iPhone 13 Pro

Brief background information about the Brand

The brand, Apple, was founded in California in 1976 by Steve Jobs, Steve Wozniak, and Ronald
Wayne. (O’Reilly, 2011) It was initially called Jobs and Wozniak before changing its name to
Apple Computer, Inc. in 1980. The company was initially known for its personal computers but
has since expanded into other products such as smartphones, tablets, and watches.

This brand was introduced in the UAE in the year 2017. (C Kuglin, 2017) The company has a
wide range of products that are suitable for different occasions and holidays

The company operates in three segments: Device Group, Mac Business Unit, and Online
Services. Apple's Device Group includes iPhone, iPad Pro, and Mac products. The Mac Business
Unit includes MacBooks, iMacs, Mac Pro, Magic Trackpad, and Magic Keyboard. The Online
Services segment includes iCloud storage service for users' content.

Consumer product: discuss the product you have chosen in terms of

The iPhone 13 Pro is a compact, robust device that offers users unprecedented convenience and
functionality. It's the perfect choice for anyone who wants to enjoy the benefits of an Apple
device but doesn't want to deal with the hassle of carrying around a full-size computer.

The iPhone 13 Pro is powered by the latest and most remarkable technologies, including a 6.1-
inch infinity-display screen and Face ID technology that allows users to unlock their phone with
just their face. (Dempsey, 2021) The device also includes a 12-megapixel camera with advanced
night vision capabilities and 3D Touch technology for taking advantage of its powerful processor
without having to press harder on the screen.

One product’s weakness is that it has no fingerprint reader, so you must type your passcode
whenever you want to unlock the phone.

Marketing Opportunities

Existing market segments: iPhone luxury consumers looking for a device with high-end
features and durability as seen from the survey. The iPhone 13 Pro is the perfect choice for these
customers as it features a beautiful design and innovative new technology. It is also powered by
iOS 12, which has many useful functions and apps that can assist users in their day-to-day lives.

Marketing Strategy
The marketing strategy for iPhone 13 Pro is to target affluent consumers who are interested in
having a luxurious experience. The key factors that can be used to differentiate this product from
its competitors are:

 Higher screen size

 Improved camera quality
 Better battery life

With the popularity of Apple's other products, such as the MacBook Air and MacBook Pro,
people will likely look toward these products when purchasing the iPhone 13 Pro. This would
mean that there would be an opportunity for expansion into new markets by targeting existing
customers who are loyal Apple users and/or looking for a more affordable alternative than what
they already have available (i.e., they may already own an iPad Pro).

The iPad Pro is currently one of the most expensive tablets on the market, so this could serve as
an attractive option for many consumers who want something with more functionality than just
reading eBooks on their phone screen but don't want to spend too much money. There is already
a demand for luxury smartphones; with the introduction of the iPhone 13 Pro, Apple can
continue to gain market share by offering something people want but do not currently have
access to.

Segmentation and Targeting

The best group is determined by the following according to the survey:

1.      Aged 40-70 years old - they are wealthy and have disposable income to spend on luxury
products such as iPhones. They are also likely to have a high level of education

2.      Existing iPhone owners - they have already purchased an iPhone and are likely to shop
around for a new iPhone again in the future, so that they may need support during their upgrade
cycle.

3. The best group to target is UAE’s wealthiest and most influential businesspersons. These
people are seen as role models in their communities, impacting the economy by spending money
in many places. They are mainly interested in luxury brands, and their main concerns are fashion
and beauty products. They are also big spenders on travel and experiences, which makes them
ripe for our product.
Primary Search Analysis:

How satisfied are you with the iPhone 13

Pro?

Very High
High
Low
Very Low

From the graph, it is evident that the majority of people are highly satisfied with iphone.

Why do you think people are satisfied with

iPhone 13 pro?

Luxury
Features
Pricing
Easy Availability

Looking at the results of the survey, it is quite clear that people are satisfied with iphone because
of its cool features. Furthermore, it is also considered a symbol of luxury.

How would you compare apple product usage

rate to previous years?.

Frequently
Often
Very Often
After analyzing the graph, there is no doubt saying that that the demand for apple products is
increasing frequently.

Do you have any concerns about the

brand's ability to keep up with changing
technology/trends?

Yes
No

People have no confusion regarding the brand’s ability to keep up with the latest technological
trends.

10. How likely are youChartto buy

Titlea new iPhone 13
pro if it includes a free case and screen protector?

Very Likely Less Likely Not at all

Survey shows that people are more likely to buy a new iPhone 13 pro if the brand includes a free
case and screen protector
 12. Are you okay with 1000$ cost for iPhone 13 pro?
Chart Title

·       Yes ·       No

Although the iPhone 13 is considered a luxury, the vast majority of people hesitate to spend
$1000 for a phone.

Will you buy Apple

ChartProducts
Title in Future?

Yes No

Looking at the results, we are now confident to say that Apple has a loyal customer base. 99% of
iPhone users are gonna stick with the iPhone throughout their life.

Profile

The best target market for this product is Apple Inc. loyalists. They are the ones who have been
using their phone for years and will continue to do so in the future.

They are willing to pay more because they know that Apple products are of high quality and
reliable, which means they expect their iPhones to last a long time.

 The iPhone 13 Pro has a lot of features that make it appealing to the Apple loyalists, such
as being able to wirelessly charge your phone with just a few minutes of charging time or
 being able to stream music from your favorites playlist on your device through its
speakers instead of having to use headphones anymore.
 They are interested in technology and will likely be an Apple user already, so they will be
able to use this phone easily. They also need a phone that can meet their needs, but they
don't want anything too big or too small.
 They are likely to be active on social media and spend a lot of time online surfing the
web, so they need good internet access as well.

Application of the marketing mix:

The marketing mix is a framework for analyzing the resources, costs, and relationships involved
in delivering an offering to a target market,. The marketing mix includes four components:
product, price, place, and promotion.

Product: our product is an iPhone 13 Pro with 6GB RAM and 64GB of internal storage.

Price: our price is $1000, slightly higher than most other iPhones on the market.

Place: we will be selling our phones through Apple's website, as well as through their retail
stores across the country

Promotion: Types of advertising available include print media (such as newspapers), radio
stations, television networks, and websites; various types of mass media include billboards;
social media accounts like Facebook and Twitter; direct mail campaigns; and personal
appearances before large groups of people who may know about your company but may not have
heard about how great something is just yet because they haven't seen

Proposed Product

The iPhone 13 Pro is an exciting new addition to the iPhone line, and we think you'll love it!

This phone is an all-in-one solution for convenience and shopping. With its built-in camera, you
can snap pictures of your favorite items in the aisle or at the cash register before you buy them.
And with its integrated GPS, you can find the perfect item while on the go.

It's also got a lot of great features that make it worthwhile even when you're not out shopping or
taking pictures. The new virtual assistant, Siri, can help you with your commute by making
suggestions for routes or answering your questions about local places of interest. And with its
ability to make video calls with FaceTime, video calls are now more convenient than ever
before.

The iPhone 13 Pro also has some unique features that make it stand out from other smartphones
on the market: It has a beautiful design with a high-resolution screen and sleek lines that fit
nicely into any handbag or pocketbook; it's fully waterproof, so you never have to worry about
dropping it in water or getting caught, in a rainstorm, and it includes Apple Pay.

Packaging

iPhone 13 Pro packaging is designed to protect the device .from damage during shipment and
storage. The packaging material is designed to withstand repeated use, ensuring that your iPhone
13 Pro arrives unscathed.

The packaging includes a clear plastic bag with a see-through window that lets you view the
contents of the package. The window also allows for easy identification of what's inside, so you
know exactly what you're getting at all times.

Proposed Price

Pricing is one of the most important decisions a business can make. The cost of making a product
is not always related to the price of that product but instead more related to how much it costs to
make the product. For example, if you were selling an iPhone and had to pay for all the raw
materials, labor, packaging, and shipping costs to get it from China to your store, then you would
want to keep that cost as low as possible.

On the other hand, if we were selling an iPhone at $1000 USD, then we might have no choice
but to raise the price of that USD 1000 because if you sell fewer iPhones than expected (due to
oversupply), then your profit margin will be smaller than expected.

That being said, there are many different pricing strategies that companies use in order to
maximize profits while minimizing losses. We can sell an iPhone at $1000 USD or even lower
depending on how cheap your competitors are offering their products compared with yours or
what people are willing to pay for them. Another strategy would be offering slightly higher
prices during holidays or special events like Black Friday sales so that people who want those
particular items will have an incentive.

Proposed Place
The current distribution method is intensive. This is because the product sells well in the market,
and Apple has eliminated excess stock. The new distribution method will be selective because it
is only going to be sold in selected locations and not available everywhere as before.

The new distribution method will also be exclusive as there will only be one model available per
store, unlike before when there were multiple models available at different stores. The strategy
within this type of distribution method will be pushed because customers are not going to have
access to the product until they buy it from an authorized retailer, i.e., Apple Store or an Apple
Authorized Service Provider (AASP).

Proposed Promotion

In this section of the report, we'll explain what we think is the best way to use our iPhone 13 Pro
line on Facebook and Instagram.

The mix of promotional elements we're using is:

 A video ad featuring our CEO talking about the brand's values and mission. The video
will be posted on our Facebook page at least once a month.

 A sponsored post on Instagram where our CEO will talk about how much he loves using
his new iPhone 13 Pro, which he bought with his new Galaxy Note 9 phone. The
sponsored post will be posted every day for 5 days.

 We'll also have a Snapchat story every day for 5 days, showing photos of people posing
with their new phones while they are being used by other people.

 We believe that with this promotion, we will be able to increase our brand awareness
among consumers who are interested in purchasing an iPhone 13 Pro but do not know
where they can buy one without paying too much money for shipping fees (iPhones
usually come with high shipping costs).

 We plan on using social media platforms like Facebook, Instagram, and Twitter to
promote this campaign by posting pictures of people using their new iPhones on social
media sites like Instagram & Facebook and sharing videos showing their new phones.

Questionnaire
What is your age

 20-30

 30-40

 40-70

1. How satisfied are you with the iPhone 13 Pro?

 Very High

 High

 Low

 Very Low

2. What is your main reason for satisfaction with the iPhone 13 Pro?’

 Luxury

 Easy to use

 Effective support

3. What is the current brand/ product usage rate including usage of competitor brands/ products?

 Frequently

 Very Often

 Rarely

4. How would you compare apple product usage rate to previous years?

 Frequently

 Very Often

 Rarely

5. What are the levels of satisfaction with the apple product, including competitor brands/
products?

 Very High
  High

 Low

 Very Low

6. Why do you think people are satisfied with iPhone 13 pro?

 Luxury

 Features

 Pricing

 Easy Availability

7. What is your biggest issue with this product?

 Price

 Battery Timing

 Charging

 None

8. Do you have any concerns about the brand's ability to keep up with changing
technology/trends?

Yes

No

9. How satisfied will you be with your iPhone 13 pro if it is $50 cheaper than the other
brands/products?

 Very High

 High

 Low

 Very Low
10. How likely are you to buy a new iPhone 13 pro if it includes a free case and screen protector?

 Very Likely

 Less Likely

 Not at all

11. Will you buy Apple Products in Future?

 Yes

 No

12. Are you okay with 1000$ cost for iPhone 13 pro?

 Yes

 No

References:

 C Kuglin. (2017). EBSCOhost Login. Retrieved October 18, 2022, from

search.ebscohost.com website: https://search.ebscohost.com/login.aspx?

direct=true&profile=ehost&scope=site&authtype=crawler&jrnl=19431872&AN=127480

305&h=hOTzykIJZ8%2FzHdq2MeagKaQfJ2%2FPNEGA

%2BHvs735C6Seb9saNZncB1OWrpLqnX3hk2Wic25v1ORapxCkeSEG1tQ%3D

%3D&crl=c

 Dempsey, P. (2021). Reviews - Consumer Technology. The Teardown - Apple iPhone

Pro 13 smartphone. Engineering & Technology, 16(11), 68–69.

https://doi.org/10.1049/et.2021.1122

 O’Reilly, T. (2011). Steve Jobs (1955–2011). Nature, 479(7371), 42–42.

https://doi.org/10.1038/479042a