Integrated Marketing Communications: Apple's Brand Recovery Plan

This report assesses Apple's marketing strategies, focusing on target audience perceptions and brand recovery through integrated marketing communications (IMC). It identifies that while Apple is generally viewed as a successful brand, concerns exist regarding the slowing down of older phones and the high cost of products. The report proposes strategies to shift target audience perceptions by emphasizing the value, security, and superior customer service associated with Apple products. The goal is to encourage consumers to understand the advantages of using iPhones, prioritize quality, and recognize the investment in data privacy, urging them to experience Apple's innovative offerings and engage with their responsive customer service. Desklib provides similar solved assignments and resources for students.

Running Head: MARKETING OF APPLE
Marketing of Apple
Name of the Student
Name of the University
Author Note

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What does the target audience currently feel the chosen product?
It has been found from the market surveys and customer interviews that the target
audience think Apple to be the most successful brand in the history of iPhones. However, the
company’s sterling reputation has been temporarily tarnished by its slowing down of the older
phones. The company claims that it has been done in order to prevent the crashes and the
shutdowns. The brand Apple is consistently accused of degrading the performance level of the
older models that ultimately encourages the customers to upgrade themselves (Gardere, Sharir
and Maman 2018). However, apart from this the target audience also thinks about the
expensiveness of the Apple products. It is not at all easily affordable for most of the people. Due
to the pricy nature of the Apple products, a considerable group of people might refrain from
buying its products and switch to other comparably cheaper brands. Sone customers also
expressed their queries regarding the operating system in the Apple iPhone (Hattangadi 2015).
They reported that all the latest mobile applications do not run properly in Apple iPhone. It
proves that Apple has its own applications which are designed to maintain its quality standards.
What do we want the target audience to think and feel?
We want out target audience to understand the usefulness of the Apple products and the
justifications behind its price. We recommend some products of Apple which are no just best,
but covers the technology and offers appropriate solutions than the competitors do. It is true that
the Apple products are expensive than other brands, but it is also true that Apple possesses the
most stable and refined operating systems. The target audience must try the latest iPhones such
as the iPhone XS, XR and XS Max (News18.com 2019). The iPhones are considered to be the
best products of Apple since the beginning. We want to make the target audience realize that the

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offerings of Apple are intangible but much more valuable than a normal smartphone. Another
most important reason for which the customers should choose Apple is its competitive devices to
secure privacy. The software and devices of Apple are designed as user protective and more
effective than other tech companies. We provide exceptional service to the customers through
our specially designed website and the representatives are swift at responding to the customer
queries. The Apple website is mainly designed to serve easy navigations and also to collect the
necessary information so that the issue is addressed properly.
What do we want the target audience to do?
We want the target customers to understand the advantages of using an iPhone. Since the
competition has been raised, iPhone has established its position to be differentiated from the
smartphones unlike the early years. Other brands might be cost-friendly, but those people for
whom, the quality standards are a priority, must try the latest products of Apple. We request the
customers are requested to experience the products it offers along with the superior customer
service of the company (Straker and Wrigley 2016). The company representatives are highly
active and responsive towards resolving the customer queries. They show extreme enthusiasm
regarding dealing with the customers because they are themselves satisfied with the treatment of
Apple company towards them. The customers must enjoy the blissful and pleasant trend of
innovation which it offers to its potential customers. They should realize that when they are
paying their hard earned money for a product like Apple, they are not just buying a better
industrial design or more advanced tech, they are investing on their right to keep the information
to themselves. The service representatives can be contacted by online chats, emails or phone
calls (Zhang, Garrett and Liang 2015). The team members of the service team are properly
trained and empowered to look into the issue through the resolution.

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Reference
Gardere, J., Sharir, D. and Maman, Y., 2018. Consulting and Executive Coaching on Future
Trends: The Need for a Long Term Vision with Apple and Samsung. International Journal of
Business and Social Science, 9(3).
Hattangadi, V., 2015. Changing and Aligning of Vision and Mission Statements. Sansmaran
Research Journal, 5(2), pp.25-28.
News18.com 2019. Apple iPhone at 12 Years: 21 iPhones Later, a Journey of Evolutions And
Battles With Android. [online] News18. Available at: https://www.news18.com/news/tech/apple-
iphone-at-12-years-21-iphones-later-a-journey-of-evolutions-and-battles-with-android-
1999365.html [Accessed 13 Jan. 2019].
Straker, K. and Wrigley, C., 2016. 11. The role of emotion, experience and meaning: the
comparative case of Apple and Samsung. International Perspectives on Business Innovation and
Disruption in Design, p.231.
Zhang, H., Garrett, T. and Liang, X., 2015. The effects of innovation-oriented mission statements
on innovation performance and non-financial business performance. Asian Journal of
Technology Innovation, 23(2), pp.157-171.