1. Chapter 8: Marketing Management 1 VIRUSES

2. Get A Mac Apple’s Marketing Campaign 2 Chapter 8: Marketing Management

4. Do you recognize them? Thái Thành Sơn 4

5. 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)

6. The process of positioning Competitor analysis 6 Thái Thành Sơn Target customer SWOT analysis Brand positioning

7. Competitor analysis NguyễnThịBíchLiễu 7 NguyễnThịBíchLiễu

8. Microsoft Windows Thái Thành Sơn 8

9. Mac just occupies 8% in market share Thái Thành Sơn 9 87% Source: ComputerWorld.com

10. Target customer NguyễnNgọcBửuAnh 10 Thái Thành Sơn

11. SWOT analysis LýLệ Trinh 11 LýLệ Trinh

12. When you need a laptop… LýLệ Trinh 12 Do you buy this laptop?

13. Or do you want to buy this one? LýLệ Trinh 13

15. Modern design

16. Leading technology

17. High security

18. Good brand name

20. Modern design

24. Modern design

25. Leading technology

26. High security

27. Good brand name

28. Fashionable interface

29. Stable system

31. Threats Windows is familiar with customers Thái Thành Sơn 18

33. Modern design

36. Brand positioning TháiThànhSơn 21 Thái Thành Sơn

37. 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

38. Let watch again! Thái Thành Sơn 23 RESTARTING Do you understand it clearer than the previous clip?

39. KISS Keep It Simple & Strong 24 Thái Thành Sơn The reason why we choose this campaign to present to you is…

40. 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

41. When they think of Mac, they will think of… = …and vice versa 26 Thái Thành Sơn

42. We call it Brand Image Thái Thành Sơn 27 Steve Jobs Bill Gates

43. Thank you for your attention Chapter 8: Marketing Management 28 SECURITY Any question please?

44. 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

45. 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