Marketing Mix



Marketing Mix

Introduction

Apple achieved high record revenue and growing figures in all types of customers, products and services in APJ & EMEA area. The company continues to grow faster than industry in all categories. New manufactory plants and sales offices are continually introduced to regions in order to save time and cost. The direct relationship model provides the powerful differentiator for the company to deliver satisfaction to customers of all sizes and types. These examples show success of Apple's customer-focused direct model that can be applied to all regions. It provides competitive advantage and opportunity for company's growth.

Apple has focused most of the resources to support large commercial and institutional organizations segment to sustain its growth by delivering superior services over competitors. In fact, Apple sells more computer systems to business organizations than any other company in the world. To adapt market change, Apple extents product categories to consumer electronics for better growth opportunities. The product that can be proposed to Apple Inc. to launch can be a digital camera DSLR. For this, a marketing mix have been discussed below. The target market for the product will be all the tech savvy people who thrive for innovativeness.

Marketing Mix

The marketing mix is traditionally defined as gathered information that serves to help an organization to make appropriate product and service, pricing, delivery, and promotional decisions. The analysis of the marketing mix serves to provide information for use to effectively introduce a product or service into the marketplace (Applbaum, 2004). The traditional marketing mix, otherwise known as the four Ps of marketing, include product, price, place, and promotion. The product includes the total tangible or intangible outputs of an organization. Tangible products are referred to as “goods,” while intangible products are called “services.” Price is the value a consumer equates to a good or service or the amount of money or goods asked for in exchange for something else. Place deals with the methods of distributing the product to consumers. Product placement, or distribution, focuses on the logistical aspects of purchasing and supply chain management to get the product or service from the manufacturer to the customer. Promotion represents how information about the product is communicated to customers, with a goal of receiving positive response from the consumer, and results in product sales. Promotions are articulated through the elements of the promotional mix, including advertising, sponsorship, public relations, licensing, personal contact, incentives, and atmospherics (Kotler, 2005).

Product Strategy

The Apple Hybrid Camera will be excellently designed with less size and weight as compared to conventional DSLR, with more capability of supporting wide range of lens; it gives perfect result with the ability of the GPS and image transfer via Bluetooth to the other devices. Its performance and quality will be tested prior to the launch. This product will have a mixture of capabilities and function which customer wants in their camera. The product will be reliable, durable and excellent in style, available in different colors. The product will offer full warranty, after sales service ...