Assessment

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
“Launch” Press release................................................................................................................6
CONCLUSION ...............................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Promotional campaign is a marketing tool in which a series of advertisements are rolled out
to attract the audience. It is a strategy to communicate with target audience or prospects and
letting them know about the product and its features. It also creates brand awareness and brand
image of the company. The agency will frame innovative marketing campaign for promoting the
new Iphone cases and focus will be on the personalized cases which are made by Charli
D'Amelio which is a tik tok influencer, Lily Collins which and Charlize Theron who is an
actress, producer and Dior spokesperson. The focus will be to attract and infleunce teenagers,
people in 20's and 30's.
MAIN BODY
Position – Apple is an American multinational company which was founded by Steve jobs and
three other. The company produces digital and innovative gadgets. The Iphone models offers
free Icloud service and it has seamless integration with the Apple ecosystem. Apple has very
innovative the position of Apple in the market is divided into three segments which are teens,
people in early 20's which college going students and 30's who are professionals and business
people and also people who are above the age of 30. They have positioned their market based on
demographic to promote their new launch. Apple targets the market based on age, gender.
Among all the users 64% men and 36% women. The company is using one celeb per age group
and they are also targeting the people who are already the user of IPhone. The targeting of apple
also focuses on the audience that wants to upgrade their phone and also want the vibes of their
favourite celebrity which they admire (Camilleri, 2018). They are also targeting people who
wants to take advantage of free protective cases with their phone. The company had positioned
itself as a premium brand in the market and also as a service provider with advanced functions
and capabilities. They are not targeting people who are not interested in paying extra for
technology products and services with advanced design, functions and other features (Lee. and
et.al., 2019). The positioning done by apple was mono-segment which appealed to needs and
wants of specific customer segment. The company has also targeted on the basis of behavioural
segmentation which are the hard core loyal of IPhone and also on the Switcher and also targeted
people who are determined and ambitious. The company has also targeted international market
which means there is no geographic boundaries and their market is whole globe. The competitors