Marketing Strategy for iPhone 8 Plus

University
MKTG1101
Name

2
Table of Contents
Introduction 3
Positioning Statement 3
Marketing Objectives 4
Marketing Mix 4
Product: 4
Price: 5
Placement: 5
Promotion: 6
Conclusion 6
References 7

3
Introduction
With reference to Assignment 1 the various aspects related to the development of a marketing
strategy for the iPhone 8 plus shall be explored in the present project. The modern market which
is flooded by goods and services of various kinds, it becomes especially relevant for
organizations to manufacture products that stand out from the rest and engage with consumers in
innovative ways. Therefore, the marketing efforts of the organization should be directed towards
positioning the product in an appropriate position that shall differentiate it from other similar
kinds of products available in the market. The iPhone 8 plus has to offer something that exceeds
the existing value proposition offered by other phones available in the market. Even though the
iPhone falls within the category of premium smartphones and thereby, it comes with a
comparatively high price (Dovleac, 2014). Therefore, in order to ensure that the product has a
devoted group of customers, Apple shall have to devise an appealing marketing strategy that
shall facilitate better positioning. The following sections shall deal with the various nuances
related to the specific marketing program that shall be adopted for the iPhone 8 plus.
Positioning Statement
Apple’s name is associated with the delivering of exceptional experience to customers.
Customers who are once used to using products from Apple shall be reluctant to switch over to
other brands. Apple provides a singularly pleasing and convenient user interface in its devices
that ease of use would be unmatched by competing brands. While it is true that Apple sets high
prices for its products, its unparalleled set of features has helped it to attain a devoted group of
customers who are loyal to the organization. The Apple brand image invokes several ideas like
that of passion, dreams and imagination and therefore, customers can develop a bond with their
devices which would be impossible to forge with any other brand (Kotabe & Helsen, 2014). One
of the primary reasons behind the creation of such a strong relationship with the customer is that
Apple offers an incomparable degree of customer engagement and after-sales service. ITunes has
the most diverse and varied collection of music which people with every kind of taste in music
shall find interesting. Moreover, Apple is known to promptly replace products if any error is
discovered in the product (de Oliveira & dos Santos, 2017).
The iPhone 8 plus is another powerful addition to the existing range of products offered by
Apple Inc. The device seeks not only to fulfil all the expectations that customers already have
from it but also to deliver a pleasant excess that they shall find difficult to get over. It is not just