New VisionConsulting “We keep it simple” Apple Presented to the IMC class By New Vision Consulting Presented by New Vishion 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
Situation Analysis: Introduction 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. New Vision Consulting
Situation Analysis :Internal and External Factors Internal Factors Exceptional customer service and assistance Their retail staff is very knowledgeable about the products. External Factors 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). New Vision Consulting
Situation Analysis:SWOT Analysis New Vision Consulting Strength Loyalty What turns you on?
Threat Are you Smart? Cydia Store & Rock Your Phone College = Student Loans
Situation Analysis: Primary Research Descriptive Statistics N Minimum Maximum Mean Std. Deviation $100-$150 30 1 7 5.53 2.193 $151-$200 30 1 7 4.33 2.202 $201-$250 30 1 7 3.00 2.274 $251+ 30 1 7 2.30 2.292 Valid N (listwise) 30 New Vision Consulting Interview- college students in their natural setting Survey- 30 participants (18F/12M) Research Findings-
Planning: Targeting New Vision Consulting College Students Ages 18-25 Closest competitor is Rim (Research in Motion) A.K.A. Blackberry
Those who want better service with greater reach and fewer dropped calls.
Planning: Positioning Positioning strategy: “positioning by product user” Identification or association with a specific group. (trendy college kids) New Vision Consulting
Planning:Goals 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 New Vision Consulting
Implementation: Media 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 New Vision Consulting
Communication: Message Strategy Cont… Message strategy Message to be communicated in… Publication PR Event Television Direct Marketing Internet/Media New Vision Consulting
Communication: Integration How are different types of communications integrated to achieve objectives? Best integration of promotional options PR Explain New Vision Consulting
Communication: Integration Cont… Consumer Decision process Problem/Recognition Information Alternative Evaluation Purchase Decision Post-purchase Decision New Vision Consulting
Communication: Media Calendar & Budget New Vision Consulting
Evaluation: ROB Fill IN Please 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 limittion (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. New Vision Consulting