Comparison of Marketing Mix between Apple Inc. and Samsung

This research report explains the comparison of marketing mix elements between Apple and Samsung and evaluates its significance. It also exhibits detailed information about the marketing plan for Apple, including company overview, STP process, elements of marketing mix, budget plan, control, and evaluation.

Marketing Essential

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1 ...........................................................................................................................................1
Covered in PPT.......................................................................................................................1
TASK 2............................................................................................................................................1
P3 Distinguish of marketing mix between Apple Inc. and Samsung.....................................1
TASK 3............................................................................................................................................4
P4 Evaluation of Marketing plan for Apple...........................................................................4
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9
.........................................................................................................................................................9

INTRODUCTION
Marketing define as a process of stimulating huge range of consumers and other parties
into company's products and services. In this process there are number of activities perform by
marketing team such as researching, promoting, selling and distributing of products and services.
It is also a mechanism to determining, forecasting and fulfilling various requirements of
customers effectively and efficiently (Definition of Marketing Mix, 2020).
Apple Inc. is a popular and leading multinational technology organization situated in
California, USA. Apple produce, innovate and sell diversified consumer electronics, computer
software and deals in online services. Company offers both hardware and software products such
as Iphone smartphone, iPad tablet, Mac PC, Apple watches, Apple TV, macOS, iOS, iPadOS,
watch OS and many other variants. Firm serves its products and services all over the world and
has more that 500 stores in different locations across boarders.
This research report explains comparison of marketing mix elements between Apple and
Samsung and evaluate its significance. Further, it exhibits the detail information of Marketing
plan regarding launching new product which includes company overview, STP process, elements
of marketing mix, budget plan, control and evaluation.
TASK 1
Covered in PPT
TASK 2
P3 Distinguish of marketing mix between Apple Inc. and Samsung.
Marketing Mix refers to combination of different elements which is an essential part of
total marketing plan. It contains seven components (7 'P's) namely product, price, place,
promotion, process, people and physical evidence. This is a marketing tool which helps in
building product brand image and sell out the same in market so that organization can achieve its
mission goals effectively and efficiently (Babin and Zikmund, 2015)
ELEMENTS APPLE INC. SAMSUNG
Product Apple is one of the leading
company deals in high quality of
electronic products with updated
Samsung is world's popular brand for
smartphones and TV. Samsung put
lots of efforts in research and
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technology versions. Product
element of Apple offers
diversified product line such as
segment of iPhone smartphones,
iPad tablets, iPod for music,
Apple TV, macbook, Apple
watches and much more.
Company provides durable and
updated versions of their
products in each year. Products
are known for its designs and
logo. All products are available
in different sizes and colours with
innovative features (Baker and
Magnini, 2016).
development in order to serve best
quality products to target audience
and compete with its rivals. Samsung
products are classified in five
categorise such as mobile phone:
SAMSUNG galaxy series, tablets,
phone accessories, Home appliances:
Refrigerators, Washing machines,
Air Conditioners, TV/AV: Samsung
TV and much more.
Price Apple make use of Premium
pricing strategy by charging high
prices for its products with belief
that customers will pay more for
quality and well designed items.
Further, company also apply
price skimming strategy in which
it sets high prices for new
product and later on lower down
the prices when competitors
launch similar products (Chaffey
and Ellis-Chadwick, 2019) .
Samsung make use of two type of
pricing strategy that is Skimming
price and Competitive price. When
company introduce new products
with different feature firm charges
high prices and later on it reduces
rates when other rivals launch
identical products or its existing
products get old by time
(Wettsteinand Suggs, 2016). In
other situations like in case of home
appliances, Samsung adopt
competitive pricing for purpose of
competing with other firms like LG.
Place Place element of Apple integrates Samsung sell out its products
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various sales channels including
apple stores, Online portals
stores, direct sales force in
specific markets with view of
promotions, wholesalers,
collaboration with third party
cellular network “Airtel” . This
element enables firm to provide
right quantity of products on right
time at right place.
directly through retailers and service
dealers. In digital era, company
make use different online portals
such as amazon, flip-kart or through
its own website (Choiand et. al.,
2015).
Promotion Promotional element of Apple
includes organizing annual events
in which company invites press,
developers and conduct live
advertisement through social
media, you-tube channel etc. and
various other promotional tools
like advertise through specialized
magazines, billboards.
Samsung promotes its products
through traditional and modern
promotional activities. Samsung
advertise its products via multimedia
channel like TV, newspaper, digital
media. Samsung use celebrity faces
as brand ambassadors to promote
and stimulate huge customer base.
People People element is a crux for
Apple as they play vital role in
designing, promoting apple
products. Apple has skilled
workforce who are well trained
with unique techniques so that
they cultivate best interpersonal
skills and show respect to their
valuable customers and clients.
Apple experts provide one-stop
service to support and solve
Samsung provides technical training
and development to its employees so
that there can be effective
improvements in existing products.
Company has fine sales team with
efficient marketing efforts.
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queries of customers
(Christopher, 2016).
Process Apple known for simplicity of its
products and make use of
updated technology in
manufacturing process. Apple
make effective distribution
network in order to ensure that its
products are available in each
stores and also provide online
delivery services to serve larger
customer base.
Samsung also use updated
technology in its manufacturing
process of products. Samsung has
strong supply chain network which
ensures products are available in
each retail stores. Firm also make
use internet platform to sell out its
products worldwide (Du Plessis,
2015).
Physical Evidence Apple produce its products in
different shapes , colour
packaging that will be easily
recognizable by customers.
Apple online stores are very user
friendly that permits consumers
to easily search and view its
products with high definition
image quality from different
angles.
Samsung manufacture and serves
different variants of smartphones,
tablets and home appliances in
various sizes, colours, quality. Also
make use of online websites stores so
that customers enable to get all
information at one click.
From above differentiation it is quite understandable that every organization use distinct
marketing mix strategy in order to attain its vision and mission objectives. Each business
enterprise tries to sustain its competitive edge and serve better from its competitor it can be done
through making separate component strategies including product, price, place and promotion
(Fischinger and et. al., 2015).
MARKETING PROCESS
 Analysing: this phase related to determining the current trends of market, analysing the
customer needs and preferences, assessment of existing technology trends etc. in order to
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design and develop new products to attain and sustain large market share. In case of
Apple, marketing team require to assess needs and requirements of current and new
customers as well as its competitors pricing strategy so that it become easy for them to
formulate strategy.
 Planning: after analysing situation and external environment, next step is to plan about
marketing strategy and marketing mix decision. At this stage, Marketing team of Apple
will develop a strategic plan in order to chase identified opportunities. There are various
alternatives are available in market through analysis analyst will select most favourable
option for company and establish a plan for same. Also, marketer require to develop
effective marketing mix strategy related to product development, pricing, promotion and
distribution.
 Implementing: In this stage, all planned strategies and tactics are finally implemented by
firms. It is a conversion of written strategy into action. At this phase, Apple plc present
and launch its product through marketing process in order to achieve its new and smart
objectives.
 Control: lastly, after implementation it is necessary for Apple to monitor the results of
marketing efforts so that company can adjust or modify its product according to market
demand and changes.
TASK 3
P4 Evaluation of Marketing plan for Apple.
Marketing plan refers to final blueprint or overall written business plan which directs the
firm how to promote and sell out company's new and existing products in particular target
market (Scott, 2015). Marketing plan involves various elements such as situational analysis,
marketing mix strategies, budget planning, evaluation and control. It is a game plan which
provides detailed information about promotional campaigns to be done over period of time and
explains how company will examine affect of these marketing efforts (Gonzalez-Zapatero, and
et. al., 2016).
Company Overview
Apple Inc. is world's most popular and leading electronics manufacturing company
which serves wide range of product portfolio including hardware and software products. Firm
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produces diversified products in different categorise like series of iPhones, Macbook tablets,
Apple watches, Laptops, Personal Computers, Airpods and more. Apple is counted in one of big
four corporations with amazon, google, Facebook. Company is planning for tapping new market
by introducing innovative range of hair dryers in order to serve household consumers and
professional salons.
Vision: Apple vision statement is to produce great quality products and consistent emphasize on
innovation.
Mission: To provide excellent user experience to people by advanced hardware, software
products and services.
SMART Objectives:
 To enter in new market and enhance customer base by 10%
 To increase profit margins by 25%
 To increase sales volume of company by 10%
PRODUCT SPECIFICATION
Apple plc is planning to launch brand new range of hair dryers under the name of
“Airdryers”. The innovation which company is bringing through this product is warning and
wireless system. In such, warning system concern about level of heat temperature like (above
150 degree ) at which customer needs to stop as this will prevent hair damaging and loss. Also
company is presenting wireless hair dryers to make it more manageable and easy for customers.
STP Process
 Segmentation: Apple divides its target market on basis of geographic, demographic and
behavioural segmentation.
 Targeting: After segmentation, company targets both male and female household
consumers also professional salons. Geographically company will target entire areas of
UK and other countries. Demographically, it will target customers under age of 18+ .
 Positioning: Apple wants to be positioned as a luxury brand by creating emotional and
loyal connection with its consumers (Layton, 2015).
Marketing Budget
Marketing budget of Apple (Amount in $
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Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial capital 8000 9000 9500 10000 11000
Investment 12000 13000 13500 14000 15000
Total 20000 22000 23000 24000 26000
Marketing outlay
Promotion 5000 5500 6000 6500 7000
Sales publicity 6000 7000 7500 8000 8500
Total 11000 12500 13500 14500 15500
The above budget plan shows that Apple require minimum investment of $20000 in order to
launch new product effectively.
Marketing Mix Plan Product: Apple is already dealing in variety of product line. The new product is
launching by firm is “Apple Airdryers” after analysing the need of consumers and for
purpose of brand extension. This product marketed and sell out to new customer base of
professionals hair dresser and customers (Macarthy, 2018). Price: Apple use premium pricing strategy in order to introduce new product in market.
Company is well established brand and known for its quality. Company tag high prices
with assumption that people going to pay for its brand image. Place: Apple uses effective distribution and supply chain networks in order to keep
accessible of new products to every customers. Company also make use of online
platforms so that people can easily search that product at one click.
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 Promotion: Apple organizes press conference with purpose of communicating and
launching that product in market. Moreover it make use of advertisements through
newspapers, television broadcast so that large number of people get to know about
product also conduct of social media marketing programs (Mogos,2015).
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Evaluation and Control
After making and implementing the marketing plan, company organizes regular survey in
order to seek out performance of product. In this section, firm compares whether plan achieve its
objective or not. Company will evaluate its product performance on basis of sales analysis and
market share analysis in order to measure whether its smart objectives are achieved or not. On
basis of sales analysis, Apple will measure and recognise its revenue generated from 'Airdryers'
and also assess profits at the amount to which firm is expecting when launching its product into
market. Through, market analysis firm will gather informations regarding condition that affects
its marketplace. It actual performance do not match with standards then company bring out
different strategy to overcome those deviations. Company look after those factors which creating
hurdles in achievement of objectives and must be controlled by firm. Firm focuses on after sales
services to its customers which enables them to identify any issues or problem facing by
consumers and that can be rectify on time (Pike,., 2015).
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CONCLUSION
From above discussion, it can be summarise that Marketing function is an essential part
of management within business enterprise. It helps in analysing the different requirements of
customers and market on basis of which company is able to manufacture its products. Marketing
function is helpful in studying competitors moves and strategy with comparison of marketing
mix elements. This functions enables firm to strategize its effective marketing plan for purpose
of attaining objectives of organization. Further this function helps in promoting company's
product to reach out large number of targeted audience. Moreover, it helps in generating
effective tag lines and attractive packaging of products.
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REFERENCES
Books and Journals
Babin, B.J. and Zikmund, W.G., 2015. Exploring marketing research. Cengage Learning.
Baker, M.A. and Magnini, V.P., 2016. The evolution of services marketing, hospitality
marketing and building the constituency model for hospitality marketing. International
Journal of Contemporary Hospitality Management.
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
Choi, H. and et. al., 2015. The role of fashion brand authenticity in product management: A
holistic marketing approach. Journal of Product Innovation Management. 32(2).
pp.233-242.
Christopher, M., 2016. Marketing: an introductory text. Macmillan International Higher
Education.
Du Plessis, C., 2015, July. An exploratory analysis of essential elements of content marketing. In
Proceedings of the Second European Conference on Social Media (pp. 122-129).
Fischinger, I. and et. al., 2015. Pupil centroid shift: Marketing tool or essential clinical
parameter?. Der Ophthalmologe: Zeitschrift der Deutschen Ophthalmologischen
Gesellschaft. 112(8). pp.661-664.
Gonzalez-Zapatero, C., and et. al., 2016. Antecedents of functional integration during new
product development: The purchasing–marketing link. Industrial marketing
management. 52. pp.47-59.
Layton, R., 2015. Marketing, marketing systems, and the framing of marketing history. Journal
of Historical Research in Marketing.
Macarthy, A., 2018. 500 Social Media Marketing Tips: Essential Advice, Hints and Strategy for
Business Facebook, Twitter, Pinterest, Google+, YouTube, Instagram, LinkedIn, and
More!. CreateSpace Independent Publishing Platform.
Mogos, R.I., 2015. CUSTOMIZED OFFER-AN ESSENTIAL ELEMENT IN DELIVERING
GREEN MARKETING. Calitatea. 16(S1). p.274.
Pike, S., 2015. Destination marketing: essentials. Routledge.
Scott, D.M., 2015. The new rules of marketing and PR: How to use social media, online video,
mobile applications, blogs, news releases, and viral marketing to reach buyers directly.
John Wiley & Sons.
Wettstein, D. and Suggs, L.S., 2016. Is it social marketing? The benchmarks meet the social
marketing indicator. Journal of Social Marketing.
Online
Definition of Marketing Mix. 2020. [Online] Available through
<https://marketingmix.co.uk/definition-marketing-mix/>./
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