Marketing Mix for Apple Marketing Aspect Apple Inc. Basic Customer Need A mobile telephone with built in camera; able to store music, pictures and videos; can download applications and use the internet. A music storage device which can be used on the move. Some models able to hold pictures and videos; some models able to browse the internet and play games. Apple TV is a device allowing the
user to play high definition videos from iTunes/youtube/their computer/etc on their television, in widescreen. A computer, either laptop or desktop. Target Market Huge worldwide market with target consumers aged 12+. Specific markets that are targeted include those who are willing to pay more for Apple products even though there are plenty of cheaper options. People who are really interested in being up to date with the latest technology, and who want to be connected to the internet all the time to keep up with the latest news. Music fans. Professionals who need to be able to connect to the internet ...
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user to play high definition videos from iTunes/youtube/their computer/etc on their television, in widescreen. A computer, either laptop or desktop. Target Market Huge worldwide market with target consumers aged 12+. Specific markets that are targeted include those who are willing to pay more for Apple products even though there are plenty of cheaper options. People who are really interested in being up to date with the latest technology, and who want to be connected to the internet all the time to keep up with the latest news. Music fans. Professionals who need to be able to connect to the internet any time anywhere. Products A convergence of technologies e.g. An iPhone has a mobile phone, an mp3 player and internet surfing capabilities. iPhone3G/iPhone 3GSiPod shuffle (available in a range of colours)iPod nano (available in a range of colours)iPod classiciPod touchApple TVMacBook Pro/Air/miniiMacMac ProProducts have different flavours in respect to colour and hardware specification. Specification is directly linked with price. Price *Premium price strategy Pricing rarely fluctuates, products benefit from low depreciation value iPhones, from £349 iPods (shuffle, nano, classic, touch), starting prices £46, £118, £193, £152, respectively Apple TV, £223 MacBooks (classic, Pro, Air), Mac mini, iMac, Mac Pro, starting prices from £816, £918, £1174, £510, £969, £1940, respectively Principle Promotional Tools Through Apple shops, supermarkets, and electronics shops. Internet salesTV advertsBillboard advertising Internet advertsPrint adverts in magazinesAlways a distinct and consistent style. Well known logo. Celebrities have in some of the advertising.Place (Distribution) Products are available from various souces through the channel there are various distributors, and many retailers and e-tailers. Alternatively the products can be purchased from apple directly. *prices from Apple Online Store, http://store.apple.com/uk
