Name: Muhammad Abdur Rahman

ID:1833-2019

Course: Media Planning and Buying

  Marketing Plan For a Brand
Industry: Technology Brand: Apple Inc
 About the Company:
 Apple Inc. has 9 products, 7 services and 378 retail stores
worldwide
 Apple Inc. headquarters in California.
 It was incorporated as Apple Computer, Inc. on January 3,
1977, and was renamed as Apple Inc. on January 9, 2007 to
reflect its shifted focus towards consumer electronics.
 Apple was founded by Steve Jobs, Steve Wozniak, and Ronald
Wayne on April 1, 1976 to develop and sell personal computers.

 Products Overview:

Its consumer software includes the OS X and IOS operating systems, the
iTunes media browser and the Safari web browser. Its best-known
hardware products are the Mac line of computers, the iPod media player,
the iPhone Smartphone, and the iPad tablet computer. Apple Inc. is an
American multinational corporation headquartered in California that
designs, develops, and sells consumer electronics, computer software
and personal computers.
 SWOT Analysis

Here’s a detailed analysis of Apple’s strengths, weaknesses,

opportunities, and threats.
 Strength

1. Economies of Scale
2. Loyal Consumers
3. Healthy Financial Performance
4. Innovation, Research and Development
5. Globally recognized brand

 Weakness

1. Limited distribution network for its goods

2. High selling prices
3. Dependence on sales in high-end market segments

 Opportunities 
1. Expansion of the distribution network for wider consumer
electronics market reach
2. More widespread and aggressive marketing for higher sales
volumes based on high demand
3. Development of new product lines in consumer electronics and
online services
  Threats

1. Aggressive competition involving large multinationals like

Samsung, Amazon, and Microsoft
2. Imitation involving firms that compete based on low prices
3. Rising labor costs in various countries where the company
maintains production facilities

 4p’s of Marketing

A company’s marketing mix includes the strategies and tactics involved

in implementing a marketing plan. Marketing mix focuses on specific
4Ps variables of product, price, place, and promotion.
 In developing its marketing mix, Apple uses a strategy that promotes
premium branding. This approach aims to focus on the premium brand
and ensure that all 4Ps support the maintenance of a strong brand image.
Marketing mix thus holistically covers the marketing and business
strategies that surround a business. Let us learn more about the
marketing mix of Apple.
 Product Strategy

The company is known to have introduced new innovative products over

the past few years. Apple products line over time to meet the needs of
global customers. The product line of Apple includes both goods and
services. The product element of the marketing mix indicates that Apple
is in the consumer electronics business. 

Here is a list of products offered by Apple

1. iPhone 
2. Apple watch   
3. Apple TV 
4. iPad
5. Mac
 
Services offered by Apple

1. Apple Music 
2. Icloud 
3. Apple news 
4. Apple books 
5. Apple arcade 
6. Apple podcasts
7. Apple fitness+

The product mix of Apple focuses on quality rather than quantity. It

focuses on the chosen products and continues to enhance them rather
than branching bent designs to other products within the same category.
Apple’s product strategy shows that it has diversified its business from
computer technology business to information technology. 
  Pricing Strategy

Apple has built the image of itself as a premium brand. Its product range
includes only higher-end products and they only target people with high
affordability. The company follows a premium pricing policy. Apple
products are expensive and are considered a status symbol. Apple never
prices lower than its competitors to maintain the image of a premium
brand. Lowering the sale price will dilute the brand image.

 Place Strategy 

Apple products are available almost everywhere across the globe. The
company uses various distribution channels to serve the demands of
global customers. They use both online and offline channels for
distribution purposes. Apple stores: Apple has set up outlets in different
locations where customers can purchase products directly from the
company. 
E-commerce platforms: Customers can purchase products directly
through Apple’s official website and other online portals such as
Amazon, Flip kart, etc. These portals are one of the biggest points of
sale for Apple products.
  Promotion Strategy

The promotional strategy of Apple focuses on aggressive advertising

using various channels like medium, TV, billboards, online ads, etc. It
makes use of both conventional and non-conventional techniques to
promote its product. The products are also promoted from its website
and also from other online channels including social media.
In 1997, Steve Jobs launched the “Think Different” advertising
campaign. He wanted to explain the value of apples in the fast-paced
world. He said, “Apple’s core values are that “we believe” people with
passion can change the world for the better.” The campaign inspired
people to be confident about themselves and not only “think different”
but be different and be proud of them. 
As we all know that Apple targets a selected segment of society, the
most focus of the promotional activities is on its products and therefore
the differentiating factors which make it unique and better than its
competitors. The promotion mix of Apple also uses public relations as a
means to attract more customers. 
 Marketing techniques used by Apple

 Mystery around products, creating an experience, keeping it

simple, customer retention, and using the NPS index are the
marketing techniques used by Apple.
 Focus on value, captivating visuals, and understanding the
target market are important aspects of Apple's strategic
marketing.

 Apple has a diverse product mix.

 Apple's marketing mix strategy channel takes advantage of

both online and offline distribution channels.

 The company promotes their products through advertisements,

sales promotions, personal selling, and public relations.

 The pricing of Apple products are based on two main strategies

- Premium pricing strategy, and Freemium pricing strategy.
  Budget (1 Crore)

 Means of Marketing
Apple Inc targets specific segment of people. So during promotional
activities, its main focus is on its products and the differentiating factors
that make its unique from the competitors. The promotional strategy in
the marketing mix of Apple focuses on aggressive advertising using
various channels like TV, print media, online ads, billboards etc. If we
closely see the ads that Apple has come up with, it has always tried to
focus on how different it is from the competitors. It has always believed
that ads should be simple and gets connected to the heart of the people.
These ads are to the point and no irrelevant information. These ads will
came during any one of the product launch and will run for a very long
time. Apple Inc hardly comes with any sales offers or gives discounts to
any other people except students. Apple's ad campaigns builds an
emotional connect with its customers, and how its products impacts the
life of its customers. Hence, this summarizes the marketing mix of
Apple. Rates

Television Advertising/ DVC Rs.60/- Lacs

Print Media Rs.10/- Lacs
Social Media Advertising Rs.10/- Lacs
Bill Boards Rs.15/- Lacs
Public Relation Rs.5/- Lacs