Apply Marketing Mix Like Steve Jobs
Unique products is important to give customer reason, why they choose Steve Jobs Company (Apple) and so on. Jobs business is computers, like other people. He is not the only one guys in the business. So what his differentiation?
His differentiation does not start with the marketing mix. The marketing mix is tactics. He starts with why Apple do their business. Simon Sinek said, “Apple inspires.” That makes apple have very loyal customers.
If Apple were like most other companies, a marketing message from them would move from the outside in of The Golden Circle. It would start with some statement of WHAT the company does or makes, followed by HOW they think they are different or better than the competition, followed by some call to action. With that, the company would expect some behavior in return, in this case a purchase. A marketing message from Apple, if they were like everyone else, might sound like this:
We make great computers.
They’re beautifully designed, simple to use and user-friendly.
Wanna buy one?
But Apple rewrites the offer.
Everything we do, we believe in challenging the status quo. We believe in thinking differently.
The way we challenge the status quo is by making our products beautifully designed, simple to use and user-friendly.
And we happen to make great computers.
Wanna buy one?
In the offer, he starts with general spirit: challenge the status quo. It is a social movement. Apple challenges the way people perceived how the world worked.
According to the baby boomer generation, that is inspiring. The generation ever protests to America’s involvement in the Vietnam war. They have a big experience in winning a campaign to stop the war. That is part of the challange of the status quo. Baby boomer believes that they can win the challenge.
So, the marketing mix is the application of the big idea and common denominator.