IPHONE 11
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Apple continuous to take the lead in the market capitalization after the release of iPhone 11 on September 2019. It is available in six colors giving its users a variety to choose from and has a better battery life than its previous model. iPhone 11 is also equipped with a smart chip of A 13 which is faster and more efficient compare to A12 which was previously used. The pone has gained a strong popularity which has led a high sale hence the company has experienced a very sharp rise in the market capitalization. The review of the phone for the old users upgrading their iPhone and new buyers shows that the products meets the users demand. The paper will discuss on how iPhone 11 competitive position and the market and critically analyses its brand position.
Competitive position
iPhone 11 has continued to gain popularity after its release because of its unique features which gives it a competitive advantage in the market. In 2019 when iPhone 11 was released other companies like Samsung had introduced S10e and Google had released Pixel 3a (Black, I.2017,420). what has given iPhone 11 its competitive advantage over this phones that have almost similar features is pricing strategy of the phone. The products were introduced in three variants and as a result the sales were so high that it led to the company increasing its production rate by 10%.
Differentiation of the product has also led to its increases in popularity. The phone has several features that makes it unique in the market such as the product battery life (Mao, Y.2020,3391). iPhone 11 battery life is higher compared to apples other products which is caused by the smart chip of A13 that is currently used. The smart chip has led to a lower power consumption making the phone smarter and faster and at the same time it very efficient due to the battery life. The other feature that makes the phone unique is the display and the camera. The phone has a 6.5 display and it is weighs 188 grams making it the lightest of all the three variants released. It is also having a water resistance feature to a depth of 2 meter for a duration of 30 minutes. Lastly is the 12MP with a 4K video recording which has led to its increases in popularity.
iPhone 11 has also had a competitive advantage over its competitor products. The product has pricing has give the company a competitive advantage over other companies such as Samsung and Huawei. The price is made to serve two important function (Lordkipanidze, R.2019,10). First with the variation in the price of the product it will attract new users who desire to have an efficient smart phone. The price is also meant to retain its old customers who want to enhance their iPhone for efficiency but at a lower cost. The pricing strategy has given iPhone 11 a competitive advantage since other companies are unable to match the price offered by the company (Wheeler, A.2017). The other competitive advantage of the product is the promotion it got before it was released. Tim Cook, the CEO, made sure that iPhone 11 got the reception it deserved by advertising it on social media and television. The unique features such as the high-performance chip and the mind-blowing screen were the basis for promotion. Due to the promotion the product gain popularity in the market and this has given the product a competitive advantage since the consumer already anticipated to use this product.
Customer Segment for the Brand
Apple Inc put in to consideration that different customers have different needs and therefore when producing a product, it must meet the demand of various target customers. Its builds its product to meet both the psychographic segmentation and behavioral segmentation. Psychographic segmentation entails grouping of the company’s customer depending on their lifestyle (Black, I.2017,420). The lifestyle of the customer is determined through their interest and opinion about various products of the company. The behavioral segmentation is how the customer behaves such as the readiness to buy the company’s product and the user status. The behavior of the customer is also determined using their attitude towards a product and their response on how the product serves them.
One of the customer segments in terms of psychographic market segment is that the product is meant for a younger generation. iPhone 11 comes in in variety of colors which gives the its customers a variety to choose from for those who fancy color (Borgenicht, N.2020). The product also targets fun loving and aspiring youth and this is evident through the 12 MP rear camera array. The phone has an audio zoom feature which enables focus audio on the zoomed area. It shows that it targets individual who are young and ready to explore. In terms of behavior segment the product targets customers who are ready to explore new apps and efficiency while using their phone. Therefore, the customer target profile is a young generation of users who need an efficient functioning gadget that suits their fun-loving life and aspiration. It also targets customers that appreciate quality, a design of produced the services they render rather than their prices.
Brand position
The brand position of the brand entails the selection of a market mix that is suitable for the target customers. iPhone 11 is meant to render the advance services to its customers who need seek devices that offered faster services and better performance features (Dissanayake, R.2015,889). The brand identity of apple has changed with time but it remains to be a youthful brand that enables its customers to have better services at a higher speed. The brand prism of iPhone 11 is entailing the application of six human traits on the brand to determine what the customer think about the brand. The first is the physique of the which entails the products features and symbols. iPhone 11 has features such as a smart chip of A13 that leads a better battery life and better performance. The feature has led to increase in its popularity as the target customers want a product that serves them at a fast speed and consumers lower power.
The personality of the phone would be a determined and ambitious youth. The personality trait determines the personality the brand would assume if were a person. The other traits trait is culture which entails the holistic view of the organization (Bao, H.2019). Apple is known for production of product that target customers that appreciate design, high quality and better performance product in terms of technology. iPhone 11 meets this criterion due to its efficiency and better and enhanced features. The other trait is the trait is relationship which is about the relation between brand and the customer (Sun, Z.2015,552). With the introduction of iPhone 11 most of the customers are old users of this iPhone product who want to update their iPhone an indication of a good relation between the brand and the customer. Lastly is the self-image which is determined by how the customer sees himself in comparison to the brand. iPhone 11 has variant pricing hence making it easier for customers to purchase their product. Therefore, the brand makes a strong promise about its product and it delivers this by production of iPhone 11 which meets the meets the customers demand.
The intend brand position of the apple is aligned to the actual brand position in the targeted customer and society. iPhone 11 is meant to offer efficient services and at a higher rate to the target customer. The product meets this purpose through a better battery and better camera. The major factors that have contributed to the high degree of alignment is the promotional mix tool. Before the release of iPhone 11 the product was promoted by use of social media and televisions advertisement (Bao, H.2019). The promotion of the product creates awareness to the target customers hence when it is released the sales of the product increases as more people buy the product to enjoy the new services. the promotion also leads to the attraction of new users using the new efficient products that meets the customers needs. The other factor is controlled communication of data. Apple brand is known for production of products that meets the customers needs and this is possible because of the controlled communication. The controlled communication also gives the organization a competitive advantage since they act on all the data, they collect on customers needs to produce the required product. The implication of the high degree of alignment has led to the increases in popularity of iPhone 11 in the market.
In conclusion, iPhone 11 has continued to gain popularity after its release because of its unique features which gives it a competitive advantage in the market (Dissanayake, R.2015,887). The phone has several features that makes it unique in the market such as the product battery life and a 6.5 display. It also has a competitive advantage over its competitors such as Samsung and Huawei due to its pricing and better feature. Since its release in has had an increase in sale which has led to an increase in production by 10%. iPhone 11 brand position is aligned with its actual brand position due to the controlled communication and promotional mix tool. The implication of the high degree of alignment has led to the increases in popularity of iPhone 11 in the market. iPhone 11 continues to gain popularity due to its efficiency hence it meets its targeted customers needs.
References
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Borgenicht, N., 2020. Will Apple’s Lower iPhone Price Ease Dropping Sales?.
Dissanayake, R. and Amarasuriya, T., 2015. Role of brand identity in developing global brands: A literature based review on case comparison between Apple iPhone vs Samsung smartphone brands. Research journal of business and management, pp.430-440. Kang, T., 2018. Samsung v. Apple: The Ill-Fated Introduction of Apportionment-by-Component for Designs. Berkeley Tech. LJ, 33, p.889.
Lordkipanidze, R., 2019. Our Innovative Joys of Epoch: New York-Big Apple and iPhone-as well Apple. Tbilisi, General Coordinator of International Charity Scientific-Research Partnership, As E-Article, 10.
Mao, Y., Lai, Y., Luo, Y., Liu, S., Du, Y., Zhou, J., Ma, J., Bonaiuto, F. and Bonaiuto, M., 2020. Apple or Huawei: Understanding Flow, Brand Image, Brand Identity, Brand Personality and Purchase Intention of Smartphone. Sustainability, 12(8), p.3391.
Sun, Z., 2015. IPhone separate clip mobile power supply. U.S. Patent Application 29/437,552.
Wheeler, A., 2017. Designing brand identity: an essential guide for the whole branding team. John Wiley & Sons.