The iPhone has caught the imaginations of millions of people worldwide. It has already achieved the cult status and people are ready to wait for months to own this piece of electronic device. To me what matters the most is the manner Apple went about creating this unique brand. Can this model be replicated across other industries , can we learn from this and recreate some other brand may be in some industry ??
lets look closely and try to understand why iPhone is such a phenomenon :
1) Cult of Celebrity : The iPhone has already achieved the cult status, the phone is no longer considered a piece of electronics but instead a status symbol , people like to flash it to show their status. They also show how much tech savvy they are.
2) Limited Supply : this is a strategy of Apple where in the demands always exceeds the supply , this is done to maintain the hype and halo around the brand. Apple can clearly produce thousands of iPhones in no time considering its manufacturing bases in China, but the company deliberately maintains low levels of stocks so as to maintain the celebrity status of the brand.
3) New Distribution Model : A marketing lesson straight from the textbooks. Apple has not taken the classical way to distribute its products , instead it has gone for an agreement with the network service providers so as to provide the iPhones to the customers. This model ensures exclusivity to the brand .
4) Advance Buzz : Again a marketing lesson , this is a classic example that buzz are a powerful marketing tool. If a company can generate an advance buzz about its products then the rest is taken care by itself
5) Functionality : The iPhone boasts of some of the best features in its class. The product may not have all the functions, but the functions it has are truly world class.
the iPhone has achieved all these through a combination of all these and with careful marketing campaigns. The model is there its not out of this world , its simple. So can it be replicated ? well ask yourself for me yes it can be , hope anyone comes with a similar product in India too.
Mr . Ratan Tata are you listening ? Nano can be made the next iPhone ... :)
lets look closely and try to understand why iPhone is such a phenomenon :
1) Cult of Celebrity : The iPhone has already achieved the cult status, the phone is no longer considered a piece of electronics but instead a status symbol , people like to flash it to show their status. They also show how much tech savvy they are.
2) Limited Supply : this is a strategy of Apple where in the demands always exceeds the supply , this is done to maintain the hype and halo around the brand. Apple can clearly produce thousands of iPhones in no time considering its manufacturing bases in China, but the company deliberately maintains low levels of stocks so as to maintain the celebrity status of the brand.
3) New Distribution Model : A marketing lesson straight from the textbooks. Apple has not taken the classical way to distribute its products , instead it has gone for an agreement with the network service providers so as to provide the iPhones to the customers. This model ensures exclusivity to the brand .
4) Advance Buzz : Again a marketing lesson , this is a classic example that buzz are a powerful marketing tool. If a company can generate an advance buzz about its products then the rest is taken care by itself
5) Functionality : The iPhone boasts of some of the best features in its class. The product may not have all the functions, but the functions it has are truly world class.
the iPhone has achieved all these through a combination of all these and with careful marketing campaigns. The model is there its not out of this world , its simple. So can it be replicated ? well ask yourself for me yes it can be , hope anyone comes with a similar product in India too.
Mr . Ratan Tata are you listening ? Nano can be made the next iPhone ... :)
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