In fact, most research findings prove that Apple’s competitive advantage is in its ecosystem and not just the hardware and software prowess. Apple uses the Exclusivity Technique which works by making the selected customer subset feel like kings due to the premium offers it gives. Through this strategy, Apple has been in a position to create and sustain a unique customer relationship while reducing marketing costs at the same time. To make it effective, Apple deliberately restricted the flow of most of its products more so iPhone and tablets to a number of mobile phone providers and customers.
While most firms use the marketing mix concept from the seller perspective, Apple applies it from the buyer’s perspective. This means that the company aims at delivery quality to ensure customer satisfaction, offer long-term solutions to customers, create what customers imagine and ensure convenience. Apple’s marketing mix is incorporated in the five Ps: Price, Place, Product, Promotion, and People. An integrated marketing communication approach is relied upon by the company to help it in achieving objectives linked to the marketing campaign by using a variety of promotional methods (Wernick p.34). The main components of IMC strategy are advertising, public relations, personal selling, and sales promotion Apple Inc.
puts a lot of emphasis on Research and Development (R&D) and marketing communication strategies. It does all these to make sure there is brand loyalty among customers who derive satisfaction from the Apple Inc. products. In a unique way, though one of the largest companies in the world, it has managed to run as a small company, which is the best strategy in surviving through difficult times. To make sure this is effective, the company relies on small but capable firms and shifts Brand Focus to Apple where it capitalizes on the Minimalist approach to its .design in products and shields itself using the brand image to communicate its strategy.
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