Marketing Essentials

This presentation covers the importance of marketing plan, situational analysis, segmentation, targeting, and positioning for new product development. It discusses the economic, social, technological, and legal factors that impact new product development. The presentation also includes a SWOT analysis and the 4P's of marketing mix for the iPhone SE 2. Subject: Marketing Essentials

MARKETING ESSENTIALS

TABLE OF CONTENT
INTRODUCTION
MARKETING PLAN
CONCLUSION
REFERENCES

INTRODUCTION
 Marketing plan is the systematic and disciplined activity to
formulate strategies of marketing.
 This presentation is based on Apple Inc.
 This presentation cover marketing plan and evaluation for new
product development of organization.

CONTD....
 Economic Factor:
 It involves inflation rat, interest rate, exchange rate etc. which
are directly influenced on new product development of Apple.
 Social Factor:
 It involves living of standards, income level, taste and
preferences, demand etc. The living of standards in UK is
very much superior.

MARKETING PLAN
 Importance of Marketing Plan:
 It is important to avoid future uncertainties, help in
management by objectives, coordination.
 It is essential to communication between the departments as
well as getting full satisfaction of consumers.
 It covers executive summary, situational analysis, marketing
mix, SWOT analysis and so on.

CONTD....
 EXECUTIVE SUMMARY:
 In this plan, Apple introduce and develop new product that is
iPhone SE 2.
 Therefore, marketing manager need to prepare marketing plan
which covers marketing objectives, segmentation, targeting
and positioning.

CONTD....
 MARKETING OBJECTIVES:
 To develop new product for increasing sales.
 To enhance market share and growth of business.

CONTD....
 SITUATIONAL ANALYSIS (PESTLE ANALYSIS):
 Marketing manager use PESTLE analysis as situational
analysis for developing new product (iPhone SE 2) in the
market.
 Political Factor:
 Apple is highly dependent on lower cost manufacturing in
China. Company impact on different political factor such as
corporate taxation, income inequality, terrorist risk etc.

CONTD....
 SITUATIONAL ANALYSIS (PESTLE ANALYSIS):
 Marketing manager use PESTLE analysis as situational
analysis for developing new product (iPhone SE 2) in the
market.
 Political Factor:
 Apple is highly dependent on lower cost manufacturing in
China. Company impact on different political factor such as
corporate taxation, income inequality, terrorist risk etc.

CONTD....
 Economic Factor:
 It involves inflation rat, interest rate, exchange rate etc. which
are directly influenced on new product development of Apple.
 Social Factor:
 It involves living of standards, income level, taste and
preferences, demand etc. The living of standards in UK is
very much superior.

CONTD....
 Technological Factor:
 It involves advancement of technology, social media, internet
etc. People of UK are loved of technology.
 The nation has been improved with technology as soon as
technology was improved worldwide.
 Environmental Factor:
 It includes environmental regulations, reduce carbon footprint,
waste reduction, climate changes etc.

CONTD....
 Economic Factor:
 It involves inflation rat, interest rate, exchange rate etc. which
are directly influenced on new product development of Apple.
 Social Factor:
 It involves living of standards, income level, taste and
preferences, demand etc. The living of standards in UK is
very much superior.

CONTD....
 Legal Factor:
 It involves various regulations such as anti-trust law, health
and safety laws, but copy right, patent laws threats for the
Apple.

CONTD....
 SEGMENTATION, TARGETING AND POSITIONING of
iPhone SE 2:
 Segmentation:
 Market segmentation is the procedure of dividing wider
consumers generally consisting of existing and possible
consumers, into sub-group of segments which is based on
shared characteristic.

CONTD....
Targeting:
Targeting in which target consumer segment that company want to
go after for increasing the profits of business. Company select
segment such as 22-55 age group, medium to high income level,
young, modern lifestyle.
Positioning:
The brand positioning is marketing efforts and can be done through
advertising and promotion. This help to develop new product
(iPhone SE 2) by Apple.

CONTD....
 SWOT ANALYSIS of iPhone SE 2:
 Strength:
 Apple has strong brand image and market leadership for range
of goods and services are strength of business. This help to
develop new product (iPhone SE 2) in the market.
 Weakness:
 Apple face high level of competition and over dependence on
sales of iPhone which are weakness of business.

CONTD....
 Opportunity:
 Company will create chance to invest in research and
development, product diversification and increasing
compatibility of goods.
 Threats:
 There are many competitors of Apple such as Samsung,
Microsoft etc. that are high pressures of business.

CONTD....
• 4P'S OF MARKETING MIX of iPhone SE 2:
• Product:
• Apple is known for innovation in the world. Company has range of
products such as Mac, Iphone, Ipod, Apple watch, TV, software and services
• Price:
• Apple use premium pricing strategy and have premium goods, so that
they do not target all segments of society. Company always know for their
innovation in the products..

CONTD....
• Place:
• There are many places involving in distribution strategies of
Apple such as store locations, online stores, authorized sellers
and telecom companies.
• Promotion:
• Company target specific segment of people.

CONTD....
Marketing Expenditure Amount (£)
Marketing Survey £100000
Marketing Research £300000
Online Advertising £120000
Sales Training £300000
Trade Shows £400000
Digital Marketing £120000

CONTD....
• Evaluation of Marketing plan:
• Marketing plan sets out essential objectives and strategies
for promoting business and products. Marketing plans serves
sales strategy of company.
• Return on Investment:
• It is way to evaluate marketing plan which is main
concerned about marketing and its expenses of business.

CONTD....
• Consumers Response:
• It is necessary to interact consumers for know about their
experience and response towards products and services of
Apple.
• Clear Strategies:
• It is necessary to establish marketing plan clearly and
appropriately.

CONCLUSION
• This presentation has summarized that marketing plan is very
essential for new product development.
• This help to achieve the goals and objectives of firm.

REFERENCES
• Pike, S., 2015. Destination marketing: essentials. Routledge.
• Malhotra, N.K., 2015. Essentials of marketing research: A
hands-on orientation. Essex: Pearson.
• Hair Jr, J.F., Wolfinbarger, M., Money, A.H., Samouel, P. and
Page, M.J., 2015. Essentials of business research methods.
Routledge.

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