The paper "Integrated Marketing Strategies of iPhone 6" is a good example of a marketing case study. The device was developed by Apple Inc. and introduced into the market in September 2014. Generally, iPhone 6 is an improvement of pre-existing models of smartphones that had been produced by the company. This includes the iPhone 5C and the iPhone 5S version. The advancements introduced in the iPhone 6 models include increased screen display, retina HD display, new A8 chip which enhance high processing capacity as well as improved Wi-Fi and LTE connectivity. The iPhone 6 is a high-end technology device intended to serve high-income earners.
However, the manufacturers also target a wide range of people who are interested in new technology. Product strategy of iPhone 6Product strategy refers to the overall concept of the product. It entails brand name, packaging design, guarantees, trademarks, warrantees product image and also the development of the new product. Products can be defined as attributes, either physical or services that are aimed at satisfying the needs of consumers. Apple offers a variety of products and services to its target market.
Over the years, the company was associated with the manufacture of computers targeting imaginative persons as customers (Kiprin 2010). However, since the return of Steve Jobs in 1996, the company has altered its scope and is currently producing high-end technology handheld devices. The iPhone 6 takes various product forms. The device has s rectangular bar shape and exists in various shapes. The device is larger than other Apple iPhone models. The phone is also exceptionally thinner with a smooth metal surface and an outlook representing retina HD display.
The phone also comes in different sizes which include 4.7 inches, 5.5 inches, 6.9 mm and 7.1 mm. The display is not only big but also provides a better display and improved resolutions. For instance, the 4.7 Retina HD display has 1334 by 750 resolution. The display is also innovatively designed to deliver quality contrast. Similarly, the device has highly advanced multi-touch displays with double-domain pixels which provide more accurate colours at wide viewing angles (Apple Inc. 2015). Place strategy of iPhone 6 Place strategy is a very fundamental component in the marketing mix of any product or services.
The place strategy basically provides an outline of the methodology employed by a company to place the product next to the market in an attempt to gain market share. I most cases, this engages the three distinct segments which include distributors, modern retails and sales ad service dealers. In other circumstance, some organizations rely on the supply chain to enhance the quick delivery of the products to the consumers. In this case, the iPhone is made available to its users through well-articulated channels in the market structure.
The distribution of the device is only handled by executive mobile carriers that who are available in each country where the iPhone has been launched. The device was originally introduced in the US before being launched in other countries much later. Similar to the distribution channels of the other iPhone versions, the iPhone 6 is also being distributed through hybrid distribution channels. These channels include online stores, physical outlets as well as chosen executive mobile service providers (Communities and Local Government UK Report 2008).
List of Reference
Apple Inc. 2015, iPhone 6. Retrieved from
Cho, A. 2014, iPhone 6: Huge Potential for Apple Investors. Retrieved from
Communities and Local Government Report, 2008, Place matters: the Location Strategy for the United Kingdom. Retrieved from
Dilger, D.E 2014, After Apple Inc. dodged the iPhone 6 Plus BendGate Bullet, detractors wounded by Ricochet. Retrieved from
Kiprin, B. 2010, iPhone Marketing, Retrieved from
Mickalowski, K., Mickelson. J & Keltgen, J 2009, Apple’s iPhone launch: A Case Study in Effective marketing. Retrieved from
Sliwinska, D., Ranasinghe, J. & Kardava, I 2014, Apple’s Pricing Strategy. Retrieved from
Turner, W.P., John S. H., Renaud, V., Brill, K.G 2008. Tier Classifications Define Site Infrastructure Performance, Retrieved from