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Integrated Marketing Communication Campaign for
Apple Inc.’s iPhone in Hong Kong
Wong Kwok Kei, Jackin
A Project
Submitted
in Partial Fulfillment of the Requirements
for the Degree of
Master of Arts in Communication
Supervisor: Professor Kara Chan
School of Communication
Hong Kong Baptist University
Hong Kong
August 2008
MA Graduation Project
PLAGIARISM DECLARATION FORM This form must be completed, signed, dated and included with the Project submitted to the University for marking. Student Name: Wong Kwok Kei, Jackin Student Number: 06413161 Name of Project: Integrated Marketing Communication Campaign for Apple Inc.’s iPhone in Hong Kong Submission Date: 4 July 2008 Declaration: I have read the relevant sections on Plagiarism provided in the Handbook for Graduation Project and observed the standards of conduct. I am fully aware of the consequences in the event of plagiarism. I declare that, to the best of my knowledge, this project represents my own work and all sources have been properly acknowledged, and the Project contains no elements of plagiarism. I further declare that the Project has not been previously included in a thesis, dissertation or report submitted to this University or to any other institution for a degree, diploma or other qualification. Student’s Signature: ___________________________________________ Date: ________________________________________________________
Acknowledgement
I would like to thank you my supervisor, Professor Kara Chan, for her advices and supports in the preparation. Her comments and suggestions make this project a success. Without her guidelines and opinions, my project would have been impossible.
Besides, I am grateful to my dear parents and sister for their love and support to me during the whole study period of my master’s degree.
Finally, thank you God. Amen.
______________________________________
Wong Kwok Kei, Jackin
M.A. in Communication
School of Communication
Hong Kong Baptist University
Date: July 1, 2008
Abstract
iPhone, has been filed more than 300 patents related the breakthrough technology
behind, which is a multimedia mobile device designed and marketed by Apple Inc.
and has been announced in Macworld since 2007. Nowadays, iPhone is currently
official exclusive for US region. Apple CEO Steve Jobs plans to bring the iPhone to
Asia in 2008. Hence, Hong Kong would be one of the major markets for Apple to
launch their new technology mobile device. Apple needs to have a well-organized
situation analysis; and well-planned, comprehensive and strategic communication
campaign before launching iPhone in Hong Kong. iPhone’s integrated marketing
communication strategy would be carried out, including advertising, sales promotion,
and event marketing initiatives. The whole campaign will focus on advertising which
is believed to reach the target audiences most. With the support of other
communication tools, it is expected that the message will be disseminated to the target
audience effectively and that the awareness and image of iPhone could embed into
target audience mind. The theme of the whole campaign is expressed by the slogan
“Simple not Simple - iPhone” with a sense of cool and smart environment. Finally,
since we need to measure the campaign effectiveness, a pretest and a posttest will be
conducted.
Table of Content
Page
I. Executive Summary 1
II. Situation Analysis
A. Company Analysis
B. Consumer Analysis
C. Market Analysis
D. Product Analysis
E. Competitive Analysis
F. SWOT Analysis
3
3
5
16
20
24
28
III. The Target Market Profile 30
IV. Objectives
A. Marketing Objective
B. Advertising Objective
32
32
32
V. Integrated Marketing Communication Plan
- Integrated Advertising Campaign
- Public Relations Campaign
33
36
45
VI. Campaign Evaluation 47
VII. Conclusion 48
VIII Appendices 49
1
I. Executive Summary
iPhone, has been filed more than 300 patents related the breakthrough technology
behind, which is a multimedia mobile device designed and marketed by Apple Inc.
and has been announced in Macworld since 2007. Just 74 days after its introduction,
Apple announced it sold its one-millionth iPhone. According to Apple’s 2008 first
quarter earnings announcement, 2.315 millions iPhone have been sold.
Nowadays, iPhone is currently official exclusive for US region. (Unless you have the
illegal disabled the SIM lock otherwise you can’t use it in Hong Kong.) Apple CEO
Steve Jobs said they plan to bring the iPhone to Europe in the fourth calendar quarter
of 2007, and to Asia in 2008. Hence, Hong Kong would be one of the major markets
for Apple to launch their new technology mobile device. (According to Randall
Stephenson, AT&T CEO, said that a new version of Apple’s iPhone is expected to be
introduced in 2008 that is capable of operating on faster 3G networks.)
Although there is about 6.0 million adult population in Hong Kong, it is not easy to
gain a large market share significantly - Major mobile phone providers, Nokia, Sony
Ericsson have established and maintain their historical and famous brands in Hong
Kong. Apple needs to have a well-planned, comprehensive and strategic
communication campaign before launching iPhone in Hong Kong.
The marketing objective of this campaign is to increase iPhone’s market share to 6%
(after officially launched in Hong Kong) by the end of the half-year campaign in 2008.
2
Besides, the advertising objective of this campaign aims at to build up a brand
preference for iPhone in 50% of the target audience by the end of the half-year
campaign in 2008.
In order to achieve the above objective effectively, series of marketing
communication strategy would be carried out, including advertising, sales promotion,
direct marketing, and event marketing initiatives. The whole campaign will focus on
advertising which is believed to reach the target audiences most. With the support of
other communication tools, it is expected that the message will be disseminated to the
target audience effectively and that the awareness and image of iPhone could embed
into target audience mind. The theme of the whole campaign is expressed by the
slogan “Simple not Simple - iPhone” with a sense of cool and smart environment.
To measure the campaign effectiveness, a pretest and a posttest will be conducted.
3
II. Situation Analysis
A. Company Analysis
Apple Inc. was founded 30 years ago (1977) in California, the United States. The
company was known as “Apple Computer, Inc.” for its first 30 years. However, the
company removed the word “Computer” from its company name in Macworld 2007.
The change represents Apple’s desire to expand into consumer electronics market
consumer electronics market. In addition to its traditional focus on personal
computers, consumer electronic products such as iPod line of portable media players,
and mobile phones (iPhone) were launched in 2001 and 2007 respectively. The
American multinational corporation operates about 200 retail stores in the U.S.,
Canada, Japan, U.K. and Italy. Besides, Apple sells its product worldwide through its
wholly-owned online stores.
In Hong Kong, Apple Inc.’s distribution channels include 1) franchised retails stores
and premium resellers like Fortress and Designer Group Ltd., 2) wholesale
distribution (e.g. specialty retailers), and 3) the Internet (“Apple Store”).
i. Company Culture
Vision: “A mind forever voyaging through strange seas of thought.”
Mission Statement: “Apple continues to lead the industry in innovation with its
award-winning computers, OS X operating system and iLife and professional
applications. Apple is also spearheading the digital media revolution with its iPod
4
portable music and video players and iTunes online store, and has entered the mobile
phone market with its revolutionary iPhone.”1
Culture: superior ease-or-use, seamless integration, and innovative industrial design.2
ii. Company Risks/Problems
1. Role of technological change: Global markets for personal computers, portable
media players, mobile phone, and related peripherals and services are highly
competitive due to rapid technological change. If the Company is unable to compete
effectively in these markets, its company condition and operating results could be
affected.
2. Competition mounts: The aim is not just to maintain the high quality but to exert
extra effort in area such as managing frequent product introductions and transition, in
order to get ahead of the fierce competition. Moreover, competing smart-phones
cheaper than iPhone are more widely available nowadays, and the entertainment
industry is most likely helping Apple’s competitors by selling music and movies via
Amazon.com and others. Hence, competitors or even Apple contractors can maneuver
around patents to create similar devices.
1 Source: Apple Investor Relations Investor FAQ; http://phx.corporate-ir.net/phoenix.zhtml?c=107357&p=irol-faq#corpinfo3. Retrieved 30 April 2008. 2 Source: United States Securities and Exchange Commission, Form 10-K Part 1, p. 1.
5
B. Consumer Analysis
i. Questionnaire Analysis
In order to get a close look at Hong Kong consumers’ attitudes toward mobile phone,
a survey was done. A copy of the questionnaire was displayed in the Appendix. The
survey data were collected in May 2008. 100 respondents were recruited at HK
Institute of Vocational Education (Kwun Tong) classes, APM (Kwun Tong shopping
mall), and Hong Kong Baptist University postgraduate classes.
Respondents reported that Nokia (21%) and Sony Ericsson (21%) are the most
popular brands of mobile phone (see Figure 1). The third and the fourth popular
brands among respondents are Sharp and HTC/Dopod. Only 2% respondents are
using Apple iPhone. The survey confirmed that the Apple iPhone is not in the main
stream in Hong Kong mobile phone market.
Figure 1: You are now using the mobile phone brand that is
(You can choose more than one
6
More than a half of the sample in the survey gets the information of mobile phone via
print media such as newspapers and magazines (see Figure 2). It implies that people
would like to get as much information as possible before they purchase a new mobile
phone and they are willing to get the much more detail of mobile phones’ features and
look for the reviews from print media. Print media can provide much more detail
information than just 30-sec. TV commercials.
Figure 2: Respondents get the information of mobile phone via what media.
(You can choose more than one
7
22% respondents reported that they change mobile phones with half of a year and
31% respondents change within 12-month to 18-month (see Figure 3). The survey
confirmed that the frequency of changing mobile phone is high. It’s not at all
surprising that the result, since research done by AC Nelisen shows that Hong Kong
people are ranked as the world’s biggest shopahoics.
Figure 3: How long would respondents change mobile phone?
8
The high frequency of changing mobile phone is mainly because of the damaging of
the previous mobile phone (see Figure 4). One of the most interesting figure shows
that the second reason that Hong Kong people purchasing a new mobile phone is
chasing the trend. They want to keep up with the latest trend by purchasing the most
updated version of the mobile phone. This may indicate that the mobile phone is used
as a self-expressive product to represent their desirable image.
Figure 4: Reason(s) of changing mobile phone.
9
Price was the major consideration when they are choosing a new mobile phone.
Besides, mobile phone’s function and quality are the following concerns. Hong Kong
users don’t really care their mobile phone supporting 3G networks or not. Moreover,
They would care what’s the outlook of the handset and the handset’s brand image.
Figure 5: What are your consideration(s) when you are purchasing a new mobile phone?
(You can choose more than one
10
Statements Results
76% respondents agree that iPhone
is an icon of trend. Hong Kong
people believe that having an
iPhone can represent a trendy
person, “cool” image.
There are 23% respondents believe
that iPhone is exaggerated and
overstated. Maybe prevailing
feeling that iPhone are not worth
the price and questioned that does
iPhone can fulfill business duties.
Most of respondents agree that
iPhone is a technology
breakthrough. It’s not at all
surprising that the result, since
Apple Inc. always places emphasis
on that iPhone is a revolutionary
phone which has technology
breakthrough features like multi-
touch screen.
11
43% respondents think that iPhone
can promote their social status. We
think that Hong Kong people
would believe that having an
iPhone can represent a trendy
person, “cool and smart image” –
“If you want to be a cool man, get
a iPhone and you will be a ‘cool
and smart man!’”
Above 90 % respondents have heard Apple Inc.’s iPhone before. The knowledge of
iPhone is satisfactory. More than a half of respondents know that touch screen, 3-5-
inch widescreen display, video and photo player, WiFi internet accessibility and
iTunes multimedia player are iPhone’s features. There are only 9 respondents who
indicate that they know visual voicemail.
Figure 6: Knowledge of iPhone’s features.
12
More than a half of respondents select 3.5-inch widescreen display; touch screen and
WiFi internet accessibility are attractive iPhone’s features (see Figure 7). Maybe there
is a demand of internet accessibility wile on the go. Hence, 3.5-inch widescreen
display and touch screen system can boost the users to browse web sites to be much
more familiar.
Figure 7: Attractiveness of iPhone’s features.
13
A quarter of respondents believe that if there was another brand of handset, which has
similar iPhone’s features, they will still purchase iPhone. However, near 60%
respondents would consider both brands (see Figure 8), and only a half of respondents
would buy iPhone if Apple Inc. officially launched in Hong Kong (see Figure 9).
That’s meant the brand loyalty of iPhone is not strong enough.
Figure 8: Respondents will consider both brands if there was another brand of handset, which has similar iPhone’s features
Figure 9: Respondents will buy iPhone if Apple Inc. officially launched in Hong Kong.
14
They don’t want to purchase an iPhone mainly because of the pricing. They believe
that it is not worthy to spend so much money on iPhone (see Figure 10). Besides,
many choices of smartphone in Hong Kong market would be the other factor.
Since pricing is the main factor of purchasing a new mobile phone, we have asked the
suggested pricing of iPhone from our respondents. 44% respondents reported that
iPhone should not cost more that HK$4,000 each.
Figure 10: Reasons that consumers don’t consider to purchase iPhone.
Figure 11: Respondents generally accept the price of iPhone that should not cost more that HK$4,000.
15
In conclusion of our survey, there are four key findings:
1. Most of the respondents get the information of mobile phone via print media
such as newspapers and magazines that indicated people would like to get as
much information and reviews as possible before they purchase a new mobile;
2. Price is the major consideration when they are choosing a new mobile phone
and users don’t really care their mobile phone supporting 3G networks or not;
3. Respondents agree that iPhone is an icon of trend and nearly a half of
respondents believe that iPhone can promote their social status;
4. Brand loyalty of iPhone is not strong enough.
16
C. Market Analysis
With the rise of Hong Kong economy, for 2007 as a whole, total retail sales greatly
increased by 12.8% in value (or 10.1% in volume) over 2006. Moreover, the average
salary levels in Hong Kong rose by 2.3% in nominal terms in September 2007 (vs.
2006). With a favorable economy, private consumption expenditure grew robustly by
9.7% in actual terms by Q3 of 2007 (vs. 2006). Due to the advance in macroeconomic
situation, there is a strong potential growth for Apple Inc.’s iPhone.
i. Trends
According to the ACNielsen research3, we found that the world’s biggest shopahoics
are to be found in Asia and more closely Hong Kong and Hong Kongers rank first
again for shopping as frequent as twice a week just ‘for something to do’. It means,
Hong Kong people admit to shopping as ‘a form of entertainment’ and have willing to
spend on their lifestyle.
As the ACNielsen report shows, Hong Kong people are at their most technology-
savvy ever nowadays, when compared with 10-year ago: 95 percent of Hong Kong
consumers own at least one mobile phone today, compared with 35 percent back then4.
Such report reveals that Hong Kong people have high incentive to chase high
technology product, which has played an important role in shaping their lifestyles.
3 Source: AC Nielsen Report: Hong Kong People the World’s Greatest Shopaholics, 5 June 2008 4 Source: AC Nielsen Report: Hong Kong Consumers Undergoing Major Lifestyle and Attitude Changes Shaped by Rapid Development of Technology, 28 June 2007.
17
Global research from the consultancy firm Strategy Analytics5 said global demand for
mobile phones remains strong wherever in economic uncertainty countries or in rich
nations. The consultancy forecasts the demand for mobile phone will continue to rise.
According to the telecommunication statistic data from the Office of the
Telecommunications Authority6, There are 10,588,504 mobile subscribers in Hong
Kong and the mobile subscriber penetration rate is 152.1%. The data reveals that
Hong Kong people have at least one mobile phone. Hong Kong telecommunication
market is mature enough since high technology infrastructures and basis. Besides,
more than 2.7 million Hong Kong people have subscribed as 2.5G and 3G users,
which shows that Hong Kong mobile subscribers are willing to use their handheld
devices to visit world-wide-web, and receive/send e-mail. Besides, Hong Kong
government plans to build Hong Kong into a wireless city7. This program provides
free wireless Internet access services to all citizens, would bring benefits for all
general public and for opening up more new business opportunities. This trend
encourages mobile users to consider switching to smartphone, which can access
Internet through public Wi-Fi access points.
5 Source: Story from BBS News (2008/04/25): http://news.bbc.co.uk/go/pr/fr/-/1/hi/business/7366650.stm 6 Source: Key Telecommunication Statistics, Office of the Telecommunication Authority, Hong Kong. : http://www.ofta.gov.hk/en/datastat/key_stat.html 7 Source: GovWiFi: Program Overview: http://www.gov.hk/en/theme/wifi/program/index.htm
18
The technology research company TNS conducted a survey of 11 Asian telecom
markets and found that Hong Kong people are more willing to spend on their next
mobile phone than the rest of Asian countries and are more aware of the advanced
technology. Moreover, Hong Kong people also have a strong incentive to change their
mobile phone and the changing rate is faster than the rest of Asian countries (36%
users planning to buy a new model within 12 months and nearly 20% tend to buy a
new model in six months).
Nowadays, Hong Kong people have only been able to buy iPhone by unauthorized
dealers. However, Hutchison has announced that they sealed a deal with Apple Inc. to
market iPhone in Hong Kong and Macau in the late 20088. Market sources forecasts
that other Hong Kong mobile service operators such as CSL and PCCW would
announce a similar partnership with Apple Inc. to launch iPhone shortly. This
indicates that the Hutchison’s first deal is not particularly attractive and market
predicts the Apple-authorized iPhone would be priced above $7,000.
ii. Market Share
According to the report from Canalys worldwide research9, smartphone device
shipments hit 115 million in 2007, up 60% on 2006. Nokia remained to be the market
leader, which got 52.9% smartphone market share in Q4 2007. Apple took 6.5%
market share that achieved the third place despite its limited geographic coverage
(officially launched in only three countries).
8 SCMP (30 May 2008) 9 Canalys research release 2008/021
19
In Asia Pacific region, there was the biggest in volume terms for converged
smartphone shipments. Blackberry and Palm are successful in other parts of the world,
but have made relatively little impact there. Nokia took more than 50% market share,
which still continues to lead in the region and ahead of Japanese smartphone such as
Sharp and Fujitsu.
20
D. Product Analysis
There is no general agreement about the definition of smartphone. Generally
acceptable concept is “smartphone is a mobile phone which providing additional
advanced features, such as personal organizer, full-support e-mail sending and
receiving, ability to read e-documents in variety format like PDF or Microsoft Office,
which beyond typical, traditional mobile phone.”10
Apple Inc. introduced the iPhone in the United States on 29th June 2007. iPhone is
widely defined as a smartphone that is a multimedia mobile phone with Internet-
enabled.
i. Product Features
We will describe each category in terms of iPhone’s representative features.
Network
iPhone supports GSM and EDGE network, which is fast enough to support web
browsing, music and video streaming. However, other competitors’ networks run
many times faster than iPhone since they are using 3G networks. The problem is slow
web browsing and email attachment downloading.
10 Source: Wikipedia – Smartphone : http://en.wikipedia.org/wiki/Smartphone
21
Multi-Touch Screen
Nowadays, huge of products have used touch screens such as digital cameras,
Nintendo’s NDS and laptops. iPhone has equipped a 3.5” liquid crystal display and
scratch-resistant glass which is designed for use with fingers (no stylus is needed) for
multi-touch sensing. Multi-touch screen allows users to control everything using only
your fingers that can flip through cover flows in iTunes, or zoom in and out on photos.
Multimedia
Cover Flow in the layout of iPhone’s music library shows the different album covers.
Scrolling is achieved by swiping a finger cross the screen. Besides, iPhone can play
videos such as TV shows and films, which supports the best quality and full-screen
presentation.
Internet Accessibility
iPhone is prepared for users to access World Wide Web by its internet browser, Safari.
iPhone’s Safari web browser supports multi-touch function that users can spread apart
their fingers for zooming. Wide screen and touch screen make Internet browsing to be
much more easier and convenient. Internet access is available via local area Wi-Fi or
EDGE network.
22
Storage
Compared with the other competitors, iPhone have a large internal storage size.
iPhone has two options, 8GB and 16GB flash drive, which provides users to store
huge of their music, audio books, TV shows, movies and videos in their iPhone
without concern the storage size.
Synchronization
iPhone supports synchronization with Apple Inc.’s software such as iTunes, iCal and
Address Book. iPhone software is compatible with all the software found on a regular
Mac. Moreover, iPhone also is suitable for PC synchronizing with Microsoft’s
Outlook.
Software
iPhone’s operation system, Mac OS X, is designed by Apple Inc. itself. Smooth and
3D animations used in its interface and the layout is similar to Mac OS X v10.5.
Originally, iPhone’s applications are designed by itself only since the system is fully
locked. However, on 17 October 2007, Steve Jobs, the CEO of Apple Inc., announced
that they would release “software development kit” of iPhone, which allow third-
party developers to develop additional applications. Nowadays, iPhone doesn’t
support the reading and editing Microsoft office document that is important issue
since many business users who need these functions for their business purpose.
23
ii. Product Attitude
“Cool” is a term that always related with Apple Inc.’s products. Apple Inc.’s iPod is
broadly accepted as one of the coolest things in the world. Innovative, high quality,
stylish and ease-of-use are terms that always used to describe Apple. Apple always
develops cool essential products such as iPod and consumers are most likely familiar
with iPod but not Apple name. That’s why Apple Inc. names their mobile device with
“i” as it evokes brand awareness since it is associated with Apple Inc.’s products.
24
E. Competitive Analysis
LG, hTC are considered to be major competitors of Apple Inc.’s iPlone based on the
following characteristics: 1) internationally renowned brands with trendy, 2) marketed
as consumer-oriented product, and 3) similarly target customers/audiences. The
iPhones’ position can be visualized on a perceptual map (see Figure 12).
Figure 12: Perceptual Map
25
The spending of advertising in mobile phone sector has increased 57% since 2003
(source: Admango). The advertising spending has a remarkable growth in 2006 when
3G-network market has been blooming in Hong Kong.
In full year 2007, print media, including newspapers and magazines, are the key
media in terms of media mix of mobile phone advertising in Hong Kong – the total
percentage of media spending in 2007 was 52%. Television advertising is the second
most important adverting media, which took up 16% in 2007. Transit advertising took
up 14% of the total spending of advertising. Interactive channel such as Internet was
recorded 13% of the total spending of mobile phone’s advertising.
Figure 12: The spending of advertising in mobile phone sector since 2003 (source: Admango).
26
i. Product Comparison
Brand Product Name Price Launched
Date (Year) Network Operation System Storage Other Features
Apple Inc. iPhone HK$4,380 2007 EDGE/GPRS Mac OS XInternal - 8GB & 16GB
Multi-touch screen; Multi-
media - iTunes; Wi-Fi; Youtube
browsing
LG Electronics LG KS20 HK$3,980 2008 HSDPA
(3.5G) Windows Mobile 6
External - microSD
2GB
Multi-media - Windows Media Player; Bluetooth
& USB (data transer); Support Radio; Microsoft
Office
hTC hTC Touch HK$3,680 2007 EDGE/GPRS Windows
Mobile 6
External - microSD
2GB
hTC TouchFLO; Bluetooth (data transfer); Wi-Fi; Microsoft Office
Shortlisted the iPhone’s competitors, LG and hTC, used to compare the features of
these similar types of smartphone. LG KS20 and hTC Touch are similar to Apple
iPhone. The minor differences are – 1) iPhone enjoys unique features such as multi-
touch screen, Mac OS X and iTunes functions; 2) compared with LG KS20 and Apple
iPhone, hTC Touch is relatively inexpensive; 3) LG KS20 and hTC Touch both
support popular software, Microsoft Office, but iPhone cannot.
ii. Advertising
In this part, we will analyze the advertising spending and media mix that are used by
LG and hTC. hTC spent HK$300 million to promote hTC Touch in Hong Kong
which is three times more that LG’s spending on KS20 Mobile Phone.
27
CTV ETV
CABLE
TV
NOW
TV Newspaper Magazines Interactive MTR Airport Others Total
hTC
Touch 2,639 2,029 2,845 153 7,606 9,495 1,979 63 3,053 195 30,056
Newspaper Magazines Interactive MTR Others Total
LG KS20 Mobile Phone
3,934 2,122 1,447 2,544 247 10,294
28
F. SWOT Analysis
STRENGTHS WEAKNESS
1. Several unique features including
outlook, internet accessibility, multi-
touch screen, which is a new patented
technology.
2. Clean and unique mobile operating
system interface (Mac OS).
3. Having a large and loyal user base that
Apple Inc. has accrued over the years.
4. Cool factor.
5. iTunes compatible.
6. There is a continuous effort for
innovation of product design and
development by the continual launch of
new version of mobile programs.
1. Non-replaceable battery.
2. Not a 3G device and will not work in
technologically advanced countries such
as Hong Kong and Japan.
3. Questioned that does iPhone fulfill
business duties or is it just an
entertainment system.
4. Limited distribution channel, as only
available with only one cell phone
carrier.
5. Memory is non-expandable and
doesn’t support external memory card
(such as SD, CF cards).
6. Doesn’t support Microsoft programs
such as Word, Excel. (read-only but
cannot edit)
7. Price is relatively high; prevailing
feeling that iPhone are not worth the
price.
8. Lack of brand loyalty of iPhone.
29
OPPORTUNITIES TREATS
1. Increse in demanding for smartphone
in mobile market.
2. Hong Kong people have high incentive
to chase high technology product, which
has played an important role in shaping
their lifestyles.
3. Hong Kong government to provide
free wireless Internet access services to
all citizens.
4. The upturn of Hong Kong economy
raises interests and desires for purchase
of luxury consumer goods, especially
high technology product.
5. Mobile Mac OS platform is now open
source. Outside developers are allowed to
develop (or sell) third party applications
for iPhone.
1. Other competitors, Nokia, hTC and LG
have held a dominant market share in
Hong Kong smart phone industry.
2. Similar features to competitors’
products such as Nokia NSeries, LG
mobile phone.
3. Most of competitors’ handsets run on
the 3G networks also put iPhone behind
in the speed race.
30
III. Target Audience Decision
The iPhone targets consumers who need to store information and communicate or
people who want entertainment on the go. The target audiences of iPhone can be
divided into two groups – professionals and college students.
i. Professionals
The target audiences aged 30-50, who are mainly engaged in clerical and professional
jobs, with personal income of HK$15,000-HK$40,000 are being targeted. Most of
them are tertiary educated or above, who would like to enjoy the finder things in life
(see Photo 1).
The target audiences place most of their concern on the price of mobile phone,
followed by features, quality and design. They usually buy the product for their
personal own use. The target audiences usually get the most update information of
mobile phone via print media such as newspapers and magazines. For the primary
market, they prefer having a mobile phone, which support organizing contracts and
schedule details; staying in touch and recording information wile on the go; and
pursuing the finer things in life.
Photo 1: Professionals place most of their concern on the price of mobile phone, followed by features, quality and design.
31
ii. College Students
College students aged 18-25 who enjoy stylish and individualized life. They like
fashion and pay more attention on the beautiful appearance and the brand name (see
Photo 2). And they have more willing to try new technological product. They are
more likely to depend on their parents economically. Many of them have part-time
job and their income are much more than before. They are willing to spend on the
beautiful appearance and the brand name in order to improve their social status in
their social group. College students prefer having a mobile phone, which performs
many functions (including MP3 player, PDA function etc.) without carrying multiple
gadgets and pursues stylish and individualized life.
Photo 2: College students are willing to spend on the beautiful appearance and the brand name in order to improve their social status in their social group.
32
IV. Objectives
A. Marketing Objective
The marketing objective of this campaign is to increase iPhone’s market share to 6%
(after officially launched in Hong Kong) by the end of December 2008.
B. Advertising Objective
The advertising objective of this campaign aims at to build up a brand preference for
iPhone in 50% of the target audience by the end of December 2008.
33
V. Integrated Marketing Communication Plan
A. Marketing Communication Campaign Overview
After the analysis of the situation and delineation of problems and opportunities, a
series of marketing communication strategy would be carried out, including
advertising, sales promotion, direct marketing, and event marketing initiatives. The
whole campaign will focus on advertising which is believed to reach the target
audiences most. With the support of other communication tools, it is expected that the
message will be disseminated to the target audience effectively and that the awareness
and image of iPhone could embed into target audience mind.
B. Campaign Period
The campaign period is from July to December 2008 (6-month) (Appendix 1)
C. Creative or Message Strategy
Apple Inc. has always been a world renowned computer company. However, from the
analysis of the mobile phone market, we see that there is a lack of brand preference
for Apple iPhone. More specifically, the following weakness were established:
1. Questioned that does iPhone fulfill business duties or is it just an entertainment
system.
2. Price is relatively high; prevailing feeling that iPhone are not worth the price.
34
Taking this lack of preference as just the tip of an iceberg, we see that there is
prevailing feeling that iPhone are not worth the price. It has been said in the situation
analysis that people deem iPhone as high-price or even over-priced. This meant that
people think that they are paying more than what they should be getting. Besides, its
purpose is to be questioned that does iPhone fulfill corporate duties or is it just an
entertainment system. Businessmen would concern iPhone can fulfill their business
duties or not. For example, iPhone doesn’t support Microsoft programs such as Word,
Excel. They would prefer to choose hTC or LG smartphone (which support Microsoft
programs) instead of iPhone.
However, tables can be turned, and we can see that this could be an opportunity. The
problem is that there is prevailing feeling that iPhone are not worth the price and
questioned that does iPhone fulfill business duties or is it just an entertainment system.
People are using their minds over their hearts. The challenge now is that the heart
factor has to become greater than the mind factor. This can be done by appealing to
the emotions of the target audience. People need to feel good about iPhone and look
beyond the price tag, so to speak.
The integrated marketing communication campaign will be divided into two parts:
First, we have to deal with the mind. According to the situation analysis, price is the
major consideration when consumer are choosing a new mobile phone, followed by
mobile phone’s function and quality. Consumers would put high involvement in
35
choosing a new mobile phone since the price is quite high. Hence, we need to enhance
our target audiences’ product knowledge towards iPhone.
Second, we have to deal with the heart. According to the situation analysis, damaging
of the previous mobile phone is the major reason of changing mobile phone. Besides,
the second reason that Hong Kong people purchasing a new mobile phone are chasing
the trend. They want to keep up with the latest trend by purchasing the most updated
version of the mobile phone. That’s emotional buying decision. Hence, we need to
enhance “cool and smart image” – “If you want to be a cool man, get a iPhone and
you will be a ‘cool and smart man!’”
From the Foote, Cone & Belding (FCB) grid, as a mobile phone, belongs to the high
involvement-feeling category. Consumers behave by way of feel-learn-do. Hence, the
campaign aims to ride on the idea of using emotions to appeal to their desires.
36
D. Creative Objective
The creative objective is to get target audience to associate iPhone with an image of a
cool, functional, user-friendly, and professional partner for them.
E. Theme, Image, Tone and Attitude
The theme of the whole campaign is expressed by the slogan “Simple not Simple -
iPhone”. The overall idea underlying the advertisement is “Life can be ‘simple’ – all-
in-one mobile phone which can fulfill all your daily business duties and entertain
yourself; however, life can be ‘not simple’ – if you get an iPhone, your life will be
changed from ‘simple and dry’ to be a ‘smart and cool life’”
The brand image or tone, which the campaign expects to build and communicate, is a
sense of cool and smart.
F. Integrated Advertising Campaign
Our integrated advertising campaign is aimed to establish iPhone as the coolest, the
most functionalized and user-friendly mobile device in Hong Kong smartphone
market. Hence, our campaign will be composed of the following parts:
i. Brand Building Campaign
ii. Sales Promotion Campaign
iii. Television Programme Sponsorship
i. Brand Building Campaign
Apple Inc. has always been a world renowned computer company. However, from the
analysis of the mobile phone market, we see that there is a lack of brand preference
for Apple iPhone. Hence, there are two brand campaigns will be recommended in
37
order to strength the brand of iPhone. The first campaign will be run in from June to
August. This is the time when college students enjoy their summer holiday and they
may purchase a new mobile phone after they received their summer jobs’ salaries.
The second campaign will be run in from November to December. This is the time
when consumers prepare their Christmas gifts for their friends or even for themselves.
i.i Media Strategies
Since there is a lack of brand preference for Apple iPhone, we plan to ride on the idea
of using emotions to appeal to their desires. Television will be one of our key
mediums as the exposure is great enough for our brand building campaign. Beside TV
commercial, television programme sponsorship would be considered as it allows more
airtime for educating and persuading iPhone’s features. Moreover, our TV
commercial and programme sponsorship are suggested on TVB Jade and Pearl
television channels since they own a large number of audiences.
Print advertising will be the other key medium to increase iPhone’s brand exposure
and awareness. Situation analysis has mentioned that people would get the
information of mobile phone via print media such as newspapers and magazines that
indicated people would like to get as much information and reviews as possible before
they purchase a new mobile. In order to reach our target audiences, high circulation
newspapers and magazines will be selected for the two brand campaigns. We
suggested high circulation free-of-charge daily newspapers, such as Metro Daily (It is
distributed free-of-charge from Monday through Friday in MTR stations and other
38
key central locations) and the Standard (tailored for a new segment of readers – the
“Centralists” – business people and young professionals with high quality lifestyles
and high spending power), to be the core medium for building its brand and
awareness. On the other hand, computer and mobile phone magazines like e-zone will
be selected for the campaigns. Moreover, trendy magazines such as Milk and Touch
will also be chosen since these magazines would be opinion leaders of college
students.
Outdoor advertising provides a broad base of exposure, with both day and night
presence. Consumers are usually exposed a number of times, resulting in high levels
of frequency. Moreover, outdoor advertising tends to be one of the least expensive
media in terms of both absolute and relative cost. We suggest using transit advertising
for the two brand building campaigns since long period of exposure and high levels of
frequency that is useful for building its brand and awareness.
New media is the forms of communicating in the digital world. We will place our
advertisement on the Internet. A variety of ads appear on popular web pages such as
Yahoo!, Google (Gmail), and facebook and allow surfers to access the iPhone’s web
site with one click of a mouse button. Moreover, in the situation analysis, many
respondents will search new mobile phone reviews from newsgroups and forums.
They may believe that these reviews are more objective than manufacturers’
advertisements. We will act as spies in the newsgroups and forums to provide some
iPhone’s reviews and produce some noises of iPhone in order to improve iPhone’s
publicity.
39
Creative Rationale and Execution
1. 30-second television commercial
The key message should be delivered in the TV commercial is that iPhone is an all-in-
one mobile phone which can fulfill all your daily business duties and entertain
yourself; however, life can be ‘not simple’ – if you get an iPhone, your life will be
changed from ‘simple and dry’ to be a ‘smart and cool life’
The main character of this TV commercial will invite Hong Kong Cantopop singer
Eason Chan Yik-Shun since he is very popular among Hong Kong college students.
Besides, his funny, energetic, and ambitious characters and the natures of iPhone
match pretty well. Hence, we select him to be Apple Inc.’s iPhone representative.
In other to have some gimmicks and cool factors in our TV commercial, we suggest
to use a comic style to present the TV commercial. We will invite a famous Japanese
comic artist, Takehiko Inoue (井上雄彦) (best known for the basketball cartoon Slam
Dunk that gains success both in Japan and overseas) (see Photo 3) to draw a comic for
the ad and the comic character is Eason. (see Photo 4)
Photo 4: Draft of the comic character in the TV commercial
40
Moreover, the background music is selected Michael Jackson’s “Beat it”. “Beat it” is
a popular pop song, which released in 1983. In 2008, “Beat it” was re-recorded for a
special edition of his album, commemorating the 25th anniversary. It is a full of
energetic and dance song. Although the song is 25 years ago, the style of the song
matches up our iPhone’s TV commercial.
TV commercial storyline:
At the very beginning of the TV commercial, we can see Takehiko Inoue’s hand that
is drawing a comic character, Eason Chan (see Photo 5).
Photo 5: Drawing a comic character, Eason Chan
Then we can see Eason who go out from his home. Then he picks out his iPhone from
his bag and put on his headphone. The camera will focus on his iPhone’s 3.5-inch
screen and we can see Eason who is checking e-mail and his schedule (see Photo 6).
41
Photo 6: Checking e-mail
Then he chooses the other iPhone’s application, iTune. He selects Michael Jackson’s
“Beat it” (see Photo 7) and then he goes to MTR station.
Photo 7: Using his finger to choose the song.
And then the camera will turn to the inside of MTR train. Eason picks out his iPhone
and the camera will focus on his iPhone’s screen again. He tunes to choose the other
iPhone’s application, Youtube. He chooses the music video of “Beat it”. Then he sees
Michael Jackson who stands in front of him and sings the song for him (see Photo 8).
42
Photo 8: Music Video of Michael Jackson’s “Beat it”.
Other passengers in the MTR train admire his iPhone. Eason continues to enjoy the
music video and suddenly someone calls him. The camera turns to focus on his
iPhone’s screen and we can see the calling with the caller’s photo (see Photo 9).
Photo 9: Calling page of iPhone
He uses his finger to touch the screen and to receive the call. He says “Hello”. The
last frame is the Eason’s voice-over that says the English tagline “Simple not Simple,
iPhone” with Apple Inc.’s logo.
43
2. Rationale of print ad and publishing article on print media
We will select the front page of free-of-charge newspaper, Metro, to place our print
ad and publishing article. The print ad is designed to match the scenes of the
commercial. It also reveals cool and smart feeling according. As the purchasing
decision of mobile is high involvement, our target audiences would like to seek for
more detail information of mobile phone which TV commercial and print ad cannot
provide. Article will describe the unique features of iPhone and how these features
help us to have a simple life.
For print ad design, please refer to appendix.
ii. Sales promotion campaign
As indicated from our situation analysis, price is the major consideration when they
are choosing a new mobile phone. Sales promotion campaign is useful to increase the
mobile phone’s market share. Formerly, Apple Inc. has practiced a sales promotion
campaign, called “ Back to School”. “Back to School” sales promotion campaign
targets high education students. Students buy an Apple Inc. computer using the
education discount, and they will get a free iPod during the summer holiday. This
sales promotion campaign could be expended campaign to support the iPhone’s brand
campaign. We will revise the “Back to School” campaign that college students buy an
Apple Inc. computer using the education discount, and they will get an education
discount of iPhone during the summer holiday. The media selection will be the same
as the brand campaign.
44
iii. Television Programme Sponsorship
The main objective of sponsoring television programme is to build brand preference
of iPhone amongst our target audiences. Compared with TV commercial, television
programme is a soft sell advertisement that can often be more persuasive and
informative. Apple Inc. has not sponsored any television programme. We suggest
Apple Inc. should consider sponsoring a 5-minute television programme at TVB Jade.
The timeline is suggested at 23:00. The topic of programme is talking about the
technology improvement of smartphone. The host should be our iPhone’s
representative, Eason Chan, who will present how iPhone can solve our daily
problems and create a simple life.
45
2. Public Relations Campaign
Therefore, an advertising and PR campaign does not stand-alone. It is part of
organization’s business plan; and thus, must be integrated into the overall
organizational objectives. Moreover, the effective use of public relations in marketing
often comes down to getting good publicity for a brand. A well-planned public
relations campaign can build up mutually beneficial relationships between Apple Inc.
and our target audiences. Hence, the proposed strategies constitute such three
components as exhibition, press release and fashion event.
i. Objective
To establish top-of-mind awareness of our target audiences and media via exhibition,
press release and fashion events.
ii. Tactics
Activities Target Strategy
Exhibition General Public In 2008, the biggest yearly computer and communications exhibition, Hong Kong Computer & Communications Festival 2008 (HKCCF 2008) will take place from 22-25 August 2008 at Hong Kong convention and Exhibition Centre. According to statistics on HKCCF 200711, over 400 booths were showcased and it has attracted over 350,000 visitors during the 4-day exhibition. Besides, HKCCF is an opportunity to gain awareness from media and journalists that can spread our key message to the public.
Press Conference /Press Release
Media Press release is a common public relations campaign tool that used to keep closely with media. To get positive publicity, it is necessary to provide interesting and newsworthy information to the media. We
11 Source: HKCCF EXPO 2008 website: http://www.hkccfexco.com/
46
will invite Eason Chan and Takehiko Inoue to join our press conference. Their publicity is large enough to provide newsworthy information to the media.
Fashion Event General Public/Media
We suggest Apple Inc. to consider a cooperation with two fashion brands - :CHOCOOLATE and H&M.
1. :CHOCOOLATE is a fashionable icon that established in Hong Kong in winter 2006. :CHOCOOLATE traces its beginnings back to the seeds of a simple idea to cater the young individuals.
2. H&M is a Swdish fashion clothing brand which expanded into Hong Kong in 2007. H&M to be more popular since she launched another collaboration with Madonna in March 2007, designed by the popstar. Then, it was reported that the clothing sold out very quickly and sudden to be a fashionable icon.
:CHOCOOLATE and H&M both are fashionable icon and they influence our target audiences’ mind. We suggest to have fashion events – to invite superstars and fashion models to have a “cat-walk” to present how iPhone can match up with fashion. We suggest to take place at the Time Square, Causeway Bay.
47
VI. Campaign Evaluation
Before rolling out our integrated marketing communication campaign, evaluative
testing is essential to get a feel for whether the campaign idea and strategies are likely
to be on target. Pretesting and posttesting is used to get feedback from our target
audiences before and after the campaign.
Copy testing will be conducted in the mid and at the end of the creative approach. It is
recommended conducting another mini-survey (around 20 participants will be invited)
for evaluating and understanding the effectiveness of the campaign. Frame-by-frame
diagnostics is a copy testing technique proposed that will provide parts of iPhone’s
TV commercial and print ad to test which parts are connecting with our audiences and
which parts are perceived as boring.
The post testing is mainly to measure the effect of a campaign and the perception
change towards iPhone. At least 500 participants will be invited to join the survey
which testing communication effects and behavioral effects.
48
VII. Conclusion
Although there is about 6.0 million adult population in Hong Kong, it is not easy to
gain a large market share significantly - Major mobile phone providers, Nokia, Sony
Ericsson have established and maintain their historical and famous brands in Hong
Kong. Apple needs to have a well-planned, comprehensive and strategic
communication campaign before launching iPhone in Hong Kong.
From our situation analysis, we found that Hong Kong people questioned that does
iPhone fulfill business duties or is it just an entertainment system. Moreover, price is
relatively high; prevailing feeling that iPhone are not worth the price. However, we
have opportunity to overcome the problems: Hong Kong people have high incentive
to chase high technology product, which has played an important role in shaping their
lifestyles. They have incentive to learn and try new technology products; also, the
upturn of Hong Kong economy raises interests and desires for purchase of luxury
consumer goods, especially high technology product.
With problems and opportunities, we have form the marketing and advertising
objectives. In order to achieve the objectives, well-organized and well-planned
marketing strategies such as integrated advertising campaign, public relations
campaign are designed accordingly. It expected that the message will be
disseminated to the target audience effectively and that the awareness and image of
iPhone could embed into target audience mind.
49
Appendices
Appendix 1: Tentative Schedule of iPhone’s integrated Marketing Communication
Plan (2008)
50
Appandix 2: Bilingual Quesionnaire
手提電話問卷調查
你好！我是浸會大學傳理學院的研究生黃國祺，正在做一項關於手提電話的問卷調查，在這裡打擾你幾分鐘。你所提供的只用於學術研究，所得資料將嚴格保密，並只用作統計用途，如對問卷有任何查詢，請電郵[email protected]。謝謝！
請在適當方格內加上『√』號。
1. 你現在是否擁有手提電話？ □ 有 □ 沒有 (問卷結束，多謝) 2. 你現在使用的手提電話是那個品牌? (可選多項) □ Apple □ Asus □ Blackberry □ HTC/Dopod □ LG □ Motorola □ Nokia □ Samsung □ Sharp □ Sony Ericsson □ 其他，請註明_________________________ 2. 請問你通常會從什麼途徑獲取有關手提電話的資訊? (可選多項) □ 製造商網頁 □ 網上宣傳
51
□ 報章雜誌 □ 論壇/討論區 □ 親友介紹 □ 電子產品商舖 □ 電視廣告 □ 其他，請註明_________________________ 3. 你大概多久換一次手提電話？ □ 少於6個月 □ 6個月到1年 □ 1年到1年半 □ 1年半到2年 □ 2年或以上 4. 你基於什麼原因要換新電話？(可選多項) □ 朋友影響 □ 有新功能的出現,例如3G □ 舊電話難以操作 □ 緊貼潮流 □ 舊的電話損壞 □ 其他，請註明_________________________ 3. 選購新手提電話時，你會考慮什麼因素? (可選多項) □ 品質 □ 品牌形象
52
□ 產品宣傳 □ 潮流 □ 價錢 □ 設計 □ 功能 □ 重量 □ 操作方便使用 □ 手機遊戲 □ 耐用度 □ 技術支援 □ 具3G功能 □ 記憶體及外置記憶卡支援 □ 其他，請註明_________________________ 4. 有沒有聽過蘋果公司最新產品iPhone? □ 有 □ 無 (請跳至第7題) 5. 以下句子最能夠表達出你對iPhone之感覺和印象。
非常同意 同意 沒意見 唔同意 非常唔同意
5.1 iPhone 是潮流象徵。
5.2 iPhone 名過於實。
5.3 iPhone 是科技突破。
53
5.4 iPhone 簡單易用。
5.5 iPhone 提昇地位。
6. 你認識的iPhone有什麼功能? (可選多項) □ 外形獨特 □ iTunes (蘋果產品專用多媒體播放器) □ WiFi上網功能 □ 語音指令功能 □ 可看短片及相片 □ 輕觸式屏幕 □ 3.5吋特大屏幕 □ 其他，請註明_________________________ 7. iPhone的以下功能，哪些最吸引你? (請最多選擇3個) □ 外形獨特 □ iTunes(蘋果產品專用多媒體播放器) □ WiFi上網功能 □ 語音指令功能 □ 可看短片及相片 □ 輕觸式屏幕 □ 3.5吋特大屏幕 □ 其他，請註明_________________________ 8.如果其他品牌的手提電話擁有第7題你所選擇的特點，而兩者價錢相若，你會選擇: □ 仍然考慮購買iPhone
54
□ 考慮購買其他品牌 □ 兩者皆考慮 □ 兩者皆不考慮 9. 若果iPhone在香港正式發售,你會購買嗎？ □ 會 (請回答第11題) □ 不會 (請回答第10題) 10. 你不會考慮購買iPhone的原因是:(可選多項) □ 價錢太貴 □ 操作困難 □ 市面上有太多功能相若的產品 □ iPhone外形不夠討好 □ iPhone的功能不夠卓越 □ 對多功能手提電話沒有興趣 □ 對蘋果公司的產品不感興趣 □ 朋友影響 □ 行貨太遲推出 □ 其他，請注明_________________________ 11. 現時水貨iPhone(8GB)的價錢大約4,000元，你可接受行貨iPhone (8GB)的價錢是多少？ □ 4,000元以下 □ 4,001至5,000元 □ 5,001至6,000元 □ 6,000元以上
55
12.如果蘋果公司提供增值服務，例如免費下載附加軟件，你會對iPhone有興趣嗎？ □ 會 □ 不會 13. 性別: □ 男 □ 女 14. 你的年齡介乎: □ 19 或以下 □ 20 – 29 □ 30 – 39 □ 40 – 49 □ 50 或以上 15. 你的教育程度是: □ 小學或以下 □ 中學 □ 大專 □ 研究院或以上 16. 你的職業是: □ 經理及行政人員 □ 機台及機器操作員及裝配員 □ 專業人員 □ 非技術工人 □ 輔助專業人員 □ 漁農業熟練工人及不能分類的職業 □ 文員 □ 學生
56
□ 服務工作及商店銷售人員 □ 待業 □ 工藝及有關人員 □ 已退休 17. 你個人月入介乎(以港幣計算): □ $10,000 以下 □ $10,001-$20,000 □ $20,001-$30,000 □ $30,001-$40,000 □ $40,000 以上
問卷完！感謝您的寶貴時間！
57
Appendix 3: Survey Result
手提電話問卷調查(總數：100)
你好！我是浸會大學傳理學院的研究生黃國祺，正在做一項關於手提電話的問卷調查，在這裡打擾你幾分鐘。你所提供的只用於學術研究，所得資料將嚴格保密，並只用作統計用途，如對問卷有任何查詢，請電郵[email protected]。謝謝！
請在適當方格內加上『√』號。
1. 你現在是否擁有手提電話？
□ 有 (100) □ 沒有 (問卷結束，多謝) (0) 2. 你現在使用的手提電話是那個品牌? (可選多項) □ Apple (2) □ Asus (5) □ Blackberry (5) □ HTC/Dopod (10) □ LG (15) □ Motorola (7) □ Nokia (21) □ Samsung (5) □ Sharp (4) □ Sony Ericsson (21) □ 其他，請註明
Palm, Toshiba,Sagem,Panasonic(2) ,大陸機,K—Touch,Av link, Pantech, iDo.NEC_____ 3. 請問你通常會從什麼途徑獲取有關手提電話的資訊? (可選多項)
□ 製造商網頁 (20)
□ 網上宣傳 (40)
□ 報章雜誌 (54)
□ 論壇/討論區 (30)
□ 親友介紹 (26)
□ 電子產品商舖 (37)
□ 電視廣告 (40)
□ 其他，請註明_路過而見, 地鐵廣告, 街邊海報_______________
58
4. 你大概多久換一次手提電話？
□ 少於6個月 (1)
□ 6個月到1年 (22)
□ 1年到1年半 (31)
□ 1年半到2年 (17)
□ 2年或以上 (29) 5. 你基於什麼原因要換新電話？(可選多項)
□ 朋友影響 (10)
□ 有新功能的出現,例如3G (30)
□ 舊電話難以操作 (32)
□ 緊貼潮流 (42)
□ 舊的電話損壞 (69)
□ 其他，請註明 想換, 遺失(2)_____________ 6. 選購新手提電話時，你會考慮什麼因素? (可選多項)
□ 品質 (65)
□ 品牌形象 (45)
□ 產品宣傳 (10)
□ 潮流 (46)
□ 價錢 (79)
□ 設計 (52)
□ 功能 (67)
□ 重量 (20)
□ 操作方便使用 (27)
□ 手機遊戲 (5)
□ 耐用度 (37)
□ 技術支援 (20)
□ 具3G功能 (7)
□ 記憶體及外置記憶卡支援 (47)
□ 其他，請註明____防衝擊力________________________ 7. 有沒有聽過蘋果公司最新產品iPhone?
□ 有 (94) □ 無 (請跳至第10題) (4) (2人沒有回應)
59
8. 以下句子最能夠表達出你對iPhone之感覺和印象。 非常同意 同意 沒意見 唔同意 非常唔同意
8.1 iPhone 是潮流象徵。
(29) (42) (17) (4) (2)
8.2 iPhone 名過於實。
(5) (21) (34) (34) (0)
8.3 iPhone 是科技突破。
(17) (55) (15) (4) (3)
8.4 iPhone 簡單易用。
(4) (17) (66) (6) (1)
8.5 iPhone 提昇地位。
(8) (32) (28) (19) (7)
9. 你認識的iPhone有什麼功能? (可選多項)
□ 外形獨特 (40)
□ iTunes (蘋果產品專用多媒體播放器) (57)
□ WiFi上網功能 (58)
□ 語音指令功能 (9)
□ 可看短片及相片 (66)
□ 輕觸式屏幕 (72)
□ 3.5吋特大屏幕 (70)
□ 其他，請註明_Download Games、software, 手控放大縮細___________ 10. iPhone的以下功能，哪些最吸引你? (請最多選擇3個)
□ 外形獨特 (28)
□ iTunes (蘋果產品專用多媒體播放器) (38)
□ WiFi上網功能 (58)
□ 語音指令功能 (3)
□ 可看短片及相片 (49)
□ 輕觸式屏幕 (62)
□ 3.5吋特大屏幕 (64)
□ 其他，請註明
手控放大縮細, 無, 對我來說全都不太吸引, 無一樣吸引,
60
沒有，我愛K—Touch_ 11. 如果其他品牌的手提電話擁有第10題你所選擇的特點，而兩者價錢相若，你會選擇:
□ 仍然考慮購買iPhone (24)
□ 考慮購買其他品牌 (10)
□ 兩者皆考慮 (59)
□ 兩者皆不考慮 (7) 12. 若果iPhone在香港正式發售,你會購買嗎？
□ 會 (請跳至第14題) (51) □ 不會 (49) 13. 你不會考慮購買iPhone的原因是:(可選多項)
□ 價錢太貴 (34)
□ 操作困難 (10)
□ 市面上有太多功能相若的產品 (11)
□ iPhone外形不夠討好 (5)
□ iPhone的功能不夠卓越 (4)
□ 對多功能手提電話沒有興趣 (10)
□ 對蘋果公司的產品不感興趣 (8)
□ 朋友影響 (0)
□ 行貨太遲推出 (3)
□ 其他，請注明___用不著這麼多功能 已有iPod, 沒興趣, 易壞 不耐用, 無需要,
沒需要,iPod touch, 剛剛換左機, 要簽約____________________ 14. 現時水貨iPhone(8GB)的價錢大約4,000元，你可接受行貨iPhone (8GB)的價錢是多少？
□ 4,000元以下 (52)
□ 4,001至5,000元 (35)
□ 5,001至6,000元 (13)
□ 6,000元以上 (0)
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15. 如果蘋果公司提供增值服務，例如免費下載附加軟件，你會對iPhone有興趣嗎？
□ 會 (38)
□ 不會 (62) 16. 性別:
□ 男 (57)
□ 女 (43) 17. 你的年齡介乎:
□ 19 或以下 (40) □ 20 – 29 (25) □ 30 – 39 (18) □ 40 – 49 (15) □ 50 或以上 (2) 18. 你的教育程度是:
□ 小學或以下 (0)
□ 中學 (1)
□ 大專 (80)
□ 研究院或以上 (19) 19. 你的職業是:
□ 經理及行政人員 (20) □ 學生 (63)
□ 專業人員/輔助專業人員 (15) □ 待業 (0)
□ 文員/服務及銷售人員 (2) □ 已退休 (1)
□ 機器操作員及技術工人 (0)
20. 你個人月入介乎(以港幣計算):
□ $10,000 以下 (64) □ $10,001-$20,000 (11) □ $20,001-$30,000 (20) □ $30,001-$40,000 (3) □ $40,001 以上 (2)
問卷完！感謝您的寶貴時間！
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Appendix 4: Print Ad
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64
65
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Appendix 5: New Media
