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I am going to launch I phone 6. It’s a mobile phone without keypad. It’s a touch screen phone. You can also use it as a mini computer. It has Microsoft windows 9 with latest software. It has all the latest technology from apple. I am going to explain how I will do the marketing of this product.
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Marketing planning process for iphone 6:
1) Mission statement:
“Give something new to the new generation”. Its bring the world in the hand of the customer its make life essyer. Its bring new technology to the customer. We are offing the best product in the market. We
1.1) Cooperative objective:
We want to see that more customers are willing to buy this product by end of this year. We want to attract more and more consumer. We want to create more jobs in the market in next few years and will make a place of our own in the market.
promise the product will be latest technology and affordable for the consumers.
2) Marketing audit:
2.1) Who are the competitor:
My products main competitors are Blackberry Storm, Palm Pre, Motorola Droid , HTC Droid Eris, Samsung etc.
2.2) Swot Analysis:
SWOT analysis is a very important analysis for lunching a new product. Strengths and weaknesses are the internal and opportunity and threat are the external analysis.
- Strong brand image.
- Advanced smart phone technology.
- Application/update availability.
- Selective providers.
- Limited product selection.
- New entrant stage.
- International markets.
- Insufficient network/system
- Protocol-based network.
- Nice market.
- Online capability/options
- App store
- Overall pricing control
- Product diversification
- Immense competitors
- Superior technology
- Dependence on their third party supplier
2.3) Pest analysing:
It’s a very important analysis for lunch a new product. It is a external analysis.
For lunch any new product like I phone 6 must operate under Political factors include government regulations and legal issues and define both formal and informal rules. Like
- Tax policy,
- Employment laws,
- Environmental regulations,
- Trade restrictions,
- Political stability etc.
Economic factors will affect the purchasing power of potential customers and the products cost of capital. Some examples of the economy:
- economic growth,
- exchange rates,
- Inflation rate etc.
Social factors include the demographic and cultural aspects of the external macro environment. Its involved customer needs and the size of possible markets.
- Population growth rate
- Age distribution,
- Career attitudes,
- Stress on safety
- What is the popular religion etc.
Some technological factors you must analysis for lunch a new product :
- R&D activity,
- technology motivations,
- Rate of technological change etc.
2.4) The compatiteve advantage :
Apple has two types of advantages:
Internal advantage: The main internal advantage is Appel that it has focused on in its design for the I phone 6.
External advantage: the main external advantage are,
a) the apple brand name
b) The simplicity of it user interface
c) The advanced technology incorporated in to its design.
3) Marketing strategy
3.1) Who are the target market:
Apple target alll kind of people who wants new tecnology. They resarch about peoples needs and wants. The iPhone targets consumers who need to store information and communicate or people who want entertainment on the go. Apples target segments consist of professionals, students, corporate users, entrepreneurs, and health care workers.
Large company with various products Apple has too many consumers, rather targeting a particular segment. But because of buyer both users and network operator crave a latest frills the iphone will be a high demand until a better and more advance product is introduced.
Product and Designing / Basic
3.3) The marketing mix:
The marketing mix is often referred to as the “Four P’s” – since the most important elements of marketing are concerned with:
- Product – the product that the customer obtains.
- Price – how much the customer pays for the product.
- Place- how the product is distributed to the customer.
- Promotion – how the customer is found and persuaded to buy the product.
4) Implement :
Iphone assess the product climate in which it will implement the marketing strategy. Iphone will Study the competition and develop a plan for differentiating the product from others. Developing communication strategies for letting customers know how the product is different, by mentioning the curbside service in ads.
Iphone will survey the customers in order to learn who they are and what they want from the products. It will use informal surveying techniques such as speaking to the clientele directly and asking how it can better meet their needs. Also perform formal marketing research by asking customers to fill out questionnaires in person or online. Will Offer free products in exchange for their time and feedback. WordsI(791)
Question 2 :Discuss market segmentation and customer segmentation process
1) Market segmentation:
Market segmentation is the process to identify customers is they worldwide group or individual customers. Are they all the same the same quality who is likely to exhibit similar responses to a marketing mix? The purpose for segmenting a market is to allow your marketing/sales program to focus on the subset of prospects that are “most likely” to purchase you’re offering. It have to be done properly this will help to insure the highest return for your marketing/sales expenditures. Depending on whether you are selling your offering to individual consumers or a business, there are definite differences in what you will consider when defining market segments.
2) Customer segmentation:
Customer segmentation is the practice of dividing a customer base into groups of individuals that are similar in specific ways relevant to marketing, such as age, gender, interests, spending habits, and so on. Customer segmentation procedures include: deciding what data will be collected and how it will be gathered; collecting data and integrating data from various sources; developing methods of data analysis for segmentation; establishing effective communication among relevant business units about the segmentation; and implementing applications to effectively deal with the data and respond to the information it provides.Â For understanding the customer segmentation you have to discuses about,
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2.1) Customer needs and wants: What kind of product customer wants and needs you must be understood after lunching any new product. For example when weather going to be could at this time people needs warm cloth at this time if you produced warm cloth people state way go for it .
2.2) Identify most attractive segments for coustumerÂ :
Coustomers are attracted by the looks of an product and where there wants needs are taken to count. Also coustomers are atracted by the latest technpology.
. Question no 3: Analyse the factor behind choosing one or more segments with regards to targeting:
For discussing the factor behind choosing one or more segments with regards to targeting I choosing Apple I phone.
How well are existing segments?
Apple has really done well for itself with the iphone. The fastest-growing segment in the mobile phone industry is the smart phone segment, and it’s been growing every year – growing 72% over 2006.
How large is the segment, and how can we expect it to grow:
Do we have strengths as A company that will help us appeal particularly to one group of consumers: Apple has lot of strengths which can help you to appeal to one group of consumer. Some of strengths are,
Apple is one of the most established and healthy IT brands in the World,
Product development. Doesn’t invent the market, but its products set high standards for the market.
Design and utility. Sleek, not clunky. For instance, the desktop computer is part of the screen, not a separate box with wires; the iPhone has very few buttons and feels nice in the hand. Products are easy to use, almost intuitive
Apple understands is consumer base maintains a semblance of brand loyalty and also beasts a unique Mac operating system.
Question no 4: choose a product or service that has changed the mind of consumers and identify the factors behind which contributed to its growth in the market place:
I choose the iphone 4 which change the mind of consumer. How iphone 4 change the consumers mind and why people choose it it’s given below:
What kind of benefit has as a product:
The iPhone has an innovative touch screen that is patented and unmatched by any other mobile product today. It also has many functions of other mobile products all in one device. The phone will work with itunes and with other Mac/Apple products like the new Apple TV, allowing for wireless connectivity to the big screen. The iPhone is also compatible with many Mac OS software tools. Mac OS compatibility means that the iPhone has limitless potential for upgradeability.
The all-new touch screen interface making operations extremely intuitive, it is radically different from those of other phones or PDAs that recognizes multi finger gestures, just as the human hand normally behaves. The Mac OS X application imbedded into the iPhone assures users will easily recognize what they can do. The iphone 4 had great technological innovations like the original Macintosh.
Why it is unique:
it has latest technology, up store for a Mac book, high class touch screen, easy internet accesses that’s why its different than other phones and customer choose this phone.
$350, the iPhone would be sold at a reasonable price for its value. It outperforms any other PDA or smart phone on the market and the convenience of having multiple features combined into one-device increases its overall value.
Quality – The iPhone has one of the brightest and most scratch resistant screens in the market. It also has a fine metallic finish that is durable and light. The software suite included is also unsurpassed with their ease of use and resistance to computer viruses.
Mobile Culture: Mobile Culture is the technical division of Label Networks that specializes on designing and developing applications for the mobile generation. Having developed wireless applications in various youth markets, Iphone has a deep understanding of the mobile lifestyle, and the potential and future growth of this market.
Iphone are now offering this mobile experience to brand and organizations via Iphone new division dubbed the Mobile Culture Lab. Iphone group is versed in solving complex technical applications for both the iPhone and Android mobile devices, yet also an eye for design aesthetic and user experience.
Customer feedback:Â Â Â Â Â
From iphons reviwes we can see that some coustomers are very satisfy with the available wifi. Some said they had no connections. Some customers apparantly the signal was just too weak. The content is great and they are very happy with the application itself. Some said this is pretty sweet! they can access hundreds of free audio and video files that will let them keep learning on the move.
The customer service executives of the phone operators are not allowed to reveal the private and confidential data of one client to a person.
Iphone has very good coustomer service they are customer service line open from 9am-5pm monday-Friday and saterdy 10am-4pm. They want to provide good customer service for that they have skilled employes. They have a online contact from for customer.
Who are the targets?
Apple Doesn’t Target Markets. It targetsÂ People. Apple target alll people who wants to fullfil their needs and wants. The IPhone targets consumers who need to store information and communicate or people who want entertainment on the go. Apples target segments consist of professionals, students, corporate users, entrepreneurs, and health care workers.
How are they targeted?
Apple has never marketed Macs to enterprise customers, and only hired a skeleton sales crew to sell to such customers, but it has been advertising the iPhone and its business-related applications in The Wall Street Journal, Bloomberg BusinessWeek, and other business-friendly publications. It’s also added Microsoft Exchange compatibility to the iPhone, as well as advanced, CIO-pleasing security. Apple lets the people decide how and where they’ll use its products.
Who are the apple iphone 4 competitor: the main competitor of iphone4 is Black Barry , which bring lots of technological product ,and also apple I phone has other competitors like HTC ,Nokia, Samsung etc. They are trying to bring new phone for caught the I phone market. For example Nokia bring Nokia N8 which is being new technology for customer.
Are they joined with other company: Apple is an individual company; it is not owned buy any umbrella company. Apple sale their shares in the stock market.
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