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IMC Plan

Apple Corporation Inc. is a renowned California-based company known for its innovative consumer products, including the iPhone, which combines smartphone and laptop features. The iPhone boasts advanced technology, a variety of features, and a premium price point, positioning it as a luxury good in the market. Despite facing challenges such as consumer perception and competition, Apple maintains a strong brand identity by emphasizing quality and exclusivity.

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17 views2 pages

IMC Plan

Apple Corporation Inc. is a renowned California-based company known for its innovative consumer products, including the iPhone, which combines smartphone and laptop features. The iPhone boasts advanced technology, a variety of features, and a premium price point, positioning it as a luxury good in the market. Despite facing challenges such as consumer perception and competition, Apple maintains a strong brand identity by emphasizing quality and exclusivity.

Uploaded by

Santosh
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Introduction:

Apple Corporation Inc. is a California-based company that is highly reputed and


recognized for its high-quality computer products and software. In 1996, the
company branched from computer products and started marketing innovative
consumer products such as the iPod, which is a portable music-playing device, and
currently, the iPad, which is an innovative touch screen computer tablet
Product profile:
It was introduced by the Apple Corporation in June 2007; the iPhone has been
described as a cross between a laptop and a phone (Apple.com, 2011). It is a well-
designed smartphone product that has an innovative interactive touchscreen;
advanced software that allows personalization through its applications.

It has an amazing 16hrs battery usage time and comes with headphones and
loudspeakers for communication and entertainment; its main features are a phone
that has a camera, PDA, internet connectivity, music player–iPod with downloading
abilities, gaming feature, data storage, and a video camera.

Target Market

SWOT Analysis

Strengths Weaknesses

 Cutting edge technology in a sleek  Premium price


design
 Offered only through reseller
 Variety of features appeal to vast
audience  Product ecosystem

 Can be personalized by consumer’s


interests

Opportunities Threats

 Make iPhone central to emerging  Consumers do not understand features


digital lifestyle
 Is not perceived as “easy to use”
product

 Too much technology


Positioning

Major competitors generally aimed to offer the lowest possible prices, in order to get
closer to more customers. Apple, on the other hand, has interrupted this habit of the
tech world, proposing prices that are above the average but that are also justified by
the benefits and by the high-quality standards. This meant that the brand was
perceived as niche and alternative, suitable for all those people who were trying to
stand out from the crowd. s. This meant that the brand was perceived as niche and
alternative, suitable for all those people who were trying to stand out from the crowd.
In fact, in addition to selling at a cost far above the market average, Apple almost
never applies discounts, usually not even during Black Friday, even if it implements
various sales strategies such as cross-selling. The products marketed by Apple
generally have a low production cost but are sold as luxury goods, so the company
makes a huge profit from every single sale – which it can reinvest in other services.

IMC Strategies

Conclusion

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