Student examples provided may not depict the techniques perfectly and must not be copied as they are

for your inspiration and to aid further research only.

Always use the course content as your reference.
 Unit 1 – Evolution of Marketing

Assignment 1 brief:
You are now a freelance digital marketing consultant with a range of clients. Your latest client Apple, a leader in consumer electronics, has
asked you to review its marketing mix (7P’s) and provide your findings. Style and design are a critical element within Apple and as a result they
want you to deliver your findings in a very visual manner including pictures, videos and a written description. You will submit one pdf
document which includes images, links to video(s), a written report and a link to your blog article.
 Unit 1 – Evolution of Marketing

Section One
Product

Figure 1; this image shows a range of different Apple iPhone sizes and models.
Freytez (2017)
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Figure 2; “Apple is marked with simplicity in design and convenience in usage” (Dudovskiy, 2018). This image of the Silver
Macbook Air demonstrates this perfectly.
Pixabay (2014)
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Figure 3; Apple products are famous for being high quality and very durable (Dudovskiy, 2018). The high quality of the iPhone camera is
artistically demonstrated in this image.
Life of Pix (2015)
 Unit 1 – Evolution of Marketing

This video demonstrates a historical snap shot of the iPhone, its features, and how it has adapted to the ever-changing needs of its consumer
market between 2007 and 2017. https://www.youtube.com/watch?v=XEojIRYk0UI.
Apple Explained (2017)

This next video gives us an insight into some significant changes to Apple’s products over time; 30 years in 2 minutes.
https://www.youtube.com/watch?v=vwJsS FIt0E.
Katz (2010)
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Place

Figure 4; this black and white image shows a creatively designed Apple Retail Store.
Pixabay (2015)
 Unit 1 – Evolution of Marketing

Figure 5; selling through third-party retailers has meant Apple can further reach its target audience through shops such as FNAC, which might be more accessible
than a physical Apple store, for some users.
9to5 Staff (2007)
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The following YouTube video highlights the user experience of an online Apple store. This is constantly evolving and improving to make the
customer journey as stream-lined as possible. https://www.youtube.com/watch?v=uaMHIVFpK40

Ashur (2016)

In this video we see an advert which is showing another aspect of Place – third party cellular network carriers. This is another way in which
Apple products are distributed. https://www.youtube.com/watch?v=uTnIO-QnKkE

BigShoulderDevices (2011)

This next video is demonstrating the Apple online store for resellers – yet another aspect to consider when studying Place.
https://www.youtube.com/watch?v=QKpHelX41t8

Apple’s Blog (2010)

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Price

Figure 6; this image demonstrates examples of Apple’s skimming pricing strategy, whereby the newer products are the most expensive.
Carnoy, 2017
 Unit 1 – Evolution of Marketing

This video showing Steve Jobs back in 2007, ahead of the launch of the iPhone, presenting Apple’s thoughts and ideas behind the pricing
strategy. https://www.youtube.com/watch?v=6Brw4B33Jyo

Engagement Broadcasting Network (2016)

The video here gives us a quick insight into Apple executing a ‘price anchoring strategy’. https://www.youtube.com/watch?v=f0uBANguiQs

Chapman (2010)
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Promotion

Figure 7; here we can see how Apple are utilising a more traditional promotional tactic.
Broussard (2017)
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Figure 8; here we see an interesting way of promoting, combining traditional styles with new, modern ones. The billboard is showcasing a
photo that an Apple customer sent in, using the hashtag campaign #ShotOniPhone.
Nudd (2017)
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This video, showing iPhone advertisements over time, demonstrates how Apple has moved with the times to meet customer needs. For example,
for the iPhone 3GS, the advert focused on video being a new feature, whereas later versions did not need to point out that video was part of what
was being offered. This is because it is a given that video is a feature of any new iPhone – instead they focus on how it has improved.
https://www.youtube.com/watch?v=4JoSq2CAgsk

TechTalkTV (2017)

The iPhone X advert, as seen in this next video, demonstrates how Apple is always staying at the top of its game by incorporating the very latest
technological developments into its newest products, for example wireless charging and Face ID.
https://www.youtube.com/watch?v=mW6hFttt_KE

Apple (2017)
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Physical Evidence

Figure 9; here we can see an action shot of two consumers physically experiencing two different products; one using a Mac and other using a Toshiba, one of
its competitors. The image illustrates perfectly the continuous rivalry between brands.
Allgaier, 2013
 Unit 1 – Evolution of Marketing

Figure 10; the above image demonstrates an important part of the customer journey – the packaging.
The difference in size between the iPhone 3 and iPhone 4 boxes indicates how Apple has continually
developed their packaging over time in order to satisfy customers and become ‘greener’.
Rawson (2010)
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The Apple logo is an important part of physical evidence; it is unique to Apple and is a recognised all over the world. This informative video
gives us an insight into its evolution over time, and how it has changed to ensure it stays as modern and up-to-date as possible.
https://www.youtube.com/watch?v=7GzfLqhzeDc

Abdu Geek (2016)

Here in this time lapse video, we experience two decades of evolution: changes to Apple products, as well as the evolution of the website which
is another important aspect of physical evidence. https://www.youtube.com/watch?v=a1RAqSZgmJk

Bruce (2016)

Finally, in the following video, we are shown a glimpse into one of the most modern Apple stores. Enhancing and constantly improving the
physical retail space has always been a key aspect of Apple’s marketing strategy. https://www.youtube.com/watch?v=Y8j3JHaiCd4

WIRED (2016)
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Process

Figure 11; this screenshot from Apple’s website highlights how important after sales care is to the company. It forms part of one of their many
processes which ensure that customers are always supported. This in turns increases customer retention and loyalty.
Apple Inc (2018)
 Unit 1 – Evolution of Marketing

In this video created by Apple, we learn a bit about the processes that are in place behind the scenes, particularly within the design team. Having
such processes in place are paramount to ensuring products are created efficiently and designed purely based on the needs of the customer.
https://www.youtube.com/watch?v=CEW4D CERkE

Apple (2016)

This video talks us through Apple’s rigorous and thorough interview and application process, which is a very important process because of the
already very high-quality customer service that Apple provides. Customers have come to expect this when they embark on the customer
experience and therefore potential ‘Applecare advisers’ must meet these standards. https://www.youtube.com/watch?v=2-389BmAOEI

Job Applications.com (2016)

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People

Figure 12; above we can see that there is a wealth of skills within Apple. Having the right people with the right skills is an
important part of delivering both product and service.
Dudovskiy (2018)
 Unit 1 – Evolution of Marketing

Figure 13; Apple employees enjoy many discounts and perks. It is essential that employees believe in the organisation they work for in
order for them to stay motivated and produce their best work.
Kosoff (2016)
 Unit 1 – Evolution of Marketing

In this video we see an illustration of how Apple employees are trained, and how this forms part of the world-famous Apple customer
experience. When employees, or ‘specialists’, are consistently providing top-quality customer service, it contributes to the overall customer
experience and promotes customer retention and loyalty. https://www.youtube.com/watch?v=aQ7hm7rXnRY

Business Insider (2014)

In this next video, we hear first-hand how different people employed in different areas of the business feel about their jobs with Apple, and the
reasons why its employees believe in the company. https://www.youtube.com/watch?v=CMj6G6ZALSw

Boioglu (2010)
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Section Two
Promotion within Apple’s extended marketing mix

Introduction

Promotional activities are a key aspect of the extended marketing mix; without them a product or service has no value if its target audience is not
made aware of its benefits. Examples of marketing tactics include advertising, public relations, sales promotions, personal selling, direct mail and
Internet marketing (Nizam, n.d.).

An overview of Apple’s promotional strategy

Apple focuses largely on four key elements; advertising, personal selling, sales promotion and PR (Greenspan, 2017). Apple promotes its
products through the website and physical stores, but they also have other businesses that do this for them, such as third party resellers. They use
personal selling in the form of store employees who are trained up to provide information which is aimed at persuading visitors to buy a product.
Sales promotion is also a widely-used tactic, for example some older models are often offered at lower prices. Finally, the company makes use of
PR in order to maximise its brand awareness. Examples of this would be exclusive interviews, and leaking new product features to ‘entice’ its
target audience (Greenspan, 2017). Patel (2018) explains how Apple even manages to promote itself without paid advertising, by making use of
the buzz created by positive reviews in the media, and product placement. According to Stampler (2012), Apple does not pay for its spots however
it revealed that it relies heavily on free product placement.

The effectiveness of Apple’s strategy

 Unit 1 – Evolution of Marketing

Apple’s promotional strategy is successful because it focuses heavily on customer wants and needs. Understanding this has driven customer
retention and loyalty (Nizam, n.d.). An example of this is the change in shape to the EarPods, to a shape that fits perfectly inside an ear (IFIXIT,
2018). In addition, Apple’s unique advertising highlights the quality of the products, without stating who the desired users will be. This is a great
way to encourage customers to decide for themselves; through exploring product features, they choose who uses which product and when, rather
than Apple making that decision (Nizam, n.d.).

When studying an example of a successful marketing mix, Apple often comes top of the list since it was named the world’s most valuable brand
(Elliott, 2013). This is a clear indicator of the effectiveness of its promotional activities. In fact, it has become a benchmark for companies who
wish to attain the same global awareness (Threlfall, 2018). It has achieved marketing success by ensuring promotional activity focuses on product
uniqueness, and superiority to competitor activity (Bhasin, 2018). Apple aims to promote all features which make them stand out, through exciting
new technology such as Face ID (Apple, 2017) but also by evolving secondary products, such as by creating the unique wireless AirPods (Apple,
2018). Another way of indirectly promoting a company is to appear responsible and dedicated to people and the environment. Some would say
Apple has achieved this by championing important issues such as climate change, energy efficiency, and recycling. All of this helps build a
positive perception of the company (Nizam, n.d.). Having said this, Apple has not been without criticism when it comes to its commitment to
people, and some would argue that it must have a detrimental effect on its brand. For example, Apple is partnered with Foxconn, a large company
said to have mistreated its workers (Nizam, n.d.).

How Apple has evolved its promotional strategy over time

Apple is constantly evolving and improving its products to meet ever-changing customer needs, which is notably due to fast-paced competitor
activity. There are many companies producing high-quality smartphones and devices. Back in 2007, Apple was seen as top of the market because
it had created a new concept and idea – the first iPhone. Nowadays, there are many competitor brands with the ability to produce similar products
 Unit 1 – Evolution of Marketing

(sometimes at a lower cost), creating new challenges. To take an example, Samsung are now releasing their latest phone in the S series. The new
S9 features “AR emoji” which directly rivals the iPhone X’s new feature “animojis” (Dedezade, 2017). Apple has had to adapt in order to stay
ahead of the competition. Product innovation has resulted in creative, fresh ways of marketing, which is demonstrated in the advert for “animojis”
(Apple, 2017).

Conclusion

To conclude, it is clear that Apple’s promotional strategy (which focuses on elements such as advertising and personal selling) is very effective.
Being seen as a market leader is cleverly coupled with its marketing in a suitably creative and innovative way.
 Unit 1 – Evolution of Marketing

Section Three

Please follow the URL link to see first blog post...

 Unit 1 – Evolution of Marketing

REFERENCE LIST

Abdu Geek (2016) Apple Logo History | Here is how many times Apple changes logo. Available
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Apple (2017) iPhone X – Animoji Yourself – Apple. Available at: https://www.youtube.com/watch?v=Kkq8a6AV3HM [Accessed 18 March
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 Unit 1 – Evolution of Marketing

Apple (2017) Meet iPhone X — Apple. Available at: https://www.youtube.com/watch?v=mW6hFttt_KE [Accessed 06 March 2018]

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Bhasin, H. (2018) The marketing mix of Apple Inc — Apple company marketing mix [Online], Available
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 Unit 1 – Evolution of Marketing

Broussard, M. (2017) iPhone X Billboards Appear in Toronto, London, Tokyo, And More Cities Around the World [Updated] [Online], Available
at: https://www.macrumors.com/2017/10/11/iphone-x-billboards/ [Accessed 06 March 2018]

Bruce, J.M. (2016) Apple.com 1996–2016 TIME LAPSE : 2 Decades in 3 Minutes. Available
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Business Insider (2014) The Secrets Behind Apple’s Great Customer Service. Available
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Carnoy, D. (2017) ‘iPhone 6S, 7 and SE get $50 to$100 price cuts’, Cnet[online], Available at: https://www.cnet.com/news/iphone-6s-7-and-se-
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Dudovskiy, J. (2018) Apple Marketing Mix (Apple 7 Ps of Marketing) [Online], Available at: https://research-methodology.net/apple-7ps-of-
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Elliott, S. (2013) ‘Apple Passes Coca-Cola as Most Valuable Brand’, The New York Times [online], 29 September. Available
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Freytez, G. (2017) Close up electronics [Photograph]. Available at: https://www.pexels.com/photo/apple-devices-cellphone-close-up-electronics-

341523/ [Accessed 25 February 2018]
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Katz, G. (2010) The Apple Museum — 30 years in 2 minutes. Available at: https://www.youtube.com/watch?v=vwJsS_FIt0E [Accessed 27
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Kosoff, M. (2016). Apple employees reveal the 19 best things about working for the world’s most valuable company [Online], Available
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Patel, N. (2018) ‘7 Key Strategies That You Must Learn From Apple’s Marketing’, Neil Patel [Online], n.d., Available
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Threlfall, D. (2018) ‘Why is Apple’s Marketing Just So Darn Good?’, Crazy Egg [Online], n.d., Available
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BIBLIOGRAPHY

Abdu Geek (2016) Apple Logo History | Here is how many times Apple changes logo. Available
at: https://www.youtube.com/watch?v=7GzfLqhzeDc [Accessed 07 March 2018]

Allgaier, K. (2013) Mac vs. PC…the ultimate rivalry [Online], Available at: http://allgaierconsulting.com/techtalk/2013/12/16/mac-vs-pc-the-
ultimate-rivalry [Accessed 16 March 2018]

Amadeo R. (2018) ‘Samsung’s Galaxy S9 is official with a dual aperture camera and AR Emojis’, arstechnica [online], Available
at: https://arstechnica.com/gadgets/2018/02/samsungs-galaxy-s9-is-official-with-a-dual-aperture-camera-and-ar-emojis/ [Accessed 16 March
2018]

Apple (2017) About Face ID advanced technology [Online], Available at: https://support.apple.com/en-gb/HT208108 [Accessed 16 March 2018]

Apple (2018) AirPods [Online], Available at: https://www.apple.com/uk/shop/product/MMEF2ZM/A/airpods [Accessed 16 March 2018]

Apple (2016) Apple — Designed by Apple in California. Available at: https://www.youtube.com/watch?v=CEW4D_CERkE [Accessed 07 March
2018]

Apple (2017) iPhone X – Animoji Yourself – Apple. Available at: https://www.youtube.com/watch?v=Kkq8a6AV3HM [Accessed 18 March
2018]
 Unit 1 – Evolution of Marketing

Apple (2017) Meet iPhone X — Apple. Available at: https://www.youtube.com/watch?v=mW6hFttt_KE [Accessed 06 March 2018]

Apple Explained (2017) History of iPhone. Available at: https://www.youtube.com/watch?v=XEojIRYk0UI [Accessed 27 February 2018]

Apple Inc (2018) Welcome to Apple Support [Online]. Available at: https://support.apple.com/en-gb [Accessed 07 March 2018]

Apple’s Blog (2010) Apple Store For Resellers. Available at: https://www.youtube.com/watch?v=QKpHelX41t8 [Accessed 03 March 2018]

Ashur, T. (2016) How To Order iPhone 7 From Apple Site. Available at: https://www.youtube.com/watch?v=uaMHIVFpK40 [Accessed 03
March 2018]

Bhasin, H. (2018) The marketing mix of Apple Inc — Apple company marketing mix [Online], Available
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BigShoulderDevices (2011) AT&T/Verizon iPhone 4 Commercial — Two Is Better Than One. Available

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Boioglu, A. (2010) Working in Apple Retail (boio.ro). Available at: https://www.youtube.com/watch?v=CMj6G6ZALSw [Accessed 07 March
2018]
 Unit 1 – Evolution of Marketing

Broussard, M. (2017) iPhone X Billboards Appear in Toronto, London, Tokyo, And More Cities Around the World [Updated] [Online], Available
at: https://www.macrumors.com/2017/10/11/iphone-x-billboards/ [Accessed 06 March 2018]

Bruce, J.M. (2016) Apple.com 1996–2016 TIME LAPSE : 2 Decades in 3 Minutes. Available
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Business Insider (2014) The Secrets Behind Apple’s Great Customer Service. Available
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Carnoy, D. (2017) ‘iPhone 6S, 7 and SE get $50 to$100 price cuts’, Cnet[online], Available at: https://www.cnet.com/news/iphone-6s-7-and-se-
price-cuts-offer-affordable-alternatives-to-pricey-iphone-x/ [Accessed 06 March 2018]

Chapman, G. (2010) Steve Jobs Price Anchoring Masterclass. Available at: https://www.youtube.com/watch?v=f0uBANguiQs [Accessed 06
March 2018]

Dedezade, E. (2017) ‘The history of the Galaxy: how Samsung’s superphone has evolved over the past seven years’ [Online], Available
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Dudovskiy, J. (2018) Apple Organizational Structure — A Hierarchical Structure that May Change in The Near Future [Online], Available
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2018]
 Unit 1 – Evolution of Marketing

Dudovskiy, J. (2018) Apple Marketing Mix (Apple 7 Ps of Marketing) [Online], Available at: https://research-methodology.net/apple-7ps-of-
marketing/[Accessed 25 February 2018]

Elliott, S. (2013) ‘Apple Passes Coca-Cola as Most Valuable Brand’, The New York Times [online], 29 September. Available
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Engagement Broadcasting Network (2016) PRICING: Steve Jobs and the Original iPhone. Available
at: https://www.youtube.com/watch?v=6Brw4B33Jyo [Accessed 06 March 2018]

Freytez, G. (2017) Close up electronics [Photograph]. Available at: https://www.pexels.com/photo/apple-devices-cellphone-close-up-electronics-

341523/ [Accessed 25 February 2018]
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07 March 2018]

Greenspan, R. (2017) Apple’s Marketing Mix (4 P’s) [Online], Available at: http://panmore.com/apple-inc-marketing-mix-4ps [Accessed 16
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IFIXIT (2018) Apple EarPods Tear Down [Online], Available at: https://www.ifixit.com/Teardown/Apple+EarPods+Teardown/10501[Accessed
16 March 2018]
 Unit 1 – Evolution of Marketing

Katz, G. (2010) The Apple Museum — 30 years in 2 minutes. Available at: https://www.youtube.com/watch?v=vwJsS_FIt0E [Accessed 27
February 2018]

Kosoff, M. (2016). Apple employees reveal the 19 best things about working for the world’s most valuable company [Online], Available
at: http://uk.businessinsider.com/best-things-about-working-at-apple-2016-1/#the-work-environment-is-more-mature-than-what-you-might-find-
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