Analysis of Apple's Marketing Strategies: A Comprehensive Report

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, covering product strategy, segmentation, targeting, and positioning. The report explores Apple's brand recognition, brand personality, brand identity, and brand affinity, highlighting how these elements contribute to its success. It examines Apple's product strategy, including its focus on quality, design, and customer needs. The report also discusses the company's approach to standardization and adaptation of strategies in the international market, considering the balance between global consistency and local market requirements. The analysis includes discussions on marketing equipments, profitability, revenue generation, and customer attraction. The report concludes by summarizing the key findings and implications of Apple's marketing strategies.

PRINCIPLE OF
MARKETING

Table of Contents
INTRODUCTION.......................................................................................................................................3
1) Current marketing strategy of apple....................................................................................................3
2. Standardization and adaptation of strategies in the apple company.....................................................6
CONCLUSION.......................................................................................................................................8
REFERENCES..........................................................................................................................................10

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 analyze 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 IPod 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
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 iPods 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, iPods, iTunes, I
Phones, and IPods. 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.

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, iPods and IPods. Apple is also establishing
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 IPod, 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 fulfill 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. 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 IPod 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
them various functions and features in only one device (Smith, 2012). They are adopt branding
strategy which help in analyzing 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 IPod 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. 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 colorful 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 color, 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
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 analyze 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 analyze 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

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 trustable 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.
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. It includes brand identity, brand positioning, brand affinity and
brand recognition of the apple company products.
2. Standardization and adaptation of strategies in the apple company
Standardization and adaptation of strategies in the international market
In a particular new market entry of strategy is chosen to expand the standardization for
the company. This is important factor for entering in new market area. Standardization provides
various advantages of cost but they fail in highlighting such differences and similarities among
few individuals in the large market. Adaptation strategy will be implemented for highlighting
differences among various individuals in the market (Biswas and et. al., 2013). This will help in
providing extra cost and assist in making competitive price of the product and services. The
standardization can be applied for developing international marketing and in the same time when
adaptation implement and address the unique factors of local market places both of these factors
are not mutually exclusive and the level of demand and needs will be maintained in effective
manner between them. The apple company can use standardization strategy for expanding their
supply chain management, service process, employee relation and some other operations of

business which help in achieving desired goals and objectives of the firm. At the same time
Apple Company will introduce smart phones, I phones, IPods, tablets, and many other gadgets in
the market. The adaptation strategy of Apple Company is also link with marketing strategy of
business. They are capable of reaching the both standardization and adaptation strategies in the
international market. The company which also relate to this approach is Samsung Company.
They are providing different electronic product and services to their customers. The marketing
strategy of Samsung is help in attracting large number of customers towards their brands
(Laczniak and Murphy, 2012). It is important for international business is to take advantage from
both strategies such as standardization and adaptation by maintaining required balance between
them.
Advantage and disadvantage of adaptation and standardization
Standardization
 Advantage - The lower cost help company in attracting more customers and also
enhancing scale of economy of the country. This will also protect their brands in proper manner
by doing changes and modifications in their offering products. The major advantage of
standardization is that apple company build effective identity by use of it.
 Disadvantage - The lack of adaptation in different market area and always change in
market structure. There are poor qualities of products which offer to their customers in the
different segment. Lack of uniqueness among product is another disadvantage for the company.
Adaptation
 Advantage - The Company will respect local marketing sellers and fulfill all the needs
and demands of the customer by covering whole market area (Blattberg and Deighton,
2011). They are build strong image in the market and attract large number of customers.
 Disadvantage - By using adaptation method firm can spend higher income and it is time
consuming process also. This is implementing their product in poor manner. By using adaptation,
it is difficult for the company is to identify actual demand and want of consumer.
Apple Company marketing mix
The marketing mix of apple company is important for know the actual position of their
brands and products in the market area (Christopher and Peck, 2012). There are various
marketing mix brands area that includes price, products, promotions and prices of the
organization.
 Product - The product of Apple Company are very popular in these days among
customers such as watches television, Smartphone, I phones, computers, etc. The products are
grown day by day and gain attention of domestic and international consumers. The sales of
laptop and computer are reducing in the last year because I phone is very popular among buyers.
Apple products are attractive and quite large in size.
 Place - Apple Company distribute their products in different market segments. They are
sale their product by online and offline mode. They are distributing their products among small
retail stores and also they provide various goods through various sites such as Amazon, eBay and

many others. They are distributing their product by the help of local retailers of the market.
There are various local retailers whose sale apple company products in their stores. There are
different distribution channels of apple such as apple website, online sites, apple stores, corporate
sellers, local retailers, etc.
 Price - Apple Company build a strong image of their product among consumers. Apple
cannot provide cheap products to their buyers and also they are not lower their cost of product in
any manner. The firm will follow pricing strategy which helps in creating high and valuable
technology. They are produce innovative and creative technological products for satisfying all
consumers' demands and wants in effective manner. They sells PCs and laptops to the customers
with the help of the changing their pricing strategy (Zipf, 2016). Apple products are unique in
design, simple in technology and easy to understandable. The pricing strategy of company
impact the investment of capital in each product that includes raw material technology, research
and development and workers.
 Promotion - The marketing strategy of apple is also effective with their product line.
They use different types of techniques and tools for promoting product and services in the large
market. For generating more income it is important for an organization is to use various
promotional methods such as advertisement publicity, internet, social media, and many other.
Apple Company promotes their product through their websites and other internet channels. They
use television and newspaper for marketing their product and address the different features and
uniqueness of their commodities in proper manner. Social medial help in introducing new
product in the market (Strauss, 2016). Apple Company identifies their products by using unique
design and sign on it. In current year the sale of goods are reduces so that the competition is
increased day by day. The prices of product are high and also change in the latest and current
trends. But apple introduce their new product and diversify in the new market place. They
position their product at the top market place where they are easily gain attention of customers.
They are adopting various promotional strategies for making and developing their product more
innovative for their customers.
CONCLUSION
From the above mentioned report it can be concluded that marketing help in promoting
various products and services of the firm among consumers in the large market place. Principle
of marketing refers to that strategy which helps in improving company marketing performance.
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. 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. 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. 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 standardization can be applied for

developing international marketing and in the same time when adaptation implement and address
the unique factors of local market places both of these factors are not mutually exclusive and the
level of demand and needs will be maintained in effective manner between them.

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<https://toughnickel.com/industries/PrinciplesofMarketingPart1BasicConceptsandFun
damental>. [Accessed on 22nd November 2017].