What is an electric car?

Marketing mix

“Best quality products regardless phone is it or car.”

Product

Apple is one of best-know worldwide brand. Apple car is specialty,desirable product (that give both high immediate satisfaction through quality of Apple car and high long-run benefits for society and environment).

Apple car’s value prepositionbased on :

· high-quality and well-performed product.

· Extraordinary and unique design product with creative features.

· Technologically developed.

· Not harmfulfor environment electric car.

What our product offers to consumers?

“Apple car - is the future of electric cars”

· Technological and internet accessibility in car

In twenty-first century people need technological and internet accessibility everywhere, especially for millennials (generation Y) which are our targeted group. Apple car gives this opportunity to buyer, a key point is that it is easy to use technologies and devices in car, because the using system is similar to iphone’s or ipad’s (touchscreen devices, software, menu design). Also along with main product accessory (last versions of iphone and ipad) products are included.

· Extraordinary and unique design for luxury car with creative features

Because of that our targeted group is young generation (millennials) Apple car’s design include creative features such as “different color for every day” function.

“different color for every day” function is involving the opportunity to change car’s color once at every 24 hours.

· Not harmful for environment

What is an electric car?

An electric car is an automobile that is propelled by one or more electric motors, using electrical energy stored in rechargeable batteries or another energy storage device. Electric motors give electric cars instant torque, creating strong and smooth acceleration. Our product do not pollute the environment. Electric cars have several benefits over conventional internal combustion engine automobiles, including a significant reduction of local air pollution, especially in cities, as they do not emit harmful tailpipe pollutants.

Ø What features differentiate Apple car from other electric cars?

Price

In car industry Apple selected a market-penetration pricing strategy, because a high price is one of the most important reason why electric cars do not attract buyers. A penetration pricing strategy is designed to capture market share and by entering the market with a low price relative to the competition to attract buyers. In Apple car’s value preposition Apple take in to account the major reasons of why car buyers avoid electric cars.

1. Low cost

2. Extraordinary and unique design

3. High-performance

Ø In product mix pricing strategies Apple relies on the captive product pricing(two–part pricing) – setting a price for product(such as iphone and ipad) that must be used along with a main product.

Because of that Apple’s targeted group is generation Y with high-income, the Apple choose the International pricing.

Product has a low price, so why Apple’s targeted grout is generation Y with high-income?

Place

Apple will produce cars and operate more than in 50 countries including USA, Canada ,UK, European Union, Japan, South Korea, Australia, New Zealand, Turkey and also members of BRICS: Brazil, Russia, India, China, except South Africa. Apple will operate almost on all continents except Africa, because of poor economy, unstable political situation, regional conflicts and uncertain situation in government issues not in all countries, but in many of them. It would be very costly and not profitable to produce cars for one or two countries on continent, because of distribution (freight) cost and a little demand.

· Also Apple prefers to not operate in many of Middle east countries. It will monitor the situation for a time and after make a final decision.

Promotion

Apple is one of the most popular brands in the world. Apple created fresh consumer excitement and loyalty. Like a brand Apple carries high credibility. Apple will present and advertise its car on special opening ceremony, how was with the iphone. Tim Cook as CEO of Apple will present car to public.

Media:

· Actually Apple didn’t advertise its products much, because of loyalty customers and high brand equity, but because of:

1. Competitor’s big advertisement companies in the car industry.

2. Apple car it is a new product of company, Apple will launch the brand extension.

Apple decide to promote and advertise Apple car through own Apple TV and high-rated TV channels , concluded an agreements with famous internet sites.

Ø In addition to this, Apple will create an app in App Store which will describe the car’s design, features, stores’ location, contacts and other needed information for buyers.

Sustainable Marketing

v Apple is paying attention to sustainable marketing. Company will use the societal marketing principle which holding that a company should make marketing decisions by considering consumers’ wants, the company’s requirements, consumers long-run interests, and society’s long-run interests. Apple’s car is not harmful for environment and society’s well-being, it not pollute the environment with emissions it means that it will create healthy environment for next generation.

“Present in our hands, but future lies on your choice”

Date: 2016-01-14; view: 1907