Marketing Plan for Apple iPhone XS MAX

This marketing plan discusses the segmentation, targeting, positioning, and marketing mix (4 P's) for Apple iPhone XS MAX. It also includes recommendations for product, price, place, and promotion.

Running head: MARKETING PLAN
Marketing

MARKETING PLAN 2
Table of Contents
Segmentation...............................................................................................................................................3
Targeting.....................................................................................................................................................3
The positioning of Apple:............................................................................................................................3
Develop recommendation for marketing mix (4 P’s)...................................................................................4
Product....................................................................................................................................................4
Price........................................................................................................................................................6
Place........................................................................................................................................................7
Promotion................................................................................................................................................7
References...................................................................................................................................................9

MARKETING PLAN 3
Segmentation
Apple I Phone XS MAX can segment the market and target on the basis of the following factors:
Demographic factor:
Apple I Phone XS MAX will select the 22-55 age-group of people for targeting the customers. It
would also segment the both male and female. It would also segment the customers with modern
lifestyle and those customers who come in medium to the high-income category. It would also
target the young and open to change customers for segmenting the customers. This would lead to
increase the sales and profits margin of the company (Ng, 2016).
Behavioral segmentation
Under this segmentation, the company will segment the customer on the basis of hardcore
loyalists. In such a manner, the company would target the loyal customers who will hardly
switch to another brand (Wesley and Barczak, 2016).
Targeting
Apple I Phone XS MAX will target to each demographics because it would have competencies
to customize the app as per the interests and needs of customers. It desires all ages, gender,
occupations, ethnicity and financial positions. Apple I Phone XS MAX will use undifferentiated
targeting marketing strategy to promote their product among targeted customers. Under this
targeting marketing strategy, the company will use only one marketing mix channel for all
segment of customers (Chernev, 2018). For this strategy, the company would have need of low
cost but, it would provide a high return.
The positioning of Apple:
Following are certain factors that would contribute to making positioning of Apple in the market:
Brand Identity:

MARKETING PLAN 4
There are different intangible brand assets that contribute to forming a particular position in the
customer’s mind. These resources are brand values, its employees, cultures, tagline, the tone of
voice, type of imagery, and brand colors (Wymer, and Akbar, 2017).
Product Design and Quality:
Apple will develop the products that have a unique quality and distinct design from the
beginning. Apple I Phone XS MAX was the unique featured products that have a high storage
system and high quality of camera for the user. Apple has innovative technology and enhanced
design. It may lead to create a strong position in the market can support in developing a premium
price for their products (Husaini, Kusumawati, and Mawardi, 2017). Apple I Phone XS MAX
can use the unique message in the advertisements such as “the less the better”. This philosophy
would be used to provide clear and straight messaging and using minimalistic color may perform
wonders in Apple. The usage of mediums to endorse the messaging is effective to make
positioning of Apple I Phone XS MAX (Strauss, and Frost, 2016).
Develop recommendation for marketing mix (4 P’s)
Product
(Sources: Chen and Ann, 2016).

Low
storage
High price
Low price
High
storage
MARKETING PLAN 5
Point of differences
The IOS operating system –
The foremost quality that an individual will love in the Apple I Phone XS MAX was a renowned
Apple Ios operating system. It would provide a similar operating system such as Mcbook that
APPLE IPHONE XS
MAX
HTC one
Nokia Lumia 1020 Samsung Galaxy’s

MARKETING PLAN 6
was Ios. Moreover, Apple would be competent to identify the potential customers due to the
mobile operating system (Andrews and Shimp, 2017).
Processing speed –
It is stated that only use of operating system cannot be appropriate for attracting the users as
there is need of increasing the processing speeds. Furthermore, hardware of Iphone would be
compatible with software and OS can be used to operate efficiently. Therefore, the high-quality
processing speed may lead to an increase in the popularity of products (De Mooij, 2018).
Itunes, apple store and exclusive apps –
Itunes store came into existence before iPhone come to iPod. Itunes is key attention for Apple
Iphone. Moreover, Apple store will consider high amount of Applications. Moreover, Google
play store could be tribute for huge developer network such as iPhone. Therefore, Apple store,
developer network and Itunes may create the second hand products for iPhone (Qin, et. al.,
2018).
Price
Company Price
APPLE IPHONE XS MAX $199
HTC one $130
Nokia Lumia 1020 $ 145
Samsung Galaxy’s $120
Motorola Moto X $100
Skimming price –
Apple I Phone XS MAX can use skimming price for premium targeting. This pricing would be
supported by the unique products and effective promotion. In this strategy, the company would

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have premium price as comparison to other phones in the marketplace. The key competitors of
iPhone are Samsung that has recently introduced different unique products. But, customers of
Apple cannot switch as they are highly loyal to Apple brand (Simon and Fassnacht, 2019).
Place
Apple will sell their product in across world with good backup of service. It would demonstrate
their products in across of different countries and that is recognized for offering the better
backup of services in different nations. The target of Apple iPhone would be premium
consumers and that is possible only in ‘A grade’ nations (Safa and Daraei, 2016).
I-stores are established in finest locations–
Iphone can provide the name of its retail outlets as I store may keep in line with inclusive
product range of Apple that begins with I. As a result, it would help to make an instant individual
connection with customers. These I stores of Apple can be found in premium locations as well as
malls in premium nations across the complete nationwide network (Andrews and Shimp, 2017).
Corporate tie up –
Apple can develop a corporate sales division for Apple I Phone XS MAX and can tie-ups with
the company. It may launch their product when its key market player will exit from the handset
market. It can also tie up to top CEO’s and managers who were working in its competitors. Thus,
it may increase the market share and revenues by using merger and takeover strategies (Strauss,
and Frost, 2016).
Promotion
Apple can promote the Apple I Phone XS MAX by using different channels such as social
media, radio, and television. Since, it is targeting premium segment, then the presence of Apple I
Phone XS MAX would be higher in ATL segment as compared to the BTL segment. It may

MARKETING PLAN 8
demonstrate the effective tagline in the newspaper ads because there are different rivalries that
come up with an interesting tagline for new phones (Wymer, and Akbar, 2017).
BTL – Apple can use home advertising, billboards as well as point of sales promotion techniques
in different locations in order to endorse Apple I Phone XS MAX. It can use different forms of
exchange discounts and sales promotion to attract the customers by using BTL marketing
(Chernev, 2018).

MARKETING PLAN 9
References
Andrews, J.C., and Shimp, T.A., 2017. Advertising, promotion, and other aspects of integrated
marketing communications. UK: Nelson Education.
Chen, C.M. and Ann, B.Y., 2016. Efficiencies vs. importance-performance analysis for the
leading smartphone brands of Apple, Samsung, and HTC. Total Quality Management &
Business Excellence, 27(3-4), pp.227-249.
Chernev, A., 2018. Strategic marketing management. UK: Cerebellum Press.
De Mooij, M., 2018. Global marketing and advertising: Understanding cultural paradoxes.
USA: SAGE Publications Limited.
Husaini, F.N., Kusumawati, A. and Mawardi, M.K., 2017. The Influence of Customer
Satisfaction and Brand Trust on Brand Loyalty (Survey on Undergraduate Student as User of
Apple iPhone in University of Brawijaya). Journal Administrasi Bisnis, 47(1), pp.32-38.
Ng, L.C., 2016. Marketing Myopia–An Update (How Theodore Levitt Changed Our World? A
Look at the Impact on Corporate Management after Five Decades). Journal of Marketing
Management, 4(2), pp.24-34.
Qin, Y., Shi, L.H., Song, L., Stöttinger, B. and Tan, K.F., 2018. Integrating consumers’ motives
with suppliers’ solutions to combat Shanzhai: A phenomenon beyond counterfeit. Business
Horizons, 61(2), pp.229-237.
Safa, L. and Daraei, M.R., 2016. Determining the Relationship between Brand Personality and
Brand Loyalty in Tehran, Iran: Case of iPhone Smartphone. International Journal of Research in
Management, (6), pp.17-18.
Simon, H. and Fassnacht, M., 2019. Price Management and Institutional Context. In Price
Management (pp. 299-327). USA: Springer, Cham.

MARKETING PLAN 10
Strauss, J. and Frost, R.D., 2016. E-marketing: Instructor's Review Copy. UK: Routledge.
Wesley, D. and Barczak, G., 2016. Innovation and marketing in the video game industry:
avoiding the performance trap. UK: Routledge.
Wymer, W. and Akbar, M.M., 2017. Brand authenticity, its conceptualization, and its relevance
to nonprofit marketing. International Review on Public and Nonprofit Marketing, 14(3), pp.359-
374.