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Apple: Think Different Campaign

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by

Anjelica Rosales

on 12 April 2013

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Transcript of Apple: Think Different Campaign

Anjelica Rosales
Elizabeth Sebuliba
Aneisha Townsend
Megan Tuttle Apple: Think Different Campaign History/Background First aired on Sept. 28 1997, followed by the print ads, billboards and posters.
In 1998 the television spot won the second annual prime time Emmy Award for best commercial from the Academy of Television Arts & Sciences (ATAS).
The ad also won a Belding, a Silver Lion at Cannes. The long-term campaign won an Effie award for marketing effectiveness. Strength
Apples Retail Store and Sales
Knowledgeable staff
Strong Marketing & Advertising team
Weakness
Costly Products
Loss of head of management: Steve Jobs
Patent infringement
Product defect
Decline of gross margin
Decreased market share. Key stakeholders Customers Threats, Long Term
Processes and Opportunities Discussion: How is the organization exposed to
conflicting demands from its environment? How
could strategic communication be used to navigate
these incongruent demands? A German-born Swiss-American theoretical physicist, philosopher and author who is widely regarded as one of the most influential and best known scientists and intellectuals of all time. He is often regarded as the father of modern physics. Alfred Hitchcock
An English filmmaker and producer who pioneered many techniques in the suspense and psychological thriller genres. He is considered as a master of suspense and horror films. Eleanor Roosevelt
Was the First Lady of the United Statesfrom 1933 to 1945. She supported the New Deal policies of her husband, Franklin Delano Roosevelt, and became an advocate for civil rights. Muhamed Ali
An American boxer and three-time World Heavyweight Champion, who is widely considered one of the greatest heavyweight championship boxers of all time. Pablo Picasso
Was a Spanish painter, draughtsman, and sculptor. He is best known for co-founding the Cubist movement and for the wide variety of styles embodied in his work. Think Different
An Unsuccessful Idea
"Conventional"/ Unoriginal
No Target Audience Image
Celebrities
Misfits, Troublemakers
CHANGE
Exclusivity
Monochrome
Overall Effective SWOT Analysis Organization's goal People can change the world for the better "The people that are crazy enough to think they can change the world are the ones that actually do" -Steve Jobs People honoring the people who think different and who moved this world forward People who think differently use Apple Potential customers Media/Press Competitors Threats Rapid Technology change would lead to pressures to release new products faster.
Government policies on Tax increase: negative impact on products profit margins
Rising pay for workers: Foxconn the main manufacture of apple has increased pay for workers
Breached IP Rights(patent rights for Apple)
Strong Currency: USD
Revenue generated outside the US might reduce
potential profits.
A decline in gross margin due to increased competition and increased product price
Decreased market share. Opportunties High demand of of Apple's product
Strengthen the firm's Competitive Advantage
Growth of tablets and smart phones markets
Apple able to obtain patent through Acquistion
Strong growth of mobile advertising market
Apple's are also accused of patent infringment Business Intelligence & Contextual Analysis KIT Process 1. Strategic Decisions and Actions
2. Early Warning Topics
3. Descriptions of Key Marketplace Players Celebrities
Full transcript