4.

Place Concept

 Role in the distribution channel

Retail outlet where customers head to purchase whatever they need with direct communication with the
brand. In addition, they have several retailers in the country that sell several apple products.
 Product and service logistics
They have their website with home delivery.
There own retail stores at Seef mall, City center and Avenues.
They have several approved distributors in the country for example Sharaf DG and Virgin and many
more such as small phone shops around the country they are available everywhere and they could easily
be reached out.
 Added Value to the distribution channel and to the consumer
they seek customer satisfaction through all platforms whether they are directly contacting them or
indirect. In addition, the availability of a manager in every branch to maintain customers satisfaction, in
addition the availability of QR codes to share your opinion and experience in all branches to maintain
customer satisfaction in addition to feedbacks are appreciated and warranty for several years.
 Title/ownership
Customer owns the product once the pay for the product they seek. The product becomes there’s
because they used their money power to purchase the product.
 Physical location criteria
The places Apple retail shops lie in are very crowded and well know location in Bahrain, in addition the
ease of purchasing the Apple products as they are available within more than 50 distributors in Bahrain
therefore word of mouth and the strong brand reputation are enough for selling the products.
6. Promotion Concept – Overall, how does the business communicate with its customers?

 What is the advertising strategy?

The main two strategies implement by Apple are buzz marketing whenever they launch a new product as
the set a big launching campaign all around the world whenever they release a new product the second
way they depend on since ages is the word of mouth and the strong reputation.

MKT464 – MARKETING STRATEGY Page 1

  What is the personally selling strategy?
Apple uses personal selling within the Apple Retail Stores, where trained and knowledgeable employees
are able to help con- summers with their choice in products. This allows great customer service which
then is spoken about amongst peers, family members, friend circles and even at work.
 What Sale Promotional devices are used?
Student discount around a 20%.
There is one aspect of Apple's retail model that stands out the most: Apple doesn't offer discounts. Apple
has a no-discount pricing strategy with the products it sells in its own Apple retail stores.
But some other distributors in the country compete through reducing prices or by selling product in
bundles in order to attract customers.
 What Publicity options are used?
Apple focuses on their UVP (unique value proposition), which is beautiful design that works right out of
the box with ever-smaller packaging. It's a marketing strategy that gets juice throughout social media
and is very much a competitive advantage for Apple and its market share.

MKT464 – MARKETING STRATEGY Page 2