Case Study Of Apple's Marketing Strategy

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Recommended: Competition between Apple and Samsung

The target and positioning strategies of Apple are different as well because most of its strategies are related to cult branding. A cult brand has committed users that want to be a part of the unique brand (Acosta and Asagayam, 2010, p. 165 ) because the brand creates an exclusive image from scratch. To create this appeal, Apple invests a great amount of money into its branding so that customers have the connection with this brand only. Moreover, the positioning is done in such a way that Apple customers prefer form over functioning. The type of products Apple has introduced in the market have created a premium image of the brand. This also shows that Apple has offered a limited number of products in the market, which if diversified would damage the upscale image of the company. On the contrary, companies and competitors like Samsung have extended product line that cater to all types of customers, from lower to high-income levels. Apple has maintained its image of being an innovator by giving extra importance to the minute details of consumer usage experiences so that their preferences are examined closely. …show more content…

The philosophy includes empathy, focus and impute (Anastasia, 2015). Empathy means comprehending the customer requirements thoroughly; focus means removing the insignificant details of the opportunities and impute means making certain that innovation and specialized presentation of products are offered to the end consumer. Some of the other aspects of Apple 's marketing include identifying and becoming responsive to the changing market trends, predicting the competitor moves, bringing novelty to products and offers, making valuable use of emotional branding, fortification of the distribution systems and providing first-rate customer

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