Comparative Aanalysis of Dell And Apple Laptop Marketing Essay

Comparative Aanalysis of Dell And Apple Laptop Marketing - Essay Example Apple’s brand personality is about removing complexity from consumer lifestyle through technology and the humanistic governance structure of Apple as a consumer-centric brand. 2. Market review Apple is much more transparent and accountable for its failures and successes associated with tangible product as part of the marketing mix. Apple performs what is referred to as movement marketing, a new marketing model that is strongly customer-centric, using corporate values as a foundation of sharing with consumers and being able to tap into their pre-existing values and lifestyle beliefs. Apple embraces social media as one platform by which to perform this movement marketing, using this forum to enhance customer relationship management and also to consistently reiterate what Apple believes in rather than simply expressing to target consumers the tangible benefits of various laptop products. This is the genuine key to brand loyalty (Goodson 2011). Making use of social media, such as Twitter and Facebook, provides Apple with unique opportunities to illustrate its belief in establishing effective, long-term customer relationships in key target demographics. Having established brand loyalty founded on years of consumer-accepted innovation launches that revolutionized the computing experience and with strict focus on customer relationship management philosophy. This provides Apple significant advantages over competition as once brand loyalty is established, it allows companies to position the brand under a premium pricing model (Chaudhuri and Holbrook 2001). Loyal customers are more apt to spend higher resources on their favourite brands and will be more active... This paper stresses that using values and principles at the corporate level as a promotional tool is unique in this technology industry and continues to provide greater sales volumes and the ability to expand various Apple branded product lines to include new innovation or supplementary service offerings. The report makes a conclusion that Dell must accept its current market position as a value-conscious brand that is aligned with consumer expectations for quality and excellence in service and support as it cannot justify premiumisation at this time. Dell unfortunately must rely on costly promotional ventures in order to produce greater revenues, however these efforts continue to put Dell back on the proverbial competitive map as a brand that can adjust with consumer needs and changing market conditions. The author of the paper declares that Apple gains much market loyalty and positive brand sentiment in its key target markets by extolling genuine, heartfelt connections between business and consumer which leads to brand attachments and avoids the risk of brand defection in dedicated target markets. Dell is missing opportunities to add a humanistic element into the marketing mix that can be accomplished, at low cost, through social media outlets. Apple, on the other hand, can benefit f rom Dell’s customization strategy, offering similar customized offerings based on aesthetics. Apple is currently differentiated from lower-priced competitors such as Dell.