Marketing Plan for Apple's iPhone: Elements of Marketing Mix and Recommendations

This report analyzes the marketing strategies of Apple Inc. for its iPhone product line, including the elements of marketing mix such as product, price, place, and promotion. It also provides recommendations for improving the marketing mix and expanding the business.

MARKETING PLAN

Executive Summary
The present report is based on the case study of Apple Inc. with the product line as iPhone. The
report has covered a brief introduction about marketing strategies of Apple Inc. that have been
used for the purpose of promoting the iPhone among its consumers. The element of marketing
mix with respect to the iPhone identifies different strategies used by Apple Inc. which includes
product strategy, pricing strategy, promotion and place strategy used for the same. Along with
that report highlighted that the organization have various opportunity of expending the business
all over the world and improve the value of the company in different market segment. In context
to that the report highlighted the two types of the marketing that will help the company in
increasing the sales of the company. Furthermore, the study reflected that the company is capable
enough to satisfy the consumers in appropriate manner.

Table of Contents
Executive Summary.........................................................................................................................2
INTRODUCTION...........................................................................................................................4
MAIN BODY..................................................................................................................................4
Background of Apple Inc.............................................................................................................4
Elements of marketing mix of apple iPhone................................................................................5
Recommendation.........................................................................................................................8
Digital marketing strategy...........................................................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing management refers to the process of planning, monitoring and controlling the function
of the organization which are related to the marketing concepts. The marketing management is
the essential element which provide the assistance to the company in increasing the value of the
brand in the management, awareness among the people and boosting the sales of the company in
effective as well as efficient manner (Deepak and Jeyakumar, 2019). In the marketing
management the organization design and implement the marketing plan in effective as well as
efficient manner. The present report is based on business plan of the apple company which is
leading the domestic as well as international market. The present report will examine the
information of the organisation that will include short introduction of the Apple company. Along
with that the report will highlight the current marketing mix of company that focuses on the 4ps.
Furthermore, the study will provide the recommendation in order to improve the performance
and marketing mix of the company. lastly the report will suggest appropriate digital marketing
strategies.
MAIN BODY
1. Background of Apple Inc.
Apple is an international company which provides its customers with electronic products
with high technology. It was founded by Steve Jobs, Steve Wozniak and Ronald Wayne in the
year 1976 (Poradova, 2020). It is headquartered in California, United States of America. The
current CEO of the company is Tim Cook. Arthur D. Levinson serves as the chairman, Jeff
Williams as the COO and Luca Maestri as the CFO of the company. Apple provides its
customers with a wide range of products and services. The products offered by Apple includes
Air pods, Apple TV, iPhone, iPad, Apple watch, home pod, MacBook and Macintosh. Similarly,
the services offered by Apple Inc. includes App store, Apple care, Apple card, Apple fitness+,
Apple Music, Apple News+ and Apple pay.
The present report is based on the product iPhone as the product line of the Apple that needs
revamping of the current marketing strategies. The first iPhone was launched by the Apple Inc.
in the year 2007 (Kanten and Darma, 2017) . Till now, Apple Inc. has launched about 25
iPhones over the past 15 years. After the first launch of the iPhone, the sales of the company
have seen an immense growth over all these years. The highest sale of iPhone was recorded in
the year 2015 with a sale of around 231 million. Apple Inc. tries hard to keep up with position

that iPhone holds in the market. Apple Inc. do not have any marketing budget and never really
try to advertise the iPhone by way of using pamphlets, televisions, radios or any other kind of
print ads in order to attract the customers and influence them to purchase the product of the
company. At times, the distributors who sell iPhone advertises the product on their own in order
to increase their sales (Tong and Xu,2020).
2. Elements of marketing mix of apple iPhone
A set of strategies used by companies in order to market and promote the product and services to
its customers can be referred to as marketing mix. The elements of marketing mix with respect to
a particular product includes product, price, place and promotion (Adnyana and Dinhar, 2021).
The elements of marketing mix with respect to the Apple’s iPhone are as follows:
2.1 Product
The iPhone offered by the apple Inc. is one of the leading mobile phone in today’s world.
It was the first phone touchscreen mobile phone that was launched in the year 2007 and then the
company launched various models of the same (Danko and et.al2019. ). The strengths of the
Apple iPhone include a number of features such as the IOS operating system. As IOS was the
first operating system launched in the market, people in the market liked it for its processing
speed and compatibility (Apple Inc.’s Marketing Mix or 4Ps (An Analysis), 2022). The IOS
operating system is efficient and easy to use. Apple does not compare its iPhone with phones of
any other brands. For the purpose of marketing the iPhone, Apple Inc. compares the new models
of iPhones with the old ones. This helps the customers in identifying the features that are new in
the latest model of the iPhone. The current product strategy of Apple Inc. used for iPhone is to
provide the customers with a luxurious, high end smartphone which helps in enhancing the
customer experience with the limited features rather than providing them with a large number of
features (Grabara, 2021) . Though, iPhone is a very popular phone that is used worldwide, Apple
Inc. needs to focus on providing the customer with a variety of features as they are provided by
other brands. Brands like Samsung and one plus provides a lot more features than provided by
Apple Inc. and that too within a limited and reasonable price. The main area which needs
improvement in the iPhones is that the iPhones comes with irreplaceable batteries which means
which if there is an issue with a new brand phone, the customer will have to send the phone back
even if all it needs is a battery to be replaced. Nowadays, Apple Inc. do not provide their iPhones
with headphone jack. If a person wants to listen to music, they will need to buy air pods or

Bluetooth earphones just for listening the music. This increases the cost of maintaining an
iPhone.
2.2 Price
The current pricing strategy used by Apple Inc. for iPhone in the market is skimming
price. Skimming price is a pricing strategy generally used by new firms who are offering a
unique product in the market. Under this pricing strategy, the company charges a high price from
its customers for the product offered. Apple Inc. is a 46-year-old company and the iPhone is a
15-year-old product. The skimming price strategy helps the company in attracting a group of
consumers that belong to a high income group, however the company does not provide any
affordable pricing strategies such as competitive pricing which allows the group of people that
belongs to middle class. The current pricing strategy used by Apple Inc. for iPhone does not
offer the product on discount to its customers. Providing discounts can help in attracting new
consumers towards the product, and also help the company in reaching the sales target during
slow sales period (Thabit,and Raewf 2018) . In order to engage new customers with the
company, Apple Inc. needs to focus on understanding the expectations of a variety of range of
people that exist in the market across the world. Currently, many sectors of consumers across the
world are unaware about the brand position of the company because it is just out of their reach.
Therefore, Apple Inc. needs to intent on doing research for the purpose of determining the needs
of all sectors of society across the world and provide the consumers with a range of iPhones that
can offered to different classes of people because of their price ranges.
2.3 Place
Apple Inc. stores are available worldwide which provides its customers with its wide
range of products including iPhone. However, Apple Inc. stores are available only in limited
cities which are considered as A-grade cities. The people living in small towns do not have
access and easy availability to iPhones and other products provided by the company. The I-stores
are only available at premium places such as malls which are located only at the premium places.
This makes it hard for the people living in different parts of the city in order to make time to visit
the store if they are facing any trouble with the product or even if they want to purchase a new
product (Bagheri Kani. and Azar 2021). The Apple Inc. makes use of the distributors worldwide
in order to extend the reach of the product. The company provides its products to agents which
further distributes the product in the market to various retail outlets. Apple Inc. provides its

products to individual retailers by way of distributors and the exclusive I- store showrooms are
provided with the products directly from the Apple Inc. with the best possible prices. Apple Inc.
also collaborates with various top tier companies in order to market and promote the iPhone
among its customer base.
2.4 Promotion
Apple Inc. uses different tactics in order to promote its products and services in the
market. Apple Inc. promotes iPhone by way of organizing promotional events in order to create a
brand image in the minds of the consumers. It advertises iPhone among the customers by using
many traditional and non-traditional marketing strategies (How Customer Feedback Surveys
Help Apple Maintains Industry Leadership, 2022). Modern marketing strategies used by Apple
Inc. for the purpose of promoting the iPhone includes advertisements that are related to a new
product launch which are inclusive of all the new features that will be provided by the company.
It launches its advertisements on social media channels such as Facebook, Instagram, Twitter,
YouTube and LinkedIn. Apple Inc. makes use of point of sale advertisement that means it
launches its advertisements in order to attract new customers and indulge them into purchasing
the new products launched (Bahador, 2019). However, Apple Inc. only focuses only attracting a
group of consumers who have a high income background. It does not try to attract consumers
with middle and low income group of people and not even launches a phone that falls in the
category of medium priced phone. Due to this reason, most of the population cannot even think
to buy the iPhone. If iPhone decides to launch a product for the middle income group people, it
might help the company to achieve greater success than before. Moreover, Apple Inc.
collaborates with Multinational Companies in order to promote its various product lines
including iPhone. It never tries to compete with other brands in the market in order to promote
iPhone to its customers. Doing so, would help the company in attracting a new range of
customers. Apple Inc. does focus much on traditional tools of marketing such as advertisements
by way of newspapers, podcasts, radios, and posters (Apple's Extended Marketing Mix, 2020.).
Therefore, people who do not have access to smartphones and internet are unable reach to the
company and get a brief understanding of what the company provides even if they can easily
afford the product (Marušić,2019) .
2.5 People

People holds vital importance in the functioning of Apple Inc. People are the ones who
design the iPhone, produce and sell it on company’s behalf. The employees of Apple are very
innovative in nature, the keep in mind the customer’s preference and needs and demands and
product them with features which improves the sale of the company.
2.6 Physical evidence
The physical evidence with respect Apple Inc’s iPhone is its logo, its brand image, the
features that the company provides within the iPhone. The company launches a new model of
iPhone every year with an added touch of innovation and new features and tries to make the lives
of the people a little easier. This attracts the customers towards the company.
2.7 Process
Apple Inc. tries to use the best possible process to enhance the features, design and
innovation of iPhone. Before launching a new model of iPhone in the market, the company
makes sure that the design of the product is attractive, then rebuild it and test it if it meets the
expectations of its customers or not.
3. Recommendation
The apple company has a premium price stagy which is difficult for the individual person who
belong to moderate earning class. Due to high prices of the new iPhone the potential buyers shift
toward the old version as the models price got decreased after introducing the new version. In
context to that the price scale of the new model started decreasing due to that reason. In order to
bring stability and increasing the awareness among the people the organization should deliver the
product in low price or as the affordability of the customer (Hutt and Speh, 2021).
Along with that the company should provide more colourful phone option for the customer as
they shift toward different brands . Beside that the company should differentiate the product in
order to increase the brand value in the marketplace so the company is able to improve the brand
value in the marketplace. Many other organization is creating the replacement of the iPhone in
order to gain the profit in the marketplace (Elaborative Marketing Mix of Apple Inc. – With Deep
Dive in 4 Ps ,2022). The company should deliver the unique services to the buyers along with the
phone colour option. Moreover, the company should determine the current trend of the market in
order to satisfy the potential customers of the organisation. For increasing the awareness among
the people the organization can target the old age people as they invest most of the time in

collecting the information with the assistance of the newspaper or the news channel and
advertisement.
The organization is charging high prices for the services in context to that the organization
should deliver some complimentary services that improves the brand value in the domestic as
well as international marketplace. The company should acquire the opportunity of expending the
business through opining of the manufacturing unit in the various countries where the demand
for the iPhone is quite high for example India (Kingsnorth, 2019.)
In order to bring innovation and creativity within the organization the human resources
department should hire the educated, skilled and knowledgeable person for the welfare of the
company. Along with that they will deliver the assistance in the process of the decision-making,
so they company is able to meet the needs and wants of the consumer (Apple’s Marketing Mix,
2018.). In the modern era as the people are shifting toward the advance technology and internet
the company should invest the capital in the improving the services by offering internet payment
and feedback services.
Moreover, the organisation should provide training and development programme for the
employees which help the organisation in improving the services and the engagement of the
employees within the organisation (Apple Marketing Mix, 2022.). With the training and
development programme the organisation is able to enhance the interest of the individual person
in effective as well as efficient manner. Furthermore, the organization is having the opportunity
to deliver the loyalty programme in order to attract large numbers of the customers from
different market .
Apart from that the organization should explore the internet in context to receive the feedbacks
from the consumer that allow the organization to improve the product and services as per the
requirement of the buyers. With the customer it is also important to satisfy the workers of the
company that contributed in the productivity. If the employees are satisfied with the services
then the individual person keep themselves engaged in production of the company that improve
the quality of the product and services of the company (Kotler and et.al 2021).
4. Digital marketing strategy
In the modern era it is important it is important to utilize the digital marketing platform as the
large numbers of the people are engaged in the digitalization. The digital marketing is the
important or the essential element that attract large numbers of the customers from different

market segment. Through the digital marketing strategies the company is able to increase the
awareness and value of the company in effective as well as efficient manner (Morgan and et.al
2019). In order to achive the height of success te company can go fro mobile manrking as well
as e-marketing. Throght the mobile marketing the organisation is able to deliver the information
or important update to the consumer through the SMS, MMS, social media etc. all this
digitalization platform the company can use for the long period in effective as well as efficient
manner. Another one the company should acquire the internet marketing strategy in effective
way that increase the value of the company (The Marketing Strategy for iPhone, 2019.). Along
with that the company is able to attract the large numbers of the customers from the market that
will boost the sales of the company.
Strategies the company can improve or implement for the further growth as mentioned as
follows:
content marketing: with rather assistance of the content marketing the company can increase its
brand value in the appropriate style. In the content marketing the google allow the organization
to put the content on the google websites. In the current trend the individual person use the
google as the search engine in order to collect the information (Dolata, 2017) . In order to that
the customers or the buyers easily collect all he information from the google directly. Along with
that it is important to deliver the relevant information to the consumer so it will develop the
interest of the people in the product and services of the company.
Digital platforms: the digital platforms are the most appropriate platform that increase the
value of the company in the marketplace (iPhone Marketing Strategy & Marketing Mix (4Ps),
2022). Along with the through the digital platform the company is abler to determine the taste
and preferences of the consumer in effective as well as efficient manner (Varadarajan, 2020).
Furthermore, that allow the organisation to meet the needs and wants of the consumer. Along
with that the company is able to address the problems and issues of the consumer in effective
manner. With the assistance of the digital platform the company can target the right customers
and the right market in order to deliver the right product to the people. With the digital platform
the organization is able to keep the potential customer up to date with the new feature and
advancement of the service of the company. The digital platforms like Facebook, Instagram,
snapchat, google, chrome etc. the organization is able to create the impression on the people (7
Key Strategies That You Must Learn from Apple’s Marketing, 2022). The information which is

delivered on the digital platform the company can considered at the time of purchasing and
making decision of buying the right product from the marketplace. Apart from that the company
can develop the good relationship with the customers as well as supplier that increase the
transparency of the company in the market. Moreover, the company is able to connected with the
customers for the long period and encourage them to buy the new gadgets of the Apple co.
(Widyatama and et.al 2020).
CONCLUSION
From the above report it will be concluded that with the assistance of the marketing mix the
organisation is able to acquire the higher profit and increase the production of the company in
appropriate manner. Through the perfect marketing mix the company is able to create an identity
in domestic as well as international marketplace. The present report highlight the
recommendation which the company can involve in the process of decision, making for
increasing the scale of the growth in the marketplace (Tien, 2019). With the help of the
competitive advantages the organisation is able to survive and increase the sales of the company
in proper manner. In order to improve the productivity and services of the company the
organisation can adopt various plans of action. Apart from that the company has the opportunity
to obtain the values with the different marketing strategies as per the suitability of the market.

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