Unit 9 – Creative Product Promotion
Task 1
Describe the promotional mix used by two selected organisations for a selected
product/service
I will be describing the promotional mix used by the business of Apple for the iPhone 6 and
Audi for the Audi A3.
Apple – iPhone 6
Price – Apple’s pricing strategy involves high prices that help maintain the high-end image of
their company and their products. The pricing strategy of Apple helps attract a smaller market
share consisting of people from the middle and upper classes. Even so Apple maintains their
profitability because their premium prices entail higher profit margins.
Product – Apple’s product mix has proved to be continuously expanding. Apple’s main
product lines are:
Mac
iPad
iPod
iPhone
Apple TV
Apple Watch
Software (iTunes, iOS)
These Apple products show their diversification in the product mix. However, as part of their
product development strategy, Apple continues to develop new products such as an upcoming
Apple electric car that is currently in development.
Promotion – This part of the marketing mix emphasizes the premium brand image of Apple
as well as the quality of their products. Apple advertises through their website, their Apple
stores and other websites such as technology news sites. Apple marketing mix involves sales
promotion, which usually happens at their Apple Stores. For instance, some Apple stores
offer deals on old phones when they are bundled with new expensive phones. Furthermore,
the company uses public relations to optimize its corporate image. For instance, Apple has a
website to information on their events which talk about the new features of new devices,
press releases and exclusive interviews published in order to maximize positive publicity.
Place – Apple authorizes sellers to ensure control over this part of the marketing mix. The
following places are included in Apple’s distribution strategy:
Apple Stores (Online and in-store)
Authorized retailers
Telecom companies
Fulfillment services
Page 1 of 9
Task 1
Describe the promotional mix used by two selected organisations for a selected
product/service
I will be describing the promotional mix used by the business of Apple for the iPhone 6 and
Audi for the Audi A3.
Apple – iPhone 6
Price – Apple’s pricing strategy involves high prices that help maintain the high-end image of
their company and their products. The pricing strategy of Apple helps attract a smaller market
share consisting of people from the middle and upper classes. Even so Apple maintains their
profitability because their premium prices entail higher profit margins.
Product – Apple’s product mix has proved to be continuously expanding. Apple’s main
product lines are:
Mac
iPad
iPod
iPhone
Apple TV
Apple Watch
Software (iTunes, iOS)
These Apple products show their diversification in the product mix. However, as part of their
product development strategy, Apple continues to develop new products such as an upcoming
Apple electric car that is currently in development.
Promotion – This part of the marketing mix emphasizes the premium brand image of Apple
as well as the quality of their products. Apple advertises through their website, their Apple
stores and other websites such as technology news sites. Apple marketing mix involves sales
promotion, which usually happens at their Apple Stores. For instance, some Apple stores
offer deals on old phones when they are bundled with new expensive phones. Furthermore,
the company uses public relations to optimize its corporate image. For instance, Apple has a
website to information on their events which talk about the new features of new devices,
press releases and exclusive interviews published in order to maximize positive publicity.
Place – Apple authorizes sellers to ensure control over this part of the marketing mix. The
following places are included in Apple’s distribution strategy:
Apple Stores (Online and in-store)
Authorized retailers
Telecom companies
Fulfillment services
Page 1 of 9
