digital marketing plan apple inc

Apple has combined both traditional forms of marketing and digital marketing to increasethe reach of its products and brands with customers and promote its products.With the traditional

DIGITAL MARKETINGPLAN

LECTURER: TRAN TUYET MINH

LE THU PHUONGĐO THI THU HATRINH KHANH LY

NGUYEN MY HOA

NGUYEN THI XUAN TRANG

This report offers a thorough evaluation of a company's digital marketingstrategy, taking into account its history, vision, mission, products/services,and target customers The 4Ps of the digital marketing mix (product, price,promotion, and place) are thoroughly assessed to determine theireffectiveness Additionally, the report identifies business and marketingobjectives, outlines key data collection questions, and develops anapproach for collecting and analysing the data The company's digitaldata infrastructure is evaluated based on factors such as brand impact,consumer outcomes, customer value, and attribution Based on thisanalysis, the report provides recommendations for improving thecompany's digital marketing strategy By identifying areas of strength andweakness, this comprehensive analysis and measurement can helpoptimise marketing efforts for improved performance, ultimatelycontributing to the success of the overall marketing strategy.

EXECUTIVE SUMMARY

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2Marketing StrategistMarketing AnalystMarketing Analyst

TABLE OF CONTENT

A Introduction

Company IntroductionDigital MKT mix evaluation

B.Digital marketing measurementPlan

C.Recommendations andConclusions

What recommendations can you give to theorganization for its future digital marketingstrategy?

HISTORY

Apple Inc is a global technology company best known for its innovative products such asthe iPhone, iPad, Mac computer, and Apple Watch Steve Jobs, Steve Wozniak, and RonaldWayne founded the company in Cupertino, California on April 1, 1976.However, after 1 year,Ronald Wayne left the company.

Apple's early focus was on personal computers, beginning with the Apple I in 1976 andcontinuing with the Apple II in 1977 These machines were very successful and contributed tothe company's success major in the computer industry.

Apple introduced the Macintosh in 1984, which was intended to be more user-friendly thanprevious models The Macintosh was a huge success, thanks to its iconic mouse andgraphical interface, and it helped popularise the use of personal computers in homes andbusinesses.

Apple released a number of ground-breaking products under Jobs' leadership, including theiMac (1998), iPod (2001), iPhone (2007), and iPad (2010) These devices have transformedthe technology industry and helped Apple become one of the most valuable companies inthe world.

Unfortunately, Steve Jobs died in 2011, but Apple continues to thrive under the leadership ofTim Cook, who took over as CEO in 2011 Apple is now worth nearly $2 trillion and continuesto lead the technology industry, offering a diverse range of products and services tocustomers worldwide.

The Company's products include iPhone, Mac, iPad, AirPods, Apple TV, Apple Watch, Beatsproducts, HomePod, iPod touch and accessories.

Apple also offers a range of other services, such as AppleCare, iCloud, Apple Card andApple Pay.

Product ( Service)

DIGITAL MARKETING MIX

Target consumer

Apple targets the market with medium to high-income households or individuals A studyshowed that of the users have a household earning of $100,000 So, the target market of⅓Apple Inc, is undoubtedly conserved in close to standard to high payroll individuals And theaverage individual income of a user stands to be around $98,000, which is much higher thanusual device owner demographics.

Marketing Mix: In order to be able to compete with "remarkable" competitors such as Google,Amazon, Microsoft, Samsung, Dell, Lenovo, Sony and Facebook, Apple's marketing mixconsists of many different strategies and tactics, respectively with the approach of thesecompeting companies Apple's strategy approach focuses on building a premium brand,leveraging the premium element while ensuring that all 4Ps support maintaining a strongbrand image.

PRODUCT

Although Apple does not have campaigns using consumer co-creation or sharing economy,Apple is considered a revolutionary technology company with great brand value Apple'srevolutions are considered digital revolutions For example:

Including iPod and iTunes Itunes is software that is considered a revolution in the musicindustry Itune is Apple's digital hub, where all of your digital content is stored, changing theway we listen to music When Apple launched the first Ipod, there was the possibility ofiTunes Automatic sync with iTunes Jobs said that with the iPod, listening to music will neverbe the same Because before itunes, the music industry's revenue came from selling CDs,cassettes and vinyl records, the music-sharing service Napster, streaming music throughWindows Music Player The birth of Itunes put an end to the record manufacturers, was thebest and most important software on both Mac and Windows at the time of its birth.Apple Music can be considered as the second revolution of the Iphone Jobs said that AppleMusic would forever change the way we experience music Apple Music has provided alossless version with the audio codec and adopted the Apple Digital Masters audio engine,which automates the creation and decoding of the 256kbps AAC encoding format.In addition, it also provides virtual assistants (applications of AI) on iPhone and Mac phones.Touch ID and Face ID technologies also apply AI and Big Data With virtual reality technology,nanotechnology (A12 Bionic chip, 7nm chip, ) AI chip equipped on Iphone XS MAX, a hugesource of information from Icloud, has helped Apple to stay ahead of competitors othercompetition and have superiority thanks to the application of technology of 4.0.

Apple has combined both traditional forms of marketing and digital marketing to increasethe reach of its products and brands with customers and promote its products.

With the traditional form of marketing, they focus mostly on Advertising, Personal Selling,Public Relations to reach many customers and promote products.

Advertising: Apple is known for its creative and memorable advertising campaignshighlighting its products’ unique features, design, and user experience Theseadvertisements often focus on simplicity, emotion, and storytelling, effectively connectingwith customers and creating a strong brand recall Apple uses a mix of traditional mediatelevision, print, billboards to reach its target audience.

Public relation: Apple often uses product launches, press releases, and exclusive interviewsto create buzz and excitement around its products Apple is also known for its highlyanticipated keynote events, unveiling new products and updates, and generating significantmedia attention and consumer interest.

Personal Selling: Apple has used personal selling in the store, when customers went to thestore and staff will come to you and ask you something like what are you looking for today,and recommend some new products to you The aim of this is to encourage people to buywhen they first hear about the products.

With digital marketing, they focus on social media and user-generated content to promoteproducts.

Apple used the UGC strategy by calling on iPhone users, both amateurs and professionals,to use their iPhones to take low-light photos and share them online with the hashtag#ShotOnIphone The beautiful photos taken in low light were then uploaded to YouTube byApple Besides, Apple also makes users feel special when Apple uses those photos toinclude in its advertising campaigns around the world That further contributes to Apple'sinteraction with its customers, making them feel like part of the community, making Applequickly regain its image in the hearts of fans. 5

PROMOTION

PLACEMENT

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PRICE

Premium pricing strategy

The premium pricing strategy involves offering Apple products at higher prices compared tocompetitors This approach allows the company to maximize profit margins Despite thepotential weakness of high prices, Apple combines premium pricing with branding, innovation,and its organizational culture to maintain competitiveness and profitability

Freemium pricing strategy

Additionally, Apple utilizes the freemium pricing strategy This strategy offers some productsor services for free while charging for enhanced features or additional access For instance,Apple provides 5 GB of free iCloud storage, but customers can pay for more storagecapacity This pricing strategy supports Apple's premium branding and complements its focuson product design and development.

Overall, Apple's pricing strategies in the marketing mix contribute to its brand image andalign with its emphasis on quality and innovation.

Apple Store

Apple has several companies that it can work with to sell its products Apple's stores have anairy design, allowing shoppers to explore products, observe and use them directly beforebuying any products

Commercial collaborator

partners who assist with international product distribution The Ingram Micro is a greatillustration of an Apple business associate The fact that Apple has few commercial partnersbut maintains deep relationships with these partners helps Apple reduce the trouble in thedistribution process, helping it focus more on product research and development.

Retail store

When Apple's products were successful, many retailers who were able to supply the productwere contacted To the extent that Apple's production model is high-priced, it should benoted that a sale may vary choose to buy its product at a particular price.

Mobile network provider

Cellular carriers often offer Apple products as part of service plans For example, in Japan itis au, docomo or Softbank If you register a phone sim in Japan, the sim will be sold with thedevice and customers can pay monthly.

DIGITAL MARKETINGMEASUREMENT PLAN

BUSINESS OBJECTIVE

Business objectives:Since the last quarter of 2022, Apple hasfaced difficult situations due to an increasingly challengingmacro environment, especially after the disruption event at thelargest iPhone factory located in Zhengzhou, China China by theend of 2022 Apple raked in $117.15 billion in revenue for its first-quarter results of 2023, with earnings hit by both the economicdownturn and China's factory problems This is Apple's firstannual quarterly revenue drop since 2019 It could also beclassified as the biggest quarterly drop since September 2016.So Apple is really having a hard time increasing its revenue.Business objective: Increase revenue

India is becoming a strategic focus of Apple Analysts say India'sgrowing population and economy is a potential market for salesgrowth and is ideal for Apple's presence through its marketingefforts and retail.Angelo Zino, senior analyst at CFRA Research,says there's still room for Apple to grow in India: Apple has lessthan 5% share of the smartphone market in the South Asiancountry, compared with around 18 % in China The majority ofsmartphones in both countries use versions of the Androidoperating system made by Google From that, it is a fact thatIndia is the largest market that the iPhone has not been able todominate Most phones sold in India cost less than Apple'scheapest iPhone

MARKETING OBJECTIVE

In addition, the growing middle class and young population willing tospend more money to own a high-end smartphone are Apple's loyalcustomers in India The revenue of Iphone in India is $29 billion, arevenue that shows that Apple has brand awareness in India, but the rateof consideration when buying a phone by Indians is not high becausethere is Many other phone companies that are also trying to capture thephone market share in India such as Samsung, Xiaomi, With cheaperprices than Iphone.=> Marketing objective: increase influenceconsideration of Iphone in India

Business objective: In order to increase revenue, Apple mustincrease influence consideration of Iphone in India

To see whether the assumption of In order to increase revenue, Applemust increase influence consideration of Iphone in India is true or false,here we pose a question to evaluate as follows:

What is the current influence consideration level of the Iphones in India?In this question, we will measure and find out if the Indian peoplecurrently consider Iphone products high or low and the level ofconsideration of Iphone products is what percentage compared to othermobile products others in India The consideration of which phoneproducts people use will affect Apple's revenue According toCounterpoint's report, Iphone products account for less than 5% of theIndian smartphone market, but the market share has increased in recentyears as more Indians buy higher-end phones.The opening of Apple's20,000-square-foot store in the Reliance-owned upscale shopping mallin the financial capital Mumbai drew hundreds of people lined up towatch Cook open the glass doors The level of consideration for iPhoneproducts in India is yes but not high.

To get an idea of the level of consideration, we use data on thepercentage of iPhone users in India compared to other brands Thereason to compare the current position of Iphone is how much is in theuse of the phone of people in India to know the level of interest of thepeople about the product using the actual data collected collected fromanalysis tools.

Product sale rates: Measuring the rate of using Iphone compared toother phone companies in India: measuring this ratio is intended tohelp Apple know how much the current purchasing level of Indians is,thereby becoming an indicator to refer to the level of influenceconsideration Among the customers they bought, they definitelyconsidered Iphone products That percentage will reflect part of thenumber of people who consider buying the products of Iphone andother phone brands in India.Tools : Canalys (Consumer outcome) Customer sastifaction - Measure customer feedback after usingIphone: Through measuring customer feedback after using Iphone,Apple can collect information about customer satisfaction,experience and feedback used for the Iphone These post-purchasereflections will influence consumers' own and others' views andjudgments about iPhone and Apple in general If the level ofreflection is positive, the following users will have a higher level ofconsideration for Apple Iphone products, increasing influenceconsideration Tools: Semrush (Brand Impact)

Measure engagement rate: measure customer engagement in Indiafor Apple iPhone products Customer engagement with iPhoneproducts can have a big impact on influence consideration Whenusers actively interact with the product, such as liking, commenting,sharing, or rating positively on social media, this can generate interestand marketing from other users Tools: Semrush ( Brand impact)Next, we will go to measure the current level of customer interaction withApple's Iphone products in Asia, thereby assessing the level of influence inIndia.

And finally going to measure what are the reflections of Indian customersafter they use Iphone products? From here, it is possible to evaluate thesatisfaction and ability to introduce products as well as buy back Apple'sIphone products To assess whether the revenue will increase or not?This measurement will help us know if customers in India are interestedand consider buying products because the consideration to buy Iphoneproducts instead of other phones will have a huge impact on revenue.Apple's From assessing what the current level is, a method will be givenas to whether to increase influence consideration or not.

The data to answer the What question is as follows:

Profitability- Use the measurement of customers in which regions orsegments will bring the most profit to the company This affects thecompany's revenue because identifying the right audience to reachand increasing influence consideration will help the companyincrease revenue This is measured using Google analytics to seewhich areas have the highest search volume and where the mostrevenue comes from, what age group the customer is in, and whatincome segment they have ( Tools : Google analystics - Customervalue )

This positive interaction can motivate others to consider and appreciatethe iPhone, thereby increasing their influence consideration and likelihoodof purchase.

As a result, measuring engagement rate helps Apple gauge how engagedcustomers in India are with iPhone products and gauge the effectivenessof marketing and advertising campaigns If the engagement rate is high,this indicates a high level of user engagement and interest, which in turncreates the potential to increase influence consideration and positivelyinfluence purchase decisions.

How: How does increasing iPhone influence consideration in Indiaimpact Apple's revenue?

This question is intended to measure the relationship between Iphone'sinfluence consideration and the phone market in India, specifically, howthis marketing objective has impacted Apple's revenue From there, it ispossible to evaluate the effectiveness of the strategy to increaseinfluence considering whether it has a positive or negative impact on thecompany's revenue.

Additionally, by measuring the impact of influence considerations onrevenue, a company can assess whether its current marketing andbranding efforts are positively contributing to iPhone consideration whenpurchasing phone of the people of India, boosting the revenue andbusiness growth of the company or not From there, it helps to decidewhether to continue investing in this market or change to a bettermarketing strategy to achieve business goals.

The data to answer the How question is as follows:

8Market segmentation - Using the measurement of the increase in marketshare compared to brands in the Asia region helps businesses assess howmarket share in India will change compared to brands in the region, if theincrease in market share can demonstrate customer consideration andincrease influence consideration This will help the company increaserevenue Can measure increase in market share using tool: Statista -(Consumer outcome)

The rate click - through: Measures the ratio of ad clicks to totalimpressions, indicating customer attractiveness and engagement in India.If the number of clicks on the ad is high, it shows that the customer has ahigh interest in the product, tends to mention the product more Fromthere, it is necessary to increase influence consideration to motivatecustomers to buy products Measured with the Semrush tool(Brandimpact)

Why: Why does increasing influence consideration help Iphoneincrease sales in India more than increasing other marketingobjectives?

This question is also to better understand the relationship of increasinginfluence consideration with increasing iPhone sales in the Indian market.This question helps us understand how influence consideration worksbetter than other marketing goals.

Measure conversion rate: Measure the number of potential customers intoactual customers after the last marketing campaign done in India Fromhere it is possible to see which number of potential customers becomeactual customers through which ads Look at the ads that potentialcustomers are attracted to and become actual customers to see whatstrategy apple used in advertising From there, determine if Apple hasincreased revenue by increasing influence consideration? Measured inGoogle analystic (Consumer outcome)