Concept of Integrated Marketing

Integrated Marketing

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Contents
Introduction.................................................................................................................................................2
Overview of the organization......................................................................................................................2
Identification and Analysis..........................................................................................................................2
Segmentation of the company..................................................................................................................2
Persuasion Analysis.................................................................................................................................4
Analysis of current advertisement...........................................................................................................5
Current IMC Practices.............................................................................................................................5
Conclusion...................................................................................................................................................7
References...................................................................................................................................................8

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Introduction
The main motive of this report is to understand the concept of integrated marketing. Integrated
marketing communication ensures all method of communications and messages are linked
together. In this report, Apple has been taken into consideration to evaluate the IMC techniques
of the company. In this report, segmentation, persuasion, promotion techniques and IMC analysis
has been done.
Overview of the organization
Apple is a multinational technology company which headquarters in Calfornia. The company
develops and sells the computer software, consumer electronics, and online services. It comes
under the four big tech companies along with Google, Facebook and Amazon (Apple, 2018).
Identification and Analysis
Segmentation of the company
Types of
segmentation
Segmentation
Criteria
Apple target segment
Devices Services Operating
System &
software’s
Accessories:
Geographic Density Urban Urban Urban Urban
Age 20-45 18-30 20-35 20-45
Demographic Gender Males and
Females
Males and
Females
Males and
Females
Males and
Females

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Life-cycle Stage Bachelor;
Married;
Couples
Bachelor;
Married;
Couples
Bachelor;
Married;
Couples
Bachelor;
Married;
Couples
Income High earners High earners High
earners
High earners
Occupation Professionals,
executive and
managers
Students
Managers,
Professionals,
Managers
and
executives
Professionals,
managers
Behavioral Degree of
Loyalty
Strong
loyalty;
Switchers
Strong
loyalty;
Switchers
Strong
loyalty;
Switchers
Strong
loyalty;
Switchers
Benefits sought Self-
expression;
Advanced
features and
capabilities
Speed of
service
Efficiency
Efficiency Recreation
Self-
expression
User status potential
users
potential
users
potential
users
potential
users
Psychographic Social class Middle and Middle and Middle Middle and

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upper classes upper classes and upper
classes
upper classes
Lifestyle Succeeded
Explorer
Succeeded
Explorer
Succeeded
Explorer
Succeeded
Explorer
As per the segmentation analysis of Apple, it has been seen that the company develop their
segment market according to their product (Ji, et.al, 2016).
Persuasion Analysis
Persuasion Analysis is a theory to understand the concept of influencing the consumers through
different tools or channels. The main motive to generate the advertisement is to influence or
change the attitude of consumers towards the products or services of the corporation. In the case
of Apple, it has been analyzed that the company attracts the consumers by providing the
innovative products to consumers. Innovation is the main source of Apple through which they
change the attitude of consumers towards their products (Manser Payne, Peltier, and Barger,
2017).
The company also uses the e-commerce platform to deliver the services to consumer. It always
represents all features, with price and color. It means the company provides all information to
consumers regarding the product even though in the online services. It develops the attractive
page just to influence the consumers just to read the information about the product. It is observed
that the company logically appeals for the product. Emotional advertisement is also a technique

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which is used by the company to influence the consumer to buy their product (Entrepreneu,
2018).
Analysis of current advertisement
It has been seen that in earlier days, Apple advertise their product through campaigns, television
channels and the others. But nowadays, the company mainly focuses to make its product
different as compare to competitors. It is observed that Apple always introduces the new feature
with the new product in the market just to take the consumers attention towards its products or
services. The company uses the advance technology to manufacture the product that is also a
way to promote the product in the market.
Another way the company uses to advertise their product in the market is social media. It has
been seen that the company shoot the advertisements adds to influence the people emotionally.
There are numerous advertisements ads produce by the company to attract the consumers
towards its product. The company uses the channel or platform just to show this advertisement to
consumers such Youtube (Hein, 2018).
Current IMC Practices
The IMC practice defines the togetherness a variety of different communications framework in
order to bring a common message and make a desired impact on customer’s opinions and
behavior.
Product:
It has been seen that the quality of product of Apple is unique as it have different features as
compare to its competitors. The advance technology used by the company to manufactures the

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products such as Ipod, Iphone, Ipad, Macintosh and the others. Apple satisfies the consumers by
delivering the innovative, well designed product to consumers (Světlík, 2017).
Place:
Apple has numerous ways or channels to distribute their products in the market. It is observed
that the company has its own exclusive stores from where it sells the products to consumers. The
company also distributes the goods with the help of its partners. Ingram Micro is one of the trade
partners of Apple and it take care of distribution through many countries. A major sale point of
Apple is its e-commerce from where it trades a lot of products to consumers. The company also
implements the retailing channel while distributing the products in the market (Patti, Hartley, van
Dessel, and Baack, 2017).
Price:
It has been seen that Apple implements the premium pricing strategy as it provides the
innovative products to satisfy the consumers. As compare to its competitors, the product of
Apple has high prices according to their features or services provided by the company. The
reason of using the premium policy is that it uses the advance technology to deliver the high
quality of product (Nielson, 2018).
Promotion:
Apple is considered as one of the companies that promote their product in smart and elegant
form. It is observed that Apple does not advertise their product in the market through television,
radio and the others. The main emphasis of the company is always on developing the product
different as compare to its competitors to increase the competitive advantage in the market.

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Conclusion
From the above analysis, it is concluding that Apple provides the innovative services to
consumers to satisfy them. In this report, persuasion analysis, IMC, and current advertisement
analysis has been done. As per the analysis, it is observed that the company changes the
consumer’s attitude by advertising the product in smart and decent way.

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References
Apple. (2018) Apple at Work. [online] Available from: https://www.apple.com/in/business/
[Accessed 19/08/2019].
Entrepreneur. (2018) 10 Things You Need to Learn From Apple's Marketing. [online] Available
from: https://www.entrepreneur.com/article/280692 [Accessed 19/08/2019].
Hein, B. (2018) The 10 best Apple ads of 2018 [Year in Review]. [online] Available from:
https://www.cultofmac.com/595698/best-apple-ads-2018/ [Accessed 19/08/2019].
Ji, W., Qian, Z., Xu, B., Tao, Y., Zhao, D. and Ding, S. (2016) Apple tree branch segmentation
from images with small gray-level difference for agricultural harvesting robot. Optik, 127(23),
pp.11173-11182.
Manser Payne, E., Peltier, J.W. and Barger, V.A. (2017) Omni-channel marketing, integrated
marketing communications and consumer engagement: A research agenda. Journal of Research
in Interactive Marketing, 11(2), pp.185-197.
Nielson, S. (2018) Apple’s strategy. [online] Available from:
https://marketrealist.com/2014/02/apples-premium-pricing-strategy-product-differentiation/
[Accessed 19/08/2019].
Patti, C.H., Hartley, S.W., van Dessel, M.M. and Baack, D.W. (2017) Improving integrated
marketing communications practices: A comparison of objectives and results. Journal of
marketing communications, 23(4), pp.351-370.
Světlík, J. (2017) Integrating online advertising into integrated marketing communications.
Marketing Identity, 5(1/1), pp.206-215.

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