Table of Contents Introduction 1 Apple’s Integrated Marketing Communications Programme for iPad. 2 Brand Positioning 2 Target Audience 3 Target market and segments 4 Evaluation of the products’ Integrated Marketing Communications plan: 4 Conclusion 7 Recommendations 7 Bibliography 8
This report will discuss Apple’s Integrated Marketing Communications (IMC) Programme for their iPad product and how this is coordinated to communicate the iPad’s product positioning strategy. Apple’s iPad is a tablet computer adding a new genre to their mobile devices. The report will discuss the brand positioning and any recommendations for future IMC planning.
…show more content…
A brand can increase the product's perceived value and therefore brand management and the marketing techniques used are seen as vital to increase brand equity and the positioning of their products. Marketers see a brand as an implied promise of the level of quality consumers have come to expect from the brands’ products and that future products will meet those expectations. Apple is seen as an ‘iconic brand that delivers revolutionary, beautifully designed and incredibly profitable products.’ (Daye, 2012). The ‘Apple’ brand is in fact Number 1 in brand value according to Forbes, saying it is worth $87.1 billion, up 52% from two years ago (Forbes, 2012). The master of the Apple brand was Steve Jobs who was an excellent brand marketer and core to what Apple is today. He saw the future for Apple which was going beyond computers, therefore his first step was to remove the word ‘Computer’ from their logo.
Doing this allowed the company to diversify and expand into the world of mobile devices and more.
Doing this allowed the company to diversify and expand into the world of mobile devices and more. Just as the products are very important for competitiveness, the brand is too, and the Apple brand certainly has succeeded in building up a very valuable good: an instantly recognizable and universally respected brand. This makes it easier to promote