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Pricing and Distribution Strategy
Pages 4 (1004 words)
Submitted too: Shifting the Balance: Apple, Micromax and Smart Phone Advertising Strategies A PAPER SUBMITTED by:: Author’s Note Abstract: In advertising, the medium through which potential customers become acquainted with a product is among the key factors in determining the outcome of an ad campaign.
Conceptually the Ad’s must be considered the benchmark for any successful product campaign as the Apple iPhone has defined the smart phone market in the United States for the better part of a decade. No carrier or manufacturer had ever managed to expose any vulnerability in Apple’s iPhone and its advertising strategy, until Micromax teamed up with Android OS to produce an “iPhone killer” advertisement. Introduction: “You don’t buy a smartphone, you buy an iPhone.” This is the Apple mantra; it is the capstone of their entire advertising and marketing campaign. Apple isn’t content with being a leader in sales alone; they want to own the market. The iPhone wasn’t the first phone, but they engineered it to be so unique that you couldn’t help but think it was. Apple introduced a concept of innovating ergonomics that could be marketed in simple dynamic visual ads that affected consumer perceptions of their products, and ultimately allowed Apple to dominate the entire smart phone market segment. Such was the state of the smart phone universe until October 2011. ...
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