Comprehensive Report: Integrated Market Communication in Apple Inc.

This report provides an in-depth analysis of Apple Inc.'s integrated market communication (IMC) strategies. It begins with an executive summary and table of contents, followed by an introduction to IMC and its application to Apple. The discussion section delves into Roy Morgan's model of value segmentation, analyzing how Apple targets different customer segments based on their attitudes and behaviors. The report then examines Apple's persuasion techniques, including scarcity, commitment, consistency, reciprocity, authority, liking, and social proof. It details the company's advertising components, such as print media, POS materials, television commercials, billboards, and online media. The marketing communications mix, encompassing advertising, public relations, direct marketing, and sales promotion, is also explored. The report concludes by emphasizing the importance of effective communication in fostering customer satisfaction and brand loyalty, with an appendix providing examples of Apple's marketing mix. The report highlights how Apple uses efficient means of persuasion to promote its products and strengthen its customer relations.

Running head: INTEGRATED MARKET COMMUNICATION IN APPLE INC.
INTEGRATED MARKET COMMUNICATION IN APPLE INC.
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1INTEGRATED MARKET COMMUNICATION IN APPLE INC.
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.

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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

3INTEGRATED MARKET COMMUNICATION IN APPLE INC.
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

4INTEGRATED MARKET COMMUNICATION IN APPLE INC.
statement by owning technologically advanced products. Having a moderate price range, the
Company meets the requirements of the middle and high income groups. However, the
superior quality of the products ensure that the customers receive value for their money,
thereby influencing customer satisfaction.
The aspect of young optimism in Roy Morgan’s model of value segments cater to the
requirements of the young generation that is enthusiastic towards new products and aim to
stay up to date with latest technologies. For this purpose, Apple Inc. produces products that
are technologically advanced, featuring the latest developments in the field of science. The
sleek, creative and portable models of their products are widely popular among this segment
of the young generation (Graen and Grace 2015).
The criteria of something better refers to that segment of customers who seek to earn
money and social recognition in the society. This section often strives to be successful than
the rest so that they can attracts praise and attention. Apple Inc. through its technological
advancements caters to this category of customers by keeping them updated with the latest
developments (Kanagal 2015).
Analysis of Persuasion
Persuasion plays an important role in determining the productivity and profitability of
an organization. Apple Inc. employs efficient means of persuasion towards its probable
customers through advertisement and marketing strategies aimed at highlighting the features
of the products and services provided by them.
 Scarcity – Scarcity is a strategy used by Apple Inc. in its marketing, implying that its
products are available only in limited quantity. This increases their demand among the
customers (Mills 2015).

5INTEGRATED MARKET COMMUNICATION IN APPLE INC.
 Commitment – The commitment factor in Apple’s marketing strategies implies that
they are committed to provide the same quality of product experience for the
customers thereby ensuring brand loyalty.
 Consistency – The tool of consistency allows the Company to manufacture high
quality products with similar sleek and innovative design features.
 Reciprocity – The Company engages in reciprocating with its customers through
various incentives like providing free music albums to loyal customers, thereby
ensuring brand loyalty.
 Authority – Specifically trained employees provided customer services for Apple Inc.
thereby gaining customer trust.
 Liking – The Company advertises the design features of its products that are
consistently attractive to the customers.
 Social proof – Apple Inc. engages in surveys and reviews from previous customers to
provide proof of quality and experience for the future customers.
Present components of Advertisement
Apple Inc. engages in various advertisement methods that can be listed as follows:
 Print Media – Apple Inc. advertises its products and services in magazines, brochures
and other forms of print media.
 POS material – The Company also advertises its products through stickers and posters
in the stores where the products are available.
 Television commercials – Apple Inc. also present attractive television commercials to
promote the features of their products.
 Billboards – Advertisement of Apple products can be seen on billboards and holdings
in several cities across the world.

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 Online Media – Online platforms such as their official website, websites promoting
technology and social media also advertise the products manufactured by Apple Inc.
(Dolata 2017).
Present Marketing Communications Mix
Marketing Communications Mix refers to various elements like public relations, sales
promotion, advertisement, personal selling and direct marketing that aids in the profitability
of an organization through increased sales. Apple Inc. engages in a marketing
communications mix by using the following strategies:
 For advertisement, Apple Inc. develops attractive and creative commercials and
posters that depict the features of the products efficiently. Moreover, the
advertisements also endorse celebrities that attract the attention of the customers.
 Public relations are maintained by the Company by providing high quality of
customer services in case of any malfunction in the products (Butchko and Barmettler
2018). These service centers are located in almost all of the major cities worldwide
thereby increasing their accessibility and ensuring customer satisfaction.
 The Company also engages in direct marketing by partnerships with retailers who in
turn advertise the products of the Company. By doing so both the entities can attain
profitability. This also increases the advantages of Apple Inc. against its competitors
like Samsung and Google.
 Sales promotion is done by the Company through a display of scarcity of products.
Apple products are marketed in a manner that depicts that the products will be
available only to a limited number of people (Mills 2015). This in turn increases its
demand among the customers, thereby increasing its sale.

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Conclusion
The evaluation of the several methods of marketing and advertising undertaken by the
Apple Company shows that an efficient system of communication with the customers through
marketing strategies is essential to ensure the productivity and profitability of an
organization. In conclusion, it can be said that Apple Inc. being a leading multinational
company in the field of technology, has developed efficient means of integrated marketing
communications that caters to the requirements of its target audience and also helps in
developing a sustainable relationship with them. Marketing communications in turn ensures
customer satisfaction and promotes brand loyalty so that the organization can work to
improve its quality of products and services.

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References
Apple.com. (2019). Site Map. Retrieved 16 August 2019, from
https://www.apple.com/sitemap/
Butchko, J.E. and Barmettler, M., Textron Innovations Inc, 2018. Placed wireless
instruments for predicting quality of service. U.S. Patent 9,992,690.
Dolata, U., 2017. Apple, Amazon, Google, Facebook, Microsoft: Market concentration-
competition-innovation strategies (No. 2017-01). Stuttgarter Beiträge zur Organisations-und
Innovationsforschung, SOI Discussion Paper.
Graen, G. and Grace, M., 2015. Positive industrial and organizational psychology: Designing
for tech-savvy, optimistic, and purposeful millennial professionals’ company cultures.
Industrial and Organizational Psychology, 8(3), pp.395-408.
Kanagal, N.B., 2015. Innovation and product innovation in marketing strategy. Journal of
Management and marketing research, 18(4).
Luxton, S., Reid, M. and Mavondo, F., 2015. Integrated marketing communication capability
and brand performance. Journal of Advertising, 44(1), pp.37-46.
Mills, A.J., 2015. Everyone loves a secret: Why consumers value marketing secrets. Business
Horizons, 58(6), pp.643-649.
Rundle-Thiele, S., Dietrich, T. and Kubacki, K., 2017. Why We Need Segmentation When
Designing Social Marketing Programs. In Segmentation in Social Marketing (pp. 197-214).
Springer, Singapore.

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Appendix
 Advertisement – Apple Inc. uses various means of advertisement through
endorsements and social media.
 Public relations – The Company ensure healthy public relations through efficient
customer services options available worldwide.
 Sales promotion – Sales promotion is done through an idea of scarcity by saying that
the products are available in limited quantities, or engaging in limited edition products
towards Corporate Social Responsibility.

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 Direct marketing – The Company forms partnerships with local entities like retailers
to engage in direct marketing.

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