Marketing Plan: Analyzing Apple iPhone 6S Communication Strategies

This report provides an in-depth analysis of Apple's integrated marketing communication (IMC) strategies for the iPhone 6S. It begins with an executive summary outlining the report's purpose: to examine the various aspects of the IMC matrix used by Apple for iPhone 6S sales. The report explores how Apple influences product sales through advertising, sales promotions, personal selling, and public relations. It highlights the significance of advertising through unique taglines, celebrity endorsements, and social media campaigns. Sales promotions, including free gifts, loyalty programs, and seasonal discounts, are also discussed. The report further delves into personal selling and the effectiveness of public relations in promoting the iPhone 6S, including corporate social responsibility and interactive customer sessions. The IMC matrix is presented to illustrate the two-way and one-way communication strategies employed, targeting both individual/segmented and mass markets. Finally, the report concludes that effective promotional strategies and the IMC matrix are crucial for enhancing product sales and market position.

Running head: MANAGING MASS COMMUNICATIONS
MANAGING MASS COMMUNICATIONS
Name of Student
Name of the University
Author Note

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Executive Summary
The motive of the report is to analyze the varied aspects of integrated marketing
communication matrix utilized by the Apple organization for the sale of the chosen product,
the iPhone 6S. The report is initiated with the description of the methods by which the
company can influence the sale of the product. A table has been provided for the better
understanding of the ways in which the integrated marketing communication matrix
functions.

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Table of Contents
Introduction................................................................................................................................3
Discussion..................................................................................................................................3
 Advertising......................................................................................................................3
 Sales Promotion..............................................................................................................4
 Personal selling...............................................................................................................5
 Public Relations..............................................................................................................5
Conclusion..................................................................................................................................7
References..................................................................................................................................8

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Introduction
The Integrated Marketing Communication (IMC) plan is a guide for implementing the
proposed marketing plan for a chosen product of an organization. The role of marketing,
advertisement and promotional strategies in the global age has become extremely pivotal for
the companies to make the customers identify with the products launched and thereby
enhance the market position of the products (Naeem, Bilal and Naz 2013). However, it must
be noted that the Apple Inc. decided to innovation in their marketing strategies as well and
thus their marketing strategies are integrated with communicative techniques through varied
advertisements, promotional events, public relations, direct marketing, sales promotion, event
sponsorship and social media platforms. The purpose of this report is to identify the varied
integrated marketing communication means of the Apple Inc. for the effective marketing of
their product, iPhone 6S.
Discussion
Apple Inc. employs several means of marketing for making the stance of their
products more equipped with varied promotional strategies in the global market. The
organization utilizes advertising, sales promotion, personal selling and public relations
primarily for integrated marketing communication for iPhone 6S.
 Advertising
One of the most influencing methods of making the products noticeable in the
market is through advertising. Advertising involves video, audio, print media and
such other components. The Apple Inc. utilizes this option expertly by featuring
unique and relatable taglines along with lucrative images of the products (Zhang,
Liang and Wang 2016). To advertise iPhone 6S Apple can utilize the videos shot by
people around the world and showcase them instead of bragging about the innovative

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features of the product. This aids the maximization of the interaction between the
customers and the company and thus can focus on the creativity of the customers to
influence the sale of the product. Another option is of endorsing celebrities to
advertise the product in mass media platforms with a message that shall have an
impact in the lives of common masses such as environment related topics, women
empowerment, gender and racial equality and such others (Dhandhnia and Tripathi
2018).
In order to enhance the advertising strategy Apple can research on the
demographic groups that use the products of the company and thereby steer the
advertising campaigns accordingly. The aid if the iAds can also be taken for the
promotion of the product, wherein the ads for iPhone 6S shall be incorporated in the
iPhone applications (Tongaonkar 2013). Advertisements in varied social media
platforms in the method of interaction like a survey or short game can influence the
popularity of the product in the global market.
 Sales Promotion
Apple can implement promotion of free gifts, loyalty program cards, seasonal sales
and discounts in order to lure the customers to buy the iPhone 6S. Another facet that
can be utilized for the sale of the product is the Apple stores, wherein the customers
have a chance to use the product and gain a first hand experience of the innovations
incorporated in the product (Askalidis 2015). During Christmas period, the
organization can use the free giveaway technique by offering small but useful gifts to
the customers at the time of purchase of the iPhone 6S. The formal loyalty program
conducted by Apple to promote their premium products can also be utilized in the sale
of this particular program. Other types of interactive sales promotion can be done with
the help of trade shows or promotional events conducted by the organization, wherein

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there could be inclusion of events in which the customers can participate. This would
result in the increased demand and interest for the product.
 Personal selling
In this method, the company can hire certain efficient sales personals to
implement face to face selling of the chosen product. The wide expanse and brand
image of the Apple Inc. would influence the sales predominantly (Moore, Hopkins
and Raymond 2013). By this method, the genuine feedbacks of the customers can be
known to the company directly. With the employment of this technique the firm can
improve its business to customers sales.
 Public Relations
The public relations team of the Apple Inc. is already efficient in utilizing
varied unique marketing strategies and the same can be utilized for the iPhone 6S.
The success of the marketing communication depends immensely on the public
relations of the organization, and the methods that can be utilized in this matter is
effective corporate social responsibility activities of the organization (Davis 2013).
The interactive sessions for promotion of the product among the customers prior to
the launch of the product is maintained by the public relations team and hence can
include activities for the customers that involves them using the features of the new
product for conducting certain activities (Pinson and Brosdahl 2014). The promotion
of the products in variegated social media platforms is decided and operated by the
public relations teams, herein the products can be advertised with attractive and
relatable taglines that inspires the customers.

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The Integrated Marketing Communication Matrix for iPhone 6S
Two-way
communication
(Interactive
approach)
With
F2F, Word of
Mouth, viral
marketing, database.
Between
Communities of
interest, internal
marketing through
teams
One-way
communication
(conventional mass
marketing)
To
Brand positioning
through advertising.
For
Loyalty Markets and
customer base.
With the help of this matrix the implementation of the marketing and promotional
strategies for iPhone 6S can be explained in details. As per the information on the table, it can
be identified that the individual and segmented or mass communication can be influenced by
two way marketing communications wherein, interactive listening and learning through
informal dialogues can be initiated by planned messages. This can be done with the face to
face communication between the company personals and the customers, word of mouth in the
E-commerce sectors, viral videos and database of the product; conducted within communities
of interest and internal marketing teams of the organization with the aim of promoting the
chosen product. On the other hand, the mass market can be highly influenced by the
conventional methods of marketing such as print media, social media marketing, radio and
television ads, in app advertisements and so on, that shall put forth messages aimed at brand
Mass Market Segmented/Mass
customization Individual

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loyalty. These advertisements are created for the wide customer base and loyalty markets of
Apple.
Conclusion
Therefore, it can be concluded from the above discussion that with the
implementation of the proper promotional strategies, the company can influence the position
and sales of the chosen product effectively. The integrated marketing communication matrix
is an efficient method of making the product reach the customers for making them interested
and thereby enhancing the sale of the product.

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References
Askalidis, G., 2015. The impact of large scale promotions on the sales and ratings of mobile
apps: Evidence from Apple's App Store. arXiv preprint arXiv:1506.06857.
Davis, A., 2013. Promotional cultures: The rise and spread of advertising, public relations,
marketing and branding. Polity.
Dhandhnia, K.A. and Tripathi, S., 2018. Emotional Branding Through Celebrity
Endorsements. In Driving Customer Appeal Through the Use of Emotional Branding (pp.
273-287). IGI Global.
Moore, J.N., Hopkins, C.D. and Raymond, M.A., 2013. Utilization of relationship-oriented
social media in the selling process: a comparison of consumer (B2C) and industrial (B2B)
salespeople. Journal of Internet Commerce, 12(1), pp.48-75.
Naeem, B., Bilal, M. and Naz, U., 2013. Integrated marketing communication: a review
paper. Interdisciplinary journal of contemporary research in business, 5(5), pp.124-133.
Pinson, C. and Brosdahl, D.J., 2014. The Church of Mac: Exploratory examination on the
loyalty of Apple customers. Journal of Management & Marketing Research, 14(1), pp.1-15.
Tongaonkar, A., Dai, S., Nucci, A. and Song, D., 2013, March. Understanding mobile app
usage patterns using in-app advertisements. In International Conference on Passive and
Active Network Measurement (pp. 63-72). Springer, Berlin, Heidelberg.
Zhang, H., Liang, X. and Wang, S., 2016. Customer value anticipation, product
innovativeness, and customer lifetime value: The moderating role of advertising strategy.
Journal of Business Research, 69(9), pp.3725-3730.