Apple iPhone 7 Plus Marketing Analysis

This assignment delves into a comprehensive analysis of the marketing strategy employed by Apple for their iPhone 7 Plus model. It examines the phone's key features, target market, promotional strategies, and competitive advantages within the smartphone industry. The analysis also includes recommendations for potential product improvements to further enhance the iPhone 7 Plus's market appeal.

Running head: MARKETING PRINCIPLE OF APPLE IPHONE7 PLUS
MARKETING PRINCIPLE OF APPLE IPHONE7 PLUS
Name of the Student
Name of the University
Author Note

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MARKETING PRINCIPLE OF APPLE IPHONE7 PLUS
Executive Summary
The report sheds light on the marketing principle of Apple iPhone7 Plus and impact of their
marketing strategies and implementations. The report is emphasizing over iPhones to enlighten
of the procedure of accomplishment for the stockholders and reason behind Apple unparallel
market reputation. The new iPhone7 plus has implemented with lots of new features and
facilities thus the phone has much enthusiasm among the Apple user. There are certain specific
strategies that Apple has implemented for enhancement of their product. In this report, all the
marketing policies and the comparison with the other companies have been discussed to state the
market placement of the well-known company Apple.

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MARKETING PRINCIPLE OF APPLE IPHONE7 PLUS
Table of Contents
1. Introduction......................................................................................................................3
2. Industry Overview...........................................................................................................3
3. Company and Product Overview.....................................................................................4
4. Competitor comparison table...........................................................................................4
5. Target Market..................................................................................................................6
5.1 Product promotion......................................................................................................6
5.2 Segmented variables..................................................................................................7
5.3 Targeting strategies....................................................................................................7
6. Perceptual Maps and Positioning.....................................................................................8
6.1 Map denoting the Price and Quality..........................................................................8
6.2 Map denoting Features and Benefits..........................................................................9
6.3 Positing Statement....................................................................................................10
7. Conclusion and Recommendation.................................................................................10
7.1 Competitive Advantage............................................................................................11
7.2 Recommended change in Product............................................................................11
References..........................................................................................................................12

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MARKETING PRINCIPLE OF APPLE IPHONE7 PLUS
1. Introduction
The wide range of goods and services in a business process reflects the diverse
assortment of penchant, experience, and attitudes of customers. Most of the cases there are
limited products those can appeal to all the customers, irrespective of the period, earnings,
gender and edifying background. In case of analyzing the mass market, it is quite clear that
people have ample amount of money to spend has used the mobile like iPhone7 plus. This is one
of the latest brands that produced by Apple. This stock value incorporates all of Apple's
commerce; however, a huge part of the increase in price can be accredited to the commencement
of the forward-looking iPhones, of which four million have already been sold during mid-
January 2008. This assignment will investigate both the market planning activities and
comparison from other companies (Baines, Fill & Page, 2013).
2. Industry Overview
Technological enhancement and connectivity is the leveling measurement that can
emphasize on the advancement of technology and their market. Smartphone is the most advanced
connectivity that introduces the best mobile market for ever. People love Smartphone for the
diverse facility that smart phone has done for the people that encompasses the best-selling option
for the development of mobile companies. 45% of the China population has projected on
Smartphone and new companies like Vivo, Oppo all these are the new generation mobile phone
that mobile market influenced and gather more earning in this industry. Apple has forever been
recognized as a ground-breaking organization by providing customers the best potential user
practice. The company has built a product ecology integrating their goods into all aspects of
community lives. The Apple variety illustration allows the company to incriminate quality prices
for each of their products. From 2016 their market share has increased by 2.03% in overall
business procedure and that process will sustain in 2018 also as the flow of business is very good
by introducing new innovative products in the market. Smartphone products in international are

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MARKETING PRINCIPLE OF APPLE IPHONE7 PLUS
predictable to sum up to 1.71 billion in 2020. By 2018, more than a third of the world’s
population is expected to own a Smartphone, an anticipated total of roughly 2.53
billion Smartphone users in the planet.
3. Company and Product Overview
Apple believes that civilizing the ecological presentation of production starts from their
products. The watchful environmental administration of their services worked right through their
life cycles includes scheming the extent and types of resources used in their produce, humanizing
their power competence, and conniving for enhanced recyclability. iPhone7 Plus is one of that
item that relates the energy efficiency, material efficiency, has the protection form restricted
substances and response to the climate change as well. The decrease of virgin aluminum employ
and escalating low-carbon aluminum industrialization, the greenhouse gas emissions connected
with the aluminum inclusion of iPhone7 Plus are 55 percent less than those of iPhone6 Plus and
9 percent less than those of iPhone6s Plus. This is the generation of product specialization that
introduced by Apple to sustain a good environment on the earth. The latest model of iPhone7
Plus is prepared of aluminum and other resources highly preferred by recyclers 9 Yang, 2017). In
adding together, plastics used in the display frame are finished with 28 percent bio-based
substance. The good energy efficiency is presented in this kind of phone and that demonstrate the
quality of the iphone7 plus (Ali & Talwar, 2013). In all parts of strategy, Apple is doing their
best to mitigate the restricted substances and introduced the good amount of recycling element
for the future use. The company has put a leadership in restriction from those substances like
lead, cadmium, hexavalent chromium, BFR, PVC, and lead.
4. Competitor comparison table
Features Apple
iPhone7
Plus
Samsung
Galaxy S8
Plus
Xiaomi
Redmi Note 4
Micromax
Canvas
Infinity
HTC U11

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MARKETING PRINCIPLE OF APPLE IPHONE7 PLUS
PRODUCT
Screen and
Resolution
5.5’’ 6.2’’ 5.5’’ 5.7’’ 5.5’’
Operating
System
iOS 10.0.1 Android v 7.0
Nougat
Android
v6.0.1
(Marshmallo
w)
Android
v7.1.2
(Nougat)
Android
7.1.1 Nougat
Storage 32 GB 64 GB 32 GB 32 GB 64 GB
Connectivity GSM/
CDMA/
HSPA / LTE
4G (supports
Indian
bands), 3G,
2G
4G: Available
(supports
Indian bands)
3G: Available,
2G: Available
4G (supports
Indian bands),
3G, 2G
4G (supports
Indian bands),
3G, 2G
GSM/
CDMA/
HSPA / LTE
RAM 3 GB 4 GB 3 GB 3 GB 4GB (U.S.)
4/6GB
(Internationa
l)
Processor A10 Fusion Octa-core (2.3
GHz, Quad
core, M2
Mongoose +
1.7 GHz,
Quad core,
Cortex A53)
Octa core, 2
GHz, Cortex
A53
Quad core, 1.4
GHz, Cortex
A53
Qualcomm
Snapdragon
835
Battery 2900 mAh 3500 mAh 4100 mAh 2900 mAh 3,000mAh
PROMOTIO
N
In case of
promotion,
Apple is not
available in
most of the
rural areas
thus for the
reach the
company
they have to
promote
their
business in
such areas.
Samsung has a
very good
reach and
promotion
level. As the
company has
mobile phones
at low ranges
thus their
reach in rural
areas or
underdevelope
d areas in
quite high.
They have a
good range of
feature this is
the reason
they have
been
compared to
the big
brands. For
the
promotional
purpose, they
have
implemented
Micromax is
the cheapest
from all of
these. They
have a good
amount of
feature and
quality but the
imposed
quality they
offered are not
the ultimate or
best like
others. But
A well-
known
company
with the
class and
antiquates as
they have the
good amount
of verity in
feature and
promotion as
well.

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MARKETING PRINCIPLE OF APPLE IPHONE7 PLUS
Most of the
people are
not aware of
this kind of
phone as the
classy and
business
related
people are
using their
product
however for
the better
understandin
g of the
business
extension
they have to
promote
their
business in
such areas.
People have a
good trust
over the
company and
they wanted to
buy such
phones.
some strategic
changes
which
influence their
business in a
steady form.
they have the
good reach in
business.
PLACE International
business but
in rural areas
business is
not spread
through.
All around the
world with all
the genre of
the people
having it.
Good amount
of place
covered and a
strong
International
side in
business.
Mostly in the
underdevelope
d areas and I
developed
areas too.
International
business
mostly in the
sophisticated
areas.
PRICE Very High High Moderate Low High
5. Target Market
5.1 Product promotion
In case of promotional matter, Apple is doing their best to maintain a good chain with the
fastest growing business market. All the features and the benefits are provided by the company is
impeccable and that also strengthen their quality and strength. In this globalized business market
when all other brands are doing their best to innovate their quality of the phones, Apple also
maintains their rate of progression by applying their old static procedure. Android version of
mobile is now introduced by Nokia but Apple is still based on the same operating system. The
target market of Apple is very different (Dodson, 2016). Earlier the company does not state their

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MARKETING PRINCIPLE OF APPLE IPHONE7 PLUS
policies, prices and other facilities for all sectors of customers; rather they have the separate
panel of customer who is the target market for the company. Generally high executives and
business users are having this product. They have the purchasing ability well. So they may try to
avail that product as the esthetic of global sustainable product culture is associated with the
feature of that product (Edson & Beck, 2013). Apple unadventurously assumes a three-year
period for control employ by first owners. Product use scenarios are based on chronological
client use data for comparable products. Geographic differences in the influence lattice unite
have been accounted for at a provincial echelon.
5.2 Segmented variables
In case of a demographic section, customers' age, income, gender, family size all these ate
related with the business consideration. Customers have a certain different approach and need for
every product. At a certain age, customers' taste will change and that caters the interest of the
company. Earlier men and women both business people like to have it for their business purposes
however now the situation comes when the prices of the phone are getting low and that
determines the more increase in sell and have ore used in the market (Challagalla, Murtha &
Jaworski, 2014). In the psychographic segmentation lifestyle, values and interest are defining
variables that needed to be focused on. In case of Apple, specialized phone selection is the
reason behind the usage of such phone (Moriarty et al. 2014). The lifestyle of people always has
an impact over this and those have already habituated by that kind of quality brand are not
changed the brand anymore.
5.3 Targeting strategies
Apple has turned ordinary applications in a beautiful way. They have innovated modulations so
that their building structure over the making of the phone is quite different from the other
companies. They have justified their pricing, as well as the quality they served, is impeccable

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MARKETING PRINCIPLE OF APPLE IPHONE7 PLUS
High price
Low Price
Low Quality
High Quality
from their perspective so they demand of price is quite justifiable from their end.
Communications and interactions in native languages to their sectional audiences are another
strategy that they have implemented to extend their market (Ang, 2014). Innovations like edge to
edge glass, retina display, LED backlighting all these are an important feature that they have
implemented for their promotional market sustainability. The market differentiate for Apple is
always in the better side as the particular section of customer preferred the brand and other
companies are lacking in that only sector from Apple. The strategic change in accumulating
more experience in their company is another approach that established by them. Apple is the lone
leader in the sale, they are not collaborating with their companies, and the reason behind the
trend is the brand name that they have generated in the market (Chorafas, 2016).
6. Perceptual Maps and Positioning
6.1 Map denoting the Price and Quality

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MARKETING PRINCIPLE OF APPLE IPHONE7 PLUS
Micromax Canvas Infinity
Xiaomi Redmi Note 4
Samsung Galaxy S8 Plus
Apple iPhone7 Plus
High Features
Low Features
Low Benefits
High Benefits
The perceptual map and the posting of the marketplace determine the Positioning of Apple and
it shows that Apple has the best quality in case of the general feature of the special one. All these
features are underlining the aspect of best in technologies market as well as highlighting the best
performance mobile in the world (Strauss, 2016).
6.2 Map denoting Features and Benefits

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MARKETING PRINCIPLE OF APPLE IPHONE7 PLUS
Micromax Canvas Infinity
Xiaomi Redmi Note 4
Samsung Galaxy S8 Plus
Apple iPhone7 Plus
In an aspect of features all those phones are the latest of their edition thus they all have more or
less same features and qualities. Micromax and Redmi having the same quality and their
benefits are quite good also as they are available at the low price and that will help the middle-
class people to peruse their work. On the other hand, Samsung has ample amount of
opportunities with the high and classy benefits (Chernev, 2014). Apple has the same feature but
the price of Apple is very high comparing to Samsung.
6.3 Positing Statement
Symbol is the oldest and most compelling in Western folklore. Apple’s utilize of the logo
is enormously authoritative; their forename and analogous pictographic symbol are identical. The
logo of the company signifies their culture, ethical nature and work progression. All the
organization is going their best to make strengthen their position. In case of technological
equipment their quality in device and the variety of quality they produce will make them strong
enough in the business market. Company positioning is depended on that issue where the proper
promotional purpose mitigate the strengthen nature of the company. An instance like Apple has
efficacy in mobile phone marketing and thus their nature of promotion is bit different from the
other companies. They have implemented the strategic implementation in their marketing and
this enhances their business market rate as well.
7. Conclusion and Recommendation

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MARKETING PRINCIPLE OF APPLE IPHONE7 PLUS
7.1 Competitive Advantage
Competitive advantage is important for any organization to make a sustainable business
condition over the globalized business arena. In Apple iPhone7 Plus, it has better and bigger
battery than iPhone6S plus. The size of the battery is 2887mAh which produce more energy by
running the phone for longer time. Size of the phone and the better resolution of the phone are
the other significant change that Apple has made in their latest version. 12 MP lens dual camera
set up is another feature that provides competitive advantage to the company form the other
models from different companies. For the competitive advantages, most of the companies are
providing low rates mobile phone to their customers so that sale of their product will increase.
On the other hand, Apple has the field value rather will become quite affordable as they are
increasing their market sale through internet and web media.
7.2 Recommended change in Product
A bit more storage and battery backup will be the recommended feature for iPhone7 plus. The
quality they provided is undoubtedly the best; however, the best in all aspect will increase the
market selling of the phone and make an impact on the product. As the operating system of the
phone is under the operating system iOS not in Android thus their activities must be limited,
however, if this innovative process can be implemented in over there then the service will
enhance.

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MARKETING PRINCIPLE OF APPLE IPHONE7 PLUS
References
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Programmes.
Ang, L. (2014). Principles of integrated marketing communications. Cambridge University
Press.
Baines, P., Fill, C., & Page, K. (2013). Essentials of marketing. Oxford University Press.
Challagalla, G., Murtha, B. R., & Jaworski, B. (2014). Marketing doctrine: a principles-based
approach to guiding marketing decision making in firms. Journal of Marketing, 78(4), 4-
20.
Chernev, A. (2014). Strategic marketing management. Cerebellum Press.
Chorafas, D. N. (2016). Business, marketing, and management principles for IT and engineering.
CRC Press.
Dodson, I. (2016). The Art of Digital Marketing: The Definitive Guide to Creating Strategic,
Targeted, and Measurable Online Campaigns. John Wiley & Sons.
Edson, J., & Beck, E. (2013). Design Like Apple. Hachette Audio.
Moriarty, S., Mitchell, N. D., Wells, W. D., Crawford, R., Brennan, L., & Spence-Stone, R.
(2014). Advertising: Principles and practice. Pearson Australia.
Pike, S. (2015). Destination Marketing: Essentials. Routledge.
Rowles, D. (2017). Mobile marketing: how mobile technology is revolutionizing marketing,
communications and advertising. Kogan Page Publishers.
Strauss, J. (2016). E-marketing. Routledge.
Więcek-Janka, E., Papierz, M., Kornecka, M., & Nitka, M. (2017). Apple Products: A
Discussion of the Product Life Cycle.
Yang, X. (2017). Jeep Black Label: Formulating future symbolism around hybrid lifestyle.