Imc Plan for Iphone
Essay Preview: Imc Plan for Iphone
Report this essay
Apple is a famous leading company that establish for future growth of electronic technology and telecommunication which serves the customer with various types of functional and entertainment gadget like the IPod, IPhone, and IPad. In January 2007, Steve Jobs, CEO and Co-Founder of Apple, announced that Apple Computer Incorporated would be known as Apple INC”(Apple.com). He also revealed the long anticipated IPhone. From then on its completely revolutionized personal phones and the market for it exploded with Apple leading the way. The iPhone targets consumers who need to store information and communicate or people who want entertainment on the go. Apples target segments consist of pretty much everyone. Currently, the market for high-end phones like the Apple iPhone is huge. Ever since it became affordable, everyone wants one. Internet, video, and PDA features in one device, is the future. With its affordable price, possibilities are unlimited. To build on this, the following integrated marketing communications plan seeks to educate creative consumers about the benefits, convenience and practicality of IPhone use and ownership. With clear Marketing and Communication Objectives and strong Communication Tactics, Apple can easily surpass its competitors and dominate the market even more than they already do.
Technology is moving at rapid speed, faster than we can keep up with it. The level of technology in the world is increasing with Internet awareness and usage for individuals and industries growing right along with it. Everyone wants everything easier and at his or her fingertips. Everyone now leading rushed lives always on the go, the necessity for a cellphone is imperative, yet we dont just want a boring cellphone. We want one that we can check our mail, surf the web and be connected to each other. After the introduction of the first handheld cellphone, companies are fighting for a piece of the pie. Apple needs to be aware that while they were the pioneers of pda style cellphones, their competitors are right on their tail fighting for their consumers, and while many people are loyal brand, nowadays price and technology talks. Some people might forgo their loyalty for the cheaper faster cellphone.
The current objective of Apple is to remain number one in portable phones. They attempt to do this by having differentiation strategy for each of its key products -Mac, iPods, and iTunes, re-establish a retail presence and to design and develop new products using its own. One of Apples strategies is to innovate in the design of new products and to utilize technology convergence in new products. The company is working towards being a leader in the portable digital music players (iPod) and to grow the iMusic market share. They hope to increase sales of PCs and servers and to maintain present growth in revenues and profits and growth in MAC products.
Apples Marketing Objectives for the iPhone needs to focus on continuing to produce a wonderful product, in which fans loyal to the brand will continue on being proud of it. The PR Company needs to focus more on advertising and interactive media. There should not be one person in the world that hasnt heard about Apple and the iPhone. It should be on everyones mind. PR needs to use celebrities to endorse it, there needs to be more commercials on TV so its on peoples mind. The commercials need to really play it up the easiness of us. The younger crowd already knows and love iPhone, but the older crowd might feel threaten by this piece of technology that blows their minds and its something they never thought possible. Apple needs to communicate this through marketing. Their website already offers videos on how to for anything about their products, but it needs to be done in a higher level. Maybe a commercial with an old lady using an iPhone to play Angry birds will portray its easiness of use. That way, it will show the older crowd how anyone can easily use an iPhone.
Advertising is one of Apples favorite methods used to promote the IPhone. “Apple just spent 149.6 million to advertise the IPhone in 2009 fiscal year and $173.3 million in the 2010 fiscal year”(Fiegerman). They advertised through print, broadcast, Internet and support media like billboards and transit in order to introduce new products and sustain existing products. They strategically used different advertising tactics for different products. Moreover, they ensure that their existing customers are kept updated about their new products by email. They also implement below-the-line promotions that use the direct method to induce customers