Apple (IPhone 11) Marketing Mix

By Tolga, Pedro and Gazal

 Price
Price refers to the list price of a product or service, any discounts
offered to customers and consumers, bundling packages, and credit
terms.

The prices for the IPhone 11 start at $699 - $1,099. The pricing
method used by Apple is a demand based method. The company
uses a method based on the customer’s demand and perceived
value of the product. The customer’s responsiveness to purchase the
product at different prices is compared and then an acceptable price
is set.

Apple also uses based on skimming method. This means that they
set high prices in the introduction stage to maximize their profit and
then reduce their prices over time.
 Place

Place refers to the channels of distribution, and the inventory and

logistics involved in the distribution of a product or service

Apple has strict guidelines as to who is allowed to sell their products.

To ensure control over distribution, the company authorizes certain
stores to sell their product, including the upcoming IPhone 11.

Apple product distribution includes:

● Apple Stores
● Online Apple store and App Store
● Authorized retailers such as Telecom Companies

This creates exclusivity which might limit reach, however it also

reinforces the high-end image of their products. Because of this
exclusivity, Apple has lower distribution costs and is able to invest in
other areas such as product research.
 Promotion
Advertising strategies, the involvement and importance of a sales
force, and the use of publicity and sales promotion to increase
market awareness.

Apple is currently the Market Leader for the smartphone industry.

This position itself acts as publicity for the IPhone. Furthermore,
the dramatic yearly launch events for the new annual IPhone
attract a lot of attention from the media, tech savvy customers and
smartphone users by unveiling revolutionary technological
features and unique ideas offered by each year's new IPhone.
Furthemore, through heavy use of billboards and media platform
advertisements, Apple ensures that they can reach current and
potential customers and attract traction to their new products
 Product
The functionality of a product or service, accompanied by the brand
image and the packaging of the service or product.

The product consists of stainless steel chassis with a matte finish that
is available in midnight green and gold finishes, on which lays a 6.1
inch LCD screen, ergonomically and aesthetically designed in size.
The IPhone 11 comes with a wide, ultra-wide, and telephoto. Also
offering night mode, it allows one to photograph at night as well as
during the day.

Apple iPhone offers a unique operating system, running at better

speed than any of its present competitors, providing flexibility in the
software through highly efficient hardware
Deliveroo Marketing Mix

By Tolga, Pedro and Gazal

 Price
Price refers to the list price of a product or service, any discounts
offered to customers and consumers, bundling packages, and
credit terms.

This service is essentially the same thing as ordering food from a

restaurant, however this company brings it instead of a
personalized driver hired by the restaurant. Their pricing strategy
is one of a simplistic manner and is quite similar to that of other
delivery companies such as Uber Eats or Talabat.

These companies tend to use the exact same prices for the food
as each individual restaurant lists them, however they do charge
an extra fee for the delivery, typically ranging between 5-15 aed
depending on the restaurant’s location compared to the
customer’s.
 Place
Place refers to the channels of distribution, and the inventory and
logistics involved in the distribution of a product or service

Deliveroo has their main headquarters set up in London, U.K.

Considering that they still operate in several countries across the
world, 200 cities across 12 countries to be exact.

The main benefit that comes with this company's service, when it
comes to the place, is the fact that they are an intangible service
and can be moved and used anywhere, as long as that area is
within their operating limits. Hence, making it much easier to
expand into different companies and markets when being
compared to a specific good or service that requires many tools to
operate efficiently.
 Promotion
Advertising strategies, the involvement and importance of a sales
force, and the use of publicity and sales promotion to increase
market awareness

Deliveroo has a similar strategy of promotion when compared to

the market leader in the U.A.E, which is Ubereats. They use
promotional codes that take a discount off the price of the food
being bought, typically ranging between 5-10% and having a
minimum order price of around 50 aed. Not only Promotion codes
but they also have certain promotions regarding different
restaurants, which appeals to customers of those restaurants
causing them to use Deliveroo instead of another competitor.

As well as using Social Media platforms such as Instagram and

Snapchat to appeal to their core audience (people aged between
18-34). Although Deliveroo uses Social Media marketing as a
strategy they also tend to use popular games that are booming
within the app-store as another platform of marketing.
 Product
The functionality of a product or service, accompanied by the
brand image and the packaging of the service or product

Deliveroo offers their services through an app available in both

the Google Play Store and the Apple App Store. The app acts
a portal through which several restaurants' menus can be
accessed, and through which entrees, breakfasts, lunch,
dinners, and desserts can all be bought easily. The
accessibility that this app provides makes Deliveroo's service
very easy to acquire, use and adopt as your prefered means
of ordering food.
Thank You