Last week Apple added one more powerful product AND statement to their marketing strategy. The iPhone 5c became a colorful add-on to the current portfolio.
The new plastic-backed iPhone 5c – “c” stands for “colors” – is available in a range of vibrant colors: green, blue, pink, yellow and white. But there’s more to the package than the color of the external shell itself. The wallpapers installed on the new iPhone series match the exact color of the shell you picked. Plus you get the chance to enjoy even more colors by buying a new case with circular holes thus giving customers a whole new ‘mixing’-experience. Mix it till you like it with 6 different case colors: green, blue, yellow, pink, white and black.
The positioning statement for the Apple iPhone 5c is simple and straightforward: “For the colorful“.
Color is more than just a hue. It expresses a feeling. Makes a statement. Declares an allegiance. Color reveals your personality. iPhone 5c, in five anything-but-shy colors, does just that. It’s not just for lovers of color. It’s for the colorful.
iPhone 5c – A ‘Colorful’ Marketing Strategy
Using colors to set a specific product line apart from the competition isn’t a new marketing strategy for Apple and their audience. Think about the iPod lineup. The iPods – shuffle, nano (back in the days it used to be the iPod mini) and touch – are all available in different colors.
In April 2007, Apple announced that they have sold the 100 millionth iPod, thus making the device the “fastest selling music player in history”. [Apple Insider]
Numbers say it all right? Well, the fact is that Apple has already tested the market. Of course the iPod is different from the iPhone – but if you have a strong WHY and Apple has demonstrated this a numerous times – why not transfer a successful marketing concept to another range of products?
that and you can transfer that successfully to a new range of products – why not?!
And the price strategy is…
The iPhone 5C starts at a subsidized price of $99. If you don’t want to pay for a contract the prices are as follows:
- $549 for 16 GB
- %649 for 32 GB
Furthermore, it’s interesting to see how Apple intends to conquer the Asian market. It seems that a deal with China Mobile, the country’s largest wireless carrier will help the company expand and grow in Asia at a faster pace.
Will the colorful iPhone lineup be as successful as the iPod series?
Apple is again testing something new and thus setting itself apart from other smartphone competitors. Whether the iPhone 5C marketing strategy will pay out the way Apple intended to remains to be seen. What do you think?