Brand Positioning of Apple iPhone - Marketing Management

Running Head: MARKETING MANAGEMENT
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Marketing
management
Student Details:

MARKETING MANAGEMENT 1
Contents
Introduction......................................................................................................................................2
Brand Positioning of Apple iPhone.................................................................................................2
About the company and challengers................................................................................................2
Steps taken by Apple brand positioning..........................................................................................3
Apple Inc. Pricing strategies............................................................................................................3
Apple Inc. Marketing plan...............................................................................................................3
Conclusion.......................................................................................................................................3

MARKETING MANAGEMENT 2
Introduction
The following report is based on Brand positioning; it is a way to promoting the product among
the targeted group of customers. It is a way of attracting people towards the product to increase
the aggregate sales. Herein, the concept of brand positioning is explained by taking the example
of product i.e. mobile phones. Phones are one of the most popular electronic personal digital
devices. It is utility product required by everyone these days. The product category chosen here
is mobile phones and all the concepts will be explained by taking example of Apple Inc. The
report highlights method of brand positioning used by Apple Inc. Herein, information about
market leaders is disclosed and how the challengers have influenced the aggregate sales of Apple
iPhone. The report also states the steps, which are taken by Apple Inc. for proper brand
positioning. Additionally, it enunciates the pricing strategies used by Apple to draw more
customers. It is explained within the report that a strong marketing plan is essential for marketing
plan.
Brand Positioning of Apple iPhone
Brand positioning can be well defined as a movement or strategy of creating a brand offer in a
way that it covers distinctive place and gets valued in among the targeted audience. For instance-
Apple is brand, which does not needs an introduction; the company offers products to the people
who have a strong economic status. Nowadays, scenario has changes people who belonging from
higher middle class prefer Apple devices. Keeping this in mind company has started planned
things in different way. Apple is at present world’s leading company in terms of generating
revenue, surpassing the opponent i.e. Microsoft in the year 2010 (Glenn, 2019).
The brand positioning strategy of Apple for iPhone is bit complex, as there are large numbers of
rivals in the phone industry. Therefore, the company focuses on retaining the old customers and
attracting new customers by sharing the feedback drawn from old customers. Apart from this, the
company uses active advertising initiatives to remain in the sight of the targeted audience (Apple
Inc. , 2015) .