Question

The way consumers evaluate and choose a product depends on their degree of involvement with the product and marketing messages. Identify a brand that has high consumer involvement (e.g. Apple) and critically examine their strategies to increase consumer involvement with the product and marketing messages.

Answer 1

Apple form the very beginning of their company’s foundation have adopted unique marketing strategies for their product in order to ensure high customer involvement and to maintain a prime customer base for their product line . With that vision , apple today established as a flagship brand in the cellular devices and appliances segment .

The following strategies were adopted by apple to ensure high customer involvement with the product

No	Customer involvement strategy	Description
1	Premium Pricing	Apple have never followed price penetration strategy to capture a large market segment with a cheaper product price . Instead they concentrated their product line in a premium pricing in order to value their customers and provide premium service to the customer base
2	Word of mouth	Various marketing promotions and csr activities done by the apple innovation centre have proved to be effective in WOM marketing of their product line with high degree of customer involvement with the
3	Customer loyalty program	Apple have devised their own range of customer loyalty and referral programs with reward their customers through various prizes and gifts on onborading their relatives and friends with apple products
4	Exclusive involvement and recruitment of beta testers	Before the launch of new software or product line , apple recruits their top fans as beta testers n order to review their features and give productive feedback .
5	Best in class data privacy	The customer data privacy is of utmost priority with apple
6	Exclusive distribution point	Apple products are only distributed and serviced throuout their own range of network aof distributors . As such customers have higher involvement and leering about the brand.
7	After sales relationship marketing	Even after sales ,apple maintains a strong customer relationship network with best in class after sales service and involvement of customer through continuous feedback and reviews to improve their services

All this dynamic features to incorporate the customers preferences into their future products have ensured apple utmost degree of customer involvement with their brand .

Thanks. Please Upvote if you like