Macbook Micro Plansbook

7/28/2019 Macbook Micro Plansbook

1/21

Apple, Inc.

David MacArthur

Advertising Management

Spring 2013


2/21

2


3/21

3

Table of Contents

Company Overview ....................................................................................................................................................... 4

Situation Analysis ........................................................................................................................................................ 4

SWOT Analysis ......................................................................................................................................................... 8

Marketing Strategy ........................................................................................................................................................... 9

Advertising Strategy ........................................................................................................................................................ 11

Media Strategy ....................................................................................................................................................... 12

Social Media Strategy ........................................................................................................................................................ 14

Creative Brief ......................................................................................................................................................... 15

Creative Strategy ......................................................................................................................................................... 15-16

Radio Script .......................................................................................................................................................... 17

Bi llboard .......................................................................................................................................................... 18

Print .......................................................................................................................................................... 19

Television .......................................................................................................................................................... 20


4/21

4

Company OverviewApple Inc. designs, manufactures, and markets mobile communication and media devices, personal computing devices, andportable digital music players and also sell a variety of related sof tware, services, networking solutions, and third-partydigital content and applications. The companys products and services include: iPhone, iPad, Mac, iPod, Apple TV, iOS and OS Xoperating systems, iCloud, as well as a number of accessory, service and support offerings. Apple sells its products worldwidethrough its retail stores, online stores, and direct sales force. These items are also sold through cellular network carriers (suchas Verizon and AT&T) and retailers (such as Best Buy).1 Steve Jobs, Steve Wozniak, and Ronald Wayne founded the companyon April 1, 1976, but it was not until 2001 that the corporation began to grow exponentially. Today, Apple is one of thebiggest companies in the world, generating annual revenue of over $100 billion.

Situation AnalysisOver the past ten years, California-based Apple Inc. has become one of the most profitable companies in the world. Thecompany has created an entire culture of consumers, having revolutionized how the world views technology with productssuch as the iPod and the iPhone. Their line of personal computers, known as Macs, is very popular and very costly.

Following the widespread success of the iPod in 2001 and the iPhone in 2006, Apple has been at the top of the market withtheir portable music players, personal computers, and mobile phones. As these markets have continued to grow, so too hasthe brand. With regards to portable computers, Apple has increased its sales over the past three years, generating total

revenue of about $17 million in 2012.2 However, because of the companys success and brand loyalty, the prices of M acbookshave remained inflated. Currently, the most aff ordable laptop starts at $999.

1 Reuters Apple Inc. Compan y Profile: http://www.reuters.com/finance/stocks/companyProfile?symbol=AAPL.O2 Apple Inc. ann ual rep ort: http://investor.apple.com/secfiling.cfm?filingID=1193125-12-444068


5/21

5

The technology industry is currently undergoing a major revolution. The introduction of tablets has developed a new,

competitive market. Laptops are becoming thinner, lighter, and more transportable in order to compete with these popularnew products, and some companies have gone so far as to combine the two devices. Apple Inc. has had a great deal ofsuccess in both areas of the market, but as the economy continues to struggle, the importance of affordability cannot beunderstated.

Apples introduction of the iPad mini is a prime example of companies of fering reasonably priced products. This smallerproduct provides consumers with the same innovative technology f ound in the iPad but with a cheaper price tag. It isimportant for the organization to continue this practice by offering a more affordable laptopspecifically, a netbookcomputer.


6/21

6

Three popular netbooks currently available are the HP Mini 1103, the ASUS Eee PC 1215N, and the Acer Aspire One D260.These computers have been met with a great deal of acclaim for their compact size, large keyboards, fast processing speeds,battery life, quality graphics, and most importantly, their low prices.3 While the Macbook Air is incredibly thin, it is neither ascompact nor as inexpensive as the netbooks offered by competing companies.

3 Laptop Mag- The Five Best Netbooks: http://www.laptopmag.com/review/laptops/the-five-best-netbooks.aspx


7/21

7

The netbook industry is beginning to decline due to the introduction and popularity of tablets. The first area where netbook

sales began falling was the US market, where the iPad has had a great deal of success. However, an iPad cost more than anetbook and seemingly does less. Microsoft Office is not available, which is an important tool f or many people, but the tabletis more portable and has a much better battery life.4 Despite the fact that netbook sales are down, I believe this is the righttime for Apple to release a smaller and more affordable

Apple is a company known for its innovation, and while the netbook has been available for a number of years, Apples take

on the small computer could once again revolutionize how the world uses technology. The functionality of a physicalkeyboard will be relevant for years to come, and important tools such as word processors as well as spreadsheets willcontinue to be an everyday function of most working men and women. Apples netbook will provide consumers with thesame functions as a full-size computer at half the cost.

Apple Inc. will continue to retain their current customers by producing the same line of products, regardless of cost. However,in order for the company to further expand and grow, they must reach a different group of consumers; they must targetthose buyers who cannot afford the more expensive computers. It is imperative for Apple to release a line of af fordablenetbooks designed with many of the same features seen in the more costly Macbook Pro. Doing so will cause a shift in sales,

allowing lower-income buyers to become satisfied Apple customers.

4 The Guardian- Sayonara Netbooks by Chalres Arthur: http://www.guardian.co.uk/technology/2012/dec/31/netbooks-dead-2013


8/21

8

SWOT Analysis

Strengths Most profitable company in the world (valued at over $500 billion) Brand loyalty Innovative technology Recognizable brand Diverse/varied product line within portable electronics industry

Weaknesses Price of products Competitive industry with similar products that cost less Recent death of Steve Jobs, founder and CEO Apple/Foxconn scandal involving Chinese workers

Opportunities Growing industry with new products constantly being developed New/updated items constantly released, including new iPhones, iPads, Macbooks, iPods, etc. iPad Mini introduced Apple to the small tablet market Chance for Apple to reach lower-income consumers

Threats Highly competitive industry Major competitors include: Microsoft, Samsung, Hewlett-Packard, Motorola, Prices of competitors products As the leader of technology, others want to overtake your number one spot


9/21

9

Marketing StrategyApple, Inc. is known to offer some of the most innovative technology on the market. The Macbook is a highly rated computerwith unique features and a user-friendly interface. However, this product also has a reputation for being expensive, a detailwhich competitors have exploited over the last few years. Customers are hesitant to spend $1400 on a laptop when there areother options for half the cost.

It is my goal to reposition Apple as a company that offers af fordable products. The iPad mini was the f irst step toward thisgoal, but it is important to continue of fering alternative options to already popular products. Apple will release a newproduct called the Macbook micro, a laptop computer with many of the features found in a f ull size Macbook but withoutthe hefty price tag. The micro will start at $499, the same starting price as the iPad.

It is imperative to target both current Apple customers as well as new customers with a smaller budget. The company mustreach out to lower-income consumers who are fans of the product but cannot necessarily afford to purchase one. Applemust also target individuals who rely heavily on keyboardswith the growth in popularity of tablets, there are those whofind typing long messages on touch screens to be laborious and time consuming. Consumers who send lengthy emails oredit long documents require a physical keyboard, and the Macbook micro will provide that important feature.

To coincide with back to school sales, Apple will offer a special promotion during the months of August and September.During this time, any student who purchases the Macbook Net can receive a discounted iPod Nano. The typical B ack toSchool Macbook promotion allows customers to save on the laptop itself; however, since the Macbook Net is already at anaffordable price, Apple will of fer these customers their thinnest iPod yet.


10/21

10

The promotion will run f rom August 1 through September 15. Customers who purchase their micro during this promotionperiod will receive the iPod nano for half the original price. Additionally, Apple will include a f ree $50 iTunes gif t card withany combined purchase of the Macbook micro and nano. These low prices and free gift card will entice customers to buy theproducts while changing Apples image. It is my intent to make reshape Apples image by providing more affordableproducts for consumers.

This advertising campaign will be evaluated by a number of measurable goals and objectives. The main objective will be to

sell the product, which will occur when the advertising is done effectively. This, in turn, will help accomplish another goal: toreposition Apple as a provider of affordable, quality products while changing the publics opinion of the company. Surveyswill be given out to collect data on consumers opinion; have perceptions changed regarding the cost of the companysproducts? Finally, social media response will be used to determine how effective the product and the advertisements are.Facebook will be used to generate a response from Apple fans about the Macbook micro, and the computer will also begiven a hashtag (#micro) in order to follow its trend on Twitter. Since Apples social networking presence is almost non-existent (they joined Facebook in July of 2011), a social media strategy is in place to assist the company.


11/21

11

Advertising Strategy

Over the past few years, Apple Inc. has advertised their products through a variety of mediums. Each ad has a similar themeand tone; they feature a white backdrop with the product at the center. These ads coincide with Apples emphasis onsimplicity, which has been a driving factor in branding the company. The ads are easily recognizable, which will help promotethe new Macbook micro.

Emphasis will be placed on television and print ads. Early adopters are visually stimulated and will respond more readily toads that they see versus ones that they hear. For this reason, very few radio commercials will be produced; additionally, thecurrent generation is not inclined to purchase or read newspapers. For this reason, I will not place ads in this medium.Instead, Apple will focus their attention on visually appealing, eye-catching print and TV commercials.

Television is an imperative part of the marketing strategy as many consumers can be reached at one time. It also allows theviewer to experience the product through the art of storytelling. The commercials will relate the micro to the consumer whilehighlighting the features of the computer including its stunning display. The ads must be simple yet engaging, and theymust relate to the target markets. Above all, the television commercials will connect the viewer to the brand.

Print ads are effective in the fo llowing ways: they are tangible, which means they can stay in houses or offices for longperiods of time. Online ads can quickly disappear at any time. Prints ads are also credible; with the countless pop-up and

banner ads we are exposed to daily , we have become cautious about the Internets virus-inf used advertisements. Yet print issafe, and it does not pose any immediate threats. These ads can also be targeted toward specific markets, which caneffectively reach niche audiences. Finally, print ads are an effective way to brand an organization and solidify its identity.Similar colors, images, and themes can appear throughout a series of print ads to help shape the campaign.5

5 Forbes- Print is Dead ? Not So Fast: h ttp://www.forbes.com/sites/thesba/2012/06/28/print-is-dead-not-so-fast/


12/21

12

Billboards, both digital and print, are effective ways to reach countless commuters and drivers. A well-placed, eye-catchingbillboard can make a lasting impression on consumers. Other forms of outdoor advertising include mobile ads where theimage is

found on the side of a vehicle (i.e. buses, trains/subways, taxis, etc). Similarly, repetitious bus shelter advertising and railstation advertising can increase brand recognition. These outdoor ads will be used to reinforce the visual appeal of the newMacbook micro.

Media StrategyVarious forms of media will be used to promote the new Apple Macbook micro. Well-placed, targeted media is essential toany advertising campaign. The target audiences are lower-income Americans including women and families, college studentsand high school students, as well as tech-savvy individuals. The goal is to promote the economical price of the micro to

people who cannot af ford the more costly laptops. Portability will be a secondary factor in selling the computer, especially tocollege and high school students who move from class to class and do not want to carry a full-size laptop. These audienceswill be reached through mostly traditional media such as television, magazines, and out-of -home. Some non-traditionalmedia will be used to stay relevant with technology-savvy consumers; this medium will include social media so that theyounger generation can stay informed on all Apple products, especially the Macbook micro.

The media mix wil l vary throughout the year, but more ads wil l run during back-to-school months (July through September)and the holiday season (November-December). Apples student and teacher promotions run at the end of the summer,making that time period crucial for advertising the netbook. In addition, the holiday season is considered the most

demanding time of the year for electronics sales. Promoting the Macbook micro during the months of November andDecember is equally important, and the amount of advertising should increase during this time. During this back-to-schoolperiod, more advertising pressure will be placed on teachers and students as they look for deals on computers. Moreemphasis will be placed on television and print advertising because they are the most visually stimulating mediums and willbe seen most by the target markets.


13/21

13

TV commercials are an effective medium to reach a broad audience. The ads can be placed on different networks to appeal todifferent groups. For the Macbook micro, ads will run on major networks such as CBS, NBC, and ABC. This will cover daytimesoap

opera viewers as well as primetime show followers at night. It will also appear on drama networks such as TNT, USA, andAMC in addition to comedy networks such as TBS and Comedy Central. This will cover a wide range of audiences, fromcollege studentswho regularly watch South Park to fans of the Law and Order installments. Commercials for the micro will appear on thesenetworks depending on the time of daywomen will be targeted during the late mornings and afternoons, college andhigh school students will be targeted during the late afternoon and early evening hours, and men and families will see thecommercials in the evening during primetime television.

The print ads found in major magazines will a llow consumers to become familiar with the product because the ad can beviewed numerous times. The ads will feature in technology magazines such as Smart Computing, PC Magazine, Macworld, andWired, which is known to feature as many ads as articles. These publications are geared toward the tech-savvy consumers. To

target women and families, print ads will be placed in Good Housekeeping, Family Circle, and Better H omes and Gardens.Entertainment and gaming magazines such as Entertainment Weeklyand Game Informeras well as a sports magazine such asSports Il lustratedwill attract high school and college-aged males. Finally, People, Cosmopolitan, and Glamour magazine willfeature advertisements to reachhigh school and college-aged females.


14/21

14


15/21

15

Social Media StrategyApples social media presence is nearly non-existent. It is important for the company to stay relevant as the social media

craze continues to grow. Facebook and Twitter are the most important platforms on which to focus; Apple does have aFacebook page, but since its inception in July of 2011, it has zero posts. The corporation is completely absent from Twitterand would benefit from creating and updating an account. Both social media websites will help promote the new Macbookmicro.

FacebookFans of the Apple Facebook page will receive updates about special events happening throughout the year. Giveaways,promotional events, and other engaging activities (centered around the Macbook micro) will attract people to the

technology as well as the brand. An event will be organized for consumers to test the new computer at their nearest retailstore, which draws customers to the store to purchase other items. Facebook will also be used to interact with the Applecommunity; questions about the micro will be posted to generate a response from consumers. Finally, Apple can useFacebook as a hub for photos, videos, events, and other networking features. For example, old iPhone commercials can beposted on the page as well as photos from important events. The reach of Apples Facebook can be measured by Likes,Shares, Comments, and fans of the page. Social media is an effective way to communicate and build a relationship online,which is an important aspect to selling the micro and repositioning Apple.

TwitterSimilar to Facebook, followers of the Apple Twitter account will receive updates about special events that happenthroughout the year; this includes giveaways and promotional events and sales. Apple can measure their outreach by thefollowing: number of followers, retweets (includes quoted tweets), favorites, replies and trends. A hashtag (#micro) will beused to keep track of how often consumers are talking about the Macbook micro. Breaking news about products, servicesand other Apple-related interests will be located on the companys Twitter.


16/21

16

Creative BriefApple is one of the most prominent and recognizable companies in the world, but their products cost more on average thantheir leading competitors. It is my goal to reposition them as a cost-friendly producer of portable electronics in order to

reach a broader audience. The creative aspect of this advertising campaign will aim to attract a select target market. Becausethe company already has such a strong following, I will focus on lower to middle-class families who can afford to spendbetween $500 and $800 on a laptop. This audience will be reached through television, print, and out-of-homeadvertisements. The time of these ads will take place sporadically throughout the year but more specifically during back-to-school months (July, August, September) as well as the holiday season (November and December). Apples primary theme ofsimplicity will remain present in order to maintain a consistency within the brand. This means that the new product will beset against a plain, all-white background. Customers will recognize these ads because they have the same look and feel ascurrent ads, which will reassure the consumer that they are receiving the same quality product from Apple.

Creative StrategyFor years, Apple has attracted consumers with their television, print, and out-of-home ads. It is my belief that similaradvertising must be used in order to entice current brand loyalists as well as new customers. The simplicity in which theseads have been produced is an important idea to continue while running an advertising campaign for the Macbook micro.

The main theme of these advertisements must be centered on Apples new focus on cost eff ectivenessthe price of thecomputer will be the driving factor throughout the creative part of the campaign. A second theme will focus on the microsphysical keyboard, an important feature that will draw many consumers to buy the computer. The tagline Return to thekeyboard will be used throughout the campaign to attract customers to this important feature. I believe that televisioncommercials, outstanding print ads, and eye-catching out-of-home advertisements are the best way to convey this message.

Television commercials wi ll be the primary focus. Past Apple product commercials have been met with a great deal of success,especially the Get a Mac campaign. TV ads reach a significant number of people while effectively relaying the message tofuture customers. My intent is to promote both the cost of the new product and the likeness between the micro and the restof the M acbook family. The commercials will explain the similar features in a straightforward and simple manner.


17/21

17

Print ads will be vibrant and have an effective balance between color, the white background, and copy to attract consumersto the micro. They must display the computers screen to show that this line of netbooks is on par with the graphics of otherMacbooks. Additionally, out-of-home ads will be utilized to attract commuters and other people passing by. These

advertisements will take the form of billboards and public transportation ads such as the ones found on buses and subways.They must be eye-catching but simple enough to read and take-in quickly .


18/21

18

Radio

Macbook Micro Radio Spot (30 seconds)

SFX: MUSIC: Take a Walk by Passion Pit (:2 sec)(Total Time: 2 sec)

ANNOUNCER: At Apple, we strive to bring you the best ininnovation (:4) (Total Time: 6 sec)

(pause) (:2 sec) (Total Time: 8 sec)

Introducing the all-new Macbook micro (:3)

(Total Time: 11 sec)

With all the same features as a M acbook Airat half the price (:4) (Total Time: 15 sec)

(pause) (:2) (Total Time: 17 sec)

A smaller-size Macbook for a bigger-size wallet (:3) (Total Time:20 sec)

Visit your local Apple Retail Store, or go online at apple.comfor more details (:6) (Total Time: 26 sec)

(pause) (:1) (Total Time: 27 sec)

The Macbook micro. Return the keyboard (:3) (Total Time: 30)


19/21

19

Billboard


20/21

20

Print


21/21

21

Television

Apple Macbook micro Television Commercial

Video AudioCamera medium Cups (Pitch Perfect's "When I'm Gone")

Side view - Macbook micro closed [Pop version] by Anna Kendrick

Finger opens micro as camera rotates (:5)

Presses space bar - camera on screen (:1)

Scene from colorful animated movie plays

(:4)

Finger hits space bar to pause movie (:2)

(v/o) Introducing the new Macbook micro

Screen switches to Word Processor

Hands type/edit long document (:4) (v/o) The capabilities of the Mac meets the size

Screen switches to Video Editing software of the iPad.

Edits videos (:3)

Screen swtiches to Spreadsheet (v/o) With a stunning display and the comfort

Hands edit spreadsheet (:4) of a keyboard, you can finally have the

best of both worlds.

Screen switches to Slide Show presenter

Hands type/edit presentation (:3)

Fade to end of song

Screen switches back to animated movie

Finger presses space bar to play movie (:3)

Cut to copy:Macbook micro (:1)

Add:

Return to the keyboard (:1)

Cut to: Apple logo (:1)

End End

Total Time: 32 seconds

Basic Idea: Macbook micro at center of shot against white background

Macbook Micro Plansbook

Documents

Transcript of Macbook Micro Plansbook