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Apple group

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  • 1. 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
  • 2. 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
  • 3. 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
  • 4. Situation Analysis:SWOT Analysis
    New Vision Consulting
    Strength
    Loyalty
    What turns you on?
  • Situation Analysis:SWOT Analysis Cont…
    New Vision Consulting
    Threat
    Are you Smart?
    Cydia Store & Rock Your Phone
    College = Student Loans
  • 10. 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-
  • 11. 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
  • 12. 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
  • 13. 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
  • 14. Communication: Message Strategy Cont…
    Message strategy
    Message to be communicated in…
    Publication
    PR Event
    Television
    Direct Marketing
    Internet/Media
    New Vision Consulting
  • 15. Communication: Integration
    How are different types of communications integrated to achieve objectives?
    Best integration of promotional options
    PR
    Explain
    New Vision Consulting
  • 16. Communication: Integration Cont…
    Consumer Decision process
    Problem/Recognition
    Information
    Alternative Evaluation
    Purchase Decision
    Post-purchase Decision
    New Vision Consulting
  • 17. Communication: Media Calendar & Budget
    New Vision Consulting
  • 18. 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