(apple.

com)
Marketing
Anoop Muraleedharan
Nomso Ebonwu
Remon Hanna
Sabir Dsoki
Sana Haq
 Introduction
• Market Analysis
• Theory
• Buyer Behaviour
• Segmentation
• Marketing Mix
• Recommendation
 Definition of Marketing

“Marketing is the process of the

planning and executing the
conception, pricing, promotion and
distribution of ideas… and satisfy
individual and organizational
objectives”
Brassington (2006)
 PEST Analysis
• Political factors
 Regulations
 Tax policies

• Economic factors
 Current international recession

• Social factors
 Lifestyle
 Cultures

• Technological
 Apple iPhone 3G no longer just mobile phone
 Porters Five Forces

Porter (1980)
 SWOT Analysis
(Apple iPhone 3G)
Strengths Opportunities
 Brand & Style  Combining mobile and computing
 User base  Migrate people to Apple
 Rich UI  New social device
 First mover  Distribute iTunes content
 Sensors
 Port existing apps
 Wi-Fi

Weaknesses
 No UMTS
Threats
 Limited distribution channels  Similar devices

 Missing features  Highly developed market

 High price  Nokia & Sony,

 Value Chain

Porter (1985)
 Value Chain Analysis
for iPhone 3G

Design Build
Apps
Branding User

Network

Components OS / UI Marketing
Sales Billing
THEORY
BCG Matrix
 Product adoption process

Source: Kotler, Armstrong, Saunder & Wong (1999)

 Product lifecycle

Source: Jobber & Fahy (2003)

 Ansoff’s growth matrix

Henry(2008)
Consumer Behaviour
• Analysis and understand buyer`s behaviour
• Consumer is the heart of the marketing
environment
• The main users of I phone are individual
consumers
• Consumers needs and wants are differ from
one to one
 Process
The decision making process
• Consumer undertake to decide the purchase
• iPhone 3G launch with new features
because people knew the problems of I
phone
• iPhone 3G try to influence consumers in
different ways , like providing information's
through online and multimedia
• Increased technology aspect is highlighted
• Faster internet , user-friendliness ,
reasonable price
 Factors that affects buying
• PEST analysis
• Culture factors
• Spotted the difference between the cultures
and cultural needs
• Psychological factors, needs motivations,
personality, perception, belief etc.
• Maslow`s hierarchy of needs
• Importance to factors like social benefits,
brand characteristics and entertainment
than financial terms
Segmentation, Targeting and
Positioning
 Levels of segmentation
•Mass marketing

•Segmenting market

•Niche market
•Smartphone

•Micromarketing
Segmenting consumer markets:

•Geographic segmentation

•Demographical segmentation

•Geo-demographic segmentation
Geographic segmentation
Adopted from appleinsider.com
Adopted from appleinsider.com
Segment strategy
• Undifferentiated marketing
• Concentrated strategy
• Market coverage strategy
Targeting :

• Positioning
• Repositioning
• Perceptual mapping
Adopted from Jdpower.com
Adopted by JDPower.com
Marketing Mix
 The marketing mix

• A marketing mix is generally a term used to describe a

combination or blend of tactics used by organisations or
companies to market their products or services to a particular
target customer group. (Jobber D, 2004)

• Product
• Price
• Promotion
• Place
 Product
• The I Phone is a modern revolutionary tool which utilizes the
latest technology (3G) cellular /Wi-Fi networks around the
world. It utilizes the most advanced operating system for a
mobile phone (os x), which can access the very best in
applications whilst being able to multi task.

• The I Phone has a most modern interface based on a large

multi-touch screen and innovative software which allows the
user to control the phone by the touch of a finger.

• The IPhone comes with a sleek, simple design measuring just

54”24”, with a display screen measuring 3.5” and
480x320pixelshas the best graphics for video playback and
gaming
 Product Life Cycle

• There is no introduction as the I phone 3G is an upgrade of the I phone.

• Product quality is maintained and additional features and support services may be added.
• Pricing is maintained as the firm enjoys increasing demand with little competition.
• Distribution channels are added as demand increases and customers accept the product.
• Promotion is aimed at a broader audience.
 Place
• The place involves the use of distribution channels,
channels of intermediaries, outlet location, wholesale
and retail, access to market place and selling directly
to the customer through media like the internet.

• The I Phone went on sale on June 29th 2008 in the US

through apples retail and online stores. Apple sells the
I Phone through major telecommunications providers
around the world. For example the I Phone is sold
through the O2 network in the UK and the T-Mobile
network in Germany
 Price

• There are 2 simple affordable service plans which come

with the I Phone 3G on the O2 network, at £45 and £75
contract offers.

• On any offer below those stated the customer will have

to pay £99 for the 8GB and £159 for the 16GB memory
capacities.

• Available at a retail price of £349.99 for the 8GB and

£399.99 for the 16GB memory capacities.
 Promotion
• Apples first point of sale is through its really
innovative products with its emphasis on the stylish
design, the good quality and the devices
functionality.

• Through memorable advertisements on all the types

of media and the internet, apple has been able to
assure customers that the I Phone is really the device
that has been well worth the wait.
 Recommendations

• The iPhone 3G price

• The iPhone 3 G product – seems very fragile, the

camera, timely upgrades

• The iPhone 3G place – Other markets especially in

Africa and Middle east

• The iPhone 3G promotion – More incentives for the I

Phone potential customers.
 Bibliography
• Advertising slogan (2006) available from http://www.adslogans.co.uk/hof/hofindx1.html
(accessed 1st of December, 2008)
• Baldwin, S.(2008) available from
http://www.nytimes.com/2008/12/08/technology/personaltech/08link.html?_r=1
( accessed 5th of December, 2008)
• Brassington, F. And Pettitt, S. (2006) Principles of Marketing, 4th edition, McGraw-Hill,
United Kingdom
• Dubois, P. Jolibert, A. and Muhlbacher, H (2007) Marketing Management, a value-
creation process, Palgrave Macmillan
• Henry, A. (2008) Understanding Strategic Management, Oxford University Press Inc, p2
• iPhone 3G, available from http://www.o2.co.uk/iphone?cm_re=consumerarea-_-leftbox-
_-iPhone3G (accessed 2nd December, 2008)
• iPhone available from http://www.apple.com/iphone/ (accessed 2nd December, 2008).
• Jobber, D (2004) Principles and Practice of Marketing, 4th edition, McGraw-Hill, United
Kingdom
 
• Jobber, D, and Fahy, J (2003) Foundations of Marketing, McGraw-Hill, United Kingdom
 Bibliography
• Kay, J. (1993) Foundations of Corporate Success: how business strategies add value,
Oxford, Oxford University Press

• Kotler. P, et al (2001) Principles of marketing, 3rd edition, Italy

Kotler, P. et al (1999) principles of marketing, 2nd Edition European edition, Italy
• Martin Christofor (1995) Marketing and Introductory Text. Macmillan Press Ltd, p3
•  
• Pearson, G. (1999) Strategy in Action: strategic thinking, understanding and action

• Porter, M (1980) Competitive Strategy: Techniques for Analyzing Industries and

Competitors, the free press, A Division of Macmillan, Inc, p4
•  
• Wilson, R.M.S, and Gilligan, C. (1997) Strategic Marketing Management, 2nd Edition,
London
• Taylor, P. Allison, K. and Parker, A. (2008) Apple’s 3G iPhone aims to dominate smart
phones, The Financial Times Limited. Published: July 9 2008 19:59 | last updated: July 9
2008 19:59)
Thank You!