M2 Topic 2 Marketing influences - Apple/Domino's Case Study Flashcards
How has Psychological influence effected Apples product (2)
2013, Iphone 5c and 5s released: 5c released with 5 colours - green - blue - yellow - pink - white For self expression
5s released with 3 metallic colours - gold - silver - grey Metallic colours associated with refinement and quality
How has Sociocultural influence effected Apples product (2)
2011,iPhone 4 TV ad:
-“If you don’t have an iPhone, then you don’t have i-Books, you don’t have… and you don’t have…”
-“you don’t have” use of social pressure to persuade customers
How has Economic influence effected Apples product (2)
GFC led to a negative growth in iPhone sales in Europe, USA due to the prestige pricing of i Phones
Developed:
- “Low cost” iPhone SE in 2016
- sell older, more price competitive iPhone models(iPhone 5) in India
How has Government influence effected Apples product
2014, iPhone 6 and 6+, release delayed in china from 25 Sept till the Oct 17 due to government concerns with accessibility through I cloud and location tracking
How has the influence of Implied conditions effected Domino’s(2)
Domino’s Policy:
- “If a customer is not satisfied, the order will be
replaced or refunded”
2016, NSW man compensated $1200 for a undelivered, unrefunded pizza
How has Deceptive and Misleading effected Apples product (2)
2016, “bend gate”, Iphone 6 + owners found there devices would bend out of shape when carried in back pocket
Owners filed a class action suit accusing apple of fraud and breaking consumer law
2015, A class action submitted against Apple by 100+ iPhone 4 & 4s users claiming Apple was intentionally rendering there phones unusable via IOS update
Claiming the advertising campaigns mislead customers by suggesting the update would “ increase performance” and “ increase battery life”
what does Apples Warranty state
“customers are entailed to a replacement or refund for any major failure and compensation for any other reasonably foreseeable loss or danger.”
How has Product placement affected Apple (2)
Concerns raised by critics about the potentially deceptive nature of Apple product placement due to promotion consumerism
2015, apple receives The Product Placement award fr the most screen time in top movie more than any brand
How has the influence of concerns about how products may damage health affected Domino’s (2)
Domino’s Obesity concerns, led to:
- introduction healthier options (chicken and seafood pizzas)
- the display of calorie intake
2016 “choice” article comparing kilo joule count in 149 fast food pizzas, Domino’s had:
- 4 pizzas in top 20
- 2 pizzas in bottom half
