Analysis of Apple's Marketing Communication Strategies in the UK

This report provides an in-depth analysis of Apple's marketing communication strategies within the UK market. It begins with an executive summary and introduction, defining marketing communication and its importance. The report critically evaluates the impact of digital technology, exploring a...Read More

Marketing
Communications

EXECUTIVE SUMMARY
Marketing communication is one of important tool for an organisation to reach at large
no. of consumers. There are various kinds of communication strategies that opted by companies
in order to deliver right kind of knowledge and information to ultimate consumer. So it is very
much necessary to opt one of best and suitable kind of tools and techniques to provide crucial
knowledge about organisational products.

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................2
INTRODUCTION...........................................................................................................................4
Critically analyse and evaluate the above belief. Track your selected company’s marketing
communications in the UK in terms of the extent to which this trend is occurring....................4
Compare and contrast the branding strategy of your selected company with that of a
competitor within the same industry and country market. .........................................................7
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing communication is the method or way adopted by the organisation to convey
the message regarding the products and brands they sell either direct or indirect method to the
consumers to satisfy their wants and needs. Various methods should be adopted by the
organisation to exchange the knowledge and information to build brand awareness in among the
potential consumers. This report is based on the Apple which is an American multinational
technology company, headquarter is in California which designs and develops to sell the
consumer electronics, computer software and various kinds of online services. This report is
based on the marketing communication in the market of UK by acknowledging the trends in
market with the help of data and statistics. The another major concern of report is to compare and
contrast the branding strategy of Apple and Samsung regarding industry and country market.
Critically analyse and evaluate the above belief. Track your selected company’s marketing
communications in the UK in terms of the extent to which this trend is occurring.
In today's market digital technology impacts on the market strategies majorly to
communication industry with the advent of technological advancement that maximum proportion
of industry moves towards the above the line and below the line of tools and techniques to reach
at large no. of potential consumers (Above the Line ATL, Below the Line BTL, Through the Line
TTL Marketing, 2019.). Sometimes organisation use above the line and below the line as per
their objectives and goals. There are some specific advantages and disadvantages of changing
media tool in order to reach at large no. of consumers that are as follows:
Above the line tool of marketing communication:
ATL the line of advertising which consist of the advertising activities that are potentially
non targeted and possess wide reach. The marketing tools under the ATL are television, radio,
print advertisement and outdoor advertisement that direct the mass market. In respective kind of
marketing organisation use personal selling which all about what they aimed at. This the way
that help to create dedicated bond with consumers.
Advantage and disadvantages of ATL:
In the words of Umar Farooq, there are some crucial advantages as organisation move
towards the proliferation of internet technologies by spending more towards the technological
advancement that are as follows:

The major advantages of ATL that it helps to reach at large no. of consumers as
businesses use respective kind of business advertisement on daily basis to improve the viability
of brand and its awareness. In context of Apple they by using the personal selling able to reach at
large no. of consumer base after identify their needs and wants properly. It also proved beneficial
in building brand by spreading messages by characterising values to consumers in positive
manner (Batra and Keller, 2016. ). It helps to consumers to acknowledge the important
information and content in regards of product buying decisions as TV, print advertising,
outdoor advertising and many more which is very important kinds of tools for the organisation
to reach at large no. of consumers. It directly enables to build brand image in front of consumers,
in context of Apple they have distinctive brand image in market that helps to organisation in
fixing higher pricing for their products and services offered by the Apple.
The major disadvantages of respective tool of advertisement that it is costly in nature and
while trends shifts organisation have to mould their strategies accordingly. By using respective
tool organisation face difficulties to measure the return on investment.
Below the line of marketing:
Respective kind of marketing tool is an direct marketing strategy that helps to reach at
targeted consumers. The mode of marketing are, direct mail marketing, sponsorship, brand
activation and in store marketing. In context of Apply which use social media and direct
marketing in order to reach at large no. of consumers to optimise opportunities.
Here are the critical evaluation of respective tools that are as follows:
The major advantages of respective marketing communication tool tat it helps to target as
per consumer requirements by building strong relationship with consumer base. The major
reason to choose respective tools that it is highly measurable in nature as it helps to evaluate
major advantages out of it (Duffett, 2017). The major benefits of respective tool that it build for
the specific consumers after conducting the through knowledge and information about their taste
and preferences so that organisation can build product accordingly. So it is very much potential
to build strategies and tactics to cope with changes in positive manner to remain competitive in
marketplace.
There are some disadvantages of that while applying it for the organisation to reach at
wide consumers required highly talented personnel. To successful implement it and for getting

appropriate results organisation have to priorly understand the culture and every aspect related to
consumers such as buying behaviour, taste and preference and many more.
Marketing communication in the market of UK:
Marketing communication is very much important for the organisation as well as
economy as it helps to reach at large no. of consumer base. Organisations use various kinds of
marketing and promotional tools and techniques as per their objectives and goals to enlarge
business opportunities (Fill and Turnbull, 2016.). In context of Apple which is the market
leader in mobile, software and other tools with most innovative manner to enlarge business
opportunities. The use social media, direct and personal marketing as per the trends in
marketplace. The market of UK is very much prosperous as the total revenue in the year 2019 is
three billion £ and no. of businesses are 1829 with annual growth rate in year is .1% by providing
employment opportunities that is 15,993 so it can be said that market has growth so to optimise
respective possibilities Apple uses various kinds of promotional tools and techniques such as
direct marketing, media tools and techniques to compete in business environment. The tools and
techniques which optimise by the Apple that are direct marketing and social media marketing
that is very much important to capitalise the current trends in the marketplace. The major trends
of market that by using public relations and communication activities they perform in better
manner over the past five years (Branding Strategy of Apple, 2019.). The operators in the
industry provides the consultation services and communication advice for reputation
management, branding and campaigning which directly affect on the business performance in
positive manner. The demand of marketing communication and public relations that are largely
rely on the organisational marketing budget, in context of Apple their revenue which are directly
affected by the business confidence level and government capital expenditure from the past five
years to optimise business opportunities in order to remain always competitive in marketplace.
Adaptation of tools and techniques related with the marketing communication that it changes as
per the trends in consumer level of confidence which directly influence the shopping patterns of
customers. If consumers feel positive and financially stable then their like to purchase products
that are discretionary which includes purchasing of new mobile phones that are research by
analyst. All respective activities directly affect on the organisational works and activities with
their power of buying and supplying. The trends which directly affect on the business works and
activities that faster adaptation of technology affects both the industry as well as organisation, as

enhancement in demand regarding industrial products on other hand it changes consumers taste
and preferences for various kinds of mobile phones. For an example with the advent of 4G
technology in marketplace which boast sales of smartphones. In the year 2019 the access of
information technology and communication which is expected to continued rise that are major
opportunity for industry as well as organisation to optimise opportunities in positive manner.
All these aspects is very much potential for Apple to optimise the opportunities in positive
manner by enlarging business product and services. For an organisation by planning and
coordinating various works and activities they achieve organisational goals and objectives in
proper manner. Apple is prominent in the market as they use elegant advertisement by using the
social media tools and print ads in the newspapers. The ads of the Apple that are clear and crispy
which helps to attract consumers very promptly. They use differentiation effect which enables to
target the audience by providing adequate knowledge and information regarding features of
products in order to remain always competitive in marketplace. The overall advertising and
promotions of Apple that are tenfold while launching new product into the market. Marketing
strategy of Apple that is differentiation , brand building and innovation that are rare found in the
market in order to gain potential outcomes.
Compare and contrast the branding strategy of your selected company with that of a competitor
within the same industry and country market.
Branding strategies are the action plans and policies that used by an organisation to create
differentiation effect in their products, services to gain competitive advantage from their
competitors. It is the long term brand of an organisation which enables to build an distinctive
image to build consumer loyalty. In context of Apple they build various kinds of brand strategies
in order to build a distinctive image in marketplace to gain sustainability.
Here are the brand strategies of Apple that directly impact on their profitability and market share
to gain optimum outcomes.
Apple is well known name in the whole world by successfully creating the qualitative art and
style oriented electronics products and services for the consumers in suitable price range. They
majorly originate the laptops, computer and their parts, MP3 players and kinds of software in
which personal operating tool. It is one of the global brand name by approximately earn value of
63,113 million dollar in which branding strategy contributes at utmost best. Company not just
use the line extension as an brand strategy, in the year 2011 they only operate in basic computer

area and prominent name in as they are easily operated by the users. In the year 2001 Apple
launched the eminent product iPod which is the huge act of extension in history of Apple. In the
early decades the brand name was very much challenger and their aimed towards bring easy to
use and user interface in order to compete in the marketplace. Their core competency is to
deliver one of best products and services to acquire extensive consumer experiences. The
product's strategy based on the iPhone touch screen gestures that are reused in nature. In that
series the other products are Mac, icloud, itunes and Various kinds of apps stores that plays very
major role in order to give one of best products to consumers as per their needs and wants.
Steve jobs co founder of Apple described Apple as an mobile device company that is largest in
the whole world. After some time company renamed itself as an Apple Inc rather than apple
computer. At that time this is one of most significant move for them that signifies company more
than as computer company. So they change their branding strategy as per the consumers needs
and changes that occurs in respective industry by defining more broadly then just a device
company. It takes another strategic direction by blended with kinds of digital content service
such as Apple music, iTunes, iBooks and app store that are one of crucial part of their value
proposition strategy for Apple device owners. Also they device services that a user can access
their functionality and services on whatever device that available to be using at the time which
can be desk, lap, fingertips and wrist.
The Apple's brand strategy is based on the emotions, from the initial level company focus
on the experiences of products for the consumers. Their brand personality is lifestyle,
imagination, liberty regained, innovation and hopes and dreams (Karjaluoto, Ulkuniemi and
Mustonen, 2015). The major aim is to reduce complexities from the life of people by designing
product which are people oriented in nature. Respective organisation is very much humanistic
which has close connection with their consumers. With the help of all these qualities they
positioned as an extremely helpful in achieving organisational goals and objectives.
They with the help of marketing communication that also one of best strategy to build the
brand image in mobile sector. By using various kinds of tools to aware about the products
features to reach at large no. of consumers that are the one of most prominent to build strong
brand strategy. They use personal selling, direct marketing and media to enlarge business
opportunities in positive manner.

Competitors of Apple are Dell, Lenovo, Samsung, Hewlett Packard and Microsoft. As per the
Brief the study should be conducted in between the Apple and Samsung in regards of their
marketing strategy (Branding Strategy of Samsung, 2019). Samsung is a South Korean
multinational Conglomerate company, headquarters is in Seoul. They are afflicted in kinds of
businesses majorly operated in United states and it is largest in South Korea.
Marketing strategy of Samsung:
Building the brand identity is one of the most challenging task for a company there are
some crucial steps that are adopted by the Samsung in order to remain always competitive in the
marketplace that are as follows:
from the past few years the major steps should be taken by them in order to make their presence
in the whole world that enhance their value to create the brand value that are as follows:
sponsorship:
Samsung on such a significant event sponsored the Olympics events in 1998 in Seoul by
building an effective event together with the international Olympic association. The business
executives anticipated with the help of sponsorship special events in the whole world and by
adopting various kinds of marketing methods such as investments that improved status of
company. With the help of respective event the value of the product increased by 200% by
obtaining 8.3 billion dollar in year 2002 from the 1999.
Inter brand incorporation:
The one of the most effective branding strategy of the company is to build product the
same to other business product but by adding some more features that make it effective and
much better at cost effective manner (Rowles, 2017. ) By using such strategy organisation was
listed in topmost serving products by inter brand incorporation which showed earning obtained
by 1.7 billion net profits in year in 2002 and 2003 in comparison to 425 million in year 2001. at
this point the Samsung considered as one of the most leading electronic company in the whole
world their gadgets of art wins the heart of all over the world in context of mobile phones in
today's scenario the reason behind is the branding strategy that is continuously changing as per
the needs of consumers.

Apple continued dominating the market of smartphone from the last few years, by introducing
the Samsung galaxy series in year 2013 increased the level of competition in the market. It
should be only possible by the massive advertising strategy of Samsung coupled with their
unique android features that overtaken the iPhone to become the popular brand in the market.
From the above graph it has been summarised that the profit share of Samsung rises year by year
due to their strong branding strategy (.Killian and McManus, 2015.). As Samsung designing of
advertisement which directly handles the competitors double edged due to message conveyed
can be misinterpreted. By comparing the advertisement feature of iPhone 5 to Galaxy S3 the later
one have strong advertisement slogan that is “it does not take a genius.”
Illustration 1: Samsung becomes the world's largest smartphone maker as Apple's market share
hits a three-year low, 2019

The profitability of Apple rises year by year as they focus on the innovation and quality of their
products, by comparing in strategies with Samsung it has evaluated that both companies using
the aggressive marketing strategies as Apple is valued for their design which its core value and
today it based on desire strategy that set on every product launch (Key and Czaplewski, 2017).
On other hand the marketing strategy of Samsung is very much tough and powerful by using
expensive poster or impactful audiovisual campaign to become the market leader.
Illustration 2: Samsung becomes the world's largest smartphone maker as Apple's market share
hits a three-year low, 2019

The market strategy of Samsung which possess products which has something for every one by
wide range of products. On other hand they have products that are not cost effective in nature
that affect on their profitability.
From the above graph it has been summarised that there are huge difference in branding
strategies in concerned of cost, quality and features in order to beat one anther to remain always
competitive in the marketplace. So it is very crucial for an organisation to build one of best
branding strategies in order to gain sustainability. By studying above facts and figures it has been
evaluated that both organisation have totally differ branding strategies that helps to gain
sustainability and competitive advantage in positive manner.
CONCLUSION
From the above report it has been summarised that branding strategies is very much
important for an organisation in order to get aware people about organisational products and
services in order to enhance revenue and sustainability. Marketing communication plays very
crucial role to share the knowledge and information to target audience regarding products and
services in order to achieve organisational goals and objectives. In today's scenario with the
proliferation of internet technologies larger proportion of organisation shifted towards other
communication tools that are relevant to beat competitors.

REFERENCES
Books and journals:
Batra, R. and Keller, K.L., 2016. Integrating marketing communications: New findings, new
lessons, and new ideas. Journal of Marketing. 80(6). pp.122-145.
Duffett, R.G., 2017. Influence of social media marketing communications on young consumers’
attitudes. Young Consumers. 18(1). pp.19-39.
Fill, C. and Turnbull, S.L., 2016. Marketing communications: brands, experiences and
participation. Pearson.
Karjaluoto, H., Ulkuniemi, P. and Mustonen, N., 2015. The role of digital channels in industrial
marketing communications. Journal of Business & Industrial Marketing.
Key, T.M. and Czaplewski, A.J., 2017. Upstream social marketing strategy: An integrated
marketing communications approach. Business Horizons. 60(3). pp.325-333.
Killian, G. and McManus, K., 2015. A marketing communications approach for the digital era:
Managerial guidelines for social media integration. Business Horizons. 58(5). pp.539-
549.
Rowles, D., 2017. Mobile marketing: how mobile technology is revolutionizing marketing,
communications and advertising. Kogan Page Publishers.
Yadav, M., Joshi, Y. and Rahman, Z., 2015. Mobile social media: The new hybrid element of
digital marketing communications. Procedia-social and behavioral Sciences.189.
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