Marketing Plan

Marketing Plan

Market Summary

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. Currently, the market for high-end phones like the Apple iPhone is small. Few people want Internet, video, and PDA features in one device because of the high price. The smart phone market is still relatively small compared with general phone market. The market will rapidly increase in coming years due to lower prices and greater power (Jason , 2010).

Distribution

AT&T and eventually other major cellular providers like Verizon. Goal is availability with all phone providers.

Purchasable direct from Apple online, and from major third-party online retailers like Amazon.com.

Apple stores in U.S., Japan, U.K., Canada, and worldwide.

All major electronics retailers: Wal-Mart, Best Buy, Circuit City, etc.

Marketing Strategy

Objectives - We have set an aggressive buy achievable objective for the first and second years of market

First-year Objectives - We are aiming for a 2 percent share of the U.S and U.K. PDA/Phone market through unit sales volume of 445,000.

Second-year Objectives - Our second-year objectives are to achieve a 10 percent share based on sales (Dalrymple, 2011).

An important objective will be to extend on the Apple brand name and link to the established meaningful positioning. Apple has invested heavily on the iPod brand and we plan to capitalize on the brand when marketing the iPhone. We will extend on Apples image of innovation, quality, and value. In addition we will measure the awareness and response in order to make adjustments to our marketing campaigns as necessary.

Target markets: iPhone's marketing strategy is to differentiate the iPhone from other PDA's on the market. One of our primary customer targets is the middle-upper income professional that need one portable device to coordinate their busy schedules and communicate with colleagues, friends and family. Our secondary consumer targets are high school, college and graduate students who need one portable multifunction device. Mainly this market will be replacing their iPod and cell phone with the iPhone.

Positioning: Using product differentiation, we are positioning the iPhone as the versatile, convenient, value-added device for personal and professional use. The marketing strategy will focus on the convenience of having one device for communication, but also music, pictures, and video, and full Internet access. The iPhone will be promoted as both professional and hip (Friedland & Petersen, 1992).

Strategies

Product: The iPhone will have ...