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Rebranding and promotion of Apple

Rebranding and promotion of Apple

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Published by skumar002
Rebranding and promotion of Apple
Rebranding and promotion of Apple

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Categories:Types, Brochures
Published by: skumar002 on Oct 31, 2009
Copyright:Attribution Non-commercial

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08/02/2010

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SAURAV KUMAR

PGDM(C) JICM

•Apple's current market share is 9.1%. •Apple to double market share by 2011.

STRENGTHS One of the oldest hardware manufacturers. Very secure & hack proof. No Virus, Spyware or Malware can attack. High quality product. Easy to carry products Huge consumer base loyal Cool slim look Product diversification

WEAKNESSES High price Hardware & software are clubbed together .

Target Customer
• Professionals in media and design. • People who like to have fun with technology. • People who hate to wait and can pay more for faster speed. • Adds are aired on Discovery, HBO & other english channels.

Tagline
 Old: “Think different”

New: “Entertainment Accelerated”

Promotion
• Schools & colleges – Special discount or gifts for school & colleges

Strategy
• Fest Sponsorship in colleges like IIMs, IITs, NITs & other top colleges in India.

Strategy
Kids above age 8 will be targeted. Adds will be aired on Cartoon network, POGO, Jetix etc. Prominent Cartoon characters will be endorsing Mac. Timing : 4PM to 6PM - All days 9AM to 11AM – Sundays n holidays

Strategy
• Endorsement in Dhoom 3.

IMRAN

• Internet Banner Adds on in.com zapak.com

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