Marketing Strategy for Innovation

This assignment delves into the crucial intersection of marketing and innovation. It examines various marketing strategies employed to drive innovation, including design thinking, green marketing principles, and successful approaches to new product development. The analysis draws upon academic research and industry best practices to provide a comprehensive understanding of how marketing can effectively support and shape innovative endeavors.

MARKETING DESIGN AND
INNOVATION

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
The benefits and value derived by the clients or customers or recipients..............................1
Uniqueness of its design elements–shape, color, design, imagination, relevance & Usefulness
................................................................................................................................................4
Its brand appeal in relation to competitors in contemporary markets....................................6
Task 2 Self Reflection .....................................................................................................................9
CONCLUSION .............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing design and innovations are very important business activities that help to
achieve organization objectives. Market design is the rules through which the market participants
interact with each other. It plays a significant role in promoting innovations, in the present age of
competition all the businesses are essentially require to create an effective market design and
innovations. Apple has made a great achievement by evolving from IPhone 4 to IPhone 6. With
the evolution of new technologies and innovative ideas of the company they made a successful
position in the minds of customers as well as in the market. Startlingly, iPhone 1 was presented
by Steve Jobs the phone had three functions in one: an iPod, a groundbreaking portable handset,
and a web browser. Then came, iPhone 3G it was having a feature of 3G as in internet
connectivity. Further, the company brought iphone 4 with new feature of touch screen, face time
and a great camera quality with high resolution. Next in race came the Iphone 5 s its body was
sleek and with IOS 8.4. The best innovation that took place till now was iphone 6 s. In the
present report the iphone 6s is selected. The study shows the benefit and value derived by the
customers, such as live wallpapers now people can set the live wallpapers as their photo.
Because the live pictures and the moments can be save. They come up with the unique feature of
SIRI. That has also elaborated below. The uniqueness of Apple's iphone and the brand appeal in
relation to its competitors. The report will helps us in determining the benefits of the product for
the customers. Moreover, the study shows my learning outcomes. As the customers need
innovative product to enable and enhance the social status to assist in leading the comfortable
life. The product evolved dynamically from an ipod to Iphone 6s. The specification of Iphone 6s
is defined as the marketing tool of Apple to build up the strong image in the market place.
Iphone 6s has built up the strong brand name in order to deliver the best services to the
customers through which strong image of the product can be created within the market place.
TASK 1
The benefits and value derived by the clients or customers or recipients
Maslow's Need Hierarchy
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Figure 1 Maslow's Need Hierarchy
The product selected is Iphone 6s. The customers get full satisfaction regarding the
product as it is one of the leading brands in the world as the customer value is related to the
product that is delivered to them is analyzed with the Maslow's Need Hierarchy to benefit the
customers and add on value to the status that is describe.
The core benefits and the value given to its customers are: The basic need in today’s
word is having a phone so that one can get in touch with their loved ones iPhone 6 covers it.
Next comes Safety structures of iPhone 6 is revised as an excellent facilities such as pass code, PIN
code, device lock the phone contains the icloud facility which automatically take the past data.
Further comes belonging needs, One of the most important benefit for the customers of iPhone 6
is that it has provided improved camera features facilities with live photos so that the customers
can capture the memories and can later play and see it. Next in line is self-esteem need. For this
the company fulfills the need by using its brand name. iPhone has become a style statement in it
gives a bright light min the customer’s mind will purchasing it. Lastly, self-actualization needs as
per the self-actualization need the innovative attributes and features are introduced like other
phone brands do not have this face time feature (Mootee, 2013). Therefore customers can take
better quality of pictures and capture their special or memorable events through using such
product.
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The front camera has a brand-new flashlight. Rather than introducing an isolated sensor,
Apple has come up with the front display flash for a Nano second (Markets, Innovation &
Design, 2015). Therefore the features provide security to the customers. Apple has come up with
a 3D touching sensors in both iPhone 6s and the iPhone 6s Plus. There is an eye which has retina
that displays support 3D Touch. The light pressure touch is different from the long press touch.
The innovation is that when somebody presses long on the Apple screen it shows several
contextual options that could act as shortcuts and let individual perform tasks in a fast and easy
manner. The feature is valuable for the customers as through a simple taps they can do all things
very quickly.
Apple introduces the super useful Family Sharing. People have complained for years
about ebooks, music, movies; hence Apple has come up with such new features. For instance-
Mom can buy a CD or DVD and let the kids watch or lend it to grandma but not her digital
downloads. This feature is useful for those clients who are far from one another and having such
feature depicts the value of sharing. With the help of this feature the innovation is being diffused
in form of the new product which is offered to the customers as per their preferences. IOS 9 Software: The iPhone 6s and iPhone 6s Plus works with iOS 9. It is the new
software in the mobile operating system the software is beneficial for the customers due
to fast assistance, new improved Siri features, coquette Maps app, to a brand new Notes
app and the News app. The customers get advantageous through taking benefits of all the
new apps very quickly. Improvements in iSight camera: Both the new iPhone come with innovated cameras,
which has 8-megapixel to 12-megapixel camera. The scope of the iSight camera has
enhanced and the color accuracy has also got better. Thus, the customers will be highly
benefited from using these innovated features. They can take best pictures and can share
with others. To keep the noise low, the company introduced deep trench isolation which
makes the photo diodes isolated and gives fine color. Tap and hide photos: One of the most persistent annoyances in iOS has been the lack of
a way to select multiple photos with ease. In recent years, Apple added a "select all"
button, but it appears only when you are searching through your deleted photos and want
to delete everything or recover the entire folder (Michalek, Feinberg and Papalambros,
2005). Now, you can simply select one photo and drag your finger to continue selecting.
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The feature isn’t dependent on owning the iPhone 6S — you just need iOS 9 on your
device — but it’s been enough of a pain point for iOS users that it’s worth a special
mention.
 Big Benefits in Plus Size: Perhaps individual can read this far and wonder where the hell
is the hardware discussion. Individual can get it this subhead, and the back-to-front
approach is deliberate, because digital lifestyle and benefits should be first considerations
when buying any modern handset, not price or features. The limited list sets the stage for
features and benefits, which fit into a larger lifestyle.
Uniqueness of its design elements–shape, color, design, imagination, relevance & Usefulness
In order to explain the uniqueness of the respective design elements, proper structure is
followed to prove uniqueness in the product which was offered to the clients by Apple. The
theoretical model help the design the entire new product with the key features to attract more and
more customers. Apple has categories the entire series of iPhone and other handsets to predict
and imagine it usefulness to the customer which are present in the market place. This makes the
product unique and the relevancy is being addressed with the uniqueness in the various designing
elements which are discussed below:
Shape and design: Apple has come up with a phablet-sized iPhone 6 plus and the size of
the product is also enlarged with upright screen. This is being the most unique feature and it has
been a competitive advantage over the competitor's products especially in the category of Iphone.
Apple in its new iPhone 6 and 6 Plus typically comes up with metal +rounded-edges design
which entices the customers to purchase it on higher quantity (Mootee, 2013). It brings many
brand new features, from fast assistance and new improved Siri features, coquette Maps app, to a
brand new Notes app and the News app. The innovation is that when somebody presses long on
the Apple screen it shows several contextual options that could act as shortcuts and let individual
perform tasks in a fast and easy manner. Hence, it is apparent that different shape and design
elements persuade the customers more towards Apple's products.
Color: The color of Apple’s iPhone 6 is introduced in three shades, Gold, Silver and Space
Gray. These colors remain the same from Apple's last year offering of the iPhone 5S. These
colors make iPhone unbeatable from and any other brand. But the iPhone 6 does not look like the
iPhone 5S in any way and there are changes made in the front screen of the device as well.
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Hence, according to the same, it can be said that Apple is more concerned about the physical
attributes of the products.
Relevance and Usefulness: The siri feature of apple is most useful and relevant. Falling
squarely in the “new to iOS but not really new” category is the iPhone 6s’ new Hey Siri feature.
Earlier iPhone models have a similar feature, but the phone needs to be plugged in for Siri to
listen while the screen is off (Hauser, Tellisand Griffin, 2006). The Touch ID is now two times
faster and more accurate as well; hence this entices the customers to change their purchase
decisions. Apple has come up with a 3D touching sensors in both iPhone 6s and the iPhone 6s
Plus and this shows that the product is highly useful for the clients. There is an eye that contains
the retina that displays support 3D Touch which provides protective feature in the mobile
phones. The light pressure touch is different from the long press touch (Markets, Innovation &
Design, 2015). The light pressure touch helps in quick tap to any item with a smooth functioning.
This function helps the individual in easy access to the iPhone.
The Product Life Cycle
Along with this iPhone 6s also have the relative features that are beneficial for the customers
as it provide the new software in the mobile operating system the software is beneficial for the
customers due to fast assistance, new improved Siri features, coquette Maps app, to a brand new
Notes app and the News app.
Figure 2 Apple Product Life Cycle
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(Source: Markets, Innovation & Design, 2015)
The Product Life Cycle - This is the strategy which is adopted by Apple to release the
new series of iPhone with the help of the various distribution channel. With the addition to the
uniqueness of the product the product life cycle theory is stated in order to consider the three
distinct stages. The first iPhone came in to existence in 2007 as a nascent. Further, it evolved
from a baby to a teenage with iPhone 3g with new feature of fast internet. Then it entered into a
rising teen where customers got attracted towards its body as Iphone4 s. with evolution of iPhone
5 s it made its place in the market with one of the best brand of phone. It came into competition
with its rivals.
The product is being innovated with additional feature which help them to differentiate
their product form the other products of the competitors. The uniqueness is maintained from the
introduction stage as this will help them to meet their specific demands of the clients. As the
growth stage determine the early adoption of the product that is being launched by Apple to cater
the large number of customers. At the maturity stage, the series of iPhone was considerably used
adopted by the clients as the fashion icon. Further, with iphone 6 everything was colorful and
with new features like SIRI made the life of customers easy. Calling with as vocal saying. All the
elements of this theory helped Iphone 6s which is the new product of Apple to meet up with the
current trade patterns and bring innovation and develop the market place to cater the large
number of customers. Apple analysis all the aspect in order to meet the requirements of the
customers which are unique and out of box. The product features are standardized with the help
of proper research and development.
Its brand appeal in relation to competitors in contemporary markets
Looking at the present condition of Apple Inc it can be said that, it is a successful
business generating highly qualitative and state of the art and style oriented client electronics as
well as computer systems for suitable price. Considering the band appeal of the company’s
products it can be said that they are highly technical and consumer friendly. Apple's IPhone
branding may result in display of a much broader range of attributes and specification,
characteristics more than just innovation and affordable pricing. There are several features that
differentiate Apple Inc from its competitors like Samsung, Sony etc. however; these dimensions
assist in attracting customer’s brain like iPhone that address genuine consumer anxieties and
emotions (Grant, 2009). Constantly improving technology is the leading factor for the brand
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appeal of Apple Inc. further, this factor has been one of the major sources of attracting large
number of audience from around the world and it offers the value of product to consumers and
the advantages it has over conventional competing products and the gap it fills in their lives. The
brand strategy adopted by Apple to compel the consumers is:
Apple’s main success factor lies in its boasting ability to continually delivery of very high
quality values at very rational prices with very long product length of service and durability.
Apple treats its customers as if they are modern day god. Apple uses social media social media
as it is the most potential tool to promote the entire series of iPhone and increase brand exposure.
Best of all, these powerful social media tools are free to use. This in turn gives Apple the same
opportunity as the corporate giants to promote their brand (Füller and et.al, 2006). Apple uses the
technique of writing blogs about the iPhone, its specifications, functions and new innovations.
Blogging is a powerful platform for them to establish themselves as an expert and a thought
leader in phone market. They write e blog about issues and topics related to phone and
innovation in its feature. They share useful and educational content with their target audience.
By consistently adding advanced quality and useful content, they gain so many benefits.
In the present scenario, Apple provides a synchronized, harmonized as well as integrated
customer experience all over the company’s main devices, utilizing iCloud as the digital hub
(Foxall, 2014). It is on the procedure of prolonging this experience outside the company’s
controlled setting through presenting deep integration with social media network such Twitter
and Facebook on iPhone, Mac and iPad.
The company brand personality is about simplicity and getting rid of complications from
the lives of every individual, people driven Apple product design, and on the subject of being a
surely humanistic business with a sincere and genuine connection with its clients all over the
world (Beverland, 2005). Apple’s meteoric rise in brand value can be attributed to the way it has
created a seamless omnichannel experience for customers. By keeping consumers at the center of
everything it does, Apple is able to anticipate what they want next and break new ground in
terms of both design and performance.
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Figure 3 Brand Positioning
(Source: Mootee, 2013)
Brand Positioning – Audience needs - Regarding brand positioning, the Company’s brand personality is about
simplicity and getting rid of complications from the lives of every individual, people
driven Apple product design, and on the subject of being a surely humanistic business
with a sincere and genuine connection with its clients all over the world. That is why they
have evolved a feature called SIRI. This feature helps in doing the phone work by audible
voice. Hence, making the life of people easier. It has been positioned itself at the highest
position regarding the brand. It has become one of the best brand of phone in today’s
complex lifestyle of people. Competitive offering - Thus Apple holds an exclusive position in minds of the customers
as its product are innovative and with many features. It is a sort of “A” rated product
from the buyer’s point of view. In terms of competition there are several features that
differentiate Apple Inc. from its competitors like Samsung, Sony etc. however; these
dimensions assist in attracting customer’s brain like iPhone that address genuine
consumer anxieties and emotions in appositive way.
 Core brand value - The advantage that the brand brings to the organization is that
customers are attracted towards its product. Even if they are expensive in price then also
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because of the brand name “APPLE” buyer crave to buy it as it has become the style
statement in public.
Task 2 Self Reflection
This module seeks to explore detailed information about the products of Apple's and its
designing and innovation elements which makes all the products competitive at market place.
With the through assessment of the requirement of the clients the marketing and design is
obtained to identify and analyze the hurdles which are faced by me while carrying out the study.
Objectives of the module:
Indeed, central objective of the module is demonstration of how strong marketing
positions can be constructed and defended around an organization's design and innovation
expertise. Hence, on such basis, I have learned a few things about the concept of marketing.
I came to know about the concept of production which says that, in order to reduce the
cost of production and to bring it down to the minimal range, Apple indulge all the operations in
effectual manner.
This helps the company in meeting the economics of the large scale and as a result cost of
operations has been reduced. Therefore, as per the discussion, I came to conclude that the cost of
production on a single unit is reduced and minimized.
Knowledge acquired through the module:
Working on this module has encouraged my learning and comprehensive ability and I
came to realize that customers get attracted towards the products of Apple because they are more
quality concerned. Apple has been focusing on this aspect and as a result, the business entity has
to put more efforts in direct marketing approach.
While, I was developing the study, I have conducted analysis about the business products
of Apple and I came to know that the entity has been emphasizing on huge investment so that
brand value of all the products can be encouraged. Keeping in view this concept, I can say that
Apple has been concentrating adequately on their marketing efforts so as to make the customers
aware about diversified products and services for the entire series of iPhone. The brand name of
Apple is enough to persuade customer's attention; thus it can be said that the marketing strategy
of Apple is valuable and useful for the company. The present study has challenged my analytical
and critical thinking because I have deeply researched about the conceptual framework of
marketing. I can say that marketing is considered as core element for Apple because that helps
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the business entity to retain its position in competitive market place. Further, I have also realized
that Apple does not focuses mainly on advertisement and promotional elements because the
brand itself has created such an image among customers where in end users purchase products
from Apple only. The main customer segment of Apple are brand conscious people and higher
class people who have the ability to purchase luxury goods and services.
In the realm of technology, Apple has been dominating the market because of the quality
and innovative products it has in the existing product line. I have seen varied customers who
prefer to purchase products from Apple merely because they consider the brand as a symbol of
reflecting their status in the society. Hence, I can say that preparing the research study has helped
me to challenge my critical thinking and this also helped me to think beyond the capabilities. The
overall learning level has augmented a lot and I am now able to conduct these sort of studies in
future as well.
Moreover, from this module, I can easily identify and evaluate the main characteristics of
iPhone 6s along with the services provided by Apple. Company's design and innovative aspects
have helped me in acquiring knowledge regarding marketing perspective on both functional and
operational level. Therefore, I am now able to distinguish between main characteristics of the
product with the designing elements. Further, with this learning I can state the difference
between consumer preference and market trends. Further in this report, I came to comprehend
the aspects through which Apple is able to derive competitive advantage in the external market
place. I got to know that customers are satisfied after using the products because the phone has
several benefits.
Through the study of organization I gained knowledge about the marketing techniques
regarding the ways through which brand image of the company can be encouraged. For example:
Apple uses social media and blogging technique to increase its brand and this also assists the
business entity to target more market segment. This in turn gives Apple the same opportunity as
the corporate giants to promote their brand in mobile industry. Additionally, the present module
aims to provide an integrated and practical approach because it offers imperative management
techniques which are primarily directed to develop design and innovation aspects in different
products. However, one of the major challenges that I experienced while preparing the study is
involvement of several articles that were irrelevant and germane. This has affected my work and
authenticity factor; however later on, I have made several transformations in the module to make
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it highly correct. I gained knowledge about the marketing concept, strategy and the specification
of the product and the deep insight of the marketing technique.
Hurdles faced while proceeding through the module
The present module highlights the complex nature of market due to its ever changing
nature. Exploring a range of creative, analytical and technical processes, I am able to generate
ideas about marketing strategies of the business entity. I have prepared the study with adequate
sources so that I can enhance the credibility factor. Concluding, the research report, I can say that
the study is readable because it has taken data from useful sources. I would like to suggest
further readers to consider the study because it has included conceptual and theoretical
framework about the research topic. Hence, in terms of conclusion, it can be said that marketing
is such a process where in creative and innovation is required so that to entice the mindset of
customers and also to make them aware about existence of different products at the market place.
My concepts are clear related to marketing and I am now also able to undertake sessions on the
same topic.
Future benefits acquired through studying this module
This module helped me in gaining creative ideas in designing market strategy through which
I got to know that Apple brought new features, from fast assistance and new improved Siri
features and the News app. This innovative idea aided me in gaining knowledge about the Apple
screen it shows several contextual options that could act as shortcuts and let individual perform
tasks in a fast and easy manner. The entire range has the uniqueness and will b adopted by the
vast number of customers.
CONCLUSION
This module also helped me in knowing different theories related to marketing and also the
different concept of marketing. The insight of this module will also help me in growing my
career in a professional front. Hence in overall this report aided me in knowing the role of
marketing design and innovation. As it plays an important role in understanding the marketing
design and innovation of the Apple iPhone series.
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REFERENCES
Journals and Books
Beverland, M. B., 2005. Managing the Design Innovation–Brand Marketing Interface: Resolving
the Tension between Artistic Creation and Commercial Imperatives. Journal of Product
Innovation Management. 22(2). pp. 193-207.
Bordegoni, M. and Rizzi, C., 2006. Community based innovation: How to integrate members of
virtual communities into new product development. Electronic Commerce Research.
6(1). pp. 57-73.
Foxall, G., 2014.Corporate Innovation (RLE Marketing): Marketing and Strategy. Routledge.
Grant, J., 2009.The Green Marketing Manifesto. John Wiley & Sons.
Hauser, J., Tellis, G. J. and Griffin, A., 2006. Research on innovation: A review and agenda for
marketing science. Marketing science. 25(6). pp. 687-717.
Hsu, Y., 2011. Design innovation and marketing strategy in successful product competition.
Journal of Business & Industrial Marketing. 26(4). pp. 223-236.
Jedlicka, W., 2009.Packaging Sustainability: Tools, Systems and Strategies for Innovative
Package Design. John Wiley & Sons.
Kumar, V., 2012. 101 Design Methods: A Structured Approach for Driving Innovation in Your
Organization.John Wiley & Sons.
Michalek, J. J., Feinberg, F. M. and Papalambros, P. Y., 2005. Linking marketing and
engineering product design decisions via analytical target cascading. Journal of Product
Innovation Management. 22(1). pp. 42-62.
Mohr, J. J., Sengupta, S. and Slater, S. F., 2009. Marketing of High-technology Products and
Innovations. Pearson Prentice Hall.
Mootee, I., 2013. Design Thinking for Strategic Innovation: What They Can't Teach You at
Business or Design School. John Wiley & Sons.
Mozota, B. B. D., 2005. Design Management: Using Design to Build Brand Value and
Corporate Innovation.Skyhorse Publishing Inc.
Ogrodnik, P. J., 2012. Medical Device Design: Innovation from concept to market. Academic
Press.
Stamm, B. V., 2008.Managing Innovation, Design and Creativity. John Wiley & Sons.
Verganti, R., 2013. Design Driven Innovation: Changing the Rules of Competition by Radically
Innovating What Things Mean. Harvard Business Press.
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Online
Concepts of Marketing, 2015. [Online]. Available through:
<http://www.marketing91.com/concepts-of-marketing/>. [Accessed on 25th December
2015].
Markets, Innovation & Design, 2015. [Online]. Available through :
<http://www.bucknell.edu/MarketsInnovationDesign>. [Accessed on 25th December
2015].
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