logo

Integrated Marketing Communication : Apple - Desklib

   

Added on  2020-05-28

13 Pages3188 Words230 Views
Running head: IMC0INTEGRATEDMARKETINGCOMMUNICATIONAPPLE INC. (iPhone 8 plus)
Integrated Marketing Communication : Apple - Desklib_1
IMC1ContentsIntroduction:...............................................................................................................................................2Part 1: Proposal...........................................................................................................................................2Company and brand description: Apple Inc.............................................................................................2Marketing mix:........................................................................................................................................2Direct competitors:..................................................................................................................................3Part 2: Introduction to brand audit:............................................................................................................3Core proposition of the brand:................................................................................................................4Stakeholders and brands:........................................................................................................................4Marketing mix promotional activities:.....................................................................................................5Part 3: Brand audit: Apple Inc......................................................................................................................7Target market segment:..........................................................................................................................7Differentiation points:.............................................................................................................................8Positioning:..............................................................................................................................................8Relevance:...............................................................................................................................................8Identity:...................................................................................................................................................8Relationships:..........................................................................................................................................9Part 4: Conclusion:.......................................................................................................................................9References:................................................................................................................................................10
Integrated Marketing Communication : Apple - Desklib_2
IMC2Introduction:IMC is termed as integrated marketing communication. This is the concept that deals withintegrating the marketing and communication strategies of the company with other activities ofthe firm (Camilleri, 2018). This is the report that focuses on the products called iPhone 8 plusthat is launched by the very well-known brand called Apple Inc. this report discusses about theconcept of brand audit with the reference of Apple Inc. in order to understand its positioning themarket with regards to the competitors. The later part of the report provides therecommendations the company about the improved marketing communication strategies. Part 1: ProposalCompany and brand description: Apple Inc.Apple Inc. is the company that deals with mobile communication services, media devices,personal computers, etc. the company also conducted their business in various other productsrange such as associated software, networking solutions, applications etc. it is the company thatmajorly deals with the mobile phone products along with their own iOS software. It has beenanalysed that it is the company that is serving the market with success and believes in providingquality products and services to the customers at premium prices (Son, Lee & Kim, 2015).IPhone range of the company is very popular. Company has recently launched iPhone 8 pluswhich was a product that was really awaited by the customers. Following marketing mix clearlydescribes about the company and its products. Product: the product selected is iPhone 8 plusMarketing mix:Products: Apple Inc. is the company that deals with many products in the electronic devicesrange. The first product that the company serves to the market is Mac. Macintosh is the name ofthe product that is famous as Mac. It is one of the most premium products of the brand and itinvolves laptops and personal computers (Bashir & Aqeel, 2015). Next product is iPhone. It isthe range that is very much popular amongst the market and the latest version of this range isiPhone X and iPhone 8 plus. Other than these two products, the company also deals with iPods,watch and Apple TV.
Integrated Marketing Communication : Apple - Desklib_3
IMC3Price: As far as the price is considered, it has been analysed that it is the premium price brand.This is the reason it serve the market with great quality products and target the small section ofthe society that can afford the price of the products.Place: Apple is very aggressive in placing its products and reaching its target customers. Thecompany use almost all the possible strategies to reach the market such as through its own storesthat are called Apple stores, through trade partners, distributors etc. online medium is also usedby the company to reach the market (Lo Dolce & Ryan, 2016).Promotion: it is the company that does let require much promotion because it is lardy verypopular amongst its customer and they are loyal to the brand. The strategies that the companyuse are advertising through different mediums such as TV, print media etc. innovation is thecompetitive edge of the company and thus it tries to advertise its innovation to the customers.Product category: luxurious mobile phoneDirect competitors:Samsung S8: it is the latest product of Samsung that is competing with iPhone 8 plus range. Thismay be because of some of the similarities with the phone. As far as the processors of both thephones are considered Samsung is serving the customers with octa-core while Apple is servingwith hexacore processors (Hughes, 2017). As far as the other features are considered, Samsung iswinning the battle in terms of design and display but Apple has its own loyalty. Google pixel 2XL: Google is a very well-known brand but for the search engine and applicationsrather than phones. It is difficult for the market to trust the brand in case of mobile phones (Piao& Kleiner, 2015). It has been analysed that iPhone is the preferred choice for the people whowants quality but the people who wants to try variations and different features that only androidcan provide then the customers prefer to buy Google pixel (Sims, 2017).Part 2: Introduction to brand audit:A brand audit can be defined as the process that helps in examining the market position of thecompany and its effectiveness in the market. This helps in determining the weakness and thestrength of the company. It is required to conduct brand audit of every brand because
Integrated Marketing Communication : Apple - Desklib_4

End of preview

Want to access all the pages? Upload your documents or become a member.

Related Documents
Comparison of Marketing Mix between Apple Inc. and Samsung
|14
|2944
|96

Assignment on Internationalization Process Theory
|10
|1985
|238

Marketing Management Of Iphone X Task 2022
|17
|4355
|13

Marketing Communication of Apple | iPhone
|10
|2518
|240

Ethical Issues and Corporate Governance in Apple Inc.
|10
|3282
|83

Marketing Strategy for iPhone 8 Plus
|7
|2223
|233