Advanced Marketing Strategies-Module 4

Running Head: Advanced Marketing Strategies-Module 4
ADVANCED MARKETING STRATEGIES-MODULE 4

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Advanced Marketing Strategies-Module 4
Table of Contents
Part 1: Place Strategy.................................................................................................................3
Part 2: Promotional strategy.......................................................................................................3
References..................................................................................................................................8
Appendices.................................................................................................................................9

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Advanced Marketing Strategies-Module 4
Part 1: Place Strategy
Business to Business (B2B), Business to Consumers (B2C) and Consumer to Consumer
(C2C) marketing channels can be considered as best practices to implement place strategy for
the Apple App for tutoring support. According to Chaffey & Ellis-Chadwick (2019), B2B
marketing will allow Apple to sell this new App to other companies that will sell this app to
end customers. For example, Alibaba and World trade can be used as a B2B marketplace to
sell this Apple App. It is relevant as is helpful in ensuring maximum sale. On the other hand,
B2C allows companies to sell products directly and Apple can sell this app through their
official website. Apple may consider C2C companies can be used to potential customers. As
mentioned by Tonkova (2016), different C2C companies can be considered for targeting
consumers from particular countries. It helps in covering specific target market.
As B2B allows dealing with companies, it becomes easier for business to convince one or a
group of companies rather than huge number of customers (Kumar & Pradhan, 2018). Huge
amount of revenue can be generated within minimum time by using this channel.
Use of B2C channel helps to interact with customers directly. Transparency of business is
maintained and Apple can get loyal customers for their new app through this channel.
High profit can be ensured by using C2C channel as it is one kind of direct selling
(Srinivasan, Rutz & Pauwels, 2016). Apple may get wide range of potential customers
through C2C channels of particular target countries.
Part 2: Promotional strategy
“Main intention of this integrated marketing communication is to involve different
communication tools that can impact on consumer perception and needs.”

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Advanced Marketing Strategies-Module 4
This message is essential because it can help employees of apple to understand the objectives
of this strategy. In addition, different channels for IMC campaign can be chosen wisely that
can fulfill business objectives and popularize the product.
Three traditional strategy
Flyers and brochures: Attractive flyers can be printed and distributed among target
consumers. Moreover, different offers on subscription of the application and details about the
application can be given on brochures.
Event marketing: This is another essential traditional option that can be chosen for creating
a buzz among customers. This can be done by sponsoring or hosting an event. As stated by
Ryan et al. (2016), event marketing helps in establishing a good relationship with customers.
Newspapers and magazines: These are tools if print media and can be used to publish all
details regarding the application for tutoring support.
Rationale of the choices
These traditional promotional techniques are chosen because they can engage a large number
of customers. Moreover, creative contents in flyers and print media tools like magazines can
create interest in the application among target segments of consumers.
Three digital strategy
Social media: Different official pages of social media like facebook, twitter can be used to
attract customers.
Email: Direct mail can be done to target segments of customers. However, collection of
information is essential before this process, which can help to know the preferences of
customers.
Content marketing (blogs, websites): Creative content can be published on blogs and
official websites.
Rationale