Essay On Product Marketing Failure
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iPhone 5c is a smartphone with a touchscreen that was produced by Apple incorporation during Special Event September 2013. It was basically a smartphone of full value that had almost the same characteristics as the iPhone 5. The smartphone was produced at the same day with the iPhone 5s and was positioned as a cheaper solution for those who wants to buy iPhone but don't want to overpay. The phone was available in five colors, and was made from polycarbonate, what actually opposed him to the luxurious iPhone 5s.
After the presentation of the latest generation of smartphones at the Special Event September 2013, many users were at a loss caused by the advent of iPhone 5c. The people who were supposed to be potentially interested in iPhone 5c were waiting for the budget gadget, but the difference in price between iPhone 5c and iPhone 5s appeared to be too slender. It was very unreasonable to buy the budget product when the luxurious product of the company costed only one hundred dollars more.
It was originally wrong to produce iPhone 5c for the segment of the market that Apple incorporation works with.
Positioning of the product was ineptitude. As loyal customers of the incorporation were used to receive the most advanced technologies combined with beautiful design. And the budget positioning of Apple’s product was something unacceptable for the public.
Product itself was not attractive for customers as it had the same technical features as the model that was released one year before that.
Apple has chosen very bad timing as the iPhone 5c was released in the same day with iPhone 5s that was much more attractive for customers. Everyone was speaking about the innovations that were available with the new iPhone 5s, and nobody took care about budget iPhone 5c
Pricing was horrible, as the budget smartphone of Apple was only hundred dollars cheaper than their most advanced smartphone that had much more advantages.
Apple hasn't experienced any problems with distribution of iPhone 5c as Apple has big chain of Apple Stores in the biggest cities all over the world
Both promotion and advertising were quite powerful. Apple even created special series of colorful cases especially for iPhone 5c.
Apple faced an absurd problem when the biggest competitor of iPhone 5c was their company’s another phone iPhone 5s.
Government policies have not affected the fail of the product
Except for the speaker, iPhone 5c had the same disadvantages as the previous model iPhone 5. iPhone 5 had many defects, including the camera, and the user is prompted to last year's smartphone in a cheap plastic case for the price that is only one hundred dollars different comparing with new iPhone 5S. This makes the purchase of Apple iPhone 5C meaningful only if you for some reason do not like metal body of iPhone 5 or iPhone 5s.
For sure, Apple with its long history has good understanding on how to create products that would be attractive not only by their design, but also create them practical from the consumer point of view. Of course, when releasing new devices there is big risk to experience plenty of problems, and it's not just about Apple, but about all the biggest manufacturers. But the most important thing to do is to make correct conclusions.
Please remember that this paper is open-access and other students can use it too.
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