Apple Marketing strategy - Essay Example

Apple Marketing Strategy 13th, February, Apple Marketing Strategy Annotated Bibliography According to Schneiders(2011), Apple is able to charge higher prices than its competitors buy its products remain competitive. He argues that Apple makes use of traditional and cult marketing strategies. Moreover, the company manages to manufacture products with high software compatibility hence easy to market in the competitive market. Madden (2010) argues that Apple has a unique marketing strategy that has not been mastered by many brands. The strategy enables Apple to cross-sell products that people already own. Moreover, the company designers have great understanding of the needs of the customers and focus on creating products that meet the changing needs of the customer. The alterations involve inclusion of more software to ensure the products are better than previous ones. For example, Apple iPhone was considered unique in that it has the features of an iPad as well as those of a smartphone. Mickalowski, Mickelson, & Keltgen (2008) argue that Apple makes advantage of trade shows and media coverage to market their products long before they are released into the market. Moreover, the company remains secretive about the features and outlook of their product to prevent imitation of new inventions by their competitors. For example, during development of iPhone, Steve jobs managed to sign Apple as the select carrier of the product. Moreover, the company understands the needs of the customers and comes up with unique products. Introduction This essay focuses on Apple marketing strategy. Marketing strategies used by a company depends on the kind of product being sold. Apple sells non-standardized products. Therefore, they have to select marketing strategies that are depending on the product complexity. The major marketing strategy used by Apple is based on the design standards of their products. The company management believes that users do not often have a clear picture of what they want (Madden, 2010). The needs are often depend on contemporary technology. This essay will focus on how the Apple marketing strategy is unique from that of its competitor. The analysis will involve the factors that make apples products more appealing irrespective of being expensive. The essay will involve use of persuasion to demonstrate the uniqueness in Apple marketing strategy. About Apple Apple’s success had been greatly determined by the former CEO, Steve jobs. Steve Jobs and Steve Wozniak who were quite unprofessional in terms of their academic qualifications founded the company. However, they became successful right from the start. The success was mainly based on the uniqueness of their products, which were easy to use. Steve Jobs who was very creative remained an influential figure in the company. The company manufactures products such as Smartphones, iPhones, iPads, iPods, and computers. Apple manages to use the marketing mix in selling its products. It makes use of promotions to market its products. Although the price of its products considerably high Apple manages to convince customers that its products are worth the price. Apple has a well-established distribution channel. Moreover, its products are uniquely designed and packaged with long-term warranty (Mickalowski, Mickelson, & Keltgen, 2008). Description of Apple Strategy with Example Apple manages to understand the needs of their customers and comes up with products to satisfy the needs. Although people have numerous Apple devices, they are still convinced to keep buying new inventions of similar products. For example, when Apple released the iPhone, people were already waiting for the product. The company had already been marketed even before it was out in the market. Therefore, people waited for a product that would incorporate the feature of and iPod in addition to those of a smartphone and they were not disappointed. Therefore, it was very easy to price, promote, and market the iPhone across the globe. Apple understands the needs of customers and comes up with unique products, which it sells before others have managed to mimic the idea. Moreover, Apple manages to use trade shows and attract wide media coverage on their products. For example, Steve Jobs organized the conference to introduce iPhone long before it was into the market. He announced that Apple was going to be the exclusive carrier of the iPhone. Moreover, Apple remained secretive on the features of their product, which was an advantage. Moreover, the announcement set the iPhone apart as a unique from other wireless products hence the successful sales (Mickalowski, Mickelson, & Keltgen, 2008). Cause and Effect The major cause of Apple’s success is the ability of the management to identify the needs of their customers and meet them. Although Apple’s products are highly priced, the company has managed to compete effectively. This is because their products are associated with a certain class. Moreover, more people are increasingly changing their loyalty since they want to be associated with the class that uses Apple products (Schneiders, 2011). Additionally, the company is able to foresee changes that may occur in the future of the wireless communication industry. Therefore, the company manufactures unique products that reflect the changing needs of the customer. Moreover, Apples has a unique way of presenting it products. For example, the former CEO, Steve Jobs, understood the language of common people and could easily reach them. Moreover, the wide media coverage enables Apples present their products in a unique and simple way. The ability of Apples to make unique products and present them in a user-friendly manner makes the company remain competitive over its rivals such as Microsoft, Samsung, and Nokia (Madden, 2010). Comparison and Contrast Apple manufactures and sells products that are quite similar to those of companies such as Samsung, Microsoft, and Nokia. However, Apple’s products are quite expensive compared to those of its competitors. Moreover, Apple’s has managed to retain customer loyalty irrespective of the high prices. There are certain similarities between Apple’s marketing strategies with those of its competitors. One similarity is that they target the same audience. Moreover, the companies are involved in cross selling products that customers are likely to have. Therefore, the companies have to keep convincing the customers that the new versions are better than the previous ones (Madden, 2010; Mickalowski, Mickelson, & Keltgen, 2008). The major difference between Apples marketing strategy and that of its competitor is on the timing and simplicity. While some companies prefer using complex language to market their wireless communication gadgets, Apple invests in advertisement strategies that are user friendly. His ensures that the customers understand the uniqueness of Apple’s products from those of the competitors. Another difference is on prices. Apple does not rely on the price to market its products. Their products are quite highly priced as compared to those of its competitors. However, companies such as Nokia and Samsung are slowly losing the loyalty of their customers who are now in favor of Apple products. The major difference is that Apple ensures that the customers understand the unique nature of their products. Therefore, the customers recognize that the Apple products are worth the price since they have unique combination of software not found in the competitor products (Schneiders, 2011). Argument and Persuasion From the above discussion, it is obvious that Apple has a unique marketing strategy than has not been mastered by its competitors. Few companies have managed to capture the attention of the world like Apple. Although the company was founded after its competitors such as Microsoft, Apple is performing far better than they are. Unlike its competitors who are less innovative, Apple focuses on meeting the emerging needs of its customers by continuously coming up with new and better products. The love for Apple products has spread like an epidemic in the last decade. Although the prices are high, everyone wants to be associated with Apple products. Indeed, Apple has managed to steal the loyalty Nokia customers. While its competitors use jargon to convince buyers of the complexity of their products, Apple focuses on using simple language to convince their buyers why their products are unique (Madden, 2010). For example, Apple managed to sell two versions of iPhone four by convincing buyers that the later version was better and had more powerful processor. This is something its competitors have not managed to achieve. Apple no longer requires spending much money advertising it products. People are always anxious and the media is too willing to create a buzz by reviewing Apple products. Moreover, the company has already established itself as a manufacture of unique products. Therefore, Apple has a marketing strategy that can be emulated by companies wanting to succeed (Schneiders, 2011). Conclusion Apple has a unique marketing strategy that has enabled it outdo its competitors in manufacture and sale of wireless communication devices. Apple prides itself as a manufacturer of unique products characterized by sophisticated software. The marketing strategy used by Apple is one of a kind. Although the company is secretive to prevent mimicking of its products by competitors, it manages to convince the customers to purchase a product even before it is released. Since the company has a history of creating unique products, customers are easily convinced to buy each new product. The company employs cross selling marketing strategies that entices customers to purchase new products even though they already possess other gadgets almost similar to the one on sale. Although Apple products are quite expensive, the company is increasingly gaining loyal customers. Moreover, Apple spends little on advertisement and mainly relies on media coverage to market its products. This is because launching of any new product from Apple creates a commercial buzz resulting in increased familiarity. Moreover, Apple products are associated with a certain class that most people want to belong to. In the recent past, companies such as Nokia have lost the loyalty of some customers who are now in favor of Apple products. References Madden, R. (2010). MARKETING STRATEGY: Cross-serving secret behind successful cross-selling. Marketing Week, 8-8. Retrieved from http://search.proquest.com/docview/366266805?accountid=45049 Mickalowski, K., Mickelson, M., & Keltgen, J. (2008). Apples iPhone launch: A case study in effective marketing. The Business Review, Cambridge, 9(2), 283-288. Retrieved from http://search.proquest.com/docview/197303365?accountid=45049 Schneiders, S. (2011). Apples Secret Of Success - Traditional Marketing Vs. Cult Marketing. New York: Diplomica Verlag. Read More