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1、APPLE MARKETING COMMUNICATION PLANContentsExecutive Summary3Situation Analysis3Company analysis3Competitor analysis3Consumer analysis4Market analysis4Product analysis5Problems and opportunities5Target Market Profile6Objectives7Marketing objectives7Communication objectives8Advertising objectives8Mark
2、eting Communication Strategy8Advertising strategy8Media Strategy9Sale promotion strategy11Public Relation Strategy12Direct marketing strategy14Other marketing strategies14Campaign Evaluation14Budget15Appendix15Executive Summary Apple Company has changed the electronic products world. When the custom
3、ers 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
4、 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
5、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 hard
6、ware.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,
7、 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
8、, 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 competitor
9、s 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
10、 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 cr
11、azy 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 ref
12、lect 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 sa
13、les 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 ma
14、rket 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 s
15、tore. 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
16、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 peo
