Introduction

Marketing policies has to be adopted and implemented in an effective manner.

This will help in promoting the existing and new products that has been
manufactured by the company. In this case, the strategies prepared have to cater
the needs for the company. This report has been prepared to analyse the
relevance of the marketing mix and the policies that can be followed for
increasing the product awareness and sales for the product that is manufactured
by the company. The relevance of pricing and product level has been discussed
in this report.
4. Marketing mix for MacBook pro
4.1. Product
1. Product level
Through the product line, the management of the company analyse the below
mentioned factors -
1. Core - the latest version of MacBook pro has uni-body construction, which has
been updated for the 17 inches products that has been manufactured by the
company. At the time of marketing, the promotional team ensure to include these
features.
2. Actual - The quality of the product is focused upon while promoting for the
MacBook pro. This has been done with an intention of increasing the sales for
the products and attracting the attention of the buyers.
3. Augmented - The new product comes with additional features like extra
memory and big screen. Such benefits have been discussed so as to ensure that
the customers get the best services (Johnson and Schultz, 2004).
2. Product life cycle
The success of the product depends upon the product life cycle that has been
adopted by the company. Through this method, the company adopts and
implement an effective method that would increase the sales. The phases that
are included in the process are
1. Introduction - Apple is a leading company that manufacture innovative
products that will cater the needs of the clients. The MacBook pro has been
introduced for the clients and the product has lots of features that will take care of
the customers needs. At the time of introduction of the products, the company
ensure that the right steps for promoting the products are adopted.
2. Growth In this phase, the steps include policies through which the sales can
be increased. The management ensure that the product features are discussed
with the clients, as this will promote the sales (Kitchen, Bringell, and Jones,
2004).
3. Maturity In this phase, the growth of the product and the sales is analysed.
This is done to find the effectiveness of the product that is manufactured by the
company. Through this phase, the company analyse the challenges that can
impact the sales.
4. Decline - this phase explains the decline of the demand of the products
amongst the buyers. Such a thing basically incurs due to change in the demand
of the customers related to the products.

4.2. Pricing
1. Objective of pricing
Pricing strategy is quite one of the important factors that is considered by the
company. The strategy selected by the company has to be effective as the
customers could be attracted towards the products that are being sold by the
management. With the help of the pricing method, the company can decide the
price for the products. This is one of the most important factors as this will help in
approaching maximum number of clients. The company has adopted skimming
pricing method for determining the price of the products that is sold by the
management. In this case, the relevance of the pricing for the product life cycle
method has to be adopted by the company (Kim et al., 2004).
New pricing strategy
The pricing strategy for the product and services that is been rendered to the
clients. It is quite important for the company to select the right method, through
which the right quote for the price can be implemented. The pricing strategy is
implemented with an intention of offering the products that will take care of the
needs of the clients. This will also help in tackling the challenges that would help
in overpowering the existing competition (Kotler and Keller 2009).
Pricing tactics
Price skimming is considered to be one of the most effective methods that help
the company to set out the right price that will help in increasing the sales for the
product. Through this method, it is possible for the company to recover the costs
that is involved in the production MacBook for the clients. This is also considered
to be effective methods for coping with the challenges that are associated with
the lack of information related to financial resources. Through this method, it is
possible for the company to decide upon the volume that needs to be sold to the
clients. Also, the promotional activities can be conducted without increasing the
operational expenses for the company (Kotler, 2003).
Perceptual map
 Placement
Marketing channels
The method adopted for marketing of the product is quite important. In this
method, the company analyse the future goals and draft the best possible
policies that would help in increasing the sales. Some of the channels are
1. Direct selling - In this method, the sales for the products are done directly. The
company approach the customer and sell the product to the clients.
2. Indirect method - Here, the company adopts indirect method that includes
dealers and retail shops. Through such methods, the company attempt to
increase the sales and ensure that the right is adopted for the same.
3. Reverse channels In this process, the sales is done from the clients to the
intermediaries and then it is transferred to the beneficiary.
4. Dual distribution - Here, the company makes arrangement to sell the products
to different clients by adopting the best sales process (McGrath, 2005).

Distribution of products
Direct sales and indirect sales process is considered to the best method for
increasing the sales for the company. Through direct sales, the company
attempts to approach maximum number of clients and explain the benefits of the
product that is offered for sales. Apart from this, the strategies could be adopted
that will help in attracting the clients. Through indirect method, the management
proposes to approach dealers and retailers who would carry out the promotion
activities for the company. Such a task is quite challenging and thus, the
management of the company ensures to implement the right strategies.
Alternative method for distribution
The marketing and promotional activities are considered to be quite important.
For increasing the sales, the management proposes to create brand awareness
through the online and mobile promotional activities. Such process will attract
more clients towards the company.

sales method percentage

direct sales 38
indirect sales 32
mobile applications 25
dual distribution 3
reverse channels 2

4.4.Promotion
Describe the promotional mix elements
Promotional mix is quite an important factor, through which the sales and brand
awareness can be created amongst the customers. This also helps the
management of the company to cope with the challenges that exists due to
increase in the level of competition. In order to choose the right type of
promotional mix, it is essential to analyse the future objectives of the company.
This will help the company in approaching maximum number of clients from
different markets.
Some of the promotional mix elements that are considered to be essential in this
process are
Advertising
Personal selling
Direct marketing
Point of sale displays
Merchandising
Tool that has been used
The company depends a lot on the dealers and the internet technology for
increasing the sales for the products. This is quite effective, as majority of the
buyers from different markets prefer to buy the products and services through
online method. Apart from this, it is also possible to gather the required
information about the products through this method. Through online method, the
campaigns can be conducted through which the sales would increase. Besides
this, such method will enable the company to reach out to the clients quite easily.
Mobile application is another important aspect through which the company can
communicate with the potential customers.
Features
Advantages
Cost effective method
Quite reliable for communicating with the customers (Kotler, 2003).
Can interact with the clients and analyse the expectations of the
buyers
Disadvantages
The results cannot be measured
Quick services are a must or else the company wouldnt be able to
yield the expected results.
If the website is not interactive then it will create serious problem for
the clients.

5.0 Innovative suggestions

Marketing strategy has to be selected in the right manner, as this will help in
increasing the sales for the company. In this process, the challenges have to be
analysed, as this would contribute towards the product promotion and brand
awareness. Some of the aspects that has to be analysed in the process are
1. Product The details about the products has to be provided to the clients or
the potential buyers. This will help in creating brand awareness, which is
necessary for increasing the sales for the management. At the time of creating
the brand awareness, it is essential to discuss about the details of the products
and the features that will be useful for the clients. Through this method, it is
possible to develop and implement an effective strategy through which the
changes in terms of challenges related to the competition can be easily
overpowered. This is one of the most important factors, as the company would
be able to convince the potential byers about the features of the products. The
details of the products have to be clearly mentioned to the clients, as this will
encourage the clients to invest in the purchases of the goods and services that
are sold by the company.
2. Pricing - the selection of the pricing method has to be done after considering
the challenges that can affect the expectations of the clients. In this process, the
company has to analyse the expectations and preferences of the buyers. This
will help in drafting policies through which the sales can be increased. Apart from
this, the prices quoted for the products have to be reasonable as this will help in
attracting the clients from different parts of the world. Apple sells reputed
products to the customers, at a higher price. In this process, the prices and
quality of products offered by the rival company has to be also analysed. This will
help in increasing the sales and convincing the customers to buying of the
products. Skimming is one of the best methods through which the company
determines the price of the products (Peltier et al., 2003).
3. Placement - In order to place the goods and services sold by the company in
the market, it is essential to adopt the best marketing strategies. In this process,
the objective of the company to place the goods in the national and international
market has to be analysed. This will help in developing and implementing the
changes that are considered to be necessary for increasing the sales. For
placement of the goods and products, the company can also use the online
method. This will help the management to reach out to maximum number of
clients, and ensure that the best possible services are provided to the clients.
4. Promotion The Company can introduce effective online marketing strategies
through which maximum number of clients can be reached out at the short span
of time. For this, the company can also introduce mobile application method for
promoting the goods and services that are manufactured by the company. In the
promotional activities, the features of the products and services that are sold by
the company have to be highlighted in the best possible manner. This will help in
attracting maximum number of clients.

6.0 Conclusion
The company aims to target new and existing market. By doing so, the
management intends to increase the sales and render the best possible services
to the clients. This is quite important for increasing the brand image for the
company. For the product strategy, it is essential to highlight the features of the
products that are sold by the company. This can be done through effective
promotional activities. At the time of marketing, the company can highlight the
features of the products, through which the customers can analyse the
requirements and choose the best product that will cater their needs. Pricing is
one of the important factors and needs to be done in the right manner. For
implementing the right price for the products, the company has to analyse the
challenges and the present market condition. This will help in increasing the
sales and approaching maximum number of clients from different markets.
Promotional activities have to be done on a timely manner, and the right
strategies have to be selected for the same. In this case, the steps that has to be
followed for conducting the promotional activities has to be planned and
communicated with the clients.
Recommendations
The strategy for product strategy has to be improved and the right steps for the
same have to be implemented by the company. This will help in adopting the
best strategies that will help the company. Innovative promotional activities
include introducing the changes that will attract the clients at the short span of
time. Pricing strategy will help the management in adopting the right price that
will be useful for the company. Introducing changes in such methods will help the
management in adopting the right strategies through which the sales can be
increased.
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