MarketingAnoop Muraleedharan Nomso Ebonwu

Remon HannaSabir Dsoki

Sana Haq

(apple.com)

Introduction

• Market Analysis• Theory• Buyer Behaviour• Segmentation• Marketing Mix• Recommendation

Definition of Marketing

“Marketing is the process of the planning and executing the

conception, pricing, promotion and distribution of ideas… and satisfy

individual and organizational objectives”

Brassington (2006)

PEST Analysis• Political factors

Regulations Tax policies

• Economic factors Current international recession

• Social factors Lifestyle Cultures

• Technological Apple iPhone 3G no longer just mobile phone

Porter (1980)

Porters Five Forces

SWOT Analysis (Apple iPhone 3G)

Strengths Brand & Style User base Rich UI First mover Sensors Wi-Fi

Weaknesses No UMTS Limited distribution channels Missing features High price

Opportunities Combining mobile and computing Migrate people to Apple New social device Distribute iTunes content Port existing apps

Threats Similar devices Highly developed market Nokia & Sony,

Value Chain

Porter (1985)

Value Chain Analysis for iPhone 3G

ComponentsComponents

DesignDesign BuildBuild

OS / UIOS / UI

AppsApps BrandingBranding

MarketingSales

MarketingSales

UserUser

BillingBilling

NetworkNetwork

THEORYTHEORY

BCG Matrix

Product adoption process

Source: Kotler, Armstrong, Saunder & Wong (1999)

Product lifecycle

Source: Jobber & Fahy (2003)

Ansoff’s growth matrix

Henry(2008)

Consumer BehaviourConsumer Behaviour

• Analysis and understand buyer`s behaviour• Consumer is the heart of the marketing

environment• The main users of I phone are individual

consumers• Consumers needs and wants are differ from

one to one

ProcessProcessThe decision making process• Consumer undertake to decide the purchase• iPhone 3G launch with new features

because people knew the problems of I phone

• iPhone 3G try to influence consumers in different ways , like providing information's through online and multimedia

• Increased technology aspect is highlighted• Faster internet , user-friendliness ,

reasonable price

Factors that affects buying• PEST analysis• Culture factors• Spotted the difference between the cultures

and cultural needs• Psychological factors, needs motivations,

personality, perception, belief etc.• Maslow`s hierarchy of needs• Importance to factors like social benefits,

brand characteristics and entertainment than financial terms

Segmentation, Targeting and Segmentation, Targeting and PositioningPositioning

Levels of segmentation•Mass marketing

•Segmenting market

•Niche market

•Smartphone

•Micromarketing

•Geographic segmentation

•Demographical segmentation

•Geo-demographic segmentation

Segmenting consumer markets:

Geographic segmentation

Adopted from appleinsider.com

Adopted from appleinsider.com

Segment strategy• Undifferentiated marketing• Concentrated strategy• Market coverage strategy

• Positioning• Repositioning• Perceptual mapping

Targeting :

Adopted from Jdpower.com

Adopted by JDPower.com

Marketing MixMarketing Mix

The marketing mix

• A marketing mix is generally a term used to describe a combination or blend of tactics used by organisations or companies to market their products or services to a particular target customer group. (Jobber D, 2004)

• Product• Price• Promotion• Place

Product• The I Phone is a modern revolutionary tool which utilizes the

latest technology (3G) cellular /Wi-Fi networks around the world. It utilizes the most advanced operating system for a mobile phone (os x), which can access the very best in applications whilst being able to multi task.

• The I Phone has a most modern interface based on a large multi-touch screen and innovative software which allows the user to control the phone by the touch of a finger.

• The IPhone comes with a sleek, simple design measuring just 54”24”, with a display screen measuring 3.5” and 480x320pixelshas the best graphics for video playback and gaming

Product Life Cycle

• There is no introduction as the I phone 3G is an upgrade of the I phone.• Product quality is maintained and additional features and support services may be added.• Pricing is maintained as the firm enjoys increasing demand with little competition.• Distribution channels are added as demand increases and customers accept the product.• Promotion is aimed at a broader audience.

Place• The place involves the use of distribution channels,

channels of intermediaries, outlet location, wholesale and retail, access to market place and selling directly to the customer through media like the internet.

• The I Phone went on sale on June 29th 2008 in the US through apples retail and online stores. Apple sells the I Phone through major telecommunications providers around the world. For example the I Phone is sold through the O2 network in the UK and the T-Mobile network in Germany

Price

• There are 2 simple affordable service plans which come with the I Phone 3G on the O2 network, at £45 and £75 contract offers.

• On any offer below those stated the customer will have to pay £99 for the 8GB and £159 for the 16GB memory capacities.

• Available at a retail price of £349.99 for the 8GB and £399.99 for the 16GB memory capacities.

Promotion• Apples first point of sale is through its really

innovative products with its emphasis on the stylish design, the good quality and the devices functionality.

• Through memorable advertisements on all the types of media and the internet, apple has been able to assure customers that the I Phone is really the device that has been well worth the wait.

Recommendations

• The iPhone 3G price

• The iPhone 3 G product – seems very fragile, the camera, timely upgrades

• The iPhone 3G place – Other markets especially in Africa and Middle east

• The iPhone 3G promotion – More incentives for the I Phone potential customers.

BibliographyBibliography• Advertising slogan (2006) available from http://www.adslogans.co.uk/hof/hofindx1.html

(accessed 1st of December, 2008)• Baldwin, S.(2008) available from

http://www.nytimes.com/2008/12/08/technology/personaltech/08link.html?_r=1 ( accessed 5th of December, 2008)

• Brassington, F. And Pettitt, S. (2006) Principles of Marketing, 4th edition, McGraw-Hill, United Kingdom

• Dubois, P. Jolibert, A. and Muhlbacher, H (2007) Marketing Management, a value-creation process, Palgrave Macmillan

• Henry, A. (2008) Understanding Strategic Management, Oxford University Press Inc, p2• iPhone 3G, available from http://www.o2.co.uk/iphone?cm_re=consumerarea-

_-leftbox-_-iPhone3G (accessed 2nd December, 2008)• iPhone available from http://www.apple.com/iphone/ (accessed 2nd December, 2008).• Jobber, D (2004) Principles and Practice of Marketing, 4th edition, McGraw-Hill, United

Kingdom • Jobber, D, and Fahy, J (2003) Foundations of Marketing, McGraw-Hill, United Kingdom

BibliographyBibliography• Kay, J. (1993) Foundations of Corporate Success: how business strategies add value,

Oxford, Oxford University Press

• Kotler. P, et al (2001) Principles of marketing, 3rd edition, Italy Kotler, P. et al (1999) principles of marketing, 2nd Edition European edition, Italy

• Martin Christofor (1995) Marketing and Introductory Text. Macmillan Press Ltd, p3• • Pearson, G. (1999) Strategy in Action: strategic thinking, understanding and action

• Porter, M (1980) Competitive Strategy: Techniques for Analyzing Industries and Competitors, the free press, A Division of Macmillan, Inc, p4

• • Wilson, R.M.S, and Gilligan, C. (1997) Strategic Marketing Management, 2nd Edition,

London• Taylor, P. Allison, K. and Parker, A. (2008) Apple’s 3G iPhone aims to dominate smart

phones, The Financial Times Limited. Published: July 9 2008 19:59 | last updated: July 9 2008 19:59)

Thank You!