Integrated Marketing Communications Report: Apple iPhone XS Max

This report provides an in-depth analysis of Apple's Integrated Marketing Communications (IMC) strategies for the iPhone XS Max. It begins with a background of the task, followed by the strategy statement, and delves into the brand positioning strategy, target audience, and their perceptions of the product. The report also explores strategies to inspire the target audience and the company's main aims in setting its target market. The report also includes an analysis of the company's segmentation strategies, including geographic, demographic, behavioral, and psychographic segmentation, as well as Roy Morgan Value Segments. Furthermore, the report discusses the current IMC practices and provides a list of references used. This assessment aims to critically evaluate current IMC programs and propose solutions based on IMC theories and concepts, focusing on brand recovery and consumer confidence.

Running head: INTEGRATED MARKETING COMMUNICATIONS
Integrated Marketing Communications
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Table of Contents
The background of the task:............................................................................................................3
Strategy Statement:..........................................................................................................................3
Brand positioning strategy of iPhone XS Max:...............................................................................4
Target Audience:.............................................................................................................................4
Felling among the target audience regarding the product:..............................................................5
Strategies to inspire the target audience:.........................................................................................5
Main aim of the company behind setting target audience:..............................................................6
Summary:.........................................................................................................................................6
References:......................................................................................................................................7
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The background of the task:
In the highly competitive business environment, maintaining healthy communication with
the customers is very much needed in terms of strengthening the public image of the company.
This is the way of generating a positive image among the minds of the customers (Chitty et al.
2019). Present paper would put forth the discussion of the strategies, which Apple can take in
order to launch their new iPhone XS Max. The strategy statement and brand positioning strategy
of launching the new product will be presented in the paper. This assessment would also shade
light on the audiences, whom Apple should target in order to launch their product.
Strategy Statement:
Strategy statement comprises of all the strategies, which are to be implemented by the
organizations in terms of launching their products or services. With the assistance of
comprehensive strategic statement, the organizations become able to explore the direction, to
which they will move in future (Chaffey and Ellis-Chadwick 2019). A strategy statement plays a
critical role in terms of setting the long term strategic plan of the organization.
Being the technological giant around the world, Apple always put stress on setting a
creative strategic statement for the sake of maintaining good connection with that of the external
environment. The strategy statement of Apple is to bring the best user experience among the
minds of the customers by providing them with innovative products or service. Fundamental
aim of Apple behind launching iPhone XS Max is to offer the customers with unique products,
featuring stunning Super Retina display and faster and improved dual camera system. iPhone
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XS Max is extremely packed with high quality of next generation technology. Launching iPhone
XS Max is a good step of Apple towards future smart phone (Apple Newsroom. 2019).
Brand positioning strategy of iPhone XS Max:
Effective brand positioning strategy is the key factor of keeping the customers attracted.
Brand positioning strategy plays a very important role in terms of creating a unique image
among the customers which is very much needed in order to strengthen the public image of an
organization (Dewnarain et al. 2019). This is the way, through which relevancy and competitive
distinctiveness among the customers which is the key of maximizing the brand value. In order to
attract the customers towards iPhone XS Max, multi-segment positioning strategy is followed by
Apple. The main motto of Apple is to access multiple segments of customers as using Apple
phone is one of the latest trends in the market.
Target Audience:
Choosing a target market is the matter of utmost importance as it supports the firms to
align all the fundamental resources in terms of providing value to the customers. This is the way
of promoting sales growth by generating loyalty. In order to promote the sales growth, Apple has
targeted the audience aged between 18 and 45 (Kingsnorth 2019). Demographic segmentation is
followed by Apple. The company has targeted both male and female in order to promote their
product. Both bachelor and elderly people have been targeted by Apple. The company is highly
focused on the loyal customers who are less likely to switch to other brand.
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Felling among the target audience regarding the product:
The point of view and perception among the customers is an imperative factor of
strengthening the public image of an organization. High ranges of loyal and satisfied customers
are the key asset of Apple. Apple is the greatest marketer around the world who put utmost stress
on running effective marketing activities for the sake of keeping the customers interested.
Strengthening the value of business among the minds of customers is the main motto of Apple.
The customers always look for buying products from Apple due to high quality, innovative
feature and great customer service (Blakeman 2018). The customers are extremely happy with
that of Apple’s products due to its high durability and usability. Ease-of-use is the main aim of
Apple, which is playing a pivotal role for them to generate attention among the customers.
People love apple mostly as they make the customers feel good about themselves. Apple is
highly committed towards protecting the lifestyle, innovation, passion and style of the customers
by providing them with high quality of products.
Strategies to inspire the target audience:
In the highly competitive business environment, it has become the matter of utmost
importance for the companies to maintain healthy communication with the customers in order to
strengthen their image in the market. According to Integrated Marketing Communication
practice, it is imperative for the firms to keep the customers informed regarding the products or
services. As the giant in the global technology industry, Apple always put stress on maintaining
good communication with that of the customers. From the initial days, both print and media
advertising is followed by Apple. Celebrity endorsement strategy is followed by them in order to
promote their products through advertisement. Social media marketing strategy, followed by
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Apple is to be considered in this context. An official face-book page has been launched by Apple
for the sake of promoting their products (Perreault 2018).
Main aim of the company behind setting target audience:
It is the aim of Apple to create a positive image among the minds of customers by
providing them with innovative and high quality of products. Apple expects to increase their
statistics of sales by improving the buying behavior among the customers. In addition to that,
Apple also intends to make the customers valuable regarding their company by getting high
quality of products or services (Bergkvist and Zhou 2019). At the same time, Apple also aims to
generate loyalty and repurchase intension among the customers
Summary:
Based on the discussion, it can be concluded by saying that, Apple is highly committed
towards providing high quality of products and effective customer service. In addition, the
company also intends to maintain good communication with the customers, which is the key of
attaining long term success from business by attracting wide ranges of loyal and satisfied
customers.
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References:
Apple Newsroom. (2019). iPhone Xs and iPhone Xs Max bring the best and biggest displays to
iPhone. [online] Available at: https://www.apple.com/newsroom/2018/09/iphone-xs-and-iphone-
xs-max-bring-the-best-and-biggest-displays-to-iphone/ [Accessed 13 Sep. 2019].
Bergkvist, L. and Zhou, K.Q., 2019. Cause-related marketing persuasion research: an integrated
framework and directions for further research. International Journal of Advertising, 38(1), pp.5-
25.
Blakeman, R., 2018. Integrated marketing communication: creative strategy from idea to
implementation. Rowman & Littlefield.
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
Chitty, W., D'Alessandro, S. and Gray, D., 2019. Services marketing. Oxford University Press
Australia and New Zealand.
Dewnarain, S., Ramkissoon, H. and Mavondo, F., 2019. Social customer relationship
management: An integrated conceptual framework. Journal of Hospitality Marketing &
Management, 28(2), pp.172-188.
Kingsnorth, S., 2019. Digital marketing strategy: an integrated approach to online marketing.
Kogan Page Publishers.
Perreault, W.D., 2018. Essentials of marketing. New York: Mc Graw Hill.
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