Marketing Communications Plan For Consumer Electronics

8745 words - 35 pages

EXECUTIVE SUMMARY 6APPLE COMPUTERS 6MARKETING AND COMMUNICATIONS OBJECTIVES 6TARGET MARKET 7TACTICS 8ACTIONS 8SITUATION ANALYSIS 9HI-FI MARKET 9MARKET SIZE 10FUTURE GROWTH 11BUYER BEHAVIOUR 12DMU (Decision Making Unit) 12STARTER "PROBLEM RECOGNITION" 12ADVISER "INFORMATION SEARCH" 13DECIDER, PURCHASER AND END USER 13BRAND LOYALTY 13TARGET MARKET/MARKET SEGMENTATION 14COMPETITION 15SONY 15TECHNICS 15DENON 15YAMAHA CORPORATION 15DISTRIBUTION 16HI-FI SPECIALIST RETAIL OUTLETS 16WHOLESALE OUTLETS 16ONLINE STORES 16APPLE'S OWN RETAIL STORES 16APPLE CO. 16PEST ANALYSIS 17POLITICAL FACTORS 17ECONOMICAL FACTORS 17SOCIAL FACTORS 18TECHNOLOGICAL FACTORS 18OBJECTIVES 19MARKETING OBJECTIVES 19SHORT-TERM 19LONG-TERM 19COMMUNICATIONS OBJECTIVES 20SHORT-TERM 20LONG-TERM 21STRATEGY 21SEGMENTATION 21TARGET MARKET 22OBJECTIVES 23POSITIONING 23STAGES 23INTEGRATION 24TOOLS 24TACTICS 25ACTION 26Magazine: 26Billboards 27Newspapers: 27Internet and Direct Marketing: 28TV: 28Radio: 28Publicity-public relations: 28Sales Assistants 29Exhibitions 30Apple Centres Promotion 30After Launch campaigns 30CONTROL 313 M'S 32MEN/WOMEN 32MONEY 32MAGAZINE AND NEWSPAPERS 32BILLBOARDS 33INTERNET AND DIRECT MARKETING 33TV AND RADIO ADVERTISING 34SALES MANAGER AND ASSISTANTS 34EXHIBITION 34MINUTES 35TABLES 36TABLE 1: UK: DETAILED SPENDING DATA FOR SPECIFIC ELECTRICAL MARKETS, 1997-2002 (£ MN) 36TABLE 2: VALUE OF THE AUDIO-VISUAL EQUIPMENT MARKET, BY PRODUCT CATEGORY, 1996-2001 37TABLE 3: TOTAL AUDIO-VISUAL PRODUCTS MARKET, 1996-2001 37TABLE 4: THE FORECAST UK HOME LISTENING MARKET BY SECTOR BY VALUE 2001-2005 38TABLE 5: RESIDENT POPULATION OF THE UK BY SEX AND AGE. 2000. 38TABLE 6: SECTION ABC1 OF THE POPULATION. 39TABLE 7 AGREEMENT WITH THE STATEMENT "I TRY TO KEEP UP WITH TECHNOLOGY", BY SOCIO-ECONOMIC GROUP, 2000 40APPENDIX 41APPENDIX # 1: A FEW ONLINE APPLE AUTHORISED COMPUTER ONLINE STORES. 41APPENDIX # 2: APPLE COMPUTERS DISTRIBUTORS AND APPLE CENTRES IN THE UK. 42APPENDIX # 3: NEW APPLE CENTRE IN LONDON. 44APPENDIX # 4: GANTT CHART. 45APPENDIX # 5: MAGAZINE ADVERTISING SCHEDULE. 46APPENDIX # 6: INTERNET ADVERTISING SCHEDULE. 46APPENDIX # 7: RADIO ADVERTISING SCHEDULE. 47APPENDIX # 8: EXHIBITION SCHEDULE. 47APPENDIX # 9 RESEARCH COMPANY USED FOR CONTROL PURPOSES. 48SOURCES 49Bibliography 49Articles 49Web Sites 49Executive SummaryTHE MARKETThe audio retailing sector grew steadily throughout the 1990s, fuelled by technological developments, a rapidly improving economy and increased consumer spending.Despite the fall in average price in a variety of sectors, the continuous innovation in the audio-visual sector has led to an increasing number of consumers willing to spend more and experience product efficiency.In the audio sector the CD is well established and unlikely to be replaced any time soon, as the cassette has been replaced by the mini-disc, though a pre-recorded mini-disc market has not developed.On the visual sector, the digital revolution is only just beginning to...

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