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Apple's marketing strategy focuses on an attractive value proposition of beautiful, easy to use design. It emphasizes this unique value proposition rather than engaging in price wars. Apple also relies heavily on product placement with celebrities and in popular media, as well as generating positive reviews in traditional and social media either organically or by proactively contributing. Storytelling through aspirational videos and viral marketing further conveys Apple's message. The company uses various integrated marketing communication tools including print, broadcast, and digital advertising, strategic retail store placement, direct emails, and sales promotions to market its iPhones.

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72 views

Document

Apple's marketing strategy focuses on an attractive value proposition of beautiful, easy to use design. It emphasizes this unique value proposition rather than engaging in price wars. Apple also relies heavily on product placement with celebrities and in popular media, as well as generating positive reviews in traditional and social media either organically or by proactively contributing. Storytelling through aspirational videos and viral marketing further conveys Apple's message. The company uses various integrated marketing communication tools including print, broadcast, and digital advertising, strategic retail store placement, direct emails, and sales promotions to market its iPhones.

Uploaded by

Monkey Man1234
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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IMC ASSIGNMENT

Apple marketing strategy is based on the founder Steve Jobs’s philosophy that customers do not always
know what they want.

Apple marketing objectives integrates the following:

1. Focusing on attractive value proposition.

Apple’s value proposition is “beautiful design that works right out of the box with ever-smaller
packaging” The world’s largest IT company by revenue has been able to avoid price wars with
competitors by emphasizing its unique value proposition in its marketing communication messages.

2. Effective use of product placement

An important feature of Apple marketing strategy is that the world’s largest IT company by revenue
does not use Pay-Per-Click (PPC) online ads on with Google or Facebook. Instead, marketing strategy of
Apple relies mainly on two pillars – product placement (especially with celebrities and in popular shows)
and the buzz created by positive reviews in the media.

3. Positive reviews in the media

Apple systematically benefits from the buzz created by positive reviews in the media – both, traditional,
as well as, social media. The company achieves positive reviews due to high quality and advanced
features and specifications of its products and services. Moreover, the multinational technology
company proactively contributes to the creation of positive reviews in the social media.

4. Storytelling through video and viral marketing

Storytelling through video and viral marketing is an important element of marketing strategy for Apple.
The world’s largest IT company by revenue conveys its marketing message through aspirational
storytelling that resonate with members of target customer segment. Famous “1984” ad, first aired
during 1984 Superbowl communicates the story of Apple as a rebellious company that challenges the
status quo.

Integrated Marketing Communication Tools used by Apple

Print and Broadcast Media

Apple uses numerous print and broadcast media to market iPhones. The company uses billboards and
television to promote iPhones. Currently, most households own televisions. Thus, the company is
guaranteed of reaching a broad target audience. The advertisements are structured in a way that they
depict the superior quality of the iPhones.

Digital Marketing

Apple has been relying on traditional advertising media for many years. Holm (2006) claims that the
company did not have a Facebook, Tweeter, or Instagram account for marketing iPhones. However, the
need to monitor and understand changes in consumer behavior has forced Apple to invest in digital
marketing.

Point-of-Purchase

The points-of-purchase is located in a strategic location to reach many customers. Apple understands
the power of point-of-purchase in marketing. As a result, it has established signature stores that
facilitate the promotion of iPhones and other brands.

Direct Marketing

Apple Company uses direct marketing to sell iPhones and other products. The company relies mainly on
emails. It sends emails to target customers to inform them about the latest iPhones. Apple has a
database of potential and existing clients. The company uses direct marketing to launch new iPhones.

Sales promotion

Apple Inc. uses sales promotion to boost the demand for iPhones. The company uses email to contact
clients who qualify for iPhone upgrade. Apple sends promotional emails to customers encouraging them
to purchase the latest series of iPhones.

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