A Comprehensive Report on Marketing Strategies for the iPhone XR

This report provides an analysis of the marketing strategies employed for the iPhone XR, focusing on its introduction and sales in the Canadian market. It examines the product's features, pricing, and its positioning as an alternative to the iPhone XS. The report highlights Apple's strategies, including the use of the 4Ps of Marketing (Product, Place, Promotion, and Price) and the need for innovative approaches to attract and retain customers. It discusses the importance of finding new markets, offering discounts, opening retail outlets, and leveraging digital marketing. The report also emphasizes the significance of building brand exclusivity through email lists, VIP programs, and content marketing to enhance customer experience and brand equity. The conclusion stresses the need for dynamic marketing strategies and adapting to market changes to maintain a competitive edge.

MARKETING STRATEGY ON
iPhone
Name of the Student
Name of the University
Author Note

Introduction
• The iPhone is the new model which is to be launched in Canada
• This may be the last iPhone having the feature of LCD display
• After this, all-OLED models will be launched from 2020
• The model is of 6.1 inches Liquid Retina display
• It consists of 12-megapixel single-lens camera
• It possess A12 chip
• Price of the model will be around $750
• It can be termed as an alternative to iPhone XS
• Introduced in September 2018
• This is a lower-cost flagship model (Stephens, 2018)

Marketing Strategies
• Apple are exploring new marketing strategies for iPhone XR
• The sales is not going as vigorously as expected by the company
• iPhone can be termed as the largest revenue generator of the
organization (Ko, Phau & Aiello, 2016)
• Apple need to follow the 4P’s of Marketing
• PRODUCT is the iPhone XR

PLACE
• Apple need to find some emerging markets in Canada as well as India
to increase the sales as well as the revenue generation for the company
• The organization may have to follow some more-permanent discounts
• Need to open more branded retail outlets in Canada in order to
increase the sales
• Promotional offers and discounts need to be provided to the customers
• More promotions in shopping malls and office areas in and around
Canada (Godey et al, 2016)

Brand New Strategies
• Apple need to follow sense of exclusivity
• Have to build as well as maintain an email list, which will help to
receive reliable access to the customers of the brand
• Will help to rewards the customers with perks
• Provide extra benefits to the VIP Club Members or Elite
Customers (Atwal & Williams, 2017)
• Need to invest the money in content marketing

Conclusion
• Apple need to follow innovative ideas which will help them to
attract new people as well as to retain their old customers
• They have to plan according to the market situations and scenarios
• Need to use dynamic marketing strategies
• Have to change their plans to have a competitive edge over others

References
• Atwal, G., & Williams, A. (2017). Luxury brand marketing–the experience is
everything!. In Advances in luxury brand management (pp. 43-57). Palgrave
Macmillan, Cham.
• Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., &
Singh, R. (2016). Social media marketing efforts of luxury brands: Influence
on brand equity and consumer behavior. Journal of business research, 69(12),
5833-5841.
• Ko, E., Phau, I., & Aiello, G. (2016). Luxury brand strategies and customer
experiences: Contributions to theory and practice. Journal of Business
Research, 69(12), 5749-5752.
• Stephens, L. (2018). iPhone XR User Guide: Learn how to use the new
iPhone XR with this instruction guide.

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