p1 P1 – Describe how marketing techniques are used to market products in two organisations Apple Growth strategies Marketing penetration A market is the people who purchase a particular product from a business . When Apple is selling a new iphone they will look to market to people who are in to technology because the iphone is very complex. They look to grow their business by increasing the number of people buying that particular product. Market development This is when Apple will market an existing product but promote it to a new market.
Apple will try and market their iphone in different stores so that a new market will see it. Apple might want to market to the young people and also the old people so that they can gain new and more customers. Product Development This is when Apple will develop a new product for their existing customers. For example apple released the iphone and then a few years later they released the ipad for their existing customers and then apple released the ipad 2 because that product was in demand. Diversification This is where Apple will market a new product of theirs to a new market.
Apple may want to enter a new market so they will produce a new product for that market or they will just put an existing product in to a new market. Branding Branding is a powerful component in business. The Apple brand must have a logo to make branding easier and more possible. The consumers decide if they will buy a product or use a service based on how they view the brand. The Apple Brand gives consumers the reason to buy it and wastes less time for consumer to choose. Brand Building and positioning By Apple promoting their logo to existing customers they can build customer loyalty to their brand.
When customers see the Apple logo they will immediately associate it with the product or service. In 2007 Apple put out loads of adverts to promote their products. It’s important that Apple maintain consistency with their brand. Changing their logo will destroy all of the work that they’ve put in to developing the brand. I went on the Apple website and it said their branding is about lifestyle; imagination; liberty regained; innovation; passion; hopes, dreams and aspirations; and power-to-the-people through technology.
Relationship marketing Customer relationships are the most important thing in any business because the customers are the ones keeping the business running. Customers who are continuously courted, interacted with, and reminded of your company’s presence are less likely to go racing off when competitors come calling. Apple can build relationships with their customers by releasing new products and also keeping them updated with the business via email and phone calls.