Get a Mac


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    1. 1. Chapter 8: Marketing Management<br />1<br />VIRUSES<br />
    2. 2. Get A Mac<br />Apple’s Marketing Campaign<br />2<br />Chapter 8: Marketing Management<br />
    3. 3. Introduction: what is our product?<br />Mac: a computer of Apple using Mac OS<br /><ul><li>PC: an abbreviation of Personal Computer using Windows</li></ul>* OS - Operating system: Hệđiềuhànhchomáytính<br />3<br />Thái Thành Sơn<br />
    4. 4. Do you recognize them?<br />Thái Thành Sơn<br />4<br />
    5. 5. Current position of brand name<br />High satisfactory<br />Expensive<br />Cheap<br />$170*<br />Free<br />$220**<br />Low satisfactory<br />5<br />Thái Thành Sơn<br />* For Mac OS X v10.4 Tiger Family Pack sold on (February 2008)<br />** For Windows Vista Home Premium sold on (February 2008)<br />
    6. 6. The process of positioning<br />Competitor analysis<br />6<br />Thái Thành Sơn<br />Target<br />customer<br />SWOT<br />analysis<br />Brand<br />positioning<br />
    7. 7. Competitor analysis<br />NguyễnThịBíchLiễu<br />7<br />NguyễnThịBíchLiễu<br />
    8. 8. Microsoft Windows<br />Thái Thành Sơn<br />8<br />
    9. 9. Mac just occupies 8% in market share<br />Thái Thành Sơn<br />9<br />87%<br />Source:<br />
    10. 10. Target customer<br />NguyễnNgọcBửuAnh<br />10<br />Thái Thành Sơn<br />
    11. 11. SWOT analysis<br />LýLệ Trinh<br />11<br />LýLệ Trinh<br />
    12. 12. When you need a laptop…<br />LýLệ Trinh<br />12<br />Do you buy this laptop?<br />
    13. 13. Or do you want to buy this one?<br />LýLệ Trinh<br />13<br />
    14. 14. LýLệ Trinh<br />14<br />Strengths<br /><ul><li>Easy to use
    15. 15. Modern design
    16. 16. Leading technology
    17. 17. High security
    18. 18. Good brand name
    19. 19. Fashionable interface</li></ul>Weaknesses<br /><ul><li>Easy to use
    20. 20. Modern design
    21. 21. Leading technology</li></ul>Opportunities<br /><ul><li>The market share
    22. 22. Blabla</li></ul>Threats<br /><ul><li>The market share
    23. 23. Blabla</li></li></ul><li>Thái Thành Sơn<br />15<br />Strengths<br /><ul><li>Easy to use
    24. 24. Modern design
    25. 25. Leading technology
    26. 26. High security
    27. 27. Good brand name
    28. 28. Fashionable interface
    29. 29. Stable system
    30. 30. Reasonable price</li></li></ul><li>Thái Thành Sơn<br />16<br />Weaknesses<br /><ul><li>Low applicable capacity (Mac are designed for Mac system)</li></li></ul><li>Opportunities<br />New trend: fashion + technology<br />The decrease of Windows’s users<br />Development of new technology<br />The customer demand of hi-tech products<br />Increasing of living standard<br />Thái Thành Sơn<br />17<br />
    31. 31. Threats<br />Windows is familiar with customers<br />Thái Thành Sơn<br />18<br />
    32. 32. What benefits does Mac bring to?<br />19<br />LýLệ Trinh<br />Rational benefits<br /><ul><li>Easy to use
    33. 33. Modern design
    34. 34. Leading technology</li></ul>Emotional benefits<br /><ul><li>Stylist
    35. 35. Prove yourself</li></li></ul><li>Differentiation<br />Fashion &<br />Easy to use<br />LýLệ Trinh<br />20<br />
    36. 36. Brand positioning<br />TháiThànhSơn<br />21<br />Thái Thành Sơn<br />
    37. 37. Core positioning<br />Mac inspires the stylists with the fashionable and easy-to-use product<br />COMPETITORS<br />Windows: old style, unsafe, expensive<br />Linux: not easy to use, uncommercial<br />22<br />Thái Thành Sơn<br />TARGET CUSTOMER<br />Stylist<br />Young<br />Strong personality<br />CUSTOMER INSIGHT<br />Want to prove yourself and be different<br />DIFFERENTIATION<br />Fashionable and easy-to-use product <br />
    38. 38. Let watch again!<br />Thái Thành Sơn<br />23<br />RESTARTING<br />Do you understand it clearer than the previous clip?<br />
    39. 39. KISS<br />Keep It Simple & Strong<br />24<br />Thái Thành Sơn<br />The reason why we choose this campaign to present to you is…<br />
    40. 40. Thái Thành Sơn<br />25<br />PRODUCT FEATURES<br />Show Mac’s strong points clearly<br />TARGET CUSTOMER<br />Mac’s target customers and their personality & style<br />COMPETITOR<br />Mac’s competitor and its target customers as well as its weaknesses<br />
    41. 41. When they think of Mac, they will think of…<br />=<br />…and vice versa<br />26<br />Thái Thành Sơn<br />
    42. 42. We call it Brand Image<br />Thái Thành Sơn<br />27<br />Steve Jobs<br />Bill Gates<br />
    43. 43. Thank you for your attention<br />Chapter 8: Marketing Management<br />28<br />SECURITY<br />Any question please?<br />
    44. 44. If you want to watch this campaign carefully, please visit:<br /><br /><br /><br />Chapter 8: Marketing Management<br />29<br />
    45. 45. Types of advertising<br />Image<br />advertising<br />Institutional<br />advertising<br />Needs/benefit<br />advertising<br />Sale <br />advertising<br />The image which you want the customers see and feel about your company<br />The services provided by your company but there is no direct call of action<br />The needs of customers and the answer to those needs via the product features <br />A call to action based on the product prices, promotion and discounts.<br />30<br />Thái Thành Sơn<br />