Integrated Marketing Communication Plan for Apple IPhone 7

Surname Integrated Marketing Communication Plan for Apple IPhone7
Integrated Marketing Communication Plan for Apple IPhone7
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Surname Integrated Marketing Communication Plan for Apple IPhone7
Executive Summary
Apple remains a reputable brand in the smartphone market. The company’s i-phone products
have made it become the leading player in the modern in the modern world that is widely
conquered by technologies. I-Phone has made the greatest impact in the Smartphone industry
that it has become the bestselling Apple’s product. Given the significant demand this product
has attracted, the iPhone 7 will essentially become a priority. This paper focuses on
developing Apple’s marketing plan regarding its iPhone-7 product. As such, the iPhone 7
shall gain the intended processes and validity. Without a doubt, this new innovative product
will redefine the smartphone market because of the competitive pressure on its rivals. It has
thus become necessary to investigate various marketing strategies that can support iPhone 7’s
launch.
Today, iPhone is an official exclusive brand across America. According to the founder, Steve
Jobs, the company intends to spread its tentacle beyond America by invading the European
and Asian markets. To this effect, launching the iPhone 7 for the global market would be
important because this targeted market is a major player in the industry. It might be difficult
for Apple to gain a significant market share because other mobile phone providers including
Sony Ericsson and Nokia are established. Therefore, Apple will have to use a strategic and
elegant communication campaigns ahead of the launch of its iPhone 7 in the world.
The objective of this marketing campaign is to ensure Apple increases its market share
relating to iPhone 7 to 6 percent by the end of 12 months. Additionally, the advertising
campaign aims to make iPhone 7 a brand of choice to the targeted market after the
aforementioned period.
For the company to achieve these marketing communication objectives, it intends plans to
use various marketing communication strategies including direct marketing, advertising,
event marketing, and sales promotion initiatives. Since advertising reaches out to many
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Surname Integrated Marketing Communication Plan for Apple IPhone7
people, the company will invest in it significantly. The firm will use different communication
tools to disseminate the message to its targeted audience thus increase the level of awareness
of iPhone 7.
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Surname Integrated Marketing Communication Plan for Apple IPhone7
Contents
Executive Summary...................................................................................................................ii
Introduction................................................................................................................................1
The iPhone 7...........................................................................................................................1
Marketing communication objectives........................................................................................2
Smart Objective......................................................................................................................2
Target audience..........................................................................................................................3
Brand/product positioning (BIP):...............................................................................................6
Perception map.......................................................................................................................7
Creative /message strategy:........................................................................................................7
IMC mix (IMC tools):................................................................................................................8
Promotion...............................................................................................................................8
Advertising.............................................................................................................................9
Sales promotion......................................................................................................................9
Digital marketing....................................................................................................................9
Public relations.....................................................................................................................10
Mock-ups / illustrations:..........................................................................................................11
Sales promotion....................................................................................................................11
Girls taking selfie using iPhone 7.....................................................................................12
Digital marketing strategy....................................................................................................12
Media strategy..........................................................................................................................13
Social media.........................................................................................................................13
Magazine Advert..................................................................................................................14
Internet Advert......................................................................................................................15
Websites............................................................................................................................15
YouTube...........................................................................................................................16
Media budget:...........................................................................................................................17
Media scheduling:....................................................................................................................19
Evaluation:...............................................................................................................................20
Traffic...................................................................................................................................20
Facebook vs. Instagram........................................................................................................20
Interactions on Instagram.....................................................................................................21
Magazine advert...................................................................................................................22
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Surname Integrated Marketing Communication Plan for Apple IPhone7
Internet advert.......................................................................................................................23
Conclusion:..............................................................................................................................25
Bibliography.............................................................................................................................26
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Surname Integrated Marketing Communication Plan for Apple IPhone7
Introduction
Apple was brainchild work of three outstanding and trendy personalities including
Steve Jobs, Ronald Wayne, and Steve Wozniak. They ensured the company developed and
sold personal computers. Apple (2016) reports that in 1977, the business was incorporated
thus becoming Apple Computer, Inc. By 2007, it was renamed Apple, Inc. to reflect the
company’s focus on consumer electronics. Currently, the company operates over 478 retail
stores where it offers nine products worldwide (Apple 2016). By 2016, the company operated
in over 17 countries. Apart from the iPhone brand, the company also deals in other products
such as Mac, iWork, iLife, Apple TV, and Apple Watch. According to the company, by 2016,
the firm had accumulated $305.277 billion in assets. Apple’s revenues in 2015 were $233.715
billion thus justifying its current financial strength in the market.
This company is a leading American multinational that has specialized in designing
and selling personal computers, computer software, and consumer electronics. However, it is
known for its prime hardware products including iPhone Smartphone, Mac computers, iPad
tablet computers, and iPod media players as explained by Jun and Sung-Park (2013, p. 894).
It also offers consumer software like Safari web browser, iTunes media browser, and the iOS
operating systems. Recently, Apple has experienced challenges in moving its business abroad
because the international platform seems to be competitive. Galmarini et al. (2013, p. 29)
reported that the company has resorted to the strategic implementation to optimize its
business opportunities globally. It plans to launch iPhone 7 to counter the competition across
the world.
The iPhone 7
The iPhone 7 is the newest iPhone brand in the market. Since iPhone remain the most
desirable product in the market, consumers will find it interesting to pre-order this product.
The brand will be leading the way in the Smartphone market because it outsmarts any
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Surname Integrated Marketing Communication Plan for Apple IPhone7
Samsung Galaxy. This is because; the iPhone 7 has an amazing camera with the best
resolution of 750 x 1334 pixels. The product’s new processor has increased its speed thus
allows the customers to create the best videos. The iPhone 7 almost have the same size as the
sixth generation. However, this product has large touch screen thus making it an ideal product
for users. Its operating system is an upgrade of the iOS 9 (Disclaimer 2017). The new brand
uses a Nano-SIM and operates in different networks including GSM, LTE, HSPA, and
CDMA. The brand also operates different platforms including GPU, Chipset, OS, and CPU.
Marketing communication objectives
The objective of Apple is to optimize profitability by launching modern and quality
smartphones like MacBook, iPad, and iPhone brands. The organization offers the customers
various consumer electronics and smartphones at premium prices (De Mooij 2013, p. 81).
Interestingly, the company prefers an aggressive pricing strategy that guarantees it high-profit
margins and large market share. Importantly, the company anchors its success to a culture of
team building. This culture has facilitated workflow design. Recently, Apple launched the
iPhone 7 brand to add to its various iPhone versions in the market. Since the previous brands
attracted a high following, the iPhone 7 would add value to its targeted customers (Levinson
2012, p. 35). By introducing the iPhone 7 in the market, Apple will maximize its profits
beyond reproach. The competitive market environment threatens the company’s aggressive
pricing approach. The company stands a high chance of losing its market share if it fails to
adjust this pricing system.
Smart Objective
Specific Improve the strength of Apple brand and increase the iPhone’s popularity
worldwide.
Measurable Increase the customer satisfaction by 25 percent and increase the overall sales
by 60 percent at the end of the one year.
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Achievable Introduce new customer service processes to motivate them into purchasing
the product
Relevant Use the best marketing tactics to entice new users
Apple targets the untapped rural markets worldwide to improve its sales
volume
Time-bound The company anticipates increasing the volume of sales within the first three
months upon the launch
Target audience
The core of Apple’s marketing efforts depends on its targeting, segmentation, and
positioning (Armstrong et al. 2014, p. 5). Segmentation has helped the company to divide the
population based on different characteristics (Dudovskiy 2017a). The Apple’s target segment
focuses on the quality, design, and performance of iPhone 7. The company uses a mono-
segment positioning strategy to serve a single customer segment. The targeted segments are
covered in the table below.
Segmentation type
Segmentation Criteria
Apple target segments
iPhone 7 iTunes, the
iTunes store,
iCloud, Mac App
Stores, Apple Pay
iOS, iWork,
iLife
Apple Watch
Geographic
Region International and
U.S
Abroad & U.S US & abroad U.S &
Abroad
Density Urban Urban Urban Urban
Demogr
Income High-income earners High-income
earners
High-income
earners
High-income
earners
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