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Apple's Marketing Mix

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Marwa Sharaky

on 17 January 2014

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Transcript of Apple's Marketing Mix

Apple's Marketing Mix
General concept for their products:
Unique Product
Elegant Design
Multifunctional Device - innovative.
Started out: niche market of high-income, business men.
USPs: - iPhone 5S the fingerprint scan.
- iPhone 5C the colorful design.
- Macbook the light weight.
Psychological Pricing.
For an iPhone 5S, the official prices on the website:
New iPhone 5S & 5C
Macbook Air
iPad mini with Retina Display
Apple: an overview.
Multinational corporation.
First product: the Macintosh computer.
Apple's ever-famous instantaneously recognizable logo.
Why they are at the top of the market?

In order to match for their high-end product image, Apple advertise on huge billboards in Capital cities.

Apple's website always contains the latest up-to-date information about new products. If you already have another Apple product, you're likely to come across the adverts whilst downloading iTunes.

Apple also send e-mails to their existing customers, if they've opted in for the option.
Exclusivity is key!

Apple products are available at Apple Stores
and Department Stores and Electronic Shops.
The Key of success!
Having a correct balance of the marketing mix!
Physical appearance is important; it sets out the first impression on the customer, which is crucial.
Customer service
Attention to detail
Quick response to evolving consumer demand
Why they are at the top of the market?
“We generated $9.9 billion in cash flow from operations and returned an additional $7.8 billion in cash to shareholders through dividends and share repurchases during the September quarter" - Peter Oppenheimer, Apple’s CFO.
The first Macintosh
Physical Appearance
Strong Brand Name!
As opposed to other goods you might find in any supermarket (eg: Light bulbs), Apple products are only found in specific retail shops.
Physical Enviroment!
Similar their phone and laptop designs, Apple has chosen a simple, modern and elegant design for its Apple Stores.
Attention to detail
Customer service
Quick response to evolving consumer demand
E.g. When the trend was in for minimalist modernized designs, Apple brought out the iPhone 5S with its ever-famous design.
Apple's marketing mix consists of a correct balance of more than just the 4 P's; this appears to quite effective hence their growing popularity.
Your other option is 'mail order' from their website.
Full transcript