Apple and Marketing Positioning Essay example

1284 Words Mar 23rd, 2012 6 Pages
Marketers manage product positioning by focusing their marketing activities on a positioning strategy. This essay will discuss the multiple factors that are crucial to optimal market positioning. The factors that impact the chosen organisation, Apple, and the chosen product, laptop computers, include market segmentation, market positioning, and the marketing mix, which comprises price, promotion, place and product.

Established in the United States of America in April 1976, Apple Inc is a multinational corporation that designs and manufactures consumer electronics, computer software, and personal computers. The company's best-known hardware products include Mac computers, the iPod, the iPhone and the iPad. As at January 2010 the company
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Apple have a very simple pricing strategy, most laptops in Apple’s product range have only one per category, therefore pricing seems reasonable and is easily identifiable to consumers. The “bigger and better” the laptop the higher the price is.

“Promotions are developed by marketers to communicate information about their products in order to persuade consumers to buy them” (Peter & Olson, 1999). Apple has a simple and consistent promotional message. During 2008, Apple ran a series of TV advertisements whereby Apple attacks the PC in a humorous way, often making fun of the PC's vulnerabilities to viruses, the difficulty of use, and so on. When Microsoft tried to counter the attacks by showing various people saying they are a PC, Apple responded by directly attacking Microsoft's disappointing Vista.

Each and every Apple store no matter where in the world has the same look and feel, consistent with its branding. Apple also distributes its laptop computers through carefully selected third party suppliers, who have strict guidelines on branding and location of their stores. Store atmosphere primarily involves affect in the form of in- store emotional states that consumers may not be fully conscious of when shopping (Peter & Olson, 1999).

It can be concluded from this essay that Apple’s success in the laptop computer market has been no accident. Through careful marekting planning, creating the

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