Apple Computer iTunes

Apple Computer iTunes



Apple Computer iTunes

Introduction

The Marketing Mix, it's a set of marketing tools commonly used by a firm to pursue its marketing objectives have been classified into 4 major groups, so called the 4 P's: Product, Price, Promotion, Place (Kotler, Philip and Armstrong, Gary 2004). In this paper we analysed the marketing strategy of Apple Inc. Apple Inc. is a multinational corporation that prides itself in producing “cutting-edge” and innovative computers, computer software, as well as a variety of personal electronic devices, including cell phones and MP3 players. It leads the industry in innovation with its award-winning desktop and notebook computers, OS X operating system, iLife and its range of professional applications. Apple also spearheads the digital music revolution with its iPod portable music players and iTunes online music store.

Marketing Mix

To date, iTunes possesses an incredibly strong brand image. Apple presents itself not only as the producer of quality products but as a corporation that is constantly innovating and always on the “cutting edge”. As a result of this chic, sophisticated image and a strong level of customer loyalty many new companies would find it difficult to compete with iTunes. Another major barrier to entry is the fact that iTunes has already formed alliances with the largest and most dominant music labels in the industry. If a competitor were to attempt to directly challenge iTunes it would have to provide these labels with an incredibly lucrative deal for them to actually turn away from an already proven and successful partnership with iTunes (Kotler, Philip and Armstrong, Gary 2004).

Product

From a brand architecture viewpoint, the company maintains a "monolithic" brand identity - everything being associated with the Apple name, even when investing strongly in the Apple iPod and Apple iTunes products (www.patentlyapple.com). Apple's current line-up of product families includes not just the iPod and iTunes, but iMac, iBook, iLife, iWork, and now iPhone. However, even though marketing investments around iPod are substantial, Apple has not established an "i" brand. While the "i" prefix is used only for consumer products, it is not used for a large number of Apple's consumer products (eg Mac mini, MacBook, Apple TV, Airport Extreme, Safari, QuickTime, and Mighty Mouse).

Place

As for the place iTunes was available online, therefore anywhere and anytime, with no distribution cost. With the ever expanding world of online business and commerce, today's technology has allowed for consumer to easily, ...