Marketing Principles and Strategies

The assignment provided is a comprehensive analysis of marketing principles and strategies. It discusses various topics such as social marketing, branding, customer equity, stakeholder theory, and e-marketing. The document also references several books and journals, including 'Redefining Social Marketing with Contemporary Commercial Marketing Definitions' by S. Dann (2010) and 'Marketing Logistics' by M. Christopher and H. Peck (2012). It appears to be an assignment for a marketing course, possibly at the undergraduate or graduate level. The document includes illustrations and references to real-world examples, such as Apple's brand positioning and Samsung's market report.

PRINCIPLE OF
MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................1
1) Current marketing strategy of apple...................................................................................1
2. Standardization and adaptation of strategies in the apple company.................................12
CONCLUSION..............................................................................................................................16
REFERENCES..............................................................................................................................18

INTRODUCTION
Marketing is that term which helps in promoting different types of product in the market.
Principle of marketing refers to that strategy which helps in improving company marketing
performance. This report is based on Apple Company which provides different types of products
such as tablets, laptops, smart phones, etc. They will provide iPods, phones to their customers in
affordable price. Apple is the multinational company which provide branded product and
services to their customers and it will help in generating more revenue. Apple presents their
product in the ground areas (Dann, 2010). The main purpose of the report is to understand the
marketing equipments which help in increasing profitability and product ability of the firm. Firm
will develop their strategy of marketing before analyse whole market situation. Marketing is the
major factor which assists company for earning maximum income or revenue. Marketing help in
attracting domestic as well as international customers for purchasing various types of products
and services. This will help in easily target the large number of buyers in effective manner.
1) Current marketing strategy of apple
Apple is the largest branded product company which generates large income by making
effective strategy of marketing. Firm will develop grounded products which are affordable for
purchasing by each class buyers in reasonable rate. There are various goods and services which
offer by them that includes smart phones, iPods, I Phones and other items.
Segmentation of targeting and positioning of products- Apple is targeting segment area
where they attract large number of customers towards their innovative and creative goods. They
target those people who are live in prime and city locations. They mainly buy different products
of apple. The company will segment their marketing strategies in three groups such as:
 Apple firm target those people who like song and they will provide them I Pod and I
tunes.
 Second target customers are those who are teenagers and professional workers and
provide those tablets, Mac book, I Phones and many other types of equipment.
 Last target people are those populations who are use remaining products such as TV,
watches and other gadgets.
Apple is the one of the leading firm which is popular in all over the world. Their products
are always at the top position of market place (Cătoiu, Vrânceanu and Filip, 2010). When
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somebody share their views with each and they choose best product of smart phones of which
brand so apple is the first choice of every person who like to purchase iPod and Smartphone.
Product strategy of Apple Company is the core concept of marketing strategy. They will
take advantage of competition by offering different products such as Mac book, iPod, iTunes, I
Phones, and I Pods. They are adopting product strategy for developing quality made goods for
the customers. Their products are attractive because of their features and simple designing of
goods.
Illustration 1: Apple and Samsung report, 2017
(Source: Apple and Samsung report, 2017)
As per the above image, Samsung mobile are decline in the recent year and it will shows
the current position of company. On the other side, Apple company iPad demand are increasing
day by day among customers and iPhone also demand are enhancing in the market between
buyers properly. This will shows the current status of company which increasing profit level and
demand of consumers in effective manner. Samsung is the tough competitor which sale is
decline in this graph and it shows that apple products demand are high as compared with the
other organization.
Apple has approx. 450 stores in the UK country. They are mainly focus on assisting
customer's needs and demands which provide them quality goods and services. Company brand
provide comfortable while using their Smartphone, iPod and I Pods. Apple is also establishing
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Genuis Bar service centre which can assist customers for dealing in complex issue and problems
in effective manner. They are owned various stores. The trade partners of apple are Redington
and Ingram Micro that are responsible for distribution and selling of various branded products.
All the trade partners are collecting the commodities and serve to the customers in the large
market area (Kubacki and et. al., 2015). Apple are provide E-commerce which help in attracting
domestic as well as international buyers. The effective promotion activities help in promoting
various goods and services among their buyers in the large market place. The strength of apple
determines the different quality of products and services in better manner.
BRAND RECOGNITION
Apple Company established their business in April 1976 in California which has to
owners Steve jobs and Steve wozaniak. The brand of apple becomes second most popular brand
of the world. This is a multinational company which produces innovative and creative
technological products in the sector of electronics, software industry, digital calculators, personal
computers, tablets, laptops, pocket computers and other commercial products. The product of
apple is known by every person. The brand equity of apple product is higher than their
competitors who develop innovative Smartphone such as I Pod, I phones, portable laptops,
printers, hand tablet, mobiles and various computer accessories. Recently apple introduce their
new product whose name is apple watch and apple pay. The brand recognition of apple is famous
because they develop their product in unique and innovative manner so that the customer will
easily identify apple brands. Apple brands are very simple and easy to use by every age of
people. They are always tried to innovate and make creative products which attract large number
of customers in effective manner. Apple brands also fulfil customer's demands and needs by
provide them their preference product. They will offer best and usable technology to their buyers
with excellent design and features (Dann, 2010). The apple also adopts quality management
approach which helps them in easy to connect with people. In their smart phones there are
various features and functions which specially attract domestic as well as international
customers. Such as I phone and I Pod of apple are easily identified by their customers.
BRAND PERSONALITY
It is clearly states that most of the people buy apple products without any worry or
hesitation. The personality of product refers to their quality, shape, size, design of brands. All the
people are use because it will provide them great feeling and comfort to use. This will provide
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them various functions and features in only one device (Smith, 2012). They are adopt branding
strategy which help in analysing consumer wants and needs and according to their demand they
are develop potential products and goods. The equity brand of Apple Company are try to focus
on people emotions and sentiments rather than fear of selling. I phone or I Pod mostly purchased
by teenagers and professional workers who want different functions and features in one
technology. Brand personality of apple is shows the design and it will directly link with
economical and cultural values or power of technology (Cătoiu, Vrânceanu and Filip, 2010).
The brand of apple are totally based on innovative and creative ideas, customer's point of view,
freedom of expression, visualize, reliability, flexibility, useable and durability of brand. The
personalities of apple brands are very simple and effective designs which gain attention of more
and more customers towards it. They are attract customers by developing best quality products
and goods and offer them in the large market place.
BRAND IDENTITY
Apple brand identities are focused on their technologies and techniques which help in
making unique products that will build image in the large market (Christopher, Payne and
Ballantyne, 2013). The logo of apple product is colourful and attractive which framed as
simplicity and sense of professionalism. They use graphic designing and creative thinking during
development of their products. The digital products and services of apple are focus on style,
simplicity and elegance of all age group people. The customers are purchase their product
without making any obligations to buying them. Their products are always seen as family
oriented, creative, forward looking, innovative and trendy which attract more people. Recently,
the brand identity of apple is focus on their colour, size, shape, features and functions. They are
make their product identity very carefully which should be matched with their business plan and
their strategies which cover large audience.
BRAND POSITIONING
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The brand positioning refers to the targeting customers who willing to buy company
product and services. The main aim of positioning of product is to place the commodity in the
market where Apple Company attracts more buyers. They should create effective place in the
market which provide them advantage for gaining more profit and income. Brand positioning is
the middle activity of an organization which attract customers and analyse their demand and
wants for satisfy their needs. This will help in identify customer's opinions and views regarding
specific product quality and features (Principle of marketing. 2017). It is an activity for
developing brands in effective manner which help in targeting valuable customers mind. Apple
also segment their market area where they will position their brands in proper manner and also
they target those customers who are preferred their product and services. Brand positioning help
in identifying and evaluating different and similar points which show the correct identity of
brand and build strong new image of product in the market (Liu, 2012). Marketing strategy is the
key factor of brand positioning. The strong positioning of brand directly impact on marketing
strategy which help in analyse the full detail of product, innovative and creative ideas and
competitors of similar brands. Positioning is based on increasing and developing skill and
knowledge of the customers.
BRAND AFFINITY
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Illustration 2: Brand positioning of Apple, 2017

It is the process which helps in generating positive feeling among customers towards
their products. Brand affinity refers to develop brand loyalty and trust among consumers for
purchasing their products and services. Brand loyalty is also similar with the brand affinity
because they are known for their simplicity, quantity, and quality of various goods and services.
This will help in building strong relation with their consumers in proper manner. The consumer
believes that apple products are loyal and trust able and they have quality technology values and
different features. Brand affinity is also shows the consumer emotional connection with the
brands. Therefore, emotions are feelings but they are not logical about their product purchasing
decision (Marimuthu and et. al., 2010). Apple Company provides different types of products and
services to their buyers according to their demands and wants. Brand affinity assist in building
loyalty among consumers and the process is time consuming and low cost which help in
successfully introducing their brands in the future time period. This is also impact on business
operations and its innovative functions which create hurdles in the path of expansion of brand
loyalty in the society. The advantage of brand affinity is that this is always based on emotional
relationship and personal feeling with specific company product (Allyson Dooley, Jones and
Iverson, 2012). Apple products are famous among large number of consumers because its
technological features are mainly attracting them. The brand loyalty is developing when
company will provide best suitable products to their consumers so that they are habitual for
purchasing the same product to the same company in the large market. Company will also adopt
various strategies which assist in gaining attention of buyers towards particular brand and
products. They provide them reasonable price of product which are purchase by each standard of
people.
All the target customers are love the Apple products in desired manner. Apple brand is
famous because they provide best technology and make some innovative thing in each product so
that people are like the brand. The company will make brand according to the demand of
customers and also analyses their wants before making each product. This activity will attract
large number of buyer towards Apple brands which are creative and effective designs. They
provide best quality products which are easy to usable and cost effective also so that most of the
people prefer to buy Apple products.
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Legacy- Apple income value has grown by $50 billion which is more than approximately
$600 billions. At the time when revenue is decline from $ 775 billion in 2015. The legal structure
is strong that will increasing growth and success to the firm.
Goals- The main objective of Apple company is to earn maximum profit for getting
desired goals and aims in effective manner.
Principles- The main fundamental principle of apple is to do publicity within an
organization of their brands, have responsibility to its stakeholders which help in gaining
attention of customers towards each products and services. They will understand the employees
responsibility and take corrective actions in proper manner. The firm will always convey the
customers regarding goods and services.
Visuals- Apple provide incredible products which attracting large number of customers
towards effective firm goods and commodities. There are various brands which have visual
brands for gain attention of buyers in proper manner. Brand of Apple company such as iPod, i
phones, smartphone have attractive visuals which liked by customers.
These are some marketing strategy which helps in identify the increasing business
profitability and productivity in effective manner. It will assist in enhancing growth and success
of the firm in the market place (Kubacki and et. al., 2015). It includes brand identity, brand
positioning, brand affinity and brand recognition of the apple company products.
Apple company is the multinational technological firm which is situated at Cupertino,
California which design, create and sell user electronic items, online services and computing
device software. The firm will design and develop products such as smartphone, i pods, i phones,
tablets etc and serve to their customers. They also make graphical user interface. Apple
manufacture, designing and merchandising the mobile communication, individual computers,
media devices and portable sound instrument.
Brand Definition of Keller's
As per the Keller's perception “A product which can be served in the market place for
fulfilling needs and wants of customers and also it includes services, experiences, events,
persons, locations, ideas, thoughts, organization, information”
According to the Keller's “Brand is anything which make promise to their customers for
providing them best quality product and consumers also feel emotional connection with their
goods. After embodiment the common item which is converted into specific brand”
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Keller's Model:
In an organization, it is necessary for build strong image of the brands. This model carry
out the shape of pyramid and it has four stages. These are as follows:
 Brand identity- In this stage, the quality, shape, size and features of brand are identified.
It is important for the company is to make sure that people are aware of their products in
positive manner. Apple firm will also make identify of their brand by using various
methods such as online marketing, internet, organize campaign and discussed the
product features or characteristics in proper manner.
 Brand meaning- This is second stage where apple firm need to tell their customers about
exact meaning of the brand. Meaning of products refers to the quality, price and quantity
which can spread among customers.
 Brand response- After brand meaning, it is important for company is to know the
response of buyers after purchasing the Apple products and commodities.
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Illustration 3: Keller's Model, 2017
(Source: Keller's Model, 2017)

 Brand relationship- In the above pyramid, firm will find out relationship that can be
concerned with the concept of vibration. The customers who purchase same products
they always connected with each other.
There are five human characteristics which represent Apple company that are as follows:
 Self motivated- A person who is self motivated, they can easily maintain all functions
and activities of business in proper manner. If an individual is motivate than they will
easily inspire other person for doing best work for achieving desired goals and objectives.
 Enthusiasm- Those person who have spirit for effective work which help company in
gaining growth and make success in the large market place (Smith, 2012).
 Problem solver- An individual who have ability and capability for solving complex issue
and problems which arises within an organization. They are help in resolving conflicts
which provide strength and reputation to the firm.
 Risk handler- It is important for Apple company is to hire those person who have strength
for managing and controlling risks which are related to financial, marketing and other
factors.
 Decision maker- These type of person who have capable for making accurate decision for
the welfare and profitability of the enterprise in effective manner.
Kano's Model:
 Delight- Apple company should analyse the customers requirements which need to be
satisfied by them in proper manner. They are not expressed any needs and wants to the
firm.
 Performance- This is important for the Apple firm is to analyse the requirements of
desired products and services. Employees are develop goods which is specific,
measurable and qualitative in features. They use technical devices for making effective
products.
 Basic- This is the major requirements and essential for fulfilling by company when they
provide desired goods and services to their customers which includes basic needs.
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There are two images which shows the apple, Vodafone and Samsung company features
and characteristics which are as under:
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Illustration 4: Kano' model, 2017
(Sources: Kano' model, 2017)
Apple Vodafone Samsung
0
1000
2000
3000
4000
5000
6000
7000
8000
8000
100
6000
Column B

Interpretation- As per the above image, apple company RAM is maximum as compared with
firm that is Samsung and Vodafone. Apple has 8000 MB, Vodafone has 100MB and Samsung
has 6000MB. So that apple will take high position in the market.
Interpretation: it will show in the above graph that the price range of apple mobile phone
is 50000Rs, On the other side second place get the Samsung phones range is 20000 and very less
price is for Vodafone smartphones which is almost 16000Rs. So that Apple price is high but
customer mainly prefers only that products because of their technology and features.
2. Standardization and adaptation of strategies in the apple company
Standardization- It is that process which help in executing and developing technical
standards which are totally based on various parties such as users, organisation, authorities, firms
and associations. Standardisation assist in maximising quality, repeatability, compatibility,
security and safety of formal procedures in effective manner.
Adaptation- This is dynamic process which fits the universe of organisation environment
which increasing the evolutionary suitability. It is also described as the adaption of functions and
activities and maintained in proper manner.
Standardization and adaptation of strategies in the international market
In a particular new market entry of strategy is chosen to expand the standardization for
the company. This is important factor for entering in new market area. Standardization provides
various advantages of cost but they fail in highlighting such differences and similarities among
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Apple Vodafone Samsung
0
5000
10000
15000
20000
25000
30000
35000
40000
45000
50000

few individuals in the large market. Adaptation strategy will be implemented for highlighting
differences among various individuals in the market (Biswas and et. al., 2013). This will help in
providing extra cost and assist in making competitive price of the product and services. The
standardization can be applied for developing international marketing and in the same time when
adaptation implement and address the unique factors of local market places both of these factors
are not mutually exclusive and the level of demand and needs will be maintained in effective
manner between them. The apple company can use standardization strategy for expanding their
supply chain management, service process, employee relation and some other operations of
business which help in achieving desired goals and objectives of the firm. At the same time
Apple Company will introduce smart phones, I phones, I Pods, tablets, and many other gadgets
in the market. The adaptation strategy of Apple Company is also link with marketing strategy of
business. They are capable of reaching the both standardization and adaptation strategies in the
international market. The company which also relate to this approach is Samsung Company.
They are providing different electronic product and services to their customers. The marketing
strategy of Samsung is help in attracting large number of customers towards their brands
(Laczniak and Murphy, 2012). It is important for international business is to take advantage from
both strategies such as standardization and adaptation by maintaining required balance between
them.
Advantage and disadvantage of adaptation and standardization
Standardization
 Advantage - The lower cost help company in attracting more customers and also
enhancing scale of economy of the country. This will also protect their brands in proper manner
by doing changes and modifications in their offering products. The major advantage of
standardization is that apple company build effective identity by use of it.
 Disadvantage - The lack of adaptation in different market area and always change in
market structure. There are poor qualities of products which offer to their customers in the
different segment. Lack of uniqueness among product is another disadvantage for the company.
Adaptation Advantage - The Company will respect local marketing sellers and fulfil all the needs and
demands of the customer by covering whole market area (Blattberg and Deighton, 2011).
They are build strong image in the market and attract large number of customers.
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 Disadvantage - By using adaptation method firm can spend higher income and it is time
consuming process also. This is implementing their product in poor manner. By using adaptation,
it is difficult for the company is to identify actual demand and want of consumer.
Apple Company marketing mix
The marketing mix of apple company is important for know the actual position of their
brands and products in the market area (Christopher and Peck, 2012). There are various
marketing mix brands area that includes price, products, promotions and prices of the
organization. Product - The product of Apple Company are very popular in these days among
customers such as watches television, Smartphone, I phones, computers, etc. The
products are grown day by day and gain attention of domestic and international
consumers. The sales of laptop and computer are reducing in the last year because I
phone is very popular among buyers. Apple products are attractive and quite large in size.
It is important for the company is to expand their products and services in new market
place for attracting large number of customers and also try to gain attention of domestic
as well as international customers towards firm goods. Place - Apple Company distribute their products in different market segments. They are
sale their product by online and offline mode. They are distributing their products among
small retail stores and also they provide various goods through various sites such as
Amazon, eBay and many others. They are distributing their product by the help of local
retailers of the market (Christopher, Payne and Ballantyne, 2013). There are various local
retailers whose sale apple company products in their stores. There are different
distribution channels of apple such as apple website, online sites, apple stores, corporate
sellers, local retailers, etc. For the entry in new market place, it is essential for the
company is to search that location where large number of customers are attracted towards
their innovative and new products and services in proper manner. Price - Apple Company build a strong image of their product among consumers. Apple
cannot provide cheap products to their buyers and also they are not lower their cost of
product in any manner. The firm will follow pricing strategy which helps in creating high
and valuable technology. They are produce innovative and creative technological
products for satisfying all consumers' demands and wants in effective manner. They sells
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PCs and laptops to the customers with the help of the changing their pricing strategy
(Zipf, 2016). Apple products are unique in design, simple in technology and easy to
understandable. The pricing strategy of company impact the investment of capital in each
product that includes raw material technology, research and development and workers.
This is necessary for the firm is to provide reasonable price to their buyers who willing to
purchase their innovative and creative goods and services in effective manner. In new
market area, there are various opportunities for expand their business in other locations.
They also adopt different pricing strategies for increasing profitability and production of
goods and services.
 Promotion - The marketing strategy of apple is also effective with their product line.
They use different types of techniques and tools for promoting product and services in the
large market. For generating more income it is important for an organization is to use
various promotional methods such as advertisement publicity, internet, social media, and
many other. Apple Company promotes their product through their websites and other
internet channels. They use television and newspaper for marketing their product and
address the different features and uniqueness of their commodities in proper manner.
Social medial help in introducing new product in the market (Strauss, 2016). Apple
Company identifies their products by using unique design and sign on it. In current year
the sale of goods are reduces so that the competition is increased day by day. The prices
of product are high and also change in the latest and current trends. But apple introduce
their new product and diversify in the new market place. The company need to expand
their business in the new market area by the help of different tools and techniques of
promotions. There are various events and campaigns which are conducted by firm for
expand their business in many other locations in effective manner. They position their
product at the top market place where they are easily gain attention of customers. They
are adopting various promotional strategies for making and developing their product
more innovative for their customers.
PESTLE Analysis of Apple company:
Political factor Apple is one of the American company which has large amount of cash
and its annual turnover rate is approximately 34.7 million. This is
heavily dependent upon lower cost of manufacturing in the country.
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Apple products rate are high in the china market place. India has
provide less writing electronics mercantilism government for project
topics such as rational property rights and tax. So that apple can expand
their business in the India country.
Economical factor This can be increasing in the labour cost of china and provide
advantages to few apple products. Rupees can enhancing exchange rate
which is expensive for company and based in current market such as
India. Price of marketing mix will easily boom with the increasing in
economy rate of country. So, price factor will directly linked with
economic factor when company enhance their price of product then
demand is automatically reduces.
Social factor Apple products are gain attention of large number of consumers
whether they are domestic as well international. They manufacturing
their specific goods in India which must be appeal among desired
customers. Their music marketing strategies are attracting more and
more consumers and they also purchase these products for their
effective image of brands. India play an essential role as the
demographic changes. In India, there are approx. 90% people are
literate who know the trends of current time period. For increasing
products awareness among customers so firm will need to do promotion
activities for attracting large number of buyers towards their latest
trends of goods and services. Most of the Indian people shop through
online and various sites.
Technological factor The major competitors of Apple company is Samsung which have
demonstrate strong ability of various products and services. They will
adopt latest techniques and methods for update their old or existing
technology by which they can produce innovative products and services
to their customers (Liu, S. T., 2012). The main issue of India is that
their business to customers sector are not safe and secure system. They
mainly used online application system for updating their products
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information and data.
Environmental factor Many other pollution and environmental factors which affect on
manufacturing faculties in India that are mainly growing in these days.
India give efforts for gases and fuels which is used for manufacturing
different types of commodities of apple firm.
Legal factor In recent time period, apple will enter in highly organized fiscal service
sector such as Apple pay. The firm will try to enter into another
authorized sector where they can easily deal in auto mobiles. They
should also analyse their surrounding environment which may or may
or affect on business operation and functions.
CONCLUSION
From the above mentioned report it can be concluded that marketing help in promoting
various products and services of the firm among consumers in the large market place. Principle
of marketing refers to that strategy which helps in improving company marketing performance.
Marketing help in attracting domestic as well as international customers for purchasing various
types of products and services. This will help in easily target the large number of buyers in
effective manner. Segmentation of targeting and positioning of products- Apple is targeting
segment area where they attract large number of customers towards their innovative and creative
goods. Apple has approx. 450 stores in the UK country. They are mainly focus on assisting
customer's needs and demands which provide them quality goods and services. This is a
multinational company which produces innovative and creative technological products in the
sector of electronics, software industry, digital calculators, personal computers, tablets, laptops,
pocket computers and other commercial products. The standardization can be applied for
developing international marketing and in the same time when adaptation implement and address
the unique factors of local market places both of these factors are not mutually exclusive and the
level of demand and needs will be maintained in effective manner between them.
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REFERENCES
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Strauss, J., 2016. E-marketing. Routledge.
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Online
Principle of marketing. 2017. [Online]. Available through:
<https://toughnickel.com/industries/PrinciplesofMarketingPart1BasicConceptsandFun
damental>. [Accessed on 22nd November 2017].
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