Marketing Management of iPhone X: Strategies, Analysis, and Plans

This report provides a comprehensive marketing analysis of the Apple iPhone X. It begins with an overview of the product, including its features and launch details, and then delves into competitive information, environmental scanning, and demand forecasting. The report outlines the iPhone X's market segmentation, targeting, and positioning strategies. It then explores brand positioning, competitor analysis, and the consumer adoption process. Furthermore, the report examines the pricing strategy, marketing plans, and the integrated marketing communication mix employed for the iPhone X, including advertising, sales promotion, public relations, direct marketing, personal selling, and social media. The analysis incorporates relevant academic sources to support its findings, providing a detailed understanding of the iPhone X's marketing management.

Running head: MARKETING MANAGEMENT OF IPHONE X
Marketing Management of iPhone X
Name of the Student:
Name of the University:
Authors Note:

MARKETING MANAGEMENT OF IPHONE X
Table of Contents
TASK 1 –.........................................................................................................................................3
About the Product -......................................................................................................................3
Competitive Information -...........................................................................................................3
Environmental Scanning..............................................................................................................4
Demand Forecasted.....................................................................................................................4
Market Segmentation, Targeting, and Positioning Statement –.................................................5
Segmentation and Targeting:...................................................................................................5
Positioning Statement:.............................................................................................................6
TASK 2 -..........................................................................................................................................6
Brand Positioning –.....................................................................................................................6
Competitors of the Product -........................................................................................................7
Consumer-Adoption Process -.....................................................................................................8
Pricing Strategy...........................................................................................................................8
Marketing Plans...........................................................................................................................9
TASK 3 –.......................................................................................................................................10
The Integrated Marketing Communication Mix –.....................................................................10
Advertising:...........................................................................................................................10
Sales Promotion:....................................................................................................................10
Public Relation:.....................................................................................................................11

MARKETING MANAGEMENT OF IPHONE X
Direct Marketing:...................................................................................................................11
Personal Selling:....................................................................................................................12
Social Media:.........................................................................................................................12
REFERENCES –...........................................................................................................................14

MARKETING MANAGEMENT OF IPHONE X
TASK 1 –
About the Product -
The company chosen for this assignment is Apple Inc. and the product is a smartphone
that is, iPhone X (Pourahmadi et al. 2018) (Hannah et al. 2014). This product was designed,
manufactured, and advertised by the company itself and was the eleventh generation of the
smartphones. iPhone X was announced on the 12th September, 2017 along with iPhone 8 and
iPhone 8 Plus while the release date was 3rd November, 2017 (Pourahmadi et al. 2018). The
launch date of iPhone X also marked the tenth anniversary for the iPhone series’. The reason for
choosing this particular product is that it showcased what the company Apple Inc. thought the
technology of future would look like. The company introduced a lot of new features from this
generation onwards, for instance, the finger print home button was replaced by the Face ID
which used sensors to scan the face of the user in order to unlock the gadget (Pourahmadi et al.
2018). The phone also offered wireless charging and was the first iPhone with an OLED screen.
During the launch of the product, its value was US$999 which also meant that this was the most
expensive phone launched by the company, Apple Inc.
Competitive Information -
The company, Apple Inc., has almost got all the things entirely correct with its new
product, iPhone X. Apple has taken the idea for this product from all its previous handsets and
has combined them together, in order to launch a product that is in no way similar to any of the
devices the company has manufactured earlier (Jiang et al. 2016). The iPhone X has a lot many
alternatives that the buyers could prefer instead of it. For instance, Samsung Galaxy Note 8, One
Plus 5, HTC U11, LG V30, Moto Z2 Force, Samsung Galaxy S8, Huawei P10, etc (Davis et al.

MARKETING MANAGEMENT OF IPHONE X
2017). These models were designed in a similar fashion as iPhone X. Although, they are offered
at comparatively low prices with more or less similar facilities. In addition to that, these phones
offer a separate earphone or headphone jack unlike iPhone (Davis et al. 2017).
Environmental Scanning
Environmental scanning fundamentally examines and assesses the inward as well as the
outside information and variables that impact the association (Shi, Dong and Cheng 2018).
Apple is assembling the majority of its products in China where pollution and ecological
reactions are astonishing worries for the organization as it can influence the assembling cost and
guidelines (Jiang et al. 2016). Environmental scan involves the affirmation of an organization's
domain that potentially affects the association's tasks and thus, is important in contriving and
actualizing effective procedures (Davis et al. 2017). Apple Inc. is a worldwide organization that
represents considerable authority in the generation of PC programming, business servers, and
purchaser gadgets and has been active for as back as 36 years (Davis et al. 2017). Its key items
incorporate iPhones, iPad, iPod, and Mackintosh PCs. Apple is taking a shot at business
supportability program through transferring and reusing nonworking electric gadgets (Shi, Dong
and Cheng 2018). Apple is relying upon a gigantic web foundation and server
farm that can prompt increment in the power cost later on (Wesley and Barczak
2016). The company is likewise working for another innovation arrangement by giving vitality
proficient items like batteries and processor and other gear with less heat outflow (Shi, Dong and
Cheng 2018). The data underneath subtleties the ecological presentation of iPhone X as it
identifies with environmental change, vitality proficiency, material productivity, and confined
substance (Shi, Dong and Cheng 2018).

MARKETING MANAGEMENT OF IPHONE X
Demand Forecasted
There has been no lack of negativity where 2018 iPhone X deals are concerned (Liu et al.
2018). It was expected that the company will slice its business estimate for the iPhone X in the
quarter to 30 million units, down from what it said was an underlying arrangement of 50 million
units (Liu et al. 2018). The organization likewise had depicted pre-orders for iPhone X as "off
the charts." Although, there were just 4.97 million Weibo posts referencing the iPhone X so far
in December contrasted with more than 11 million for the iPhone 6 in the identical period in
2014, the examination appeared (Wesley and Barczak 2016) (Liu et al. 2018).
Figure 1: iPhone X steals the show
Market Segmentation, Targeting, and Positioning Statement –
Segmentation and Targeting:
Type of
Segmentation
Criteria of
Segmentation
Target Segment of
iPhone X
Region Internationally

MARKETING MANAGEMENT OF IPHONE X
Geographic Density Urban
Demographic
Age 20-45
Gender Males and Females
Income High earners
Occupation Managers and
executives
Psychographic
Lifestyle Explorer, resigned
Social Class Middle and upper
class
Behavioural User Status Non-users,
potential users
Benefits Sense of
achievement and
belonging
Positioning Statement:
The positioning of a brand is a showcasing effort and must be done through the
development and promotion (D’Orazio et al. 2017). An organization's image, its mechanisms, its
item, and correspondence, they all assume a noteworthy job in positioning an item (D’Orazio et
al. 2017). The positioning of the iPhone X was finished by remembering the showcasing blend
(D’Orazio et al. 2017).

MARKETING MANAGEMENT OF IPHONE X
TASK 2 -
Brand Positioning –
Brands are the soul of the organizations. They create a piece of the overall industry,
increment client reliability, enhance channel control, offer the potential for higher net revenues,
and make preparations for aggressive assaults (Wesley and Barczak 2016). The Apple Inc. brand
technique is all about the experience. Apple's passionate marking, a brand that is fondled in the
soul and psyche of the purchaser, is the technique to its survival (Hannah et al. 2014). The image
of the company is reflected through the fundamental convictions about advancement, creative
mind, and structure and is advanced through their items, ad and client experience (Hannah et al.
2014). Apple's centre skill stays to convey an extraordinary encounter through eminent UIs
(Stark 2018). The unmistakable component of every one of Apple iPhone X remains their
convenience and carefully straightforward use. To be an enthusiastic company, it must share
three things for all intents and purpose (Hannah et al. 2014). The organization should extend a
solid humanistic corporate culture; has a one of a kind graphic and verbal jargon, and build up an
association with its customers.
Competitors of the Product -
IPhone X is a phenomenal device and was the first smartphone which almost fulfilled the
idea of “full screen” display when it was launched in the market. But due to the presence of
notch it was not liked by few folks and at present there are a whole lot of products which are
preferred over IPhone X. The note series of Samsung like the note 9 and note 10, Samsung
galaxy S9, one plus 7 pro are some of the few phones which have a good choice over IPhone X
(Lassen, Madsen and Vatrapu 2014). Despite of being stagnant in the market for a long time and
being under lot of pressure Apple still holds its ground. Design and utility are the two things

MARKETING MANAGEMENT OF IPHONE X
behind the success of apple and it gives the company an advantage over its competitors. During
its release IPhone X was considered to revolutionize the market but in reality the shine from the
phone went too early than expected. During the launch over 40 million units has been sold but
the production was dropped by half in the three month period starting from January (Nolan,
Mitchell and Doyle-Baker 2014). For $1000 the product failed to turn the heads of a lot of buyers
since the flagship product of Apple did not have the looks to turn the heads in comparison to its
competitors. Even after paying $1000 a consumer has to buy a turbocharger, whereas a $300
smartphone comes with fast charger out of the box. To sum up IPhone X is basically a follower
in the present market of smartphones (Ege et al. 2013).
Consumer-Adoption Process -
The adoption of an innovative product depends on the preciseness of the information
received by the adopter. If the information provided about the product is seen to be positive and
fulfills the need of the adopter then the consumer will buy the product. Different kinds of
innovations need different times to get adapted to. Owning an IPhone showcased an increase in
the social status for the user. In the aspect of compatibility IPhone is considered to be easily
adaptable in comparison to the old phones since it is an enhanced solution to the existing needs
of the user (Ege et al. 2013). The innovation idea of IPhone is not very complex which makes it
easier to use along with its new attributes. It takes a very less time for the user to get used to the
new operating system of Apple. Apple IPhone x is targeted at the heavy users of apple products
as well as mainly people ageing from 18 to 30 years (Zhang et al. 2017). High pricing of the
product suggests that the high earners will be able to afford the mobile and it also has been
targeted for these audiences keeping that in mind. For the heavy users it will be very easy get
accustomed to IPhone X, it might take a little bit of extra time for getting adapted to the product

MARKETING MANAGEMENT OF IPHONE X
after their old product. The rate of adoption of IPhone X is relatively slow before it reaches the
critical mass.
Pricing Strategy
With the introduction of IPhone X the company has created a new kind of ultra-premium
smartphones. The steep price of the smartphone is due to the introduction of new features like
the True Depth camera as well an overall change in the design of the product. Seeing the increase
in the price by Apple other companies such as Samsung, Huawei, and One Plus also increased
the price of their flagship products. The older one plus was priced at $399 but he one plus 6 was
priced at $529 (Hu et al. 2014). Since smartphones has become an essential part of a user’s life
so a consumer is ready to buy the product which is steeply priced at four digits. Even if initially
they may show some concern later they accept the product which costs as much as their
MacBook. People uses their phones for everything ranging from watching videos to taking
photos so a premium device which accomplishes these things in a better way than others will be
given priority irrespective of the price range. 50% of the total revenue of Apple comes from their
smartphones (Meng et al. 2015). With the decline of the sales of Mac and iPad the company
depends more on the sales of its smartphones. The strategy of the company to generate more and
more revenue from its smartphones has worked really well for the past and the company will be
sticking to this strategy this year too. The company will not be making a cut in the price of
IPhone X. the people who will not be able to afford IPhone X will be opting for the lower priced
products of Apple.
Marketing Plans
Apple is a very big brand with its branches all over the world along with a large distribution sales
channel. The main segments of the product distribution of Apple are the Americas, Europe,

MARKETING MANAGEMENT OF IPHONE X
china, japan, and the rest of Asia pacific. In the greater china the operating segments of the
company includes China, Hong Kong and Japan (Latif et al. 2014). In these major markets Apple
sells its products which includes the IPhone X by retailing stores as well as online stores (Chen
et al. 2017). Apart from these things the logistical marketing plans of Apple includes a lot of
indirect channels for selling third party mobile network carriers, wholesalers, different retailers
as well as value-added resellers. Smartphone industry is a very competitive industry where most
of the brands makes use of lower pricing strategy for making the most out of the market (Latif et
al. 2014). Some of these kinds of companies who uses extreme low prices for giving the users a
valuable experience of a smartphone has become successful but they have not yet reached the
heights of Apple (Sanger and Chen 2014). The premium pricing of Apple IPhone X is only
because of its brand value. Despite the high pricing strategy followed by Apple the company still
holds a great position in the market this is because the premium smartphones of the company
provides a premium experience to its users which shows the huge consumer base and a large
market share of Apple.
TASK 3 –
The Integrated Marketing Communication Mix –
Advertising:
Apple Inc. launched an exciting new iPhone X advertisement on its social media,
YouTube channel, and this time hyping the abilities of the A11 Bionic chip that has been
incorporated with the gadget (Stark 2018). Apple has also shared different shrewd iPhone X
promotions concentrating on highlights like Face ID, Portrait Lighting, Portrait Mode, Animoji,
and many more, however this is the principal video that has explicitly featured the A11 Bionic

MARKETING MANAGEMENT OF IPHONE X
chip, which is the quickest chip ever in one of Apple's cell phones (De Mooji 2018). The
company sure knows the way in which a buzz is supposed to be created be it for any device that
it launches. Even though, the other companies have to fight to gain attention, Apple does it
effortlessly with the media (De Mooji 2018).
Sales Promotion:
Apple Inc. once in a blue moon offers some limited-time codes and concession coupons
however, they more often than not have unique provisions accessible for the products sold on
exceptional events like Black Friday and Christmas shopping season (Stark 2018). The
organization, as referenced prior, often offers discounts and premiums to its clients. In spite of
the fact that it does not give out any additional things that join the buy of iPhones or any apple
gadget for that matter (De Mooji 2018). Be that as it may, they do offer a protection guarantee
for a year which will take care of the expense of fix and inadvertent harms or the substitution of
the gadget (Dissanayake and Amarasuriya 2015). Alongside the extraordinary item, the client
administration at Apple Inc. normally transforms the buyers into its clients (Stark 2018). This
ensures that Apple Inc. is there in the long-run as the best mechanical organization.
Public Relation:
Apple Inc. adopted an uncommon and possibly inspired Public relation strategy to
advertise and promote the iPhone X (Chen, Zhang and Zhu 2017). In the typical promotional
tactic, only a few people receive the product before the others (Dissanayake and Amarasuriya
2015). As usual, the company distributed iPhone X to selective media outlets and allowed them
to circulate reviews before the phones actually were displayed for sale (Lu, Liu and Guan 2013).
A lot of the companies and organizations go to extreme lengths just to preserve privacy during