Effective Growth of Product Company

The assignment discusses how a product company like Apple can achieve effective growth through digital advertisement and radio/TV broadcasting. It emphasizes the importance of marketing strategies in ensuring the growth of a firm. The focus is on P4s function related to laptop marketing, highlighting the elements of distribution channels. The analysis involves critical thinking and examination of various sources, including journal articles and books.

MARKETING
PRINCIPLES

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
Product Decision.............................................................................................................................1
a. Consumer products..................................................................................................................1
b. Products' three layers..............................................................................................................2
c. Products life cycle...................................................................................................................2
PRICING DECISION......................................................................................................................3
d. Define pricing point of product with proper identification of pricing strategy used by
company......................................................................................................................................3
e. Define tactics behind adopting market skimming strategy.....................................................4
Place Decisions................................................................................................................................4
f. Channel of distribution............................................................................................................4
g. Level of distribution intensity.................................................................................................5
PROMOTION DECISION..............................................................................................................5
F. Define communication strategy which is to be adopted by company for enhancing the sales
of selected product with proper justification...............................................................................5
g. Define which advertising policy adopted by this company....................................................6
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
The term marketing principles means deciding the framework of organisation which is to
be followed in right manner. In firm, the term marketing activity is quite different from selling
activity. The main aim to gather attraction of potential customers and clients in goods and
services. It is wider concept which involves functions like researching, promoting, selling and
distribution of good and services. To make it effective, the marketing plan should be define
properly which is inclusive of product, promotion, distribution and pricing. The marketing
function is related to element of P4s. In this assignment the focus is to be given on P4s function
about laptop. To achieve desire growth, there is need to undertake this analysis in corrective way
(Truong and Hall, 2016). This term is very essential in order to ensure growth of firm. . The
growth of firm is totally dependent on activities of marketing. The strategy of marketing function
should be build effective so that entity can achieve its desired success.
PRODUCT DECISION
a. Consumer products
Product is one of the essential part of marketing mix, if company is providing satisfactory
products and services to its consumers then it will support in accomplishing goal of entity.
Laptop is the consumer product which have been selected in the project. Laptop is common
demand of recent era (Truong and Hall, 2016). Dell, Asus, HP etc. are many firms those which
are providing quality laptops to its valuable clients.
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Illustration 1: Three layers of Laptop
Source: (Marketing Management Blog T1 2015, 2015)
b. Products' three layers
Product is the thing which is purchased by consumers for specific purpose, three layers of
Laptop are core, actual and augmented. It is essential for marketers to understand particular
needs of clients in each layer and accordingly offer them laptop. Primary reason of buying laptop
is to manage their documents effectively and manage some records. It is easy to carry thus,
people purchase it for official use also (Achrol and Gundlach, 2014). Core products layer is
another part in which customers buy it for its brand image, appearance etc. On other hand
augmented products are such things in which product has featured of actual products and plus
provides additional services as well such as tremendous installation, services and warranty etc.
c. Products life cycle
Product life cycle consists of four stages; introduction, growth, maturity and declining
phase. All these stages impact on company's profit and sales volume to great extent. In the
introduction stage organization build awareness of products among population. In the growth
phase firms work to increase its market share (Yu-Jia, 2012). For that they offer attractive
discounts and adopt promotional strategies so that they can meet with the demand. Maturity
phase is next stage in which competitors may offer similar products, in this stage companies are
required to make some changes in its products in order to make its different from others. In last
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declining phase sales start decreasing in this phase it is essential to add some new attractive
features so that demand of the products can be increased.
Laptop is the consumer product which is in the growth stage now. In recent era students,
professional persons all needed laptops (Hennart, 2014). That helps them in managing their work
properly. Current company provides product with high RAM, storage facilities and other
attractive features. That is why people are taking interest in it and demand of laptops are
increasing rapidly. In addition, Cited firm offers warranty services to its clients that builds trust
of consumers and they like to buy such type of products (Levels of Distribution Intensity, 2013).
PRICING DECISION
d. Define pricing point of product with proper identification of pricing strategy used by
company.
The term price refer as value of particular product which is to be introduce in market. The
pricing strategy is dependent on various activities like proper researching and understanding of
market condition. The main aim is to target some potential customers. This study has to focus on
various sources are as account segments, ability to pay, market conditions and competitor actions
etc. with the help of this all function the price of particular product can be identified. The pricing
point of product is a specific point which depend as per current demand and competition. In this
pricing strategy of laptop and mac book of Apple can be defined as per following details are as.
There are various kinds of pricing strategy are as-
11 Premium pricing- in this heigh selling price is selected. This strategy can work for only
potential customers and industries where competitive advantage of company is exist.11 Penetration pricing- in this previously low price is set in order to gather attraction of
customers and market share quickly. It is done at initial timing of product. The priced of a
product will increase after promotion period.11 Skimming pricing- in this firstly higher price of product is set after that as per rivals in
market the price of good dropped. The main aim is to have maximum amount of profit
before competition attract the customer with product of low price at less margin rate.11 Economy pricing- in this affordable price set for product. The marketing and adverting
cost of product fall under this category is very low.
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In this Apple company who manufactures laptop and mac book like products. They are following
market skimming pricing strategy in order to gain profitability in market, Firstly they introduce
their product with higher price later on they reduce price of product. The main idea behind this is
to recover maximum profit before their rivals launch same product with lower profits,
e. Define tactics behind adopting market skimming strategy.
The Manufacture of Apple brand are using marketing skimming strategy to derive profit
for their good and service relate to it. The main tactic is to earn maximum profit before rival start
to introduce same product with low revenue margins.
PLACE DECISIONS
f. Channel of distribution
Distribution is one of the most important part of marketing, selection of effective
marketing distribution channels supports entity in increasing its sales volume and
accomplishment goal of the company. Apple is adopting selling is laptop trough its retail stores.
This strategy supports entity in increasing its revenues and meeting the consumer demands.
Illustration 2: distribution channels
Source: (Marketing Management Blog T1 2015, 2015)
Apple adopts retail stores distribution strategy, it sells its laptops through its retail stores.
From the last few years sales of retail stores have been increased to great extent. Apart from this,
Apple distribute its laptop through online medium as well. Online stores and retail stores of cited
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firm contributes 50% in its overall revenues. Now-a-days people like to buy through online
because they found it quit easy and cost effective.
g. Level of distribution intensity
Currently Apple is in second level of distribution intensity in which selected products are
Distributed by screening dealers. Laptops of Apple are available at selective places because all
people can not afford such expensive products of cited firm. Thus, entity make it available its
products at only selected outlets for only high class consumers.
PROMOTION DECISION
F. Define communication strategy which is to be adopted by company for enhancing the sales of
selected product with proper justification.
The term communication strategy is referred as exchange of important information from
person to another. As per the Morden scenario the technology is upgrading day by day. In this
manner, various types of communication strategies are defined as per (Mukherjee and Shivani,
2016). To have successful profitability in market there should be adoption of this particular
communication strategy.
The types of communication are as follows-
11 Verbal communications11 Non-verbal communication11 Visual communications
This company has selected verbal communication strategy in order to promote their products in
market. This strategy can be divided as oral and written communication. The written one is
work in manner to e- mail, text and chat. The another is oral in which phone calls, video chat and
face to face conversation are main source (Achrol and Gundlach, 2014).
The working of this communication can be understood with the help of verbal following example
are as-
just for instance if you are working in company and you got e-mail in which statement looks
like-
IF THERE IS NEED OF ANY REPORT ON URGENT BASIS BECAUSE CLIENT IS
DEMANDING, DO IT SOON. IT CANNOT BE LATE.
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This is kind of written communication in which person can take this thing in any manner. This
situation may create misunderstanding between receiver and sender.
In other way if they are using oral communication by calling person this can make him proper
understanding of product. This is more effective than written communication.
g. Define which advertising policy adopted by this company.
To make effective growth of product company is following digital advertisement. The
product can be popular through radio and TV broadcasting. In this the expressing language
should used to describe specification of product (Slowikowski and Jarratt, 2013). This can help
in manner to gather the attraction of various customers. The advertisement should be in effective
manner.
For example- the TV is major source of gaining attraction of customer with rhe help of effective
advertisement.
CONCLUSION
From the above report it has been concluded that the main aim of company Apple is
achieved desire growth, there is need to undertake this analysis in corrective way . This term is
very essential in order to ensure growth of firm. The growth of firm is totally dependent on
activities of marketing. The strategy of marketing function should be build effective so that
entity can achieve its desired success. In this assignment the focus is to be given on P4s function
about laptop. The marketing function is related to element of P4s.
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REFERENCES
Journal & Book
Truong, V. D. & Hall, C. M., (2016). Corporate social marketing in tourism: to sleep or not to
sleep with the enemy? Journal of Sustainable Tourism. pp.1-19.
Achrol, R. S. & Gundlach, G. T., (2014). Network organization and systems competition: A
marketing analysis. The Antitrust Bulletin. 59(4). pp.743-768.
Pike, S., (2015). Destination Marketing: Essentials. Routledge.
Yu-Jia, H., (2012). The moderating effect of brand equity and the mediating effect of marketing
mix strategy on the relationship between service quality and customer loyalty: The case
of retail chain stores in Taiwan. International Journal of Organizational Innovation
(Online). 5(1). pp.155.
Mukherjee, S. Z & Shivani, S., (2016). Marketing Mix Influence on Service Brand Equity and Its
Dimensions. Vision: The Journal of Business Perspective. 20(1). pp.9-23.
Hennart, J. F., (2014). The accidental internationalists: a theory of born globals.
Entrepreneurship Theory and Practice. 38(1). pp.117-135.
Slowikowski, S. & Jarratt, D. G., (2013). The impact of culture on the adoption of high
technology products. Marketing Intelligence & Planning.
Online
Marketing Management Blog T1 2015, 2015. [Online] Available through:
<https://mpk732.wordpress.com/2015/05/16/apples-sales-and-channel-strategy-key-to-its-
success/>. [Accessed on 18th September 2017].
Levels of Distribution Intensity, 2013. [Online] Available through:
<http://katielongchamp.blogspot.in/2013/04/levels-of-distribution-intensity.html>.
[Accessed on 18th September 2017].
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