Marketing Mix - Apple iPad's Target Customers - Essay Example

? Topic:  Focus of the marketing mix By Insert Presented to Location Due IPAD MARKETING MIX PRODUCT Ipad is a product from Apple Company which was first launched at the beginning of the year 2010. This product is a tablet with its main features including gaming, application pad and organizer. It is basically a touch screen which is between a smart phone and the laptop (Hughes, 2011). Target customers Apples iPad target customers are basically businessmen and professionals who require various applications to perform their duties. Another notable target market is that of the aging demography who want to explore new things (Hughes, 2011). In addition, the younger generation has not been left behind, notably the students who desire trendy and innovative devices that provide various options in performing tasks. Ipad features Ipad is basically a tablet device with various specifications and features. These specifications and features have enabled this product more appealing to customers in the various market segments. Ipad has an interface of led touch screen with dimensions of 9.57 ? 7.47; this makes this product more appealing as compared to other tablet devices (Pride & Ferrell, 2012, p. 22). Attributed to the Apples extensive research and development, Ipad is considered to be the latest technological device characterized with a high compatibility mode and that the users can easily navigate it because of its reliable speed and processor. This product is fully equipped and has the ability to download large amount of data, send and receive emails, send attachments and documents, watch movies and take pictures (Hughes, 2011). This product has been designed to enable users such as professionals and businesses to get digitalized and connect easily to the global world. This Apple product has a wider and various applications (Pride & Ferrell, 2012, p. 10).These ipad features can be argued to provide easy and simple access to the current technological advancement in one device. Customer Choice In regard to the selection of tablet devices, most customers look for the following features: the first one is the improved performance of the device. Devices which have high speed delivery performance and more responsive are considered powerful by customers (Hughes, 2011). Secondly, the built-in applications in the device which enables the customers to have an adventurous experience in using any tablet device. Finally, the device display in which customers look for remarkable resolutions with appealing colors. It is notable that Ipad has a Retina display, high speed processor and 275000 applications, thus, making it a customer choice in this category of tablet device. Branding The Ipad attribute of being considered innovative and trendy in terms of its design with the provision of unlimited options to the user attributes greatly to its branding (Pride & Ferrell, 2012, p. 28). Its simplicity and portability has earned Apple popularity and being widely accepted in the global markets (Kerin, Hartley & Rudelius 2010, p. 15). This has led into Ipad expanding its markets and satisfying larger market segments, thus, earning it better brand equity and positioning it as need to most individuals (Kerin, Hartley & Rudelius, 2010, p. 33). PRICE In regard to the price, iPad can be purchased in the various multiple selected points by Apple Company. Pricing iPad is charged at a premium price as compared to its competitors attributed by the quality superiority and innovativeness of the device. As the most innovative devices available in the market, notably, other tablet competitors, offer a premium price, it has value as compared with the benefits that this product offers to the user. Price strategy rationale Although iPad is considered expensive, the value realization and benefits that the customer gets overshadow its expensiveness. The pricing strategy of Apples IPad takes into account factors including high innovativeness, reliability of iPad tablet device, device portability which is faster compared to any other device in the market (Hughes, 2011). They price according to the device compatibility where the base model which does not have the 3G compatibility is cheapest $ 499, 64 GB retailing at $ 699. With the integration of the 3g compatibility, the customer is expected to pay much more. Finally, the market segmentation which is highly considered when it comes to offering discounts. Mode of selling and discounts Apple does not sell Ipad product to any shops but they do have their own selling points. From this, it can be argued that they have the ability to monitor and control their ipad selling business and how it is represented in the tablet market. This ensures consistency of the product supply in the various selling points (Kerin, Hartley & Rudelius, 2010, p. 68). This enables both existing and potential customers to be able to recognize Ipad innovations and enjoy the benefits and the value as provided. In regard to discounts, though Ipad is considered expensive in its premium prices, they offer discount to college students to the tune of $ 100. They also offer special bundles for purchasing in some specific times of the year. PLACE Place of sale It is notable that Apple Company are very tactical in marketing iPad as far as placing is concerned. Notaby is that iPad is sold in the biggest shops in major cities in the world such as New York, Central London, as well as all over the world. The iPad is mostly sold in places where other Apple products are sold; therefore, there are many retail outlets where Apple products are sold, hence, not difficult to purchase these products (Pride & Ferrell, 2012, 156). Across United States Apple have 284 multiple stores in which all of its products including iPad are sold. In addition to the Apple multiple retail outlets, there are other shops such as HMV and PC world which sell iPad along with many more others (Hughes, 2011). Each of the franchise shops agree to offer Apple a larger space in the shop. This ensures that Apple products majorly iPad is well presented and monitored on how they appeal to their prospective and potential customers. The iPad is also distributed online, thus, anyone can buy this product directly and they also offer other free incentives such as free engraving (Kerin, Hartley & Rudelius, 2010, p. 158). Selection of the location Apple has strategically selected specific areas for the sale of iPad considering the various market segments, as well as the target consumers. Their retail outlets are located in areas where their potential customers can easily access and that they can be well presented for good reputation (Kerin, Hartley & Rudelius, 2010, p. 205). Another reason for the location of the appropriate location is the consumer demand. This ensures that the iPad produced is adequate to satisfy all the market segments across the global markets. All these considerations ensure that the target customers are able to access this product. This has led into establishment of a long term relationship with its suppliers, retailers and wholesalers worldwide (Kerin, Hartley & Rudelius, 2010, p. 98). This is greatly attributed to effective and efficient supply chain management. Online and brick and mortar outlets The iPad customers can order this product online in the Apple website. Notable is Best Buy which is one of the greatest Apple partners which sale Apple products and has the largest footprint in the United States. Another largest online retailer for iPad is Amazon which sells most of the Apple products. Apple multiple stores and other franchise partners also sell most of the produced iPad (Hughes, 2011). All the faulty products sold in these stores are usually replaced for free. Apple refurbishes the iPad product selling in their website covering up the money that may have been initially considered lost. With the advent of the new technologies, the Apple iPad product distribution in both online and brick and mortar stores has been facilitated by the E-commerce concept. This concept has enhance establishment of the automate systems which involves E-shopping and the E-supply chain management (Hughes, 2011). The iPad potential customers can be able to purchase this product in various countries across the world through its websites and the franchise partnered outlets. This indicates their ability to distribute this product making higher revenue and profits. The large percentage on the use of technology in the tablet industry more importantly by iPad has created by equity as well as brand loyalty for iPad (Pride & Ferrell, 2012, p. 300). PROMOTION Apple’s iPad promotional strategy is usually focused on the word of mouth advertising. Also at the point of purchase strategy is also adopted, this is where potential customers are persuaded and convinced to try out the product itself (Kerin, Hartley & Rudelius, 2010, p. 390). Marketing communications Apple’s efforts of promoting iPad have applied a number of marketing communications in their efforts to communicate to its potential and prospective customers. The Apple’s iPad notably has been advertised effectively through the television. This has been successful attributed to the Apple’s innovative advertisements which have become one of the core pillars in the flourishing of iPad in the tablet industry (Hughes, 2011). Personal selling and direct marketing have been greatly applied by Apple in market iPad as its major product. This strategy has been used mostly at the point of sale and the implication of this is the achievement of a higher customer response. Public relations have been extensively used by Apple Company in the marketing of iPad. After the launch of the iPad it was publicized across all the media across the world (Kerin, Hartley & Rudelius, 2010, p. 452). This was followed by the establishment of PR professional team with the message of the dream come true. This major public relation strategy had the impact of making everyone to have something in mind to say about Apple’s iPad product. The marketing communications adopted by Apple in marketing iPad notably are used for the following tasks: the major is to activate and portray iPad as a brand by itself, it has been used as an effective marketing tool, complement the already established client presentation tools previously used by Apple Company (Kerin, Hartley & Rudelius, 2010, p. 602). Communication messages In the Apples iPad promotional activities, the major communication message is the total new experience in the usage of the iPad. The promotional messages to the customers are focused on providing the perception that iPad is the best tablet in the industry and that it is easy and simple to use (Hughes, 2011). The image that they portray of iPad is a modern tablet with a perfect resolution and performance than any other tablet in the market. Recommendation on this marketing mix In regard to the discussed 4Ps of the iPad marketing, there is notable need for the adjustments. These changes should be complemented with continuous improvements in order to accommodate the competitive global market of tablet devices. Emphasis should be laid on the reliability and design of ipad in the future to make it more relevant in terms of functionality as compared with other devices. For the potential customers to understand how the software’s and the whole device work, they should allow them to test for free. In addition, they should make their advertisements precise and clear to its target customers. These changes on the marketing mix will ensure that iPad strengthens its brand equity and be able to gain competitive advantage over its competitors. REFERENCES Hughes, J. (2011). iPhone and iPad Apps Marketing: Secrets to Selling Your iPhone and iPad Apps. California: Que Publishing. Kerin, R., Hartley, S., & Rudelius, W. (2010). Marketing. New York: McGraw-Hill Companies,Incorporated. Pride, W.M. & Ferrell, O. C. (2012). Marketing Principles: Asia Pacific Edition. Boston: Cengage Learning. Read More