Comprehensive Report: Apple's Marketing Strategies and Analysis

This report provides a detailed analysis of Apple's marketing strategies. It begins with an introduction to marketing principles and then delves into Apple's current marketing approach, including its product segmentation, targeting, and positioning. The report examines Apple's product strategy, highlighting its innovative product designs and features, and how they have impacted the market. It explores Apple's brand recognition, brand personality, and brand identity, emphasizing how these elements contribute to its strong brand equity. Furthermore, the report analyzes Apple's brand positioning and brand affinity, discussing how the company builds customer loyalty and emotional connections with its consumers. The report concludes with an overview of the standardization and adaptation of strategies within the Apple company, providing a comprehensive view of its marketing practices. The report utilizes various marketing concepts to analyze Apple's success in the market.

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
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