...Marketing Strategy Project: A New Product for Happiness And Its Marketing Strategy iPhone Love-A Phone Designed for Seniors Hanxi Zhao Hanxi Zhao Dr. Boonghee Yoo MKT 203 December. 6 2014 Dr. Boonghee Yoo MKT 203 December. 6 2014 Table of Contents 1. Definition of Happiness……………………………………………………………....2 2. Survey results………………………………………………………………………………2 3. Social Background Introduction…………………………………………………..3 4. Incorporation of Happiness to New product Idea………………………..3 5. Product Description and features………………………………………………..4 6. Core target market and its size……………………………………..…………….5 7. Rival products…………………………………………………………………..…………6 8. Product positioning……………………………………………………………..….....8 9. Distribution Strategy………………………………………………………………….10 10. Service Strategy……………………………………………………………………….11 11. Pricing Strategy………………………………………………………………………..11 12. Advertising Strategy…………………………………………………………………12 13. Sales Promotion Strategy………………………………………………………...12 14. Sales Strategy…………………………………………………………………………..13 15. SWOT Analysis………………………………………………………………………….13 16. Estimation of Revenues. ………………………………………………………….14 17. References……………………………………………………………………………….15 ------------------------------------------------- ------------------------------------------------- ------------------------------------------------- ------------------------------------------------- Definition of Happiness Every people want to be happy in his or her life...
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...4P’s Analysis of Apple’s iPhone 5 26-Nov-12 [Type the company name] Ali Word Count: 3038 Table of Contents 1. INTRODUCTION 2 1.1 Background of 4P’s principal 2 1.1.1 Product 2 1.1.2 Price 3 1.1.3 Promotion 3 1.1.4 Place 3 1.2 Purpose of the report 4 1.3 Brief information of product 4 2. Application of 4P’s of Marketing and iPhone 5 5 2.1 Product 5 2.1.1 Design 5 2.1.2 Features 6 2.1.3 Brand Image 7 2.2 Price 7 2.3 Promotion 9 2.4 Place 12 3. Conclusion 13 References 14 Figure 1 10 Figure 2 11 1. INTRODUCTION Marketing is defined by Dr Philip Kotler as “The science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit. Marketing identifies unfulfilled needs and desires.” (Goldblatt 2012, p 238) Therefore, marketing is the process that enlightens the potential customers about how a product or service is capable of delivering the value. This paper aims to analyze the 4P’s of marketing and how they are helpful in devising an effective marketing strategy capable of depicting the significance of the product in the customers’ life. For this purpose, iPhone 5 has been selected as the product for analysis. 1.1 Background of 4P’s principal 4P’s stands for four basic elements involved in the marketing of a commodity. These elements include Product, Price, Promotion and Place. This classification was first proposed by E. Jerome McCarthy in 1960s and ever since it has become an...
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...Deconstruction Exercise February 20, 2012 The two consumer products advertisements in the same product category I chose to write about are Apple’s iphone 5 and the Samsung Galaxy S3. These are both big time smart phones that are competing for the top spot in the smart phone world. I chose these two because of a commercial The Galaxy S3 came out with last year that makes fun of people waiting in line for the their iphone 5. At the end of the commercial it said, “The next big thing is already here.” The Apple ads I watched dealt with how the Iphone 5 is the perfect size for everything and how taking beautiful photos in panorama is as simple as saying "cheese". I also feel that Samsung and Apple are developing into serious competitors. Apple fully understands that all aspects of the consumer experience are important and that all brand touch points must reinforce the Apple brand. Primary customer targets is the middle-upper income professional to coordinate their busy schedules and communicate with colleagues, friends and family. Secondary consumer targets are high school, college and graduate students who need one portable multifunction device (Yang, 2011). In the Galaxy S3 ad I feel like they were targeting the Generation Y group of people. The Galaxy knows that the iphone is a huge competitor so they are taking them head on as its strategy. You want to grab and hold your viewers attention, which I believe the Galaxy S3 has accomplished. You want to keep the people interested, and...
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...Apple iPhone 5s Marketing Communications Campaigns 1.Apple Brand : Background Apple’s ethos • To create things that are a pleasure to use as well as being visually attractive and technologically innovative (hellotank.com) • Steve Jobs as CEO pushed Apple forward by breaking new ground and changing the way we live in the developed world. Apple’s brand • Apple remains a leader in innovation with a loyal customer following. • The brand helped the company to generate $40 in profit in 2012. • According to Forbes, a brand can be rated by its financial value and consumer loyalty putting it in number 1 position. • The brand is worth $87.1 billion- 59% more than its closest rival Microsoft. www.forbes.com/sites/kurtbadenhausen/2012/10/02/apple-tops-list-of-the-worlds-most-powerful-brands/ Key Dates • 1976 Founded by Steve Jobs and Steve Wozniak with just $1,300, • 1980 Apple was floated onto the stock market • 1982 Apple’s sales reached $1 billion a year • 1991 PowerBook line of notebook computers was released. • 1994 Power Macintosh line was released. • 1997 Steve Jobs was brought back to Apple and named interim chief executive officer. • 1998 iMac was released. • 2000 Steve Jobs, firmly in command as CEO. • 2001 The iPod was launched Apple opened its first retail store in Virginia • 2005 Video iPod, the fifth generation of the device, was released and pushed total iPod...
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...Introduction to pricing strategies 2 1.2 Introduction to Apple Incorporation 3 2. Skimming Price Strategy 3 2.1 What is Skimming Price Strategy? 3 2.2 When to use Skimming Price Strategy? 4 2.3 Benefits of Skimming Price Strategy? 5 3. Apple’s iPhone Strategy 6 3.1 Market Segment 7 3.2 Product Life Cycle and Elasticity of Demand 7 3.3 Brand Loyalty 9 3.4 Sales and revenues 9 4. Conclusion 11 5. References 11 1. Introduction 2.1 Introduction to pricing strategies Pricing strategy is the pursuit of identifying the optimum price for a product. This strategy is combined with the other marketing principles known as the four P's (product, place, price, and promotion) to position its brand in the market. Pricing strategy is perhaps the most critical components of the marketing mix as it is the only P’s which focused on generating revenue and ultimately profit for the company. The remaining 3p’s are the variable cost for the organization because it costs to design and produce a product; it costs to distribute a product and costs to promote it. Companies may use a variety of pricing strategies, depending on their own unique marketing goals and objectives. Some of the pricing strategies are Penetration Pricing Strategy and Skimming Pricing Strategy. A Penetration Pricing Strategy is designed to capture market share by entering the market with a low price relative to the competition to attract buyers. On the other hand, Skimming Pricing Strategy is aimed to gain...
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...failures at Apple Inc. | Content Why I chose to examine Apple Inc.'s marketing and promotions strategies…..P.3 Background………………………………………………………………….……..P.4 Initial Product Marketing & Promotion: Apple I, II and III………………...…P.4 Primary New Product Launch: “Classic Macintosh” and Family……….……..P.5 Further Success in Novel Products, Marketing and Promotions: iPod….……..P.5 Expanding to Mobile Devices: Marketing and Promoting the iPhone………....P.6 Fortified Marketing and Promotions: Operating Systems and Capabilities…..P.7 Other Marketing and Promotion Strategies……………………………….......P.7-8 - Back to School Promotion - School Bulk Purchasing - Trade-In Program Conclusions………………………………………………………………………....P.8 Reference…………………………………………………………………...………P.9 Why I chose to examine Apple Inc.'s marketing and promotions strategies. I specifically chose Apple Inc. for the marketing and promotions assignment not only because Apple Inc. is well-recognized for the quality and marketing of its products on a global scale, but also for its history. Whereas a number companies which have excelled through aggressive and strategic marketing strategies, Apple Inc.’s history reveals multiple decades of rebranding and reorientation, which led to its position and success today. From Apple Inc.’s first home computers, the Apple I, II, and III, to their latest iPhone series, Apple has established itself as a serial innovator. While some of their products have gained...
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...in market saturation was coupled with Apples falling IPhone sales which decreased from 90% growth in 2007 to 43% growth in 2012, a decrease of 47%.This left Apple in a dilemma and meant they had to choose between two possible alternatives; ‘market share and profit margins’ (page 10). Apple were keen to target a new segment of consumer in the emerging markets that were growing rapidly, with India growing 229% annually and China being predicted to ship over 400 million smartphones. However, they had a very small presence in these markets occupying a 2.3% share of the market, a dwindling amount when compared their rival Samsung who engrossed the market with a share of 91% (case page 9). Establishing a strategic plan that allowed Apple to target entering these markets presented Apple with a serious obstacle, due to the noticeable different in smartphone trends. Unlike the markets that the company had already penetrated, a premium pricing strategy would not endeavour market share. The smartphone trends in these markets exhibited a demand for products that were low budget and low cost directly correlating with consumer’s limited income. If they compromised on price they would lose revenue per phone, however not changing the current pricing strategy would mean no growth in the emerging markets. Ultimately Apple decided to adjust their pricing strategy to allow them to target this growing and profitable market. In this strategy Apple simultaneously...
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...Iphone Marketin MIX When it comes to Apple Corporation, I always expect something new, something sensational, something transformational. They made Mac that realized Graphic User Interface before Microsoft’s Windows and actually enabled us to call personal computer from just computer. They made the iPod which not only boost sales and shares of Apple and saved from the crisis but also put Steve Jobs at the center of attention. Facing 35% shares down and softened consumption that probably caused by sub prime mortgage, Can iPhone be killer product for Apple? I am going to approach iPhone’s marketing plan from the business perspective. PRODUCT ”The iPhone is like the Mac for mobile.” says Jakob Nielsen. Indeed, iPhone’s major appeal might be the function as a tiny Mac computer. iPhone has capability to operate a various software and it has touch screen only interface. People can have videoconference and get the latest information as they wish through the iPhone. PRICE Researching ebay, I found that iPhone 8GB is being sold with around $430. Even though Apple built the premium image and has a number of loyal customers, considering current softened consumption and competition model, Blackberry, the price $430 seems to be way too expensive. I think $370 is proper price point. PLACE You can get iPhone in the AT&T or Apple store. However, I couldn’t find iPhone in Walmart and BestBuy’s web page. They sell iPhone’s accessory but iPhone. However, I don’t think that the limited...
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...4MAM7A4 A research into the magic world of Apple and the Iphones: Athina Polimeri: w1406681 Le Van Huong: W141732952 Date: 21/11/2013 Contents Executive Summary: 4 1. Introduction: 5 2. Background: 5 2.1 Dates of facts: 5 2.2 Mission and vision statement of Apple: 6 2.3 The competitive advantage of Apple: 7 3. Marketing strategy: 8 3.1 Ignore your critics: 8 3.2 Turn the ordinary into something beautiful: 8 3.3 Justify your price: 9 3.4 Communicate with the language of your audience: 9 3.5 Extend the experience: 9 3.6 Build a tribe: 9 3.7 Become the name: 9 4. The success of Apple: 10 4.1 For any product that Apple creates, the people who create it have to want it themselves: 10 4.2 The product has to be easy to use: 10 4.3 Keep things simple: 10 4.4 Offer great customer service and in-store experience: 10 4.5 Apple only makes product if Apple can do it better: 10 5. Competitors analysis: 11 6. Research objectives: 14 7. Primary Research Method: 14 8. Research Findings: 15 9. Buyer Behavioral Theories: 16 9.1 Means End Chain: 16 9.2 Reference Group: 17 9.3 Classical Conditioning Theory: 17 9.4 Positioning Map: 18 9.5 Fishbein Model: 19 10. Conclusion: 22 11. Recommendations: 22 12. References: 23 Appendix: 24 Executive Summary: This report’s aim is to identify the background and history of the apple company and how the iphone is developed and become one of the most necessary products...
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...that suggests the iPhone 7 will be far less successful than both the iPhone 5 and the iPhone 6? The iPhone 6-era produced more growth than the iPhone 5-era (trend is in the right direction), AAPL is opening more retail stores in China now than ever before, China’s middle class is growing at a rate of 10% (assuming China GDP growth of 7%) and is expected to be 1.5x the size of the US middle class in 2017, and 30% of iPhone buyers are switching from Android. Although it was arguably reasonable for analysts to sound the alarm bells from 2013 through 2014 because era-over-era growth dropped from 563.3% (iPhone 4-era) to 51.1% (iPhone 5 era), it is unfounded today given a conservative iPhone 6 era-over-era growth estimate of approximately 63% (30%+ per year). This report focuses on the iPhone because it generates nearly 70% of AAPL revenue and 100% of growth. I bought AAPL on 2/16/2016 at $95.0 because the Street’s 2017 revenue and earnings estimates are irrationally low. Thesis Summary: * The Street focuses on QoQ growth rates and next quarter guidance, which equates to comparing every iPhone release with the previous release in order to project short to medium term iPhone revenue growth. This methodology would have an investor think that iPhone growth is slowing and the iPhone 7 will produce far lower growth than the 5 (~25%/year) or the iPhone 6 (~30%/year) * The reasonable/rational way to think about iPhone growth is “era-over-era” because all iPhone releases are not...
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...| Apple Inc. | Integrated Marketing | | Integrated Marketing By Apple Inc. | | Arjit | 9/2/2011 | | Contents About Apple 1 Product Portfolio 2 Apple Marketing Strategy 2 Presentations 2 Brand Strategy 3 The Apple Brand Personality 3 The Apple Customer Experience 3 Brand Loyalty 3 Effective Advertisement 3 Apple PR strategy 3 Apple Communication Strategy 4 Apple Communications. 5 iPod Marketing Strategy 5 The iPod Launch in 2001. An Absolute Flop 5 Who Invented the iPod? 5 The iPod. The Merits of Apple. 6 iPhone Marketing Strategy. 6 iPad Strategy 7 The Evolution of Apple Ads 8 1970s 9 1980s 9 1990s 10 2000-Present 15 About Apple Apple Inc. is an American multinational corporation that designs and markets consumer electronics, computer software, and personal computers. The company's best-known hardware products include the Macintosh line of computers, the iPod, the iPhone and the iPad. Apple software includes the Mac OS X operating system; the iTunes media browser; the iLife suite of multimedia and creativity software; the iWork suite of productivity software; Aperture, a professional photography package; Final Cut Studio, a suite of professional audio and film-industry software products; Logic Studio, a suite of music production tools; the Safari web browser; and iOS, a mobile operating system. As of October 2010, the company operates 317 retail stores in ten countries, and an online store where hardware...
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...helping me in finding some useful links through which I was able to get some really important information. In addition, to everyone who helped me in obtaining even the slightest information that was necessary to write this report, I want to thank you for your assistance and corporation for it is highly recognized and appreciated. EXECUTIVE SUMMARY / ABSTRACT This report shows a marketing mix for the Apple iPhone, with the purpose of introducing the iPhone to the Southeast Asia market for the first time. For instance it shows a report on how Apple can carry on with their marketing strategies such as product strategies, Pricing strategies, Promotion strategies and Distribution strategies. And after considering the available strategies the report is concluded with the most appropriate strategies which the Apple can use for its marketing of iPhone to the Southeast Asia Market. CONTENTS ACKNOWLEDGEMENT 1 EXECUTIVE SUMMARY / ABSTRACT 2 INTRODUCTION 4 SWOT ANALYSIS 5 PEST 6 MARKETING STRATEGIES 7 * PRODUCT STRATEGIES……………………..………………………………….….7 * PRICING STRATEGIES………………..…………….…………...………………….8 * PROMOTION...
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...GROUP Business Technology Strategy Coursework about Apple iPhone Cai Bichu, He Yubei, Lv Mengyu, Tu Hongting, Wang han, Wang Yian, Yang Tong 2015/12/10 Catalog 1. Abstract ......................................................................................................................................... 3 2. Background ................................................................................................................................... 3 2.1 Background of the apple company ...................................................................................... 3 2.1.1. Steve jobs ................................................................................................................ 4 2.1.2. Products -- iPhone ................................................................................................... 4 2.2 The analyses of apple’s porter 5 forces ............................................................................... 6 2.2.1. Competitive Rivalry or Competition with Apple .................................................... 7 2.2.2. Bargaining Power of Apple’s Customers/Buyers .................................................... 7 2.2.3. Bargaining Power of Apple’s Suppliers .................................................................. 8 2.2.4. Threat of Substitutes or Substitution ....................................................................... 8 2.2.5. Threat of New Entrants or New Entry.....................................
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...bus420 December 19, 2013 Course project Successful Product Strategy (Apple iPhone) Background & Current Key facts of Apple iPhone. Steve Jobs and Apple announced on January 2007, the revolutionary iPhone which was released the following June and also marked Apple's entry into the cellular phone marketplace. As described by Steve Jobs as "a wide-screen iPod with hand controls... a revolutionary mobile phone... and a breakthrough Internet communications device," the iPhone was the first Apple-branded consumer device to run on OS X (now known as iOS7). The iPhone was sold in two configurations, a 4 GB model sold for $499, and an 8 GB model for $599. In September 2007, Apple discontinued the 4 GB model, and dropped the price of the 8 GB model to $399 (a $100 Apple Store credit was offered to angry early adopters). In February 2008, a $499 16 GB model was added. All models were discontinued in June 2008, with the release of the iPhone 3G. As don’t with every other model when new iPhone comes out. Strategy/Project under investigation. iPhone has always been forward thinking and they have come a long way since 2007 when they introduced the iPhone 3G. Forward thinking is what the iPhone 5s is now. It is a 64 bit mobile architecture in pioneering. It also has a new innovating feature of a fingerprint identity sensor. All of these services are at the service of every person who is interested in a mobile phone. iPhone 5 set a precedent. Apple engineers and designers managed to...
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...achieve goals of competitiveness, a company must come up with an operational strategy. This could be efficiently charging a low price to reach more customers. It could also focus on newness, such as creating products that are innovative. I read Apple’s September 10th, 2013 press release, which announced the new iPhone 5s as well as the iPhone5c. The iPhone 5s has similar features of the iPhone 5 as well as newly added features. The chip in the new iPhone is an A7 as compared to the A6 chip in the previous model. There is also a fingerprint sensor feature so users can unlock their phones by using their fingerprint. Apple introduced another phone, the iPhone 5c. This phone targets those consumers who are more price-sensitive. The price of the iPhone 5c is only $99 for the 16gb model. Both phones are offered in an array of colors. The 5s comes in silver, gold, and gray, while the 5c comes in green, blue, pink, yellow, and white. As stated earlier, chapter 2 focuses on competitiveness, strategies, and productivity. This article from Apple Inc. has content that ties to these concepts. Apple has engaged in a low cost strategy by creating the more affordable iPhone 5c. Apple has also engaged in newness by introducing a completely new product to its product line, the iPhone 5c. The flexibility of these new products is that consumers are able to choose from 3 colors for the iPhone 5s and 5 colors for the iPhone 5c. Another innovative feature Apple came out with was that consumers can...
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