Apple-I Phone Marketing


Introduction of a new product in a market requires implementation of marketing management for achieving business objectives, goals and competitive advantage. Marketing management is determined to be a procedure that aims at developing and implementing an effective plan through considering aspects such as promotion, pricing and ideas related to distribution of products and services in a market. In addition to that, marketing management will assist in accomplishing business objectives and goals through improving overall performance and growth of the company. In this paper, Apple iPhone as a product will be considered for understanding its brand position in Chinese market. Further, the study will discuss about consumer adoption process along with pricing decision strategy for achieving effective brand image and competitive advantage in the long run.

Brand positioning of Apple I-phone

In accordance with the paper it has been evident that the paper aims to claim the effectiveness of the strong brand positioning in dealing with the competitive marketing functions. In order to determine the effectiveness of the effective brand positioning Apple I-phone it will be important to cater the concept of brand positioning. It has been evident that the brand positioning refers to the conceptual place where Apple I-phone needs to position its targeted market in order to perform the marketing functions and create effective profitable synergies in the successful manner. According to Gengler and Mulvey, (2017), there are different mechanisms and factors that facilitate the creation of effective brand positioning that includes brand positioning, brand sponsorship, brand development and brand name selection. In relation to the scenario of Apple I-phone it has been evident that the company follows the strategy of executing experience as the brand position that emphasises upon the emotional branding that is its key to successful survival.  It has been evident that the Apple I-phone’s brand positioning strategy critically reflects upon the significance of the core beliefs that considers the implications of innovation, imagination and design.  Since the brand development is the procedure of growing the brand name in the competitive market and establishment of the product advantage that critically emphasises upon the brand resonance in the competitive market. Since the Apple I-phone is one of the core products of Apple Inc, it is critically important that the products are positioned in such a manner that facilitates the performance in the Chinese market in the successful manner (Dissanayake and Amarasuriya, 2015). Thereby the product’s brand positioning strategy creates significance on the humanistic corporate culture, visual and verbal vocabulary this helps the company to address the emotional benefits and better brand awareness in the successful manner.

Who are the market leaders for the selected product

The advancement of technology has helped number of entities across the globe to manufacture and distribute high quality products related to cellular phones. Apple is known to be one of the reputed entities producing high quality phones through incorporating attractive features. However, there are a number of companies in Chinese market that distributes similar products (Jun and Park, 2017). Major market leaders for the chosen product (Apple iPhone) are Dell, IBM, LG, Huawei and HTC. The company manufactures a variety of cellular products through using advanced software and applications that have helped it to acquire effective competitive advantage in the Chinese market.

What niche have they identified for their product

Development and implementation of niche for promoting a new product in the market is considered as imperative for any business. Therefore, it can be stated that the top leaders selling cellular products in the Chinese economy have introduced a number of niche. This needs to be mentioned that niche is determined to be one of the crucial and significant branding strategy that assists in achieving effective brand image and reputation in the market. It has been observed that the competitors of Apple iPhones such as Huawei and LG focus on rendering high quality products at an affordable price (Moslehpour and Le Huyen, 2014). Therefore, the consumers finds it attractive to buy the products of competitors of Apple iPhone as similar features are provided in competitive prices. On the other hand, competitors focus on providing a wide range of features and application in cellular products at cheaper prices. This has been evident that the price of Apple iPhone is higher compared to other cellular phones. This creates a barrier for Apple products to attract potential customers in Chinese market.

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