From the house of apple, the innovative Iphone was one of the first phones using multi touch functionality. Although Apple failed to obtain the patent for it, it soon caught up with user’s fascination just like all other Apple products. People appreciated the Iphone marketing mix because it was product driven and at the same time the technology were fantastic. Here’s more on the marketing mix of Apple Iphone.
Product in the Iphone marketing mix
The IOS operating system –
The first and foremost quality which people loved in the Iphone was access to the world renowned Apple ios operating system. The Mcbook is probably the most desired laptop and the Iphone gave access to a similar operating system like Mcbook which was Ios. As android and Windows operating systems came later on smart phones, Apple was able to spellbound its customers with its mobile operating system.
Processing speed –
Only the operating system was not enough to keep customers attracted, it required processing speed as well. Iphone hardware was very much compatible with the software and the OS used to run smoothly. Thus the high quality processing speed also lend a hand towards the popularity of the product.
Apple to apple comparison – Iphone does not compare itself with other companies, though it is known to trash competition from time time. But whenever you find promotions from Apple, they would be independent from competition. It would be a communication of what Apple has done in its current version of Iphone as compared to its previous versions. Thus, on the product level, Apple does not enter competition with other smart phones. And rather it calls other smart phones a copy cat.
Itunes, apple store and exclusive apps – Before Iphone came Ipod and at that time itself Itunes store came in existence. Till date Itunes is the major attention grabber for Apple Iphone. The Apple store has more number of apps than the Google play store which is a compliment for the large developer network which Iphone has. Thus, Itunes, Apple store and the developer network form the secondary products for Iphone.
Price in the Iphone marketing mix
Skimming price – There is little explanation required for the price of Apple Iphone. With a premium target, and with the product and promotions to support the targeting, Iphone has a skimming price. It is of higher price as compared to most phones in the market. Samsung has recently introduced many phones to rival with Iphone. However, Apple customers are not budging and they are very much loyal to the Apple brand and to Iphone.
No discounts – Another interesting thing to observe in Iphone pricing policy is that it does not offer any discounts. However, discounts might be given in the form of sales promotions or by exchange offers. But otherwise there is no discount given in Iphone. A standard price is maintained across the market.
Place in the marketing mix of Iphone
Present across the globe with a fantastic service backup – Iphone is present across many countries and nations and is known to provide an excellent service backup in all these countries. The target of Apple Iphone is premium customers, hence it is found in A grade cities only.
I-stores are found in premium places and malls – Iphone has named its retail counter as I store keeping in line with the complete product line of Apple which starts with I resulting in an immediate personal connect with the customer. These I stores of Apple are found in malls and premium areas in premium cities across the complete country wide network.
Distribution happens through CNF >> Modern retail or Distributor >> Retails – All modern retail outlets are distributed the Iphone through a carrying and forwarding agent. On the other hand, individual retailers are given the product through distributors. Finally, the I stores which are the exclusive showrooms, are given the product directly from the company at best discounts.
Corporate tie up – Apple also has a corporate sales department for the Iphone which does corporate tie ups for the company. When Blackberry announced its exit from the handset market, Apple Iphone soon came into the picture and did many corporate tie ups to replace itself as the handset with all top CEO’s and managers who were previously using Blackberry. Thus, it could take over a major market share left over by Blackberry.
Promotions in the Iphone marketing mix
ATL – Promotions of Iphone are known to be fantastic and might range from a full front page ad on the launch of the product, promotions in the radio, the television and what not. Whenever a new phone is being launched, be sure to see Iphone everywhere, on each and every ATL platform. Because they are targeting a premium segment, the presence of Apple Iphone is higher in the ATL segment than in the BTL segment. The interesting thing here is the taglines in newspaper ads because many of the Iphone ads are known to come up with the most interesting taglines for the new phone.
BTL – For BTL marketing, Iphone uses out of home advertising with hoardings and point of sale advertising in major retail outlets. It also uses various forms of sales promotions and exchange offers to lure in the customer via BTL marketing.
As you can see, the Iphone marketing mix is one of the strongest marketing mix because the key factor – Product, is very very strong. When you read the SWOT analysis of Iphone, you will find out the various strengths of the brand and the product. As the product is strong and it is being supported by the promotions, this ensures that 2 P’s are very much intact for the Apple Iphone. The remaining 2 P’s – Pricing and place contribute well to make Apple Iphone one of the best selling smart phones in the market.
Also Read about Marketing Mix