整合传播营销

APPLEMARKETINGCOMMUNICATIONPLAN

Contents

ExecutiveSummary

2

SituationAnalysis

2

Companyanalysis

2

Competitoranalysis

3

Consumeranalysis

3

Marketanalysis

4

Productanalysis

4

Problemsandopportunities

5

TargetMarketProfile

6

Objectives

7

Marketingobjectives

7

Communicationobjectives

8

Advertisingobjectives

8

MarketingCommunicationStrategy

9

Advertisingstrategy

9

MediaStrategy

10

Salepromotionstrategy

12

PublicRelationStrategy

13

Directmarketingstrategy

13

Othermarketingstrategies

15

CampaignEvaluation

16

Budget

16

Appendix

17

ExecutiveSummary

AppleCompanyhaschangedtheelectronicproducts’world.WhenthecustomerspurchasingtheAppleproducts,asidepartfromthefunctionofproductsthemselves,whatdotheycareaboutthemost?It’s“APPLE”,thebranditself.

China,asthebiggestmarketoftheworld,howcouldAppleCompanyfurtherstepinit?ThisisanintegratedmarketingcommunicationplantodevelopAppleCompany’sbrandinChina.

WhilecontinuingtodeveloptheAppleCompany’sbrandconcept,ourhavetwomainobjectives.Theoneistoestablishanddisseminateanadvancedlifeconcept---Simple,SmartandHighQuality.Besides,becausemostofsoftwaremustbepaidintheAppStore,ifconsumersaresucceedinbreakingprison,theycaninstallandusethesoftwareforfree.SoanotherobjectiveistopayattentiontotheutilitysoftwarecopyrightinChinamarket,andstrengthencopyrightconsciousnessforChinesetargetcustomerstoletthemrealizethatthesoftwareisasgoodasthehardware.

SituationAnalysis

Companyanalysis

Thecompany’ssalesreachto307.2billionin2011accordingtoRobertCihra’sreport.Company’sgeneralobjectiveisbeingtheleaderofelectronicproductsandpromotebrandimagetomakeprofit.The

resourcesofappleorganizationcanbeusedinmanyaspects,suchasabundantfinance,advancedtechniqueandeffectivemanagerialapproach.Apple‘sexperientialstoreisthepioneerofthecontemporarymarketingstrategies.Thestorespromotethebrandimpressivelyandinspireconsumerstobuytheproductsintensively.

Competitoranalysis

HTC,Sumsung,Nokia,Blackberry,Dell,andSonyarethedirectandindirectcompetitorsofbrand.Thesecompetitorshaveadvantagesondurability,cameradevice,andgoodlookingdesign.Withthedevelopmentofothercompetitors’technology,theirsystemsbecomeeasiertooperateandlessleaks.Inpast,thecompetitors’marketingcommunicationsmainlyincludetheInternet,newsreleaseandformonemouthtoonemouth.Bytheseways,theirbrandsandproductinformationcanbespreadtosomeextent.Thesecommunicationsmakethemsustaingreatdealofcustomers.

Consumeranalysis

Teenagersandelitesaremainlyourtargetaudience.Ourtargetaudiencescertainlyhavebettereconomicability.Teenagerspursuethefashionandluxury,whiletheelitesgoafterthehighlevelelectronicproducts.Nowadays,theapplebrandrepresentsthesymboloffashionandluxury.Maybethisisonereasonwhylargeofpersoncrazyaboutit.Thetargetaudienceslookfortheadvancedtechnologyofproducts.Butmostofthetime,theaudiencesseekthebrand.Consumersrespondtothecompetitorresultinaseriesofimitation,inwhichothercompetitorsimitateapple.ConsumersbrandperceptionsforAppleproductmainlyreflectinthesymbolofbrand,suchasthefashion,advancedtechnologyandtheluxury.

Marketanalysis

AppleCompanyinchinamarkethasmadeupasmuchas10%intotalincome

proportion,andithasincreased400%comparedwiththesameperiodin

lastyear.Thelasthalfyear,AppleCompanyinChinasaleswasover5

billiondollar.

Moreexclamatorylettingapersonis,becauseinchinamarket,thereis

justfourretailstores,theon-linestorewhichopenedinlastOctober,

andafewchannelslikesChinaUnicom.Butsofarthosesaleschannels

haveachievedsoproudsalesresult.Besides,Chinamarkethasalready

surpassedtheUStobecomethebiggestconsumermarketinpersonal

computerintheworld.

Inchinamarket,mostofAppleconsumersinstallandusethepiratedApple

softwareduringbreakingprison.Atthesomeextent,thoseuniversal

phenomenonsbringgreatfinanciallossesforAppstore.Soitgoesagainst

tolong-termdevelopinchinaforAppleCompany.

Productanalysis

AppleCompanyprovidesAppledesigns,manufactures,andmarketspersonal

computers(PCs),mobilecommunicationdevices,andportabledigitalmusic

andvideoplayers.Thecompanyalsooffersavarietyofrelatedsoftware,

services,peripheralsandnetworkingsolutions.Besides,itprovides

onlinedistributionofthird-partymusic,audiobooks,musicvideos,

shortfilmsandtelevisionshows.

AppleCompanyhasalotofbrilliantproducts.Atthepresent,themost

popularproductscanbesegmentfourcategoriescontainMac,iPod,iPhone

andiPad.

Themainproductsmakemanypeoplemad.BecausetheAppleproductshave

convenientfunctionandsimplifieddesigntoguidethedifferentage

fashion.Moreover,theAppleproductisasymbolwhichrepresentingfashion,luxurious,technologyanddream.

Problemsandopportunities

1.Problem

1)Intensecompetition

Appleoperatesinahighlycompetitiveandrapidlyevolvingtechnologyindustry.Thecompanyfacesintensecompetitioninconsumerelectronics,PCsandrelatedsoftwareandperipheralproductsmarkets.Thecompany’scompetitorsincludeMicrosoft,Dell,Hewlett-Packard,Fujitsu,SamsungElectronics,SonyandToshiba,amongothers.

2)PiratedsoftwareinChina

ThesoftwareofApplehasanon-compatibilitywithnon-Appleproducts,sothesalesofApplesoftwarearelimitedbythesalesofhardware.Itresultsinthelossofpotentialconsumer.Moreover,becausemostofsoftwaremustpaythebillintheAppstore,however,ifconsumersaresucceedinbreakingprison,theycaninstallandusethesoftwarefree.SoinChinamarket,therearemanyconsumersprefertochoosethefreepiratedApplesoftware.TheproblembringsgreatfinanciallossesforAppstore.

3)Saledistribution

Chinamarketisalargepotentialmarket,butAppleCompanyjustrunfourretailstoresinBeijingandShanghai.AndApple’ssalechannelsonlyhaveon-linestore,retailstoreandChinaUnicom.AppleCompanycan’tdemandformoreandmorepeopleneedsthattheycantimelyandconvenientlypurchase.

2.Opportunity

1)Strongbrandimage

TheApplebrandiswellrecognizedamongstmostconsumersinChina.

Apple’sproductsenjoyahighlevelofbrandawarenessandbrandrecognitionthroughoutallitsmarkets.Appleleveragesitsbrandimagetodifferentiateitsproductofferinganddrivesales.Thecompany’sstrongbrandenablesittocommandapremiumpricingandcreatesignificantdemandforitsproductssuchasiMac,iPod,iPhoneandiPad.2)Focusonresearchanddevelopmentinnovation

Applehasastrongfocusonresearchanddevelopment(R&D)ascontinualinvestmentinR&Discriticalforthedevelopmentandenhancementofinnovativeproductsandtechnologies.Everyproductcanbringsurprisetotheconsumers.

3)Stronggrowthinsmartphonesmarketsegment

Theworldwidesmartphonesmarketsegmentisforecasttorecordstronggrowthincomingyears.Chinamarketisthesametopresentsmartphonetrend.Chinasmartphonesshipment,whichaccountedforabout12%ofmobilephonesshipmentsin2009,andindustryestimatestoaccountfor24%ofshipmentsin2011.

TargetMarketProfile

UsingcurrentVALSframeworktosegmentanddescribetargetmarket:Appleproductspositionhigh-endmarketwhichdeterminetoitshighprice.

SoApple’stargetmarketcanbedividedinto5typescontainsinnovators,thinkers,achievers,experiencersandstrivers.

Innovators:thoseAppleconsumersaresuccessfulandsophisticatedwithhighself-esteem.TheyhaveabundantmaterialresourcestobuyAppleproduct.Theyarethemostreceptivetonewtechnologies,soAppleinnovationinthenewproductresearchanddevelopmentcancontinualbringtothosetypeconsumers’surpriseandnewexperience.Anditalsodemands

theirtastesforupmarket,nichegoodsandservices.

Thinkers:thoseAppleconsumerspaymoreattentiontoideal.Thisideal

canbeconsideredasproductconceptionandcompanyculture.Theyarewell

educationandfavorfunctionalityandvalueofAppleproduct.

Achievers:thoseAppleconsumersaremotivatedbyachievementandhave

highmaterialresources.Theyenjoypremiumproduct,andtheyare

sensitivetobrandconscious.Intheirminds,Appleproductsrepresent

asymboloftheeconomicandsocietystatus.

Strivers:thosetargetmarketispotentialconsumersforApple.Although

theyhavelowmaterialresourcestopurchase,theyaretrendyand

fun-loving.Forthem,Appleisbelongstostylishproduct,theyexpect

togetit.

Experiencers:thoseconsumersaremotivatedbyself-expressionandhave

highresources.Sotheyhaveeconomiccapacitytobuypremiumproducts.

Besides,theypurchasemodelisimpulsive.Whentheyfeelsomethingis

fashionandentertainment,theyarewillingtopurchaseitwithout

consider.SoAppleforthemisafashionproduct,theyjustfellowtrend

notbranditselfatmosttime.

Objectives

AccordingtotheSMARRTTmodel,Appleshouldmakespecific,measureable,achievable,

realistic,relevant,targetedandtimedobjectives.Soweshouldputmoreenergy

onthesoftwaresellingstrategythanhardwareselling.

Marketingobjectives

1.Inthefuture6months,raise4%sellingrateofAppStore.

2.Inthefuture6months,raise2%occupationrateofthemobilephone

market.

Communicationandadvertisingobjectives

AccordingtoRussellColley’sDAGMAR(DefineAdvertisingGoalsforMeasuredAdvertisingResults)model,wehavetoconsidernotonlypotentialaudiences’butalsotargetaudiences’awareness,comprehension,convictionandaction.

Awareness:ApplehasalreadylettheaudienceknowtheexistenceofAppStore.

Comprehension:ApplehastolettheaudienceknowwhytheyshouldusethegenuinesoftwarefromAppStoreandwhataretheadvantagesofbuyingthesesoftwares.

Conviction:ApplethenshouldlettheaudienceinterestinAppStoreanddesiretobuythesoftwarefromAppStore.

Action:Apple’sfinalgoalistolettheaudiencetobuythesoftwarefromAppStore.

1.Inthefuture6months,raise20%rateofthepotentialconsumers’thirstoftheAppproducts.

2.Inthefuture6months,rise30%rateofthecognitionoftheconsumerstothesoftware’scopyright.

3.Inthefuture6months,rise30%rateofthecognitionoftheconsumersthatnotonlythehardwareofAppleisluxury,butalsodoesthesoftwareofAppStore.

4.Inthefuture6months,rise30%rateofthecognitionofthepotentialconsumersthatApple’sproductsarefollowthecool,simpleandhigh-endidea.

MarketingCommunicationStrategy

Advertisingstrategy

Creativestrategyandexecution

Objective:

Thecreativestrategyobjectiveisrelevancetothebrandandcompany’sIMCgoals.Basedonthemarketingobjectivesandadvertisingobjectives,creativestrategyfollowtheirobjectives.

1.ThecreativehighlightsthebrandcharacteristicandAppStore.

2.Toprovidecompellinginformationandlettheaudiencetolearnourinformationandpersuadethem.

3.Tostimulatecustomers’desireandmotivation.

Strategy

Thestrategy---whattheadvertisingsays,whatthemessagesconveytoaudiencesandwhyshouldtheaudiencebelievethis.

1.Creativeplanning

(1)AccordingtoConsumerPerceptionProcess,ouradvertisingshouldmakebrandawarenessandimage.

(2)AccordingtoROImodel,thecreativestrategyisrelevanttostrategicgoals.

(3)Thepromotionappealsareemotionalandconsumerbrandorientated.

2.Aboutthecreative

(1)Saletheproductbutnotanyspecificproduct.Theremusthavea“BigIdeas”inadvertising.

(2)CombinetheApps(Applications)intotheadvertising.Theapproachtotransferthemessageistogiveasimpleandspecialidea.

(3)Throughconsumerself-enhancementtotellhowgoodthebrandis.

Tacticsandexecution

Accordingtotheappealsandcreative,docreativedevelopmentresearchesandcreativebriefingatfirst,followtheplan,andoutputthecreative(includingheadlines,displaycopy,bodycopy,captions,repetition,slogansandsigns).Andassessthecreativeideasatlast.

MediaStrategy

Objectives

Throughthecombinationofsuitableandeffectivechannelstodeliverourmessagetotargetmarkets,makesurethatourpropagandaswilleffectivelygettotargetsandmakesomeinfluences,suchasincreasingbrandidentity,

increasingthebrandloyalty,increasingmarketingshare.

Strategy

Wewilltryourbesttousemulti-mediaandactivitytodisseminateanddeepenApple’sbrandimage.Soweprovidecomprehensivepublicizingservicesfornewproductspromotionconference,televisionadvertising,

outdooradvertisingandmagazineadvertising.

Tacticsorvehicles

Baseontheproduct’slife-cyclemodelandthecharactersofmediavehicles,correlatedsetthedifferentchannelstomaximizetheadvertisingeffectswithoutmassivelyadvertising.

(1)Stage1.Introductionperiod:GlobalApplepressconferencesynchronouslivebroadcastinginChinaviaonebadeTVstationandInternetofChina.

(2)Stage2.Growthperiod:CommercialsonCCTV-1andPhoenixChineseChannel;Printadvertisementsononemagazineinchina;Out-doorLEDscreensdowntowninBeijing,Shanghai,GuangzhouandHongkong;AppleCompany’sofficialwebsitesinChina.

(3)Stage3.Matureperiod:Decreaseadvertisementsquantityinthestage2.

(4)Stage4.Declineperiod:Cancelalltheadvertisementsabove.

(5)P.S.wordofmouthpropagandawillrunthrougheverystage.

Costestimates

Newproductpressconference：Wewillchooseonemediatocorporation.AndthemediawechosencanwinrighttobroadcastlivevideoofApplenewproductconferencebycompetitivebidding.Sofornewproductpressconference,wecouldsavemoneyonbuyingbroadcasttime.

Televisionadvertising:wechooseCCTV1andPhoenixChineseChannelto

advertise.Advertisementdeliverycostasbelow:

Spotrate(15seconds/aper)

Broadcasttime

TVstation

CCTV1

PhoenixChineseChannel

148,000yuan

33.760HK

20:44

20:55

Outdooradvertising:wechooseBeijing,Shanghai,GuangzhouandHongkong

toadvertise.

BroadcasttimeSpotrate(15Broadcast

seconds/aday)frequency

8:30—22:3015,000yuan120times

10:00-22:0012,000yuan

8:30-23:0028,000yuan

undetermined

City

Beijing

Shanghai

Guangzhou

Hongkong

Magazineadvertising:undetermined

Continuityschedule

Accordingaquarterforstandard,wewillassessallofmediaadvertisements’effectiveness.Ifanadvertisementtype’seffectivenessdoesn’tgetexpectedstandards,wewillreducethevolumeofadvertisinginthistypeorredesignadvertising,viceversa.

Salepromotionstrategy

RemainingthepriceofproductsisthecoreofthewaytobuildingandmaintainingtheAPPLEbrandinconsumers’.Forthesakeofsettingupandmaintainingthebrandimageinconsumers’innerheart.It’snecessarytokeeptheAPPLEproduct’spricewithinacertainrange.

PublicRelationStrategy

1)MarketSurvey

令Strength:

ThegoodimageofAppleCompanyhasbeenbuiltupintheconsumers’’heartsinChina.Besides,AppleCompanyalwayschaseafterthehighqualityandextremelybriefaestheticoftheproductswhichleadtoanextremelyhighpopularityandsupportaroundtheconsumersinChina.令Weakness:

ItisnotgoodforthedevelopmentofAppleinChinathatitdoesn’tallowthethirdpartysoftware.Incontrast,tosupportthethirdpartysoftwarebecomesaveryimportantreasonfortheotherelectroniccompaniestosuccessfullyoccupythemarketinChina.

令Opportunity:

AsthedevelopmentoftheeconomicsinChina,thenumberoftheelectronicusersgrowstoNo.1intheworld.TheelectronicmarketishugeinChina.ThereexistsalargeroomforApptodevelopinthismarket.

令Threat:

ThecopyrightproblemisveryseriousinChina.Asthecomplexsituationhaslastforalongtime,peopleprefertojailbreaktheproductsofAppleinordertousethesoftwareforfree.AsApplemakesprofitfromthesoftware’scopyright,itisreallyaprimarystrategyforAppletohandlecopyrightprobleminChina.

2)ProjectPlan

令PublicRelationObjectives:

TolettheconsumersrealizetheimportanceofAppStoreinthehardwareproductsandtodesignaexpressingwaywhichcanarousetheconsumers’interestsandidentificationsinordertolettheconsumerhavetheclearunderstandandstrongcuriosity.Changetheconsumers’opinionofApp

Storefromanappendagetoaproduct.

令Targetaudience:

Students,educationalstaffs,creativeworkersandbusinessmen令PublicRelationandCommunicationStrategy:

Toplanasetofactivitystrategiesincludingthewebsitedesign,introductionoftheactivity,mediachannels,etc.

MakeafulluseofthebrandrecognitionaroundtheconsumersinChinatodesigntheon-lineandtheoff-linepublicity.Trytorealizethemaximizationofmediacommunicationplanandtoarousethebiggestamountofconsumers’attention.

3)ProjectImplementation

令FromDecember,2011toMarch,2012,AppCompanyinitiates“MeandApple”Activity.Accordingtothedifferentstagesoftheactivity,AppleCompanywillbegintousedifferentrelatedmethodstoarousetheconsumers’attentionandjoin.

令Firstofall,tobuildupthewebmeN.chichisdesignedaswhitelayoutwith100smallsquares.

令Puttheintroductionoftheactivityonthiswebsitetoexplainthedetails.ThecontextisthattheuserscanuploadtheirstorieswiththeirAppleproducts(hardwareandsoftware)toexpressalifeattitudeofsimple,smartandhighquality.

令From1stDec.2011,AppCompanyofficiallyannouncestheinformationandputthepromotionvideoontheofficialwebsite.Throughitsowninfluence,thevideowebsitesandsocialwebsitessuchasYoukuandRenrenwillreprinttheinformation.Also,AppCompanywillputtheflyersintherealstores.Itwillalsousetheoutdoorbillboardsandscreenstoplaythevideo.Theuserscanbegintouploadtheirstories.

令From1stJan2012to9thMarch2012,everydayAppleCompanywillpublishastoryonthemeN.

令ThepurposeoftheactivityistoletpeoplefeelthecultureofApple

Companyandtheexcellenceofitsproducts.ToencouragepeopletousetheentireproductsofApple.

Directmarketingstrategy

ExperientialMarketing

Apple,whichurgesconsumerstoattemptatitsdevicesinitsstores,isconsideredapioneerofthecontemporarymarketingstrategies.TheconceptofExperientialMarketingisnotsimplyreferstotheproductsfreetrail,Experientialstoresmakethedirectmarketingm