Marketing Communication Analysis on Apple (Emphasis on Ipod and Iphone)

Marketing Communication Analysis On apple pee-pee Bokeny Kornel In this report I go away analyse the market communication activities of the multinational corporation orchard apple tree, with massive emphasis on the true top-selling products at that placefore the iPhone, and the iPods. I leave behind deal with the iPod and the iPhone, since the marketing communication used to put forward these products is the or so nonable. The report get out include several images, so that the ref gage experience the products design and the corresponding adverts for each product.Comp each overview Since the origination of the macintosh in 1984 with the 1984 Super Bowl commercial to the to a greater extent unexampled Get a Mac advertisements, orchard apple tree has been recognized in the past for its efforts towards utile advertise and marketing for its products, though its advertising has been criticized for the claims of most(a) more youthful adjures, namely 2005 Power Mac a dvertisements, and iPhone ads in Britain. orchard apple tree is an IT familiarity founded in 1975 by Steve Jobs (the current leader), Steve Wozniak and Ronald Wayne.The comp whatevers currently outflank- existn hardware products include Macintosh computers, the iPod, the iPhone and the cutting(a) iPad. In its early years, orchard apple tree only manu concomitantured computers, only when for the sake of greater success, it further expanded to the consumer electronics market. It was level off called apple Computer, Inc. for xxx years, that the word Computer on January 9, 2007, to show that the companys main products are not computers anymore. Now in 2010, orchard apple tree is considered to be one of the hugest technological corporations in the world by revenue. apple sporadically holds a so-called orchard apple tree event where information closely saucily and future products is revealed by orchard apple trees superiors. The events soldiers is usually Steve Jobs. Apples computers see their own operating clay called the MAC OS, which is fabled for its performance and ease of operation. The iPod is praised for being small however powerful, because of its impressive storage electrical capacity. The iPhone is the present top-selling product, which is a flip promise have with a take-away media guile. It is considered to be an epoch-making technical product by many tech-fans.The latest product which is the iPad, is a sweet-fangled type of device, remarkable on the market. It is a tablet PC, which meant to be roughwhere in-between PDA-s and notebooks. The logotypetype The first Apple logo which designed by Steve Jobs depicts Sir Isaac Newton school term under an apple tree. black market cat throw awayframe take a leakframe This early logo was almost immediately replaced by the intumescespring known rainbow apple (2nd picture) because of marketing communication issues. Jobs insisted the logo to be in colour to humanize the company.The reason for the bright colours was to transmit incontrovertibleness to the customers and to represent the fact that the monitor is capable of reproducing images in colour. The Apple logo was designed with a bite so that it would be recognized as an apple rather than a cherry. In 1998, with the series of the new iMac, Apple discontinued the rainbow theme and began to use monochromatic themes, almost identical in shape to its previous rainbow logo. The iPod Apples former flagship product the iPod had a unique marketing campaign.The iPod was a mere mp3 player but by dint of the outstanding marketing communication it became a must-have for portable medicine device fans. The advertisements showed black silhouettes of dancing tidy sum with an iPod in their give, which stood out because of its white colour. The vivid background emphasised the figures even more drawframe drawframe When the concept of the iPod and its advertisement was first introduced to the heads of Apple, it was lau ghed at. Later, when the product was released and the advertisement campaign was launched, it turn out to be the biggest success in the history of Apple.Of lean some people did not see the advertisements or did not react to it in buying the product, but there were different sources of advertisement in Apples mind. The iPod began to turn up in music videos, in the hands of famous stars. The increase of demand was immediately palpable after the atomic issuing 61 of 50 cents music video of the song P. I. M. P. The singer here stooge be seen listening to a white iPod with white head hollers. Although the Apple logo is not visible in the clip, the screen of the device is showed for a mates of seconds, displaying on the top the word iPod.In a few years, Apple has reached considerably big brand perception, so whenever someone sees the small i at the beginning of the products name, he or she will immediately know that it is an Apple product. Apple is known for using a lot of slogans the most of these were concerning the iPod. The first manikins slogan was 1,000 songs in your dismissal (2001). At that time, the iPod had the largest storage capacity on its market. This evolved further, but Apple returned to this slogan because these large numbers unendingly catch potential customers eyes. afterwards some years 10,000 songs in your pocket (2004) and in the present Your Top 40,000 (2010). Apple also used some creative, seriocomic slogans such as *Do not eat iPod shamble (2005) This Easter egg slogan was attached as a footer to claim that the iPod immix was about the size of a pack of gum. After a lot of complaints about the lack of colour variety, Apple introduced the iPod shuffle in more colours, and a new slogan Put some color on (2006). drawframe The iPods long suitsThe iPod made a huge impact on the market, not only influencing other portable music devices, but the favourable brand perception had also increase sales of Macintosh computers. The iPod gives the company access to a whole new series of segments that buy into other parts of the Apple brand. The iPod has created a large group of aficionados who will stick to Apple products in the future this will mean a stable minimum number of buyers to Apples future products even if these products are not that booming. Analysts say that the sound timber produced by the iPod is perfect as well.The music files can also be downloaded from iTunes, Apples online music store. The downloadable music has created a steady precipitate of capital for Apple. The iPods weaknesses It was reported that the Apple iPod Nano may have a amiss(p) screen. The company has commented that some of its product has screens that break under impact, and the company is replacing all defective items. This is in addition to problems with early iPods that had faulty batteries, whereby the company offered customers free battery cases. The main complaint was that battery intent is insufficient.There is pressure on A pple to increase the price of its music download file, from the music industry itself. legion(predicate) of these companies make more bills from iTunes (i. e. downloadable music files) than from their original CD sales. Apple has sold about 22 million iPod digital music players and more than 500 million songs though its iTunes music store. It accounts for 82% (and rising) of all legally downloaded music in the united States. The company is determined, but if it gives in to the music producers, it may be perceive as a commercial weakness. drawframeThe iPods opportunities The iPod had great opportunities to expand on the market, but consumers now demand more Byzantine products, such as a carrel phone combined with the iPod. Since Apples IT experts are of the bests, the iPod has a great chance of evolving into a smart phone (which happened 2007, when the iPhone was released, but this will be discussed afterwards). Since music phones are worthy more and more fashionable, the i Pod must adapt to the changing market. According to Steve Jobs the iPod will become smaller and smaller with time. The iPods threatsAs mentioned above, the market of restless phones and portable music players is merging into one huge market of multi-purpose media devices. If the iPod does not adapt to the situation, it will surely be forgotten, since the demand for music players without any other special capabilities is falling. The huge number of competitors may also oppose the iPods success, as other IT companies have innovative ideas as well. The iPhone find the success of the iPod, Apple decided to move on. Marketing communication ceased for a period of time, but there were rumours about a new, groundbreaking product.This of course caused a big hype among Apple fans and potential Apple fans as well. In my credence the information was leaked out on purpose by Apple, to get the attention of the customers. IT turned out, that this new product is a cell phone. Later, the iPhone was officially introduced on one of the Apple events, and the devices features were reviewed. Introducing the iPhone. Apple reinvents the phone, and The internet in your pocket were the first slogans for the iPhone, which drew even more customers to Apple. On the date when the iPhone was finally released to the public, one kilometre tenacious queues could be seen at Apple stores.The launch was a success, but later some information was revealed about the conditions of using the iPhone. The iPhone was exclusively available on one provider only AT, and there was a monthly recompense to use it. When Steve Jobs was asked about this, he only replied that this is the price which was a real bad step in terms of marketing communication. Many people decided not to buy the product after hearing about the conditions of its usage. In response to this, Apple launched a massive marketing campaign, advertising all over the big cities. drawframe drawframeDue to the the iPhones limited availabili ty, hackers and software developers began to work with illegally unguaranteed devices. After half a year, Apple launched the Appstore in response, to decrease iPhone piracy. The Appstore gave the fortune to programmers to write their own applications legally for the iPhone, and to publish it in the Appstore, where it will be available for download for a price of course. A new marketing campaign was launched with the slogan Theres an app for that. With this, Apple tried to hold customers that the iPhone can indeed do anything.In the television ads, questions were listed like do you want to shop online? , do you want to watch television? and do you want to use messenger? etc. and the answer to all questions was theres an app for that. This was a very convincing advertisement in my opinion this device was like a small computer according to the ads. With the successful marketing communication and the Appstore, sales of the iPhone, began to rise again. Alongside with the Appstore, a new iPhone model was launched, the 3G, which now even had 3G erratic internet alongside Wi-Fi.With time, the Appstore proved to be a huge success in nine months, the number of downloads has exceeded 1 billion. drawframe As new applications needed more and more power, the two iPhone models seemed to be incapable of handling certain games and software. Customers, peculiarly software developers complained about the lack of a graphical accelerator, and low mainframe computer speed. Apple decided to launch a new, third device the iPhone 3GS. Many people wondered what the S could mean in the devices name, and it was later stated that it stands for super.The device finally included a graphical chip, and a faster processor. The new iPhone deserved a new slogan, and Apple came up with this Meet the fastest, most powerful iPhone yet and The first phone to beat the iPhone. The purpose of this slogan in advertisements was to ensure software developers and technically-conscious users that t his model is indeed faster and stronger than its predecessors. I personally was not satisfied with the advertisement I rather wanted a comparison between the new and the older models.When AT made a new contract with Apple, they have decided to cut down prices. Apple began to promote this by a new slogan Twice as fast, for half the price. It seems that Apples marketing team is particularly talented in creating slogans. work shift slogan is always a hard decision in a company, since it might put brand recognition back a bit, but with Apples huge brand recognition it is feasible. I personally find these slogans pretty informative, and I especially appreciate those ones that are humorous to some extent. drawframe The iPhones strengthsThe iPhone has several features that add to the strength of the product. These include its unique look and feel accompanied by a mobile operating clay. It has phone sensors that work with the multi-touch screen, which is a new secure technology. The iP hone has a really flexible operating system (I even axiom a video where someone could run windows 98 on the phone). These new features are presented to a large and loyal user base that Apple has gained over the years. Additionally, marketing was given support from all over the internet, parsimony the company a huge amount in advertising fees.Finally, the fact that the iPhone is first device in this area of computer phones is one of its great strengths. The iPhones weaknesses Like every new product, there are is a set of weaknesses. The first iPhone is not a 3G device and will not work in technologically advanced countries such as japan and Korea. All of their phones are 3G compliant. Several of the iPhone features are also not particularly impressive. These include the fact that it has a subpar camera, standing at about 2 megapixels as well as its memory not being removable.The phone is priced currently around 500 to 600 dollars and most consumers are happy with their current mob ile device essentially, this phone is aiming at the high end consumers. Apples choice of distribution channel has also been because only Cingular and Apple stores are allowed to sell iPhones. Finally, its purpose is to be questioned does the phone fulfil corporeal duties or is it just an entertainment system? drawframe The iPhones Opportunities There is parte a demand for a better mobile computing experience.The iPhone tries to combine both powerful computing as well as entertainment into one system. People have also famed that the Mac OS applications for desktop can be easily neutered for the iPhone. The emergence of Wi-Fi networks is pushing for there to be visitor fees instead of having a provider lock in users. It is very likely for the device fees and pay-per-view system to take flight, eliminating the month to month subscription fee. drawframe The iPhones threats The absolute majority of threats come from other companies including Nokia, Sony, and Google with their respec tive products.Smart phones are one popular example that stands to compete against the iPhone. The largest competitor according to most users is Googles Android. It has alike(p) features as the iPhone, but availability is much higher and the phone itself is cheaper. The other big threats are the hackers. Apple suffers great losses because of jailbroken devices (When an iPhone is jailbroken, the user can get any application from the Appstore for free and can run any third party applications). Conclusion In conclusion, Apple offers some very high quality technical products, though at a comparatively high price.The companys marketing communication is working quit well, Apple advertises on all important media intermediaries, including television, the Internet, and on streets as well. At this rate they would have immense promotion costs, but they can disgrace it by putting emphasis on Internet-advertisements via websites. drawframe drawframe They try to maintain a positive, humanlike im age, which ensures customers about the starchys good intentions. Over the years, they had many slogans, but their brand recognition has only changed in a positive way it increased.Apple was at once better known for its notebooks, but after the successes of both the iPod and the iPhone, people call Apple as the company which produces the best mp3 players and one of the smartest phones on the market. Its music store iTunes, is nowadays the prime way of distributing music legally in the world. Through the successful marketing communication and the creative advertisements, Apple will most likely gain more market share in the segment of smart phones and maintain its leading position as the best portable music device producer. Bibliography www. wikipedia. org www. apple. com www. szifon. com www. appleinsider. com