Marketing Iphone

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Marketing the iPhone

Introduction to Marketing
Table of Content
Introduction ……………………………………………………………………………………….3 About the iPhone ...………………………………………………………………………………..3 Marketing Concept ...……………………………………………………………………………...4 Social Responsibility ..…………………………………………………….………………….......5 Target Market ……………………………………………………………………………………..6 Marketing Environment …...………………………………………………………………….......7 Competition …………………………………………………………………………………….....8 Market Segmentation ……………………………………………………………………………..9 Positioning …………………………………………………………………………………..…..10 Demographic Profile ………………………………………………………………………….....11 Target Market Behavior …………………………………………………………………………12 Product Component …………………………………………………………………………......13 Product Life Cycle ………………………………………………………………………………14 Distribution Component …………………………………………………………………………15 Use of Intermediaries & Promotion Component ………………………………………………..16 Advertising Media and Strategies …………………………………………………………….....16 Advertising Campaign Objective ………………………………………………………………..17 Pricing Objective, Policy & Techniques ………………………………………………………...17 Conclusion ………………………………………………………………………………………18 Works Cited ……………………………………………………………………………………..20

Introduction
The iPhone was one of the most anticipated products from Apple Inc. Apple is a computer hardware and software vendor that is known as a trend-setter in the computer industry. Its products have shaken up the tech market several times, with the iPhone being one of the most popular. Apple enjoys free coverage when launching their products, particularly the iPhone, with just an announcement that will generate millions of dollars. Without the use of outside focus groups, their public relations department has a planned strategy, which is the element of surprise (O’Grady). The iPhone entered the market at a time when their potential competitors were lacking a product with the capabilities of the iPhone. Apple’s focused on efforts to keep their customers satisfied with quick and courteous customer service. Apple took social responsibility by creating a plan to reduce carbon emissions produced from manufacturing and transporting their products, as well as recycling cell phones and cell phone covers. The iPhone's target market is rather broad, with applications available that would interest teenagers to middle aged adults. The iPhone will be facing ample competitors, as firms are quickly producing and promoting similar products. Although the iPhone has its loyal customers, Apple will have to find ways to control the market by continuing to concentrate on the target market behavior of their consumers and their advertising and marketing strategies. About the iPhone

The iPhone, designed and marketed by Apple Inc., is a line of internet and multimedia-enabled smartphones that was introduced on January 9, 2007. The iPhone is an elegantly designed smartphone with outstanding and extensive capabilities. The iPhone is designed with a multi-touch screen, built in speaker, camera and video capabilities, bluetooth technology, touchpad keyboard, voicemail, email accessibility and has the ability to provide conference calling. The most current version is the iPhone 4, which was unveiled in the summer of 2010. The iPhone 4 is designed with a steel band that is wrapped around the phone and serves as an antenna, which also provides the main structure of the phone. It is plugged into the GSM/UMTS radio as also the earlier version. The iPhone 4 is Wi-Fi enabled and offers many applications such as maps and directions, weather reports, sports, music, traffic updates and current news reports. The new iPhone 4 has a slightly larger battery, provides 7 hours of talk time, 6 hours of 3G browsing, 10 hours of Wi-Fi browsing, 10 hours of video, 40 hours of music. The camera has been updated to 5 megapixels and the video can record HD video at 720p/30fps. The phone will retail for $199 for the 16GB model and $299 for the 32GB model. The older version of the iPhone which is the...
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