Marketing 3000 Strategic Viewpoints - Essay Example

Some customers give more importance to the brand rather than the product. Apple is currently the most reputed and valued technological brand in the world according to Kim (2010). Moreover, apple products are selling rapidly all over the world because of the huge brand value of Apple Company. Brand images construct some symbols in the minds of the customers which help the movement of the product in the market. Even without testing or watching the demo, some people purchase Apple products because of their immense confidence and trust in the abilities of Apple. Under such circumstances, I was the brand manager; I would capitalize more on the brand value of Apple while marketing iPhone directly to consumers. Most consumers in the world are still unaware of the fact that Apple has surpassed even Microsoft in market capitalization and brand value.

“The amount of effort a consumer puts into searching depends on several factors such as the market, product characteristics, consumer characteristics etc” (Perner). The market is overcrowded with millions of products of the same and different natures which made the customer’s task more difficult in selecting a suitable product for them. In such circumstances, they will put their trust in brands rather than the products. Many consumers are still unaware of the fact that Apple became the most reputed technological company in the world. Moreover, they surpassed even Microsoft in market capitalization. In short, iPhone advertising should convey all the above messages to consumers.

The iPhone’s functions can be easily accessed through a touchscreen display using mainly finger commands. The picture quality (25,000 pixels per inch) of the iPhone is one of the bests in the category of new-generation mobile phones. Moreover, its display brightness can be adjusted automatically and the audio features are superior compared to any other competing products. iPhone can also perform the tasks of an iPad, computer, camera, video recorder etc. All these specialities of the iPhone are not conveyed properly to consumers at present.

Prices of the iPhone are around 40% more than that of the arch-rival, Blackberries. At the same time, iPhones are worth much more than Blackberries. The unawareness about the various functioning and superior quality of iPhones forced some people to go for Blackberries. As a brand manager, I think I have to put more effort into educating the consumers about the features and quality of the iPhone over Blackberries.

In short, the current iPhone marketing strategies are not effective and it is necessary to improve them.