整合传播营销.docx
- 文档编号:9164382
- 上传时间:2023-02-03
- 格式:DOCX
- 页数:14
- 大小:57.61KB
整合传播营销.docx
《整合传播营销.docx》由会员分享,可在线阅读,更多相关《整合传播营销.docx(14页珍藏版)》请在冰豆网上搜索。
整合传播营销
APPLEMARKETINGCOMMUNICATIONPLAN
Contents
ExecutiveSummary3
SituationAnalysis3
Companyanalysis3
Competitoranalysis3
Consumeranalysis4
Marketanalysis4
Productanalysis5
Problemsandopportunities5
TargetMarketProfile6
Objectives7
Marketingobjectives7
Communicationobjectives8
Advertisingobjectives8
MarketingCommunicationStrategy8
Advertisingstrategy8
MediaStrategy9
Salepromotionstrategy11
PublicRelationStrategy12
Directmarketingstrategy14
Othermarketingstrategies14
CampaignEvaluation14
Budget15
Appendix15
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.Theresourcesofappleorganizationcanbeusedinmanyaspects,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%intotalincomeproportion,andithasincreased400%comparedwiththesameperiodinlastyear.Thelasthalfyear,AppleCompanyinChinasaleswasover5billiondollar.
Moreexclamatorylettingapersonis,becauseinchinamarket,thereisjustfourretailstores,theon-linestorewhichopenedinlastOctober,andafewchannelslikesChinaUnicom.Butsofarthosesaleschannelshaveachievedsoproudsalesresult.Besides,ChinamarkethasalreadysurpassedtheUStobecomethebiggestconsumermarketinpersonalcomputerintheworld.
Inchinamarket,mostofAppleconsumersinstallandusethepiratedApplesoftwareduringbreakingprison.Atthesomeextent,thoseuniversalphenomenonsbringgreatfinanciallossesforAppstore.Soitgoesagainsttolong-termdevelopinchinaforAppleCompany.
Productanalysis
AppleCompanyprovidesAppledesigns,manufactures,andmarketspersonalcomputers(PCs),mobilecommunicationdevices,andportabledigitalmusicandvideoplayers.Thecompanyalsooffersavarietyofrelatedsoftware,services,peripheralsandnetworkingsolutions.Besides,itprovidesonlinedistributionofthird-partymusic,audiobooks,musicvideos,shortfilmsandtelevisionshows.
AppleCompanyhasalotofbrilliantproducts.Atthepresent,themostpopularproductscanbesegmentfourcategoriescontainMac,iPod,iPhoneandiPad.
Themainproductsmakemanypeoplemad.BecausetheAppleproductshaveconvenientfunctionandsimplifieddesigntoguidethedifferentagefashion.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.Anditalsodemandstheirtastesforupmarket,nichegoodsandservices.
Thinkers:
thoseAppleconsumerspaymoreattentiontoideal.Thisidealcanbeconsideredasproductconceptionandcompanyculture.TheyarewelleducationandfavorfunctionalityandvalueofAppleproduct.
Achievers:
thoseAppleconsumersaremotivatedbyachievementandhavehighmaterialresources.Theyenjoypremiumproduct,andtheyaresensitivetobrandconscious.Intheirminds,Appleproductsrepresentasymboloftheeconomicandsocietystatus.
Strivers:
thosetargetmarketispotentialconsumersforApple.Althoughtheyhavelowmaterialresourcestopurchase,theyaretrendyandfun-loving.Forthem,Appleisbelongstostylishproduct,theyexpecttogetit.
Experiencers:
thoseconsumersaremotivatedbyself-expressionandhavehighresources.Sotheyhaveeconomiccapacitytobuypremiumproducts.Besides,theypurchasemodelisimpulsive.Whentheyfeelsomethingisfashionandentertainment,theyarewillingtopurchaseitwithoutconsider.SoAppleforthemisafashionproduct,theyjustfellowtrendnotbranditselfatmosttime.
Objectives
AccordingtotheSMARRTTmodel,Appleshouldmakespecific,measureable,achievable,realistic,relevant,targetedandtimedobjectives.Soweshouldputmoreenergyonthesoftwaresellingstrategythanhardwareselling.
Marketingobjectives
1.Inthefuture6months,raise4%sellingrateofAppStore.
2.Inthefuture6months,raise2%occupationrateofthemobilephonemarket.
Communicationandadvertisingobjectives
AccordingtoRussellColley’sDAGMAR(DefineAdvertisingGoalsforMeasuredAdvertisingResults)model,wehavetoconsidernotonlypotentialaudiences’butalsotargetaudiences’awareness,comprehension,convic
- 配套讲稿:
如PPT文件的首页显示word图标,表示该PPT已包含配套word讲稿。双击word图标可打开word文档。
- 特殊限制:
部分文档作品中含有的国旗、国徽等图片,仅作为作品整体效果示例展示,禁止商用。设计者仅对作品中独创性部分享有著作权。
- 关 键 词:
- 整合 传播 营销