CMC 3003 – DIGITAL MARKETING

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WRITTEN ASSESSMENT 2
SELECTING DIGITAL MARKETING CHANNELS

IPHONE “THINK
DIFFERENT”
CAMPAIGN ANALYSIS

My campaign is about the Apple Smartphone iPhone. Apple is an American international

technology company.

Company and brand overview

"Apple was founded as Apple Computer Company on April 1, 1976, by Steve Jobs", "Steve
Wozniak and Ronald Wayne to build and sell Wozniak's Apple I PC.Compiled by Jobs and
Wozniak as Apple Computer, Inc. in 1977 and the next organization PC, Apple II turned into a
hit. Apple opened the world in 1980, to achieve financial success". Apple currently has a number
of competitors such as "Nokia, Samsung, Motorola" etc (WCS, 2021).

Apple Inc. plans, creates and markets mobile phones, PCs, tablets, apparel and accessories, and
sells a variety of related management. Company items include iPhone, Mac, iPad, and Wearable
s, Home and Accessories. The iPhone is the Company's line for mobile phones by looking at its
iOS operating system. Macintosh is the company's PC lineup for enlightening its mac OS
operating system(Reuters, 2019).

Figure 1 Apple revenue in different regions 2012-2022 (Sourced: Statistica)

What is iphone think different?

The apple motto is “Think Different”. The reason iphone uses this slogan is that Apple offers
unique and unique software and designs from other market products such as iphone, iPods,
macbooks, iOS which is Apple's software introduced. People find these gadgets different from
other market products that may be similar to one another (Broke, 2019).

Why is iPhone different?

Apple has been a major player in the mobile era and is considered better than the rest of all
players. Apple phones are very impressive in their show and the experience of their customers is
amazing. Apple has a great reason beyond reason to have its strong operating system and built a
strong eco system; this alone makes them premium. Sales, ecosystem, better construction and
design are one of the things that make an apple stand out from the rest (suryanarayana, 2015).

BRAND AWARENESS CAMPAIGN

The aim of my campaign is to make the iphone known

and stand out in the market. With this campaign the logo

of apple products and marketing efforts should provide

information and a level of enthusiasm that makes people

enjoy the experiment offered. The campaign will run for

six months from February and will end at the end of July. The expected results of this campaign
will lead to general public communication, balance that direct communication, and urge the
general public to take action. Marketing will be easy, enjoyable and will provide an exciting and
informative brand.

In brand awareness it’s important to convey basic information gathering to the public. For
delivering basic information it’s important to answer 5W and H that will provide public whole
idea to be conveyed.

Who: Iphone “Think different”

What: promoting uniqueness of apple products

When: from February till end of July.

Where: On YouTube and Facebook account.

Figure 2 5W and H model
Why: To boost its sale and brand awareness

How: By promoting videos in different languages so there is no barrier language and posting
informal content on Facebook.

Figure 3 Apple brand awareness survey

STREGHT

Probably the best strategy Apple Company has ever developed. Apple Company's ability to
create a variety of tools, programs, and resources brings the organization to the forefront of the
iPhone itself is a brand.

WEAKNESS

The biggest shortage of iPhone should be its exorbitant costs. Its high rated properties become a
weakness for the organization as consumers can no doubt opt for the same quality results but at a
lower cost.

OPPORTUNITIES

Due to the high segment of the industry and its memory, Iphone meets expanded applications for
its various gadgets. Apple users are loyal to Apple as they become comfortable with the software
so the wait for upcoming software and innovations instead of leading towards another brand.

RISKS

One of the threats facing the organization is the widespread development of its rivals OS,
Android. Android authorities lower iOS controls to urge consumers to join Apple.

According to Apple's SWOT analysis; it is clear that merits and open doors give Apple a higher
hand over its risks and threats, which is a major consequence of the corporate standing and
customer base. (Max, 2019).

Figure 4 SWOT analysis Figure 5 SWOT analysis conclusion

SEGMENTING CONSUMER MARKET THEORY
Demographic

I’ll be targeting people globally and especially those with high income

as the products are not affordable for all despite of any nationality, race and religion.

Geographic

Ill divide the products according to the global location in which economy is high and the
development growth is more.

Behavioral

I’m looking for the clients visiting our platforms everyday for any updates about our offers.
Purchasing quality will analyze the customer as heavy customer.

Psychographic

I’m looking for the customers who are more likely in technologies and want to be as advanced
and modern as the society is.

According to 2022 Statistica report Facebook and YouTube have most number of users .So
advertising on these platforms would be beneficial for our brand

Figure 4 Social media user ranking (Sourced: Statistica)

QUALITY
Facebook and YouTube provide Apple to post its unlimited content. Including shot videos, long
videos, demo graphics etc.

TIME

Creating posters for Facebook would take two days and videos for Facebook and YouTube
would take 2-3 days.

FLEXIBILITY

The videos shared would have medico sound to match and represent the sound of innovation and
tech; responses from the customers are always welcomed weather they are through comments
likes or feedbacks.

COVERAGE

Selectivity with Apple is a priority. YouTube and Facebook are available in every country. So,
our branding could be accessed by every country and anyone from any country. This would be
an opportunity for our brand to be presented globally.

COST

One of the advantages of advertising on social media is that advertising on it costs nothing. yet
posting on social media platforms and making content has its own budget. The cost would be
approximately $350.This is an adequate amount for successful branding.
Refrences

1. Reuters (2019). AAPL.O - Apple Inc. Profile | Reuters. [online] Reuters.com. Available at:
https://www.reuters.com/companies/AAPL.O.
2. WCS (2021). TOP 10 APPLE COMPETITORS in 2020 - What Competitors. [online]
whatcompetitors.com. Available at: https://whatcompetitors.com/apple/.
3. Broke, S. (2019). What makes Apple differnt. [online] SellBroke. Available at:
https://sellbroke.com/2019/09/10/what-makes-apple-better-than-its-competitors/.
4. suryanarayana007 (2015). Apple products and what makes them unique - GeekySplash.
[online] www.geekysplash.com. Available at: https://www.geekysplash.com/apple-products-
and-what-makes-them-unique/.
5. Max, E. (2019). The SWOT Analysis of Apple | Edraw Max. [online] Edrawsoft. Available at:
https://www.edrawmax.com/article/swot-analysis-of-apple.html.
6. Statista (2022). Global Social Media Ranking 2021. [online] Statista. Available at:
https://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-
users/.