Individual Project: Comprehensive Marketing Mix Analysis of iPhone 11

This assignment is a comprehensive marketing mix analysis of the Apple iPhone 11, examining its product features, pricing strategy, distribution channels (place), and promotional activities. The analysis identifies the iPhone 11 as a shopping product, detailing its features, core benefits, and augmented aspects. The product lifecycle stage is identified as growth, and the pricing strategy is explored, including premium pricing and pricing skimming. The distribution strategy involves both direct (Apple stores) and indirect channels (authorized partners and e-commerce). Promotion strategies include integrated marketing communication, advertising across various media, and leveraging social media. The analysis highlights the company's efforts to create a strong brand image and customer engagement. The assignment concludes with a bibliography of the cited sources.

MARKETING
MIX
APPLE IPHONE 11

INTRODUCTION
• IPhone 11 is a most prominent product of Apple. This product comes
into the category of shopping products (Claessens, 2017).
• In the field of technology, Apple does not need an introduction.
IPhone 11 has highly technology advanced and unique feature, thus
it is one of the most selling product in the category of smartphone.
• The latest release of the company is iPhone 11, which experienced a
warm welcome in the technology market. With the releasing of the
iPhone in September 2019, shares of the company reached $237.64
per share which is an all-time high in October 2019 (Bell, 2019).
• Thus the study focused on i phone 11 to understanding marketing
mix analysis. According to Forbes, Apple Company obtained the
place on top of the list of smartphone companies (Forbes, 2019).

PRODUCT
• Almost every year, Apple brings a new product in the line of
iPhones, in the same order, the latest product launched by the
company is iPhone 11.
• The company has launched iPhone 11 in three Variants as iPhone
11, iPhone 11 pro and the most premium is iPhone11 pro max
with in six colors.
• Feature equipped by the iPhone 11 is a camera and display that
make the iPhone better than any phone. The iPhone 11 has a dual-
camera feature.
• The iPhone 11 has the highest battery life in the range of iPhones
released till now. The battery life of iPhone 11 is than 34 hours
that is 5 hours higher than iPhone Xs.

CORE BENEFITS
• The core benefits of smart phone provide a
mechanism of telephone.
• IPhone 11 use to is making call
• This product is also efficient to sending and
receiving messages.

ACTUAL PRODUCT:
• Almost every year, Apple brings a new product in the line of iPhones, in the
same order, the latest product launched by the company is iPhone 11.
• The company has launched iPhone 11 in three Variants as iPhone 11, iPhone
11 pro and the most premium is iPhone11 pro max with in six colours.
• Feature equipped by the iPhone 11 is a camera and display that make the
iPhone better than any phone.
• The iPhone 11 has a dual-camera feature. The iPhone 11 has the highest
battery life in the range of iPhones released till now.

ACTUAL PRODUCT
• The battery life of iPhone 11 is than 34 hours that is 5 hours higher
than iPhone Xs.
• The iPhone 11 has 'A13 Bionic chip' which is faster and more
efficient than A12 chip, that makes iPhone 11 faster and smarter with
30% more efficiency in term of less power conception to previous
chips, which also helps to longer battery life of the Phone, and this
make best smartphone to iPhone 11 for the best performance
(Hollister, 2019).
• The display in the range of iPhone 11 is 5.8 inches liquid retina HD
display and haptic touch.
• In terms of weight, iPhone11 is the lightest model weighing 194
grams (La, 2019). (Apple website, 2019).

AUGMENTED
PRODUCT
• The apple phone 11 is price Phone 11 starts from $699 , which is
available on finance with low cost EMIs.
• The iPhone 11 has 90 days complimentary technical support and
one-year limited warranty.
• The product also features of extension of a warranty period with
AppleCare Protection Plan (Apple, 2020).

PRODUCT LIFECYCLE
• Product life cycle is a process or a sequence which has various stages
through which a product pass.
• Moreover, every product has four major stages such as introduction,
growth, maturity and decline.
• The apple iPhone has been launched on September 2019. Within the
few days of release of the product company has significance growth in
sales and revenue.
• Presently company is in its growth and of the product, with continuously
increment in sales(Market Watch, 2019).

PRICING
• Price point is usefully a point on a pricing scale to represent possible
prices for a product.
• The prices point of the Apple iPhone is around $700. The Apple
iPhone 11 starts at $699.
• Pricing strategy for most of the Apple products covers large price
tags. The company follows a premium pricing strategy for its
premium products to influence and attract the higher-end users of the
products.
• The company provides unique and great products in terms of the
overall experience.
• For the iPhone 11, the company has followed a budget-concerned
pricing strategy. The company provides iPhone from $699 only.

PRICING
• The pricing strategy of the iPhone 11 is targeting two main aspects, as one is
customer retention in a competitive market and altercating and retaining
customers from the higher-end segment.
• Thus the company has offered iPhone 11 both basic at a budget price and
higher-end users who demand superior performance irrespective of money.
• To pricing strategy of iPhone is focus on retaining customers from both
premium and budget segments, Thus, the company used a balanced pricing
strategy and which is useful to increase the sales and revenue generation of
the company (Kelly, 2019).

PRICING
• In the initial and introductory phase company use premium prices
strategies, but overall pricing strategy follows by the company is
pricing skimming strategy.
• In this pricing strategy company resealed the product with higher
prices but with the time, company reduces the prices at competitor’s
levels.
• Although Apple targets to premium segments, yet company keeps the
products price nearby the strong competitors, like Samsung (Decker,
2020).

PLACE
• The Headquarter of the company is in Cupertino, California, US.
However, the company is efficiently making its presence all over the
globe with local production facilities, sales, and distribution and R&D.
• The supply chain and distribution channel of the company are spread in
the entire world, with the outsourcing of manufacturing unites of
substantial parts of the product.
• However, the production of important and significant parts of the
product is cantered in small manufacturing units at a single location.
Most of the production of the iPhones is cantered in China, but the
Trump government polices affecting iPhone production in China and
the company moving out it's manufacturing from China in recent years.
• For the transportation and Management of logistics, the company has
outsourced to logistics firms (Parently Apple, 2019).