Integrated Market Communication in Apple Inc. Report 2022

Running head: INTEGRATED MARKET COMMUNICATION IN APPLE INC.
INTEGRATED MARKET COMMUNICATION IN APPLE INC.
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INTEGRATED MARKET COMMUNICATION IN APPLE INC.1
Executive Summary
Market communication is an essential for the efficient promotion of a brand and its products.
The Coca-Cola Company, is a leading multinational producer in the food and beverage
industry, and employs efficient means at integrated market communication. The significant
objective of this report is to analyze the various value-based segments addressed by the
organization and the tools of persuasion used to appeal to the customers. Moreover, the report
also evaluated the current advertisement techniques used by the company and its current
market communication mix. In conclusion it is mentioned how the marketing strategies
employed by the Coca-Cola Company help in strengthening its relations with the customers.
Additionally, an appendix has also been provided to present examples of the current market
communication mix employed by the Coca-Cola Company.

INTEGRATED MARKET COMMUNICATION IN APPLE INC.2
Table of Contents
Introduction................................................................................................................................3
Discussion..................................................................................................................................3
Roy Morgan’s Model of Value Segmentation.......................................................................3
Analysis of Persuasion...........................................................................................................4
Present components of Advertisement...................................................................................5
Present Marketing Communications Mix..............................................................................6
Conclusion..................................................................................................................................7
References..................................................................................................................................8
Appendix....................................................................................................................................9

INTEGRATED MARKET COMMUNICATION IN APPLE INC.3
Introduction
Integrated Market Communications is a process of combining various means of
communication of a business organization with its target audience, through activities of brand
and product promotion (Luxton, Reid and Mavondo 2015). Apple Inc. is one of the leading
designers, developers and sellers of computer software, online services and consumer
electronics (Apple.com 2019). The multinational company has its headquarters in California,
and specializes in the manufacture of technology. The report will further analyze the
integrated marketing communication tactics used by Apple Inc., through an evaluation of Roy
Morgan’s model of value segments, current persuasion, advertisement and marketing mix
tactics used by the company. In conclusion it is mentioned how efficient communication
helps in creating customer satisfaction and brand loyalty. Additionally an appendix has been
provided to depict the current marketing mix used by Apple Inc.
Discussion
Roy Morgan’s Model of Value Segmentation
Market segmentation refers to the method of dividing the market of probable
customers of an organization based on different characteristics like attitude and demographics
(Rundle-Thiele, Dietrich and Kubacki 2017). The model of value segmentation provided by
Roy Morgan provides a means to analyze the segments of market consumption based on the
attitudes and behaviors of the customers. The market segmentation of Apple Inc. can be
evaluated through the model provided by Roy Morgan that covers several criteria like visible
achievement, something better and young optimism.
The visible achievement criteria entails within its scope the segment of Australian life
that seeks to improve their standard of living by earning more money. The products and
services provided by Apple Inc. serve the needs of the customers who aim to make a social