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Web. 15 oct. 2012.

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1. Pick a product or service.
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2. Research and answer the following:
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What is distinctive about the company that you chose? (roughly half page)
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What has the company done in its marketing mix in terms of product, price, distribution, and marketing communication that has created brand equity and loyalty? (roughly 2 pages)
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How have advertising and other forms of marketing communication aided in building the brand? (roughly
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Source your information.
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Use the following Apple sample below as a guide to help you formulate your answers.
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SAMPLE: Apple is one of the most recognized brands in the world. How did the company achieve this distinction? What has the company done in its marketing mix in terms of product, price, distribution, and marketing communication that has created such tremendous brand equity and loyalty? How have advertising and other forms of marketing communication aided in building the brand?
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Below is a brief summary of key elements of Apple’s marketing strategy, reflecting each of the 4Ps. Your responses to this question should reflect the key points discussed here.
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Product Strategy: Apple releases few but highly anticipated high-end products that reflect innovative technology and sleek design. Steve Jobs’ strategy was to develop and sell brand new, innovative products which blended art and technology in order to provide a simple and streamlined user experience. This strategy skyrocketed Apple to the forefront of the smart phone market, making Apple a force to be reckoned with beginning with their original release of the iPhone in 2007.
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Promotion: Apple has done a superior job of creating a brand personality and building an emotional connection with its customers through marketing communication. Apple’s advertising has been instrumental in making Apple the iconic brand that it has become. In 1984, Apple created a commercial for the Macintosh that is now regarded as a watershed event in the history of the brand. In later years, Apple’s advertisements established “traits” such as ‘creative’ (for example the “Think Different” campaign in late 1990s) and “intelligent” (for example, the “Get a Mac” campaign that told viewers why Macs were better than PCs). Today, Apple’s advertisements try to highlight qualities such as “hip and cool.”
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Apple’s logo is an equally significant contributor to success of its brand communication campaign. Initially Apple was marketed as “Apple Computer Co.,” with the imagery of Newton sitting under an apple tree. In 1976, this complex logo was replaced with a simpler but more colorful rainbow “bitten” apple logo. In 1998, the colors were sacrificed in favor of the monochrome logo that we now see on millions of iPods and iPhones. The current logo reflects the minimalist design philosophy that Apple has made its own.
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Distribution Strategy: In the late 1990s and early 2000s, Apple, like other consumer electronics companies, was dependent on big-box retailers to sell its products. While this strategy made sure that Apple products were widely available, it gave the company little control over point-of-sale customer experience as the retailers’ staff was usually not trained in selling Apple products. To address this problem, Apple launched what it prefers to call as significant stores. These stores, with amazing architecture, are located in prime locations of major cities such as New York, London, Paris, Shanghai, etc. The sales staff that man these stores are trained not to sell. Instead they are asked to respond to customer queries and provide solutions to customers’ problems. In these stores, you’ll find “The Genius Bar,” where specially trained staff offers one-on-one training to customers on how they can maximize their use of their Apple products.
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Pricing Strategy: According to Forbes Magazine, Apple uses a “high price, high margin strategy.” Some feel that the company’s insistence on this strategy is limiting profit growth, since they clearly could sell more phones at a cheaper price. Clearly, this pricing strategy sends a message to consumers about the product’s quality and status.
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Sources: http://www.saleschase.com/blog/2012/04/17/how-apples-branding-strategy-made-it-an-icon/#sthash.UXOEvy8f.dpuf by Dave Bui, Travlos, Darcy. “Apple: Product Commoditization?” Forbes. Forbes Magazine, 15 May 2012. Web. 15 Oct. 2012. http://www.forbes.com/sites/darcytravlos/2012/05/15/apple-product- commoditization. “The Cost of Apple’s High Price, High Margin Strategy”, printed in Forbes Magazine website. May 6, 2013, Apple’s Innovative Distribution Strategy Revealed,” written by Dave Bui, April 9, 2012.
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