Marketing and Branding: Brand Apple - Essay Example

?Table of Contents Table of Contents Marketing Leader 2 Research and Development 2 Product Differentiation 3 Branding 6 Product Launch 7 Product Functionality 7 Marketing and Branding: Brand Apple Apple has been a remarkable performer in the market with several points made to ensure they achieve optimal sales. In many cases, they have had to implement different manoeuvres that make them the best in the market. For instance, they have been increasing their market share in the past few years, ensuring their competitors are kept at bay. This is an indication that the marketing strategy of the company is highly indulging, and it is recording positive results. In recent statistics, Apple has been a five time consecutive award winner of being among the top marketers in the world. Their activities in the market are immense and have developed better accrual to the company (Kotler and Keller, 2009:22). This has also ensured the company develops a strong financial position as most of its products are sold in the market at a fast rate. Marketing Leader In this year, Apple has been voted as the overall winner of a survey that noted it as the best company in marketing excellence. This is an indication that the firm is still crafting better ways that will make it have a better achievement in terms of market leadership. As a matter of fact, a firm that creates unique ways of marketing its products ends up with positive results at the end of a trading year. This is the same aspect that has made Apple perform incredibly in the market, rising above other firms that have been in the business for an arguably longer time. Therefore, it is a situation that is instigated by the marketing excellence that has ensured Apple is making its best approach. Research and Development In making an immense record in the market, Apple has decided to make a change that is appreciated by the demand market. This involves offering preferred goods and products in the market. This is a situation where a service provider initiates a market research and offers customers what they need. Since the company is in need of a large market share, they have to bank on making an approach that will assist the market find what they need. For instance, when customers need a certain advanced product, a company or service provider should go to heights of ensuring the customers are given a gadget that is advanced in technology. Similarly, when a market needs gadgets that are designed in a certain shape, it is in the best take of a firm to ensure they are served with what they need. This is a drill that attracts customers and clients to a company or service provider that is consumer sensitive. As a matter of fact, consumers have a soft spot for service providers that concentrate on ensuring the clients or customers have the best. This is a practical example of what has been done by Apple, especially in the market. They design products that fit a customer’s needs and functionality (Kotler and Keller, 2009:11). As such, they base their products on customer preference. In the end, the customers are satisfied with the products that are offered. Product Differentiation As one of the basic strategies that have been used by Apple in marketing, differentiating products has made a positive impact to the firm. The firm has invested a lot of resources in ensuring its brands are widely recognized in the market. According to the best marketers in the world, a firm or a business that ensures its products are widely recognized in the market makes a better approach in ensuring its products receive a large demand. For instance, Apple has developed various products that are widely recognized in the market. Though competitors come up with products that have a resemblance, they do not influence the demand for the products that are produced by Apple. For instance, Apple has launched a variety of smart phones in the market. Though other firms have Smartphones in the market, the market demand for Apple’s products is still escalating. Market differentiation is the basic point that has assisted Apple to make a tremendous recognition in the market (Marconi, 2000:51). Their products have unique features that make them highly in demand. For instance, the Apple products are given various features that are not in other Smartphones. These distinctive features guarantee a user of the best services that the gadget will achieve. In such a position, the end user is satisfied with the product. In averting further competition, Apple has widely marketed its products and their distinctive features. This is an attraction that keeps customers and clients focused on the products they need in the market (Kumar, 2007:32). In other words, the company ensures that it makes a positive point in the differential connection of their products to others. Other products in the market do not have the distinctive features, yet they are claiming the same market in demand. Most of the competitors in the market have a single way of expressing the market’s need for a product (Rainisto, 2009:12). This is by reflecting their advertisement and sensitization on the product features and how they work. In this drill, they bank on explaining the distinctive features and how they are appropriate if the market purchases the product. In a contemporary market, this is a manoeuvre that works to greater heights and makes the firm to achieve its targets. For instance, many producing companies bank on the speed of a gadget. Speed is a vital aspect in that it helps a person work at a fast rate when using a gadget. Secondly, they have banked on memory, applications, and network. These are also vital in ensuring a person gets the best. However, Apple has a different way of making a difference in the market. They have indulged different ways of ensuring their goods are recognized from the onset. In their method, they consider how the gadgets are to benefit a person in life. Most of their adverts focus on how a product can change the life of the person. This creates a scenario where the market depends on informative adverts that are made by Apple. For instance, Apple adverts explain how different applications can improve a person’s life. Similarly, Apple banks on displaying its OS and iOS operating system which is a vital tool in technology. The operating system enables the user to develop various applications that make work a lot easier. Similarly, Apple displays how effective the products can be when in use. Therefore, this informative interaction ensures they get the best out of the market. Apple has been on the frontline in ensuring it develops products that are highly differentiated from other products in the market. This is by ensuring they are at the realm of introducing new technology. For instance, the company has been developing new products in each market segment. In many market segments, the market demand for newly introduced goods and products rises steadily. This is due to the newly introduced products that are presumed to be more effective and efficient than any other products that have been in the market. As such, product demand will always rise with an official launch of a new product. In this marketing, Customers appreciate a product due to an anxiety and anticipation of getting a better product. The product is defined to be in an improving state and has several improved features. In the recent times, people have been flocking the Apple stores due to an anticipated development of new products. With every launch of a new product, the store records a rise in its sales and supply. As such, the company has initiated a strategic plan that ensures it products are launched and receive the best approach in the market. When new products are launched at an appropriate time, it gives the firm a benefit as many people buy the products. However, when a product is launched at a wrong time, the firm may experience turbulent times as the sales might not benefit the firm. Branding Branding in particular is a strategy that has been used by Apple to confirm a high reception in the market. Since its establishment in the market, Apple has been on the frontline in ensuring its products are performing to their best in the market. For instance, it has established many brands that are on top notch in the market. Though this may sound an easy task, Apple has had to indulge various strategies that have worked to make it a leading market controller. In accordance to the developing market, a product needs to be incepted in the market with strong branding. This will help in making brand recognition in the market (Marconi, 2000:51). When customers have a better recognition of a brand, they will always rely on the services of the stated product. For instance, when customers have recognition of the Apple brand, they will rely on these products for effective services. In such a scenario, a product receives greater demand throughout a financial position. This relates to a company’s marketing strategy which is measured by the performance of a product in the market. Apple has perfected in the issue of branding and has developed various product brands that suit the market. The various product lines and brands have been making an improving record in the market with each brand giving profiting results. In its branding technique, Apple has developed a naming that is familiar to the market (Rainisto, 2009:19). For instance, it has developed a line of products that have a vowel “I” at the beginning. This is a drill that has ensured that all the brands that are produced by Apple are known in the market. Since the many brands are operating in a market that has many products, this is a branding that has made the products to perform at a better state. Some of the best known brands in the market include the iMac, iPod, iPad and the iPhone. These are brands that are highly recognized in the market and are making a possible market niche for the productivity of the firm. In recent time, introduction of these brands in the market has increased sales of the firm to a higher level. In actual sense, each of the products that have been launched by Apple incorporation has ensured that the firm gets lucrative profits. In marketing its business, the company invests in ensuring the brands are highly established in the market (Kumar, 2007:41). According to marketing knowledge, establishing a strong brand in the market ensures a firm develops a better approach in selling most of its products. Product Launch As one of the most performing product brands in the market, the iPad is a product that Apple boasts of introducing. In early 2010, Apple marketed its product that would be released later in the market. The product was marketed widely prior to its introduction, which created anxiety and anticipation in the market. Many people were anticipating for the initial introduction of the product as it was marketed as a media product. The product was launched in January 2010, and it received applause from many media personalities. This was a product brand that would make the media profession better and easier especially in presentation. The product offers a variety of functions which make a presentation in media simplified and effective. Product Functionality The iPad is a gadget that offers an interaction with people and media formats especially with its multi-touch functionality. The gadget does not require any other connections and operates with a simple touch by hand. This is an element that has attracted a massive number if demand for the product as it simplifies presentation, especially when presenting to a large audience. In its much anticipated presentation, the iPad has several interaction elements that include formats that are compatible with newspapers, textbooks, magazines, video games, movies, photos and eBooks. It also has a functionality that enables formats of television shows, processing documents in different styles, music recording and processing spreadsheets. As such, this is a gadget that displays a large functionality that runs across the media presentation. This makes it an adored gadget as it makes a presentation look more advanced and effective (Lane, 2007:11). To make all work easier, the iPad has enabled applications that make it possible to access application stores and download via the internet, and in some points using wireless internet connections. Since the introduction of the iPad, many people flocked the market to buy the product. This was due to the marketing strategy that had been introduced by Apple. In its marketing, it showed how the iPad would be beneficial to people using it, especially the media fraternity. As a fact, Apple concentrated on stressing the point where the product makes people’s work a lot easier, which makes life bearable. Noticing the change in the market, Apple decided to market its product to a better level. Since many products had been launched to compete with the introduced iPad, Apple decided to create a positive manoeuvre in getting the market’s attention. In its drill, it decided to introduce a more sophisticated product in the market. A year later, Apple launched the second generation of iPad. The second generation iPad, widely known as iPad 2 had better features that would ensure the user was working conveniently. The iPad 2 was introduced with a faster processor that ensured speedy flow of information. In addition to this, the iPad 2 had two cameras on the front and back. Though the product was highly in demand, the product did not receive productive sales due to a natural calamity that hit Japan. During its introduction, an earthquake triggered a tsunami which slowed the transportation of these gadgets. To create a greater demand for its product, Apple decided to develop a further step in its branding (Kotler and Keller, 2009:19). In its branding, it decided to launch a new and better product that would replace the first and second generation iPad. The third generation iPad had a better processor and could work with other applications that were not present in the initial generations. In addition to this, the third generation iPad had a retina display in its manufacture, a 2048 by 1536 resolution. In early 2007, the late Steve Jobs launched the introduction of a savoured and anticipated iPhone, which received a large market demand. This was the initial launch of a phone that could perform a wide range of activities, yet it was a hand held gadget. Since many people have been demanding the iPhone, Apple has made it a priority to keep improving in the design of the iPhone. For the record, Apple has been noted to be the most successful firm in launching products and brands in recent technological history. When launching its products, Apple receives a large and overwhelming worldwide market demand for its products, which makes it one of the most successful firms in the market. When launching its iPhone 4S, Apple recorded sales of four million phones, three days after its launch. This was a historical record as no other mobile phone manufacturer had recorded such results, making Apple an automatic market leader. When launching its iPhone 5 this year, Apple recorded sales of two million iPhones per day for a few consecutive days. Conclusion In conclusion, Apple’s marketing strategies are geared towards making a positive approach in the market (Kumar, 2007:22). The marketing is thorough and ensures all market segments have information about company products. This increases product anticipation just before launches, thereby resulting in remarkable demand of the products. Secondly, Apple has a strong branding technique that ensures its products remain relevant in the market. For instance, the store has a range of products that offer different services. However, there products remain the cream in the market. Therefore, Apple’s success is brought about by its immense pressure in marketing its products. They insist on the usability of the products and its functionality, which attracts the market. Thirdly, Apple’s products keep advancing with advancement in technology. This is openly displayed with each launch of a new product. The change in technology gives the firm an upper hand in ensuring the products are impressive to consumers (Kotler and Keller, 2009:12). For instance, launch of a better product offers triggers demand for the new and developed item. In conclusion, Apple is a strong firm that relies on marketing as a core performance strategy. Skilful marketing of its products ensures there is an anticipatory demand that is self sustaining. References Kotler, P. & Keller K.L. (2009). Marketing management, New York, Pearson Prentice Hall, pp. 11-22. Kumar, S.R. (2007). Marketing and branding: the Indian scenario, New Delhi, Pearson Education India, pp. 22 – 41. Lane, F. (2007). Killer brands: create and market a brand that will annihilate the competition, New York, Adams Media, p. 11. Marconi, J. (2000). The brand marketing book: creating, managing, and extending the value of your brand, New York, McGraw Hill Professional, p. 51. Rainisto, S. (2009). Place marketing and branding: success factors and best practices, New York, LAP Lambert Acad. Publ, pp. 12 – 19. Read More