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(整合营销)整合传播营销
APPLE MARKETING COMMUNICATION PLAN
Contents
Executive Summary3
Situation Analysis3
Company analysis3
Competitor analysis3
Consumer analysis4
Market analysis4
Product analysis5
Problems and opportunities5
Target Market Profile6
Objectives7
Marketing objectives7
Communication objectives8
Advertising objectives8
Marketing Communication Strategy8
Advertising strategy8
Media Strategy9
Sale promotion strategy11
Public Relation Strategy12
Direct marketing strategy14
Other marketing strategies14
Campaign Evaluation14
Budget15
Appendix15
Executive Summary
Apple Company has changed the electronic products’ world. When
the customers purchasing the Apple products, aside part from the
function of products themselves, what do they care about the most?
It’s “APPLE”, the brand itself.
China, as the biggest market of the world, how could Apple
Company further step in it? This is an integrated marketing
communication plan to develop Apple Company’s brand in China.
While continuing to develop the Apple Company’s brand concept,
our have two main objectives. The one is to establish and
disseminate an advanced life concept Simple, Smart and High
Quality. Besides, because most of software must be paid in the
App Store, if consumers are succeed in breaking prison, they can
install and use the software for free. So another objective is to
pay attention to the utility software copyright in China market,
and strengthen copyright consciousness for Chinese target
customers to let them realize that the software is as good as the
hardware.
Situation Analysis
Company analysis
The company’s sales reach to 307.2 billion in 2011 according to
Robert Cihra’s report. Company’s general objective is being the
leader of electroni
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