Marketing Strategies of Apple Inc for Smartphones

Marketing Principles & Practice

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK...............................................................................................................................................3
Explain key marketing concepts and terminology applicable to apple smartphones. (e.g. Product Strategy, Branding, Promotional
Strategy)......................................................................................................................................3
Identify the marketing strategies and programs that helped/obstructed Apple inc achieve their objectives. Were these objectives
achieved in an ethical manner?...................................................................................................5
CONCLUSION .............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing is related to those tool which is used by the business organisations to stimulate the demand of the product from the market
with the help of different marketing tools. Marketing is the important aspect which is required in this competitive market because it is
the only solution for the business organisation to survive. The importance of marketing is increasing day by day and the reason behind
them is the increase in number of organisation which develops stiff competition in the market. There are many digital technology are
developed which helps the organisation to conduct the advertisement of their product. Marketing requires huge investment under
which many organisations faces difficulties to operates but their return can bear any losses . This report is based on one of the biggest
organisation of world called Apple Inc which is famous for their premium gadgets. It is an American multinational organisation which
deals in consumer electronic goods. This report provide us brief discussion related to the various marketing aspect of the company.
TASK
Explain key marketing concepts and terminology applicable to apple smartphones. (e.g. Product Strategy, Branding, Promotional
Strategy)
Apple is one of the most reputed smartphone brand of the world under which the company earns huge revenue by selling their
smartphone at premium pricing. The main reason for the success of company is their strategies and policies which helps the company
to target their customers. The organisation has team of well experienced executives which analyses the needs and preference of the
customers and develops different strategies to target the segmented customers. The brief discussion related to various strategies of
Apple Inc are described below:
Product strategy of Apple Inc
At the time when Tim cook was not the head of Apple group, he said that all products of the company are placed under the single table
but this now the company has huge product range such as mobile phone, laptops, iPods, Mac book and many more. Apple is generally
used product driven approach which is their greatest strength. The main concept behind this approach is that the organisation develops

the product first and the analyse the market for it. It is the trademark of the organisation to that they only develop premium product
which requires those customers which has ability to spend huge amount in devices to satisfy their needs. One of the most important
strategy of the company is that the new updates does not requires new design. The meaning of this strategy is that the customers can
enjoy features in their existing smartphone because the organisation provided them in regular updates. The organisation control both
hardware and software and it is the most safest device in term of privacy.
Branding of Apple inc
It is the important reason for the success of organisation in the market, the branding of Apple Inc is one of the attractive strategies of
all time. The branding strategy of the Apple is to focus on the emotions of the targeted buyers. Company link the usage of devices as
the part of life style of their customers. The organisation generally target the feeling of those peoples which has more sensitive
towards the status and are able to afford the premium devices. The main reason for the success of this branding is the effective
marketing of the company and also the brand awareness of the organisation.
Promotional strategies of Apple
The management of the organisation has different strategies for their premium price range which helps the organisation to increase
their market share and makes their organisation more competitive the brief discussion related to the different pricing strategy of the
company which are given below:
Rethink the need for the environment
The most common used strategies which many companies used to advertised their product is the use of google or Facebook
which is also expensive tools but the management of Apple believes it to be unnecessary. Company uses only two different stargates
in them first is product placement under which the organisation endorse their product with celebrities and the other is to create the
buzz in media.
Avoiding the price by their unique value proposition