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Digital Marketing – Critical Success Factors

Chapters 3 › Unit 3: It´s time for some analysis...dissect the digital marketing strategy of your favorite brand View instructions Hide instructions

It´s time for some analysis...dissect the digital marketing strategy of your favorite brand

What is your favorite brand?

WHY is it your favorite brand? What is their WHY? Does your why and theirs match? What are the emotional, functional, social or self-expressive benefits they deliver to you?

And how is it reflected in their marketing mix, their 4P´s?

In case you need further instructions on how to tackle it, go to the additional material section of chapter 3.1 (e.g. there is an analysis of the marketing mix of Starbucks)

Favorite Brand

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What is your favorite brand?
My favorite brand is Apple.

WHY is it your favorite brand? What is their WHY? Does your why and theirs match? What are the emotional, functional, social or self-expressive benefits they deliver to you?
Apple is my favorite brand because of all the innovative ideas it is known for. Yes of course we all know they stole the GUI but other than that it's quite amazing. I love how they have never really changed the look and feel of the their interface on their products. They keep the consistency. They know how to market themselves to the point of lines down a few blocks for their new releases. They have created the device that is always on my side and helps me with my everyday life. I live in a different state from my family, yet with FaceTime, I don't feel so lonely.

And how is it reflected in their marketing mix, their 4P´s?
Product: Apple has their iPhone as a product. It has many different variety from the amount of gigabits, the color, and regular or plus size. They also have accessories for the products from different designers and brands. Also they package their product with good quality earphones, charger, in a cute box that also includes Apple stickers.

Price: Apple devices have only become more and more expensive as newer versions keep coming out. But they have teamed up with most cellular carrier companies with deals. I've seen commercials of companies giving away free iphones if they sign up with their carrier. There's always the 2 year contract and they'll give it to you for a discounted price. I believe Tmobile has a plan where you can pay $20 extra on your bill for the phone until you finish paying it off.

Promotion: I see Apple billboards in many places. They have great commercials on our everyday TV viewing as well as for the super bowl where people look forward for these commercials. They are active with their email distributions. I get updates on all the recently launched products with details on why.

Place: Apple products are sold in my distributors such as BestBuy, Walmart, Target, and many more. Also Apple products can be bought online at their website. Apple also has Apple stores all around the nation providing access to purchase products as well as servicing.

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