Essay
BTEC Unit 9 Creative Product Promotion P2 (Pass)
BTEC Unit 9 Creative Product Promotion P2 (Pass)
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P2: explain the role of promotion within the marketing mix for a selected product/service.In this assignment I am going to explain the role of promotion within the marketing mix for a selected
product/service.
Product: The iPhone X is one of the latest releases from Apple in the smartphone market. The device has
maginificient technology designed to provide an unique expeirence to their owner. They have differnt
variants like the iPhone Xs which is a smaller verison of the phone. By doing this they are trying to spoil
the cusotemr with choices. If some pople might think the regular X is too big they can always purchase
the Xs which is a good stareteey used by Apple. Both phones come with great features, an example of
this is the 5.8 inch display that covers the whole screen whihc hasnt been done yet by any other
smartphone manufacturer. Customers of Apple had been asking for years for a full display smartphone
and Apple just delivered this with the iPhone X and iPhone XS. By promoting the features of thier
products Apple creates hype in the market and that is the reason people buy the phone usually within
the first week of its release.
Place: Apple is a global brand with a very large distribution system. It is active in different markets in
different parts of the world. Some of the markets apple either has a store, factory or operations center
in are; America, Europe, China, Japan, Asia, Middle East and any other world part. Products like the
iPhone X are sold in Apples’ physical stores which are often located I major cities like; Amsterdam, New
York or Paris. Apple also sells most of its products and services online on their web shop. Since Apples’
target audience is relatively young they know that they don’t like to go to a physical store they just want
to order it online and make it deliver to them at home. Apple also sells its products to retailers,
wholesalers and network carriers like; Media Markt, Cool Blue, Etc. This way the majority of the target
audience is reached in different parts of the world. Sometimes Apple doesn’t want to open a store in a
city but they can sell their products to Media Markt who does have a store in that city.
Price: The smartphone market is very competitive. Brands like; Samsung, Huawei and LG are some of
the main competitors of Apple. Most of these brands use different types of pricing strategies to grow
their sales and expand into foreign markets. Apple uses a premium pricing strategy in which a product is
priced high because of its uniqueness. They sell these products to customers, businesses, schools and
governments. Most of their products are very expensive just like the iPhone X who`s price card is
€950,00. Despite the competition and heavy challenging from other brands, Apple has sticked to the
premium pricing strategy throughout all these years. They knew they were offering something made out
of quality and something that provides a unique experience. Their customers don’t mind paying a bit
extra, because they already had good experiences with previous products from Apple. Another pricing
strategy Apple uses is price reduction. In which they decrease the selling price of the product after it has
been out for a while to renew interest and keep the product selling even though a new version has
arrived.
Promotion: Apple uses a unique marketing strategy for the promotion of its products and services. Since
Apple is such a big brand is has its own advantage in advertising. For example people are always hyped
during product launches when Apple releases or introduces a new product. Apple is one of the most
influential and most talked brands in the world. In case of the iPhone X the brand name of Apple only
has already attracted publicity however the exceptional features of this phone have also raised hype and
started discussions. Apart from that Apple used social media platforms like; Instagram, Facebook and
Twitter to notify the customers when the product was going to be released and show the first few
pictures. Since their target audience is relatively young using these marketing methods reaches a lot
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