The paper analyzes the marketing mix of iPhone, a product of Apple Computers Inc. The iPhone is designed to suit the target audience and to have a competitive advantage in the market. All the marketing mix components play an important role in the marketing strategy of the iPhone in making it remain relevant in the market. For the development of the iPhone, the elements of the marketing mix do not play and individual role but play an interrelated role of ensuring the competitive advantage of the iPhone in the competitive market.
Apple Company revolutionized the world of personal computers and smart-phones which dominated the market with its exceptional products such as iPhone's. The iPhone is a multimedia smart-phone unveiled in 2007 by Steve Jobs one of the founders of the Apple Company (Apple, 2011). The iPhone is of great interest because of its several functions. The phone acts as a portable media player; it can be used as a video camera or camera phone and also provides the visual voicemail. The phone provides good internet connectivity.
Different
Characteristics of the Marketing Mix of the iPhone
The product usually reflects the image of the company that it aims to convey to the consumers. The Apple Company aims at ensuring that the iPhone will have a full year warranty. The company also intends to ensure that the iPhone is packaged as appealing as possible to emulate other Apple products. To ensure that the product keeps afloat, the company intends to introduce unique editions of the iPhone which will attract more customers through the provision of quality services (Kotler, 2005). The Apple Company shipped a cheaper less advanced iPhone in 2008 which best suited professionals with the following features; removable disk storage capacity which supports USB memory sticks, the product had a lower weight and was much more thinner, and the battery life was exceptional.
Pricing - The pricing strategy forms the basis of the marketing plan for the Apple Company in rolling out its products. The prices of iPhone are determined using the forces of market demand. The company ensured that the base prices of the prestigious product were very competitive in the market and that were not in any way bringing loss to the company (Krieg and Clancy, 2000). The prices of the unique editions of the iPhone's will be determined when the product is rolled out in the market. The prices of the iPhone's are set out in the manner that the product dominates the market industry and still remains profitable in the competitive market. Order Your Marketing Mix Essay Now
Placement - Developing a good product, giving it a good price depending on the market demand, is not enough for an organization to compete effectively in a competitive environment. Distributing the finished product to the customers is a key role in achieving marketing objectives of any organization. The Apple Company always aims at massive rollout across the globe at all reputable major retailers online and brick and mortar stores along with cellular phone providers (Kotler, 2005). At all Apple stores, there is product demonstration which is dedicated to the iPhone to ensure a clear understanding of the usage of the product to their clients. The displays of the iPhones in all outlets are eye catching and this ensures that the product stands out from the pack.
Promotion - This marketing mix includes the advertising of the product to the intended target group through several ways such as the use of print media, televisions and the internet. The Apple Company promotes its products including iPhone through media advertisements which is used in integrating the intended message to the consumers (Kotler, 2005). Most of the advertisements show the iPhones touch screen functionality which makes its stand out from other products. The advertisements by the Apple Company are tasteful and original. Before the company rolls out an advertisement, it request its advertising agency to research on media consumer patterns and chose appropriate time for the targeted audience during the product introduction. The company usually keeps constant advertising to ensure that the awareness received by the targeted audience is enough to keep the product rolling in the market.
Importance of the Marketing Mix to the iPhone Product
The packaging of the iPhone plays a significant role in the purchasing pattern of the consumers. The packaging of the iPhone's reflects the image of the Apple Company and many consumers make their decisions depending on the packaging of the product (Kotler, 2005). The slimness of the iPhone has attracted more consumers and kept the product competitive in the market.
Pricing - The pricing of a product is very important in determining the image of the company. The pricing of the iPhone is usually based on the market demand and the functionality of the product. The understanding of price elasticity will help the Apple Company in determining the right base price for the iPhone within the target market.
The product usually reflects the image of the company that it aims to convey to the consumers. The Apple Company aims at ensuring that the iPhone will have a full year warranty. The company also intends to ensure that the iPhone is packaged as appealing as possible to emulate other Apple products. To ensure that the product keeps afloat, the company intends to introduce unique editions of the iPhone which will attract more customers through the provision of quality services (Kotler, 2005). The Apple Company shipped a cheaper less advanced iPhone in 2008 which best suited professionals with the following features; removable disk storage capacity which supports USB memory sticks, the product had a lower weight and was much more thinner, and the battery life was exceptional.
Pricing - The pricing strategy forms the basis of the marketing plan for the Apple Company in rolling out its products. The prices of iPhone are determined using the forces of market demand. The company ensured that the base prices of the prestigious product were very competitive in the market and that were not in any way bringing loss to the company (Krieg and Clancy, 2000). The prices of the unique editions of the iPhone's will be determined when the product is rolled out in the market. The prices of the iPhone's are set out in the manner that the product dominates the market industry and still remains profitable in the competitive market. Order Your Marketing Mix Essay Now
Placement - Developing a good product, giving it a good price depending on the market demand, is not enough for an organization to compete effectively in a competitive environment. Distributing the finished product to the customers is a key role in achieving marketing objectives of any organization. The Apple Company always aims at massive rollout across the globe at all reputable major retailers online and brick and mortar stores along with cellular phone providers (Kotler, 2005). At all Apple stores, there is product demonstration which is dedicated to the iPhone to ensure a clear understanding of the usage of the product to their clients. The displays of the iPhones in all outlets are eye catching and this ensures that the product stands out from the pack.
Promotion - This marketing mix includes the advertising of the product to the intended target group through several ways such as the use of print media, televisions and the internet. The Apple Company promotes its products including iPhone through media advertisements which is used in integrating the intended message to the consumers (Kotler, 2005). Most of the advertisements show the iPhones touch screen functionality which makes its stand out from other products. The advertisements by the Apple Company are tasteful and original. Before the company rolls out an advertisement, it request its advertising agency to research on media consumer patterns and chose appropriate time for the targeted audience during the product introduction. The company usually keeps constant advertising to ensure that the awareness received by the targeted audience is enough to keep the product rolling in the market.
Importance of the Marketing Mix to the iPhone Product
The packaging of the iPhone plays a significant role in the purchasing pattern of the consumers. The packaging of the iPhone's reflects the image of the Apple Company and many consumers make their decisions depending on the packaging of the product (Kotler, 2005). The slimness of the iPhone has attracted more consumers and kept the product competitive in the market.
Pricing - The pricing of a product is very important in determining the image of the company. The pricing of the iPhone is usually based on the market demand and the functionality of the product. The understanding of price elasticity will help the Apple Company in determining the right base price for the iPhone within the target market.
Placement
For
every manufacturer, it is important to choose right wholesaler and retailers
since they greatly contribute to the image and branding of your product. For
the success of the iPhone in the market, Apple Company chooses retailers who
will ensure maximum exposure and profitability of the iPhone because of their
good location and the location of the iPhone in the store.
Promotion
Advertising
a product increases public awareness of the same product and this leads to
increased volume of sales for the product. For maximum sales and profit of
iPhone to be realized, Apple Company needs to extensively market its through
constant campaigns.
References
Apple – iPhone 4,
Accessed on April 11, 2011, http://www.apple.com/iphone/
Clancy, K. J., &
Krieg, P. C. (2000). Counterintuitive marketing: Achieve great results using uncommon sense. New York: The Free
Press.
Kotler, P. (2005). Marketing
management: Analysis, planning, implementation, and control. Upper Saddle River, NJ: Prentice Hall
Prenzel, I. (2010). Applicability
of Mobile Marketing in the Marketing Mix of Trade Fair Organizers, GRIN Verlag,
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