Project due Friday

Promotion Strategy for iPhone 6S

Gamesia Tate

Capella University

In most businesses, competitors are always trying to out-perform the other by trying to gain an advantage when it comes to advertising. Apple, on the other hand, have taken another direction by being different in their approach leading them to be the top players globally in the mobile phone industry. Apple as the company doesn't have a budget for marketing since they do not advertise their iPhone 6s whatsoever. What we see mostly is other companies advertising their iPhones.What Apple have done is get other companies paying and doing advertisements for them. In fact, Apple is not considered the best phone available in our markets when compared to other phones like Samsung , but they have adopted a marketing strategy that is the Exclusivity Technique which is a technique where a selected set of customers are given special offers or deals on products and services. This has enabled Apple to create a good relationship with their clients as well as making individuals loyal to the brand.

Apple has been able to garner free publicity from the media due to the exclusive nature of their products which is something that has worked well for them. They intentionally restrict how their products and phones flow to their mobile providers and customers. By using this technique, they have been able to create a marketing system that costs much less and is more successful than any other seen before. Despite the fact that their products are so exclusive, Apple still ranks as the most popular phone in the world. Much improvement, however, needs to be done on the stock problems that were being experienced given that iPhones were initially released on a first come first serve basis meaning those who missed out had to wait for the next release.

Reference

Mohr, J. J., Sengupta, S., & Slater, S. F. (2010). Marketing of high-technology products and innovations. Upper Saddle River, NJ: Prentice Hall.