The report will discuss the brand positioning and any recommendations for future IMC planning.
The report will discuss the brand positioning and any recommendations for future IMC planning. They are global in terms of computer electronic consumable sales.
Apple position themselves as a top of the range brand with pioneering innovations and consumer needs and wants in mind. Apple is committed to remaining in the forefront of innovation and quality, and therefore will sustain their competitive advantage in a rapidly evolving market.
The theory behind IMC is to use all aspects of marketing communication such as Advertising, Public Relations, Direct marketing and Personal selling to attain and sustain long-term customer relationships while strengthening brand awareness and increasing profits.
Their leadership in innovation gives the brand competitive advantage and this has fed the want and desire for the brand by consumers. However, their marketing on innovation and design of the iPad also catches the attention of new potential consumers. To many the technology was not totally new, but the concept was and Apple focussed on that.
Previous products from Apple put their brand in the limelight and made any new product launch a much anticipated one. Firstly, we should look at the brand positioning and how the iPad fits in.
Brand Positioning Brands and the management of brands have become very important elements of culture and the economy. The master of the Apple brand was Steve Jobs who was an excellent brand marketer and core to what Apple is today.
Doing this allowed the company to diversify and expand into the world of mobile devices and more. Just as the products are very important for competitiveness, the brand is too, and the Apple brand certainly has succeeded in building up a very valuable good: This makes it Ipads integrated marketing communications report to promote and sell the iPad.
In fact, some brands over time become cult brands: They were that the iPad was between two already highly successful mobile devices, the laptop and the smartphone, and very importantly that the iPad had competitive advantages over each. Apple brand followers were instantly excited and could not wait for the release of the iPad so they could be the first to have it, whether they needed such a device or not!
The iPad was a game-changer in the tech world when released in April of and some believe it may end the personal computer era such is the strength of the brand. The initial thought on the iPad by the media was that it was just a big iPhone that could not be used for regular phone calls, so who would want something like that?
Apple believed, like for the iPod, that the iPad was for everyone. The task, therefore, was to use communications to inform world audiences that the iPod and now the iPad was for everyone, not just a select few Fill, The iPad had the potential to target music lovers of all ages and denominations, it was a learning tool for both students and professionals with the addition of thousands of applications apps available.
Target market and segments Segmentation is necessary because a single product is unlikely to meet the needs of all customers in a mass market Fill, This should be the case for most products, however the iPad is satisfying many needs and desires.
For example, due to the variety of applications available, the iPad becomes an educational tool, a recreational tool, a business tool and a communication tool, all of which the iPad was designed for. It is clear the device is equally good for home use as well as business for both genders.
The need to communicate through channels such as social media, example is Facebook, and websites specifically designed for mobile devices such as iVillage for women, make the iPad a very attractive device as it is stylish, light weight and now trendy to own one.
Consumers of all ages and backgrounds can potentially own one as the price of the base model is relatively acceptable in terms of technical devices is concerned.
Because of the potential to increase productivity businesses are scrambling to purchase the iPad, students and colleges want them, and they are seen being used by news broadcasters and presenters not to mention government representatives. Apple do not appear to target markets like other companies do, they tend to target people.
They managed to present complex technology in an easy, user friendly and fun way, a key to their success in many markets. Apple continued on the successes of previous products when launching their iPad product, using images and reminders of what those previous products have done for the world.
Their marketing communications for the iPad very much focused on what the company has done and what they are best at. In the keynote presentation of the iPad, the company reminded us that in OctoberApple revolutionised the way people listen to music with the iPod, in April Apple revolutionised the way people buy music, videos and games with iTunes.
Steve Jobs on many occasions has stated that he loves Apple products and their customers. This shows in the customer support Apple has invested in.
The company internally is well briefed on how Apple wants to be perceived, again this shows in how secrecy shrouds products prior to their launch. Their communication mix is very much audience focused and always consistent. The message for iPad is clear, it is a device for the individual who could personalise it and bring it anywhere.
Their approach has always been the same, but different to other organisations, their introduction was somewhat spectacular due to the fact that products prior to launch were always successfully kept a secret. This made Apple brand fans excited and other consumers intrigued. The main forms they use are social media, online advertising, presentation keynotes and sometimes viral marketing!
Either way, the message is clear and simple; the product is exciting, fun and easy to use.The IKEA integrated marketing communications plan was prepared strategically, on the basis of research and creative thinking.
It is designed to target three market segments that fall within our. Jun 27, · An integrated marketing communication plan uses the same thematic message in different types of promotions.
The idea behind the message remains consistent whether consumers see a magazine ad or.
Jan 16, · Integrated marketing enables a company to speak with a unified voice regardless of channel or device. It creates a surround-sound effect that amplifies your brand in an increasingly chaotic.
Apple’s iPad is a tablet computer adding a new genre to their mobile devices. The report will discuss the brand positioning and any recommendations for future IMC planning. Apple’s corporate headquarters are based in California in the US in the heart of the Hi-tech industry. They are global in terms of computer electronic consumable sales.
The IKEA integrated marketing communications plan was prepared strategically, on the basis of research and creative thinking. It is designed to target three market segments that fall within our.
An integrated marketing communication plan uses the same thematic message in different types of promotions. The idea behind the message remains consistent whether consumers see a magazine ad or.