Marketing+Mix

  m a r k e t i n g m i x

= = = p r o d u c t / s e r v i c e = The iConnect is a device, which combines Bluetooth technology as well as satellite service in order to allow users to connect all of their Apple products to one another. Through this service iConnect will provide current Apple customers with Internet connection and cell phone service for their Apple products, ie. iPhone, Macbooks etc. This will revolutionize the way consumers use their Apple products through technological convergence. This diversification of the Apple Market will increase the volume of consumption of existing customers who would be attracted to this service. = p r i c e =

The price of the Apple iConnect will reflect similar price strategies of other Apple products. Depending on the modeled purchased, the price will vary. The price range of this product will range from $200 to $400 dollars. Consumers who are already Apple product owners will be given a 10% discount when purchasing the iConnect. This will encourage the sales of the iConnect. Additionally, the availability of different models allows affordability for iConnect consumers. The affordability of the iConnect will promote the additional purchase of other Apple products. = p r o m o t i o n =

By looking at the promotional mix, Apple should focus on mass selling. Currently, mass selling is greatly benefiting the company to increase profits. Using TV commercials, radio commercials and online advertising Apple can communicate the launch of the iConnect to a mass market segment. Apple currently uses mass selling and it has greatly benefitted from their success. The Keynote help by Steve Jobs demonstrates Apple’s use of mass selling. Hosting similar events when launching the iConnect can create buzz and word of mouth to spread leading to positive publicity.  Using press events such as the Keynote and TV commercials are beneficial to Apple’s mass selling. However, Apple should further focus on reaching an online demographic, through online advertisments though social media websites such as Facebook and Twitter.  pple can benefit from both the pull strategy of promotion. The pull promotional technique could be advantageous, since Apple is a successful company they are able spend on advertising. This could increase product awareness and consumer demand for the product. = = = p l a c e =

The iConnect will be available for purchase in Apple stores and Apple online stores. It small amount of the product will also be available for pre-order for a limited amount of customers before the actual launch date.