In this assignment,
I will describe the promotional mix used in Apple and HTC. I will explain how
Apple and HTC use the promotional mix to
help them to increase awareness of the products and services they sell.
Promotional mix is a key element in the marketing mix. It is used to draw attention and
sell the products the business have within the market. It allows consumers to
be aware of the products the business sells. In addition, it is a way of advertising
the product to the targeted audiences and it is the key element in the
marketing mix. There are six main elements of promotional mix:
Apple uses some of these promotional mixes to
draw attention to the products they have. They use the following promotions to
promote their products:
Apple uses personal selling which is also known
as direct selling/marketing. This is when the salesperson promotes the product
with the skills and specialist product knowledge they have. They aim to inform
the consumer what the product is and describe the product itself. Explaining
how the product works and encourage the customer to buy the product. They use a
range of techniques to promote their
sales and the company itself is a home to many people. The staffs themselves
are friendly and have a great customer service, which creates a good
relationship between the seller and consumer. The consumers feel that they are
loyal and feel that they are being approached to buy the products directly. In
addition, Apple sends emails to consumers about the latest techs they have and
persuade customers to purchase the product.
Advertising is a method used by Apple to promote
their products. Sometimes advertising is defined as “paid for a method of promotion,” to send the message to the targeted audience and persuade them to buy the
product or service. The messages are passed on to the target audience through
media. They advertise their products online via YouTube adverts, Television
adverts, and through newspapers and magazines, however, this way of advertising
has been reduced over the years. They now
advertise only online and on TV.
Direct marketing is using the database
to target audience with similar characteristics. It is when the product is sold
to the consumers directly; this can be done over the phone, through the person
directly, social media, or email. Apple uses this method to promote their
products and services to consumers. They often send emails to consumers
informing them the new techs they are selling and if there are any offers
available or any upcoming offers.
Public relations are when a business maintains
a mutual respect between the public. It when the organisation manages their
reputation within the society. The public
relation can include; hospitality events, open days and award
celebrations. This will create a positive image of the business. Apple holds
many events to promote their products, for example,
their recent event which was held first time ever at the Steve Jobs theatre on the
12th September 2017.
This so that they can introduce their new iPhones; iPhone 8 and iPhone X to the
public. Furthermore, they were awarded by Global fund because they donated $130
million to a partnership with RED. This
is to help to save people from AIDS and HIV in Africa.
Sales promotion is when the business spends a
great amount of money on promoting their sales. They encourage customers to buy
the products, it used to boost sales and attract new customers. There are many
methods of sales promotion:
BOGOF: “Buy One Get One Free”
Apple put their products on sale sometimes,
especially during Christmas so that consumers can purchase products or gifts
from them. Furthermore, on Black Friday and Cyber Monday, they put their products on sale. As Apple is a very popular
phone brand, many people buy their products on
a day-to-day base; they often do not put their products on sales regularly.
Only during seasonal periods, they will
reduce the price of products. They offer discounts to students and teachers
through UNiDAYS, offering cheaper value to students and teachers for education
Sony uses promotion to increase their sales,
which is a key element of marketing mix. They use adverting, sales promotion, sponsorship
and public relations.
Advertising is a method used by Sony to promote
their products. It is an effective way to promote their products and get
attention from customers. They do this in many ways, through media; TV adverts,
online, social media. In fact, they spent
$3.7 billion in 2016 to promote their sales. They promote their products
through social media; Instagram, Twitter and FaceBook, this is so that they can
portray their products to the followers they have. They also have a lot of advertisements on YouTube, TV and cinemas; these
are very big platforms to promote their products.
Sony uses sales promotion to increase their
sales. They have very good deals online and in store, they offer a huge range
of sales throughout the year, especially during the Christmas season. They have
a lot of discounts, deals and even cash back on a lot of products. On their
website, they quote “Check back regularly on new
discounts, deals and cash back on all your favourite products.” This is a
persuasive way to promote their sales because customers will check regularly to
see if there are any sales available. Furthermore, it shows they have regular
sales which customers find favourable because they are offered good value for money to expensive products.
Furthermore, Sony wants to have a good public
relation with their consumers, so they make it easier for consumers to contact
Sony for information or advice. This is to reduce or have no negative
relationship with customers, you contact for support through three ways; phone,
chat support and through the community as
well. They also, hold a lot of events, they recently held PSX 2017 Opening
celebration, where they introduced and described the products they have. For
example, new games and Virtual reality and they also give free gifts. This is
an effective way to promote their products and build a positive relationship
with the consumers.
Lastly, Sony sponsors their products in many
events. For example, Sony was in partnership with UEFA Champions League,
where their play station products used to get sponsored. Sony used to pay the
Champion league a lot of money, approximately £45 million a year so that they can be sponsored. This so that they can
increase their awareness of their products which will increase their sales.
However, this is an expensive method to promote their products, but can be a very
effective way of reaching the potential customers.
M2- Explain how promotion is integrated with the rest of the
marketing mix in a selected organisation to achieve its marketing aims and
Promotional mix is a key element of the marketing mix. The marketing mix
consists of the seven Ps; Product, Place
price, promotion, People, Processes and physical evidence. The four key
elements of the marketing mix are
product, price, place and promotion, which are also known as the “four Ps.”
Promotion focuses on how the business focuses on it target consumers, which can
vary depending on the age, gender, ethnicity etc. For a business that wants
their promotion to succeed, they will have considered the marketing mix and
learnt to adapt to the market in order to have a good promotion.
Apples aims and objectives are found in the mission statement;
believe in the simple, not the complex.”
believe that we’re on the face of the Earth to make great products.”
constantly focusing on innovating.”
These mission statements
are used through the marketing mix.
Apple has a various number of products and in order to sell their products, they will have to promote it.
However, before promoting it, they will have to consider some factors. For
example, apple has; iphone, iPods, iPads, Mac, Apple TV, and the Apple watch.
Each product has its own features, for instance with the iPhone; you can use it
to make calls, unlike the iPads where you
cannot make calls but do everything else the iphone can do and more, but in a
bigger screen. Different product has its own features, which are targeted to
the different audiences. Apple is much
innovated, and innovate their products and use the latest technology out there.
When they make their product, they advertise it, for example, the latest iPhone
X has the unique A11 bionic chip which apple claims are the most powerful and smartest chip on a Smartphone. This is a unique feature, which other phones do
not have, that makes the phone prominent in the market. This is one of the
reasons why consumers buy iPhones, due to its high performance.
Apple uses a premium pricing strategy, which integrates with the promotional mix. This means apple charges higher
prices for the products they sell. The new iphone X price starts from £999,
which is very expensive, compared to other products in the market. However, it
is a reasonable price for the product; this is because of the new features;
all-screen, super retina screen, face id, new design with the most durable
glass etc. In addition, Apple has good customer satisfaction level, which
creates brand loyalty. Apple has over 588 billion Apple users all over the world, which creates a strong brand. Therefore,
it adds value to the products they sell and consumers are less likely to switch
to alternative companies like Samsung or Google Pixel or etc. This is where
their statement “We
believe that we’re on the face of the Earth to make great products,” is
When apple makes the products, they sell their products to countries
that their targeted audience are available. The products they make are premium,
which means they are expensive; therefore, it will not be available in third
world countries. The Apple store is accessible to 17 countries across the world
since May 2001. They opened over 499 retail stores across the 17 countries,
which make it easy to access their products. However, other countries can
purchase the apple products and ship it to
their countries. Apple products are available in, the Apple stores, authorised
retailers and online. This makes it easy to access their products anywhere and
anytime. They have different types of online distribution, which makes it
accessible to many consumers.
Furthermore, people are also a key element in the marketing mix. This is because Apple will be
able to know whether there are enough people in their target audience. The
products they make will have to match the demand, therefore the supply cannot
be too much or too less. In addition to that, people do not only relate to
consumers, it also relates to the employees. Apple will have to ensure they
have the right employee’s suitable for the job, this is because they can help
the customers and advice them when needed. This integrates with the promotion because having friendly and reliable
service will increase their sales and will promote their business. This is because;
customers will recommend Apple to others, which will promote them. Employees at
Apple are kind and friendly, help customers, and assist them with their
queries; therefore, it can create a good connection between the employees and
customers. This can be a physiological method
to promote their products.
Moreover, the process is how the
business operates. This can be how Apple operates on a day-to-day base to how customers receive the product. This
means Apple will have to have a good operational system in order to achieve
their aims and objectives. Customers will have to be satisfied with their
products they sell and how it is delivered to them. They should have a friendly
customer service in order to increase their sales.
Lastly, physical evidence is the environment in which the product or
service is sold. For example, the Apple
store or authorised retailers like Carphone Warehouse or John Lewis etc.
Customer will visit these stores to check out the product or to buy the
product. This plays a huge a role in marketing mix because customers prefer and
expect to shop at places where it is clean, reliable and trustworthy. Apple
stores and authorised retailers are very clean and nice and a friendly place to
shop, their staffs are very helpful and kind to the customers.
All of these elements are integrated with promotion to achieve Apple’s
aims and objectives. Their aims and objectives are found in the mission
statement as mentioned before. The marketing mix elements help Apple to achieve
their aims and objectives. This is because Apple will know when and how to
promote the products and will help them to understand their audience and know
D1- Evaluate and
justify the use of an appropriate promotional mix in relation to marketing
objectives for a selected organisation.
Apple uses many to promote their products in the market. They advertise
their products in many ways, which attracts customers to buy the products. For
example, they advertise their products online, on TV and on billboards. These
are very effective ways to advertise their products as it catches consumer’s
attention. For example, the new iphone X advertisement video, which is found
online and on TV, is very entertaining and eye catching as they are showing of
the features of the phone. For example, the Face ID is the main feature of the
iPhone X and they are getting different people involved to show how it works. With
an instant look, the phone unlocks, which
is a feature many consumers will like. This method is very good as it can reach
many people and they can gain more potential customers. This means they will be
making a lot of profit, as many people will be buying the new products as they
are advertised hugely across the world. Furthermore, advertising their new
products like the iPhone X on billboards in tube station is very effective.
This is because there are millions of people using the tube station everyday
and they will see the poster. This will further increase their sales as a lot of people will be seeing the poster.
However, the advertisement is very
effective, but it can be expensive for Apple. Advertisement takes a lot of
money and time and effort. Advertising companies charge a lot of money for
products to be advertised, especially on TV. TV advertisement can cost Apple
from $5000 to $10,000 per month. In addition, advertising online and on
billboards are expensive too, they will have to grant permission before and
create the advertisement and make the posters. Hiring actors and paying an artist to make posters are every expensive and
time consuming. Furthermore, there are no guarantees that people will see the
advertisement. For example, advertisement on YouTube can be skipped after 5
seconds, and many people do not watch the adverts on TV too. Additionally,
people do not wait a long time at Tube stations and they may not see Apple’s
posters as there are many posters in the station. Moreover, many people do not
pay attention to the billboards and often
are too busy doing something else.
their products are displayed in the store. This is an effective way to
advertise their products as consumers can see the products physically and use
the products itself. For example, they can use the iPads and check it out
before buying the product. Customers will be able to know how the products work
and will be able to know whether they are comfortable with the product itself. Customers
will be able to know if they like the product and they can buy it without any
regret as they already tested the product before purchasing it. This is an
effective and persuasive way to advertise the products. However, it can be a
little expensive, as they will have to display all the products and charge it,
which takes a lot of electricity for charging the product itself. In addition,
the product may be damaged whilst being displayed by how the customers use the
product. In contrast to advertising through videos online and on TV, it is
cheaper. This is because when making videos there more expenses compared to
displaying the products.
Apple holds events to promote their products; this is a form of personal
selling. For example, they hold events to promote the products, like their
recent event which was held at the Steve Jobs theatre, where they showed off
the new products they had made. In the event, they create a good connection
between the consumers and advertise the products to them. They encourage
consumers to buy the products and are very persuasive as they demonstrate the
new features. They are very convincing as they have very good presentation skills
and have good knowledge of the products. By holding these events, many people
go and see what Apple has created and what they are planning to do next. They
have gained new customers and increased their sales. Furthermore, the event can
be streamed online, which means everyone across the world can see it. Apples
main aim of holding these events is to attract new customers and make everyone
see how innovative they are with the technologies. By watching Apple’s event many people get thrilled and
cannot wait till Apple announces the release dates of the products. However,
holding these events are expensive, as the hall has to be hired and other
expenses are involved to hold events, but it is very effective and they gain a
lot potential customers, which increase their sales.
networks, like EE, BT, Three etc, sponsor Apple products. For example, the
newest iPhone X is also advertised by these networks online and on TV. This is a
way to promote the newest phones in the market. This means when consumers go out
to shop they may buy the newest iPhone as these networks advertise it. It is an
effective way to promote their products and it even raises brand awareness. People
may not have heard of the iPhone, by being sponsored by these well known networks
it increases brand awareness. Thus, this can increase the number of customers and
increase sales. However, Apple will have to pay these networks to advertise their
products and it is a return on investment (ROI).