HI5004 Marketing Management: Apple iPhone 6S Brand Strategy Report

This report provides a comprehensive analysis of the marketing management strategies employed for the Apple iPhone 6S. It begins with an overview of the product, including its key features and competitive landscape, highlighting competitors like Samsung and Sony. The report then delves into environmental scanning, examining political, environmental, social, legal, economic, and technological factors influencing the iPhone 6S. Market segmentation is explored, identifying three key customer segments: brand loyalists, tech enthusiasts, and status-oriented consumers. The report outlines the target market and forecasts sales, followed by a detailed analysis of brand positioning, promotional strategies, and the use of a perceptual map. The consumer adoption process is examined, covering awareness, interest, evaluation, trial, and adoption stages. The pricing strategy, distribution channels (including Apple stores, online platforms, and electronic firms), and the integrated marketing communication matrix are also thoroughly discussed. Finally, the report explores advertising, sales promotion, personal selling, and public relations strategies used to promote the iPhone 6S. This analysis aims to provide a complete understanding of Apple's marketing approach for this product.

Marketing
Management
Apple iPhone 6S

Brand Positioning and Brand
Equity
The Apple iPhone 6S is the:
• Ninth generation smartphone
designed by Apple Inc.
• With strengthened chassis
• 12 megapixel camera
• Updated system-on-chip
• Enhanced fingerprint recognition
sensor along with “Hey Siri” abilities.
• The new facet of the iPhone 6S is
the “3D Touch” that capacitates
pressure sensitive touch inputs.

Competitive Information
• Significant competitor of the product are
android phones like Samsung Galaxy S6
Edge, Sony Xperia Z5 Premium, Samsung
Galaxy Note 5, HTC One M9 and LG G4 .
• The competition is based on the display
technology featured in these smartphones
such as the QHD AMOLED and Force
Touch display that are present in Samsung
and Sony, however not in the iPhone 6S.
• CPU used in iPhone 6S, is limited to two
while Android flagships have upgraded the
core to at least 6 in count.
• Cameras are also inferior compared to the
Android phones.

Environmental Scanning
Political Factors:
• Free trade policies
• Reduced political
disturbances
Environmental
Factors:
• Adoption of sustainable
practices
• Ecological trends
Social Factors:
• Sociocultural trends
• Questionable Anti-Apple
sentiments
Legal Factors:
• Strict privacy regulations by
governments
• Lawsuits regarding third
party repair services
Economic Factors:
• Stable economic conditions
• Improved GDP
Technological Factors:
• Increasing cloud computing
demands
• Growing demands for
technological integrations

Market Segmentation
The market for iPhone 6S can be divided into three segments:
• First segment: This segment constitutes of the customers with
high loyalty towards the brand, who are willing to purchase the
products of the company at the premium prices to get access to
the features and services the products have to offer.
• Second segment: This segment consists of the technically oriented
customers who are curious new technological innovations that the
company introduces.
• Third segment: This comprises of the people who used the Apple
products as status symbols and are social acceptance oriented.

Demand ForecastedMarket positioning
statement
Target Market
Apple aims to fulfil the
aspirations of the
people, so the high
price is justified with
the help of user friendly
operating system
making the lives of the
people easier.
The target market for
Apple is the individuals
possessing high income,
thereby the niche
market.
The company estimates a
minimum of 12 million
units to be sold in the Asian
markets at the least within
the first 3-5months of the
launch of the products.
Further the company also
forecasts an increase in the
sale of iPhone 6S due to
the post sales marketing
strategies.

Brand
PositioningThe brand positioning for Apple iPhone 6S
is firstly influenced by the association of the
brand Apple, having created a niche in the
market, any product that the company
introduces is pre-hyped and demanded in
the market since the launch date of the
model is announced. Various other
attributes influencing the position of the
product in the market can be altered and
manipulated with effective advertising and
promotional strategy. The promotional
strategy of Apple for the iPhone 6S follows
the aggressive strategy, wherein the
company utilizes unique ideas to promote
the product in ATL (Above the Line)
platform, since they are promoting a
premium product.
With the help of a perceptual map, the position of the brand in
the market shall be clearly understood. The Apple products are of
premium quality and are hence, have prices higher than the
other similar products in the m market. The Apple iPhone 6S with
advanced features like the 3D Touch, is also priced higher than
the existing products of the company with promising deliverance
of its unique facets combined with the brand name of Apple.
Perceptual Map of Apple

Identified Niche for the Product
The Niche market is a subset of a market, wherein a
particular type of product is concentrated. Apple is
situated in the niche market segment, wherein the
company produces goods that are highly demanded and
hence have high income potential. The competition for the
products of the company are few, since Apple has
established itself in a position wherein its prime
competitor is its own reputation for innovative products.
Apple itself is one of the leaders in the global smartphone
industry. The followers of the iPhone 6S can be identified
as Samsung, One Plus, Xiaomi and such other companies.
The product shall be launched in a market wherein the
brand Apple has a well established position in the
smartphone industry.

Consumer Adoption Process
Awareness: At this stage, the
customers are made aware of the
innovations incorporated in the Apple
iPhone 6S such as the new 3D Touch
and improved camera specifications
through advertisements in television,
social media, print ads and such other
marketing means.
Interest: Herein, the customers
become interested in the chosen
product and searches for the
specifications of the innovation, and
such other functions, services,
availability, brand, price, color and
other relevant aspects of the iPhone 6S.
Evaluation: In this stage, the customer
has already gathered the information
and applies the same for evaluating the
worth of the innovations. The
customers compare the attributes of the
chosen product with the existing
products in the market to decide about
the investment in the product.
Trial: This stage is crucial as the
customers try out the product in a
small scale in order to verify the
information gathered previously. The
customer can either buy the product
or try out samples in retail stores.
Adoption: In the final stage the
customer adopts the product by
purchasing it, having evaluated the
varied facets of the iPhone 6S.

Pricing strategy
The pricing strategy for Apple iPhone 6S incorporates a premium pricing
strategy. The price of iPhone 6S was at $199 for 16GB, $299 for 64GB
and $399 for the 128GB variant. The hardware and the interface are
designed to provide appropriate value for the price. It must also be noted
that Apple utilizes skimming price for its products as the iPhones have a
higher price than the other phones especially the android phones in the
smartphone industry. The unique technology that the company provides its
customers with, has a value added pricing system, which makes the
customers focus on the products sold by the company than the products of
the organization’s competitors.
It must also be mentioned that Apple attempts to enhance the
demand of its products like the iPhone 6S, through differentiation. Apple
creates demands for its products by providing the company with a power
over the pricing of the products with the aid of innovative advertising,
secured brand loyalty, and hype regarding the product before the launch
date. By setting the price above the average range, Apple procures an
artificial barriers for new entries in the market.

Distribution Channel
The distribution channel that shall be implemented in
case of the iPhone 6S is through retailing. In the
process of distribution, Apple utilizes varied channels,
from which the first method of distribution is the Apple
website wherein the customers can pre order the
chosen product even before it is available in the
market. Secondly, the Apple stores that are located
across the globe in distinct buildings, making it easily
accessible for the customers. Thirdly, the huge range
of electronic firms through which the company
distributes its smartphones. For instance, Amazon,
which is the prime online avenue where iPhones as
well as other Apple products are available. The
management at Apple also strategized the method to
acquire the appropriate customers by overhauling their
previous supply chain and making it efficient and lean,
thereby reducing the inventory levels and enhancing
the sales margins.

The Integrated Marketing
Communication Matrix for
iPhone 6S

The Integrated Marketing Communication Matrix for iPhone 6S
With the help of this matrix the implementation of the marketing and promotional
strategies for iPhone 6S can be explained in details. As per the information on the table,
it can be identified that the individual and segmented or mass communication can be
influenced by two way marketing communications wherein, interactive listening and
learning through informal dialogues can be initiated by planned messages. This can be
done with the face to face communication between the company personals and the
customers, word of mouth in the E-commerce sectors, viral videos and database of the
product; conducted within communities of interest and internal marketing teams of the
organization with the aim of promoting the chosen product. On the other hand, the mass
market can be highly influenced by the conventional methods of marketing such as print
media, social media marketing, radio and television ads, in app advertisements and so
on, that shall put forth messages aimed at brand loyalty. These advertisements are
created for the wide customer base and loyalty markets of Apple.

Metho
ds:
Advertising
The Apple Inc. utilizes this option expertly by featuring unique and
relatable taglines along with lucrative images of the products. To
advertise iPhone 6S Apple can utilize the videos shot by people around
the world and showcase them instead of bragging about the innovative
features of the product. This aids the maximization of the interaction
between the customers and the company and thus can focus on the
creativity of the customers to influence the sale of the product.
Another option is of endorsing celebrities to advertise the product in
mass media platforms with a message that shall have an impact in the
lives of common masses such as environment related topics, women
empowerment, gender and racial equality and such others.
In order to enhance the advertising strategy Apple can
research on the demographic groups that use the products of the
company and thereby steer the advertising campaigns accordingly. The
aid if the iAds can also be taken for the promotion of the product,
wherein the ads for iPhone 6S shall be incorporated in the iPhone
applications. Advertisements in varied social media platforms in the
method of interaction like a survey or short game can influence the
popularity of the product in the global market.

Sales Promotion
Apple can implement promotion of free gifts, loyalty program
cards, seasonal sales and discounts in order to lure the
customers to buy the iPhone 6S. Another facet that can be
utilized for the sale of the product is the Apple stores, wherein
the customers have a chance to use the product and gain a first
hand experience of the innovations incorporated in the product.
During Christmas period, the organization can use the free
giveaway technique by offering small but useful gifts to the
customers at the time of purchase of the iPhone 6S. The formal
loyalty program conducted by Apple to promote their premium
products can also be utilized in the sale of this particular
program. Other types of interactive sales promotion can be done
with the help of trade shows or promotional events conducted
by the organization, wherein there could be inclusion of events
in which the customers can participate. This would result in the
increased demand and interest for the product.

Personal selling
In this method, the company can hire certain efficient sales
personals to implement face to face selling of the chosen
product. The wide expanse and brand image of the Apple Inc.
would influence the sales predominantly. By this method, the
genuine feedbacks of the customers can be known to the
company directly. With the employment of this technique the
firm can improve its business to customers sales.
Public Relations
The public relations team of the Apple Inc. is already efficient in utilizing
varied unique marketing strategies and the same can be utilized for the
iPhone 6S. The success of the marketing communication depends
immensely on the public relations of the organization, and the methods
that can be utilized in this matter is effective corporate social
responsibility activities of the organization. The interactive sessions for
promotion of the product among the customers prior to the launch of
the product is maintained by the public relations team and hence can
include activities for the customers that involves them using the features
of the new product for conducting certain activities. The promotion of
the products in variegated social media platforms is decided and
operated by the public relations teams, herein the products can be
advertised with attractive and relatable taglines that inspires the
customers.