marketing mix iphone4s(iphone营销组合-英文).ppt

1、Marketing Mix of Apple Iphone 4S,Group Members：Timmy （Wang Jiacheng) Tutors Name : Jonathan Garr,Innovation distinguishes between a leader and a follower. Steven P. Jobs,Contents,2.BackgroundApple Inc,3.Methodology,4.Results and Analysis of Marketing Mix （4P）,4.1 Products,4.2 Price,4.3 Place,4.4 Pro

2、motion,5.Conclusion and Recommendation,1. Abstract / Introduction,iPhone 4S Abstract / Introduction,This report we will : Introduce by Apple Company and mobile phone industry market conditions, and analysis of the new apple product iPhone (4S) target market selection and product positioning, and poi

3、nts out that the apple company and the iPhone main competitive advantage.,This report is focus on the mobile phone iphone marketing projects analysis, then we summarizes the successful experience.,Steve Jobs has something to teach you about your career, your business, and your brand. He thinks diffe

4、rently about every aspect of business from product design to marketing to communications. Here are the 7 principles responsible for Jobs breakthrough success.,Apple Computer, Inc. it was established in April 1, 1976 by Steve Paul Jobs, Stephen Gary,Apple Computer, Inc,Start into iphone 4S.,Our group

5、 have three members, Timmy, Damon and Jason . Before this, we established a theme about the “iPhone (4S)” marketing project. Firstly, our three members searched a lot of information about “iPhone (4S)” in the internet. We did online research and discussed about “iPhone (4S)”. Next, we made a questio

6、nnaire. We want to by means of this questionnaire to collect some information. Then, we asked around 30 people, they were of the great help to us.,Results and Analysis of Marketing Mix,4,P,The twentieth century, the famous marketing guru, Jerome McCarthy, professor of the University of Michigan. In

7、his first edition of Basic Marketing, put forward the first of the classical model of the famous 4P marketing mix. Since then, 4P as a cornerstone of the marketing management theory.,iPhone 4S is new a touch-screen smart phones, Apples used to replace the iPhone 4 to become the fifth generation of t

8、he iPhone. In April 2011, a new conference called Lets talk iPhone held in California, USA. And Apple released a new generation of iPhone, this run the iOS5 system. iPhone 4S in both hardware and software have a larger increase. It improve new siri Intelligent Voice Assistant and iCloud cloud servic

9、es. On the hardware side, it is equipped with the latest Apple A5 dual-core processor, front 3.5 inch IPS hard glass screen with a resolution of 960 640 pixels. the camera pixels to 800 million.,Iphone 4s,ios5,Air print,Face Time,1080P HD,Retina Screen,icloud,Camera,A5 dual-core,These two pie charts

10、 describe the sales of the iPhone respectively in year 2007 and 2012. Through these two charts, we can know that in 2007, Nokia is undoubtedly the dominant mobile phone market, which accounted for 55% of the share. However, because the iPhone has just listed, it only account for 1% of the share. By

11、contrast, Apple in one fell swoop than all brands of mobile phones, it accounted for 66% of all mobile phone market shares in year 2012. The original there is a certain percentage of Motorola, Sony Ericsson, LG, almost impossible to see, and only Samsung also maintained a certain percentage, and gro

12、w.,Through this bar chart, we can know most consumers are concerned about the price of 1000 Yuan to 2000 Yuan, which accounted for 38.5%. Due to the development of smart phones, the 2000-3000 Yuan of mobile phone also accounted for 25.9%. In this chart, 1000-2000 Yuan is a branch point, as the highe

13、r the price, the attention of people is become less and less. Iphone 4S price close to 6000 Yuan, therefore, this is a big problem about iphone price, this price is too expensive.,The proportion of different mobile phone price 【People care】,2 0 1 2,The proportion of different places that people boug

14、ht iphone 4S,Through the above histogram, we can see that most people will choose to buy mobile phones in the stores and large shopping malls. While more people were pay attention to quality assurance.,According to Philip Kotler (1993), “Sales promotion means short-term promotional schemes such as s

15、pecial offers and competition and it is seen as a kind of marketing rather than advertising.”,(Figure 1.C. Familiar with the iphone 4S),(Figure 2.C. The proportion of familiar with iphone 4S),Customer,So, we think apple is a very creative and intelligent company. But in the Chinese market, apple company also need to operation mode and market strategy repositioning and master, so that their own to better development. After all, apples product