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Market Planning Activities of iPhone7 Plus

Question:

Discuss about the Principles of Integrated Marketing Communications.

The wide range of goods and services in a business process reflects the diverse assortment of penchant, experience, and attitudes of customers. Most of the cases there are limited products those can appeal to all the customers, irrespective of the period, earnings, gender and edifying background. In case of analyzing the mass market, it is quite clear that people have ample amount of money to spend has used the mobile like iPhone7 plus. This is one of the latest brands that produced by Apple. This stock value incorporates all of Apple's commerce; however, a huge part of the increase in price can be accredited to the commencement of the forward-looking iPhones, of which four million have already been sold during mid-January 2008. This assignment will investigate both the market planning activities and comparison from other companies (Baines, Fill & Page, 2013).

Technological enhancement and connectivity is the leveling measurement that can emphasize on the advancement of technology and their market. Smartphone is the most advanced connectivity that introduces the best mobile market for ever. People love Smartphone for the diverse facility that smart phone has done for the people that encompasses the best-selling option for the development of mobile companies. 45% of the China population has projected on Smartphone and new companies like Vivo, Oppo all these are the new generation mobile phone that mobile market influenced and gather more earning in this industry.  Apple has forever been recognized as a ground-breaking organization by providing customers the best potential user practice. The company has built a product ecology integrating their goods into all aspects of community lives. The Apple variety illustration allows the company to incriminate quality prices for each of their products. From 2016 their market share has increased by 2.03% in overall business procedure and that process will sustain in 2018 also as the flow of business is very good by introducing new innovative products in the market. Smartphone products in international are predictable to sum up to 1.71 billion in 2020. By 2018, more than a third of the world’s population is expected to own a Smartphone, an anticipated total of roughly 2.53 billion Smartphone users in the planet.

Apple believes that civilizing the ecological presentation of production starts from their products. The watchful environmental administration of their services worked right through their life cycles includes scheming the extent and types of resources used in their produce, humanizing their power competence, and conniving for enhanced recyclability. iPhone7 Plus is one of that item that relates the energy efficiency, material efficiency, has the protection form restricted substances and response to the climate change as well. The decrease of virgin aluminum employ and escalating low-carbon aluminum industrialization, the greenhouse gas emissions connected with the aluminum inclusion of iPhone7 Plus are 55 percent less than those of iPhone6 Plus and  9 percent less than those of iPhone6s Plus. This is the generation of product specialization that introduced by Apple to sustain a good environment on the earth. The latest model of iPhone7 Plus is prepared of aluminum and other resources highly preferred by recyclers 9 Yang, 2017). In adding together, plastics used in the display frame are finished with 28 percent bio-based substance. The good energy efficiency is presented in this kind of phone and that demonstrate the quality of the iphone7 plus (Ali & Talwar, 2013). In all parts of strategy, Apple is doing their best to mitigate the restricted substances and introduced the good amount of recycling element for the future use. The company has put a leadership in restriction from those substances like lead, cadmium, hexavalent chromium, BFR, PVC, and lead.

Comparison with Competitors

Features

Apple iPhone7 Plus

Samsung Galaxy S8 Plus

Xiaomi Redmi Note 4

Micromax Canvas Infinity

HTC U11

PRODUCT

Screen and Resolution

5.5’’

6.2’’

5.5’’

5.7’’

5.5’’

Operating System

iOS 10.0.1

Android v 7.0 Nougat

Android v6.0.1 (Marshmallow)

Android v7.1.2 (Nougat)

Android 7.1.1 Nougat

Storage

32 GB

64 GB

32 GB

32 GB

64 GB

Connectivity

GSM/ CDMA/ HSPA / LTE

4G (supports Indian bands), 3G, 2G

4G: Available (supports Indian bands) 3G: Available, 2G: Available

4G (supports Indian bands), 3G, 2G

4G (supports Indian bands), 3G, 2G

GSM/ CDMA/ HSPA / LTE

RAM

3 GB

4 GB

3 GB

3 GB

4GB (U.S.) 4/6GB (International)

Processor

A10 Fusion

Octa-core (2.3 GHz, Quad core, M2 Mongoose + 1.7 GHz, Quad core, Cortex A53)

Octa core, 2 GHz, Cortex A53

Quad core, 1.4 GHz, Cortex A53

Qualcomm Snapdragon 835

Battery

2900 mAh

3500 mAh

4100 mAh

2900 mAh

3,000mAh

PROMOTION

In case of promotion, Apple is not available in most of the rural areas thus for the reach the company they have to promote their business in such areas. Most of the people are not aware of this kind of phone as the classy and business related people are using their product however for the better understanding of the business extension they have to promote their business in such areas.

Samsung has a very good reach and promotion level. As the company has mobile phones at low ranges thus their reach in rural areas or underdeveloped areas in quite high. People have a good trust over the company and they wanted to buy such phones.

They have a good range of feature this is the reason they have been compared to the big brands. For the promotional purpose, they have implemented some strategic changes which influence their business in a steady form.

Micromax is the cheapest from all of these. They have a good amount of feature and quality but the imposed quality they offered are not the ultimate or best like others. But they have the good reach in business.

A well-known company with the class and antiquates as they have the good amount of verity in feature and promotion as well. 

PLACE

International business but in rural areas business is not spread through.

All around the world with all the genre of the people having it.

Good amount of place covered and a strong International side in business.

Mostly in the underdeveloped areas and I developed areas too.

International business mostly in the sophisticated areas.

PRICE

Very High

High

Moderate

Low

High

In case of promotional matter, Apple is doing their best to maintain a good chain with the fastest growing business market. All the features and the benefits are provided by the company is impeccable and that also strengthen their quality and strength. In this globalized business market when all other brands are doing their best to innovate their quality of the phones, Apple also maintains their rate of progression by applying their old static procedure. Android version of mobile is now introduced by Nokia but Apple is still based on the same operating system. The target market of Apple is very different (Dodson, 2016). Earlier the company does not state their policies, prices and other facilities for all sectors of customers; rather they have the separate panel of customer who is the target market for the company. Generally high executives and business users are having this product. They have the purchasing ability well. So they may try to avail that product as the esthetic of global sustainable product culture is associated with the feature of that product (Edson & Beck, 2013). Apple unadventurously assumes a three-year period for control employ by first owners. Product use scenarios are based on chronological client use data for comparable products. Geographic differences in the influence lattice unite have been accounted for at a provincial echelon.

In case of a demographic section, customers' age, income, gender, family size all these ate related with the business consideration. Customers have a certain different approach and need for every product. At a certain age, customers' taste will change and that caters the interest of the company. Earlier men and women both business people like to have it for their business purposes however now the situation comes when the prices of the phone are getting low and that determines the more increase in sell and have ore used in the market (Challagalla, Murtha & Jaworski, 2014). In the psychographic segmentation lifestyle, values and interest are defining variables that needed to be focused on. In case of Apple, specialized phone selection is the reason behind the usage of such phone (Moriarty et al. 2014). The lifestyle of people always has an impact over this and those have already habituated by that kind of quality brand are not changed the brand anymore.

Apple has turned ordinary applications in a beautiful way. They have innovated modulations so that their building structure over the making of the phone is quite different from the other companies. They have justified their pricing, as well as the quality they served, is impeccable from their perspective so they demand of price is quite justifiable from their end. Communications and interactions in native languages to their sectional audiences are another strategy that they have implemented to extend their market (Ang, 2014). Innovations like edge to edge glass, retina display, LED backlighting all these are an important feature that they have implemented for their promotional market sustainability. The market differentiate for Apple is always in the better side as the particular section of customer preferred the brand and other companies are lacking in that only sector from Apple. The strategic change in accumulating more experience in their company is another approach that established by them. Apple is the lone leader in the sale, they are not collaborating with their companies, and the reason behind the trend is the brand name that they have generated in the market (Chorafas, 2016).

Environmental Policies of Apple

The perceptual map and the posting of the marketplace determine the Positioning of Apple and it shows that Apple has the best quality in case of the general feature of the special one. All these features are underlining the aspect of best in technologies market as well as highlighting the best performance mobile in the world (Strauss, 2016).

In an aspect of features all those phones are the latest of their edition thus they all have more or less same features and qualities.  Micromax and Redmi having the same quality and their benefits are quite good also as they are available at the low price and that will help the middle-class people to peruse their work. On the other hand, Samsung has ample amount of opportunities with the high and classy benefits (Chernev, 2014). Apple has the same feature but the price of Apple is very high comparing to Samsung.

Symbol is the oldest and most compelling in Western folklore. Apple’s utilize of the logo is enormously authoritative; their forename and analogous pictographic symbol are identical. The logo of the company signifies their culture, ethical nature and work progression. All the organization is going their best to make strengthen their position. In case of technological equipment their quality in device and the variety of quality they produce will make them strong enough in the business market. Company positioning is depended on that issue where the proper promotional purpose mitigate the strengthen nature of the company. An instance like Apple has efficacy in mobile phone marketing and thus their nature of promotion is bit different from the other companies. They have implemented the strategic implementation in their marketing and this enhances their business market rate as well.

Conclusion

Competitive advantage is important for any organization to make a sustainable business condition over the globalized business arena. In Apple iPhone7 Plus, it has better and bigger battery than iPhone6S plus. The size of the battery is 2887mAh which produce more energy by running the phone for longer time. Size of the phone and the better resolution of the phone are the other significant change that Apple has made in their latest version. 12 MP lens dual camera set up is another feature that provides competitive advantage to the company form the other models from different companies. For the competitive advantages, most of the companies are providing low rates mobile phone to their customers so that sale of their product will increase. On the other hand, Apple has the field value rather will become quite affordable as they are increasing their market sale through internet and web media.

A bit more storage and battery backup will be the recommended feature for iPhone7 plus. The quality they provided is undoubtedly the best; however, the best in all aspect will increase the market selling of the phone and make an impact on the product. As the operating system of the phone is under the operating system iOS not in Android thus their activities must be limited, however, if this innovative process can be implemented in over there then the service will enhance.

References

Ali, H., & Talwar, V. (2013). Principles of marketing. University of London: International Programmes.

Ang, L. (2014). Principles of integrated marketing communications. Cambridge University Press.

Baines, P., Fill, C., & Page, K. (2013). Essentials of marketing. Oxford University Press.

Challagalla, G., Murtha, B. R., & Jaworski, B. (2014). Marketing doctrine: a principles-based approach to guiding marketing decision making in firms. Journal of Marketing, 78(4), 4-20.

Chernev, A. (2014). Strategic marketing management. Cerebellum Press.

Chorafas, D. N. (2016). Business, marketing, and management principles for IT and engineering. CRC Press.

Dodson, I. (2016). The Art of Digital Marketing: The Definitive Guide to Creating Strategic, Targeted, and Measurable Online Campaigns. John Wiley & Sons.

Edson, J., & Beck, E. (2013). Design Like Apple. Hachette Audio.

Moriarty, S., Mitchell, N. D., Wells, W. D., Crawford, R., Brennan, L., & Spence-Stone, R. (2014). Advertising: Principles and practice. Pearson Australia.

Pike, S. (2015). Destination Marketing: Essentials. Routledge.

Rowles, D. (2017). Mobile marketing: how mobile technology is revolutionizing marketing, communications and advertising. Kogan Page Publishers.

Strauss, J. (2016). E-marketing. Routledge.

Wi?cek-Janka, E., Papierz, M., Kornecka, M., & Nitka, M. (2017). Apple Products: A Discussion of the Product Life Cycle.

Yang, X. (2017). Jeep Black Label: Formulating future symbolism around hybrid lifestyle.

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