Introduction
Apple has always been known by its innovative products with very stylish and comfortable design. Brand has always come up with revolutionary products, which not only created a market, but also perfectly fitted the lifestyle and needs of younger generation. The brand is known for democratizing the technology and bringing it closer to people.
The company has achieved worldwide brand awareness, loyalty and emotional connection of its customers to its products. Apple's marketing messages are in simple and comprehensive language and at the same time they inspire millions of people.
Product
Besides the famous iPhone, iPod and iPad Apple also produces laptops. One of the latest notebooks produced by Apple is the MacBook Air. Just like all Apple products, this one too has perfect design and looks very fashionable, sleek and trendy.
With MacBook Air, Apple has set a new size parameters standard. MacBook Air is amazingly thin and very light. It weighs only 1,08kg for 11'' monitor model and 1,35 kg for the 13'' monitor model. The laptop is with Intel processor.Although the laptop is quite small, it has full size backlit keyboard. Also it is worth mentioning that it also has long lasting battery, with 5-7 hours working life. The laptop runs both Windows, Window applications and Microsoft Office. The connectivity is ensured through built in Bluetooth and Wi-Fi. MacBook Air has small camera, which is actually smaller than the one inside iPhone 4. The laptop is compatible with PC files and different devices.
MacBook Air has multi-touch trackback, which takes navigating into intuitive level. It makes the usage experience very smooth and pleasant at the same time.
MacBook Air’s unique selling point is its very thin design and the light weight and that is what Apple mainly emphasizes in its marketing materials. It also stresses the fact that the light weight and thin design are not made on account of other functions and the laptop is as powerful as laptops, which are twice MacBook Air's size.
Place
Apple has about 200 official retail stores worldwide, where it sells its products. Besides that customers worldwide can buy their products from Apple's official online store. Company has very strict policy for granting rights to its retailers and distribution channels.
Usually Apple stores are in best locations, not crowded with competitor shops. No matter where in the world the shops are, they all have the same standards, interior design and customer service quality.
People
Apple's main strategy is focusing on users. Even in the stage of product development they think about where and how the potential buyers will use the product. That is why Apple pays high attention to even smallest details.
In general, affected by the main communication messages Apple users consider themselves to be different, trendy and unique. Those are mainly young people (approximately 18-34 y.o.) who appreciate innovation and new non-standard approaches. They are early adopters, like to try technological innovations and are willing to pay extra for the brand name, its products trendy design and the image itself.
First of all I would like to draw attention on the fact that Apple users are extremely brand loyal. Many of them keep the whole range of Apple products: iPod, iPhone and MacBook. So part of MacBook Air buyers will be from previous Apple customers.
The bigger target market of MacBook Air is potential laptop buyers. The broad target market is mainly people who prioritize portability and mobility. Ones for whom the size and light weight is very important. They have very active lifestyle, which requires laptop and connectivity at the same time, be that freelance writing and/or active social network usage.
In the very beginning, when MacBook Air was just launched in early 2008, it targeted potential laptop customers who were not very sensitive to price, because MacBook Air was more expensive than the MacBook Pro. So in the launch period MacBook Air targeted people with middle and upper income.
Pricing
Apple's products have always been known for their fashionable design, high quality and higher price. In general, Apple's products were not competitively priced, since the company was betting on other marketing tools, such as innovation, originality, customer loyalty and inspiring advertising messages.
When first launched in early 2008, the 13'' MacBook Air's price was $1,799. That was quite expensive compared to its competitor laptops. But those were the times, when Apple did not have competitive pricing strategy.
In recent years, since about 2010, though Apple cut a lot on its costs, due to different special contracts for spare parts and was able to reduce the prices of its products. That is how MacBook Air entry level price was decreased to $999. The later price was very compatible and for the first time, potential buyers did not have to pay more than for other similar laptops from other brands.
MacBook Air's main competitive laptops are Asus UX 21($999), Samsung Series 5 ($899) and Sony Vaio Z ($1,950). This shows that MacBook Air's price is within the average market price and is quite competitive to others.
With the new decreased price strategy MacBook Air became more affordable and due to the price cut its potential market increased. So many who wanted MacBook Air but could not afford it will most probably buy it now.
Promotion
In the official Apple website one can see that ''Apple offers special education pricing on Apple computers, software and select third party products to college students, parents buying for a college student, or teachers, homeschool teachers, administrators and staff of all grade levels''.
If you buy Mac or specific printers from the online store you will get $100 rebate from Apple. Besides that the online Apple store provides iTunes gift cards.
Apple retail stores offer 1 hour free workshops, where buyers can get answers to all their questions concerning their new MacBook Air.
Besides that on the official apple website there is search tool, which will help you locate the nearest Apple retail shop.
The official Apple online store offers free shipping for purchases over $50, which means that if you buy your MacBook Air online, you will not have to pay for shipping.
Apple website also includes special hotline, which is available to answer to all questions and concerns about MacBook Air. Besides that Apple stores provides technical support to its buyers and solves all their problems related to the device.
Works Cited
"Apple Marketing Mix." Marketing Teacher Home Page. Web. 20 Feb. 2012. <http://marketingteacher.com/case-study/apple-case-study.html>.
Keizer, Gregg. "Apple Drops Price of MacBook Air, Previews Mac OS X 'Lion' - Computerworld." Computerworld - IT News, Features, Blogs, Tech Reviews, Career Advice. Web. 20 Feb. 2012. <http://www.computerworld.com/s/article/9192104/Apple_drops_price_of_MacBook_Air_previews_Mac_OS_X_Lion_>.
"MacBook Air - The Ultimate Everyday Notebook." Apple. Web. 20 Feb. 2012. <http://www.apple.com/macbookair/>.
Mingis, Ken. "Apple Exec Touts MacBook Air Innovations - Computerworld Blogs." Featured Blogs - Computerworld Blogs. 7 Feb. 2008. Web. 20 Feb. 2012. <http://blogs.computerworld.com/apple_exec_touts_macbook_air_innovations>.
Pinola, Melanie. "Top 7 Ultrathin Windows Laptops: Alternatives to Apple's MacBook Air | PCWorld." Reviews and News on Tech Products, Software and Downloads | PCWorld. 10 May 2011. Web. 20 Feb. 2012. <http://www.pcworld.com/article/227467/top_7_ultrathin_windows_laptops_alternatives_to_apples_macbook_air.html>.
