Use the same product and organization you identified in your Week 3 Strategy and Positioning Analysis.
Develop a 500-word analysis that includes:
Describe how your marketing efforts and marketing mix will change with each phase in the product life cycleInclude at least four sources of research that support your analysis; at least one must be the textbook, one from the University of Phoenix library, and one piece of secondary research.
Format your assignment consistent with APA guidelines

Strategy and Positioning Analysis Part 2
Alex Ruffino, Matt Se Ho, Karen Mason, April Mendez
MKT 421
March 14, 2016
Gloria Wadsworth

Strategy and Positioning Analysis Part 2
Introduction
For a product to be fully developed in its lifetime, it goes through procedural series known as the product life cycle. The product life cycle is categorized into different five stages. These stages include the development, introduction, growth, maturity, and the decline stages (Anderson & Zeithaml, 1984). The features of each of the stages are distinct and often respond to the requirements of the different products as it advances the different stages of the life cycle. Often, the marketing mix and techniques employed at every stage differ at every stage. Through comprehension of the Apple product life cycle, the management of Apple Inc. is in a position to plan for a marketing mix and thus address every stage as required.
Development Stage
During this stage, the Apple products are still treated as an idea. The products are considered to be in the manufacturing process and not ready for sale. During this stage, the planning of the marketing mix just began. There is no implementation of the marketing strategies rather the producer is concentrating on researching the marketing methods and planning the efforts to be used when launching the product (Day, 1981). At this stage, Apple Inc. employs marketing mix that raises awareness of the products. The awareness is made to the potential customers through the various brand awareness campaigns and advertising (Day, 1981).
Introduction Stage
At this stage, the Apple product is entering the market. Given that the products are new and customers are not yet aware of, the sales of the various products introduced are still paltry. During this stage, the expenditure on marketing are high as awareness of the product is made possible. At this stage, the marketing mix entails strategies for the creation of demand for the Apple products.
Growth Stage
With the increase in awareness of the product and surging sales, the product gets to the growth stage of product life cycle. The marketing tactics that is employed during this stage entails branding which helps to differentiate the Apple products from others like the Android products that are on the market. Marketing of the product at this stage entails enlightening customers on the product benefits and gives the competitive edge of the product over the rest. A critical tactics employed at this stage entails the building of brand preference.
Maturity Stage
While the product is gaining a fair share of the market amidst intense competition, it gets into the maturity stage of the life cycle (Anderson & Zeithaml, 1984). The marketing mix that is used in the stage entails efforts to building customer loyalty. It is at this stage that the various special promotions on the Apple products are carried out. Consumers are also given incentives when they buy iPhones and these incentives include reward of iPad.
Decline Stage
Upon saturation of the mobile phone market and the accessories, the Apple products developed enter the decline stage of the product life cycle. During this stage, the efforts that are put towards the marketing mix are on the decline (Anderson & Zeithaml, 1984). If the Apple product was being vouched for generated loyalty from the customers, then Apple Inc. can retain customers at this stage though they are not able to attract new sales from the new customers. The marketing mix employed at this stage mainly stresses on reinforcement of brand image of the product for the Apple products to remain positive before the consumers (Anderson & Zeithaml, 1984). Given that a loyal niche had been identified, Apple can consider giving this segment discounts on the products.
Packaging
Packaging plays a big role in a consumer aspect, a package that is designed well can increase value our new product, the iPhone Pro360. Ultimately it will drive more sales. Colors are taken into consideration during the packaging process because different colors mean different things. For example, the color blue means trust in the eyes of consumers when people see blue psychologically unknowingly most people feel they can trust your product simply because of a color. While packaging your product it is important to take these steps and do as much research as possible, because you want to drive more sales by any means. To many industry people and consumers alike, packaging is branding. The packaging of a product improves aesthetics and generates more reassurance that the product inside it is of the highest standards and value. The packaging also must present the product’s value proposition and get the benefits across in a clear and persuasive way. And particular types of packaging are inexpensive, showcase products well and even add extra benefits such as security and tamper resistance.
Given the consumer will discard the packaging, you might well ask how the packaging can possibly add value. Value added comes from the shopping experience and how a consumer feels about the products they see. Attractive packaging that looks expensive and well-designed implies to the consumer that the product is valuable. Packaging is also a form of instore advertising. In addition, some packaging can improve the shelf life of the product and protect it from theft or damage. The shaping, materials, colors, textures, and overall appearance of the new packaging designs are unique and can offer secondary benefits. Consumers love convenience. If there is anything the packaging can do to contribute to what is inside will increase sales. For example, if you are selling food and the packaging of the food can be used for the microwave to warm the food I personally would purchase this along with many more consumers. It’s convenient and people like convenience (Smart-marking, 2016).
Anything to make life a little easier is a gold mine. Most of the consumers walking into a store to buy a product are unknowingly influenced by the packaging of the product they are buying or want to buy. As it is the first point of interaction with the consumers, a lot of manufacturers, retailers and small business marketing geniuses are focusing on how they can improve their packaging designs in order to lure more shoppers to buy their products.
The consumer sees and feels the packaging of the product they are interested in. When a customer is presented with a choice to select from the products displayed on the shelf, whether they realize it or not, packaging makes a difference in their subconscious mind in determining what gets noticed and eventually purchased. In essence the package becomes an extension of the product itself.
For the product we are launching we would design the packaging in a royal blue color because it is a superior color that allows the consumers to trust our company. The package would be a portable outlet which will allow consumers to charge their phone right out of the box. Regardless of where you are you can start using your device right way. The script would be bold and you would see our brand. So many people would purchase this product because people hate when their cell phone dies. I know a few people that would rather leave home early just because their cell phone is going to die. People need their cell phones in case of an emergency, anything can happen.
Pricing Strategy
At launch we plan to utilize a bold and aggressive strategy to get our new iPhone Pro360 and much so, riding on the coat tails of its earlier and close cousin product line. Our product, is not a replacement, rather a different way of viewing your phone but for premium users. Apple is a technical expert in marking such strategies and attempts to increase market demand for its products through differentiation, which entails making its products unique and attractive to consumers. The company’s products have always been designed to be ahead of the curve compared to its peers. Despite high competition, Apple has succeeded in creating demand for its products, giving the company power over prices through product differentiation, innovative advertising, ensured brand loyalty, and hype around the launch of new products. By focusing on customers willing to pay more and maintaining a premium price at the cost of unit volume, Apple also set up an artificial entry barrier to competitors.
We will use a retail strategy called “minimum advertised price” (or MAP). Minimum advertised pricing policies prohibit resellers or dealers from advertising a manufacturer’s products below a certain minimum price, which is also a technique other premium brands use such as Bose. MAP is usually enforced through marketing subsidies offered by a manufacturer to its resellers.
Apple maintains the popularity of its high-priced products by only offering retailers such as Wal-Mart or Best Buy a marginal wholesale discount. This small percentage in savings isn’t enough of a profit margin for retailers to offer big discounts on Apple’s products, which means customers end up paying a price close to the manufacturer suggested retail price (or MSRP). However, a retailer could give up this small profit margin and offer products at a discount to attract more customers. Apple prevents this scenario by offering monetary incentives to retailers to sell goods at the MAPs fixed by the company.

This price strategy is effective to prevent retailers from competing directly with Apple’s own stores, and it also ensures that no one reseller has an advantage over another. This will also translate into strict contracting agreements and now discounts or deals will be offered unless with company approval.
Additionally, we will use the coined, Premium Price Strategy was Steve Jobs’ vision for Apple which was always to create a premier product and charge a premium price (Apply, 2016). Apple’s cheapest products are usually priced in the mid-range, but they ensure a high-quality user experience with their features. The hardware and user interface are designed to provide a lot of value for the price, which keeps profits high. However, a company can charge a premium price as long as it has a competitive advantage, and analysts believe the brand is on the way to losing its “aspirational” status. With increasing competition from Android and low-cost smartphones, as well as saturation in the developed markets, analysts feel that the company could risk becoming a high-end niche name.
For our product specifically, we will sell it at 1,200 dollars, comparably to the non-3D iPhone 6 which costed 650 dollars at launch. Making this product in a tier of its own and something to strive and be envious over. In a sense creating more of a desire and marketing history shows that consumers will gladly pay for it and trust that we are giving them their monies worth.
Distribution Sales
The Distribution Channels is companies like Apple gets its product to the consumers. When evaluating the channels of distributions which are wholesales, e-commerce websites, catalog sales, consultants, a direct sales force who sell in person or over the phone, dealers, retailer stores, and home shopping networks. These channels are a very important part of the marketing strategy because they influence the buyer directly. Apple Inc. designs, manufactures, and markets its products and sells its products worldwide. The company sells to consumer, small and mid-sized business, government, education, enterprise, and creative customers. The company also employs a variety of indirect distribution channels, such as third-party cellular network carriers, wholesalers, retailers, and value-added resellers.
Apple is an innovator and technology leader with excellent brand loyalty by its customers. After conducting an overall market analysis on our new product the best distribution channels we selected where through our e-commerce (online) stores, retail store, direct sales force will allow Apple to cut other retailers out of the lunching revenues. In one year will allow third-party wholesalers to be a part of the distribution (Apple, 2016).
The two channels of distribution we selected was online at Apple Inc. this channel lets you take advantage of fast and convenience services with phone or chat technical support as well as offering free delivery and apple care protection plane. The second channel of distribution was Apple retailers. Apple has 453 retail stores, worldwide this channel of distribution offers free workshops that can help you operate your new device the workshops cover everything from learning the basics of the new product to how you would give a virtual presentation for your company. Distribution through apple retail store will also allow customers to make reservation at the genius bar. The genius bar provides face-to-face consultation with an apple genius that has extensive knowledge of purchasing the new product, technical support, and troubleshooting hardware. These two channel of distribution will add value to apple lunching revenue for the new product.

Conclusion
We firmly believe that our new product, the iPhone Pro360 will be revolutionary and drive change and innovation to not only the technology world, but also to marketing strategies and pricing techniques like never before.
References
Anderson, C. R., & Zeithaml, C. P. (1984). Stage of the product life cycle, business strategy, and business performance. Academy of Management journal, 27(1), 5-24.
Apple About. (2016). About page. Retrived from www.apple.com/about
Day, G. S. (1981). The product life cycle: analysis and applications issues. The Journal of Marketing, 60-67.
Smart-Marketing. (2016). How Can Packaging Increase Sales
Retrieved from smartmarketingasia.com/how-can-packaging-increase-sales/