COMMUNICATION STRATEGY

Iphone's Marketing Communication Strategy

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Name of InstitutionIphone's Marketing Communication Strategy

Marketing communications is the term referred to as messages used to communicate with the relative market using the relevant media. Marketing communications involve the promotion part of the 4Ps of the marketing mix. It involves providing the market relevant information about the product, price and place i.e. the other 3Ps of the marketing mix. It includes all those communications that we are constantly bombarded with through advertisements through various mediums such as digital media, print media, television commercials, billboards, posters, pamphlets, leaflets. These mediums play a vital role marketing of a product, and companies spend millions of dollars just to communicate to the market about their product. It is through these efforts that a company sells their products to consumers, and turn these sales into profits. However, in order to reap maximum benefits from their communications strategy, companies need to communicate their ideas, plan, and information regarding their products in a very effective and efficient manner.

Iphone is a handheld device that is like a micro computer that sits on the top of a palm. It is one of the phenomenal devices that have been built and marketed by Apple inc. the device acts as a camera, a multimedia player, internet client with Wi-Fi and 3G connectivity, plus an ability to work as a cellular phone, with touch screen technology having only single button for the entire device. These were the features that made Iphone an instant hit rather a phenomenon in the whole world. However, the sleek and innovative design and the ability to perform multiple tasks were not the only features that led to the tremendous success of Iphones globally. It was the marketing, especially the marketing communication strategy of the product itself that gave Apple the edge in turning their innovative product into the success story of the decade (Pogue, 2007).

Though a Smartphone, able to do almost anything that a computer could do, Iphone never was targeted towards the professionals or businessmen; like many other Smartphone manufacturers did in the past. Iphone was targeted to the masses from the start it was communicated as a phone that is for everyone. Unlike other mobile phones manufacturers, Apple put Iphones capability of sending and receiving mails and surfing through the web as just an additional feature that the phone looks to provide its consumers. Iphone was marketed by Apple as a single device that can be used in place of so many other devices, such as it can be used as an ipod, a digital camera, a phone, and a mini computer (Pickton & Broderich).

Every feature of the Iphone was successfully communicated by Apple. Moreover, the Iphone was built due to the demand of Apple's fans that wanted the famous company to built a phone using their innovation and technology just as they have produced Mac's. Hence, the market for Iphones was already there with its fans in eager anticipation for the phone. Furthermore, the buzz created by Apple about ...