Customer recruitment and retention - Essay Example

recruitment and retention This study aims to present the marketing strategies for attracting new s and retaining the old ones for Apple iPad. The company had already sold 19 million iPads in the market round the world. This sales figure depicts that the brand has high level of goodwill and it is trusted and recognized, by the customers in the world market. Attracting new customers for iPad would not be a difficult task, due to the large market share of the company. There are many competitors of Apple in the market and hence the company must find ways to attract new customers for iPad to maintain and increases their market share.

Apart from this, the existing customers should also be paid regular attention, so that they remain loyal to not only iPad but to Apple Inc.Table of ContentsAcquiring and retaining Customers 4Methods to attract first-time customers 4Methods to retain existing customers 5References 7Acquiring and retaining CustomersMethods to attract first-time customers 1) The main motive of Apple Inc. is to create products through innovation. Apple focuses on the emotions of its customers. The brand tries to show passion, hopes, aspirations and dreams through their products.

Apple has created a unique position for itself in the market for its excellent designs. So it can be said that Apple Inc. was popular even before the launch of iPad.2) The product offered a good battery life. A good battery life is very important for people from business class as they have can use it while travelling. It is small, light weight and easy to handle. IT also comes with a warranty from Apple Inc. Apart from this; the customers also view iPad as a high quality niche product. So an Apple IPad would be received by the customers as a status symbol (Apple Inc., 2012).3) About 30000 iPhone applications can be installed in iPads, so the users have got lots of choice.

ICloud was also offered free iPads for clod based sync and services for storage.4) IPad has received the first mover advantage because the tablet concept was new at the time, when iPad was launched. Moreover, the product is eco-friendly and made from recyclable materials. It would attract more buyers, especially who are environment conscious.5) Newer and more advanced version of iPad has been launched to offer better technology to the customers. IPad now has a retina display, with higher resolution.

It is the only tablet which will offer 1080 HD resolution. So it can be said that Apple iPad would offer much better display than its previous version ((McWhinnie, 2012).Methods to retain existing customers 1) In order to retain customers for iPad, Apple Inc has to first remove certain limitations in the product. The iPad is not having any camera and two applications cannot be run simultaneously. These are few functions that the competitors are offering and Apple has to improvise the iPad accordingly. 2) The people using the iPads should be offered free versions of newly launched applications like iCloud, or iTunes that are useful.

These would be free exclusively for iPad users, while other would have to buy them.3) Apple Inc. has to offer excellent after sales services to the clients. The rate of solving customer problems should be faster than the other companies in the industry.4) Apple Inc. can reward customers by offering them loyalty programs, take regular feedback from the new customers, and maintain proper CRM database to record the details of the customers of iPad. The company can also offer surprise offers to the existing customers of iPad on their special days such as on birthdays or anniversaries.

This would encourage them to remain loyal towards the brand and the product.5) The customers should regularly inform through mails, about the improved versions of their product and new subsidiary products launched in the market. This would spread recognition about the product and attract more customers. The existing customers would also buy the improved version, but not change their brand.ReferencesApple Inc. (2012). IPad. Retrieved from: http://www.apple.com/ipad/features/.McWhinnie, E. (2012).

The New iPad could boost these Content Providers. Retrieved from: http://wallstcheatsheet.com/stocks/the-new-ipad-could-boost-these-content-providers.html/.