Marketing Mix PowerPoint Presentation 2022

MARKETING
MIX
APPLE IPHONE 11

INTRODUCTION
• IPhone 11 is a most prominent product of Apple. This product comes
into the category of shopping products (Claessens, 2017).
• In the field of technology, Apple does not need an introduction.
IPhone 11 has highly technology advanced and unique feature, thus
it is one of the most selling product in the category of smartphone.
• The latest release of the company is iPhone 11, which experienced a
warm welcome in the technology market. With the releasing of the
iPhone in September 2019, shares of the company reached $237.64
per share which is an all-time high in October 2019 (Bell, 2019).
• Thus the study focused on i phone 11 to understanding marketing
mix analysis. According to Forbes, Apple Company obtained the
place on top of the list of smartphone companies (Forbes, 2019).

PRODUCT
• Almost every year, Apple brings a new product in the line of
iPhones, in the same order, the latest product launched by the
company is iPhone 11.
• The company has launched iPhone 11 in three Variants as iPhone
11, iPhone 11 pro and the most premium is iPhone11 pro max
with in six colors.
• Feature equipped by the iPhone 11 is a camera and display that
make the iPhone better than any phone. The iPhone 11 has a dual-
camera feature.
• The iPhone 11 has the highest battery life in the range of iPhones
released till now. The battery life of iPhone 11 is than 34 hours
that is 5 hours higher than iPhone Xs.

CORE BENEFITS
• The core benefits of smart phone provide a
mechanism of telephone.
• IPhone 11 use to is making call
• This product is also efficient to sending and
receiving messages.

ACTUAL PRODUCT:
• Almost every year, Apple brings a new product in the line of iPhones, in the
same order, the latest product launched by the company is iPhone 11.
• The company has launched iPhone 11 in three Variants as iPhone 11, iPhone
11 pro and the most premium is iPhone11 pro max with in six colours.
• Feature equipped by the iPhone 11 is a camera and display that make the
iPhone better than any phone.
• The iPhone 11 has a dual-camera feature. The iPhone 11 has the highest
battery life in the range of iPhones released till now.

ACTUAL PRODUCT
• The battery life of iPhone 11 is than 34 hours that is 5 hours higher
than iPhone Xs.
• The iPhone 11 has 'A13 Bionic chip' which is faster and more
efficient than A12 chip, that makes iPhone 11 faster and smarter with
30% more efficiency in term of less power conception to previous
chips, which also helps to longer battery life of the Phone, and this
make best smartphone to iPhone 11 for the best performance
(Hollister, 2019).
• The display in the range of iPhone 11 is 5.8 inches liquid retina HD
display and haptic touch.
• In terms of weight, iPhone11 is the lightest model weighing 194
grams (La, 2019). (Apple website, 2019).

AUGMENTED
PRODUCT
• The apple phone 11 is price Phone 11 starts from $699 , which is
available on finance with low cost EMIs.
• The iPhone 11 has 90 days complimentary technical support and
one-year limited warranty.
• The product also features of extension of a warranty period with
AppleCare Protection Plan (Apple, 2020).

PRODUCT LIFECYCLE
• Product life cycle is a process or a sequence which has various stages
through which a product pass.
• Moreover, every product has four major stages such as introduction,
growth, maturity and decline.
• The apple iPhone has been launched on September 2019. Within the
few days of release of the product company has significance growth in
sales and revenue.
• Presently company is in its growth and of the product, with continuously
increment in sales(Market Watch, 2019).

PRICING
• Price point is usefully a point on a pricing scale to represent possible
prices for a product.
• The prices point of the Apple iPhone is around $700. The Apple
iPhone 11 starts at $699.
• Pricing strategy for most of the Apple products covers large price
tags. The company follows a premium pricing strategy for its
premium products to influence and attract the higher-end users of the
products.
• The company provides unique and great products in terms of the
overall experience.
• For the iPhone 11, the company has followed a budget-concerned
pricing strategy. The company provides iPhone from $699 only.

PRICING
• The pricing strategy of the iPhone 11 is targeting two main aspects, as one is
customer retention in a competitive market and altercating and retaining
customers from the higher-end segment.
• Thus the company has offered iPhone 11 both basic at a budget price and
higher-end users who demand superior performance irrespective of money.
• To pricing strategy of iPhone is focus on retaining customers from both
premium and budget segments, Thus, the company used a balanced pricing
strategy and which is useful to increase the sales and revenue generation of
the company (Kelly, 2019).

PRICING
• In the initial and introductory phase company use premium prices
strategies, but overall pricing strategy follows by the company is
pricing skimming strategy.
• In this pricing strategy company resealed the product with higher
prices but with the time, company reduces the prices at competitor’s
levels.
• Although Apple targets to premium segments, yet company keeps the
products price nearby the strong competitors, like Samsung (Decker,
2020).

PLACE
• The Headquarter of the company is in Cupertino, California, US.
However, the company is efficiently making its presence all over the
globe with local production facilities, sales, and distribution and R&D.
• The supply chain and distribution channel of the company are spread in
the entire world, with the outsourcing of manufacturing unites of
substantial parts of the product.
• However, the production of important and significant parts of the
product is cantered in small manufacturing units at a single location.
Most of the production of the iPhones is cantered in China, but the
Trump government polices affecting iPhone production in China and
the company moving out it's manufacturing from China in recent years.
• For the transportation and Management of logistics, the company has
outsourced to logistics firms (Parently Apple, 2019).

PLACE
• Apple is using various selling and distribution channels for the
selling of the product. For the selling of IPhone 11, Apple used direct
and indirect distribution channels.
• In the direct distribution channels, company sell to I phone 11
through Apple store. To attain more sales and revenue generation,
company is consistently spreading Apple stores worldwide.
• In the indirect distribution approach company selling I phone 11
through sales partners authorized by the company, and e-commerce
websites like Amazon. Apple is selling to iPhone 11 through non-
traditional traditional distribution through e-commerce websites, and
company’s website.

PLACE
• Adoption of non-traditional and dual distribution channel played
very crucial roles in the sales maximization of iPhone 11. The
company has several authorized stores including Walmart and
company-branded stores in Australia.
• In brief, the company provides various options to its customers to
buy the iPhone, as purchasing from an online website to local store
or company branded store (Mayo, 2019).
• The utilization of several sales and distribution channels including
online seller partners for the selling of iPhone 11 by the company is
significantly helpful for the company to attain the best Seles targets
and revenue generation.

PROMOTION
• For the promotion of the iPhone 11, the company has used integrated
marketing communication strategies.
• For the advertising and promotion the CEO of the company put his
best efforts. Company used mix types of advertising such as display
ads, social media ads, and newspapers and magazines.
• Company has used institutional and product advertising types for the
iphone 11.
• With brand image company displayed unique features of the product.
The company put all efforts to make an outstanding product to the
iPhone 11 like a high-performance chip, outstanding design with a
stainless steel body with textured matte glass, which was helpful for
the marketing department of the company to stand out of the shelves
against each smartphone.

PROMOTION
• Company has used various mixed marketing channels for the
promotion of I phone 11. The company used social media and TV
promotions strategies rather than using regular and traditional
channels of promotion.
• For the promotion of the product, the company also used paid Twitter
promotion services through the Twitter account of Tim Cook, CEO
of the company.
• This strategy was helpful in engaging peoples and fans in the
promotion of the iPhone 11In the promotion strategy of the company,
Apple provided free access to Apple TV+ for users of Apple
Products, which was helpful to promote iPhone 11 with iPad and
Macbook pro, which has a significant impact on the rise in new
customers.

PROMOTION
• Apart from this, the company mixed several promotional channels like online
channels, ads, and TV ads in the Asian market. The ad 'It's tough out there' for
iPhone 11 was being frequently shown on television to highlighting the toughness
of the iPhone 11.
• The company also showed various other ads to shows the various features of the
iPhone 11 and used a chain of such ads on the television to create new customers
and retain existing customers.
• Besides, the company used the online channel to promote the product through
social media websites and the company's website. To grab customers' attention, the
company highlighted all the features of the produced that was effective to impact
the customer's conscious mind.
• The media share and publicity was also helpful for the promotion of the product.
• For the promotion of the product, online resellers like Amazon also played a crucial
role. Customer reviews for the product, on the reseller's websites also was very
helpful for new buyers ( MacRumors , 2019).

PROMOTION
• Company stores also have a significant contribution to the promotion and
marketing strategy of the product.
• The company stores are the right place for customer interaction and
marketing promotion of the product, and providing amazing shopping
experience in the specific context of the iPhone 11, so the company has
opened many new stores worldwide.

BIBLIOGRAPHY
MacRumors . (2019, December 12). Apple's newest iPhone, featuring a
dual-lens camera, better durability, new colors, and more. Retrieved
December 13, 2019, from MacRumors :
https://www.macrumors.com/roundup/iphone-11/
Apple. (2020). Service and support from the people who know your
iPhone best. Retrieved January 20, 2020, from Apple care product:
https://www.apple.com/in/support/products/iphone/
Apple website. (2019). iPhone 11. Retrieved December 13, 2019, from
iPhone 11 website: https://www.apple.com/au/iphone-11/
Bell, K. (2019, October 23). iPhone 11 boosts Apple’s market share.
Retrieved December 12, 2019, from Cultofmac.com:
https://www.cultofmac.com/660760/iphone-11-boosts-market-share/

BIBLIOGRAPHY
Claessens, M. (2017, June 20). 4 Types of Consumer Products.
Retrieved January 20, 2020, from Marketing-insider: https://marketing-
insider.eu/4-types-of-consumer-products/
Decker, A. (2020). The Ultimate Guide to Pricing Strategies. Retrieved
January 20,
2020, from Hubspot: https://blog.hubspot.com/sales/pricing-strategy
EPM. (2020). Three Product Levels (Kotler). Retrieved January 20,
2020, from Expert Program Management:
https://expertprogrammanagement.com/2018/04/three-product-levels-
kotler/
Forbes. (2019). 8 Tim Cook. Retrieved December 13, 2019, from
Forbes.com: https://www.forbes.com/profile/tim-cook/#6ae036303ea4

BIBLIOGRAPHY
Gadgets Now. (2019). Apple i Phone 11. Retrieved December 13, 2019, from Gadgets
Now: https://www.gadgetsnow.com/mobile-phones/Apple-iPhone-11
Hollister, S. (2019, September 10). Apple says its new A13 Bionic chip brings hours of
extra battery life to new iPhones. Retrieved December 13, 2019, from The Verge:
https://www.theverge.com/circuitbreaker/2019/9/10/20857177/apple-iphone-11-
processor-a13-cpu-speed-graphics-specs
Kelly, G. (2019, August 27). Apple's iPhone 11 Price Cuts Won't Be Passed On To
Customers. Retrieved December 13, 2019, from Forbes:
https://www.forbes.com/sites/gordonkelly/2019/08/27/apple-iphone-11-price-cost-
upgrade-iphone-xs-max-xr-update/#63416ac07823

BIBLIOGRAPHY
La, L. (2019, November 23). iPhone 11, 11 Pro and 11 Pro Max specs vs. iPhone XR,
XS and XS Max:What's new and different. Retrieved December 13, 2019, from Cnet:
https://www.cnet.com/news/iphone-11-pro-max-specs-vs-xr-xs-max-colors-price-
camera-storage-versus-battery/ Market Watch. (2019, September 23). Apple’s new
iPhone 11s mean the two-year upgrade cycle is officially dead. Retrieved January 20,
2020, from Market Watch: https://www.marketwatch.com/story/apples-new-iphone-
11s-mean-the-two-year-upgrade-cycle-is-officially-dead-2019-09-17
Mayo, B. (2019, October 2). Analyst: Apple suppliers seeing increased orders due to
strong iPhone 11 demand. Retrieved December 13, 2019, from 9to5mac:
https://ww.9to5mac.com/2019/10/02/iphone-11-demand-supply-chain/

BIBLIOGRAPHY
Parently Apple. (2019, November 11). Apple Quickly transfers certain
iPhone 11 orders from China's 'Red Supply Chain' to Taiwanese Sources
to Meet Demand. Retrieved December 13, 2019, from Parently
Apple.com:
https://www.patentlyapple.com/patently-apple/2019/11/apple-quickly-
transfers-certain-iphone-11-orders-from-chinas-red-supply-chain-to-
taiwanese-sources-to-meet-demand.html