most valuable product and has, since 2008,


been its main source of revenue. Even though Apple has
diversified its product line with Watch, AirPods, and services,
iPhone is still responsible for 50% of its revenue.

Apple leads the way as the world’s most valuable brand with a whopping $3 trillion in
market capitalization. In the first quarter of 2022, Apple generated over $97 billion in
revenue.

1. Product in the Marketing Mix Of Apple:


Apple offers a wide variety of products that all work within the same ecosystem.
Foremost among these products are iPhones, Macbooks, Apple Watches, and iPads.
Services offered by apple are Apple Music, iCloud, Apple news, Apple books, Apple
arcade, Apple podcasts, Apple fitness+
2. Price in the Marketing Mix Of Apple:
Apple uses a premium pricing model that accounts for its products’ tech, innovation,
build, and social currency. Apple has built the image of itself as a premium brand. Its
product range includes only higher-end products and they only target people with
high affordability. The company follows a premium pricing policy. Apple products are
expensive and are considered a status symbol. Apple never prices lower than its
competitors to maintain the image of a premium brand. Lowering the sale price will
dilute the brand image.

One of the reasons Apple follows a premium pricing strategy is its high-end
technology and superior-quality products. Apple does not offer its product on sale and
the price of the products is generally standard. Naturally, with such a huge fan
following and brand image, the company charging higher prices for its products is
justified.

3. Promotion mix in the Marketing Mix Of Apple:


Its promotional strategy of Apple focuses on aggressive advertising using various
channels like media, TV, billboards, online ads, etc. It makes use of both conventional
and non-conventional techniques to promote its product. The products are also
promoted on its website and also from other online channels including social media.
As we all know that Apple targets a selected segment of society, and the focus of its
promotional activities is on its products and therefore the differentiating factors which
make it unique and better than its competitors. The promotion mix Apple also uses
public relations as a means to attract more customers.

The primary goal of its promotional activities of Apple is to make the customer aware
of the superior user experience of Apple products.
4. Place in the Marketing Mix Of Apple:
Apple products are available almost everywhere across the globe. The company uses
various distribution channels to serve the demands of global customers. They use both
online and offline channels for distribution purposes. Apple stores: Apple has set up
outlets in different locations where customers can purchase products directly from the
company.

E-commerce platforms: Customers can purchase products directly through Apple’s


official website and other online portals such as Amazon, Flipkart, etc. These portals are
one of the biggest points of sale for Apple products.

Corporate resellers: Apple also has tie-ups with various corporate resellers who are
authorized to sell Apple products. Due to the premium image, these stores are
handpicked based on the size of the store, monthly sales, etc. The global availability of
Apple products allows the company to target a larger customer base and also helps in
creating brand awareness on a global scale.

5. People in the Marketing Mix Of Apple:

The primary market for Apple’s products are middle/upper-income individuals who
don’t mind paying a premium for a better user experience. Apple targets wealthy
personals for the prestige and Brand name of Apple with lots of Advanced Features as
well
6. Physical Evidence in the Marketing Mix Of Apple:
Physical evidence of Apple is creatively and objectively crafted to resonate with their
brand in all their retail stores and online stores. Apple products are expensive more
than their competitors but still, the quality of the structures they use as stores resonate
with the impression they want to create to the customers.

Apple did not just concentrate on the quality of their products; they are well focused
on the ambience of their staff and customers. A well thought out conducive
environment intelligently resonate with the perception of the brand they want for their
customers. Physical evidence is not limited to the retail outlet architectural edifice but
also to the website infrastructures.

Apple Physical Evidence will be divided into:

Architectural Edifice/Online Infrastructures


Employees
Ambience

7. Process in the marketing Mix Of Apple :

Process includes customer’s experience. “Many customers no longer simply buy a


product or service – they invest in an entire experience that starts from the moment
they discover your company and lasts through to purchase and beyond” (CIM, 2015).
Apple offers various support channels for customers who require assistance after the
purchase. On Apple’s website, customers can select to be contacted by Apple Support
via telephone, start a chat session, or take the device in store for service.

In addition, Apple offers one-year limited warranty and 90 days of tech support over
the telephone with Apple’s core hardware products. The protection can be extended
by purchasing AppleCare, which extends warranty plan and phone support, and
AppleCare+, which covers accidental damage on top of the extended warranty and
support.

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