Apple group


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Apple group

  1. 1. New VisionConsulting<br />“We keep it simple”<br />Apple<br />Presented to the IMC class<br />By New Vision Consulting <br />Presented by New Vishion Consulting<br />AE (Team Leader)-Rob Khonry<br />AAE(Advertising)- Rob Khonry<br />AAE(PR)-Wes Grible<br />AAE(Interactive/Internet Marketing)-Marissa Molnar<br />AAE(DM, sales promotion, personal selling)-Matt Komsa<br />
  2. 2. Situation Analysis: Introduction<br />Launch of the new 3GS iPhone by Apple Inc.<br /> The purpose of the IMC campaign strategy is to increase awareness about the 3GS iPhone and educate the 18-25 year old demographic.<br />New Vision Consulting<br />
  3. 3. Situation Analysis :Internal and External Factors<br />Internal Factors<br />Exceptional customer service and assistance<br />Their retail staff is very knowledgeable about the products. <br />External Factors<br />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). <br />New Vision Consulting<br />
  4. 4. Situation Analysis:SWOT Analysis<br />New Vision Consulting<br />Strength<br />Loyalty<br />What turns you on?<br /><ul><li>Weakness
  5. 5. Falling short
  6. 6. AT&T= </li></li></ul><li>Situation Analysis:SWOT Analysis Cont…<br />New Vision Consulting<br /><ul><li>Opportunity
  7. 7. YouTube
  8. 8. WOM
  9. 9. Apple insider Study</li></ul>Threat<br />Are you Smart?<br />Cydia Store & Rock Your Phone<br />College = Student Loans<br />
  10. 10. Situation Analysis: Primary Research<br />Descriptive Statistics<br />N<br />Minimum<br />Maximum<br />Mean<br />Std. Deviation<br />$100-$150<br />30<br />1<br />7<br />5.53<br />2.193<br />$151-$200<br />30<br />1<br />7<br />4.33<br />2.202<br />$201-$250<br />30<br />1<br />7<br />3.00<br />2.274<br />$251+<br />30<br />1<br />7<br />2.30<br />2.292<br />Valid N (listwise)<br />30<br />New Vision Consulting<br />Interview- college students in their natural setting<br />Survey- 30 participants (18F/12M) <br />Research Findings- <br />
  11. 11. Planning: Targeting<br />New Vision Consulting<br />College Students<br />Ages 18-25<br />Closest competitor is Rim (Research in Motion) A.K.A. Blackberry<br /><ul><li>Those who want better service with greater reach and fewer dropped calls.</li></li></ul><li>Planning: Positioning<br />Positioning strategy: “positioning by product user”<br />Identification or association with a specific group. (trendy college kids)<br />New Vision Consulting<br />
  12. 12. Planning:Goals and Objectives<br />Objective time line<br />6 months<br />First objective: Increasing Awareness (of the 3GS) by 50% by the 4th quarter of 2009<br />Second objective: Change attitude and opinion<br />By using credible mediums like PR, via TV, publications<br />New Vision Consulting<br />
  13. 13. Implementation: Media Strategy<br />How will objectives be accomplished?<br />Media strategy <br />Channels to be employed to get the message across…<br />Publication<br />PR Event<br />Television<br />Direct Marketing<br />Internet/Media<br />Level & frequency you hope to achieve<br />New Vision Consulting<br />
  14. 14. Communication: Message Strategy Cont…<br />Message strategy<br />Message to be communicated in…<br />Publication<br />PR Event<br />Television<br />Direct Marketing <br />Internet/Media<br />New Vision Consulting<br />
  15. 15. Communication: Integration<br />How are different types of communications integrated to achieve objectives?<br />Best integration of promotional options<br />PR<br />Explain<br />New Vision Consulting<br />
  16. 16. Communication: Integration Cont…<br />Consumer Decision process<br />Problem/Recognition<br />Information <br />Alternative Evaluation<br />Purchase Decision<br />Post-purchase Decision<br />New Vision Consulting<br />
  17. 17. Communication: Media Calendar & Budget<br />New Vision Consulting<br />
  18. 18. Evaluation: ROB Fill IN Please<br />Evaluation factors should be used on your objective<br />Include what methods Will you use to measure<br />Example<br />Message exposure<br />Awareness<br />Attitude<br />Audience actions/ behaviors<br />Explain the campaign plan limittion (sample size and sampling method) and suggestion for future campaign plan<br />Can continue the PR event for each fresh semester if it is perceived well.<br />New Vision Consulting<br />