Strategic Marketing Management of Apple

This presentation discusses the strategic marketing management of Apple, including its marketing planning process, STP model, brand management, and more. It also covers the significance of branding and how it can strengthen a single product or a whole business.

Marketing
Strategic marketing
management

COMPANY PROFILE
 Apple is a multinational company.
 Headquatered in cupertino, california.
 They design develop and trades
electronics, software of computer and
online services.

Strategic marketing
 It is a method of design, developing and
executing operations to obtain a competitive
advantage in their chosen niche.
 It is a management function within an
organization which seeks to make a profit by
managing the resources of the firm and
activities to classify and satisfy the desires
and requirements of the customers and
deliver good value than the competitors
(Wilson, Et al, 2012).

Purpose:
 Leads the strategic planning process
 Lead and manage the new product and
service development process
 To understanding the marketing
concepts
 To determine the use of the resources of
an organization and tactics to achieve
its specific objectives.

Marketing planning
process
Market Assessment
Customer needs
External environment
Competitive analysis
Positioning

Product life cycle
Introduction
Growth
Maturity
Decline
time
3.8
4.2
4.6
5
Series 1
Series 1

Porters five forces
1. Threat of new entry:
 High investment of capital
 Commoditized market creates it tough
to differentiate
 Considerable supremacy of wintel
platform and less cost big scale
players(Dell, Gateway, HP, IBM)
 Oligopoly (Baxter,2019).

2. Bargaining power of buyers:
 PC and new application’s end users are
generally loyal
 Inadequate knowledge about price making
(Nakatani, Et al, 2018).
3. Threat of Substitutes:
 PC are available in numerous shapes
performances and ranges of prices
 Rivalry is very high
4. Bargaining power of suppliers:
 Greatest components are commotized,
though Intel, IBM become central (Li, 2019).

STP model
 Apple’s segmentation
1. Demographic: life stage, age, country
of birth
2. Socio-economic: education, income,
occupation
3. Psychographic: personality lifestyle
(Camilleri, 2018).

 Apple’s targeting
1. Wide targeting
2. Segregated marketing strategy
3. Creation of tradition market programs
to suit every target market
4. Apple is well synchronized and is
capable to accommodate the plan

 Apple’s positioning
1. Position by quality and price
2. Launching of new series of iPhone and
rise in market share
3. The product of Apple is generally
famous to be expensive
4. Cheaper, affordable mobiles will now
be available to market

Marketing mix
 Product
 Place
 Price
 Promotion

 Product
1. iPhone
2. iPod
3. Mac
4. iPad
5. Apple watch
6. Apple TV
7. Accessories
8. Digital content
9. Software
10. Cloud services

 Place
1. Locations of store of Apple
2. Company –maintained website and
online stores for mobile and computer
3. Legal sellers
4. Telecommunications corporations
(Stead, 2018).

 Price
1. Premium strategy:
 Offer products at a premium
 Addition to a common price
 Fix high prices for its products and service
 Ensures competitiveness
1. Freemium strategy
 products are free of cost but buyers pay to
evaluate more, advanced or well features
 Associated with Premium branding
 Related product design and development
efforts (Hollensen, Et al, 2019).

 Promotion
1. Advertising
2. Personal selling
3. Sales promotion
4. public relations (Bakator, Et al, 2018).

How marketing concepts related
to the planning process?
 The planning of marketing involves
systematic approach for developing the
marketing goals, strategies and
implementing strategies
 In planning process, the concepts of
marketing are evaluated that is setting
marketing goals, identify the marketing
variable, analysis of those variables and
making marketing strategies and
implementing those strategies.

Significance of branding
 It identifies the suppliers of the product
 Easy for supplier to track issues or
process orders
 Brand loyalty provides seller few
protection from the rivals
 It forms the company image
 Lawful protection to supplier by
registered trademark or patent.

Brand pyramidBr
an
d
aw
ar
en
es
s
Brand
creation/
persona
Emotional assistances
Functional aids
Features and qualities

How brand can strengthen a single
product or a whole business
 It can strengthen by:
1. Easy introduction of the new product
and services
2. Enhance trustworthiness and easiness
of purchase.
3. Buyer loyalty and shared values
(Keller, 2016).
4. Build buyer recognition

Brand positioning
 It is the conceptual place Apple want to
own in the target buyer’s mind
 Maximize buyers relevancy and
competitive uniqueness
 Maximizing the brand value (Klein, Et al,
2019).

Brand management
 Identify and establish the positioning of
brand and values
 Plan and implement marketing of brand
programs
 Measure and understand performance
of brand
 Grow and sustain the brand equity
(Chernev, 2018).

How & why above concepts
should be integrated?
 These concepts should be integrated to
reach out the customers by
entertainment media content.
 Engaging story telling so that it does not
look like or feel like a promotion of
brand.
 these are integrated by use of long
advertisement (Marczak, 2018).

Conclusion
 Thus, strategic marketing management is essential for
surviving in the competitive market.
 The planning, execution and implementation is
necessary before entering into the market or launching
any product.
 Marketing plan should be most effective and efficient
which can helps to attain the prescribed goals or
objectives.
 Various strategies, tool and approaches are used before
making the effective marketing strategies.
 All these leads to the achievement of goals in the
competitive edge.

References
 Bakator, M., Đorđević, D. and Ćoćkalo, D. (2018) Promotional
activities and customer satisfaction: Long-term influence or
a temporary marketing'mirage'?. Marketing, 49(2), pp.113-
123.
 Baxter, G. (2019) A Strategic Analysis of Cargolux Airlines
International Position in the Global Air Cargo Supply Chain
Using Porter’s Five Forces Model. Infrastructures, 4(1), p.6.
 Camilleri, M.A. (2018) Market segmentation, targeting and
positioning. In Travel Marketing, tourism economics and the
airline product (pp. 69-83). USA: Springer.
 Chernev, A. (2018) Strategic brand management. UK:
Cerebellum Press.

 Hollensen, S. and Opresnik, M.O. (2019) Strategy
Formulation in the Marketing Planning Process.
World Scientific Book Chapters, pp.139-202, UK:
Routledge.
 Keller, K.L. (2016) Reflections on customer-based
brand equity: perspectives, progress, and priorities.
AMS review, 6(1-2), pp.1-16.
 Klein, K., Völckner, F., Bruno, H.A., Sattler, H. and
Bruno, P. (2019) Brand Positioning Based on Brand
Image–Country Image Fit. Marketing Science.
 Li, J., Luo, W., Wang, Z. and Fan, S. (2019) Early
detection of decay on apples using hyperspectral
reflectance imaging combining both principal
component analysis and improved watershed
segmentation method. Postharvest Biology and
Technology, 149, pp.235-246

 Marczak, M. (2018) Branding as an Essential
Element of the of Destination Management Process
Using the Example of Selected States. Management
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 Nakatani, J., Tahara, K., Nakajima, K., Daigo, I.,
Kurishima, H., Kudoh, Y., Matsubae, K., Fukushima,
Y., Ihara, T., Kikuchi, Y. and Nishijima, A. (2018) A
graph theory-based methodology for vulnerability
assessment of supply chains using the life cycle
inventory database. Omega, 75, pp.165-181.
 Stead, M. and Hastings, G. (2018) Advertising in the
social marketing mix: getting the balance right. In
Social Marketing (pp. 29-43). UK: Psychology Press.
 Wilson, R.M. and Gilligan, C. (2012) Strategic
marketing management. UK: Routledge.