Marketing Mix of Apple (extended to 7Ps) Apple is a renowned technology brand, recognized globally for its focus upon technological innovation, a premium product line, and great marketing. Apple’s overall marketing mix appears to be largely influenced by its principles of simplicity. This detailed analysis of the marketing mix of Apple aims to examine the 4Ps (Product, Price, Place, and Promotion) of Apple Inc. and explain its marketing strategies. The Genius Marketing Mix of Apple Inc. Abstract Apple Inc. is a worldwide company that has employed many forms of successful marketing mix strategies. Macro and Operating Environment (2a) 3. iPhone 6 (2b) 4. Apple follows a very minimalistic and straight approach for the advertising and promotion of its products. The article elaborates the pricing, advertising & distribution strategies used by the company. To remain relevant to consumers and desirable as a brand, Apple has adapted its strategy over time to make great use of simplicity in its marketing promotions whilst distinguishing itself from competitors in the highly saturated consumer electronics market. Storing and keep customers’ content up-to-date and available across multiple Apple devices and Windows personal computers. [1] Webb, A. Marketing Mix is the set of marketing tools that the firm uses to produce the response from its target market. Price, product, place and promotion are the 4 P's that make up a marketing mix.Apple 1. 1. Cambridge: Cambridge University Press, p.8. In the future it is expected that Apple will continue to carefully and quickly adapt their advertising methods to align with how consumers want to digest information, and with the brand loyalty that Apple is able to command through providing simple, intuitive experiences, their sales will surely follow. Operates various platforms, including the App Store ,that allow customers to discover and download applications and digital content, such as books, music, video, games and podcasts. Apple marketing mix (Apple’s 7Ps of marketing) comprises elements of the marketing mix that consists of product, place, price, promotion, process, people and physical evidence. Marketing Mix of Apple – Marketing Strategy of Apple Sophisticated; Elegant; Grace – Three words which are quite synonymous for Apple Inc. 4. Research suggests that if they hadn’t adapted their promotional methods, their strategy if used today would certainly fail. Three Additional P’S 2.2.1. As can be seen from the marketing mix of Apple, it is no surprise that the company beat everyone else.. One of the first words which comes to mind when describing Apple as a brand is “Innovation”. Vranica, S. and Steinberg, B. There are many local Authorised Retailers such as Carphone Warehouse and Argos in London and Mobile Guru and T-Mobile in New York. Product There is no point in developing a product or service that no one wants to buy, yet many businesses decide what to offer first, and then hope to find a market for it afterwards. Available at: https://www.irishexaminer.com/ireland/apple-manufacturing-at-the-core-of-cork-presence-333879.html [Accessed 5 February 2018], Jackson, S. (2009) Apple — Steve Jobs introduces the first Apple Store Retail 2001. The aim of this research was to know the influences of 7P marketing mix variables, which consists of product, price, promotion, place, people, physical evidence and process on purchasing decision of consumers in determining appropriate marketing strategy of Malang apples at Giant MOG. The Marketing Mix was developed by Neil Boren in approximately 1949. Marketing Mix is one of the most famous marketing concepts of all time. The high quality of the iPhone camera is artistically demonstrated in this image. Introduction Apple, Inc originated from the friendship and mutual interests of Steve Wozniak and Steve Jobs. Product 2.1.2. Businesses must consider how different employees will affect the marketing effort and also how different consumers will respond (Farrall and Lindsley, 2008). Apple Inc. has transformed over decades, while remaining fundamentally the same. Available at: https://www.nngroup.com/articles/how-users-read-on-the-web/ [Accessed 7 February 2018]. It is … Product Element in Apple Marketing Mix (Apple 7Ps of Marketing) Available at: https://www.bdcnetwork.com/apple-reveals-new-retail-store-design-san-francisco [Accessed 10 February 2018], Computerworld.com (N.D.) A graphic showing the first-generation iPhone [Image]. Take for example the release of the iPhone X, consumers now only need to be exposed to a series of short web-based videos or brief television advertisements to understand what the product looks like, all the new features it offers and what it is capable of. the 7Ps of marketing mix is a marketing awesome formula for marketers. PRODUCT — Apple products are famous for being high quality and very durable (Dudovskiy, 2018). On the negative side, Apple’s unique hardware and system can only be used with company’s own products. Apple's marketing mix shows a correct balance if the 7Ps. The need for geographical pricing for the global IT company is justified due to differences in exchange rates between local currencies and USD. Place 2.1.4. Apple products are also known for their durability and high quality in general and the company upgrades its products in a periodical manner. Each of these four parts we will discuss in this post. Apple's marketing mix shows a correct balance if the 7Ps. Available at: http://simplicityindex.com/ [Accessed 7 February 2018]. [online] Simplicity Index. In 1980 the company issued its initial public offering of investment stock. Promotion of another major leg in the marketing mix and marketing strategy of apple. The Two collaborated in the development of the “Apple” in the early 1970s. Marketing Mix Strategy 7Ps Analysis. Businesses may even consider how Process extends to after money has been exchanged, for example, after sales support processes. Customers can purchase Apple products from its official website https://www.apple.com/, 3. The Marketing Mix definition is quite simply putting the right product in the right place at the right time, and doing it all as best as can be done. Available at: https://www.cultofmac.com/178942/how-apple-has-changed-retail-sales-forever/ [ Accessed 5 February 2018], CultofMac.com (N.D.) Price unveiling of iPhone 8 plus [Photograph]. Hayes, A. In this busines… They also want to make their costumers to feel special/unique, they have built their own world such as Macintosh and IOS so their products are not like everything else, so as their costumers. It is the largest tech giant in the world. Another component of the 7Ps marketing mix is the place. The strategy Apple follows is to create the best product which generates a better user experience with every new launch, which is why their focus is not on producing products needed by customers, but desired by them (Bulik, 2008). 6 things your team needs to know before attending a virtual client meeting Another component of the 7Ps marketing mix is the place. Introduction The Physical evidence is what the customer sees, before the customer decides to purchase the product. The focus of the marketing mix is on the 4P variables, namely, Product, Place, Promotion, and Price. Available at: https://support.apple.com/contact [Accessed 10 February 2018], Apple.com (N.D.) Apple Park Visitor Centre [Photograph]. 1. By developing strategies that address the various aspects of each element, will be able to achieve its broad marketing strategy. Apple I-phone Marketing Mix: All of you must be familiar with the iPhone and its popularity. Available at: https://www.youtube.com/watch?v=TaVFCdwT0hk&feature=youtu.be [Accessed 12 February 2018], IrishExaminer.com (N.D.) Unveiling the Apple plant at Hollyhill [Photograph]. (2018) ‘Notes of interest from Apple’s Q1 2018 conference call’, Apple Insider [online], 1 February, Available at: https://forums.appleinsider.com/discussion/203938/notes-of-interest-from-apples-q1-2018-conference-call [Accessed 9 February 2018]. You can use multiple channels, such as a mix of online and mobile technologies, to make accessing your … It means place is very … This company has had times of historic highs and unforeseen lows. Known for superior quality products, Apple has been able to carve out a niche that no other brand has been able to do so. Apple Inc. is a multinational company that specialises in computers, electronics and software. On Jun 3, 2018 Jun 3, 2018 By yellowcat87. 6. People 2.2.2. (2017) “Does Apple now make too many products?” Financial Review, Available at: https://www.afr.com/technology/technology-companies/apple/does-apple-now-make-too-many-products-20170512-gw34rz, [2] Marx, P. (2019) “Apple’s Product Line Is a Mess” Medium, Available at: https://medium.com/s/story/apples-product-line-is-a-mess-5a9a5730cafa, [3] Annual Report (2018) Apple Corporation, [4] O’Reilly, L. (2016) “Execs tell us the writing had been on the wall for Apple’s big advertising experiment iAd for some time” Business Insider, Available at: http://www.businessinsider.com/why-apple-is-pulling-direct-sales-support-for-iad-2016-1, [5] Annual Report (2020) Apple Corporation, [6] Billboard (2017) Available at: https://www.billboard.com/articles/business/7964782/iphone-x-apple-pricing-strategy-analysis, Interpretivism (interpretivist) Research Philosophy, https://www.afr.com/technology/technology-companies/apple/does-apple-now-make-too-many-products-20170512-gw34rz, https://www.billboard.com/articles/business/7964782/iphone-x-apple-pricing-strategy-analysis, A line of smartphones based on iOS operating system, A line of personal computers based on macOS operating system, 16-inch MacBook Pro, 13-inch MacBook Pro, 27-inch iMac, A line of multi-purpose tablets based on its iPadOS operating system, updated iPad Pro, an eighth-generation iPad, all-new iPad Air, AirPods, Apple TV, Apple Watch, Beats products, HomePod, iPod touch. Latest additions being Apple watch and music. At that time the multinational technology company produced only 14 products. The Two collaborated in the development of the “Apple I in the early 1970s. Think Marketing (2016) ‘Have you ever read about Apple’s core values?’, Think Marketing [online], Available at: https://thinkmarketingmagazine.com/apple-core-values/ [Accessed 7 February 2018]. Apple Product and Service Strategy. Extended Marketing Mix 7Ps Activity Watch the video named ‘ Extended Marketing Mix 7Ps | Apple v Poundland, what's the difference?’ in the Two Teachers YouTube channel ‘Business Studies’ playlist and answer the following questions. Available at: https://www.youtube.com/watch?v=K4wEI5zhHB0&t=27s [Accessed 6 February 2018]. Place. Promotion refers to the ‘activities that communicate the merits of the product’ (Kotler and Armstrong, 2011). Farrall, C. and Lindsley, M. (2008). A range of payment services payment including Apple Card™, a co-branded credit card, and Apple Pay, a cashless payment service. Posted on May 9, 2014 July 3, 2015 Categories Marketing Mix 4Ps and 7Ps Apple Marketing Mix. The visionary leadership of Steve Jobs helped Apple establish itself as a market-leading technology brand. which have helped the brand grow. Available at: http://www.gdnonline.com/Details/153616 [Accessed 5 February 2018], iPodAds (2008) Apple — iPod + iTunes (Jet — Are you Gonna Be My Girl) Ad. Marketing Mix of iPhone analyses the brand/company which covers 4Ps (Product, Price, Place, Promotion) and explains the iPhone marketing strategy. Price as an element of the marketing mix refers to ‘the amount of money customers must pay to obtain the product’ (Kotler and Armstrong, 2011). 10 Year Comparison. Here is the Marketing mix of iwatch - a product from its owner company Apple Inc. Clean design, subtle use of colors and clear messaging are three constants which are there in all the promotional content that Apple creates. Promotion, as defined by Kotler and Armstrong, pertains to ‘activities that communicate the merits of the product’ (Kotler and Armstrong, 2011). Available at: https://www.nngroup.com/articles/how-users-read-on-the-web / [Accessed 7 February 2018]. The visionary leadership of Steve Jobs helped Apple establish itself as a market-leading technology brand. Image1: The picture above shows Apple's famous logo worldwide. Reka Uncategorized 9th Jul 2019 13th Jul 2019 8 Minutes. MARKETING MIX 2.1. The multinational technology company also uses direct sales force in certain markets to promote and sell certain products. Blog. Contents 1. An area which undeniably demonstrates how effective Apple are at using this core value to meet market forces is promotion. The world’s largest IT company by revenue has a long-held belief that “consumers will pay more for products that are so well designed they can’t fathom living without them.”[6]. A specific area of this concept in which Apple deliver exceedingly well is their advertising. In recent years Apple have truly developed their use of simplicity in advertising promotions. [1] It is different now. Available at: https://www.computerworld.com/article/2604020/apple-ios/the-evolution-of-apples-iphone.html#slide2 [Accessed 5 February 2018], CultofMac.com (N.D.) Apple Employees [Photograph]. Principles of marketing. Product, price, promotion, place, packaging, positioning, and people are 7ps in it. Accordingly, the multinational technology company does not allow resellers or dealers from advertising a manufacturer’s products below a certain minimum price. This modern and considered approach to promotion has evidently been effective for Apple, as CEO Tim Cook recently stated that the iPhone X has been the ‘top selling phone every week since it launched’ (Apple Insider, 2018). From the evidence available it is easy to conclude that this success has most definitely been aided by their simple yet effective use of promotion. Place:website of apple.com and apple stores as well as many premium re-sellers. 14th ed. CONCLUSION 4. INTERNET REFERENCES However, in recent years it has become more common to add three new elements to the traditional marketing mix, making a combined 7p’s. Available at: https://www.cultofmac.com/88380/want-to-get-a-job-at-the-apple-store-heres-what-the-interview-process-looks-like/ [Accessed 5 February 2018], CultofMac.com (N.D.) Apple Store Employee [Photograph]. Samsung Electronics products are designed in 6 global design centres and manufactured in … By developing strategies that address the various aspects of each element, will be able to achieve its broad marketing strategy. Value-added resellers. In 2016, Apple was rated as the number 1 brand across the world. The ultimate guide to teaching online; March 5, 2021. Product. Process 2.2.3. Physical evidence 3. Product – Apple’s key products are the iPhone, iPad, and the Mac line of … The place element of the marketing mix is about where and how products and services are made available to consumers. Apple was founded by Steve Jobs, Steve Wozniak, and Ronald Wayne in 1976. Apple 7Ps Marketing Mix. Servicios Globales de Marketing Avenida País Leonés nº20 24010 León Teléfono: 622 831 047 e-mail: info@marketingsgm.es Image 5: Apple implements employee discount and holiday… Retailers. When a person uses an Apple product, s/he only just does not use it, but also develop an experience. Apple’s focus has always been on the products: creating devices that people need, are innovative, and look good. It is the largest tech giant in the world. The following post analyses Apple’s marketing mix. Marketing mix of Apple Inc. Apple Inc.’s marketing mix (4Ps) takes advantage of different product lines, distribution channels, and promotion, while keeping high-end price points for information technology, Internet services, and consumer electronics products. Available at: https://www.cultofmac.com/501936/iphone-8-gives-awesome-new-features-cheaper-price/ [Accessed 10 February 2018], EverythingApplePro, (2017) iPhone X vs First iPhone! Product element of the marketing mix for Apple is marked with simplicity in design and convenience in usage. Apple also develops iOS and OS X operating system software and a range of application software such as iLife and iWork. From the inception of Apple Inc, the founder named Steve Jobs always tried to innovate and introduce new products with unique benefits and features. It is considered to be the most advanced and innovative smartphone and comes loaded with features meant for both personal and professional use. INTRODUCTION 2. Available at: https://www.apple.com/shop/buy-mac/mac-mini?product=MGEM2LL/A&step=attach [Accessed 12 February 2018], Apple.com (2018) A screenshot taken of the Apple Support Page on their website [Screenshot]. Apple (1) 2. However, in recent years it has become more common to add three new elements to the traditional marketing mix, making a combined 7p’s. In particular, it shows how Apple has managed the 7Ps (product, price, place, promotion, people, process, physical evidence) to achieve success. Macintosh –The reason Apple exists is Macintosh. Process within the marketing mix is about how the product/service is manufactured and delivered (Farrall and Lindsley, 2008). The 7Ps helps companies to review and define key issues that affect the marketing of its products and services and is often now referred to as the 7Ps framework for the digital marketing mix. Introduction The Physical evidence is what the customer sees, before the customer decides to purchase the product. 5. Professional English in use with answers. Apple Marketing Mix Introduction. Apple 7Ps of marketing comprises elements of the marketing mix that consists of product, place, price, promotion, process, people and physical evidence. Apple I-phone Marketing Mix: All of you must be familiar with the iPhone and its popularity. Various third-party licensing arrangements and company’s own advertising platforms. Apple’s Senior Vice President of Industrial Design Sir Jonathan Ive in a speech at the British Embassy’s Creative Summit 2012 said “We are really pleased with our revenues but our goal isn’t to make money,” I’ve said of Apple. In the second quarter of the financial year 2015, Apple Watch became a best seller with a supply of 4.2 million units. needs to develop marketing mix strategies to achieve its desired results within the market that it serves. The original four categories 2.1.1. Apple pricing strategy also integrates MAP strategy. [online] Available at: www.apple.com/uk [Accessed 6 February 2018]. Over the years, Apple have not only become a household name, but also seen their sales and profits rising, with figures from their most recent quarterly press release statement looking extremely promising (Apple, 2017). On Jun 3, 2018 Jun 3, 2018 By yellowcat87. Marketing Mix of iPhone analyses the brand/company which covers 4Ps (Product, Price, Place, Promotion) and explains the iPhone marketing strategy. Available at: https://www.wsj.com/articles/apple-cuts-ceo-tim-cooks-pay-after-missing-2016-targets-1483710023 [Accessed 5 February 2018], A Report on ‘Promotion’ as an Element of Apple’s Extended Marketing Mix. Categories of services offered by the company, their brief descriptions and additions in 2020 are illustrated in Table 2 below. You can use multiple channels, such as a mix of online and mobile technologies, to make accessing your … This could be anything from a brochure or the staff uniform to the way a retail store looks or is designed (Farrall and Lindsley, 2008). Available at: https://www.youtube.com/watch?v=OJtQeMHGrgc [Accessed 5 February 2018], Landmarkdividend.com (N.D.) Apple iPhone 6 Billboard in San Francisco [Photograph]. Blog. How Users Read on the Web. Traditionally the marketing mix has been taken to comprise four elements: (product, price, promotion and place). Notably, Apple are wise in their choice to adapt to an extensive use of video content as part of their promotional mix, since a recent study has found that 72% of people would prefer to learn about a product through videos, given the choice over text (Hayes, 2018). as the 7Ps of marketing, sometimes referred to as the marketing mix. Latest additions being Apple watch and music. Create your own description of the final 3Ps of the Extended Marketing Mix: 2. The Two collaborated in the development of the “Apple I in the early 1970s. Available at: https://www.apple.com/retail/appleparkvisitorcenter/ [Accessed 12 February 2018], Apple.com (N.D.) The iPhone X [Image]. Its products are therefore considered to be unique. Businesses must consider the accessibility of their place related options and choices. Apple Marketing Mix Introduction. (Annual Reports, 2010) The famous brands offered by th… Evidently, Apple have noted these developments in market trends and adapted their promotions accordingly. In its infancy as a personal computer supplier in the 1980s, Apple used lengthy and visually crowded print advertisements. Price:Apple doesn’t believe in competition with other products in terms of pricing and thus are pricing their products as an aspirational item and not as a utility.The iPhone 6s and 6s plus are priced at $649 and $749. Apple also sells third-party digital content and applications through iTunes Store®, App Store®, Mac App Store, TV App Store, iBooks Store™ and Apple Music®. Moreover, the company generates revenues via iTunes and the iTunes Store, Mac App Store, iCloud and Apple Pay. 7. Apple products usually integrate innovative features and capabilities. Traditionally there are four p’s of marketing mix product price Place Promotion But recently the number is got changed to seven. Image 2: The above is Apple's implemented Marketing Mix Strategy. Therefore, in order to stay ahead of the competition, Apple needed to find a way stand out. A companys marketing mix involves the strategies and tactics pertaining to the implementation of a marketing plan. Available at: http://www.pocketfullofliberty.com/30-years-of-apple-ads/ [Accessed 12 February 2018], Pocketlint.com (N.D.) The iPhone X [Photograph]. For example, the company offers iPhone 12 Pro Max for as much as USD 1,099.00. Apple’s Official Website. Physical Evidence refers to what a business can do or have to shape how their product or service will be perceived by the consumer. Evolution Of Marketing- Apple’s extended Marketing Mix 7P’s. Apple (2017) Apple Reports Fourth Quarter Results [Online], Available at: https://www.apple.com/uk/newsroom/2017/11/apple-reports-fourth-quarter-results/ [Accessed 7 February 2018]. Dimensions (2c) 5. Many business plans could not able to become successful because of not executing these 7Ps in a proper way. Available at: https://www.youtube.com/watch?v=4asPtozqPK8&feature=youtu.be [Accessed 10 February 2018], Apple.com (2018) A screenshot of the Apple Online Store [Screenshot]. Commonly referred to as the 4Ps or 7Ps, the concept coaches businesses and marketers on how to target customers with an offering (product and/or service). This could be through a business premises such as a retail store or an online website. Available at: https://www.lifewire.com/history-ipod-classic-original-2000732 [Accessed 5 February 2018], Mactrast.com (N.D.) A screenshot of the Apple Order Status Page [Screenshot]. Apple’s CEO Tim Cook has stated one of their core values is that they ‘believe in the simple, not the complex’ (Think Marketing, 2016). as the 7Ps of marketing, sometimes referred to as the marketing mix. The number 1 company in a world where there are billions of companies. Today, Apple designs, manufactures and sells technological devices such as IPhone smartphones, IPad tablets, Mac desktop and portable personal computers and iPod digital music and media players. It can be anything from packaging, brochures, the environment inside the store or the logo. Nielsen, J. McCarthy has presented the marketing mix (4P’s) model to help the managers device a good marketing strategy where the benefits can be exchanged between the pillars of marketing, this was later modified by Booms and Bitner in 1982 (he added 3more P’s ) to cater the requirements of the service industry. The world’s largest IT company by revenue operates more than 500 retail stores in 25 countries and regions. 6 things your team needs to know before attending a virtual client meeting Apple 7Ps Marketing Mix The Genius Marketing Mix of Apple Inc. Abstract Apple Inc. is a worldwide company that has employed many forms of successful marketing mix strategies.