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Transcript of Apple
Apple has reinvented the mobile phone with its revolutionary iPhone and App Store, and is defining the future of mobile media and computing devices with iPad. Brief Background of Apple The Business Objectives for Apple is that they want to maximize profit. also they want to become the most dominant high-tech brand in the world. Another business objective is that Apple want to invent products that will be useful, handy and sleek that will appeal to consumers all over the world. And finally Apple want to become the world's biggest company in the world. These business objectives link to my campaign because the new iOS 6.5 update is useful, handy and sleek and will definately appeal to consumers all around the world. I dont think it will help maximize profit because the update is free of charge. Business Objectives I believe the Target Market for the updated version for the iPod Touch would be for boys and girls over the age of 12. I chose this specific age range because near enough at the age of 12 young children take an interest in iPhones and they are not old enough to own an iPhone, so the updated version of the iPod allows young children to be entertained through updated apps and many new features. The new updated version is called iOS 6.5. Target Market for My Campaign iPod Touch 5th Generation
iOS 6.5 Update Consumer Profile Age- 7+
Income Level- Upper Class
Ethnic Background- All backgrounds
Interests: Playing apps and socializing, likes Comedy /Family movies
Marital status- Single The new product features in iOS 6.5 are that instead of going on to the App Store and updating your apps, it will automatically update it causing less hassle to the user of the iPod. Also another exciting feature is that the iPod with iOS 6.5 it makes your iPod 10x faster than the iPhone 4S and the iPhone 4. Also there have been complaints recently from users about Siri, saying that it is too slow and less respondent, the new update has fixed these problems and Siri has now be proven to be an excellent assistant to your needs. One last feature of the new iOS 6.5 is that when you update you can get a song on iTunes for free. The iOS 6.5 differentiates to the other iOS updates because it makes your iPod more faster and Siri is more useful than it was before in previous updates. Its USP is that you can download any album of your choice for half of the original price. The Message The message that we are trying to deliver in this campaign is that the iOS 6.5 is the most advanced mobile operating system and that the features in the update are very advanced and no other mobile operating system has the features that the iOS 6.5 possesses, by doing this it makes the update look unique and consumers are encouraged to update their iPod device as they can experience the excellent features of the iOS 6.5. The slogan for the iOS 6.5 update is that it is 'the worlds most advanced mobile operating system. Campaign Budget By looking at previous campaigns from major companies like Microsoft, who spent £500,000 on a campaign for the Kinect Sports 2, an educated guess for the budget for the iOS 6.5 campaign would be around the £500,000 mark. To kick the campaign in to gear, first we will start to promote the iOS 6.5 by e-mailing our existing customers about the new campaign and how useful it will be to them, then we will expand to the world of social media and create a Facebook/Twitter Page and try to bring in new customers, if these ideas start to work then we will start producing a TV Advert for the whole world to see TimeScale The new campaign for iOS 6.5 will be in the mobile operating system market for around 3-4 months. I chose this time scale because it suits my target market and also by having the update being available for 3 to 4 months means that people can still download it, if they miss the chance to download it as soon as it is released to the public. Work for the update will commence in September, and at the start at of October it will be released Promotional Mix The way that the iOS 6.5 is going to be advertised, is that we will be starting small, for example we will start sending texts/e-mails to our existing customers, to inform them of how the iOS 6.5 appeals to them and why it is a must that they should update their iPod Touch. If customers start reacting to this then we will start to advertise on social media sites like Facebook, Twitter and Youtube. If these 2 advertising techniques work then we will be expanding to TV Adverts for the iOS 6.5, because we wish for everyone to see how amazing the new update really is. I believe an estimated budget for a TV Advert would be £500,000. A reason why we are using Advertising to promote the campaign is because everyone can see it worldwide. Advertising Sponsorship Usually it is Celebrities who endorse Apple’s products. They mainly endorse iPod’s, and in TV Adverts you can see that celebrities are joyfully using the iPod Touch 5th Generation, which indicates to the customer that if a celebrity is happy with the iPod Touch then it is worth buying. Also they may put celebrities using the iPod on billboards and cut-outs etc. Also the celebrity’s may use Twitter/Facebook to promote the iPod Touch, by tweeting or writing a status about how the good the iPod Touch is and that they strongly recommend consumers buying it. A reason why we are using Sponsorship to try and promote the campaign is because it will hopefully attract new customers. Direct Mail We will be e-mailing/texting our existing customers who have an iOS device and we will be informing them of how the iOS 6.5 appeals to them. I think this is a good technique as existing customers know first-hand about the update. I think it will lead to good levels of customer satisfaction. Also a reason why we are using Direct Mail to promote the campaign is because our existing customers will feel that we care about them and we want them to enjoy their iOS Device with updates Media Mix is the different mediums used by companies to advertise their goods or services. Good examples would be TV Adverts, Radio, Magazines, Posters, Billboards etc. Media Mix What is Media Mix? TV Adverts Because Apple is one of the best global brands in the world, we like to associate ourselves with celebrity endorsements. In our TV Adverts we will have Samuel L. Jackson and Zooey Deschanel endorsing the iPod Touch with the iOS 6.5 installed on it. The reason why we are using these celebrities is because they are well known and also if consumers see celebrities owning an iPod, then they will be encouraged to buy it. Social Media In today's day and age, we live in a world where if you want to know news or information you can easily get it from the world of Social Media. This is why we will be creating a Facebook and a Twitter page, I believe that using social media will attract teenagers because they predominantly use social networking sites. We will also give them the chance to give us feedback on how we can improve the campaign. Also on Twitter we will try to get the campaign trending worldwide, because millions of people use Twitter everyday, with it predominantly being the youth of today. Outdoor Advertisements