Marketing Principles & Practice for Apple Smartphones

This article discusses the marketing concepts and strategies used by Apple Inc for their smartphones. It covers their product, branding, and promotional strategies. It also explains the 7 Ps and STP model used in their daily operations. The article provides insights into how Apple achieved their marketing objectives in an ethical manner.

Marketing Principles
& Practice

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Marketing concepts and terminology applicable to apple smartphones. ........................................3
Product Strategy of Apple Smartphone.......................................................................................3
Branding strategy of Apple Smartphone.....................................................................................4
Promotional strategy of Apple Smartphone................................................................................4
Marketing strategies and programs that helped Apple Inc achieve their objectives........................5
Marketing concepts and principles used in Apple Inc daily organisational operations...................6
7 Ps for Apple..............................................................................................................................6
STP Model for Apple:.................................................................................................................8
Relationships of the marketing functions to other functional areas in organisations......................9
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12
Books and journals....................................................................................................................12

INTRODUCTION
Marketing is a philosophy whose important concentration is giving gratification to the
consumers. Marketing is all about consciousness for commodities, prepare credibleness for
brand, creates belongings between the target purchasers and gives worth to the people in the
formation of info, recreation and motivation. Marketing is crucial it assists in selling the
commodities or services. The lowermost form of any firm is to form medium of exchange and to
make marketing as a necessary passage to accomplish its objectives. Apple Inc. has been taken
as a base company which is a multinational technology firm that exceptional in customer
electronics, software for personal computer and various online services. It is one of the world’s
most see able and identifiable customer electronics brands. Apple has extended been an capitalist
favourite due to its powerful income development and broad return on assets. This file covers
various marketing concepts and terms relevant to the mobile phones of the selected organisation
like branding, product and promotional strategy, marketing strategies used to accomplish all the
goals in an ethical way (Titus, 2018). This will also cover some concepts of marketing like 7Ps,
STP, Marketing research and the relation of marketing with other departments.
MAIN BODY
Marketing concepts and terminology applicable to apple smartphones.
Apple concentrates on their UVP (unique value proposition), which is an amazing designing that
works in a very accurate way with a very small packing. It is a marketing scheme that gets
everything with the help of social media and is so much a competitory benefit for Apple and its
market share.
Product Strategy of Apple Smartphone
Apple use quality products with premium offerings in which the entry of another participants in
the customers electronics marketplace refers that Apple is getting a strong competence in the
market, specially since these challengers are stirring out phones and tablets that are importantly
less in cost. The great commodity scheme also concentrates on quality over quantity.
While another makers scheme requires stirring out commodities one after the other in a less
duration of time and having such a varied product mix, Apple used to post to what it does good
for its firm (Neill and Jiang, 2017). This refers that it concentrates on chosen commodities and

carry on with raising them, alternatively diverging out to make other commodities in the similar
collection.
Branding strategy of Apple Smartphone
Apple has a branding scheme that concentrates on the feelings and emotions of the consumers.
The initial point is how an Apple commodity trial makes a person to feel. Brand awareness of
Apple is at the superior level of other worldwide technological firms. The capability of these are
to keep their style of branding in a very simplex manner, fascinating admirable, and also selling
in an exhilarating and enlightening manner tremendously contributes to the success of branding.
The brand personality of Apple is also about simpleness and the separation of complexness from
an individual's life; individual-driven designing of a commodity; and about being a actually
humanist firm with a sincere connectivity with its consumers. Through these choices, Apple is
placed as being highly assistive to individual and businesses as they try to accomplish their
objectives.
The Apple brand is not only close with its consumers, it is admired, and there is an actual
awareness of people between users of its primary commodity lines.
The brand equity and consumer dealership which Apple embodies is highly powerful. The choice
for the commodities of Apple between the "Mac community", for example, is not only keeping
the firm vital but it even modify the firm to preserve cost that is at a superior to its challengers.
It is controversial that without the premium pricing which the Apple preserve in various areas of
commodities, the firm would have issued the individual computer industries many years ago
(Todua and Jashi, 2018). In a current year, this capability in the choice of brand has moved
directly to the profit of Apple as the firm considerably increase its pricing of manufacture, but
now also holding back very powerful brand equity.
Promotional strategy of Apple Smartphone
Apple advertise their commodities by commercialized and printing advertisements, concentrating
on the way their commodities are contrasting from challengers. Commercialized advertisements
put various attempts when a commodity is first set up and printing advertisements will run totally
to the commodities life.
With an advanced rate of invention and importance on quality in the designing of commodities,
the organization succeeds even with its comparatively broad marketing costs. This successful

placement tells affectivity of Apple in utilising its generic scheme for competitory benefit, and
intense schemes for the development of the firm.
Apple convey to its consumer related to what they work for. They interpret that the incident is
what the situation is, not megabytes (Nikolaiienko, 2021). Their selling care for attention to
explain sets them apart and just like their smooth easy designings they support their
communication simplex and accessible, which gets individual talking.
Marketing strategies and programs that helped Apple Inc achieve their objectives.
A marketing strategy means to a whole firm's scheme or planning to reach at potential customers
changing them into consumers of their commodities or services. A marketing scheme carries the
value concept, main branding message, information on target consumer geographic, and other
high-level components.
While most of the other technology distributors may utilise deducting to drive requirements,
Apple concentrates less on using new consumers by pricing and, alternatively, by creating them
honest to Apple commodities by contributing a better consumer experience.
Avoiding price battle by highlighting unique value proposition:
Many enterprisers accept incorrectly that they have to do their competition on pricing. Nothing
could be advance from the fact. Even competition on cost can really harm their firm. Apple
experienced this and has never hesitated on its pricing schemes used by them. Falling cost of
their commodities and competition on the costs results in the kind of race in the marketplace. If
they have ever stared at business boardings for self-employed, they may realize some unusual
things. Apple concentrate on the unique value proposition scheme which is actually a great thing
and helps for standing in this competition world.
Keeping market and their commodities very simple:
Apple recognises that technology customers often get overpowered. That is very true of other
places as well as for the business (Mwebesa, and Maringe, 2020). Submerging can make a state
of mind in a marketing mix.
Apple lessens that customers mental disorder by changing their network and sales copy. Rather,
they use simplex, straightforward wordings and they regularly emphasis the advantages that
customers perfectly require and will be excited by. This is a component of their intelligence in
content market; high technology without advanced technological terms.
Know Audience and talk to them in their language:

Apple knows their consumers in a very good manner and has established honesty in their market
share. They all know what and the way to speak with the customers in the language in which
they feel comfortable, easy and not confused. Apple permits in creating the profile for every
segment of the audience which is a very good way to find out and assist in growing the
marketing strategies of a content particularly to their audience. So the procedure of creating these
profiles will aid in understanding the audience much better.
These goals were accomplished in a very ethical manner as Apple partner very closely with the
suppliers to preserve resources and destroying all the waste (Hossain, Yahya and Kiumarsi,
2018). Apple providers needed to give secure working situations, treating employees with self-
respect and regard, acting reasonably and in an ethical manner, and utilising environmental
accountable activities wherever they create commodities or execute services for Apple. The
selected organisation accepts every person in their supply chain earn a good and right working
environment. Employees must be activated with the extreme self-worth and esteem, and Apple
suppliers shall continue the advanced standardized of human rights.
Marketing concepts and principles used in Apple Inc daily organisational operations.
7 Ps for Apple
Product:
Product means to a commodity or service that a firm serves to their consumers. Preferably, a
commodity should carry out a present customer supply. Or a commodity may be so powerful that
customer consider they require to have it and it makes a new supply. In case of Apple, Its main
concentration has always been on the commodities: making devices that an individual require ,
are inventive, and look better.
Price:
Price means to the amount customer give in dealing for the commodities and services offering by
a firm. Price is taken as a critical component of the marketing mix as it prescribe a firm's living
and net income. In context to Apple, cost of these commodities are specifically high than those
of their challengers (Pryvedenyuk, 2018). The main motive of this firm is to sell better quality
products and giving a great experience towards their products.
Place:
Place means to the positioning in which the firm sells its commodities and give its services. It is
recommended that placement is one of the very essential component of marketing schemes

where they exchange their commodities is crucial due to the position must have their target
consumers. In relation to Apple, it permits suppliers to make sure about the relation over their
element of the marketing mix. It ha sits own distribution schemes such as online Apple stores,
App store and many more.
Promotion:
Promotion means to communicate with the particular goal of notifying, influencing and
recollecting a target assemblage. In case of Apple, its promotion scheme involves things like in-
store free teaching and ethical occasions (Gupta, 2018). Apple’s subject demonstration, mostly
transported by high-level-ranked Apple administrators, have also become promotional occasions
not to be lost by Apple supporters.
People:
People are the transferable program among the firm and its consumers so individuals bring the
service and they gather medium of exchange that is get cashed on behalf the firm for the work. In
context to Apple, the AppleCare Protection Plan extends consumers service sum of money and
provides one stop work and support from the experts of Apple (Karimova and Shirkhanbeik,
2019). Customers who want to purchase the commodities of this firm are involved in this
category which plays a very crucial part in the delivery of these services.
Process:
The amount of perceptual experience related to the orientation of the procedure as a component
of the marketing mix. This means to the flowing of activeness or performance that is taking part
when there is an interacting among the consumers and the industries. In context to Apple, it
offers different types of transmission channels for the consumers who need administer after the
purchasing of its commodities from the marketplace. On the website of Apple, consumers can
choose to be contacted by the support of Apple via phone, starting a chat conference or taking
the device in the store fr various types of services.
Physical Evidence:
It means to the everything a consumer see when connecting with their business. Physical
evidence gives touchable words of the choice of education that a firm is offering. It can be
specifically helpful when a consumer has not acquire from the firm earlier and require some
support, or is anticipated to give for a service before it is distributed. In context to Apple, it have
successfully made their path into the public psyche. As consumers will never say smart phones ir

laptop, they will always say iPhone or MacBook. Physical evidence of Apple is the real part of a
service used by the selected firm where consumers have a awareness of the brand depicted by the
firm, online and in the shop. Apple gives a choice happening for its consumers. The online outlet
which they patterned was flooded with the information sufficient for any consumers to create a
familiar judgement. The environment must be correct for the workers and consumers. Apple
utilises the choice of this component to confirm the economic value cost on their commodities.
STP Model for Apple:
The STP Model assists in positioning a commodity or service to mark variety of groupings of
consumers very effectively. It aids in describing a target market and its audience which assists in
branding their sales in a consider way.
Segmentation:
Segmentation means to acquire more about their audience so that they can improve their
communication to their liking and requirements (Truong, Saunders and Dong, 2018). This is a
particular segment that is liable to be concerned in their contentment or commodity which is
more efficient than targeting a wide audience.
Geographic: The retail shops of Apple are situated in the extremely inhabited cities around the
world. With the online existence or authoritative internet site in various countries.
Demographic: 14 to 55 age of students, business professionals , high income people and posh
lifestyle segment of individual.
Psychographic: These are the users which are of very good lifestyle.
Targeting:
Targeting in market is crucial as it is a component of a entire market scheme. It affects
advertisement, and also consumer experience, brand, and business functions. When the firm
concentrates on target marketplace segment. This stage includes recognising segments that are
most fascinating for the firm. This enables to pick out particular groupings recognised as an
outcome of segment to exchange commodities (Higgins, 2017). The international technology
firm place itself as a premium trade name offer commodities and services with progressive utility
and abilities for extra pricing.
In accordance to Apple, it target consumer segment consist people who are preparing to spend
excess for technological commodities and services with innovative designing, role and abilities.
An individualistic set of features shared by Apple target consumer segment involves

acknowledging designing, selection and execution of technological commodities and services
over their costs.
Positioning:
Positioning will assist the company to support out in the gathering of marketers. A wide
Branding Positioning makes it able with efficiency and effectively talk and reaching to the target
people. Broad marketplace orienting makes the trade name and its commodity see able and
fascinating to the consumers (Sukati and Bawaain, 2019). In case of Apple, it targets its
consumer section by crafting commodities, services and whole enterprise conceptualization for
requesting to the associates of section to a supreme level. Apple mainly use mono segment which
attracts to the associates of a segment to a maximum level as the name suggests it attracts multi
segment to target various consumers at the same time with the variety of commodities or
services.
Relationships of the marketing functions to other functional areas in
organisations.
The marketing department performs intimately with the production administration to make sure
that a competent investigation and growth is formed to fulfil actual and upcoming consumer
requirements, the item can be made to the selection and designing desirable by the customers.
Human Resource:
Marketing and HR share same goals marked for various people. Marketing is responsible for the
identification of the organisation and talking it with the customers. Human Resource is
accountable for occupation brand; make sure about the system is detected in the right way by
inner workers and outer people. In case of Apple, marketing and Human Resource group both
have a large hand in the growth of the selected firm. Marketers of Apple concentrate on income
development, while Human Resource professionals focusing more on manpower development.
But both places of development need a best scheme for continuous success.
Production:
Marketing can brainstorm out what an individual need. Production can state marketing what it
takes to make the item, and the way of adding characteristic modifications productivity time
period. They perform with each other to make a commodity that both the marketplace need, and
they are capable to effective production (Simanjuntak, 2021). In context to Apple, most of the
firms exchange more than one commodity. Physical commodities, that is goods have to be

packaged in a good manner and tagged. In opposition, services are defined by intangibleness and
nearness. So, marketing plays a progressive function scheming and managing all the commodity
offerings.
Legal:
Law regularize correct just about all features of the enterprise procedures, from the exact to
occupy in an enterprise or commercialism, to the lawful form of a firm, to accept for purchasing
and marketing commodity or performance services. Law set the choice of commodities sold-out
and the promotion of commodities for sale (Kowalska, 2020). In relation to Apple, legal
environment involves the laws passed by the authorities and also the judgement provided by
different agencies at each level of the government. It is crucial that all business must use in
accordance to the law of the field in which it desire to function.

CONCLUSION
It is concluded from the above report is that marketing is the most exhilarating of all enterprise
athletics. It is the recurrent event of all the booming firms. It is continuously modifying in
consequence of the discharge of message, the enlargement of profession, and the aggression of
rivalry, at all levels and everywhere. The aim of the principles of marketing is that any firm can
and have to use them to their market scheme. Due to this, they will search that each of the Ps is
wide, so it can be practical for the world and moulded to fit the requirements of any type of firm.
This makes it very easy to change their own specific brand.

REFERENCES
Books and journals
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Neill, M.S. and Jiang, H., 2017. Functional silos, integration & encroachment in internal
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Todua, N. and Jashi, C., 2018. Influence of Social Marketing on the Behavior of Georgian
Consumers Regarding Healthy Nutrition. Bull. Georg. Natl. Acad. Sci, 12(2), pp.183-
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Africa: Branding beyond survival for posterity. In Strategic Marketing of Higher
Education in Africa (pp. 26-44). Routledge.
Hossain, M.S., Yahya, S.B. and Kiumarsi, S., 2018. Islamic marketing: bridging the gap between
research and practice. Journal of Islamic Marketing.
Karimova, G.Z. and Shirkhanbeik, A., 2019. Marketing Artificial Intelligence: creating the AI
archetype for evoking the personality trust. Academy of Marketing Studies
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Truong, V.D., Saunders, S.G. and Dong, X.D., 2018. Systems social marketing: A critical
appraisal. Journal of Social Marketing.
Sukati, I. and Bawaain, A., 2019. The Practices of Halal Foods and Beverages Supply Chain on
Marketing Performance: A Conceptual Framework. International Journal of Business
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Kowalska, M., 2020. SME managers’ perceptions of sustainable marketing mix in different
socioeconomic conditions—a comparative analysis of Sri Lanka and
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perspectives. CRC Press.
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