Marketing Strategy for Apple Mobile Phone Branding Strategy Case Study Essay

Marketing Strategy for Apple Mobile Phone Branding Strategy Case Analysis Essay Part 1

Abstract:

Mobile phones have taken over people's lives, and the competition for cell phone brands has become more and more intense, with Apple cell phones being the first to do so, and Apple is loved by people at different levels. To be unique among the many brands, adding unique thinking concepts to the brand when building it can attract more attention. Apple should focus on individual consumer experience; focus on product personalization and differentiation; focus on marketing; and strengthen brand awareness.

Keywords:

Apple cell phone; brand strategy; marketing strategy;

I. Overview of the theory of brand strategy

(a) Definition of brand strategy

Brand strategy is the product of the development of the enterprise to a certain period. In recent years, many enterprises have begun to pay attention to brand strategy, because it can bring greater profits to enterprises in the competitive market. The branding concept was first applied to the enterprises in the United States, and then expanded to more enterprises. Developing a brand development strategy became a top priority for companies.

(2) the content of brand strategy

1. brand positioning strategy

The use of positioning thought system, the market for the brand investigation and research, and its long-term planning, and consumer demand to match, really make the need for this product to feel that the people feel value for money.

2. Brand innovation strategy

Brand innovation, as the name suggests, is based on the original product to transform, design and add new elements, and find a unique difference in the product. The innovation strategy is to find a point of convergence with consumers on this basis.

(C) Advantages of brand strategy

1. Economic advantages

An important advantage of brand strategy is that it can bring higher economic benefits in the long run. Successful brand strategy lays the foundation for the future income of the enterprise. This is mainly manifested in the following two aspects.

First, high sales. Brand strategy in order to attract more consumers must be in the market after a long period of development and improvement.

Second, high profits. The scale advantage of brand strategy can make the cost compensation. To avoid vicious price competition, it is necessary to differentiate the product through brand strategy, it is possible for manufacturers to bring a higher return on investment.

2. Strategic advantages

First, the competitive position. From the perspective of market segmentation, consumers are able to recognize brands with differences and high quality. Therefore, there is no fear of brands from outside of them. A good mix of brands increases barriers to entry and thus provides a strategic advantage over a single brand strategy.

Second is the relationship between businesses and manufacturers. Businesses can be constrained by very few merchants. If a manufacturer produces a brand that is popular with consumers, they will sell that product to retailers.

Second, Apple cell phone background analysis

(a) Apple cell phone background overview

Apple's first generation of smartphones came out in 2007, the iphone first of all, with its unique appearance to attract a large number of consumers, and its touch-screen design really promote the development of the smartphone industry, but also set off the cell phone industry. Nokia and Motorola, the two giants of the cell phone industry, have also declared failure with the failure of decision-making. Apple entered the Chinese market through a joint venture with China Unicom, which attracted a large number of Chinese users at the beginning, making the number of Apple users continue to rise, and the development of Android system also makes the market always in a competitive situation, and constantly promote the development of the mobile Internet, and nowadays a smartphone has become a habit.

(II) SWOT analysis of Apple's mobile phone

Using SWOT analysis, by analyzing the internal and external environment of Apple's cell phone, it is concluded that Apple should try to avoid the threats and eliminate the disadvantages, and make adjustments to the relevant cell phone business. It should make full use of its own advantages, so that the products under its own banner can play to its strengths, gain higher profits and occupy more market share.

(C) Analysis of the marketing strategy of Apple's mobile phone

1. Product differentiation

The reason why Apple's cell phone can be loved by the majority of consumers is that they adhere to the concept of "superb products will bring superb profits", and adhere to the innovation of any product. For any product, Apple pays great attention and insists on implementing the strategy of high-quality products, and all aspects of the service are in place.

2. Word-of-mouth marketing

The Internet era is an era of information explosion, consumers are unable to deal with the complexity of the advertising information and information overload so that consumers do not know how to choose the market goods. People communicate with each other and this mode of interaction has a high degree of directionality. Once these people have experienced the advancement, reliability, and superiority of apples, they will take the initiative to pass on this information to those around them and beyond, thus increasing the sales of apples.

3. Pricing strategy

Apple adopts a skimming strategy in its pricing strategy. When a new product is first released, it is placed at a high price, coupled with a high level of promotional tactics, which ensures a high initial profit, and then gradually reduces the price with the expansion of the product's market. Apple's strategy is to quickly recover its investment, and to provide the conditions for future price reductions and promotions.

Apple brand strategy analysis

(a) Apple brand positioning analysis

1. Market segmentation strategy analysis

Segmentation of the market is to divide consumers with the same tendency to shop into a number of parts, each of which is equivalent to a segmented market. Apple brand cell phone has powerful functions and expensive features. Consumers are categorized into the following three types for these features of Apple phones.

One is the casual gaming type. Leisure gaming type most of the teenagers, with youth and vigor, active thinking, the leisure gaming function is fond of, to have a high cost-effective, but because it is still a learning stage, no work, limited economic capacity, insufficient purchasing power.

The second is the successful and excellent type. Most of the successful and excellent type is already in the work, and have a certain position. In the work of a certain achievement, they pursue a quality life, the pursuit of brand-name products, pay attention to privacy, economic strength is stronger.

Third, the R&D exploration type. R & D exploratory type is mainly computer enthusiasts, network programmers, programmers, love to study and discover the unknown. Strong practical ability and hands-on ability, like new features. And are interested in developing the potential of cell phones.

2. Target Market Selection Strategy Analysis

In the classification of consumer types, the company grasps a portion of the potential demand for accurate positioning. iPhone communication devices using differentiation strategy and R & D strategy, the pursuit of the characteristics of the trend.

First, from the appearance of Apple's cell phone, simple, stylish appearance is very popular with young people; Apple's cell phone features are captured the hearts of most young people.

Secondly, from the kernel point of view, Apple's cell phone has a strong performance, can handle text and other software functions, improve work efficiency. White collar and other youth groups are potential demanders.

3. Analysis of Market Positioning Strategies

Apple cell phone as a new generation of smart phones, who is equipped with the iPhone, who walks on the road to the forefront of the popular fashion. Apple has strong R&D and exploration ability. Continuously launch new products to increase market share and firmly control the psychological changes of consumers. Maintain old customers and develop new customers.

4. Analysis of market competition strategy

In the case of complex and changing market conditions, having unique selling points. The implementation of different strategies seems to be crucial. Apple mainly uses differentiation strategy in terms of market competition strategy.

One is product differentiation. Apple's cell phone uses its own iOS operating system with security and high fluency guarantees. iOS enables smart mobile devices to more fully utilize hardware devices, which is a guarantee that users will keep their mobile devices fluid during the experience.

Second, the difference in visualization. Steve Jobs, the CEO of the company as the brand spokesman, injected his unique character traits into the corporate culture.

Third is the difference in servitization. Apple has a lot of experience stores, so that consumers can participate in them and really feel the charm of Apple, which can attract many consumers.

(B) Apple's cell phone brand innovation analysis

1. Product innovation strategy analysis

First, simple design. Simplicity is the core concept of Apple's cell phone, and all of its products embody this concept. Its founder, Steve Jobs, strives for perfection in product innovation and process design. From the design to the user experience to the simple but gorgeous appearance, are the perfect display of this concept.

Second, unique design. At the beginning of the research and design of the product, the Apple phone was subjected to very strict gatekeeping in all procedures, and then judged by the top leaders. After a rigorous process to reduce the cost of the product design process.

2. Analysis of the innovative marketing of Apple's mobile phone

First, hunger marketing. Different from the traditional sense of hunger marketing, Apple's cell phone takes the extreme hunger marketing mode, initially Apple will not disclose any relevant information about the new product, only claimed that there will soon be a new product on the market, and then in the next long time, any information about Apple's cell phone is nearly none, to be consumers eager to get the new product information of Apple's cell phone, Apple's CEO will suddenly come in person to the The launch site for a brief introduction, after the official listing of the phone, all kinds of product information of all shapes and sizes, such as this extreme contrast, will make many fruit fans as a long drought, and ultimately gave rise to a strong interest in consumers and the impulse to buy.

Second, experiential marketing. Apple has a lot of experience stores, and this kind of marketing can make users familiar with the product very quickly, and quickly get user feedback, and then quickly adjust or improve its program. Apple has set up experience stores around the world, attracting a large number of consumers to come and feel the magic of Apple's products and improving Apple's operations.

Four, Apple's cell phone brand strategy revelation

(a) focus on the individual experience of consumers

Apple companies in the creation of high-end quality cell phone at the same time also pay more attention to the sale of pre- and post-sale high-end services, consumer-centric. Chinese enterprises are not, especially Chinese enterprises in the product after-sales service, the face of the problem, most of the time to take to avoid the problem, the industry environment has a negative impact. Therefore, only to consumer-oriented, to meet consumer demand for innovation goals, do consumers trustworthy brand products and services, in order to lay the foundation for the future development of the enterprise.

(ii) focus on product personalization and differentiation

At present, most of China's smartphones are using the same Android system, a thousand designs. Unable to meet the needs of consumers on the uniqueness of the difference, unable to meet the consumer multi-smartphone expectations of the psychology. This leads to slow progress and poor market competitiveness. If enterprises want to be recognized by consumers in the market, they must start from the consumers' point of view, constantly reform and innovate, and stand out in the market. Innovation is the soul of a nation's progress, is the inexhaustible power of a country's prosperity and development, but also a driving force for the development of an enterprise, to make progress we must take the road of innovation.

(C) pay attention to marketing

Through the case study of Apple's cell phone can be seen, the success of Apple's cell phone is not only relying on advanced core technology, while high-end services, perfect marketing, clear positioning of the product, adherence to the core concept of consumer-centric, the correct choice of strategic partners, personalized differentiated design, as well as brand awareness enhancement. The promotion of brand awareness and so on. All of them have laid the foundation for the achievements of Apple's cell phone today. So the brand strategy and marketing model are of great significance to the development of the domestic smartphone industry.

(D) Strengthen brand awareness

The brand of the enterprise is not only a representative of the reputation of the enterprise's products, but also a symbol of the identity of the enterprise, which has become a kind of intangible assets of the enterprise in the invisible. Enterprises want to stand out in the world's competitive environment, it is necessary to establish their own brand strategy awareness, expand brand awareness to improve the brand's international influence. Apple cell phone through advanced technology and innovation to establish a brand image in the international market, so that the Apple cell phone renowned around the world. Domestic cell phone should strengthen the construction of corporate brand image, learn Apple's brand building strategy. Integrate their own conditions, develop their own development strategy, and create brand awareness. In the consumer to establish a good reputation and image, for the future enterprise to the world to lay the foundation.

This paper provides an overview of the relevant theories of brand strategy, and briefly introduces the background of the development of Apple's cell phone, using SWOT analysis to analyze the background of Apple's cell phone and Apple's cell phone strategy, and analyzes the marketing strategy of Apple's cell phone in the Chinese market from the market positioning and marketing strategy. The reasons why Apple's cell phone can be successful in the Chinese market, and the reference significance to China's cell phone industry.

Apple cell phone brand strategy of marketing strategy case study thesis Part 2

Abstract:

As the world's most influential Iphone cell phone, can stand out in the increasingly competitive cell phone industry, to achieve such dazzling sales performance and industry status, in addition to the product itself is excellent, behind the marketing strategy is also This paper analyzes the marketing strategy of Iphone. This article analyzes the marketing strategy of Iphone, in order to learn the most valuable and innovative marketing methods.

Keywords:

Iphone; marketing strategy

Classification number: F416 Literature identification code: A Article number: 1006-4117(2012)01-0239-01

Marketing strategy has a direct impact on the marketing activities and performance of enterprises. impact. Even though Steve Jobs, CEO of Apple, described it as "a revolutionary and incredible product, five years ahead of any other cell phone on the market", he had to admit that its success could not have been achieved without a marketing strategy.

First, alternative concepts, beyond the self

In marketing theory, the customer as God, the vast majority of companies hold the "consumer-centric" concept, the enterprise's products to meet the needs of consumers and services, but Apple dared to Apple, however, dares to be "enterprise-centered", insisting that the company will never design products based on customer needs. In its annual new product launch, Apple has only one product, and what it produces, consumers buy. By doing so, Apple is not demonstrating that it is out of sight, out of mind, and business-centered, so its goal is not to outperform its competitors, but to continually outperform its previous self without distraction.

Second, bold innovation, trend-setting

Apple's passion for innovation has been called "paranoid innovation", and the number of patents Apple applies for each year is 1.5 times more than that of the industry's computer giant Dell, which successfully obtained 563 patents in 2010. In 2010, Apple successfully obtained 563 patents. Whether in terms of product appearance or functionality, Apple's innovations have always attracted a large number of imitators. Apple's myth started with the Mac, even if it was not compatible with PC, it could not stop the followers. The subsequent Ipod conquered the audience with its exquisite design and brilliant colors, just like the difference of Apple itself, and the scramble to buy it was to prove its own maverick and follow the trend. Today's Iphone4s is even more so with its combination of sophistication, innovation, design, technological ease of use and unique user group culture that captures the consumer's desire to buy.

Three, keep it mysterious, make it a topic

Apple has cultivated a large number of customers who have the ability to consume and have brand loyalty by virtue of a series of means, such as excellent technology, good quality, and after-sales service. On this basis Apple knows how to utilize psychological tactics, accurately grasping the user's pursuit of its products, the psychology of people's consumption. Multi-dimensionality and difference determines that a commodity must have multi-dimensional emotional appeal in order to attract specific consumer groups to produce the expected purchase behavior. Every year, before the launch, it will release the wind, but then it is silent, which has hung up the media and consumer appetite, people look forward to, have speculated about its new appearance, new features, Apple's every action teases the consumer's nerves, so that people are excited.

Fourth, hunger marketing, hang the appetite

The so-called starvation marketing, refers to the producers intentionally lower production, to create the illusion that demand exceeds supply, so as to raise the price of goods to obtain more profits. Iphone's starvation marketing has completely exceeded the basic concept, rose to a new height, to the limit of its play. For example, the listing of Iphone4s, first released a little news, avoiding the product, creating numerous hot spots. October 5, after the conference held in batches around the world, October 14 for the first time in seven countries after the listing of a long period of time and no news. The third November 11 in Hong Kong, November 4, Apple can be booked on the official website an hour was snapped up, so that consumers are again in an anxious wait, enthusiastic consumers in front of the physical store overnight queuing scenes are endless. Using this kind of marketing strategy if dragged for too long, will cause consumer disappointment and lose patience, and Iphone is doing just the right thing, hanging the consumer's appetite, and from time to time, a step deeper.

Fifth, word-of-mouth marketing, empire building

Word-of-mouth marketing is known as "viral marketing", the reason is that it spreads fast, low cost, and high impact. Iphone users are mostly young people who like interaction, they are the first audience to experience the reliability and superiority of the product, and they are also willing to spread the product's functions and experience to their friends and relatives. the Iphone's launch promotion plan for each region has different launch time and price, so that the Iphone's wave of discussion has been constantly raised, and the comparisons of various versions are flooded with many websites and forums, which has successfully utilized the power of the consumers to advertise the Iphone for free. Iphone to do free advertising. And these Apple fans, self-organized, always defending Apple's reputation and people with endless tongue, or chatter to friends to preach its benefits, the devotion and persistence of the Apple fans created the Apple empire [1].

Sixth, unique operation, proper publicity

Iphone in its marketing process, in the right publicity channels on the right form of publicity, accurately grasped the characteristics of the different channels, a full range of display of the Iphone. whether you use the traditional chat tool QQ, or the most popular microblogging. Every message you send has the logo from Iphone client, which is the unique logo of Iphone operating system, on the one hand, it invariably strengthens the publicity of Iphone, on the other hand, it also shows your identity as a hipster. In TV and radio media, interviews and advertisements are used, while in print media, numbers and charts are used for visualization, and on the Internet, multimedia content such as Flash is used, as well as in high-end magazines.

Seven, experience marketing, conquering the audience

Experience marketing refers to the marketing approach that allows target customers to observe, listen, try, interact, etc., so that they can experience the products and services, so that customers can actually perceive the quality of the product and its function, thus prompting customers to recognize and buy. Apple's products, whether from the visual, auditory, or tactile senses, are the finest of experiential products. Their simple and fashionable shapes, excellent materials, and humanized designs reveal Apple's minimalism everywhere, and stimulate consumers' desire to buy by means of seeing, hearing, using, and participating. Apple has opened numerous Apple Experience Stores around the world, providing consumers with a place to directly perceive the product, and the design of Apple's Experience Stores themselves, because of the fashion, technology, and new trends also tend to become regional landmarks, and become a hot spot for consumers to visit.

Eight, cooperation and mutual benefit, to achieve *** win

Iphone and the operator to establish a good relationship, through the operator subscription strategy to sell products. The operator's network support and Apple's products are the basis for consumers to enjoy good service, and the cooperation between the two sides can enhance the consumer's user experience, meet the user's sexual needs, and improve consumer satisfaction. Iphone favorably meets China Unicom's strategic requirements for the mobile Internet, coupled with Apple's brand appeal, which enhances China Unicom's competitiveness against other operators. In addition, Apple is not only a mobile terminal hardware manufacturer, but also a wireless network provider, over the years with China Unicom formed a good strategic cooperative relationship, in this market environment, to give Iphone products positively bundled sales policy support, but also the need for its own development, is conducive to the Iphone and China Unicom to realize the **** win.

References:

[1]He Chunmei. Apple marketing: cool in one word [J]. Operator.2009(3):45.

[2]Song Kai. Iphone marketing research based on customer value chain. Operation manager.2010(6):262.

[3]Philip Kotler. Marketing management new millennium edition [M]. Beijing:People's University of China Press.2001.