MKT201: Integrated Marketing Communications - Apple Company Analysis

This report provides a comprehensive analysis of Apple's marketing strategies, based on the assignment brief for MKT201 Integrated Marketing Communications. It examines various aspects of Apple's marketing efforts, including Nielsen research findings, frequency examples, cost per thousand calculations, and social media schedule examples. The report also delves into the use of quantitative and qualitative data, and explores the concepts of reach, frequency, and continuity with relevant examples. The analysis covers key strategies, target audiences, and expected responses, providing insights into Apple's successful market performance. The report also includes a reference list of all the sources used in the assignment.

APPLE COMPANY

Table of contents
Topics Slides
Introduction 3-4
Nielsen research 5-6
Frequency Example 7-8
Cost per thousand 9-10
Social media schedule example 11-12
Quantitative data and qualitative data with example 13-14
Reach, Frequency, Continuity with example 15-16
Conclusion 17
Reference list 18

Introduction
 As per recent data , Apple is one of the
most successful android manufacturing
companies of the world (Al-Refaie and
Bata, 2016).
 It makes lead use of successful and
competitive business strategy (Bereznoi,
2015).
(Source:
http://theconversation.com/why-apple-is-the-wor
lds-most-successful-company-the-power-of-netw
orks-36995
)

Continued
 Apple is based on the concept of
superior business management
 It uses optimum cost structure or
budget (Demil et al. 2015). (Source:
https://www.theverge.com/2018/8/2/17
638764/apple-worlds-first-1-trillion-co
mpany-market-cap-stock-price
)

Nielsen research
 Apple is the ninth most
preferred Smartphone brand in
the globe (Morrison III et al.
2019).
 Its products use the most
popular i-OS operating system
(Kavadias et al. 2016).
(Source:
https://www.macrumors.com/2010/12/01/appl
e-edges-out-research-in-motion-in-u-s-smartph
one-market-share/
)

Continued
 Apple app is used by
approximately 68.4 million users
annually (Offenberg et al. 2019).
 Facebook app of Apple is used by
146 million users annually. (Source:
https://appleinsider.com/articles/10/12
/01/women_want_apples_iphone_men
_prefer_google_android_nielsen_finds

Frequency Example
 Apple Inclusive has seen a
prolific rise in its sales to about
51% (Ostojić et al. 2017).
 It is the highest percentage of
sales as compared to past
financial records of
performance.
(Source:
https://www.statista.com/statistics/263444/sales-of-apple-mac-compute
rs-since-first-quarter-2006/
)

Continued
 Frequency of sales has
increased with frequency of
updating of apps
 It has seen remarkable
frequency of sales performance
from 2007 to 2017 (Aguiar and
Waldfogel, 2018). (Source: https://mediakix.com/blog/apple-statistics/
)

Cost per thousand
 The CPT or cost per tap varies
between $3.48 and $2.81 per
tap in true terms (Kaur, 2017).
 The target is to reach $50 per
tap (Galinato et al. 2018). The
basic budget to be spent is
around $2.8 billion in
marketing plans based
executions in genuine
manners.
(Source: https://www.macrumors.com/guide/apple-card/)

Continued
The cost per
acquisition is
optimized as per
benchmarking level
of cost-benefit analysis (Tancos
and Cox, 2017).
It is about $1.76
currently on average
at present.
(Source:
https://splitmetrics.com/blog/2019-apple-search-ads-ben
chmarks-by-categories/
)

Social media schedule example
 There are approximately 121000
followers in Apple based mobile
networking coverage (Fuoco and
Leveridge, 2015).
 It targets wider use of social media
by its sold items as compared to
other companies (Bi et al. 2019). (Source:
https://medium.com/@nick_hessler/apples-totally-bi
zarre-social-media-strategy-that-makes-perfect-sense
-a10d050f4d46
)

Continued
Apple support system is
met with 22000 tweets on
average(Caron and Light,
2016).
Apple based social media
has the widest coverage
of network users.
(Source:
https://www.campaignlive.co.uk/article/social-
media-users-give-verdict-apples-iphone-se/139
3441
)