Aggressive Marketing Strategy: iPhone 7

The Apple brand has adopted an aggressive marketing strategy, utilizing newspaper ads and other media platforms to raise awareness about their new phone, iPhone 7. This approach allows the company to effectively position its product in the market, creating a distinct value proposition that sets it apart from competitors. Additionally, the company's focus on cost leadership and minimizing operating costs has contributed to its competitive advantage.

RUNNING HEAD: MARKETING COMMUNICATION
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Marketing Communication
Apple Iphone 7 and 7s
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Apple Iphone 7 and 7S 2
Contents
Company Background and Product Description.............................................................................2
Company Profile..........................................................................................................................2
Product Description......................................................................................................................2
Target Market..................................................................................................................................2
Positioning Strategy.........................................................................................................................3
Communication Goal.......................................................................................................................5
Message Strategy and Executional Tactics......................................................................................6
Promotional Mix and Media Strategy..............................................................................................7
Conclusion.......................................................................................................................................8
References......................................................................................................................................10

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Company Background and Product Description
Company Profile
Apple Inc. Is a global organization developing and selling consumer electronics and software
products. The company head office lies in Cupertino, California, USA. Apple Inc is founded by
Steve Jobs, Steve Wozniak, and Ronald Wayne in April 1976. The hardware products made by
the company are Iphone, Mac Personal Computers, Ipad and Apple Smart watches. The product
is working on the MacOS and IOS operating system. The company gained recognition in the
market after the launch of premier Apple Series. The company is the largest IT Company by the
revenue and the largest mobile company after Samsung. The total employee strength of Apple is
around 116,000 as on October 2016 and maintains 498 retail store across 22 countries. The brand
enjoys competitive position due to a high level of brand loyalty (Apple Inc. 2017).
Product Description
The Iphone 7 and Iphone 7 Plus are manufactured, designed, developed, and marketed by Apple
Inc. The company announced the launch of Smartphone on September 7, 2016, at the Bill
Graham Civic Auditorium in San Francisco. The phone was launched by CEO Tim Cook. The
releasing date was September 16, 2016. The company sporadically launched the phone globally
throughout September and October 2016. The devise is comparable to the Iphone 6S, Although
there are innovative provision in the Smartphone that are: new-fangled colour alternative, a new
capacitive, stationary home button, and no 3.5 mm headphone jack with a water and dust
resistance technology. The internal hardware is upgraded into a heterogeneous quad-core system-

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on-chip. This has improved graphics performance of the new phone. Moreover, company has
upgraded the rear-facing camera to 12 megapixels (Apple, 2017).
Target Market
Demographics
Iphone 7 and 7S targets people aged from 18-35, which mostly includes the youth population.
The product is largely popular among students and young working professionals (Kim and KO,
2012).
Psychographics
An Iphone consumer uses the features as trendy look, consumer responsive technology, sensitive
touch, innumerable applications, multimedia, etc. The foremost motivating power towards
buying an Iphone is the brand name itself. It creates a sense of pride in an individual. Such a
person is typically image conscious which means, he is very much aware of his position or image
in society, among friends and peer group. The Iphone users are stylish, tech-savvy, attention
seeker and are habitually an outgoing person (Magusara, 2017.)
Lifestyle
The Iphone users depict most common traits which include an urge to spend lavishly and to
choose branded products only. The consumers are most likely to socialize and indulge in
sociable actions. People do get influenced by the social circle and are ready to make an
investment in technology up-gradation. People using an Iphone desperately wait for the launch of
the next phone in the series. It is due to the influencing behavior of people in the surrounding. It
is mostly affected by the behavior of the people in the surroundings (Graham, 2008).
Influencers
Influencers do affect the decision making in the case of Iphone users. People do get affected by
the friend circle and peer group. People using Iphone derive the first hand information from
friends or family members that influence the buying behavior. Dealers do not play a significant
role in influencing the buyer. They are largely affected by the peer group and circle.

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Positioning Strategy
The core competency of Iphone 7 remains bringing an outstanding experience through superb
user interfaces. The distinct feature of Iphone 7 and 7s includes new-fangled colour alternative, a
new capacitive, stationary home button, and no 3.5 mm headphone jack with a water and dust
resistance technology. This makes the product at ease of use and stylish product (Fromm and
Garton, 2013).
Since its launch, Apple is re-vitalizing the brand and to gain today's position. Steve Jobs, Apple's
co-Founder, has described Apple as the largest mobile company in the world. The company
renamed itself to Apple Inc. It is this was a significant move, signifying Apple's move beyond
being more than a computer company (Dou, Lim, Su, Zhou and Cui, 2010). The product is
based on a market differentiation strategy, and has positioned itself as an adaptable, suitable,
value-added gadget for individual and specialized use (Lovelock and Patterson, 2015). The
marketing strategy of Iphone 7 and 7s depend on the convenience of having one device for all
purposes. The brand is using marketing advantage through promotional strategies (De Mooij,
2013).
Apart from its individual position in the local and international market the brand has gained a
competitive market position against Samsung. People are more likely to inclined towards Apple
Iphone due to multiple factors like brand position, effectiveness and price. People are ready to
pay more for the phone that is available at an excess price (Kingsnorth, 2016).

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Above mentioned table presents the difference in between the Iphone 7 and Samsung 8
While positioning the brand in the market it is evident to manage the position in an effective
way. The company is the largest IT Company by the revenue and the largest mobile company
after Samsung. In this way the product is at a competitive position against the other premier
brands in the market. With a definite market positioning strategy and serving in a market as a
premier brand, Iphone 7 and 7s has been able to gain a competitive market position. It is due to
the market capabilities and sustainable objectives. The premier priced brand has an ability to
develop itself in a significant way by indulging in a better market functions. It is able to manage
the concrete marketing objectives by deliberately helping the organizational goals (Berthon et al
2012).
Communication Goal
The brand is known for its aggressive market communication strategy. It is able to create
competitive advantage in the market in order to gain sustainable goals. The brand is working
ahead of the technology by putting a lot of emphasis on the Research and Development.
However they are giving more priority to the Marketing and Communication strategies. There
primary Focus is on creating brand loyalty and significance customer satisfaction. (Doole and

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Lowe, 2008; Blakeman, 2014). Culture at Apple is considered to be effective in nature to
strengthen the business Apple is developing small teams to integrate the work by keeping a
close attention on each and every individual in the team. They are using simple technology to
gain individual attention. They are using different promotional tools to integrate customer
interest. The focus of the ICT is to integrate brand loyalty and faith on a long run.
Message Strategy and Executional Tactics
The latest feature of the brand with an effective market strategy has helped in managing the
brand name in the market. It is effectively using the message strategy to gain competency in the
market. They are however able to manage the ICT through its effective marketing program based
on communicating efficiently. In this way they are able to manage the critical jobs to the extent
of gaining organizational objective. The Apple launch is one of the anticipated activities seen in
the current technology market context. The brand launch and strategies are a lot of hype created
by the brand from one month prior to the launch (Mohr, Sengupta and Slater, 2009). The
Software updates and App Store updates permit Apple to understand the product information,
and helps utilizing the significance of fixing bugs. Icloud is used as a tool for consumers to
shorten use of numerous apple products and to give Apple a plan of faithful customers. Trade
shows- This is a way through which Apple thrive in its earliest days to attract customers through
an effective brand strategy (Kohler, 2007).
The brand has a strategy to ensure its worth in the market through Simple, Sleek, Elegant,
Innovative, techniques. The high priced products provide figure of excellence and robustness.
The after service provided by the brand continues to work with customers subsequent to acquire
consumers. Apple retail stores are situated in malls and high end shopping centres.
Promotional Mix and Media Strategy
One of the important features of the brand is the quality and the renowned IOS operating system.
Iphone 7 has all the effective features that distinguish it from the brand. Apple is able to
spellbind its customers through a well-define market strategy. The hardware is compatible and
run smoothly using the IOS software. Thus high quality speed tends to be the reason behind the

Apple Iphone 7 and 7S 8
success of the brand. Apple freely communicates the idea and establishes relationship directly
with the customers that help in consistent growth (Armstrong et al 2014).
Price
Iphone has a skimming price without any market comparison. The product is expensive and
doesn’t attract any discount by. However there are certain sales promotion and exchange offer
otherwise there is no standard price is maintained across the market. The effective ICT used by
the company is able to seek competitive advantage. The Apple launch is one of the projected
activities seen in the current technology market context. The brand launch and strategies are a lot
of hype created by the brand from one month prior to the launch.
Place
The product is available across the world and is known to provide an excellent service backup in
all these countries. They are targeting the premium customers. The brand is available in the high
end localities (Baaghil, 2013).
Promotion
The company focus on an effective promotional strategy with a complete focus on effective
promotion methods. They are launching the products through a distinguished marketing strategy
where they are using commercial means to seek customer attention. The interesting thing about
the brand is the aggressive marketing strategy through newspaper ads etc. This is how people are
gaining awareness regarding the brand and coming up with the most attractive taglines for the
new phone.
Media strategy
They follow an aggressive media strategy and put the market on alert before its launch. The
brand is launched with an effective brand policy and positioning strategy. It is through an
effective media launch and pre and post launch strategy that is followed in order to create distinct
result. It is obvious in buyer knowledge at each contact point which includes products, shopping
in Apple stores, and online. The Consumer Experience can be evaluated which depend upon
Products simple to use, particularly on starting up through definite procedure.

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Conclusion
To conclude, Apple is efficiently using the promotional mix strategy to create a value brand. The
valuable market standing is created through a valuable market position. The company has gained
a competitive advantage by cost leadership and through minimizing the operating cost and
lowering the distribution cost. Iphone 7 is recognized in the market for its exceptional pricing
model.
References
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September 2017
Apple Inc. 2017. Apple Computer, Inc. - Company Profile, Information, Business Description,
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September 2017
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Australia.
Baaghil, S.A., 2013. The Power of Belonging: A Marketing Strategy for Branding. iUniverse.

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Berthon, P.R., Pitt, L.F., Plangger, K. and Shapiro, D., 2012. Marketing meets Web 2.0, social
media, and creative consumers: Implications for international marketing strategy. Business
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Doole, I. and Lowe, R., 2008. International marketing strategy: analysis, development and
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Dou, W., Lim, K.H., Su, C., Zhou, N. and Cui, N., 2010. Brand positioning strategy using search
engine marketing. Mis Quarterly, pp.261-279.
Fromm, J. and Garton, C., 2013. Marketing to millennials: Reach the largest and most influential
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Kohler,A. 2007. June 2007: month that changed the world. Online. Available at:
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