Apple

By New Vision Consulting

Presented by New Vishion Consulting

AE (Team Leader)-Rob Khonry

AAE(Advertising)- Rob Khonry

AAE(PR)-Wes Grible

AAE(Interactive/Internet Marketing)-Marissa Molnar

AAE(DM, sales promotion, personal selling)-Matt Komsa

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Presented to the IMC class

“We keep it simple”

Situation Analysis: Introduction

Launch of the new 3GS iPhone by Apple Inc.

 The purpose of the IMC campaign strategy is to increase awareness about the 3GS iPhone and educate the 18-25 year old demographic.

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Situation Analysis :Internal and External Factors

Internal Factors1. Exceptional customer service and

assistance2. Their retail staff is very

knowledgeable about the products. External Factors

1. One of the main reasons for Apple’s I phone 3GS large market share is due to exceptional customer service and assistance given to the consumer (Consumer Report).

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Situation Analysis: SWOT Analysis

Strength◦Loyalty◦What turns you

on?Weakness

◦Falling short◦AT&T=

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Situation Analysis: SWOT Analysis Cont…

Threat◦Are you Smart?◦Cydia Store & Rock

Your Phone◦College = Student Loans

Opportunity◦YouTube◦WOM◦Apple insider

Study

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Situation Analysis: Primary Research

Interview- college students in their natural setting

Survey- 30 participants (18F/12M)

Research Findings- Descriptive Statistics

30 1 7 5.53 2.193

30 1 7 4.33 2.202

30 1 7 3.00 2.274

30 1 7 2.30 2.292

30

$100-$150

$151-$200

$201-$250

$251+

Valid N (listwise)

N Minimum Maximum Mean Std. Deviation

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Planning: TargetingCollege StudentsAges 18-25Closest competitor is

Rim (Research in Motion) A.K.A. Blackberry

Those who want better service with greater reach and fewer dropped calls.

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Planning: PositioningPositioning strategy: “positioning

by product user”◦Identification or association with a

specific group. (trendy college kids)

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Planning: Goals and Objectives

Objective time line◦6 months

First objective: Increasing Awareness (of the 3GS) by 50% by the 4th quarter of 2009

Second objective: Change attitude and opinion◦By using credible mediums like PR,

via TV, publications

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Implementation: Media Strategy

How will objectives be accomplished?

Media strategy ◦Channels to be employed to get the

message across… Publication PR Event Television Direct Marketing Internet/Media

Level & frequency you hope to achieve

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Communication: Message Strategy Cont…

Message strategy◦Message to be communicated in…

Publication PR Event Television Direct Marketing Internet/Media

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Communication: Integration

How are different types of communications integrated to achieve objectives?

Best integration of promotional options◦PR

Explain

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Communication: Integration Cont…

Consumer Decision process1. Problem/Recognition2. Information 3. Alternative Evaluation4. Purchase Decision5. Post-purchase Decision

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Communication: Media Calendar & Budget

    MEDIA CALENDAR    

             

  August September October November December January

Publications *

           

           

PR EVENT

           

           

Television

           

           

Direct Marketing

           

           

Internet/ Media

           

           

   

* school newspaper, school publications, flyer, and posters.          

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Evaluation: ROB Fill IN PleaseEvaluation factors should be used on your

objectiveInclude what methods Will you use to measure

◦ Example Message exposure Awareness Attitude Audience actions/ behaviors

Explain the campaign plan limittion (sample size and sampling method) and suggestion for future campaign plan◦ Can continue the PR event for each fresh semester

if it is perceived well.

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