7 functions of marketing, iphone 5
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TRANSCRIPT
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7 Functions of Marketing
iPhone5
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Promotion
Why Apple Thinks iPhone 5 is Revolutionary
• New ear bud design• iOS6 software• 18% thinner, 20% lighter than
iPhone 4S• 4-inch Retina display• LTE wireless technology, ultrafast
connectivity and battery life• A6 chip = better, faster, longer
graphics• Panoramic photography
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• Uses simple style, avoids major language complications
• Video advertisement includes key members of Apple, available to view online
• Ads promote major changes, points that attract buyers
Promotion
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• iPhone 5 is everywhere, easy for customers to purchase
• Online deliveries shipped by large companies such as UPS and FedEx
Distribution
Staples
London Drugs
Future Shop
Apple Store (Online/In
Stores)
Cellular Service
Providers
Best Buy
Other Authorized
Retailers
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• New CEO, first iPhone released under guidance of Tim Cook
• Production plant leaks and fans create social hype prior to release
• Social Hype = Word of mouth, a powerful selling method
• People see friends with iPhones = Switch over to iPhone 5
Selling
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• Celebrities like Rihanna, Jessica Alba, Olivia Wilde are all iPhone users = encourages fans
• Already a well established brand, has loyal fans
• Very “enthusiastic “ staff, iPhone 5 line ups were similar to a party
Selling
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Comes in White and Black• $699 +tax (16GB)• $799 +tax (32GB)• $899 +tax (64GB)Prices vary with mobile contracts
Special prices for students and education related purposes
Pricing
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Ratings• Tech Radar: 4.5 / 5• Cnet.com : 4/ 5-> Overall, average ratings
• Apple shares fell 1.3%• Analysts predict a sale
of 10 million iPhone 5s• Sold more than Nokia
Lumia• Can be purchased in
100 countries by end of year
• TV ads will boost sales during holidays
Marketing Information Management
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• Sold over 5,000,000 phones on first 3 days
Male57%
Female43%
iPhone Users
• 42% of iPhone users were between 25-44
• 18% were 17 or younger
Marketing Information Management
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• However, selling 5 million is not a huge improvement
• Chart shows that sales between iPhone 3Gs – iPhone 4 grew 70%
• Sales between iPhone 4 and iPhone 4S grew 135%
• Sales between iPhone 4 and iPhone 5 grew only 25%
Marketing Information Management
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CONFLICT WITH GOOGLE MAPS• Google refused to
give iPhone 5 turn by turn navigation, available to Android
• Unpleased, Apple made their own map which failed and gave distorted 3-D photography
Marketing Information Management
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Marketing Information Management
iPhone 5 Galaxy Note 2
• 8 Hour Talk Time• 326 ppi
• Smaller, but better quality• Design more popular• Almost indestructible case
but prone to scratches• Better software and
hardware integration• Mobile system “polished”
and “perfected”
• 16 Hour Talk Time (3G)• 267 ppi
• Large resolution, less crisp• Too large for the pocket• Innards protected by thin
plastic that pop out easily• Better “specs” (hardware)• Good for multitasking, similar
to PC
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Online Service• Apple website easy to navigate,
organized answers to common questions/ issues
• Customer service available by phone or online
• Offers “Apple Care”, premium support and coverage (prices vary for devices)
• Special service for business owners
In-Store Service• Pro: Very good service, friendly staff• Con: Too busy, customers must wait in
order to receive service
• Stores allow customers to test products
• Offers iPhone accessories from external companies
• Genius Bar for 1 on 1 service, book appointments
Product/Service Management
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Various mobile companies offer different plans
Rogers (Minimum 3 Year Contract)
16 GB – $179.9932 GB – $279.9964 GB – $379.99
Sources say 16GB iPhone 5 costs $167.50 to build, if sold for standard price a $481.50 profit
Finance