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Marketing and Positioning Strategy at Apple

In: Business and Management

Submitted By sheybear
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Marketing and positioning strategy

Product – Apple’s portfolio ranges from personal computers to iphones, iPods and even computer software. Its products are known for good performance and quality. It is mostly the quality of the products that attracts people to Apple products over the other. Apple has positioned its products in the minds in the consumers as a product of high quality and as a result has been able to build up brand loyalty. If there is any faulty in the products, Apple ensures that it is identified and corrected as soon as possible, and instead of trying to get the products to the customers as soon as possible, they take time to perfect the product. Unlike most firms, it does not compromise on the quality of the product.
In addition to this, Apple’s products are also known for its unique features which cannot be replaced by other companies. It focuses on product differentiation a lot. A PC cannot be substituted for a Mac as they provide two completely different experiences, and an iMac user is very unlikely to switch to anything else. With the constantly advancing technology, Apple needs to keep updating and inventing new products.

Price - Apple is considered to be a premium product with high quality. Unlike most firms in the electronics industry who try to win customers over by using competitive pricing, Apple focuses more on the products and does not try to complete on price. It uses premium pricing and price skimming where a high price is charged for a unique product, although each updated model may only have a small price difference from the earlier models. Apple has unique and innovative products such as the iPod touch/shuffle/nano. These products do not have substitutes and since the options are little, consumers will easily by these products. This allows Apple to charge a premium price for its products.

Place – Apple sells most of its...

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