![]() But this is not a threat for the company as their products are unique as a result of innovation, and also because they are a premium brand.įreemium pricing strategy is the option where customers can get certain Apple products or services for free, but have to pay more to access some advanced features. ![]() Apple products are more costly than competitors' products. ![]() Premium pricing strategy basically refers to providing the products at a premium price, which means at a price higher than the usual prices in the market. Pricing: The pricing of Apple products are based on two main strategies - Premium pricing strategy, and Freemium pricing strategy. Lastly, public relations help the company in building its brand image. Personal selling is the technique of providing customers with product-specific information to ultimately convince customers to purchase the product. Sales promotions take place at stores or are performed by authorized sellers. Apple products are advertised on various prominent websites. Promotion: The company promotes their products through advertisements, sales promotions, personal selling, and public relations. This prevents customers from leaving the stores frustrated and unsatisfied. This way, salespersons do not up-sell or cross-sell to customers that are not interested in buying other products. The NPS index: Apple uses the Net Promoter Score (NPS), which measures the willingness of customers to recommend a company's products and services. The customer service gets back to a customer with negative feedback within 24 hours. Despite the simple language, they successfully convey the specifications of the products, and how they help to simplify your life.Ĭustomer retention: Instead of attracting new customers by offering discounts, Apple focuses on retaining existing, loyal customers by providing them with amazing customer service. The product designs and parameters are simple and do not overwhelm the customers. They use simple language understandable by the general public in their advertising. Keeping it simple: Apple keeps its marketing and product options simple. They make sure that every customer touchpoint such as their online, and retail stores, the ads and the products themselves feel like an experience for the customer. The brand makes sure that its customers have a good and unforgettable experience while shopping with them. This is one of the best marketing tactics used by Apple.Ĭreating an experience: Customer experience is very important for Apple and holds it in high regard. This way, people get excited about the product and build anticipation. Mystery around products: Apple does not reveal much about the new product specifications and information. Some of the key techniques are as follows: What are the marketing techniques used by Apple?Īpple uses a variety of marketing techniques (see Figure 1 below). The company's product range now includes personal computers, mobile phones, TVs, and tablets. The company is headquartered in Cupertino, California, United States. The company started with the manufacture of personal computers and have made significant changes in the industry, making them one of the top innovators in the industry. But how has the company managed to do this? It is a result of their marketing techniques.Īpple Inc., previously known as Apple Computers Inc., was founded by Steve Jobs and Stephen Wozniak in 1976. You must have observed that Apple products are becoming increasingly popular among the population.
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