Report: Advanced Marketing Strategies for Apple App - Module 4

This report provides a comprehensive analysis of marketing strategies for an Apple App, focusing on place and promotional strategies. The place strategy explores Business-to-Business (B2B), Business-to-Consumer (B2C), and Consumer-to-Consumer (C2C) marketing channels, with examples like Alibaba and Apple's official website. The promotional strategy examines traditional methods such as flyers, brochures, event marketing, newspapers, and magazines, as well as digital strategies like social media, email marketing, and content marketing. The report includes rationales for the chosen strategies, cost estimations for both traditional and digital marketing, and key metrics for measuring the success of each channel, such as event check-ins, lead generation, sales rates, reach, open rates, and web traffic. Appendices illustrate B2B, B2C, and C2C distribution channels.

Running Head: Advanced Marketing Strategies-Module 4
ADVANCED MARKETING STRATEGIES-MODULE 4

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Advanced Marketing Strategies-Module 4
Table of Contents
Part 1: Place Strategy.................................................................................................................3
Part 2: Promotional strategy.......................................................................................................3
References..................................................................................................................................8
Appendices.................................................................................................................................9

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Part 1: Place Strategy
Business to Business (B2B), Business to Consumers (B2C) and Consumer to Consumer
(C2C) marketing channels can be considered as best practices to implement place strategy for
the Apple App for tutoring support. According to Chaffey & Ellis-Chadwick (2019), B2B
marketing will allow Apple to sell this new App to other companies that will sell this app to
end customers. For example, Alibaba and World trade can be used as a B2B marketplace to
sell this Apple App. It is relevant as is helpful in ensuring maximum sale. On the other hand,
B2C allows companies to sell products directly and Apple can sell this app through their
official website. Apple may consider C2C companies can be used to potential customers. As
mentioned by Tonkova (2016), different C2C companies can be considered for targeting
consumers from particular countries. It helps in covering specific target market.
As B2B allows dealing with companies, it becomes easier for business to convince one or a
group of companies rather than huge number of customers (Kumar & Pradhan, 2018). Huge
amount of revenue can be generated within minimum time by using this channel.
Use of B2C channel helps to interact with customers directly. Transparency of business is
maintained and Apple can get loyal customers for their new app through this channel.
High profit can be ensured by using C2C channel as it is one kind of direct selling
(Srinivasan, Rutz & Pauwels, 2016). Apple may get wide range of potential customers
through C2C channels of particular target countries.
Part 2: Promotional strategy
“Main intention of this integrated marketing communication is to involve different
communication tools that can impact on consumer perception and needs.”

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This message is essential because it can help employees of apple to understand the objectives
of this strategy. In addition, different channels for IMC campaign can be chosen wisely that
can fulfill business objectives and popularize the product.
Three traditional strategy
Flyers and brochures: Attractive flyers can be printed and distributed among target
consumers. Moreover, different offers on subscription of the application and details about the
application can be given on brochures.
Event marketing: This is another essential traditional option that can be chosen for creating
a buzz among customers. This can be done by sponsoring or hosting an event. As stated by
Ryan et al. (2016), event marketing helps in establishing a good relationship with customers.
Newspapers and magazines: These are tools if print media and can be used to publish all
details regarding the application for tutoring support.
Rationale of the choices
These traditional promotional techniques are chosen because they can engage a large number
of customers. Moreover, creative contents in flyers and print media tools like magazines can
create interest in the application among target segments of consumers.
Three digital strategy
Social media: Different official pages of social media like facebook, twitter can be used to
attract customers.
Email: Direct mail can be done to target segments of customers. However, collection of
information is essential before this process, which can help to know the preferences of
customers.
Content marketing (blogs, websites): Creative content can be published on blogs and
official websites.
Rationale

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These channels of promotion are chosen because these are cost-effective and can attract large
base of consumers within short span of time.
Cost estimation
Figure 1: Cost estimation of traditional marketing
Rationale for estimation of costs for traditional options
High amount of costs is required for this promotional option because huge investments are
necessary for creating and printing attractive contents in print media. Moreover, organizing
an event requires huge costs that involve arranging resources and hiring planners.

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Figure 2: Cost estimation of digital marketing
Rationale for estimation of costs for digital media options
Digital media options are less costly and majority of costs needs to be invested in creation of
costs, hiring talented employees and installing and maintaining setups. These are essential
investments that can help this firm to conduct promotion of this application comfortably.
Useful metrics
Traditional strategy metrics
Event marketing: Event check-in is an important tool that can be used to measure the
success rate of this channel. Number of check-ins can help to measure the popularity of a
brand or product or company.
Flyers and brochures: Increase leads are the metrics that can be applied here. Attractive
flyers can help to increase intention of purchase among target consumers, which can rise
number of leads.

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Newspapers and magazines: sales rate is an essential metrics that can be applied to
measure success rate of this channel. Increase in sales can happen if attractive contents are
published through print media.
Digital media metrics
Social media: reach can be used as a metric to measure performance of this tool. Reach
helps to understand the size of the audience for a message.
Email: For measuring email marketing success, open rate can be used. This helps to
measure number of time emails have been opened. Hence, this can help to measure the
response of customers.
Content marketing: Web traffic can be used as a metric. This is because measuring traffic
regarding content can help to judge the popularity of the product.

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References
Betancourt, R. R., Chocarro, R., Cortiñas, M., Elorz, M., & Mugica, J. M. (2016). Channel
choice in the 21st century: The hidden role of distribution services. Journal of
Interactive Marketing, 33, 1-12. Retrieved from:
https://www.researchgate.net/profile/Jose_Mugica/publication/292734614_Channel_
Choice_in_the_21st_Century_The_Hidden_Role_of_Distribution_Services/links/
56b3d9d408ae61c4805812fa/Channel-Choice-in-the-21st-Century-The-Hidden-Role-
of-Distribution-Services.pdf
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing. Pearson UK.
Kumar, V., & Pradhan, P. (2018). Trust management issues in social media marketing. In
Social Media Marketing: Breakthroughs in Research and Practice (pp. 714-732). IGI
Global. Retrieved
from:https://www.researchgate.net/profile/Vikas_Kumar146/publication/
284785706_Trust_Management_Issues_in_Social-Media_Marketing/links/
56bc82f908ae588320018aac.pdf
Ryan, D. (2016). Understanding digital marketing: marketing strategies for engaging the
digital generation. London: Kogan Page Publishers.
Srinivasan, S., Rutz, O. J., & Pauwels, K. (2016). Paths to and off purchase: quantifying the
impact of traditional marketing and online consumer activity. Journal of the Academy
of Marketing Science, 44(4), 440-453. Retrieved from:
http://www.academia.edu/download/41985739/Paths_to_and_off_Purchase_Quantifyi
ng_th20160203-30075-uasoen.pdf

Placing order
Delivery of App
Processing of order
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Tonkova, E. (2016). Automated marketing and the need to revise traditional practices.
Journal of Emerging Trends in Marketing and Management, 1(1), 167-174. Retrieved
from: http://www.etimm.ase.ro/RePEc/aes/jetimm/2016/ETIMM_V01_2016_77.pdf
Appendices
Appendix 1: B2B Channel of distribution

Placing order
Delivery of App
Processing of order
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Appendix 2: B2C Channel of distribution

Mediator Company
Receiving money
Receiving App
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Appendix 3: C2C Distribution channel