groupassignment plan implementation of an integrated marketing communication program for apple company

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<b> Integrated Marketing Communications MKT304</b>

<b>-GROUP ASSIGNMENT</b>

<i><b>Plan implementation of an integrated marketingcommunication program for Apple Company </b></i>

<b>Class: MKT1602</b>

<i><b>Lecturer: Đoàn Thị Thanh Hương </b></i>

<b>Course: MKT304 - Integrated Marketing CommunicationDate: Winter 2022</b>

<b>Team members: Nguyễn Hoàng Tuấn - HS170478 Nguyễn Hải Nam - HS170419 Hoàng Nhật Minh - HS170508 Nguyễn Tuấn Hùng - HS170498 Nguyễn Nhật Anh - HS170453</b>

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2.1.1. Promotional/ Marketing Department organisation...4

2.1.2. Firm’s ability to implement promotional program...5

2.1.3. Agency evaluation and selection and review of previous program results....6

<b>2.2. External analysis...7</b>

2.2.1. Consumer behaviour analysis...7

2.2.2. Market segmentation and target marketing, market positioning...8

<b>III. Analysis of Communication Process:...9</b>

3.1. Analyse receiver’s response processes...9

<b>3.2. Analyse source, message, channel factors...11</b>

<b>IV. Develop Integrated Marketing Communications Program...12</b>

<b>5.1. Set tentative marketing communications budget...15</b>

<b>5.2. Allocate tentative budget...15</b>

<b>VI. Evaluate promotional program results/effectiveness (How/ tools)...16</b>

6.1. Google Analytics...16

6.2. Conversion rate...16

6.3. Cost to have customers...17

6.4. Sources of social media information...17

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6.5. Customer engagement rate...17

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APPLE’S ENTERPRISE

<b>I. Introduction</b>

Apple Inc. is a global technology firm with headquarters in Cupertino, California, thatspecializes in consumer devices, software, and online services. Apple is the world's largest firm by market capitalization as of June 2022, the fourth-largest personal computer vendor by unit sales, the second-largest producer of mobile phones, and the largest technological business by revenue (totaling US$365.8 billion in 2021). Together with Alphabet, Amazon, Microsoft, and Meta, it is one of the Big Five American IT firms.

<b>1.1. Company</b>

Apple provides a wide range of services and products, including the iPhone which is one of Apple’s most popular products. It was founded in 1976 by Steve Jobs and SteveWozniak. Apple is headquartered in Cupertino, California. This research and practicalexperience have led to cutting-edge technology that helps them continually provide the best product possible. It all started with a mouse: it was a revolutionary input device for personal computers that enabled multiple commands in one continuous motion. That small black rectangle would eventually become an iconic symbol of what we now know as the “Macintosh” computer, which Steve Jobs introduced to the masses in 1984.

This computer would soon become a success, so much so that it would launch a revolution in the way that we interact with a computer. Apple’s simplistic and easy-to-use Operating System (OS) was built with one goal in mind: to make technology accessible to everyone. This system was different from anything else on the market at the time because of its ease of use, which made it accessible to more than just computer programmers. Allowing everyone to use this type of software opened up a whole new world of possibilities for how people interacted with computers–and each other through computers.

<b>1.2. Products</b>

Apple’s product portfolio includes iPhone, iPad, Mac, iPod, Apple Watch, and Apple TV. It offers various consumer and professional software applications such as iOS, macOS, iPadOS, and watchOS, iCloud, AppleCare, Apple Pay, and accessories. Applesells and delivers digital content and applications through Apple Store, App Store

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<b>1.3. Objectives</b>

Controlling the production process is Apple's goal. Despite having indirect suppliers, Apple controls them and the business as a whole. Apple runs a closed system in whichit has almost complete control over the components of its supply chain. This suggests that Apple controls everything from designing to selling. The operations that the corporation uses to conduct its business implicitly reflect the manufacturing aims, plans, policies, and programs.

<b>II. Analysis of Promotional Program Situation </b>

<b>2.1. Internal analysis</b>

Apple Company's innovative product design and high-level usages produce inequality in the personal computer (PC) industry. The Macintosh platform has been a key tool inboosting Apple Inc.'s success. The "incorporated structure" of the PC was Apple's unique marketing ploy that supported both the Macintosh and its unique operating system (OS).

The company's performance as a clever organization has been outpaced by the recent advancement in the "User Electronic Sector." The future entertainment business has seen tremendous success with innovative products like the iPhone and iPod. Customers have a lot of faith in Apple's smart devices and they always look forward tosticking with different manufacturers. The company maintains its pricing strategy different from that of its rivalries which provide personal computers and other music systems at low cost.

<b>2.1.1. Promotional/ Marketing Department organisation</b>

Apple has a product-based group strategy, which entails that they concentrate on user demands, perceptions, and values while developing new products.

Top managers in every department, including the marketing division, have the authority to take significant commercial decisions without reporting to or requesting the CEO's permission.

Because it is simple to manage and offers the most scope for input and innovation, thisdesign promotes the product-based group marketing structure.

Large modifications or choices might unfortunately take a while to make since folks atlower levels in the hierarchy do not have as much of an opportunity to participate in decision-making.

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<b>2.1.2. Firm’s ability to implement promotional program</b>

<i><b>Table 1: SWOT analysis of Apple</b></i>

Most Valuable Brand High Priced Products Consistent CustomerGrowth

After effects ofCoronavirus Outbreak

Globally Iconic Limited Advertisement& Promotions

Qualified Professionals No EffectiveCountermeasure for

Air Tags

Top Technology Entering into Area ofNon-Competency

Expansive DistributionNetwork

Apple Bullied ByCounterfeits

Brand Of Choice Incompatibility WithOther Software

Lack of Green Technology Increasing Competition

Proficient Research &Development

Allegations of Tracking Smart WearableTechnology

Market Penetration

Sustainability madePossible through Liam

Unfair BusinessPractices

Utilize Artificialintelligence

China Tariffs

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Expansion in services Integrate StrongerParental Control

Expand Music StreamingServices

<b> 2.1.3. Agency evaluation and selection and review of previous program results</b>

In order to promote changes in the areas of labor and human rights, health and safety, the environment, management systems, and ethics, supplier performance is evaluated against our Code and Standards. Depending on the size of the supplier's activities, assessments are a thorough and rigorous procedure that can take anywhere from a day to more than a week.

An assessment includes in-depth document examinations, a careful site inspection, and interviews with the management and staff of the provider.

Interviews with suppliers' staff take place in their native tongues and without the managers' presence. We check in with the employees of the suppliers we interview to make sure they didn't face any negative consequences for speaking with auditors. To assess suppliers against more than 500 criteria, confirm compliance, and pinpoint areas for improvement, we collaborate with impartial, outside auditors. Each facility isscored on a scale of 100 points for each of the three assessment areas (labor and human rights, health and safety, and environment), and the facility's composite score for the year is the average of these values. Every year, we also carry out unannounced inspections and visits in response to complaints or to make sure that infractions have been corrected.

We require many of our suppliers to go through the Responsible Business Alliance's (RBA) Validated Examination Program (VAP), a facility-wide, third-party assessment that is widely utilized in the industry, in addition to third-party Code of Conduct assessments.

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<b>2.2. External analysis</b>

<i><b>Table 2: External Factor Analysis Summary (EFAS)</b></i>

<b>External factorWeightRatingWeight-score Remarks</b>

proceduresComplements 17 3 51 Powerful and reliable

Designer group - highquality and value additionTechnological

25 3 75 Combine sector withpricing issues - decreasing

price circle

Social pressures 18 3 54 Increasing unreliabilityamong young people

Total 100

<b>2.2.1. Consumer behaviour analysis</b>

Motivation is one of the psychological factors that affects consumer purchasing behavior. An internal drive to buy a new product is fueled by a variety of variables (Pielot et al., 2010). The desire for a smartphone may arise when using an outdated analog phone due to ads, technological advancements, or certain sociological circumstances. Additionally, not having a cell phone compels one to buy one. Additionally, a phone may shatter or disappear without the owner's awareness. In the modern world, it is challenging to live without a communication gadget. A person is

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motivated to get a new cell phone in order to stay up with technological advances by living in a modern environment.

Another element that affects the purchasing decision is the functional requirement, such as learning and business activities. It speaks of a person's requirement for particular capabilities and qualities. To appeal to different demographics with a range of needs and preferences, manufacturers produce mobile phones with a variety of functions. For instance, someone who only needs a phone for making and receiving calls won't purchase a smartphone. But those who engage in gaming and social media will get one. Many people in the modern world use online social media to socialize and integrate (Ware, 2008). Mobile devices are used by billions of individuals to access social media sites, online stores, and other platforms. People also enjoy change and novel experiences. Therefore, someone with an outdated phone might want to get an iPhone or a comparable cell phone, such as one made by Samsung.

<b>2.2.2. Market segmentation and target marketing, market positioning</b>

<i><b>Table 3: STP chart</b></i>

<b>Segmentation TypePositioning</b>

Devices: iPhone, iPad, iPod, Mac

Services: Mac App Store, Apple Pay, iCloud, iTunes, and iTunes Store

Brand identity, overall user experience, emotional branding through innovation, imagination, and design,

<b>Region</b> US and International US and International

<b>Density</b> Urban Urban

18-45 18-30

Males & Females Males & FemalesBachelor, newly married

couple, Full Nest I and II

Bachelor, newly married couple, Full Nest I and IIIncome High Earners High Earners

Occupation Professionals, executives, and managers

Professionals, managers,and students

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Efficiency and speed of service

Personality Ambitious and determined

Ambitious and determined

Lifestyle Explorer, aspirer, succeeder, resigned

Succeeder, aspirer, explorer

Social class Middle and upper classes Middle and upper classes

<b>III. Analysis of Communication Process:</b>

<b>3.1. Analyse receiver’s response processes</b>

Apple successfully applied the AIDA approach while introducing the iPhone.

<b>Attention: Apple does not reveal many details about the new product specifications </b>

and features. People become excited about the product and build anticipation this way.This is one of Apple's most effective marketing strategies. Apples declared that they would be introducing a new product that no one had ever seen before. As a result, people became more aware of the new product and raised their expectations of Apple. They developed an advertisement, established brand visibility, and raised public interest. They simply utilised their phrase, "watch is coming," and did not offer any

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product details in the advertisement.

<b>Interest (create interest in brand and product): </b>

When creating an advertisement, you must emphasise your product's or service's advantages and benefits, as well as why people want to use your product.

At this point, you must create content that will captivate your reader and entice them to learn more about your product or service. Apple plans how the product makes the end-user stand out and how the product will meet their needs after raising awareness of the product. They demonstrated how the product would improve their customers' lives.

When the concept of a home computer first appeared in the 1980s, it quickly gained traction. Steve Jobs donated 9,000 Apple computers to California schools, which was considered insane at the time. Aside from the tax advantages, this marketing strategy demonstrated Jobs' genius.

His goal is to use the "Kids Can't Wait" program - children can't wait - to help childrenbecome acquainted with Apple products while at school. This creates a potential generation of users who will most likely continue to use Apple products as they grow older. Similarly, Apple has numerous ways to cultivate culture, heritage, and brand influence.

<b>Desire (stimulation, wants, and needs of customers): </b>

The identification of any discrepancy between a consumer's actual state and a desired or ideal state is what we call a need. The customer's current state is one of not having an iPhone, while the desired state is one of having an iPhone. Apple, the iPhone's creators, concluded that the need for mobility, flexibility, and dependability are critical

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to satisfying everyone involved in the marketing process. The customer must be able to use the iPhone everywhere and always have a connection, it must be possible to useit in the manner desired, and you must be able to rely on your iPhone at all times.

<b>Action (Stimulate customers to take action on the product) : </b>

Following the success of the previous three phases, the final focus is on selling the product. There are many innovative technology brands that impress users today, but only a few can make users admire everything from the main product to the box. To differentiate itself from the competition, Apple has prioritised the customer experiencethrough the unboxing experience. Steve Jobs revealed in 2007, at the launch of the first iPhone product, that Apple had been granted over 200 patents, including the carrying case. To talk about this, author Adam Lashinsky in Inside Apple wrote: To understand how meticulous Apple is, look at how they hire an employee to stay in the room for months on end just to do one of the jobs. The most boring job - unpacking hundreds of sample boxes. The goal is to find a design that delivers the ultimate unboxing experience. Specifically, the design of the iPhone's box gives users the feeling of holding the box like holding the real product. Right from the first iPhone generation, Apple's box has a minimalistic design with the product name, logo, and real-size image of the product on the lid of the box. This does not create information disturbances and customers will immediately visualise how the product fits in their hands.

Not only that, Apple also offers the experience of opening an electronic box like opening a jewellery box. Unlike many tech product boxes that have to open on the side, most Apple cases have two tight-fitting lids that open by lifting the top lid. This reflects the philosophy that Jony Ive, one of Apple's design heads after 1997, has adopted. “Product packaging can be like operating a movie theatre.” (Packaging can be theatre.) It pleasantly surprises users and distinguishes your product. Even though many competitors use the same "gift box" design to make a visual impression, Apple continues to stand out in auditory and tactile experiences. When the lid is fully opened, it gives a slight "stuck" sensation, requiring a little more force to fully pull it out. This is Apple's way of creating a brand sound, similar to the loud sound of Harley-Davidson motorcycles or the opening of a Coca-Cola bottle.

<b>3.2. Analyse source, message, channel factors</b>

● Source: Apple

● Reliability: Customers bought Apple's product and used it.

● Attractiveness: products with fashionable appearance and modern interface● Purchasing power: stable purchasing power

● Message: "Think Different"

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