3. The Marketing mix is often called
the 4Ps: The components
PRODUCT PRICE
TARGET
MARKET
PROMOTION PLACE
4. DEFINITION BY CHATUR
RAMALINGAM
VIEW/STYLE
“The Marketing mix is the
combination of the product, its
price, The methods to promote it
and the ways to make the product
available to the customer.”
5. The concept is simple. Think about
another common mix - a cake mix.
All cakes contain eggs, milk, flour,
and sugar. However, you can alter
the final cake by altering the
amounts of mix elements contained
in it. So for a sweet cake add more
sugar!
6. It is the same with the marketing
mix.
“The offer you make to your
customer can be altered by varying
the mix elements.”
7. Another way to think about the
Marketing Mix is to use the image of
an artist's palette
8. The marketer mixes the prime
colours (mix elements) in different
quantities to deliver a particular
final color.
Every hand painted picture is
original in some way, as is every
marketing mix
9.
10. About……
Apple Inc.
Apple Inc. is an American multinational corporation that designs
and sells consumer electronics, computer software, and personal
computers. The company's best-known hardware products are
the Macintosh line of computers, the iPod, the iPhone, ipad.
On September 12, 2012, Apple unveiled the iPhone 5, featuring
an enlarged screen, more powerful processors, and running iOS
6. The latter includes a new mapping application (replacing
Google maps) that has attracted some criticism. It was made
available on September 21, 2012, but has already become
Apple's biggest iPhone launch, with over 2 million pre-orders
pushing back the delivery date to late October.
11. Qualities Of Apple Inc.
•Lead, don’t follow
•Aim to surprise
•Be unreasonable
•Innovate incessantly and pervasively
•Sweat the details
•Think like an engineer, feel like an artist
• Stay foolish, Stay Hungry
12. Target Markets of Apple Inc.
•Where graphic design, video and audio editing are in
demand
•Apple has offered free computers in classrooms.
Their hope of creating future customers is apparent in
their firm ranking in the computer marketplace with a
loyal client base.
•Apple iPhone Target Market includes middle income
individuals searching for a better user experience.
13. Product: Provides primary
value to customer.
Product decision involves deciding
what goods or services should be
offered to customers .
The product provides the primary
value to the customer.
“The customer gets interested in the
company primarily because of the
product or service it is producing or
proposes to produce”
14. Apple iPhone run on Apple created
operating systems.
iPhone 5 has
• 4 inch retina display.
• LTE wireless technology, A6 Chip.
• Most popular camera.
• Siri.
• iOS 6.
• Weight is only 112 gm.
• Accidental damage protection.
• Hardware repair coverage.
16. Price: Cost that a customer is
willing to bear for product
“Price is the Cost that a customer is
willing to bear for product and the
way it is made available to him.”
if the is overpriced no one will buy
it. The same is true for under
pricing. If you under price a product
too much, the customer will not
take the product seriously. This is
why it is so important to price your
product correctly.
17. Pricing of the iPhone
• Skimming pricing
strategy
• Premium pricing
strategy
•Apples iPhone pricing
strategy includes the
flexibility to lower the
prices if consumer
response dictates such
action
18. Place: Available in right
quantity, right time and
place
•Place involves decisions concerning
distribution channels to be used, the
location of outlets. Methods of
transportation and inventory levels to
be held.
•Distribution channels consist of
independent intermediaries such as
retailers, wholesalers & distributors
through which goods pass on their
way to customers
19. • Apple handles the task of placing
iPhone in the market by offering those
iPhone worldwide. This is accomplished
through online stores, retail stores,
direct sales and third parties.
•Apple divides its global market into four
segments. The three geographical
segments are Americas, including North
and South America, Europe, including
the Middle East and Africa and Japan.
The fourth segment is retail.
•As of July 2011, Apple has 364 retail
stores in thirteen countries as well as
the online Apple store and iTunes store.
21. Promotion: Generate
awareness and convey
benefits
Personal selling sales promotion,
exhibition, sponsorship & public
relations.
By these means,
The target audience is made aware
of the existence of the product &
the benefits that it confers to
customers.
22. Promotional activities for
Apple iPhone
•Apple has a promotional strategy
that focuses on the emotions. The
Apple brand personality is about
lifestyle; imagination; liberty
regained; innovation; passion;
hopes, dreams and aspirations; and
power-to-the-people through
technology
•Apple focuses also on offering new
features and services to gain
customer loyalty
23. •The Apple brand personality is also about
simplicity and the removal of complexity
from people's lives; people-driven product
design; and about being a really humanistic
company with a heartfelt connection with
its customers.
• Apple iPhone5 commercials are really
good
Physics
Thumb
Cheese
• These advertisements released before
launching of iPhone 5
so as a result these commercials created
awareness and conveyed benefits to the
customers.
