Assignment 1 – Know the role of Marketing in Organisations
P1, P2, M1, D1 Report
In this assignment, I will be comparing and evaluating how marketing
techniques are used in two different organisations of my choice. The
companies I have chosen are Apple and Tesco.
P1. Describe how marketing techniques are used to market products in two
different organisations.
Apple iPhone
Apple Inc. is an American corporation that designs and manufactures computer
hardware, software and other consumer electronics. The company is best known for
the iPhone, iPod and Mac’s. It was established by Steve Jobs, Steve Wozniak and
Ronald Wayne in 1976, but incorporated in 1977.
Marketing Techniques used by Apple are
Apple uses a number of different marketing techniques to market the iPhone.
Branding: One of the types of marketing techniques they use is Branding. They’re
brand is their personality and identity. Apple is known for its product line and
software and the simplicity yet effectiveness of the software and products. So each
year they release a new iPhone, it’s almost certain that Apple will have made
improvements to the new iPhone in terms of simplicity and effectiveness. A part of
Apple’s branding strategy not only focuses on the product, but the needs of everyone
else. For example, when Apple develop a new product, they always try and find
ways to make life easier for the individual which is gives Apple their USP. When
Apple released the iPhone 5s, they added a Fingerprint sensor that allows you to
unlock your phone or pay for items. This new feature allowed users to easily unlock
their phone using their unique fingerprint. Once again, it was simple yet effective.
The Apple Customer Experience has now also become a part of the “Apple Brand”.
Apple has expanded their distribution capabilities and man power by opening up
hundreds of its own retail stores around the country and are planning to open up
many more. In these retail stores, you can go there for customer service, purchase
new products or even try out the latest products on display free of charge. You can
book an appointment with Apple if you are having problems with your iPhone and
they will either fix it on the spot or give you a replacement free of charge (depending
on whether or not you still have warranty). Visitors normally receive a nice and
relaxed experience where they can ask questions to the staff to find out more about
the products or get training and practical help on the products if you aren’t sure how
it works. This creates a positive environment and makes life easy for customers if
they’re getting hands on help which is a part of Apple’s branding strategy.
Advertising: Apple advertises the new iPhone each year as well as other new
products by holding an event open to the media and public, which is hosted by the
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