Apple iPhone 4s - Mindy Ouren

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     North
Dakota
State
University




     Apple
iPhone
4s

     Advertising
and
Integrated
Marketing
Communication





    Cassy
Meyer,
Joey
Pahl,
Chelsea
Case,
Mindy
Ouren

    12/8/2011

    





                                                           








Table
of
Contents

Situational
Analysis........................................................................................................................1

    Industry
Overview.......................................................................................................................1

    Company
Profile ...........................................................................................................................

    Brand
and
Product
Evaluation ....................................................................................................2

Consumer
Segment
Profile ............................................................................................................4

Competition
Analysis.......................................................................................................................


    Android .........................................................................................................................................

    Windows
Seven.............................................................................................................................

    Blackberry ...................................................................................................................................5

Budget
Allocation ..................................................................................................................... 

Brand
Positioning
Strategy ..................................................................................................... 6

Communication
Objectives ....................................................................................................... 


           Category
need/Primary
demand ..........................................................................................


           Brand
Awareness..................................................................................................................


           Brand
Purchase
Indication....................................................................................................


           Brand
Purchase
Facilitation

 ................................................................................................

Creative
Strategy ......................................................................................................................................... 

iPhone
4s
Features
 ..................................................................................................................................... 


           Powerful
A5
Chip............................................................................................................................. 


           IOS5 ................................................................................................................................................... 


           Camera ............................................................................................................................................. 


           Display
.............................................................................................................................................. 


           Siri ..................................................................................................................................................... 


           Facetime ........................................................................................................................................... 

Media
Objectives
and
Strategies .............................................................................................................. 

Additional
Marketing
Communications .................................................................................................. 


                                                                                                                                                                     2




           Communications ............................................................................................................................. 


           Direct
Marketing ............................................................................................................................. 


           Sponsorship ..................................................................................................................................... 


           Public
Relations ............................................................................................................................... 


           Philanthropy .................................................................................................................................... 


           Personal
Selling ............................................................................................................................... 

Set
Evaluation
Criteria ................................................................................................................................. 

References ....................................................................................................................................................























































                                                                                                                                                             3






                                         Situational
Analysis


Industry
Overview



         Apple
as
a
company
is
slowly
but
surely
taking
over
the
technological
industry
as
a


whole.

More
specifically,
Apple’s
iPhone
4s
is
headed
to
the
top
of
the
charts
when
it
comes
to


the
Android
network.

Before
the
new
Smartphone
was
even
released,
there
was
a
remarkable


1
million
pre‐orders
for
the
newest
release
from
Apple.

A
survey
by
Changeway
Research


recently
said
that
within
the
first
90
days
after
the
4s
is
released,
46%
of
people
searching
for


phones
during
that
time
will
pick
the
new
iPhone
4s.

That
places
Apple
at
almost
50%
of
the


industry
trends
for
androids
(Mann,
2011).





         While
gaining
market
share
and
industry
trends
within
the
market,
Apple
has
a
very


large
impact
on
the
economy.

They
are
becoming
the
technological
leaders
in
the
Smartphone


industry
by
creating
and
setting
new
limits
in
the
Android
network.

This
is
showing
that
Apple’s


iPhone
4s
is
nowhere
near
short
of
the
best
Android
on
the
market.

This
is
also
playing
a
key


role
in
proving
to
all
other
phone
industries
the
new
barriers
they
now
face.

The
iPhone
4s
is


not
only
gaining
market
share
but
also
brand
recognition
as
being
an
industry
leader
in
their


field.



         Apple
and
the
iPhone
4s
are
a
very
recognizable
brand
and
product.

Apple’s
iPhone
is


so
recognizable;
they
do
not
need
to
continue
to
gain
more
market
share,
but
to
advertise
to


reinforce
people’s
purchase
decisions.

This
is
proven
by
Apple’s
share
in
the
social
influences


they
have
on
the
market.

Many
people
make
purchases
based
on
what
friends
and
family
are


buying,
and
what
customer
reviews
are
saying.

With
the
new
iPhone
4s
having
almost
50%
of



                                                                                                     4



the
market
share
of
Smartphone’s,
consumers
are
purchasing
what
they
are
seeing.

This
is
only


going
to
cause
Apple’s
social
influences
to
continue
to
rise
(Soriano,
2010).


      There
are
many
components
that
go
into
the
success
of
Apple’s
iPhones.

The
company


needs
to
start
out
with
the
technology
leaders,
the
engineers
who
are
constantly
coming
up


with
new
and
innovative
technologies
that
go
into
every
new
iPhone.

The
phones
are
then


built
and
sent
out
to
all
the
retailers.

The
retailers
are
a
main
segment
for
the
iPhones
as
a


whole,
without
them
the
phone
would
not
have
taken
off
like
it
has
today.

After
the
phone
is


placed
on
the
market
Apple
has
another
segment
to
ensure
the
customer
is
satisfied
with
their


purchase
at
all
time.

Apple
offers
a
“Genus
Bar”
at
all
Apple
stores.

The
genuses
at
the
bar
are


available
to
help
with
any
and
all
issues
that
arise
with
their
products.

This
helps
to
ensure,
to


all
customers,
that
Apple
cares
about
their
customers
and
will
do
the
best
they
can
to
keep


them
as
customers.




Company
Profile



      Apple
as
a
company
already
holds
a
very
large
portion
of
the
market
for
the
Smartphone


industry.

We
do
not
foresee
the
company
going
in
any
direction
except
up.

They
are
still


gaining
more
and
more
market
share
with
every
new
iPhone
that
they
release.

Apple
was


created
on
April
1,
1976
by
Steve
Jobs,
Steve
Wozniak,
and
Ronald
Wayne.

The
company
was


first
known
as
Apple
Computer
Inc,
as
they
released
the
first
at
home
personal
computer
in


Cupertino,
California
(“The
Origin
of,”
2008).

The
company
continued
to
develop
more


personal
computers
and
even
began
to
dabble
into
the
tablet
market.

It
wasn’t
until
June
11,


2007
that
Steve
Jobs
announced
that
the
first
iPhone
would
be
released
on
June
29th.

This
was


a
whole
new
market
for
Apple
as
a
company;
they
had
previously
gotten
together
with



                                                                                                       5



Motorola
and
invented
the
ROKR,
which
ended
up
being
a
flop.

Jobs
believed
that
cell
phones


were
the
new
portable
information
carriers,
and
saw
the
opening
for
a
new
product.

The


iPhones
carried
safari
and
allowed
for
internet
access
on
the
go.

A
new
iTunes
was
shortly
after


released
to
coincide
with
the
iPhone,
the
rest
is
history
(Vogelstein,
2008).



       Apple
as
a
company
has
not
stopped
growing
since
the
day
they
released
Apple
I,
the


first
product
Apple
offered.

More
specifically,
the
iPhone
has
not
stopped
technologically


advancing
since
the
first
iPhone
was
released
back
in
2007.

There
have
been
a
total
of
5


iPhones
released
since
the
first
iPhone
2G.

The
second
iPhone,
3G
was
released
one
year
later


in
June
of
2008,
and
then
the
3GS
was
released
in
October
2009.

Apple’s
last
two
iPhones
were


released
in
2010
and
2011,
and
were
called
the
iPhone
4
and
4S.

Every
year
that
a
new
phone


is
released,
Apple’s
popularity
within
the
Smartphone
market
is
increasing
(“iPhone
History”,


2010).




Brand
and
Product
Evaluation



       There
are
many
different
aspects
of
Apple
that
puts
it
at
the
top
of
people’s
minds
when


thinking
of
purchasing
a
new
phone.

Not
only
does
Apple
have
high
brand
recognition,
but
they


also
hold
a
high
relative
advantage
over
their
competition.

Some
of
Apple’s
recognizable
traits


are
their
logo
and
the
“simplicity”
of
Apple
products.

Apple
is
also
known
for
their
high
prices


in
comparison
to
the
competition.

Many
would
think
that
this
would
place
Apple
below
the


competition,
but
they
have
89%
brand
loyalty
with
current
customers,
keeping
them
coming


back
no
matter
what
the
price
is.

Apple
is
also
specifically
known
for
their
music
download


media,
iTunes.

This
allows
for
easy
downloads,
organization,
and
storage
of
music.





       





                                                                                                     6



                                     Consumer
Segment
Profile



      Apple’s
iPhone
4s
is
being
marketed
in
five
different
countries
as
of
right
now.

The


company
has
become
a
global
corporation.

The
iPhone
is
being
marketed
to
business
people


more
specifically.

Apple
is
trying
to
erase
the
Blackberry
as
the
business
phone,
turning
people


more
towards
the
iPhone.

When
you
break
down
the
user
base
of
the
iPhone
more
specifically,


you
will
see
that
75%
of
customers
are
previous
Apple
customers
and
over
half
of
users
are


under
thirty
and
tech
savvy
(Perez,
2008).

Apple
and
there
iPhones
market
more
specifically
to


their
previous
customers.

Most
of
their
market
is
targeted
toward
previous
and
existing


customers.



                                 
        Competition Analysis

       Over the recent years, the smart phone industry has seen a giant boost in production,

usage and competition. The Apple iPhone4S is in a very competitive market. The main

competitors in the smart phone industry are the andriods, windows 7 phone and the black berry.

Andriod

       When the andriod platform came out, it revolutionized how we see smart phones. The

Anroid platform is pretty much on every type of phone out there in the market. The way it

processed information, used applications, the market where all the applications are. The android

marketplace has over tens of thousands of applications in their market. New applications are

being made every day, to every type of audience out there that are breaking down boundaries.

The slogan for the Anroid is “Droid Does.” The slogan is implying that whatever the consumer

needs/wants are on the phone, the android will be able to perform, no matter how difficult the

task. Android also uses a green robot that resembles a human, to appeal to kids, to show they are

not just targeting an older audience. To keep up with the demand of how we use the smart

                                                                                                   7



phones, the Android has been releasing updated systems, their latest was Android 4.0 on October

19, 2011.

Windows 7

        Windows 7 platform is the newest competitor when it comes to smart phone platforms.

They use a slogan saying “ Its time for a phone to save us from our phones” They are driving a

campaign where they made a phone that is very user friendly and you can still be social but not

over indulge on your phone. Today, people are so connected to their phone they are missing out

on life. The windows phone gives you all those features but yet, lets you not be too addicted to

your phone.

Blackberry

        When the blackberry came out onto the market, its nickname was “Crackberry.”

Blackberry was established in 1999 and was a true force among the smart phones. With its sleak,

fast, “thumbing” technology, Blackberry was the pioneer when it came to using your fingertips.

The blackberry is big on their blackberry messenger, where they were the pioneers on how the

phones can just do more than text message, but act as an instant messenger, personally for the

user.

                                       Budget Allocation

        The budget of our allocated sales will be percentage of sales budgeting method. The

percentage of the sales method is establishing the budget as a fixed percentage of past or

anticipated sales volume. Since the iPhone has been introduced, it has revolutionized the way we

view our phones and how they connect us to the world. We will want to advertise at certain tech

expos, give out teasers about the newest product at the expos, and sponsor charities to get a good

brand image. The spending of an ad campaign will consist later in this report.



                                                                                                   8



                                    Brand
Positioning
Strategy


       Apple
indeed
demonstrates
a
variety
of
positioning
strategies
based
on
the
target


audience.
With
incorporation
of
these
strategies,
Apple
is
able
to
reach
to
consumers
from
a


variety
of
interests.
There
are
many
ways
that
Apple
positions
their
products.
First,
I
will
explain


the
ways
that
Apple,
as
a
brand,
positions
all
of
their
products.
Then
I
will
define
ways
that


Apple
positions
the
iPhone
4S
specifically.




       Apple
positions
itself
as
being
an
easier
alternative
for
people
seeking
personal


computers
and
technology.
According
to
the
article
“Understanding
Apple”
from


SwitchToAMac.com,
it
is
widely
recognized
that
Apple
is
a
premium
brand
that
demands
and


earns
a
price
premium.
Apple’s
positioning
is
aligned
with
targeting
a
less
price
sensitive


customer.
As
a
result,
Apple’s
culture
and
internal
activities
are
structured
to
meet
the
needs
of


customers.
Strategists
call
this
needs‐based
positioning
(Colleen).
This
style
of
brand
positioning


differentiates
itself
from
competitors
in
order
to
meet
the
needs
of
their
target
customers.
The


target
customers
of
the
iPhone
are
business
professionals
and
students.
If
Apple
were
to


compete
for
all
customer
segments,
they
would
have
to
lower
their
prices.
However,
this
is


dangerous
because
it
would
undermine
and
erode
the
company’s
premium
brand
image.




       Competitors
of
Apple
can
not
realistically
enter
Apple’s
space
by
transforming


themselves
in
to
a
premium
brand
without
alienating
or
pricing
out
existing
customers


(Colleen).
Apple
has
had
long
premium
brand
equity
for
decades.
Competitors
only
have
two


options
when
competing
in
this
market.
They
can
either
reposition
themselves
or
attempt
to


match
Apple’s
position.
Apple
is
a
leading
company
with
premium
products
that
are
highly


competitive.
Apple
is
the
only
company
that
releases
just
one
product
a
year
(Bajarin).
It
is
been

                                                                                                   9



shown
that
this
is
all
they
need
to
do
to
be
competitive.
Every
other
smart
phone
manufacturer


releases
a
plethora
of
handsets
each
year,
many
of
them
based
on
Android
(Bajarin).
This


strategic
positioning
for
the
iPhone
has
lead
to
it’s
success
with
the
best
selling
handset
year


after
year.
For
Apple
they
focus
all
their
research,
design,
engineering,
hardware,
software,
and


services
teams
on
just
one
product.   





       The
iPhone
targets
consumers
who
need
to
store
information
and
communicate,
or


people
who
want
entertainment
on
the
go.
Using
product
differentiation,
Apple
positions
the


iPhone
as
a
versatile,
convenient,
value‐added
device
for
professional
and
personal
use.
The


iPhone
is
known
for
providing
cell
phone
users
with
the
latest
technology.
The
technology
that


Apple
brings
is
fast
paced
and
competitors
find
it
hard
to
keep
up.
The
brand
is
known
for


quality
at
an
understanding
price.
The
Apple
iPhone’s
main
competitior
is
the
Android.
A


suspected
reason
as
to
why
the
Android
phones
have
not
been
as
successful
as
the
iPhone
is


because
of
the
mass
amount
of
Smartphone’s
they
release
each
year.
If
the
would
put
their


time
and
energy
in
to
one
phone
a
year
like
Apple,
then
maybe
they
would
see
similar
sales


results
to
the
iPhone.




       Maintaining
the
brilliant
strategy
that
the
iPhone
has,
will
continue
to
make
this
product


successful.
According
to
an
article
written
by
Brian
Heater,
Apple
sold
over
four
million
iPhone


4s
phones
within
the
first
weekend
of
release.
Dominating
the
market,
Apple
continues
to
have


an
impressive
positioning
strategy.





                                   Communication
Objectives



Category
need/primary
demand


                                                                                                    10



       It
is
necessary
for
non‐Apple
users
to
be
exposed
to
the
Apple
products.
The


communication
objective
necessary
for
this
need
and
demand
is
to
be
convincing.
Often
times,


Apple
users
do
not
understand
that
they
do
need
the
product.
Communication
is
delivered
in


ways
so
that
the
target
audience
is
exposed
to
applicable
benefits
an
iPhone
can
have
in
their


everyday
lives.
Whether
they
are
a
business
person,
stay
at
home
mom,
or
a
student,
the


iPhone
4s
can
add
more
to
your
life.



Brand
awareness


       Brand
recall/recognition
is
important
to
this
communication
objective.
Apple
users


should
be
measured
by
this.
In
order
to
do
so,
consumers
will
be
surveyed,
seeing
number
one,


how
recognizable
the
Apple
logo
is.
Also,
to
be
surveyed
on
what
comes
to
mind
when
they


think
of
computers,
mp3
players,
and
other
electronic
items.
Apple
is
known
worldwide
for


their
premium
products.
Maintaining
this
through
marketing
communications
is
important.
It


will
be
executed
through
the
perfect
amount
of
Marketing
outlets.
Through
television
ads,


internet
advertisements,
and
cell
provider
advertisements,
this
brand
is
everywhere.
The
Apple


iPhone
comes
from
a
family
of
popular
Apple
products.
This
gives
credibility
to
the
product,


making
the
brand
very
aware
to
users.



Brand
attitude



       Apple
has
a
great
brand
attitude.
That
attitude
will
be
reinforced
by
also
surveying
the


customers.
This
attitude
is
sophisticated
and
simplicity.
This
attitude
will
maintain
and
improve.


Consumers
should
be
able
to
associate
Apple
with
sophistication
and
simplicity.
There
are


indeed
stereotypes
of
Apple
and
iPhone
users,
however
those
do
not
correlate
to
losses
for


Apple.




                                                                                                11



Brand
purchase
intention


       Apple
gives
away
many
products.
They
give
away
iPods
with
their
laptops
sometimes


(Sande).
This
is
a
great
incentive.
This
kind
of
business
should
continue.
According
to
The


Nielsen
Company’s
monthly
surveys
of
U.S.
mobile
consumers
from
July‐September
2010,


consumers
planning
on
getting
a
new
smart‐phone
had
a
very
clear
preference:
A
third
(33%)


wanted
an
Apple
iPhone.
Slightly
more
than
a
quarter
(26%)
said
they
desired
a
device
with
the


Google
Android
operating
system
(OS).
Lastly,
13
percent
said
they
wanted
a
RIM
Blackberry.


This
close
competitive
market
suggests
communicating
intentions
can
persuade
consumers
to


follow
the
leading
product.


Brand
purchase
facilitation


       Website
is
an
important
asset
of
this
objective.
Also,
Apple
is
in
credible
locations.
Some


of
these
include
Apple
stores,
and
leading
electronic
retailers.
This
will
continue,
by
having
large


Apple
displays
in
stores
such
as
Best
Buy,
this
facilitation
will
attract
consumers
in
a
loud


communicative
way.




                                         Creative
Strategy



       When
introducing
new
products
Apple
bases
its
creative
strategy
on
identifying
key


attributes
and
features
of
the
newly
introduced
product
that
will
benefit,
create
value,
and


create
desire
among
consumers.
The
Apple
iPhone
4s
is
targeted
towards
use
by
business,
tech


savvy,
and
the
young
and
wealthy
people.
Apple
wants
to
express
to
its
consumers
that
the


Apple
iPhone4s
is
a
hero
because
its
innovative
technology
makes
everyday
tasks
easier
to


accomplish.

Apples
creative
strategy
for
the
iPhone
4s
positioned
the
product
as
“picking
up


where
amazing
left
off”.
(Mies,
2011)


Apple
should
stick
with
this
concept
and
incorporate
it
in


                                                                                                  12



their
advertisements
to
place
emphasis
on
the
internal
updates
done
to
the
iPhone
4s.
The
best


way
to
make
consumers
aware
of
a
new
product
and
create
desire
among
the
consumers
is
by


announcing
the
coming
of
the
new
product,
introducing
the
product,
introducing
key
features


and
attributes,
and
disclosing
information
about
where
and
how
to
get
the
new
product.


(Shimp,
2010)



                                         iPhone
4s
Features



PowerFul
A5
Chip


        The
two
cores
in
the
A5
chip
are
set
to
deliver
flawless
performance
with
7x
faster


graphics
and
2x
more
power.
With
the
power
of
A5,
the
iPhone
4S
is
quick
and
responsive,


which
makes
a
significant
difference
when
you’re
launching
apps,
browsing
the
web,
gaming,


and
doing
just
about
anything.
Even
with
all
this,
the
A5
is
power‐efficient
resulting
in


outstanding
battery
life
for
the
iPhone
4s.
The
battery
provides
8
hours
of
3G
Talk
time,
14


hours
on
a
2G
network,
6
hours
of
browsing,
9
for
Wi‐Fi,
10
hours
of
video,
and
40
hours
of


music.
(Apple
Inc.,
2011)


iOS5


        The
most
exciting
feature
of
the
Apple
iPhone
4S
is
that
it
will
run
on
the
iOS
5.
Along


with
its
200+
features,
it
will
also
include
the
iCloud
service.
This
will
enable
users
to
sync,
host,


and
manage
content
like
music,
photos,
apps,
calendar,
mail,
contacts,
documents,
and
so
on.


(Apple
Inc.,
2011)


Camera





                                                                                                    13



        8
megapixel
resolution
camera
that
has
the
ability
to
pack
60
percent
more
pixel
for


better
shooting
experience
with
autofocus,
LED
flash
and
face
detection.
The
camera
also


supports
1080p
HD
video
recording
at
30
frames
per
second.
(Apple
Inc.,
2011)


Display


        While
keeping
the
same
exterior
as
the
iPhone
4,
the
display
size
is
the
same
and
so
is


the
resolution.
It
has
a
widescreen
multi‐touch
display
that
has
an
LED
backlight
LCD
screen


with
a
960
by
640
pixel
resolution
at
0.61
MP.
This
will
provide
crisp
and
crystal
clear
images,


which
brings
a
better
viewing
experience
for
a
viewer.
An
interesting
feature
that
the
iPhone
4S


has
is
the
fingerprint
resistant
oleophobic
coating
on
the
front
as
well
as
on
the
back.
(Apple


Inc.,
2011)


Siri


        A
new
voice
control
feature
in
the
iPhone
4S
is
an
intelligent
assistant
called
Siri.
Siri


helps
you
do
everything
with
just
your
voice’s
command.
With
this
the
device
it
understands


exactly
what
you
say,
and
helps
to
figure
out
the
right
answer.
If
you
want
to
make
a
call,
send


a
message,
set
a
meeting
or
schedule
a
reminder,
the
new
Siri
will
help
you
make
it
possible.


(Apple
Inc.,
2011)


Facetime


        The
FaceTime
feature
lets
you
talk
to
your
friends
and
loved
ones
no
matter
how
far
you


are
from
them.
With
this
feature
you
can
not
only
video
chat
with
your
friends,
but
also
host


important
meetings.
With
a
tap,
you
can
make
video
calls
from
your
iPhone
4S
to
your
friend’s


or
colleague’s
iPhone,
iPad
2
or
iPod
Touch.
(Apple
Inc.,
2011)






                                                                                                      14



By
“picking
up
where
amazing
left
off”
and
revamping
the
internal
components,
Apple
was
able


to
take
an
already
amazing
product
and
turn
it
into
the
most
advanced
product
in
the


Smartphone
market.
The
greatest
benefits
and
values
created
comes
from
this
complete


reconstruction
of
the
inside
of
the
iPhone
4s.
Therefore,
the
most
important
features
that


Apple
will
need
to
use
in
its
creative
strategy
are
the
features
that
are
not
included
in
the


iPhone
4.
Apple
does
this
by
advertising
multiple
commercials
that
show
each
distinct
feature
in


use,
placing
major
emphasis
on
IOS5,
Face
time,
and
siri.
The
commercials
show
how
the
new


device
can
be
used
for
everyday
tasks,
business
related
activities,
or
recreational
use.
(Apple


Inc.,
2011)



                                  Media
Objectives
&
Strategies



        When
introducing
a
new
product
reach
is
very
important
because
you
want
to
obtain


the
largest
percentage
of
the
target
audience
that
is
exposed
to
create
the
greatest
awareness


for
the
product.

Ways
to
increase
reach
include
using
multiple
media
and
diversifying
vehicles


within
each
medium.

After
reach
has
been
accomplished
and
consumers
are
aware
of
the
new


product
it
will
be
important
to
place
emphasis
on
frequency.
Frequency
is
the
number
of
times


the
target
audience
is
exposed
to
the
advertisement.
The
more
exposure,
the
greater
the


chance
that
iPhone
4s
will
be
at
the
top
of
the
consumers
mind
when
they
are
making
decisions


on
what
Smartphone
to
purchase.
The
iphone
is
so
far
ahead
of
its
competition
therefore,


creating
this
top
of
mind
awareness
will
not
be
a
problem
for
Apple.
(Shimp,
2010)



        Being
that
the
target
market
consists
of
business,
tech
savvy,
and
the
young
and


wealthy
generation;
focus
can
be
placed
on
advertisements
in
mediums
and
vehicles
that
will



                                                                                                   15



be
easily
accessed
by
those
specific
consumers.
The
main
communication
method
that
we
think


should
carry
Apples
advertising
is
television
and
the
internet.
To
reach
the
target
audience
ads


should
be
placed
on
television
channels
such
as
G4,
CNN,
and
basic
cable
channels
during


primetime
slots
along
with
popular
technological
websites
and
through
social
media.
Apple


could
use
social
media
such
as
Facebook
by
posting
announcements
to
gain
exposure
and
get


consumers
excited
about
the
upcoming
product.
More
placements
of
advertisements
in


business
publications
such
as
Forbes
could
reach
a
larger
percent
of
the
target
audience.




                            Additional
Marketing
Communications


Direct
Marketing


       The
iPhone
4s
is
primarily
marketed
through
television
ads
and
online
advertisements.


Direct
marketing
through
hard
materials
such
as
brochures,
pamphlets,
and
catalogs
are
not


used
as
much.
The
frequency
in
television
ads
has
been
used
more
than
the
reach
through


other
advertising
mediums.
Aside
from
television
ads,
another
successful
way
that
the
iPhone


has
been
marketed
is
through
mail
advertisements
from
iPhone
carriers
to
current
users
of
that


carrier.

By
having
large
images
and
enticing
information
on
the
front
of
an
ad
can
really
grab


the
consumer’s
eye.
A
direct
marketing
tool
that
could
be
used
would
be
making
product


catalogs
and
sending
them
out
to
existing
Apple
customers.

Emails
are
also
a
sufficient
medium


of
Apple
products
if
the
customer
wishes
to
receive
them.



Sponsorship


       There
is
no
found
evidence
that
Apple
has
a
sponsor,
definitely
not
for
the
iPhone.


Providers
provide
their
own
advertisements
of
the
Apple
product.
This
could
be
something





                                                                                                   16



Apple
could
possibly
do
in
the
future.
By
having
a
sponsor,
Apple
could
potentially
increase
its


number
of
customers
through
the
exposure
that
is
created
from
it.



Public
Relations



        Public
relations
are
key
for
Apple
when
they
release
new
products.
Apple
definitely


excels
in
advertisements
when
a
new
product
is
released.
You
can
find
product
release


information
on
the
Apple
website
–
apple.com.

Since
the
iPhone
is
such
a
“hot”
product,
there


is
always
a
buzz
on
social
media
sites
when
a
new
product
is
released.
Also,
with
business


publications
such
as
a
Forbes,
Wall
Street
Journal,
and
Fortune,
apple
products
are
always


being
discussed.
The
initiatives
of
MPR
include
both
proactive
and
reactive.
The
iPhone
indeed


develops
proactive
materials.



Philanthropy



        Apple
is
a
very
giving
company,
they
care
about
their
customers.
There
is
substantial


evidence
that
Apple
gives
back
to
its
customers
that
do
purchase
iPhones.

Apple
understands


its
customer’s
perspective
of
wanting
to
wait
for
a
price
cut
or
waiting
for
the
next
new
product


and
feeling
disappointment
after
they
purchased
a
product
and
just
a
month
later
see
a
price


cut
or
new
product
being
released.
Apple
explains
that
their
products
are
always
updating
and


changing
so
you
can’t
always
rely
on
this
tactic.

For
this
reason,
they
compensated
their
iPhone


customer’s
$100
dollar
store
credit
to
instill
trust
and
ensure
the
customers
they
care.
(Apple


Inc.,
2011)


Personal
Selling


        Personal
selling
is
not
too
highly
involved
with
products
by
Apple.
Personal
selling
is


performed
by
the
phone
carriers
to
buyers.
Because
this
product
is
so
hot,
sellers
don’t
have
to



                                                                                                   17



perform
too
much
work
when
trying
to
make
a
sale.
The
only
competition
lies
with
Droid


phones.



                                   Set
Evaluation
Criteria






















































                                         References





                                                                                          18



Soriano,
R.
H.
(2010,
November
28).
Consumer
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social
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on
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Bajarin,
Ben.
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09
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2011.
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2011.
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Heater,
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Sande,
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match
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Back
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School
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Mann,
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                                                                  20




				
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Description: iPhone 4S Apple introduced a touch-screen smart phone to replace the iPhone 4 to become the fifth-generation iPhone Let's talk iPhone new conference held in the United States, California, in October 2011, Apple released this runiOS 5, the new generation of the iPhone. iPhone 4S in terms of hardware and software have been greatly improved, the new siri intelligent voice assistant and iCloud cloud services, hardware, equipped with Apple A5 dual-core processor, the front with a 3.5-inch IPS hard glass screen with a resolution of 960 � 640 pixel back-illuminated lens up to 800 million pixels. iPhone 4S divided into black and white, signed a two-year contract with the carrier, 16GB sells for $ 199, 32GB $ 299, 64GB $ 399.