Marketing Communications

(A case study of iPhone a product of Apple Inc. Brand.)

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1.0 Introduction

            Apple Inc. is regarded as one of the dominant corporations in the United States (Behrandt, 2012, pp. 287). During the 1970s the company was popularly known as Apple Computers, having been formed by three individuals; however, the third co-founder did not believe in the longevity of the enterprises, for that reason he opted to sale his shares valued at 10% in the ventures at a price of $800. Presently, 10% shares in Apple Inc. are worth over $540 million; the company has quickly risen in popularity in the technology industry having conquered the global market. In 2007, Apple Inc. was able to venture into the production of smart phones, with the company penetrating the market by producing its flagship product known as the iPhone a GSM-based smart phone. Initially, the company had been accused by the individuals who purchased the iPhone product of adopting a very unsuccessful marketing strategy during the early stages of production. After the launch of the iPhone, Apple Inc. significantly reduced the prices of the product, such that the prices could be equated to the cost of the ordinary and regular 3G smart phones. This served as a discouraging factor to the earlier customers of the iPhone a product manufactured by Apple Inc. to satisfy the needs a particular cluster of the population.

            However, despite the Apple Inc. running a marketing strategy on iPhones that was termed as ineffective, loyal customers continued to purchase the iPhones. Dyer-Witheford (2012, pp. 131) asserts that the loyal consumers who unrelentingly purchased the iPhone received communication that the smart phone was adapted to be used by a singular service provider notably the AT&T. The poor marketing strategy resulted in the company facing more significant opposition from the loyal customers, who opted to use alternate service providers. For that reason, the company was forced to adopt a more effective marketing strategy that would ensure Apple Inc. penetrates the market and targets the potential customers in the global market. The company aimed at redeeming its image on the loyal customers who had faulted the marketing strategy, the company focused majorly on individuals from the upper-class cluster.

2.0 Marketing communication strategy

            The current marketing communication strategy adopted by Apple Inc. has helped the company to efficiently create brand awareness for the iPhone. As a result, according to Liao and Hseih (2013, pp. 411), the targeted consumers can translate the information concerning the product into specific perception about the attributes of the product as well as the position held by the product in the global market. Apple Inc. utilizes a marketing communication strategy so that to retain the current loyal iPhone customer base as well as be able to create a functional relationship between the suppliers and the customers. Besides, the marketing communication strategy adopted by Apple Inc. on iPhone defines the plan held by the venture as a way of disseminating information regarding the smart phones as well as establishing the spread of brand awareness (Foulger, 2014). Additionally, the iPhone marketing communication strategy majorly focuses on the consumer; as such Apple Inc. can use different components of marketing components. The marketing team responsible for running the iPhone marketing communication campaign recognizes that an analysis of the needs of consumers as well as preferences enables the team to run an efficient, market-oriented strategy.

            Apple Inc. has designed the iPhone’s marketing communication strategy such that it is constituted by various significant components. The advertisement of iPhones has enabled Apple Inc. to reach a broad customer base through the utilization of global market or use of appeals on the focused customer base. Personal selling through retail shops has enabled Apple Inc. to increase the number...