整合传播营销

编号：时间：2021年x月x日书山有路勤为径，学海无涯苦作舟页码：第16页 共16页APPLE MARKETING COMMUNICATION PLANContentsExecutive Summary3Situation Analysis3Company analysis3Competitor analysis3Consumer analysis4Market analysis4Product analysis5Problems and opportunities5Target Market Profile6Objectives7Marketing objectives7Communication objectives8Advertising objectives8Marketing Communication Strategy8Advertising strategy8Media Strategy9Sale promotion strategy11Public Relation Strategy12Direct marketing strategy14Other marketing strategies14Campaign Evaluation14Budget15Appendix15Executive Summary Apple Company has changed the electronic products world. When the customers purchasing the Apple products, aside part from the function of products themselves, what do they care about the most? Its “APPLE”, the brand itself.China, as the biggest market of the world, how could Apple Company further step in it? This is an integrated marketing communication plan to develop Apple Companys brand in China. While continuing to develop the Apple Companys brand concept, our have two main objectives. The one is to establish and disseminate an advanced life concept- Simple, Smart and High Quality. Besides, because most of software must be paid in the App Store, if consumers are succeed in breaking prison, they can install and use the software for free. So another objective is to pay attention to the utility software copyright in China market, and strengthen copyright consciousness for Chinese target customers to let them realize that the software is as good as the hardware.Situation Analysis Company analysis The companys sales reach to 307.2 billion in 2011 according to Robert Cihras report. Companys general objective is being the leader of electronic products and promote brand image to make profit. The resources of apple organization can be used in many aspects, such as abundant finance, advanced technique and effective managerial approach. Apples experiential store is the pioneer of the contemporary marketing strategies. The stores promote the brand impressively and inspire consumers to buy the products intensively. Competitor analysisHTC, Sum sung, Nokia, Blackberry, Dell, and Sony are the direct and indirect competitors of brand. These competitors have advantages on durability, camera device, and good looking design. With the development of other competitors technology, their systems become easier to operate and less leaks. In past, the competitors marketing communications mainly include the Internet, news release and form one mouth to one mouth. By these ways, their brands and product information can be spread to some extent. These communications make them sustain great deal of customers. Consumer analysisTeenagers and elites are mainly our target audience. Our target audiences certainly have better economic ability. Teenagers pursue the fashion and luxury, while the elites go after the high level electronic products. Nowadays, the apple brand represents the symbol of fashion and luxury. Maybe this is one reason why large of person crazy about it. The target audiences look for the advanced technology of products. But most of the time, the audiences seek the brand. Consumers respond to the competitor result in a series of imitation, in which other competitors imitate apple. Consumers brand perceptions for Apple product mainly reflect in the symbol of brand, such as the fashion, advanced technology and the luxury.Market analysisApple Company in china market has made up as much as 10% in total income proportion, and it has increased 400% compared with the same period in last year. The last half year, Apple Company in China sales was over 5 billion dollar.More exclamatory letting a person is, because in china market, there is just four retail stores, the on-line store which opened in last October, and a few channels likes China Unicom. But so far those sales channels have achieved so proud sales result. Besides, China market has already surpassed the US to become the biggest consumer market in personal computer in the world.In china market, most of Apple consumers install and use the pirated Apple software during breaking prison. At the some extent, those universal phenomenons bring great financial losses for App store. So it goes against to long-term develop in china for Apple Company.Product analysisApple Company provides Apple designs, manufactures, and markets personal computers (PCs), mobile communication devices, and portable digital music and video players. The company also offers a variety of related software, services, peripherals and networking solutions. Besides, it provides online distribution of third-party music, audio books, music videos, short films and television shows.Apple Company has a lot of brilliant products. At the present, the most popular products can be segment four categories contain Mac, iPod, iPhone and iPad.The main products make many people mad. Because the Apple products have convenient function and simplified design to guide the different age fashion. Moreover, the Apple product is a symbol which representing fashion, luxurious, technology and dream.Problems and opportunities1. Problem1) Intense competitionApple operates in a highly competitive and rapidly evolving technology industry. The company faces intense competition in consumer electronics, PCs and related software and peripheral products markets. The companys competitors include Microsoft, Dell, Hewlett-Packard, Fujitsu, Samsung Electronics, Sony and Toshiba, among others.2) Pirated software in ChinaThe software of Apple has a non-compatibility with non-Apple products, so the sales of Apple software are limited by the sales of hardware. It results in the loss of potential consumer. Moreover, because most of software must pay the bill in the App store, however, if consumers are succeed in breaking prison, they can install and use the software free. So in China market, there are many consumers prefer to choose the free pirated Apple software. The problem brings great financial losses for App store.3) Sale distribution China market is a large potential market, but Apple Company just run four retail stores in Beijing and Shanghai. And Apples sale channels only have on-line store, retail store and China Unicom. Apple Company cant demand for more and more people needs that they can timely and conveniently purchase.2. Opportunity1) Strong brand imageThe Apple brand is well recognized amongst most consumers in China. Apples products enjoy a high level of brand awareness and brand recognition throughout all its markets. Apple leverages its brand image to differentiate its product offering and drive sales. The companys strong brand enables it to command a premium pricing and create significant demand for its products such as iMac, iPod, iPhone and iPad.2) Focus on research and development innovationApple has a strong focus on research and development (R&D) as continual investment in R&D is critical for the development and enhancement of innovative products and technologies. Every product can bring surprise to the consumers.3) Strong growth in smartphones market segmentThe worldwide smartphones market segment is forecast to record strong growth in coming years. China market is the same to present smartphone trend. China smartphones shipment, which accounted for about 12% of mobile phones shipments in 2009, and industry estimates to account for 24% of shipments in 2011. Target Market ProfileUsing current VALS framework to segment and describe target market: Apple products position high-end market which determine to its high price. So Apples target market can be divided into 5 types contains innovators, thinkers, achievers, experiencers and strivers.Innovators: those Apple consumers are successful and sophisticated with high self-esteem. They have abundant material resources to buy Apple product. They are the most receptive to new technologies, so Apple innovation in the new product research and development can continual bring to those type consumers surprise and new experience. And it also demands their tastes for upmarket, niche goods and services. Thinkers: those Apple consumers pay more attention to ideal. This ideal can be considered as product conception and company culture. They are well education and favor functionality and value of Apple product.Achievers: those Apple consumers are motivated by achievement and have high material resources. They enjoy premium product, and they are sensitive to brand conscious. In their minds, Apple products represent a symbol of the economic and society status.Strivers: those target market is potential consumers for Apple. Although they have low material resources to purchase, they are trendy and fun-loving. For them, Apple is belongs to stylish product, they expect to get it.Experiencers: those consumers are motivated by self-expression and have high resources. So they have economic capacity to buy premium products. Besides, they purchase model is impulsive. When they feel something is fashion and entertainment, they are willing to purchase it without consider. So Apple for them is a fashion product, they just fellow trend not brand itself at most time.ObjectivesAccording to the SMARRTT model, Apple should make specific, measureable, achievable, realistic, relevant, targeted and timed objectives. So we should put more energy on the software selling strategy than hardware selling.Marketing objectives1. In the future 6 months, raise 4% selling rate of App Store.2. In the future 6 months, raise 2% occupation rate of the mobile phone market.Communication and advertising objectivesAccording to Russell Colleys DAGMAR (Define Advertising Goals for Measured Advertising Results) model, we have to consider not only potential audiences but also target audiences awareness, comprehension, conviction and action. Awareness: Apple has already let the audience know the existence of App Store.Comprehension: Apple has to let the audience know why they should use the genuine software from App Store and what are the advantages of buying these softwares.Conviction: Apple then should let the audience interest in App Store and desire to buy the software from App Store.Action: Apples final goal is to let the audience to buy the software from App Store.1. In the future 6 months, raise 20% rate of the potential consumers thirst of the App products.2. In the future 6 months, rise 30% rate of the cognition of the consumers to the softwares copyright.3. In the future 6 months, rise 30% rate of the cognition of the consumers that not only the hardware of Apple is luxury, but also does the software of App Store.4. In the future 6 months, rise 30% rate of the cognition of the potential consumers that Apples products are follow the cool, simple and high-end idea.Marketing Communication StrategyAdvertising strategyCreative strategy and executionl Objective: The creative strategy objective is relevance to the brand and companys IMC goals. Based on the marketing objectives and advertising objectives, creative strategy follow their objectives.1. The creative highlights the brand characteristic and App Store. 2. To provide compelling information and let the audience to learn our information and persuade them.3. To stimulate customers desire and motivation.l Strategy The strategy -what the advertising says, what the messages convey to audiences and why should the audience believe this.1. Creative planning (1) According to Consumer Perception Process, our advertising should make brand awareness and image. (2) According to ROI model, the creative strategy is relevant to strategic goals. (3) The promotion appeals are emotional and consumer brand orientated. 2. About the creative (1) Sale the product but not any specific product. There must have a “Big Ideas” in advertising. (2) Combine the Apps (Applications) into the advertising. The approach to transfer the message is to give a simple and special idea. (3) Through consumer self-enhancement to tell how good the brand is. l Tactics and executionAccording to the appeals and creative, do creative development researches and creative briefing at first, follow the plan, and output the creative (including headlines, display copy, body copy, captions, repetition, slogans and signs). And assess the creative ideas at last.Media Strategyl ObjectivesThrough the combination of suitable and effective channels to deliver our message to target markets, make sure that our propagandas will effectively get to targets and make some influences, such as increasing brand identity, increasing the brand loyalty, increasing marketing share.l StrategyWe will try our best to use multi-media and activity to disseminate and deepen Apples brand image. So we provide comprehensive publicizing services for new products promotion conference, television advertising, outdoor advertising and magazine advertising.l Tactics or vehiclesBase on the products life-cycle model and the characters of media vehicles, correlated set the different channels to maximize the advertising effects without massively advertising. (1) Stage1. Introduction period: Global Apple press conference synchronous live broadcasting in China via one bade TV station and Internet of China. (2) Stage 2. Growth period: Commercials on CCTV-1 and Phoenix Chinese Channel; Print advertisements on one magazine in china; Out-door LED screens downtown in Beijing, Shanghai, Guangzhou and Hongkong; Apple Companys official websites in China.(3) Stage3. Mature period: Decrease advertisements quantity in the stage2. (4) Stage4. Decline period: Cancel all the advertisements above.(5) P.S. word of mouth propaganda will run through every stage.l Cost estimatesNew product press conference： We will choose one media to corporation. And the media we chosen can win right to broadcast live video of Apple new product conference by competitive bidding. So for new product press conference, we could save money on buying broadcast time.Television advertising: we choose CCTV1 and Phoenix Chinese Channel to advertise. Advertisement delivery cost as below:TV stationBroadcast timeSpot rate(15 seconds/a per)CCTV120:44148,000yuanPhoenix Chinese Channel20:5533.760 HKOutdoor advertising: we choose Beijing, Shanghai, Guangzhou and Hongkong to advertise. CityBroadcast timeSpot rate(15 seconds/a day)Broadcast frequencyBeijing8:3022:3015,000yuan120 timesShanghai10:00-22:0012,000yuanGuangzhou8:30-23:0028,000yuanHongkongundeterminedMagazine advertising: undeterminedl Continuity scheduleAccording a quarter for standard, we will assess all of media advertisements effectiveness. If an advertisement types effectiveness doesnt get expected standards, we will reduce the volume of advertising in this type or redesign advertising, vice versa.Sale promotion strategyRemaining the price of products is the core of the way to building and maintaining the APPLE brand in consumers. For the sake of setting up and maintaining the brand image in consumers inner heart. Its necessary to keep the APPLE products price within a certain range. Public Relation Strategy1) Market Surveyu Strength: The good image of Apple Company has been built up in the consumers hearts in China. Besides, Apple Company always chase after the high quality and extremely brief aesthetic of the products which lead to an extremely high popularity and support around the consumers in China.u Weakness:It is not good for the development of Apple in China that it doesnt allow the third party software. In contrast, to support the third party software becomes a very important reason for the other electronic companies to successfully occupy the market in China.u Opportunity:As the development of the economics in China, the number of the electronic users grows to No.1 in the world. The electronic market is huge in China. There exists a large room for App to develop in this market.u Threat:The copyright problem is very serious in China. As the complex situation has last for a long time, people prefer to jailbreak the products of Apple in order to use the software for free. As Apple makes profit from the softwares copyright, it is really a primary strategy for Apple to handle copyright problem in China.2) Project Planu Public Relation Objectives:To let the consumers realize the importance of App Store in the hardware products and to design a expressing way which can arouse the consumers interests and identifications in order to let the consumer have the clear understand and strong curiosity. Change the consumers opinion of App Store from an appendage to a product.u Target audience:Students, educational staffs, creative workers and businessmen u Public Relation and Communication Strategy:To plan a set of activity strategies including the website design, introduction of the activity, media channels, etc.Make a full use of the brand recognition around the consumers in China to design the on-line and the off-line publicity. Try to realize the maximization of media communication plan and to arouse the biggest amount of consumers attention.3) Project Implementationu From December, 2011 to March, 2012, App Company initiates “Me and Apple” Activity. According to the different stages of the activity, Apple Company will begin to use different related methods to arouse the consumers attention and join.u First of all, to build up the web meN which is designed as white layout with 100 small squares. u Put the introduction of the activity on this website to explain the details. The context is that the users can upload their stories with their Apple products (hardware and software) to express a life attitude of simple, smart and high quality.u From 1st Dec. 2011, App Company officially announces the information and put the promotion video on the official website. Through its own influence, the video websites and social websites such as Youku and Renren will reprint the information. Also, App Company will put the flyers in the real stores. It will also use the outdoor billboards and screens to play the video. The users can begin to upload their stories.u From 1st Jan 2012 to 9th March 2012, everyday Apple Company will publish a story on the meN.u The purpose of the activity is to let people feel the culture of Apple Company and the excellence of its products. To encourage people to use the entire products of Apple.Direct marketing strategy Experiential MarketingApple, which urges consumers to attempt at its devices in its stores, is considered a pioneer of the contemporary marketing strategies. The concept of Experiential Marketing is not simply refers to the products free trail, Experiential stores make the direct marketing more simply and effectively, it also implies the enterprise taking the consumers as the center. The visibility and popularity of product will be promoted by the experiential stores. Besides, enterprises brand will get developments.Other marketing strategiesIts necessary to conduct a one-year commemoration for great Steves Jobs in 2012. Actually, the commemoration mainly aims at apple enterprises inner staffs. Therefore, the commemoration mainly aims to impel the staffs to learn from Steve Jobs. On one hand, the commemoration will be as incentive mechanism to develop organizational culture. On the other hand, it will consolidate the brand. Huge peoples attention will be aroused and make them attend to the ranks of memorizing Steves jobs. So by the way to conduct a commemoratio