Apple Essay

4534 words - 18 pages

Running head: INTEGRATED MARKETING COMMUNICATIONS PLAN PAPER PAGE \* MERGEFORMAT 1 INTEGRATED MARKETING COMMUNICATIONS PLAN PAPER PAGE \* MERGEFORMAT 21
Integrated Marketing Communications Plan PaperNameUniversity of PhoenixIntegrated Marketing StrategiesMKT 498Executive SummaryApple currently maintains a prominent position in the electronics industry and upon analysis, the business sector proved to be a viable market for the iPad 2. Apple's Integrated Marketing Communications (IMC) plan assessed both small and medium sized businesses. In the assessment, the following realms were analyzed: The competition, value chains, opportunities, product life-cycles, consumers, target market, and market segmentation. The data gathered suggests the iPad 2 has a competitive advantage, heightened brand awareness through effective distribution channels, and a loyal customer base. Despite of their competitive advantage, Apple conducted a thorough examination of the market and formulated a strategy to gain market share in the small to medium business (SMB) segment. The IMC plan divided business firms and the number of their employees into subgroups in order to capture data that is measurable. In addition, Apple will continue to review each market segment and that of its distribution channels to ensure the IMC plan is moving successfully.Apple's brand positioning initiative of innovation, quality, and entrepreneurialism is summed at $348.2M. The cost of advertising amounts to $411M and includes various marketing methods such as, trade shows and exhibitions, print, web, and video media, television commercial productions, and merchandise and apparel branding. The iPad sales budget is $165.6M and will afford a forceful marketing and communications campaign with a focus in the retail environment. Objectively, the sales campaign intends to assume 20% of the business consumer market. Corporate branded PR (Public Relations) activity will complement the IMC plan and promote brand awareness. PR tactics are to be carried out by three small business association conferences. Promotional offers and incentives for the target market were developed and are available for use by the sales team.Integrated Marketing Communications Plan PaperThe Apple iPad 2 is a valuable tool for conducting business. Apple's marketing goal is to promote and competitively position the iPad 2 in the business consumer market. An effective method to achieving this feat is through the creation of a strong IMC (Integrated Marketing Campaign). This IMC paper will begin with a summation of the entire IMC plan. Then a market opportunity analysis is described which is followed by a tablet market appraisal: all of which is the basis for the market penetration strategy. The purpose of this paper is to outline a competitive IMC plan and to predict a likelihood of marketing success.Opportunity AnalysisCompetitive AnalysisA tablet is a wedge consumer device which exists between a smart phone and a laptop...

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