Analysis Of Apple's Marketing Strategy

3020 Words 13 Pages
Register to read the introduction… However, their marketing on innovation and design of the iPad also catches the attention of new potential consumers. To many the technology was not totally new, but the concept was and Apple focussed on that. Previous products from Apple put their brand in the limelight and made any new product launch a much anticipated one. amount of reputation, awareness and prominence in the marketplace before it was even launched. So how is Apple’s Integrated Marketing Communications organised to communicate the iPad’s positioning strategy? Firstly, we should look at the brand positioning and how the iPad fits in.
Brand
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The Apple brand is an incredibly strong brand hence ‘Promotion’ is mentioned first. Apple, surprisingly, do not spend as much on advertising as one would think. Media such as television and magazines are their main choice but what Apple did and did best were product launch press releases. As mentioned before, keynote presentations were what Apples’ former CEO was extraordinary at. And people who mattered most to promote and place the new product in the media through public relations press releases, were present at these presentations. Secrecy of a product generated interest and added to that the Apple brand which created hype, resulted in enthusiastic anticipation of the iPad launch. Commercials were simplistic but visually pleasing and this enhanced the beauty and simplicity of the design and features of the iPad, exactly what Steve Jobs himself loved about Apple products. This is also mirrored in their shop designs featuring simple but sophisticated look just displaying the Apple products promoting their features. More recently, the iPad has been placed in most good computer electronic stores around the world and of course Apples’ own e-commerce website. It is now as easy to purchase the iPad as it is to buy shoes. The iPad, like other Apple products, is designed and manufactured to the highest standards as always maintained by the former CEO Steve Jobs. The Product is probably Apples’ most important ‘P’ in the communication mix as they believe they have the most a product can offer. "Apple is committed to bringing the best personal computing experience to students, educators, creative professionals and consumers around the world through its innovative hardware, software and Internet offerings." (Apple, 2004). The products and the brand will push the other ‘Ps’ of the mix for Apple. Price was not as important

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