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The Promotional Mix
Comparing the HUAWEI Mate 20 and the Apple iPhone 11 Pro
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Huawei
Huawei is a Chinese multinational technology company which sells phones, tablets,
laptops, smartwatches, and earphones as well as services on these products such as
Huawei Wallet and Huawei Mobile Cloud. Their products range in price, from £99 to £1,000
for their phones, meaning they are both on the lower end and higher end of the market.
Apple
Apple is an American multinational technology company which sells products such as
phones, tablets, laptops, smartwatches and earphones as well as services for these
products as Apple Wallet and iCloud. Their products range in price, from £270 to £1,500 for
iPhones, however they do now sell the older models on their website so on Apple.com their
iPhones range from £500 to £1,500. This means Apple is on the higher end of their markets
with their products being considered premium.
Advertisement
Advertising is a paid form of promotion of ideas, goods or services by an identified
sponsor, it is used by various organisations to communicate a message to a selected
audience, persuade people to buy a product or service, and to highlight specific features
and qualities inherent within a product or service.
Huawei P30 Pro
Huawei had print advertisements for their Huawei P30 Pro in the US, this included pictures
taken on the phone of wild animals with the tagline ‘better from a distance’ to highlight the
quality of the camera. They also have adverts on TV which show off the features of this
phone with the tagline ‘Rewrite the rules of photography’. These adverts help Huawei to
place their product in the public’s eye and to meet their target market of people looking for
a smartphone with high camera quality. They are doing this because the phone’s stand out
feature is its camera with the focus of the advertisements being the phone’s camera.
Apple iPhone 11 Pro
Apple released a video advertisement for their iPhone 11 Pro called ‘it’s tough out there’, in
the video the iPhone is in a wind tunnel and it is pelted with lots everyday items such as
children's toys, food, and more. The ad finishes with a title card which reads ‘it’s tough out
, there’. This advert highlights the durability of the iPhone 11 Pro, showing how much it can
withstand, which is an important feature for a phone because replacing a broken screen or
other fixes can be expensive. It helps Apple to put their new product in the public eye and
show off what it can do, it also helps to meet their target market because people who use
the newest iPhones are likely to be interested in technology and what is new.
Public relations
This is the practice of creating and maintaining the goodwill of a businesses’ publics (such
as suppliers, employees, customers, etc.) through publicity and other unpaid forms of
communication.
Huawei P30 Pro
Huawei has had a lot of scandals surrounding it, including a trade ban in the US and other
countries. To promote their P30 Pro, Huawei ‘brought the northern lights to London’ with a
free-to-attend laser display. It was used to promote the camera capabilities of the phone,
as well as creating some positive publicity for the company by making it free to attend. This
helps to hold customer’s interest in the product, especially as this was a public event that
did something new and different that would capture a lot of people’s interest. It helped
them to meet their target audience as the point of this event was to show off the P30 Pro’s
camera abilities and so would help to target people who are interested in the best camera
quality for their phone.
Apple iPhone 11 Pro
Apple usually cultivate an air of secrecy to fuel speculation and are well known for their
clean and simple designs. Their launch events usually reflect this, however with the iPhone
11 Pro launch event Apple tried to humanise the product, using colours and the
presentation was led with human imagery and included case studies. Storytelling through
real-life case studies adds a human touch to the product that customers are able to
resonate with.
Sponsorships
This is a form of advertising where a company pays to be associated with certain events /
people, for example Coca-Cola and the Olympics. This helps to build brand awareness, as
well as helping with PR because if they sponsor something positive it will help create a
positive image for their brand.
Huawei P30 Pro
Huawei has a global partnership with Arsenal Football Club. This partnership sees Arsenal
FC’s officials and players taking part in Huawei’s communication and promotional activities
both in the UK and overseas, and includes exclusive offers, content and brand presence
