Integrated Marketing Communication

Running head: INTEGRATED MARKETING COMMUNICATION
Integrated Marketing Communication
Name of the Student
Name of the University
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INTEGRATED MARKETING COMMUNICATION1
Table of Contents
Introduction................................................................................................................................2
Strategy Statement.....................................................................................................................2
Brand Positioning.......................................................................................................................3
Perceptual Map.......................................................................................................................3
Target Audience.........................................................................................................................4
Feelings of Target Audience..................................................................................................4
Aim of Apple..........................................................................................................................5
Conclusion..................................................................................................................................5
REFERENCES...........................................................................................................................6
APPENDIX................................................................................................................................0

INTEGRATED MARKETING COMMUNICATION2
Introduction
Marketing is the activity that helps in separating a one brand from another. It is the
role of effective the effective marketers of various companies to ensure that the activities that
are carried out by the companies reach the maximum number of the consumers. Hence,
targeting a group of consumers is important when it comes to the development of strategies
from the part of the consumer community. The aim of the paper is to critically evaluate brand
positioning carried out by Apple Inc., identification of the key strategies taken by the latter
along with identification of the target audiences and the expected responses of the latter to
Apple’s latest iPhone XS.
Strategy Statement
In order effectively communicate the value proposition of a company it is important
from the part of the company to communicate the value proposition of the company. The
method through which companies effectively carry out operations in terms of communicating
the value proposition is through the development of strategies. The strategy that has been
taken by Apple Inc. in order to communicate the value proposition of the iPhone XS is a
product-based innovation (Apple.com 2019). Innovation can be termed as an activity that is
crucial for sustainability exile an organization is operating in an industry that is deemed to be
competitive in nature (Tidd and Bessant 2018). Thus, Apple has succeeded in terms of
carrying out innovation through extensive development of their flagship product. The
company has invested extensively in research and development in order to gain inferences the
needs of the consumers. Furthermore, company has developed various additional features to
add up with the innovation that the company had previously carried out thus, adding the
competency of the latest innovations in technology with their products. The company has
developed various new features, improved their Operating System with iOS 12, improved the