Detailed Integrated Marketing Communication Plan for Apple Inc.

This report presents an integrated marketing communication (IMC) plan for Apple Inc. The report begins with outlining the marketing communication goals and objectives, aiming to increase brand awareness and sales within a six-month timeframe. It then details a re-designed message key, positioning Apple as a provider of exceptional value through user-friendly technology. The target audiences are identified as teenagers, college/university students, businesses, and individuals interested in advanced technology. The marketing communication mix includes print media advertising (newspapers, magazines, billboards) and social media advertising (Twitter, Facebook, Instagram). A six-month media schedule with a budget of $50,000 is proposed, estimating a 90% reach of the target audience. Finally, the report suggests three campaign evaluation methods: measuring market share increase, assessing profitability growth, and conducting consumer behavior evaluations through social media surveys and word-of-mouth analysis. The report concludes with a list of relevant references and bibliography.

Running head: IMC PLAN OF APPLE INC
IMC plan of Apple Inc
Name of the University:
Name of the Student:
Authors Note:

1IMC PLAN OF APPLE INC
Table of Contents
Part 1.................................................................................................................................2
Marketing Communication Goal and Objectives............................................................2
Re-designed Message Key............................................................................................2
Target Audiences...........................................................................................................2
Part 2.................................................................................................................................3
Marketing Communication Mix.......................................................................................3
Six Months Media Schedule..........................................................................................4
Part 3.................................................................................................................................5
Suggestion of Three Campaign Evaluation Methods....................................................5
References and Bibliography............................................................................................6

2IMC PLAN OF APPLE INC
Part 1
Marketing Communication Goal and Objectives
IMC goals and objectives of Apple Inc are indicated below:
 To increase brand awareness of Apple inc along its target consumers by 10%
within six months of its IMC plan launch
 To increase sales of the company through increasing reach of its promotional
messages to potential target consumers by 15% within six months of its IMC plan
launch
Re-designed Message Key
Through implementing IMC plan, Apple Inc is focused on communicating its
promotional message intended for marketing its image in all its retail outlets. The re-
designed IMC message of the company will be to position itself as a brand that delivers
exceptional value to consumers through technological and user-friendly product
offerings that can enhance their lifestyle (Annualreports.com. 2019).
Target Audiences
The target audiences of Apple Inc for its IMC plan includes the teenagers and
mostly the college and university students that are highly active on the social media
sites and are highly interested in using highly advanced technological products and
focus on attaining information on the social media sites. In addition, target audiences
also include businesses as well as individuals that demands for exquisite technological
lifestyle (Kanagal 2015).

3IMC PLAN OF APPLE INC
Part 2
Marketing Communication Mix
The marketing communication mix of Apple Inc is indicated below:
Apple Print Media Advertising
The company will employ traditional media advertising mediums for
communicating its promotional messages that will include mediums such as
newspapers, magazines and billboards. These traditional media channels will be
employed through featuring images of technological innovators fir brand promotion
(Finne and Grönroos 2017).
Apple Social Media Advertising
Apple Inc will employ social media advertising tools such as Twitter, Facebook
and Integram in promoting its brand through communicating the product features along
with technologically advanced electronic gadgets to attract attention of all its target
audiences (Finne 2017).

4IMC PLAN OF APPLE INC
Six Months Media Schedule
Total Budget Month Jan Feb Mar April May June Reach Continuity TOTALS
$50,000.00 Frequency 1 2 2 2 2 2 14
$3,571 $3,571 $7,143 $7,143 $7,143 $7,143 $7,143 $50,000
MEDIA SOURCE
Newspaper advertisement $100.00 $100.00 $100.00 $100.00 $100.00 $100.00 30% of target audiences 3 months $600.00
Magazine advertisement $150.00 $150.00 $150.00 $150.00 $150.00 $150.00 20% of target audiences 4 months $900.00
Travel $180.00 $180.00 $180.00 $180.00 $180.00 $180.00 40% of target audiences 5 months $1,080.00
Television Advertisement $700.00 $900.00 $1,100.00 $1,300.00 $1,500.00 $1,700.00 50% of target audiences 6 months $7,200.00
Publicity $200.00 $200.00 $200.00 $200.00 $200.00 $200.00 40% of target audiences 7 months $1,200.00
Office Equipments $210.00 $210.00 $210.00 $210.00 $210.00 $210.00 60% of target audiences 8 months $1,260.00
Radio Advertisement $220.00 $220.00 $220.00 $220.00 $220.00 $220.00 30% of target audiences 9 months $1,320.00
Events $230.00 $230.00 $230.00 $230.00 $230.00 $230.00 45% of target audiences 10 months $1,380.00
OTHER
Training and Education $150.00 $150.00 $150.00 $150.00 $150.00 $150.00 45% of target audiences 4 months $900.00
Volunteer Costs $170.00 $170.00 $170.00 $170.00 $170.00 $170.00 50% of target audiences 5 months $1,020.00
Accountancy Expenses $180.00 $180.00 $180.00 $180.00 $180.00 $180.00 70% of target audiences 6 months $1,080.00
Website and Social Media $250.00 $350.00 $450.00 $550.00 $650.00 $750.00 80% of target audiences 7 months $3,000.00
Refreshment $900.00 $1,000.00 $1,100.00 $1,200.00 $1,300.00 $1,400.00 90% of target audiences 8 months $6,900.00
$210.00 $210.00 $210.00 $210.00 $210.00 $210.00 40% of target audiences 9 months $1,260.00
Total $3,850.00 $4,250.00 $4,650.00 $5,050.00 $5,450.00 $5,850.00 $29,100.00
Balance $3,571.43 $10,714.29 $17,857.14 $25,000.00 $32,142.86 $39,285.71 $50,000.00
Web
Table 1: IMC Six Months Media Schedule
(Source: Authors Creation)
The table above indicates that the integrated marketing communication plan of
Apple Inc is proposed for the duration of six months and an estimate budget of $ 50000
has been allocated for successful launch of the social media and traditional media plan.
From the media plan it is gathered that continuity of the media plan will be till the 10
months period and media reach is estimated to go up to 90% of the target audiences.

5IMC PLAN OF APPLE INC
Part 3
Suggestion of Three Campaign Evaluation Methods
The marketing communication mix campaign of Apple Inc will be evaluated
through implementing the below mentioned evaluation methods:
 Apple Inc can measure its increase in market share after implementation of its
social media as well as traditional media campaign (Andrews and Shimp 2017). It
is estimated that through implementation of the social media and traditional
marketing media campaign the company anticipates to attain 10% increase in the
market shares within 6 months of IMC plan launch.
 The company can also evaluate effectiveness of its IMC media plan through
observing increase in its overall profitability (Camilleri 2018). It is anticipated that
the company will attain 15% increase in the profitability within 6 months of IMC
plan launch.
 Consumer behavior evaluations through carrying our survey on the social media
platforms can also facilitate in evaluating the effectiveness of IMC plan
implemented by Apple Inc (Dissanayake and Amarasuriya 2015). Consumer
reviews will be attained through increasing the positive word-of-mouth
percentage increase by 8% within 6 months of IMC plan launch.

6IMC PLAN OF APPLE INC
References and Bibliography
Andrews, J.C. and Shimp, T.A., 2017. Advertising, promotion, and other aspects of
integrated marketing communications. Nelson Education.
Annualreports.com., 2019. [online] Available at:
http://www.annualreports.com/HostedData/AnnualReports/PDF/NASDAQ_AAPL_2018.
pdf [Accessed 3 Oct. 2019].
Camilleri, M.A., 2018. Integrated marketing communications. In Travel marketing,
tourism economics and the airline product (pp. 85-103). Springer, Cham.
Dissanayake, R. and Amarasuriya, T., 2015. Role of brand identity in developing global
brands: A literature based review on case comparison between Apple iPhone vs
Samsung smartphone brands. Research journal of business and management, 2(3),
pp.430-440.
Finne, Å. and Grönroos, C., 2017. Communication-in-use: customer-integrated
marketing communication. European Journal of Marketing, 51(3), pp.445-463.
Finne, Å., 2017. Communication-in-use: customer-integrated marketing
communication. European Journal of Marketing, 51(3), pp.445-463.
Kanagal, N.B., 2015. Innovation and product innovation in marketing strategy. Journal
of Management and marketing research, 18(4).
Moravcikova, D. and Kliestikova, J., 2017. Brand building with using phygital marketing
communication. Journal of Economics, Business and Management, 5(3), pp.148-152.

7IMC PLAN OF APPLE INC
Patti, C.H., Hartley, S.W., van Dessel, M.M. and Baack, D.W., 2017. Improving
integrated marketing communications practices: A comparison of objectives and
results. Journal of marketing communications, 23(4), pp.351-370.
Sharma, R., Ahuja, V. and Alavi, S., 2018. The future scope of netnography and social
network analysis in the field of marketing. Journal of internet commerce, 17(1), pp.26-
45.