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Get a Mac Get a Mac Presentation Transcript

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