Integrated Marketing Communication of Apple in Australia

Running head: INTEGRATED MARKETING PLAN
Integrated Marketing Communication
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INTEGRATED MARKETING PLAN
Introduction
Integrated Marketing plan help all organization to approach the targeted audience and
strategize accordingly to enter the market and sell the desired product. It creates an identification
for the brand in the industry which is recognizable and retable to the target audience. This helps
in positioning with specific differentiation with the help of effective communication. The
benefits which are related to Integrated Marketing Communication plan is a well-developed and
comprehensive process to operate at the business level. It helps in differentiating the operations
which are to be carried out by the company in a specified or proposed tenure to approach the
market and campaign for the same. These campaigns help in generating better outcomes when
there is high level of competition in the market and involves a lot of investment too. IMC is
effective in creating clear and consistent brand awareness among the customers and manage
loyalty of them. It helps to offer better experiences of the customers as well as bring positive
change to the company and its operations. Customers are able to have better attitude towards the
company for the efficient means to communicate about the products which they intend to sell to
them. At the same time, there are lesser chances of defects in the products because of the
approachable means which are adopted by the companies to reach out to the customers in the
market. Sales growth are enhanced manifold and adds to the benefit which are made by the
companies. The investments which are made by the companies on advertisements, promotions
and communications usually result in positive outcomes for the company. Companies which
invest effort and finance to develop plan to promote their products on various medias are often
preferred by the consumers as they are recognized and relied upon more as compared to the
companies which do not resort to IMC strategies. Apple is a brand which has mastered the art of
business and flourished in the market without any such setbacks as they have identified and
successfully developed the unique ways to market their products to the target audience. The

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paper will focus on Integrated Marketing Communication of Apple in Australia and the benefits
linked to it.
Discussion
Company Overview
Apple Inc. is an American company which deals with technology. It sells computer
software, consumer electronics and other online services. It is one of the four leading technology
companies. The hardware products which are sold by the company includes iPad, iPods, iPhones,
Mac Computers and so on. The software products which are sold by the company include iWork,
iTunes, iOs, macOS and others which are loaded with productivity and creativity (Apple.com
2019). The company was founded by Steve Jobs and Steve Wozniak and Ronald Wayne. It
initially sold Apple I computers and was soon known as Apple Computer Inc. Apple is well
known for its revenue collection and is considered to be one of the most valuable companies.
Apple has always been on the top for the marketing strategies which they have employed to
promote and sell their products in the market. The most famous of their campaigns include the
‘Super Bowl’ commercial and the ‘Think Different’ tag which was used to advertise for iPod.
Apple has always been consistent when it comes to innovation and creativity which is one of
their primary objectives.
Current Market Segmentation of Apple
The current market segmentation of the company focuses on software and hardware
which are user friendly, are of high quality and come of use in utility, productivity and
educational purposes as well. The advertisements are done in accordance with the products
which are to be sold and implementing product differentiation strategy (Finne and Grönroos

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2017). The market segmentation of Apple include the geographical bases of the company,
psychographic bases, demographical bases and behavior bases too. Apple is successful in
developing products which have been modelled while keeping factors like age, occupation,
preferences in mind. When the geographical bases are looked at, Apple has successfully made
vertical growth in Australia by selling their products online and retail stores. Knowledge about
these products are imparted to the people through advertisements made on TV, search engines,
social media and so on. These strategies which have been employed by Apple has yielded great
results for the company. In the last decade, Apple has expanded their business in areas with large
demography and also gained competitive advantages in those places. They have successfully also
managed to be the largest information technology company with the great revenue generation
and assets.
(Image 1: Apple Advertisement)
Advertising and Communication Objectives
The primary objective of efficient communication and advertisement is to promote the
brand and the product to the target audience through various platforms. Marketers have
successfully understood that these companies thrive on the communications which are built.