groupassignment plan implementation of an integrated marketing communication program for apple company

Integrated Marketing Communications MKT304-GROUP ASSIGNMENTPlan implementation of an integrated marketingcommunication program for Apple Company Class: MKT1602Lecturer: Đoàn Thị Thanh Hư

Integrated Marketing Communications

-MKT304 GROUP ASSIGNMENT

Plan implementation of an integrated marketing communication program for Apple Company

Class: MKT1602

Lecturer: Đoàn Thị Thanh Hương

Course: MKT304 - Integrated Marketing Communication Date: Winter 2022

Team members: Nguyễn Hoàng Tuấn - HS170478 Nguyễn Hải Nam - HS170419 Hoàng Nhật Minh - HS170508 Nguyễn Tuấn Hùng - HS170498 Nguyễn Nhật Anh - HS170453

Table of Contents

I Introduction 3

1.1 Company 3

1.2 Products 3

1.3 Objectives 4

II Analysis of Promotional Program Situation 4

2.1 Internal analysis 4

2.1.1 Promotional/ Marketing Department organisation 4

2.1.2 Firm’s ability to implement promotional program 5

2.1.3 Agency evaluation and selection and review of previous program results 6

2.2 External analysis 7

2.2.1 Consumer behaviour analysis 7

2.2.2 Market segmentation and target marketing, market positioning 8

III Analysis of Communication Process: 9

3.1 Analyse receiver’s response processes 9

3.2 Analyse source, message, channel factors 11

IV Develop Integrated Marketing Communications Program 12

4.1 Advertising: 12

4.2 Direct marketing: 13

4.3 Digital/Internet marketing 13

4.4 Sales promotion 14

4.5 Public relations/publicity 14

4.6 Personal selling 15

V Budget Determination 15

5.1 Set tentative marketing communications budget 15

5.2 Allocate tentative budget 15

VI Evaluate promotional program results/effectiveness (How/ tools) 16

6.1 Google Analytics 16

6.2 Conversion rate 16

6.3 Cost to have customers 17

6.4 Sources of social media information 17

6.5 Customer engagement rate 17

6.6 Break-even point 17

6.7 Rate of customer acquisition from advertising 18

6.8 Click-through rate 18

VII Conclusion 18

VIII References: 19

APPLE’S ENTERPRISE

I Introduction

Apple Inc is a global technology firm with headquarters in Cupertino, California, thatspecializes in consumer devices, software, and online services Apple is the world's largest firm by market capitalization as of June 2022, the fourth-largest personal computer vendor by unit sales, the second-largest producer of mobile phones, and the largest technological business by revenue (totaling US$365.8 billion in 2021) Together with Alphabet, Amazon, Microsoft, and Meta, it is one of the Big Five American IT firms

1.1 Company

Apple provides a wide range of services and products, including the iPhone which is one of Apple’s most popular products It was founded in 1976 by Steve Jobs and SteveWozniak Apple is headquartered in Cupertino, California This research and practicalexperience have led to cutting-edge technology that helps them continually provide the best product possible It all started with a mouse: it was a revolutionary input device for personal computers that enabled multiple commands in one continuous motion That small black rectangle would eventually become an iconic symbol of what we now know as the “Macintosh” computer, which Steve Jobs introduced to the masses in 1984

This computer would soon become a success, so much so that it would launch a revolution in the way that we interact with a computer Apple’s simplistic and easy-to-use Operating System (OS) was built with one goal in mind: to make technology accessible to everyone This system was different from anything else on the market at the time because of its ease of use, which made it accessible to more than just computer programmers Allowing everyone to use this type of software opened up a whole new world of possibilities for how people interacted with computers–and each other through computers

1.2 Products

Apple’s product portfolio includes iPhone, iPad, Mac, iPod, Apple Watch, and Apple

TV It offers various consumer and professional software applications such as iOS, macOS, iPadOS, and watchOS, iCloud, AppleCare, Apple Pay, and accessories Applesells and delivers digital content and applications through Apple Store, App Store

II Analysis of Promotional Program Situation

2.1 Internal analysis

Apple Company's innovative product design and high-level usages produce inequality

in the personal computer (PC) industry The Macintosh platform has been a key tool inboosting Apple Inc.'s success The "incorporated structure" of the PC was Apple's unique marketing ploy that supported both the Macintosh and its unique operating system (OS)

The company's performance as a clever organization has been outpaced by the recent advancement in the "User Electronic Sector." The future entertainment business has seen tremendous success with innovative products like the iPhone and iPod Customers have a lot of faith in Apple's smart devices and they always look forward tosticking with different manufacturers The company maintains its pricing strategy different from that of its rivalries which provide personal computers and other music systems at low cost

2.1.1 Promotional/ Marketing Department organisation

Apple has a product-based group strategy, which entails that they concentrate on user demands, perceptions, and values while developing new products

Top managers in every department, including the marketing division, have the authority to take significant commercial decisions without reporting to or requesting the CEO's permission

Because it is simple to manage and offers the most scope for input and innovation, thisdesign promotes the product-based group marketing structure

Large modifications or choices might unfortunately take a while to make since folks atlower levels in the hierarchy do not have as much of an opportunity to participate in decision-making

2.1.2 Firm’s ability to implement promotional program

Table 1: SWOT analysis of Apple

Strengths Weakness Opportunities Threats

Most Valuable Brand High Priced Products Consistent Customer

Growth

After effects ofCoronavirus Outbreak

Globally Iconic Limited Advertisement

& Promotions

Qualified Professionals No Effective

Countermeasure forAir Tags

Top Technology Entering into Area of

Non-Competency

Expansive DistributionNetwork

Apple Bullied ByCounterfeits

Brand Of Choice Incompatibility With

Other Software

Lack of Green Technology Increasing Competition

Proficient Research &

Utilize Artificialintelligence

China Tariffs

Expansion in services Integrate Stronger

Parental ControlSoftware

Expand Music StreamingServices

Lawsuits

2.1.3 Agency evaluation and selection and review of previous program results

In order to promote changes in the areas of labor and human rights, health and safety, the environment, management systems, and ethics, supplier performance is evaluated against our Code and Standards Depending on the size of the supplier's activities, assessments are a thorough and rigorous procedure that can take anywhere from a day

to more than a week

An assessment includes in-depth document examinations, a careful site inspection, and interviews with the management and staff of the provider

Interviews with suppliers' staff take place in their native tongues and without the managers' presence We check in with the employees of the suppliers we interview to make sure they didn't face any negative consequences for speaking with auditors To assess suppliers against more than 500 criteria, confirm compliance, and pinpoint areas for improvement, we collaborate with impartial, outside auditors Each facility isscored on a scale of 100 points for each of the three assessment areas (labor and human rights, health and safety, and environment), and the facility's composite score for the year is the average of these values Every year, we also carry out unannounced inspections and visits in response to complaints or to make sure that infractions have been corrected

We require many of our suppliers to go through the Responsible Business Alliance's (RBA) Validated Examination Program (VAP), a facility-wide, third-party assessment that is widely utilized in the industry, in addition to third-party Code of Conduct assessments

2.2 External analysis

Table 2: External Factor Analysis Summary (EFAS)

External factor Weight Rating Weight-score Remarks

Opportunities

Barriers to entry in the

technology sector

22 3 66 High product reliability,

soaring economy of scope,soaring client switchingcost as a result of distincthardware & software,charge benefits viacopyrights & secretproceduresComplements 17 3 51 Powerful and reliable

Designer group - highquality and value additionTechnological

pressures

18 5 90 High novelty and R&D

headship - potential firstmover benefit

25 3 75 Combine sector with

pricing issues - decreasingprice circle

Social pressures 18 3 54 Increasing unreliability

among young people

Total 100

2.2.1 Consumer behaviour analysis

Motivation is one of the psychological factors that affects consumer purchasing

behavior An internal drive to buy a new product is fueled by a variety of variables

(Pielot et al., 2010) The desire for a smartphone may arise when using an outdated

analog phone due to ads, technological advancements, or certain sociological

circumstances Additionally, not having a cell phone compels one to buy one

Additionally, a phone may shatter or disappear without the owner's awareness In the

modern world, it is challenging to live without a communication gadget A person is

motivated to get a new cell phone in order to stay up with technological advances by living in a modern environment.

Another element that affects the purchasing decision is the functional requirement, such as learning and business activities It speaks of a person's requirement for

particular capabilities and qualities To appeal to different demographics with a range

of needs and preferences, manufacturers produce mobile phones with a variety of

functions For instance, someone who only needs a phone for making and receiving calls won't purchase a smartphone But those who engage in gaming and social media will get one Many people in the modern world use online social media to socialize and integrate (Ware, 2008) Mobile devices are used by billions of individuals to

access social media sites, online stores, and other platforms People also enjoy change and novel experiences Therefore, someone with an outdated phone might want to get

an iPhone or a comparable cell phone, such as one made by Samsung

2.2.2 Market segmentation and target marketing, market positioning

Table 3: STP chart

Segmentation Type Positioning

Devices: iPhone, iPad, iPod, Mac

Services: Mac App Store, Apple Pay, iCloud, iTunes, and iTunes Store

Brand identity, overall user experience, emotional branding through innovation, imagination, and design,

Geographics

Region US and International US and International

Density Urban Urban

Demographics

18-45 18-30Males & Females Males & FemalesBachelor, newly married

couple, Full Nest I and II

Bachelor, newly married couple, Full Nest I and IIIncome High Earners High Earners

Occupation Professionals,

executives, and managers

Professionals, managers,and students

Efficiency and speed of service

Personality Ambitious and

determined

Ambitious and determined

Psychographic

Lifestyle Explorer, aspirer,

succeeder, resigned

Succeeder, aspirer, explorer

Social class Middle and upper classes Middle and upper classes

III Analysis of Communication Process:

3.1 Analyse receiver’s response processes

Apple successfully applied the AIDA approach while introducing the iPhone

Attention: Apple does not reveal many details about the new product specifications

and features People become excited about the product and build anticipation this way.This is one of Apple's most effective marketing strategies Apples declared that they would be introducing a new product that no one had ever seen before As a result, people became more aware of the new product and raised their expectations of Apple They developed an advertisement, established brand visibility, and raised public interest They simply utilised their phrase, "watch is coming," and did not offer any

product details in the advertisement.

Interest (create interest in brand and product):

When creating an advertisement, you must emphasise your product's or service's advantages and benefits, as well as why people want to use your product

At this point, you must create content that will captivate your reader and entice them

to learn more about your product or service Apple plans how the product makes the end-user stand out and how the product will meet their needs after raising awareness

of the product They demonstrated how the product would improve their customers' lives

When the concept of a home computer first appeared in the 1980s, it quickly gained traction Steve Jobs donated 9,000 Apple computers to California schools, which was considered insane at the time Aside from the tax advantages, this marketing strategy demonstrated Jobs' genius

His goal is to use the "Kids Can't Wait" program - children can't wait - to help childrenbecome acquainted with Apple products while at school This creates a potential generation of users who will most likely continue to use Apple products as they grow older Similarly, Apple has numerous ways to cultivate culture, heritage, and brand influence

Desire (stimulation, wants, and needs of customers):

The identification of any discrepancy between a consumer's actual state and a desired

or ideal state is what we call a need The customer's current state is one of not having

an iPhone, while the desired state is one of having an iPhone Apple, the iPhone's creators, concluded that the need for mobility, flexibility, and dependability are critical

to satisfying everyone involved in the marketing process The customer must be able

to use the iPhone everywhere and always have a connection, it must be possible to use

it in the manner desired, and you must be able to rely on your iPhone at all times

Action (Stimulate customers to take action on the product) :

Following the success of the previous three phases, the final focus is on selling the product There are many innovative technology brands that impress users today, but only a few can make users admire everything from the main product to the box To differentiate itself from the competition, Apple has prioritised the customer experiencethrough the unboxing experience Steve Jobs revealed in 2007, at the launch of the first iPhone product, that Apple had been granted over 200 patents, including the carrying case To talk about this, author Adam Lashinsky in Inside Apple wrote: To understand how meticulous Apple is, look at how they hire an employee to stay in the room for months on end just to do one of the jobs The most boring job - unpacking hundreds of sample boxes The goal is to find a design that delivers the ultimate unboxing experience Specifically, the design of the iPhone's box gives users the feeling of holding the box like holding the real product Right from the first iPhone generation, Apple's box has a minimalistic design with the product name, logo, and real-size image of the product on the lid of the box This does not create information disturbances and customers will immediately visualise how the product fits in their hands

Not only that, Apple also offers the experience of opening an electronic box like opening a jewellery box Unlike many tech product boxes that have to open on the side, most Apple cases have two tight-fitting lids that open by lifting the top lid This reflects the philosophy that Jony Ive, one of Apple's design heads after 1997, has adopted “Product packaging can be like operating a movie theatre.” (Packaging can

be theatre.) It pleasantly surprises users and distinguishes your product Even though many competitors use the same "gift box" design to make a visual impression, Apple continues to stand out in auditory and tactile experiences When the lid is fully opened, it gives a slight "stuck" sensation, requiring a little more force to fully pull it out This is Apple's way of creating a brand sound, similar to the loud sound of Harley-Davidson motorcycles or the opening of a Coca-Cola bottle

3.2 Analyse source, message, channel factors

● Source: Apple

● Reliability: Customers bought Apple's product and used it

● Attractiveness: products with fashionable appearance and modern interface

● Purchasing power: stable purchasing power

● Message: "Think Different"