VALUE COMMUNICATION

1. Iphone in all it communication has tried to communicate two things:

‐ Show customers the value rather than the price of the product: The value
proposition is all that answers the customer's question: "Why should I choose
you over a competitor?" Apple is consistent with its own pricing even though
it is many times higher than its main competitor because it has a strong value
proposition and is focused on promoting its unique value.
‐ Not only creating products but also creating experiences for customers:
To create an experience that customers remember is partly related to the art
of storytelling to evoke emotions and add sensory aspects to the entire
experience journey. When customers have had a memorable and engaging
experience that will keep them coming back again and again. That helps
customers immerse themselves in what they're doing, not just buying a
product.
‐ Focus on customer emotions: Apple doesn't use jargon and complicated
explanations that dazzle potential customers. They approach customers by
thoroughly researching their target audience, understanding how they interact
and chat on social networks. Focus on communicating the aspects they care
about most about your products and services, using the language they'll use.
Apple ads often show happy people having a great time with their IPADs and
IPHONEs instead of focusing on memory or battery life.
2. The economic value communicated through:
‐ By selling individual products and bundled products (đưa một số sản phẩm
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‐ The value and advantage of iOS software.
‐ Launched many Iphone products, always upgraded as well as created new
models according to market demand.
3. The psychological value communicated through:
‐ The "luxury" factor: We're talking about the popularity of the iPhone
among celebrities, actors, musicians, athletes, and all sorts of other public
figures. Apple has become a "must use" brand not only for the creative world,
but also for sports people, entrepreneurs, and so on. What these people have
in common is that if we know about them, it means they must be successful
in some area, and this is what gives the iPhone "aura" of luxury.
‐ The appearance of the device is beautiful: Besides the richness of versions
and forms, the iPhone product lines are also available in all colors for
customers to choose from.
‐ Information security: the need to protect personal information is always
concerned. With the feature of "locking" multi-layered information, the
iPhone is favored by users because it understands basic human rights.
‐ Smooth and stable operation: Apple's smartphone is commented by many
people as easy to use. iOS has an intuitive interface layout with application
icons and physical buttons on the iPhone are also minimized. Apple products
continue to show stability and smoothness when they can open many
applications, do not need to restart the device to free up memory.