Marketing Strategy of
Apple in India
Apple Company is famous
worldwide. The number of products launched by Apple is famous & popular
worldwide. Apple has become famous and popular due to its innovative products
and out of box thinking. Most of the
products of Apple especially I Phone, I Pad, Apple Laptop, I Pod are mostly sold in developed countries
especially in USA, Europe, Australia, Japan
as compared to developing countries like India, Sri Lanka etc. The
reason for comparatively less sales in developing countries would be pricing of
the product, competitors selling similar product at low price for example
Samsung, HTC. Also quality of the Apple product sold in USA is far superior in
quality than that of product sold in India.
This can be rectified by improving upon 4Ps:
·
Pricing–
Pricing is the most important factor in Marketing. Apple Co. should reduce its
price especially in developing countries as people in developing countries
especially in India are price conscious. The price of I Phone 5 is Rs 35000
which is expensive. Me too products of other brands are much cheaper.
·
Packaging-
The
packaging of the products should be attractive as Indian people get attracted
towards the product through packaging.
·
Place-
Apple Co. should open its exclusive showrooms in Urban & Semi Urban Areas
like Mumbai, Delhi, Kolkata, Chennai, Bangalore etc. This will give the brand
much needed visibility like Samsung and Nokia. This should be supplemented by
making products available in leading MBOs. Its supply chain should be good. Should ensure availability of all products,
all the time, everywhere.
·
Promotion-
Apple Co. should promote its product more vigorously like Samsung has done through
social media. It should use its famous out of box thinking while advertising
and promoting the products.
Apple
Company also needs to do SWOT Analysis before launching any product into the
market. Before launching the product they should do thorough study about target
audience, market size etc. to study the viability.
·
Strength-
The
strength of the Apple Company is its brand name & the confidence of the consumers
on its products. Most of the products of Apple have been successful in the market
due to its innovative features.
·
Weakness-
The weakness of the apple products is its price which is quite expensive. Just extrapolation of their pricing in
developed world will not help. The competitors like HTC, Samsung are giving
tough competition to Apple by providing similar products at lower price.
·
Opportunities-
Apple can try for new products which would be innovative & would attract
the customers towards them. They can lower the price of their products which
would add competitive advantage over their competitors. Special products can be
launched taking needs and aspiration of Indian mind into consideration.
·
Threats-
Too many cheaper brands ready to ape features of Apple products.
With
proper marketing strategy which is derived from needs and aspirations of Indian
target audience, Apple will surely be able to tale others head on.
