BSc BMP4004: iPhone 12 Marketing Campaign & Skills Assessment

This portfolio presents a marketing campaign designed for the iPhone 12, targeting tech-inclined individuals aged 25-44. It outlines campaign objectives, including enhancing brand awareness, boosting profits by 20%, expanding the customer base, and improving audience engagement by 15%. The campaign plan utilizes various social media platforms such as Facebook, Instagram, Twitter, YouTube, and a dedicated website, each strategically employed to align with the AIDA model (Awareness, Interest, Desire, Action). The reflection section evaluates the effectiveness of these communication tools, emphasizing the impact of digital technology on consumer behavior and the importance of adapting marketing strategies to leverage these advancements. The analysis incorporates Gibbs' Reflective Cycle to assess the campaign's planning and execution, highlighting the significance of social media marketing in achieving competitive advantages and fostering customer engagement.

BSc (Hons) Business Management
BMP4004
Contemporary Issues in Marketing
Assessment 2
Practical Skills Assessment Portfolio
Submitted by:
Name:
ID:

Contents
Introduction 1
Campaign objectives p
Measurement of success p
Campaign plan p
Communication 1: Facebook p
Communication 2: Instagram p
Communication 3: Twitter p
Communication 4: YouTube p
Communication 5: Website p
Reflection on Campaign p
Conclusion p
References p

Introduction
In current time, there are several issues are raising in the field of marketing that
further affect the success of marketing campaign of a company (Grima, Özen and Boz, 2021).
The current portfolio will cover the marketing campaign for iphone 12 that is designed in
order to target the people of age group between 25 to 44 who have higher inclination towards
technology. The study will cover objectives of campaign along with the ways to measure the
success. It will cover the campaign plan using different social media platforms such as Face
book, Instra Gram, Twitter, You tube and website. At end, it will include reflection of
campaign that will help in evaluating the success of campaign.
Campaign objectives
 To develop awareness regarding launch of iphone 12
 To enhance the profit of the brand by 20 % .
 To enhance the current customer base of the product.
 To improve audience engagement rate by 15% in 2022.
Measurement of success
 Enlargement of the profit margin of company due to increasing demand of iphone 12
in market.
 Increasing iphone users across the globe so that will demonstrate the brand awareness
among customers.
 Frequent purchase from the loyal customers which can be measured by analyzing the
data of customers.
 Reviews provided by the customers after purchasing the iphone 12.
Campaign plan
Week 1 Week 2 Week 3
Communication 1:
Facebook
Create a separate
page of iphone 12.
Here, it is required
In this week, a video
of iphone need to
post on the Face
Run a comedown
before the launch so
that customers go

to use updated and
the recent profile
picture and also put
a link on the page
which will direct
customers to the
website.
book page. It will
cover the attributues
and unique features
of iphone 12.
for the advance
booking.
Communication
2:Instragram
Make a separate
page for iphone on
instragram and use
the page to promote
the product.
Make a video
including features of
iphone and post it
over the official
account with
suitable hashtags.
Announce discounts
and offers. It is
possible to use the
conditions such as
like the page and
invite friends to do
the same.
Communication 3:
Twitter
On the twitter
account of company
put the pictures of
iphone 12 and create
a positive
environment among
users before the
launch.
Here, it is required
to post the pictures
regularly in order to
maintain curiosity
among audience.
A poll can be run
where users need to
guess the new
feature of iphone.
Communication 4:
You Tube
Firstly, there is
requirement to make
a separate channel in
order to promote the
products.
Here, it is required
to appoint a well-
known personality to
advertise the
product. It will help
in gaining attention
of users in an
efficient manner.
In You tube channel,
previous user of the
brand can be invited
to share their views.
It will help in trust
building and also
prove helpful in
attracting more new
users.
Communication 5:
Website
The website of the
company need to
Company needs to
offer discounts and
Here, a section of
FAQ need to include

include a highlighted
option that will tell
visitors about the
new launch of the
company.
other offers to some
initial buyers. This
strategy will help in
attracting buyers. In
addition to this,
there are all
necessary
information related
to the product need
to present on
website.
in the website. This
section will include
some basic queries
of customers which
they face while
purchasing the
product. It will help
in minimizing the
doubts of customers
efficiently.
Communication 1: Facebook
In facebook campaign, the awareness aspect of AIDA model is applied. The post of
iphone 12 will help the customers to know the latest features of iphone. Here, Face book has
also link with the interest aspect of AIDA model as it generates want among customers to buy
the product (Lehman, Fillis and Wickham, 2021).
Fig: 1
Communication 2: Instagram
Instragram is more helpful in interacting with the customers as the target segment of
iphone 12 can be easily found on this platform. Here, the awareness feature of AIDA model
will leverage through posting pictures on the instragram page of the company. Further, it will
generate the interest of users and eventually increase the sales.

Fig: 2
Communication 3: Twitter
Twitter is a communication tools that will help in the success of campaign. It is
possible to spread the awareness and generates interest among customers by posting the
pictures of iphone 12 on Twitter account of company (Mogaji, 2021). In addition to this, it
includes the another component of AIDA model that is desire. Communication through
twitter will help in generating desires among buyers.
Fig: 3
Communication 4: YouTube
This communication medium can be used for awareness and generating interest of
users. Here, customers feel more connected with video post that will further facilitate the
positive actions of users in terms of purchase the product (Grima, Özen and Boz, 2020).

Fig: 4
Communication 5: Website
Here website is used in order to aware the customers regarding new launch
(Domanovic, 2020). It includes all the elements of AIDA model. It helps in spreading
awareness, generate interest, convert it in desire and at the end induce visitors to take final
action of purchase.
Fig: 5
Reflection on Campaign
The reflection is based on the use of 5 communication tools in the field of digital
marketing. These tools are Face Book, Instra gram, You tube, Twitter and website. There is

discussion about AIDA model that affect the buying behavior of customers profoundly and
eventually lead them towards taking positive actions in terms of purchase the product. The
objective of campaign is to enhance the sales, engagement of customers and number of loyal
customers by making efficient use of the respective communication tool. Further what I have
concluded and understand about concept where digital technology has been developed and
creates high benchmarked in society. New advanced resources makes a positive impact as
well as I have also explored the importance and benefits about new advanced technology to
sustain in effective outcomes generated. To more analyzed I got through the importance and
advantages of digital technology along with what were the challenges that makes more
implication. With this, objectives were cleared that to develop awareness about the iphone 12
model with enhance more 20% profit and expand the market. As I know that iphone is one of
the biggest brand driven by Apple Company. The customers are premium based where they
always seek towards new models. For that, I created an objective that high customer audience
were required for Apple new iphone 12 model. After objectives were cleared there was
success measurement in which company got to enhanced proper profit margin by creating
more awareness among customers. As I have noticed that Apple company has its high level
of loyal customers that makes more interaction with new models. This can be one positive
factor for iphone 12 model to effective increase the sales part.
From more analyzation there are more explanation by making campaign plan which
marketing team have had been created. As what I understood that they have approached
Social media Marketing strategy to promoted their Apple iphone 12 brand model on
different social media platform such as Facebook, Instagram, Twitter, You tube and different
websites. Through this strategy it makes allows more opportunities to attain better
competitive growth which is enhanced to brought more competitive advantages.

Figure 1:Gibbs Reflective Cycle., 2020
Source: https://www.mindtools.com/pages/article/reflective-cycle.htm
By using Gibbs reflective cycle model to evaluate self reflection for specific topic effectively
to explore their own experience. There are some of factors explained with relevant steps
understand to self explanation. Step 1: Description: This is a first step of Gibbs reflection by
describe the situation or their experience. For having objectives to expand the Apple iphone
12 model brand where I have describe about model information. The only agenda is to
analysed about what happened, how it would happen, why it were to objective verified.
Through this I have highlighted about the main objective was to make iPhone 12 model to
promote through created Campaign plan of Social media marketing strategy. Step 2: Feeling
During applying this model I have already scrutinized the information related to my
objectives. The motive was to expand the Apple iPhone 12 model in competitive market. I
had mixed feelings where different thought process while promoting their thoughts and
description feelings. As what I analyzed that there is a tuff competition in technology but
Apple iPhone does not have any competition they captured wide range of market. By using
social media platform to promote their iPhone brand 12 model to better engage more
customer interaction that helps to engaged competitive advantages. the Apple iPhone is
having their own loyal premium customer where I have measured that their buying capacity
has more as well as more they have also excited about new model of Apple iPhone brand.
Step 3: Evaluation: This is third step, in that Apple iPhone brand 12 model makes more
measured about positive and negative outcomes which generated to effective examined

situations. As Social media marketing approach has been to make situation effectively
contributed by promoting the iPhone model brand to attain more customer interaction. The
positive result generated that its easy Apple iPhone 12 brand to execute their more customer
enlarged to provide them better specification how Apple iPhone 12 model is performing in
competitive market. Step 4: Action Plan: It is last step on which Action plan is execute by
analysis of above factors. The main objective is to mapping Apple iPhone 12 to promote in
social media platform for effective competitive advantages attained. But what I suggest the
action plan to make better examined market trends. To promote the model Apple company
approach Social Media Marketing strategy and digital marketing as well. Through these
strategy it helps to gain more opportunities on wide scale that driven to evaluate target some
of social media platforms such as Facebook, Instagram, You Tube and websites as company
would get more customer engagement. Because audience are highly active to in some of
social media platform where they get to attain more competitive advantages effectively.
Conclusion
It is concluded out of above-mentioned information that there are ample of tools are
used for the purpose of communication. There is discussion regarding marketing campaign of
iphone 12. Here, a proper communication plan has been prepared with the use of different
communication tools such as Face book, Instr gram, You tube, Twitter and website. Finally,
there is implication of AIDA model in order to evaluate the effectiveness of campaign.

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