Description
Assignment 4 – Marketing Channel Strategy
What is your brand and product?
Make a list of retail outlets where this product is commonly sold. (Retail outlets, Ecommerce Sites, Website). Paste images or links for each source.
List three segments that buy your product. For each segment, fill in the following:
Segment 1:
Geographic – How far will they travel to get the product?
Atmosphere – What are the needs and expectations for the point of purchase?
Frequency – How often do they buy the product?
Complementary Products – What other types of products are expected to be available
Customer Service – What customer service needs will they have and how would they like to contact customer service?
Segment 2:
Geographic – How far will they travel to get the product?
Atmosphere – What are the needs and expectations for the point of purchase?
Frequency – How often do they buy the product?
Complementary Products – What other types of products are expected to be available
Customer Service – What customer service needs will they have and how would they like to contact customer service?
Segment 3:
Geographic – How far will they travel to get the product?
Atmosphere – What are the needs and expectations for the point of purchase?
Frequency – How often do they buy the product?
Complementary Products – What other types of products are expected to be available
Customer Service – What customer service needs will they have and how would they like to contact customer service?
due date is 10/17/2023 10:00 P.M. EDT
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Assignment 2 Product Design Strategy
Jinlin Chen
Kent State University
MKTG 35030
Michael Lyndall
09/20/2023
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iPhone 13 Product Analysis
Product
The product selected for this analysis is Apple iPhone 13. This product targets tech-savvy
consumers who value high-quality smartphones that have advanced features. It also targets
customers who are willing to pay premium prices.
Major Competing Products
iPhone 13 has a range of competing products. Some of these products are mobile phones
with similar features or similar prices. The competing products include:
● Samsung Galaxy S21
● Google Pixel 6
● OnePlus 9 Pro
● Xiaomi Mi 11
Product Lifecycle
The Apple iPhone 13 is in the growth stage of the product life cycle. It was launched in
September 2021, the product became increasingly popular because of the new features
introduced from the iPhone 12 Pro (Hooson, 2021). The model continues to have strong sales
even though it is not in the introduction stage and cannot be considered a new product. This
mobile phone is characterized by its adoption because of the high demand by customers who
seek mobile phones with advanced technology. Its innovative features also account for the
spiraling adoption as the company introduces new qualities (Phelan, 2021). During this stage,
there is increased profitability and market share.
Product Line
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The Apple iPhone product line is characterized by diversity, offering customers a range
of models and choices. For example, the iPhone 13 product line comprises the iPhone 13 Mini,
iPhone 13, iPhone 13 Pro, and iPhone 13 Pro Max. Each of these products caters to different
customer preferences for device functionality and size. This is a strategy to extend the product
line by introducing different models that address consumer needs. It not only satisfied the needs
of customers seeking budget-friendly options but also those who want higher quality models at
premium prices. Expanding the product line for iPhone 13 allows the company to gain more
market share and maintain its competitive advantage.
Bundling and Similar Products
Apple strategically bundles iPhones with accessories such as protective cases, charging
cables, and earphones. This bundling approach has two benefits, including completing their need
to offer a holistic, convenient user experience. It ensures customers have all the necessary
accessories needed to make iPhone 13 and other products work better. Another benefit of this
approach is enhancing the overall value proposition. The approach makes the products more
attractive and compelling to purchase.
General Product Benefit Ranking
Apple iPhone 13 leads in multiple aspects when the general benefits are analyzed
compared to competing products. This can be illustrated as follows:
● Performance: 1. Apple iPhone 13; 2. Samsung Galaxy S21; 3. Google Pixel 6; 4.
OnePlus 9 Pro; 5. Xiaomi Mi 11
● Software updates: 1. Samsung Galaxy s21; 2. Apple iPhone 13; Google Pixel 6;;
5. OnePlus 9.
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● Ecosystem Integration: 1. Apple iPhone 13; 2. Samsung Galaxy S21; 3. Google
Pixel 6; 4. OnePlus 9 Pro; 5. Xiaomi Mi 11.
● Camera Quality: 1. Apple iPhone 13; 2. Google Pixel 6; 3. Samsung Galaxy S21;
4. Xiaomi Mi 11; OnePlus 9 Pro.
Product Features and Response Function Description:
I.
Face ID and Biometric Security: The response function is that consumers prefer more
advanced and reliable biometric security, such as Apple’s Face ID.
II.
High Refresh Rate Display: The response function is that higher refresh rates offer
smoother interactions and improved visuals.
III.
Battery Life: The response function is that consumers prefer longer battery life up to a
point where the device can last a full day of use (Nicas, 2021).
Product Packaging
Figure 1: Apple Packaging retrieved from https://wallpapers.com/wallpapers/original-iphone-5-new-yls2ah03lqnm4gu1.html
The Apple iPhone 13 is packed in a sleek and minimalist white box with the product
image on the front. Inside the package includes the iPhone, a charging cable, and a user manual.
Some of the packaging benefits to consumers include information about the product and its
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features. It also ensures the safety of the device during transportation and maintains the premium
brand image of Apple.
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References
Hooson, M. (2021, September 17). Apple iPhone 13: Improved cameras, battery and processor
alongside new iPads and Apple watch. Forbes.
https://www.forbes.com/uk/advisor/personal-finance/2021/09/15/apple-iphone-13product-details/.
Nicas, J. (2021, September 14). Apple’s new iPhone 13 is better, but not by much. The New York
Times. https://www.nytimes.com/2021/09/14/technology/how-good-is-apple-iphone13.html.
Phelan, D. (2021, September 5). Apple iPhone 13 promises jaw-dropping feature upgrade.
Forbes. https://www.forbes.com/sites/davidphelan/2021/09/05/apple-iphone-13promises-jaw-dropping-feature-upgrade-release-date/.
Visual Promotions Analysis & Themes
Jinlin Chen
Kent State University
MKTG 35030
Michael Lyndall
10/10/2023
Visual Promotions Analysis & Themes
Promotion 1: Samsung Website Ad
Website Ad (Samsung Ads, n.d.)
Image analysis and associations reveal that the website banner on the Samsubg Ads Life
page shows the dynamics of different products. The page features a collage of Samsung products
in different real-life scenarios. The most relevant part of the image is the collection of Samsung
products, including smartphones and home appliances. It conveys associations with the seamless
integration of technology into everyday life.
The interpretation and tone of the promotion to the consumers are formal but graphical. It
communicates how Samsung’s product ecosystem fits different aspects of modern life. The
promotion communicates the diversity that Samsung offers through its products. The tone of the
communication is also customer-centric and versatile.
An evaluation of the marketing objective shows that the promotion targets consideration
of the state of the consumer journey. It is to provide potential customers with a comprehensive
view of Samsung product ranges. The ad communicates to this target audience who needs
convincing about the products. It guarantees the customers that Samsung’s product range can
improve the various aspects of their lives.
The promotional channel analysis further indicates that the Samsung Ads Life page is an
appropriate channel for this promotion. This is because it allows the consumers to explore the
Samsung products ecosystem in detail. Other than the captivating pictures, it provides textual
context that makes the ad comprehensive.
Promotion: Instagram Post
Samsung Galaxy Z Flip Instagram Post (Samsung, 2023)
In the second advertisement, the Instagram post features the folded Samsung Galaxy Z
flip smartphone. It showcases the sleek innovation and design of the product by using a
minimalistic approach. The most relevant part of the picture is the folding and unfolding action
of the phone. It evokes associations with modernity, cutting-edge technology, and elegance.
The message from this promotion communicates to consumers about the modernity of the
company’s newest innovation. It highlights the features of the Samsung Galaxy Z Flip, making
the product a symbol of modernity and style. The ad emphasizes innovative designs and features
of the phone. The tone of the communication is trendy, targeting tech-savvy customers.
The marketing objective of the promotion is to target the awareness stage of the customer
journey. It is informative and comprehensive, even though it uses a minimalistic approach to
advertising. This promotion aims to make potential customers aware of the Samsun Galaxy Z
Flip. It showcases the standout features of the phone, making it unique because of its foldable
display.
Analysis of the promotional channel finds Instagram to be an ideal platform for sharing
the visual content of the smartphone. The Instagram user base is engaged with visuals that make
it an effective channel for creating awareness. The excitement matches the innovation around the
products like the Galaxy Z Flip.
Promotion 3: Billboard Ad
Samsung Galaxy Z Flip billboard (Iris, 2022)
The folding features Samsung Galaxy Z Flip smartphone displayed on a billboard
structure. It showcases the phone’s folding on a large scale and creates a memorable visual
experience. The ad can be associated with innovation and excitement around the new
technology.
The message communicated in this promotion is that the Samsung Galaxy Z Flip is not
just a smartphone. It showcases the innovation that captivated the audience by emphasizing the
folding feature. The tone of this communication is attention-grabbing because of the extension of
the technology to billboards.
The promotion targets the decision stage of the customer journey. It aims to create a
lasting impression on the viewers. It drives consumer interest in the Galaxy Z Flip by
showcasing its remarkable features on a large scale. Further analysis of the promotional channel
shows the ad is effective because it reaches more audiences. It captured their interest because of
the foldable uniqueness of the display.
In sum, the common theme of the advertisements on different platforms is innovation and
modernity. This theme runs through all three promotions, with two of them focusing on the
unique features of Galaxy Z flip. The promotions integrate this theme to captivate the audience
who demand cutting-edge technology. They create a lasting impression of a modern and stylish
device and brand.
References
Iris. (2022, October 18). Samsung’s folding billboard flips the script to celebrate launch
of galaxy Z Flip4. Little Black Book. https://www.lbbonline.com/news/samsungsfolding-billboard-flips-the-script-to-celebrate-launch-of-galaxy-z-flip4.
Samsung Ads. (n.d.). Samsung Electronics America. Retrieved 10 October 2023, from
https://www.samsung.com/us/business/samsungads/.
Samsung [@samsungmobile]. (2023, July 26). Instagram. Instagram.
https://www.instagram.com/p/CvKH9S5LpqX/?utm_source=ig_web_copy_link.
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