duction of iPhone, they changed the way people perceived smart phones – phones that exploit the benefits of what the Internet can offer with their easy to use web applications. The AppStores for iPhone products has created a new market for software programmers, from office applications to modern day games and video softwares.
In order for iPhone to increase its market size and improve their profitability, this paper will focus on recommendations of marketing programmes that the company would need. The paper is centred on the Lauterborn’s 4C’s of marketing instead of the traditional McCarthy’s 4P’s. The traditional marketing programmes are concentrated on product, pricing, promotional and place strategies. With Lauterborn’s 4C’s, the marketing programmes will be motivated by consumers, costs, convenience and communication.
Forget product. Apple must focus on consumer wants and needs. In today’s highly connected world, a company cannot sell whatever they can make any more. A successful company can only sell what a customer specifically wants to buy. Apple must need to lure each customer one by one and offer something in particular that each customer wants.
Mobile phones, nowadays, are seen as a fashion item rather than a functional device. Most of the current mobile phones in the market offer similar features and functionalities. Apple can improve their market share by making iPhone available in different range of colours and features. Each customer must have an option to customize the physical aesthetics of the phone in order to suit their character and mood. A customized mobile phone would give the customer a feeling of ownership and uniqueness. Several designs of phone’s front and back covers should be made available in market in order to lure them to customize their own iPhone.
Also, it is recommended that the company would create a suite of Internet based services that delivers email, contacts and calendars that can be linked