Post on 26-Jun-2015
description
AppleApple
By New Vision Consulting
AE (Team Leader)-Rob Khonry
AAE(Advertising)- Rob Khonry
AAE(PR)-Wes Grible
AAE(Interactive/Internet Marketing)-Marissa Molnar
AAE(DM, sales promotion, personal selling)-Matt Komsa
New Vision Consulting
Presented to the IMC class
“We keep it simple”
Situation Analysis: Situation Analysis: IntroductionIntroduction
Launch of the new 3GS iPhone by Apple Inc.
The purpose of the IMC campaign strategy is to increase awareness about the 3GS iPhone and educate the 18-25 year old demographic.
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Situation Analysis :Situation Analysis :Internal and External FactorsInternal and External FactorsInternal Factors
1. Exceptional customer service and assistance
2. Their retail staff is very knowledgeable about the products.
External Factors1. One of the main reasons for Apple’s I
phone 3GS large market share is due to exceptional customer service and assistance given to the consumer (Consumer Report).
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Situation Analysis:Situation Analysis: SWOT AnalysisSWOT Analysis
• Strength•Loyalty•What turns you on?
• Weakness•Falling short•AT&T=
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Situation Analysis:Situation Analysis: SWOT AnalysisSWOT Analysis
• Threat•Are you Smart?•Cydia Store & Rock
Your Phone•College = Student Loans
•Opportunity•YouTube•WOM•Apple insider
Study
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Situation Analysis: Situation Analysis: Primary ResearchPrimary Research
• Interview- college students in their natural setting
• Survey- 30 participants (18F/12M)
• Research Findings- Descriptive Statistics
30 1 7 5.53 2.193
30 1 7 4.33 2.202
30 1 7 3.00 2.274
30 1 7 2.30 2.292
30
$100-$150
$151-$200
$201-$250
$251+
Valid N (listwise)
N Minimum Maximum Mean Std. Deviation
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Planning:Planning: Targeting TargetingCollege StudentsAges 18-25Closest competitor is
Rim (Research in Motion) A.K.A. Blackberry
• Those who want better service with greater reach and fewer dropped calls.
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Planning: Planning: PositioningPositioning• Positioning strategy: “positioning
by product user”•Identification or association with a
specific group. (trendy college kids)
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Planning:Planning: Goals and ObjectivesGoals and Objectives
• Objective time line•6 months
• First objective: Increasing Awareness (of the 3GS) by 50% by the 4th quarter of 2009
• Second objective: Change attitude and opinion•By using credible mediums like PR,
via TV, publications
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Implementation: Implementation: Media StrategyMedia Strategy
• How will objectives be accomplished?
• Media strategy •Channels to be employed to get the
message across…• Publication• PR Event• Television• Direct Marketing• Internet/Media
•Level & frequency you hope to achieve
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Communication: Communication: Message Strategy Message Strategy
• Message strategy•Message to be communicated in…
• Publication• PR Event• Television• Direct Marketing• Internet/Media
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Communication: Communication: IntegrationIntegration
How are different types of communications integrated to achieve objectives?
Best integration of promotional options◦PR
Explain
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Communication: Communication: IntegrationIntegration
Consumer Decision process1. Problem/Recognition2. Information 3. Alternative Evaluation4. Purchase Decision5. Post-purchase Decision
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Communication: Communication: Media Calendar & BudgetMedia Calendar & Budget
MEDIA CALENDAR
August September October November December January
Publications *
PR EVENT
Television
Direct Marketing
Internet/ Media
* school newspaper, school publications, flyer, and posters.
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Evaluation: ROB Fill IN Evaluation: ROB Fill IN PleasePlease• Evaluation factors should be used on
your objective• Include what methods Will you use to
measure• Example
• Message exposure• Awareness• Attitude• Audience actions/ behaviors
• Explain the campaign plan limitation (sample size and sampling method) and suggestion for future campaign plan• Can continue the PR event for each fresh
semester if it is perceived well.
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