Brand Loyalty: Marketing and Promotional Mix of Apple Inc.'s iPhone
Brand pick: Starbucks or Apple; or other brand you like
Assignment Summary:
Write an (approx.) 2-page paper about brand loyalty and/or brand love. Select at least one specific product to analyze thoroughly. (You can write about a category of products, like game consoles, and show how different consumers are loyal to their particular brand.) Research the marketing mix, as well as the promotion mix for the product. How does this build brand loyalty? If applicable, you can use a brand from the company you are studying and then include the information in your paper.
Assignment Goals:
• Select a brand or category to study. Research the marketing mix (product, price, place and promotion) for this product. Then, take a look at their promotion mix (advertising, personal selling, public relations and sales promotion). You may want to compare what you find to their competitors.
• Give your opinion about how these factors contribute to the brand loyalty/brand love that some of their consumers feel.
• Your answer should be very thorough but concise. In other words, cover all of your points but do so without rambling. If you end up with a solid paragraph, that is preferrable to a “fluffy” paper.
• Spelling and grammar do count. They impact your personal brand and make you look less than “buttoned up.”
• Don’t forget to cite your sources.
• No specific writing format (MLA, APA) is required.
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Brand Loyalty Assignment
Marketing Mix
Apple Inc.'s iPhone distinguishes itself as an appealing product within the technological innovation realms. The company continually established smartphone standards globally due to its smooth aesthetics, user-friendly interface, and cutting-edge characteristics (He 670). Apple Inc. has embraced modern technology and knowledge in designing a commodity that embraces a measure of aspiration and status beyond the usual functionality. The iPhone's distinct design and quality influence the company's pricing strategy. The company's pricing for its iPhone commodities varies depending on the models. The premium pricing for the iPhone emphasizes the commodity's aspirational features and exclusivity amongst its consumers. The company's constant improvement of the iPhone's innovation features wins the consumers' trust while justifying the high costs associated with the product (He 671). Apple has established a practical distribution approach that ensures iPhone availability to consumers worldwide. The well-established distribution channels facilitate the successful and effective delivery of iPhone commodities to emerging and well-developed consumer markets (He 670). The company's promotional approaches significantly establish the iPhone's strong brand
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