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Chelsea Martin & Susanne Rattay, March 2012
IMC Plan• Executive Summary• Situational Analysis• 4 P’s Brand Extension iKey• Product + SWOT Analysis • Price & Place• Promotion
• Objectives• Promotional Mix + Strategies
• Budget• Future suggestions• Implementation + Control
Apple Inc.
Executive Summary:PAST: Founded April 1976 by Steve Jobs, Steve
Wozniak & Ronald WayneSold hand built Apple 1 Computer Kit2001 the first iPod
Apple Inc.
PRESENT: iPod holds 70% market share Stock up almost 500% in last 10 years“the P.C alternative”Post Steve Jobs, CEO Tim Cook = increase
in charitable donationsEnd of 2012 = highest iPhone/iPad sales
ever
Apple Inc.
FUTURE: Apple’s product compatibility and design superiority have created a loyal customer base
Aim of new product maintain core customers grow customerbase
Situational Analysis
PoliticalTaxation lawsEurope’s universal charger regulations
(2011)
EconomicGFC Immerging Markets (BRICS as of 2011, Mac
iOS had less than 2% market share)
Situational Analysis
Socio-Cultural Immerging nation markets Increasing technology demand (80% world population have a mobile phone) Over 75% of SP (smart phone) users will email, text or browse the web each day
Target customers Home users, small/medium business, students,
younger generation, creative “Mac users”
Situational Analysis
Profound Customer Profile
Wheel of Consumer Analysis• Affect & Cognition• Behaviour• Environment decision process
Identify characteristics, buying patterns, influential factors on a country-by-country basis for different target groups and general market situations
Situational Analysis
Internal Apple Inc
• Review past (strategies + success)• Re-evaluate collaboration with ad agencies• Assess overall promotional capabilities• Maintain Brand Image throughout promotion
iKey
Touch, share, live. In a whole new way.
Product
Introducing the Apple iKey‘A revolutionary device that allows you to do, see and share in a whole new way’
Amazing innovationMinor product extension (peripheral)Product compatibility = core customersVersatile = broad target audience
Product
• Appearence • Dimensions 10 cm x 5 cm• Colors (black, silver, white)• Weight 100 grams
• QWERTY layout + Screen Projection• Lifespan > 5-10 years• Battery charge via devices• Laser + light technology : translates finger
movement into keystrokes
Product
(Park, Milberg & Lawson, 2001)
7 pitfalls (Quelch & Kenny, 2000)
3 argumentsConvenienceHealthSustainability
Why product?
Convenience
• Portability• Multiple gadget use• Multifunctional• Input (keyboard + mouse• Screen (movies + pictures)• Decoration
Promising Outlooks
Health & Sustainability
Conventional keyboards = toxic (Five Winds International, 2001)
• Brominated flame-retardants• PVC (Poly Vinyl Chloride)
E-Waste: incineration forms dioxins
Health & Sustainability
Conventional keyboards = toxic (Five Winds International, 2001)
• Brominated flame-retardants• PVC (Poly Vinyl Chloride)
E-Waste: incineration forms dioxins
Increase in multiple-user PC areas• Lack of hygiene• Transfer of potentially pathogenic bacteriaMain target (students): (Anderson & Palombo, 2009)
100 % PC access, 91,2% regular internet use 73,3% regular e-mail use
SWOT Analysis
Strengths• Innovative• Multifunctional• Consumer-oriented
(convenience, ease-of-use)• Compatibility + diversification• User Interface enhancement PDAs (word processing + spreadsheet use)
• Differentiation
SWOT Analysis
Weaknesses• Immature technology• Increased production costs• High market/consumer research• Mere Apple compatibility• Inflexibility (USB plug-in) + battery• Premium price• No groundbreaking device + adjustment period
but: huge practicability
SWOT Analysis
OpportunitiesLaunch New Technology (projection)Home cinema movementEncourage Apple device purchasePartnerships (collaboration)Multiple-user computer areas
(universities, companies, hospitals)
SWOT Analysis
ThreatsLaser technologyNew field (projection technology)Movie theatresDownward pricing pressureDifficulty market expansionCompetition
Competitive Analysis
Products• Wireless keyboards, fold-up keyboards, thumb
boards, virtual keyboards
Competitive Analysis
Major companies• Experience in projection technology
Competitive Analysis
Minor companies• Experience in projection technology
Competitive Analysis
• In-depth examination• Primary competitors (Samsung, Google)
Strengths + Weaknesses
• Segmentation• Targets• Strategies (positioning + promotional)
• Contemplation of partnerships• Major or minor companies
Competitive Analysis
Virtual Keyboards
VKB Inc
Canesta
Virtek
Differentiation
So far… • Laser only• Simplistic
(Keyboard + mouse)• One size, simple sound• Battery recharge (240 min.)
• Universal connectivity (Bluetooth, Wifi)
• Inconvenience (errors)
Differentiation
… Aim• laser + light combination• Keyboard PLUS
(Screening)• Size + sound regulation• No charging time• Exclusive connectivity
(Apple Socket)• Convenience (error-free)
So far… • Laser only• Simplistic
(Keyboard + mouse)• One size, simple sound• Battery recharge (240 min.)
• Universal connectivity (Bluetooth, Wifi, USB)
• Inconvenience (errors)
Product – Branded House
Does the Master Brand Contribute to the Offering?
Associations Enhancing the Value PropositionHaving the Apple logo and “i” product linkage would make the product more appealingCustomers would associate positives of other Apple products with the new product (e.g. quality and compatibility)
Visibility Apple product launches given worldwide press coverage
Product - Brand Extension
Benefits:low risk (already have the customers)cheaper than a new brandnew product has mutual benefits with
existing productsin line with past brand extensions (minor
extension – peripheral product)
Price
US$150 (€120)*optimum of perceived customer valuein line with current pricing schedules
*subject to production cost fluctuations.
Place
iKey will be stocked inApple storesApple online storesApproved resellers
Know your aim Brand Positioning toolLink the brand to the slogan RepetitionAlways use slogans Creativity
Reinforces Brand ImageEncourages Brand Loyalty
Consistency Brand ConceptBrand Link
a la coeur.
bis zum kern.
hasta el corazón
Objectives
• Marketing Sales, profits, market share, margins
Objectives
• Marketing Sales, profits, market share, margins
• IMCAwareness, belief, perceptions, behavior change,
positioning, image purchase decision
Objectives
• Marketing Sales, profits, market share, margins
• IMCAwareness, belief, perceptions, behavior change,
positioning, image purchase decision
• MediaBroad reach + frequency
Objectives
• Marketing Sales, profits, market share, margins
• IMCAwareness, belief, perceptions, behavior change,
positioning, image purchase decision
• MediaBroad reach + frequency
Promotional Mix
Promotion
Advertising
che
Soccer specific ads during FIFA World Cup international coverage less adverts but with more impact run competitions to win iKey in conjunction with another sponsor (Coca-cola, McDonalds etc)
(cheaper and broader audience than the super bowl)
Target audience: working peoplehouse parentsfamilieschildren“fat-finger-syndrome” people
Why TV: medium allows expression of time/place/emotion
base for other mediums
TV Templates
• Pictorial Analogy: Replacement Version
• Interactiveexperiment
• Extreme Consequence
Specific targetfollows conventionparticular magazines
Why print: large reachlower cost
can be targeted
Billboard
Why billboard: very cost effectiveno
customer buy-in
broadest reception
constant exposure (24/7)
Vivistitial doesn’t interrupt the customer
Model: Pure Affect - Feel
Model: Pure Affect - Feel
Values (Pollay, 1983)
• Practicality• Family• Modern• Unique• Technological• Productivity• Leisure• Youth• Security
PR/Publicity
• Internet Network explosion effect
• Website + special online advertising• Press Conferences• News/Press Releases
• Product Placement• Pixars• Upcoming movies
• Secondary Sources: Things• Sponsorships (e.g. health-related)• Special events (e.g. Soccer World Cup 2014)
Sales Promotion
• Consumer-oriented Create incentives• Student discounts• Packages• Christmas promotions
Sampling
Use Consumer Sensitivity to promotional deals
Personal Selling
• Direct contact• Special occasions (exclusive)• Feedback opportunities
• In store initiative communication flexibility (tailor message)
Model: Low-involvement
CEA : Think Do Feel
Brand leveraging
• Genius Bar• Celebrities• Health Experts
• Country (Origin)• Apple Store• Internet
• Events: Soccer World Cup 2014
• Sponsorships
• Alliances(Infocus, Benq, etc.)
• Co-branding? (Apple + Samsung)
Time Frame
Product to launch June 2nd 2014 2 weeks of minimal advertising (media
buzz) launch full scale advertising between
June 12th & July 13th – FIFA Cup
mix iKey back into accessory advertising after July 20th
Budget
Campaign: in the last four years Apple has spent less than 1% of profits on advertising.
In 2012 Apple spent $1billion on advertising.Plan for iKey: 10% of advertising budget
Television: 50%during FIFA cup: 25%normal prime time: 25%
Print Adverts: 25% Outdoor Ads: 15% Product Placement: 10%
Budget
Spending: Fixed Costs: Product:
production (1. salary/employees 2. material 3. facilities)testing (of product)packaging
Market Research: (1. Customer surveys 2. focus groups)Media:
advertising (1. TV 2. billboard 3. print)IMC tools (PR, Internet etc)
Savings:brand placementmedia buzz
Costs
Research and Development (R&D):Annual R&D Budget overview
2009 2010 2011 20120
2
4
6
8
10
12
AppleGoogleMicrosoft
Apple R&D
less than half of competitors budgetat least 40% of budget spent on iPhone
developments
iKey suggestion is 12% of budgetsecondary device (other products required)
Future suggestions
• PR expansion• Gradually decrease reliance on stealth approach
• Sponsorships• Address children• Target elderly• International expansion• Asia• Developing Countries
Implementation
Customer Care:closely monitor customer responses24/7 phone lines/online communicationprovide promotions to core customer areas (e.g.
student receive a half price iKey when they purchase a iPad valued over $500)
Control: We will come together once a month until one month before launch (and then once a week for the following three months) to discuss issues, evaluate and strategise.
ControThank you for hearing our presentation
Does anybody have a question or comment?
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