Benchmark - Marketing and Communication Strategy Analysis
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ACADEMIC LEVEL Undergrad. (yrs 1-2) DISCIPLINE Marketing DOCUMENT TYPE PowerPoint Presentation SPACING DOUBLE CITATION STYLE APA
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Benchmark - Marketing and Communication Strategy Analysis
- 2. BRAND SUMMARY Highly efficient and quality-MacBook Air just like other apple products is a very high quality product. It therefore offers clients value for money. Most up-to-date and up-to-date laptop technology- The brand technology is one of the most recent in the tech industry. Advanced performance and speed- The performance of Macbook Air is not only fast but also super efficient. Effective software's with improved functionality. The brand has got improved functionality as it is fitted with the best softwares.
- 3. BRAND TARGET International clientele living in urban areas- Apples’s new brand not only targets domestic but also international market. Age ranges from 18-45- This is the target age bracket as it is a working age that seeks better technological solutions. Both males and females- Either of the two genders in the above age bracket is equally potential market for the product. Students, professionals, managers and executives- These are people who really need the technological solutions the brand is bringing to the market.
- 4. CONSUMER RESPONSE TO THE CURRENT MARKETING COMMUNICATIONS Impacts and affects consumer cognition. Analyzing the demand patterns through product life cycle makes it easy to point out consumer cognition. Aligns with Consumer behavior- This is achieved through such questions as what exactly do the consumer want? Then reaching out to them through effective communication to attain the answers. Considers Consumer environment and needs. This is mostly achieved through intensive market research
- 5. BRAND INFLUENCERS Artists- They are very influential especially on the young people who like entertainment content such as songs . Social media personalities- We are living in social media age. Our target market is in social media; social media personalities can therefore be great brand influencers. Celebrities- They are not only famous but also influential. They can easily sell out our brand by simply identifying with it. Content writers- Through content creation they explain to people what features our brand offers and why they should prefer it over others.
- 6. DIFFUSION OF INNOVATION MODEL • Apple marketers have used the following five steps to promote diffusion of the new product into international markets Knowledge- This step involves explaining to people what exactly the new brand/product is and what is new about it. Persuasion- Persuasion entails the process of convincing the consumers why they need to choose this product over others. Decision influencing- after understanding what informing consumers choices and purchase decisions then one strives to influence such choices. Implementation- this is the actual application of the model in the market to maximize on the market share. Confirmation- This evaluation of the effectiveness of the model in the brand modelling.
- 7. ETHICAL MARKETING While executing its mandate apple observes four main principles to guide its marketing and overall business ethics: Honesty- This involves marketing using only the information that it true without unnecessary exaggerations. Respect . Been courteous while interacting with all stakeholders within the marketing process. Confidentiality- Keeping client data confidential and using it only for the specified purposes. Compliance- Adhering to all regulations set out by the law such as obtaining the necessary licensing .
- 8. PRINCIPLES OF CONSCIOUS CAPITALISM Apple business has a higher purpose than just making money- it therefore seeks a larger overall societal wellbeing. Apple brings out the best in its employees. Through talent recognition and implementation of various talent development programs. Apple works for the shareholders with passion. For instance, it is takes into consideration the investors, customers, vendors and the society at general.
- 9. DECISION MAKING Need recognition- Customer get to a point where they fee that their current brand are not as efficient as they would prefer them to be. Information search- Customers then venture out to seek information through inn various platforms such as internet. Evaluation of alternatives- This is attained through brand comparison to arrive at the most optimal choice. Purchase Decision- Finally consumers make their purchase decision and buy a certain brand.
- 10. CONSUMER DECISION MAKING The brand consumers make decision to purchase the product on the basis of the following questions. Efficiency- How efficient is the brand in meeting the consumer needs and expectations and needs? Value for money- Do consumers feel that their needs are been met by the brand? Availability of after sale services – Upon purchasing the product can they access any help they may need from the sellers?
- 11. RECOMMENDATIONS FOR MARKETING AND COMMUNICATION STRATEGIES • Intensified social media presence- As mentioned earlier in this social era most people are in social media not only for entertainment but also shopping. • Targeting Past consumers- Most consumers tend to be loyal to a certain brand of products and will likely prefer to buy from same companies to meet their future needs • Bulk discounts – This encourages people to even purchase more especially retailers or corporates .
- 12. REFERENCES Schiffman, L., & Wisenblit, J. (2018) Consumer Behavior. (12th. Edition). Pearson Education, Inc. Retrieved from: https://www.gcumedia.com/digital-resources/pearson/2018/consumer-behavior_12e.php . Wereda, W., & Zaskorski, P. (2018). Creating relationships with clients in the IT environment. Challenging the Status Quo in Management and Economics, 854. GERCEKCIOGLU, R., ATASEVER, O. O., & ALTUNOK, S. (2014). Investigation of Yield and Quality Performance of Some Peach and Nectarine Cultıiars in Tokat Ecological Conditions. International Journal of Agricultural and Natural Sciences (IJANS) E-ıssn: 2651-3617, 7(2), 41-45. Motlagh, C. K. (1997). Health of America, optimized in good taste. Journal of Food Products Marketing, 4(3), 61-82. Leeflang, P. S., Wittink, D. R., Wedel, M., & Naert, P. A. (2013). Building models for marketing decisions (Vol. 9). Springer Science & Business Media. Urban, T. L. (1992). Deterministic inventory models incorporating marketing decisions. Computers & industrial engineering, 22(1), 85-93.
Editor's Notes
- MacBook Airs has a very highly efficient quality and all apple products will be the same. Apple simply wants to sell products they believe are by far the most up-to-date and advanced goods that customers want and are going to use. Apple releases constantly updated for all of its goods to ensure that the product is up to speed and always functioning properly.
- The target’s age ranges from 18-45 and are males and females. This specific age range tends to understand new technology easier and are more adaptive to it. Apple tends to target people that are at a bachelor stage, newly married couples, and full nest 1 and 2. The target is tends to be the high earners do to the price of the brand’s products and leans towards students, professionals, managers and executives. The target of Apple’s is also the hardcore loyal customers that are determined and ambitious.
- Analyzing and understanding of apple customers enables the company to be able to carry out brand marketing in an effective manner. For instance, it uses various consumer behavior insights in order to tailor its products in a manner that resonates with the target clients. Apple also seeks out to actively carry out market research in order to understand the target customer needs and feedback. Simplification and optimization of products also plays a very crucial role in its marketing stategy
- Apple heavily relies on influencers for brand advocacy. Through attractive rewarding apple is able to prove influencers play a very crucial role in reaching the target customers across the globe. Apple for instance reaches out its clients using such products as itunes through well known artists in order to put the right songs or even apps right before the right people. Some of Apples well known influencer include Mark Gurman.
- Creation of knowledge is the first step in the promotion of any new product or innovation. It basically seeks to create awareness to the potential clients. Upon informing the clients of the new products the marketers then seek to convince the clients why they should choose such a product over other substitutes that are often available and sometimes even cheaper. In this step they focus on what makes the market been market unique over the substitutes when the individual or organization adopt the innovation or the new product then marketers entice them using such modes as discounts. Implementation is the as the practical use of the innovation, Confirmation is the evaluation of the innovation’s implementation.
- Apple has always had a strict code of business that guide its operations both in United states and overseas. Within its website it also outlines various specific policies inspire its high level of ethical standards while relating with its customers. Apple employees are also given a strict code of ethics to abide by while representing the organization. All the suppliers for instance have to sign “ supplier code of conduct” prior to carrying any business with the organization.
- While promoting this brand Apple is focusing on maximization of interests of various stakeholder interests. For instance, it is takes into consideration the investors, customers, vendors and the society at general. Through such practices as fair pricing and community service Apple reaches out to the community not only as profit maximizing firm but also people centered organization.
- Customers must be able to recognize their own needs, identify the features they current lack in other substitute brands. Once they realize they are missing some crucial aspects they endeavor to search information on such aspects as substitute products. They then evaluate the available alternatives and settle for the most effective- which fits into their budgets.
- Our new brand offers more speed and has up to date features that makes it very efficient. This is the fist consideration the consumers will base their purchase decision on. Secondly despite been abit more expensive than other brand s in the market the brand offers the client the value for their money. Our contact with the customers does not end at the sale point. Instead we offer the customers any support they require while getting familiar with the product.
- One of the ways through which we could use in marketing this brand is through reaching out to the customers who have purchased our previous products to inform them of the brand and invite them to buy. We also need to intensify our social media presence and marketing. Lastly issuing of price discounts to consumers who purchase in bulk could be a great attraction.