Final iPhone Presentation

8/3/2019 Final iPhone Presentation

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Marketing PlanMarketing Plan

CONSUMER BEHAVIORCONSUMER BEHAVIORCONSUMER BEHAVIORCONSUMER BEHAVIOR

PROF. ALLEN DAWN JORDAPROF. ALLEN DAWN JORDAPROF. ALLEN DAWN JORDAPROF. ALLEN DAWN JORDA



Contents

Executive Summary

Situational Analysis

SWOT Analysis

Marketing Objectives Marketing Strategy

Implementation

Budget

Control



Executive Summary

Apple plans on focusing on satisfying

personal consumer demands rather

than merely fulfilling a demographic

requirement as well as, improving

performance and stability rather than

introducing new features when

releasing new versions of any product.



Situational AnalysisPOLITICAL SITUATION Taxation is something that governments put and Apple should be study this as

country by country case to anticipate profitability, and pricing strategy.

Importing laws in the world with GATT are favor of trading.

Countries are very variable in stability of, so we should study each county case by

case.

ECONOMICAL SITUATION Economical growth world wide is in a big recession which need careful

manipulation

Potentially of the market is decreasing but it is higher than any others in the

Telecom sector.



Situational AnalysisSOCIO-CULTURAL SITUATION Population growth leading to expansion of the sector needs for cellphones.

People depend more and more on mobile communication everywhere.

Cultures perception of the technological devices is positive worldwide.

Literacy and illiteracy level is not affecting using cellphones but affecting high

technological cellphones, this fact needs to be considered.

Acceptance of imported products in some countries are less if there is local

provider

T

here are different social views that may affect product should be considered



Situational AnalysisTECHNOLOGICAL SITUATION Level of technology in the world is increasing

Internet level of awareness & usage for individuals and industrial aspect are

increasing worldwide.

Fixed phone lines capacity and development attempts.

New technologies in the cellphones are increasing.

Future plans for technological linkage between cities, universities, colleges,

hospitals and other institutes are increasing and can be connected to cell

phones. Level of usage of the E-Technology (online bidding, billing, complaints,

blogging, etc.) are high and trendy.



Situational AnalysisENVIRONMENTAL SITUATION The global concern of the Global Warming issue & other pollution effects

concerning the packaging material and radiation of the cell phones

The demand of the international environment approvals is a must (if there

is any)

SALES SITUATION

Cellphones industries are one of the most profitable industrieseverywhere and the market is increasing.



Situational AnalysisCOMPETITION SITUATION There are 19,260 cellphone producer in the world, but there are more

than 15 big companies competing at the world level Market.



S/O Analysis

STRENGTHS

Brand awareness Apple is well known for cool essential

gadgets like iPods along great technological innovations like

the original Macintosh.



S/O Analysis

STRENGTHS

Innovative The iPhone has an innovative touch screen. It

also has many functions of other mobile products all in one

service. Compatibility - The phone will work with iTunes and with

other Mac/ Apple products and OS software tools which

means limitless potential for upgradeability.

Ease-of-Use

The all-new touch screen interface

recognizes multi-finger gestures, just as the human hand

normally behaves.



S/O Analysis

STRENGTHS

Price iPhone would be sold at a reasonable

price for its value.

Q uality scratch resistant screen durable and

light metallic finish software suite resistance to

computer viruses.



S/O Analysis

OPPORTUNITIES Increasing demand and expansion to a new target

segment - As technology advances and smart phones get

cheaper Apple will attract consumers and get iPod users toupgrade to iPhones.

Upgradable iPhone software allows new exciting features

to be brought in which take advantage of the touch screen

ability. Future versions will also be hardware upgradeable.



S/O Analysis

Opportunities

Partnerships

±

Apple can collaborate with mobile networkcompanies such as Smart and Globe to flood the

iPhones.

± By doing this it reduces costs in marketing and

increases profit through long term arrangementdeals.



W/T Analysis

Weaknesses

Price

± They offer their products at a high price and thus

it doesnt fit with price conscious consumers. User Interface

± Touch screen interfaces suffer from the gorilla

arm problem



W/T Analysis

Increased Competition

± Smartphones became popular especially at theyear 2010-2011

± Android powered phones became the topcompetitor of Apple

Downward pricing pressure

± The iPhone is marketed as a high-end phone, butphone prices are almost certainly going to fallwhen other companies undercut the price of iPhones.



W/T Analysis

Threats

Competition

±

Android powered phones became the topcompetitor of Apple.

± Mobile phone brand side by side Apple is

Samsung



Marketing Objectives

Extend on the Apple brand name and link to the established meaningful positioning.

Extend on Apples image of innovation,quality, and value.

Measure the awareness and response inorder to make adjustments to themarketing campaigns as necessary.



Target Market

Differentiate the iPhone from othersmartphones in the market

Primary customer targets is the middle-upper

income professional to coordinate their busyschedules and communicate with colleagues,friends and family.

Secondary consumer targets are high school,college and graduate students who need oneportable multifunction device.



Primary business target is to partner with :

± large network providerssuch as T-Mobile, AT&T,

and Sprint in the US, and Smart and Globe for the

Philippines

± large enterprise software firms where information

is critical to the end user.



Positioning

Using product differentiation, positioning theiPhone as the versatile, convenient, value-addeddevice for personal and professional use.

Focus on the convenience of having one device forcommunication, but also music, pictures, and

video, and full Internet access.

The iPhone will be promoted as both professionaland hip.



Marketing Mix

Product

Full year warranty along with an optional

three-year Apple Care warranty

Special edition version to be launched

(GarageBand) a popular app that is only available to iPad and Mac PC¶s.



Launching a cheaper version in 2008 with

less advanced features along with a moreadvanced version for professional use

Adding the following features to the

iPhone (large disk storage capacity, lower weight, thinner device, long battery life,4G wireless,

GPS and improved camera)



Price

Set the base model at a cheap price of $349

A more advanced model for $399

Generally lower our prices to ensure weestablish market dominance in as short of time as possible



Placement

Massive rollout worldwide at all reputablemajor retailers

Massive rollout Online, Showrooms and inall cell phone providers

All Apple Stores the Apple website willdedicate themselves to the iPhone



Eye catching displays will be found at allphysical stores featuring the iPhone tomake the product stand out from the pack

Apple Stores will have the iPhone ondisplay a full month before its worldwide

release



Promotion

Integrate Apple message of revolutionarycommunications and audio/visual experience togetherin all media advertisements

Differentiate the iPhone against others is the touchscreen functionality

Emphasize Apple brand prominently and associate theiPhone with the iPods groundbreaking lineage

Original but tasteful advertisements at the same time



Marketing Research

Four age groups will be targeted: 15-20 years, 20-25 years, 25-45 years, and 45 years and up

High School and College aged people willdemonstrate social uses

The 25-45 years group will be used to determine business application and social/personal use

The 45 years and above will give us a plan tomarket to more senior well-refined group



This research will be done through surveys (via email

campaign through portals such as, iTunes and other on-line

application developed for the iPhone) and interviews (in

Apple stores) with the same age groups listed before

To bring the iPhone to the front of the business world it is

important to research different ways to grow the 15-25 year

old group into business uses of the product



W e will allow users themselves to design their own

ideal iPhone on-line and use any useful ideas to

further refine future iPhone models

W e will continuously scour the Apple fan websites to

understand what the Mac faithful are saying, as they

are our best customers.



Implementation

Consumers can contact the main headquarters

about any possible technical problems by

using Apple Customer Service Bar and a

customer service phone number stored in the

phone book

Use control measures to closely monitor

quality and customer service satisfaction



In case of slow sales

Offer iPhone to customers who have purchased other

Apple products* $99 per phone six sigma quality

program, which will lead to:

Demonstrate the product for consumers, it will

promote synergy and lure buyers.

Develop deep relationships with two very different

segments: those who have it and those who aspire *Terms and Conditions must apply



Control To plan our strategy we will meet monthly

with the board of Apple, present our

information, and make a proposal for

continued marketing efforts. Before each

meeting our team will meet in private, witheach person presenting their own proposal

based on the information they have learned.

After the initial proposals, we will vote on the

best one or come to a compromise. The final

proposal sent before Apple is the result of that

meeting.

Documents

Final iPhone Presentation