MHTP PRESENTATION (1)

8/7/2019 MHTP PRESENTATION (1)

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Group:7



Advertising and Promotion

Pyramid

Salesperson

Telemarketing

Catalog Literature

and Manuals

Trade Shows, Seminars,

Training

Direct Mail

Public Relations /Publicity

Media Advertising

Narrow

Broad

Coverage of Target Audience (Reach)

Cost per Contact

HIGH

LOW



Media AdvertisingApple Inc

1984 super b wl c mmercial

1990 Think diff erent

2000 iP d people



Catalogs and Manuals:

y Key enefits of the pro uct

y Co pati ility/interopera ility

y W arranties

y

A pple store ebsite alsohas the catalogue



PUBLIC RELATIONSy To develop goodwill among its

customers and other stakeholders.

y Apple, Old DominionUniversity and the ChesapekeBay Foundation are teaming up

to sponsor an "e-cycling" event.y Apple sponsored Berlinale's

Talent Campus 2007, -gathered350 film makers from all over the world for six days, between10 and the 16th of February.

y The new Garage Flick projectsponsored by Apple -produced ashort digital film each day -waspublished online - available onthe official Campus website



PUBLICITYy Any coverage the company receives in

the news media.

y The buzz that followed the launch -every one had something to say about

the new Apple product.y 7000 Apple tweets per minute during

iPad announcement.

y Thousands of technology journalistsand bloggers across the World hookedto every word Steve Jobs had to sayabout his latest offering and a frontpage headline on most publicationsacross the World.

y A quick search on Google ± is enoughto showcase the media frenzy Appleunleashed with its recent productlaunch.





TELEMARKETINGOutbound calls :

y V ery less cold calls but they ma e calls to existing

customers for CRMInbound calls:

y Website has a toll free number where people can calland ask their queries.

y Telemarketing personnel help salespeople by prov iding support serv ices.



Online AdvertisingBanner Ads (live banners)

Superstitial ads

Interstitial ads

Search Engine Optimization



ViralMarketing

y Making off ers so compelling that people v oluntarily pass them around to their friends.

Eg: discounts on I-pods and Mac's for the Back to

School promotion.

y BUZZ MA R KETING: i-phone and i-pad



New Product pre announcementy Apple i-pad 2

- It will have 2 cameras

- Faster rocessor

- Dual-mode Qualcomm Chipset

- Forget the Higher-R esolution Display

- Slimmer. Lighter. Smaller.



PROS CONS

Pioneering advantage: pre-empt competitors Cue competitors

Stimulate demand Cannibalize current products

Encourage customers to delay purchase Delays damage reputation or survival of firm

Help customers plan Confuse customers

Gain customer feedback Create internal conflict

Stimulate development of complementary

products

Generate antitrust concerns

Provide access to distribution

Pursuit of leadership position

New roduct re Announcement



Tactical Considerations in

Preannouncement Decisions

Timing InformationTarget

A udience

Communi--cation

Vehicles



Documents

MHTP PRESENTATION (1)