written by: Lupita C.
In this analysis I will be reviewing the following companies: Celsius, DoorDash, and Apple. We will review each of the companies within the 4Ps of marketing: product, price, promotion and place. We will also delve deeper into where each of these brands fit within brand development, brand growth, and brand maturity. As a consumer myself I am familiar with two of the three brands choosen,
Brand Development: Celsius
As someone who goes to the gym and buys drinks from the gym cooler from water, to gatorade, to muscle milk, Celsius is among the drinks for the gym aficionados. Personally for me this is not my drink of choice, I’m your average water, soda and coffee drinker. With its vast array of flavors, what makes Celsius different from Red Bull? Why is this drink popular at the gym?
Product: Celsius is a sugar free drink that is gluten free, Kosher and non-GMO(genetically modified food) this drink appeals to the health conscious crowd.
Price: Celsius is priced between $16.97 to $24.52 for a 12 fl oz, 12 pack on amazon.com prices vary based on the flavor the consumer would choose from. A single 12 oz can would cost $2.28, and the gym you go to would probably price it between $5 to $6 to make a profit and also to keep buying more from the manufacturer.
Promotion: As stated early the Planet Fitness gym I go to sells Celsius, this drink. Celsius promotes their drinks through influencer marketing, and sponsorships. They also have a brand ambassador program for the consumer to sign up into even if they dont fit the criteria of gym trainer, and non professional athletes anyone for a passion for this drink would be allowed to join the team.
Place: As of now celsius is available online and in-store at stores like,Walmart, Target, Walgreens,CVS and online through amazon.com
Brand Growth: DoorDash
DoorDash is an app that you can install on your phone and order food from, depending on your location determines which restaurants are available within the DoorDash menu. If you are a fan of UberEats, GrubHub, and other food apps you probably have this app downloaded on your phone, as someone who cant drive this app is within the ones I order from.
Product: DoorDash is an app created in 2013 by college students Tony Xu, Stanley Tang, and Andy Fang this app is a online food ordering and food delivery app.
Price: The price of your DoorDash delivery depends on the restaurant you order from, however there is a membership service called DashPass and offer monthly and annual fees, $9.99 plus tax for the monthly, or $96 plus tax for the annual pass.
Promotion: DoorDash is an app that is available for download through the app store( for Apple users) and Google store(for Android users). When the app is offering promotions those will be advertised through social media apps like Instagram, TikTok, and Facebook, and through media websites like YouTube.
Place: While DoorDash is available through an app on your phone, you can find gift cards to use within the app at your local retail store like Walmart, Target, CVS, and Walgreens.
Brand Maturity: Apple
The history of Apple starts with its founder Steve Jobs. At the beginning of Apple’s history several of the inventions weren’t the success Apple was looking for. Nowadays children are getting gifted the latest iPhone from their parents, while I was gifted mine at 15 years old. In saying this a child wouldn’t know that the first MacBook was introduced in 1999, but actually was called an iBook. Technology advanced further when the MP3 was released and Steve Jobs couldn’t stay behind he created his own version called the iPod, with the success of the iPod came the release of the iPhone. With the release of the iPhone was the start of the revolutionary technology era of Apple.
Product: Several products fall within the Apple catalogue: iPhone, iPod,MacBook, iMac, iPad, Airpods, Airpods Pro, Airpods Max, Apple Vision Pro, Apple Watch, AppleTV, and HomePod.
Price: Apple products range from the $79.99 to $3899.99 if the consumer is looking for technology needs. While their accessories range from $34.95 to $249.
Promotion: Apple products are promoted by influencers that are well versed with technology and have managed to learn what all the specs are within the new technology released. When a new product launches Apple releases several promotional videos within TV ads, YouTube, Instagram ads, and email marketing.
Place: Apple has both an online store and a brick- and-mortar store within the biggest populated areas that are the target market for Apple products. Other places that carry Apple products are Best Buy, Target, Walmart and Amazon.com
References:
Google images:
[Marketing Mix]. Google. https://images.app.goo.gl/pQg6YhuxwGDcV7Hr6
[Celsius]. Google. https://images.app.goo.gl/Xmxnwgyq4U7T92698
[DoorDash]. Google. https://images.app.goo.gl/HvgQJwc513HmkYoi6
[Apple Iphone]. Google. https://images.app.goo.gl/9LBSkv2iA9mtSva19
(n.d.). Celsius. https://www.celsius.com/
Site Title 