New vision consulting

AppleApple

By New Vision Consulting

AE (Team Leader)-Rob Khonry

AAE(Advertising)- Rob Khonry

AAE(PR)-Wes Grible

AAE(Interactive/Internet Marketing)-Marissa Molnar

AAE(DM, sales promotion, personal selling)-Matt Komsa

New Vision Consulting

Presented to the IMC class

“We keep it simple”

Situation Analysis: Situation Analysis: IntroductionIntroduction

Launch of the new 3GS iPhone by Apple Inc.

The purpose of the IMC campaign strategy is to increase awareness about the 3GS iPhone and educate the 18-25 year old demographic.


Situation Analysis :Situation Analysis :Internal and External FactorsInternal and External FactorsInternal Factors

1. Exceptional customer service and assistance

2. Their retail staff is very knowledgeable about the products.

External Factors1. One of the main reasons for Apple’s I

phone 3GS large market share is due to exceptional customer service and assistance given to the consumer (Consumer Report).


Situation Analysis:Situation Analysis: SWOT AnalysisSWOT Analysis

• Strength•Loyalty•What turns you on?

• Weakness•Falling short•AT&T=


Situation Analysis:Situation Analysis: SWOT AnalysisSWOT Analysis

• Threat•Are you Smart?•Cydia Store & Rock

Your Phone•College = Student Loans

•Opportunity•YouTube•WOM•Apple insider

Study


Situation Analysis: Situation Analysis: Primary ResearchPrimary Research

• Interview- college students in their natural setting

• Survey- 30 participants (18F/12M)

• Research Findings- Descriptive Statistics

30 1 7 5.53 2.193

30 1 7 4.33 2.202

30 1 7 3.00 2.274

30 1 7 2.30 2.292

30

$100-$150

$151-$200

$201-$250

$251+

Valid N (listwise)

N Minimum Maximum Mean Std. Deviation


Planning:Planning: Targeting TargetingCollege StudentsAges 18-25Closest competitor is

Rim (Research in Motion) A.K.A. Blackberry

• Those who want better service with greater reach and fewer dropped calls.


Planning: Planning: PositioningPositioning• Positioning strategy: “positioning

by product user”•Identification or association with a

specific group. (trendy college kids)


Planning:Planning: Goals and ObjectivesGoals and Objectives

• Objective time line•6 months

• First objective: Increasing Awareness (of the 3GS) by 50% by the 4th quarter of 2009

• Second objective: Change attitude and opinion•By using credible mediums like PR,

via TV, publications


Implementation: Implementation: Media StrategyMedia Strategy

• How will objectives be accomplished?

• Media strategy •Channels to be employed to get the

message across…• Publication• PR Event• Television• Direct Marketing• Internet/Media

•Level & frequency you hope to achieve


Communication: Communication: Message Strategy Message Strategy

• Message strategy•Message to be communicated in…

• Publication• PR Event• Television• Direct Marketing• Internet/Media


Communication: Communication: IntegrationIntegration

How are different types of communications integrated to achieve objectives?

Best integration of promotional options◦PR

Explain


Communication: Communication: IntegrationIntegration

Consumer Decision process1. Problem/Recognition2. Information 3. Alternative Evaluation4. Purchase Decision5. Post-purchase Decision


Communication: Communication: Media Calendar & BudgetMedia Calendar & Budget

MEDIA CALENDAR

August September October November December January

Publications *

PR EVENT

Television

Direct Marketing

Internet/ Media

* school newspaper, school publications, flyer, and posters.


Evaluation: ROB Fill IN Evaluation: ROB Fill IN PleasePlease• Evaluation factors should be used on

your objective• Include what methods Will you use to

measure• Example

• Message exposure• Awareness• Attitude• Audience actions/ behaviors

• Explain the campaign plan limitation (sample size and sampling method) and suggestion for future campaign plan• Can continue the PR event for each fresh

semester if it is perceived well.


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