Apple's Marketing Strategies and Market Expansion in India

This report examines Apple's marketing strategies in the Indian market, focusing on its market entry and application of the 4Ps marketing model: product, price, place, and promotion. It analyzes Apple's decision to target the premium customer segment in India and the challenges it faces due to higher prices compared to competitors. The report proposes strategies for Apple to expand its market share, including entering the lower-priced product segment, targeting younger consumers with discounts, and expanding its distribution channels, particularly in rural areas. Furthermore, it suggests enhancing promotional activities through physical stores and seminars to increase brand awareness and improve personal selling to enhance the customer experience. The conclusion emphasizes the importance of adapting strategies to gain a competitive advantage in the Indian market.

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Marketing

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Introduction
In the recent time, Apple has been growing its business to a large extent. It is selected
due to the growing demand of its product in several countries across the World. Due to the
technological advancements or significant shift toward the branded products, Apple
Company has been selected. In the further section, discussion has been carried on the choice
of market that Apple has entered. India has been chosen as the foreign market for the further
discussion.
Choice of the market and reasons for entering of Apple into India
For the foreign market, India has been selected. It is because customers have shifted
toward the IPhone more in the recent time. The major reason for entering into India was the
lack of any technological advanced phone. It has analysed the market properly and reached to
the conclusion that India still has few market. Besides this, India also not had any luxurious
mobile brand before Apple. Due to this, Apple has decided to enter into India by targeting the
premium class of customers. It is true that India was having the very low range of premium
mobile phones before Apple Company entered into the Australia. Indian people have belief
that the Apple has high or standard quality tag due to this they tends to prefer the Apple
products over other products. However, it is also facing several problems in India due its
higher pricing of the handsets. This has also decreased the demand of IPhones in India. Due
to the presence of several products in the lower prices, customers prefer to shop those.
Other options that Apple can get by applying the marketing model
4PS marketing model by expanding its target market
 Product: Apple has wide variety of products in Indian market. In spite of this, it is not
able to gain huge success that other companies have gained. Due to this, it can enter into the
lower range market segment by launching the lower price products. It can also target the
youngsters by providing discounts on its product in India (Tidd and Bessant, 2018). It is
because youngsters get more attracted toward the premium mobile phones when they get the
product in lower price as compare to any other brand. It can also enter into the market of
camera eye lenses that Samsung has launched in South Korea. It will help the Samsung in
increasing the market base as well as demand in the India market. It can also enter into the

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market of electronics where it can get huge customers due to its strong brand image (Zhang,
Heinemann, Liu, Baugher & Schupp, 2016). In the recent time, customers also want such
electronic products that have technological advancement.
 Price: Using the low price strategy, it can also gain the huge market growth. Using
this strategy, it can target the higher class as well as lower class people of India. It will assist
it in gaining the higher profit margin that it is earning recently. This will also provide it the
competitive advantage in the Indian market. It can also add few more features in its high
quality products. It can therefore divide the market segment into two segments. The first
market segment can be made for the premium customers and the second market can be made
for the middle and lower class customers. With the adoption of such policies, it will be able
to gain the more customers (Nagle & Müller, 2017).
 Place: In India, Apple has very few stores. Due to this, several customers are not able
to purchase the product (Zhang, Heinemann, Liu, Baugher & Schupp, 2016). Due to the
presence of several rural areas in India, customers are not able to enough access to such
services. Therefore, it can target the rural area people too by opening its more stores. In this
way, it can increase its market segment by opening several new stores across different part of
India (Gupta, Pal & Muttoo, 2016).
 Promotion: Recently, Apple does its promotion by using several advertising channels
such as advertising and websites. Besides this, several people in the rural areas are not aware
about its unique products. In order to increase awareness among those customers, it can
promote the Apple thorough its physical stores. It can also conduct the seminars that will help
it in informing about its wide range of services as well as unique features about the products.
Personal selling can also be improved by the Apple Company, which will further help it in
enhancing the experience of customers (Piercy, 2016).
Conclusion
In the limelight of above discussion, it can be concluded that Apple has entered
successfully into India by targeting the premium customers. However, it is not able to gain
huge success due to the higher prices of its products. It can also stop the market by targeting
the youngster has to make purchase. It can also enter into the lower price category of
products. Due to lack of awareness among the rural people of India, it is not able to create as
much demand that it can create by charging the lower price of customers. Due to such

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reasons, it can also launch the products in the category of lower price. This will help it in
gaining the competitive advantage over other brands.
References
Gupta, R., Pal, S. K., & Muttoo, S. K. (2016). Network Monitoring and Internet Traffic
Surveillance System: Issues and Challenges in India. In Intelligent Systems
Technologies and Applications (pp. 57-65). Springer, Cham.
Nagle, T. T., & Müller, G. (2017). The strategy and tactics of pricing: A guide to growing
more profitably. Routledge.
Piercy, N. F. (2016). Market-led strategic change: Transforming the process of going to
market. United Kingdom: Routledge.
Tidd, J. and Bessant, J.R. (2018). Managing innovation: integrating technological, market
and organizational change. United States: John Wiley & Sons.
Tripathi, D. R. (2018). Promotional Mix Strategies for Services in Rural Market. Indian
Rural Market: Opportunity and Challenges in the Global Context, 1(1), 248-257.
Zhang, Z., Heinemann, P. H., Liu, J., Baugher, T. A., & Schupp, J. R. (2016). The
development of mechanical apple harvesting technology: A review. Transactions of
the ASABE, 59(5), 1165-1180.