Continuous Evaluation 1

IMC & BM

2020 - 22

SHANTI BUSINESS SCHOOL

Continuous Evaluation 1
Submitted to Shanti Business School as a Part of the
IMC & BM
Project undertaken in this Institute

Date: 30/09/2021

Under guidance of : PROF. RENIN SINGH

Undertaking

I, Nandini Porwal the author of the SIP titled IMC Campaign of i Phone hereby declare that this is
an independent work of mine carried out towards partial fulfilment of the requirements for the award
of the PGDM/PGDM-M diploma by Shanti Business School, Ahmedabad, India. All views and
opinions expressed in this report are my mine.

Signature of the Student: Nandini Porwal

Name of student : Nandini Porwal

Enrolment №: : 5-20-012
Date :
Place : Prayagraj, U.P.
Acknowledgments

I Nandini Porwal, would like to take this opportunity to express my deepest gratitude
to my faculty guide PROF. RENIN SINGH , for the continuous support and follow up
during the entire project

Finally, I would like to thank friends and peers for being a constant source of support
during the process of project leading to its effective completion.
Executive Summary
 Table of contents
SR.NO CHAPTERS PAGE NO.

1 INTRODUCTION

2
PROJECT TITLE: IMC CAPAIGN
OF i PHONE
 CHAPTER -1

INTEGRATED
MARKETING
COMMUNICATION
STRATEGY
 INTEGRATED MARKETING
COMMUNICATION STRATEGY
1. MARKETING ENVIRONMENT ANALYSIS

1.1 CUSTOMER PROFILE:-

The customer profile is paramount to an organization. It helps to identify
and meet the needs of the customers. Besides, understanding the profile of the
target customers helps in advertising. A majority of people who purchase Apple
iPhones are affluent. Cusumano (2010) maintains that Apple’s customers are
tech enthusiasts. According to Cusumano (2010), Apple’s primary customers
are young and technology-enamored individuals.

1.2 TARGET MARKET:-

According to Douglas, Craig, and Nissan (2008), Apple Inc. targets
different customers. One of the company’s targets customers is the youths.
These are individuals aged between 10 and 25. Many teens use Apple’s iPhones
for different purposes. For instance, some use iPhones to interact with
colleagues via Facebook, Tweeter, and other social media platforms. Others use
iPhones to listen to music or watch videos.
According to Eisenmann, Parker, and Van Alstyne (2006), many adults
use i Phones for different purposes. They use the iPhones for not only
communicating but also taking photos and sharing data. Apple iPhones are
equipped with a global positioning system (GPS). Thus, they help people to find
directions as they travel. The graph below shows the target market for Apple
Inc. (Cusumano, 2010).
1.3 APPLE BRAND POSITIONING:-
Keller (2010) defines brand positioning as the strategies that organizations
use to create positive images in the minds of customers. It helps enterprises to
win customer loyalty and grow their market share. The customers develop a
positive perception of the company. Whenever the customers come across a
company’s brand, they associate it with something desirable. Apple Inc. uses its
brand to compete with other technology companies across the globe (Keller,
2010).
Apple has struggled to build its brand for many years. Currently, the
trademark is among the trendiest in the world. Baroto et al. (2012) allege that
most people relate Apple to quality, innovation, uniqueness, and design. They
believe that the company cannot produce gadgets that are not pioneering and of
top-notch quality. Production of such devices would ruin the company’s image.
Apple Inc. sells its products at premium prices.
Additionally, the company popularises iPhone SE as one with a unique
design. The selling propositions are meant to arouse consumers’ interest in the
product, therefore increasing its sales.
CHAPTER – 2

MEDIA AGENCY
BEHIND THE
IMC CAMPAIGN
1. DIGITAL MARKETING:-

Apple has been relying on traditional advertising media for many years.
Holm (2006) claims that the company did not have a Facebook, Tweeter, or
Instagram account for marketing iPhones. However, the need to monitor and
understand changes in consumer behavior has forced Apple to invest in digital
marketing. The company has partnered with Huge and AKQA to bolster its
digital marketing and advertising (Holm, 2006).
As a result, the company has opened Facebook and Twitter accounts that it
uses to reach customers and get their feedback. The company has an exclusive
iPhone Facebook page meant to enlighten customers on the latest iPhones.
Apple uploads images of iPhones on the account. Besides, it uses the account to
interact with clients. The images below were obtained from Apple’s iPhone
Facebook account.

Apple uses the Tweeter account not only to market iPhones but also
counter competition from rival companies (Holm, 2006). The company uses
Tweeter to discourage the public from purchasing smartphones from companies
like Samsung. For instance, Apple took advantage of Galaxy S7 weak battery to
popularise its brand and cast a negative picture of Samsung smartphones. Below
are some images that Apple shared on its Tweeter account after the Samsung
Galaxy S7 incident.
2. POINT-OF-PURCHASE :-
As per Shankar, Venkatesh, Hofacker, and Naik (2010), retailers are
gradually assuming the role of marketers and vice versa. Many companies have
invested in point-of-purchase as it influences customers to spend on high-
margin products. The points-of-purchase is located in a strategic location to
reach many customers. Apple understands the power of point-of-purchase in
marketing. As a result, it has established signature stores that facilitate the
promotion of iPhones and other brands.
The signature stores are mainly located in upscale regional centers.
Previously, Apple relied on consumer electronic channels to market iPhones.
Shankar et al. (2010) describe the signature stores as “crisply designed, airy
environments that attract loyal Apple customers” (p. 115). Besides seeing Apple
brands, consumers get an opportunity to learn how to use iPhones and other
products. Below is an image of Apple’s point-of-purchase in China (Shankar et
al., 2010).
3. SALES PROMOTION:-
According to Prendergast and Thompson (2008), sales promotion is a
constituent of the marketing mix. Organizations use media and non-media
promotion for a given period to arouse consumer interest in a particular product.
Sales promotion helps to boost product availability. Examples of the marketing
communication strategies that organizations use to promote products include
coupons, premiums, loss leaders, product samples, and point-of-purchase
displays among others.
Sales promotion can target either consumers or retailers. Apple Inc. uses
sales promotion to boost the demand for iPhones. The company uses email to
contact clients who qualify for iPhone upgrade. Prendergast and Thompson
(2008) claim that Apple sends promotional emails to customers encouraging
them to purchase the latest series of iPhones (Prendergast & Thompson, 2008).

4. PERSONAL SELLING:-
Personal selling refers to the use of employees or sales personnel to market
products. The sales staff meet the customers and have one-on-one
communication. According to Wind (2008), individuals promote goods through
their appearance, attitude, and product knowledge. Sales personnel encourage
customers to purchase or sample products. Besides, they show customers how
to use the products.
The personal selling strategy is mostly applicable to expensive and luxurious
products like cars. Apple Inc. uses a personal selling technique to market
iPhones and other products. Wind (2008) posits, “Apple’s shores are home to
many young and knowledgeable sales representatives who are trained
thoroughly in both product information and customer services” (p. 25). Apple
Inc. launches a new series of iPhones frequently.

5. SPONSORSHIP MARKETING:-
Pope and Voges (2016) allege that sponsorship is a new and rapidly
growing form of marketing in the United States. Pope and Voges (2016) define
sponsorship as “the financial or in-kind support of an activity, used primarily to
reach specified business goals” (p. 99). Sponsorship is different from
advertising. Sponsorship marketing helps to drive the sale. Organizations have
an opportunity to showcase their products.
Additionally, sponsorship marketing influences consumer attitudes
towards certain products. During Steve Jobs’s tenure, Apple did not engage in
sponsorship marketing. Instead, the company used innovation, design, and
simplicity to brand its products. The current chief executive officer has
introduced changes to the company’s marketing strategies.
In 2016, Apple Inc. sponsored the Super Bowl Host Committee.
Although the leadership of Apple Inc. denied that the sponsorship was meant
for marketing purposes, it was evident that the company took the initiative to
send a message to other technology firms like Google (Pope & Voges, 2016).
Sponsorship marketing enabled Apple to reach a broad audience and popularise
its brand. Below is an image that shows Apple’s sponsorship of the Super Bowl
Host Committee (Pope & Voges, 2016).
 CHAPTER-3

IMC
CAMPAIGN OF
THE PRODUCT
 IMC CAMPAIGN OF THE PRODUCT
Shah Rukh Khan has been appointed as the brand
ambassador for Apple Inc, which is the World’s Most
Valued Company in terms of Market Capitalisation.
A few months ago, when the CEO of Apple,
Tim Cook, visited India, he partied with Shah Rukh at
his Bandra residence Mannat. This raised speculation
in the media that the superstar could be appointed as
the Brand Ambassador for Apple, a company that has
been facing tough competition from Google’s Android
in India.
Tim, who was in the country to understand the
potential of smartphone business in the country, was
amazed to see the actor’s massive fan following and
the respect he has earned over the years.
That was one of the reasons why it was unanimously decided that Shah Rukh
would be the new Brand Ambassador for Apple India.
Congratulation to SRK, who awaits the release of his second film of 2017 –
the untitled movie directed by Imtiaz Ali.
The company uses billboards and television to promote iPhones. Currently,
most households own televisions. Thus, the company is guaranteed of reaching a
broad target audience. The advertisements are structured in a way that they depict the
superior quality of the iPhones. Besides, the slogans used to advertise the iPhones are
captivating. Holm (2006) holds that Apple Inc. also promotes iPhones via fashion
magazines. Below are images of some of the broadcast media that Apple uses to
market smart phones.
A print advertisement is the best media platform to introduce the apple
household appliance line. Through print advertisements the message will be simple
and understandable. The targeted demographic will be reached when used in specific
magazines. This is also beneficial because it will not reach such a large audience as
opposed to a TV commercial. Using a print advertisement to introduce a new line will
allow Apple to test the waters and measure people’s attitudes towards the new product
line. This is also a cheaper option and positive feedback will result in more
advertisements such as more print ads and an eventual tv commercial. The Apple
smart refrigerator will be advertised on a simple sleek page that emphasizes the
product. This ad will be similar to most Apple advertisements, which let Apple’s
brand identity speak for itself.

INTEGRATED MARKETING COMMUNICATION:-

Apple Inc. uses different communication channels to popularize its
iPhones. The objective of using an integrated marketing communication is to
reach many customers and boost the sales volume. The company uses
promotional and advertising instruments to draw the attention, desire, and
interest of the clients (Holm, 2006). Besides, Apple posts sleek images of
iPhones on its website to attract customers.
According to Holm (2006), Apple uses print and broadcast media to
market iPhones. Other communication strategies that the company uses include
digital media, point-of-purchase, direct marketing, personal selling, sales
promotion, and public relations among others.

PRINT AND BROADCAST MEDIA:-

Apple uses numerous print and broadcast media to market iPhones. The
company uses billboards and television to promote iPhones. Currently, most
households own televisions. Thus, the company is guaranteed of reaching a
broad target audience. The advertisements are structured in a way that they
depict the superior quality of the iPhones. Besides, the slogans used to advertise
the iPhones are captivating. Holm (2006) holds that Apple Inc. also promotes
iPhones via fashion magazines. Below are images of some of the broadcast
media that Apple uses to market smart phones (Holm, 2006).

PUBLIC RELATIONS:-
Hutton, Goodman, Alexander, and Genest (2007) define public relations
as “the practice of managing the spread of information between an individual or
an organization and the public” (p. 251). Organizations use different approaches
to public relations. For instance, a company may reach an audience through
themes that touch on public interests. Companies do not pay for public relations.
Therefore, it is different from advertising. Apple Inc. is notorious for using
public relations whenever it is launching a new product
The company gave the public a sneak peek of the product, thus arousing
its interest. Additionally, Apple provided prominent bloggers and journalists
with information about the new product to increase the number of reviews.
Below is an image of a public relations campaign conducted by Apple in
conjunction with U2 (Hutton et al., 2007).
CHAPTER-4

CONCLUSION
 CONCLUSION

Technological advancement has led to companies adopting sophisticated

marketing communication strategies. Changes in marketing communication
strategies have resulted in intense competition forcing brands that were once
notorious for using general promotion plans to change their tactics. Apple is
among the companies that we’re renowned for using traditional marketing
communication strategies.
Today, the company has created an integrated marketing communication
strategy. The strategy has enabled the company to grow its market share and
build a public reputation. The current chief executive officer is keen to use
modern marketing strategies to enhance business performance. Thus, the
success of Apple’s integrated marketing communication strategy lies in the
support that it receives from the company’s leadership. Additionally, Apple has
a team of experienced sales person who helps to formulate and implement
marketing campaigns.