1 Introduction
This essay is about an advertising campaign for Apple laptops. The essay will describe the personal background, the laptops’ and Apple’s background in the first section, research on how the paper was prepared will be discussed in section two, target market will be handled in section four, the campaign objectives are highlighted in section four, creative planning is in section five and the advertisements are in section six.
Personal Background
This essay is an advertising campaign for a particular product and brand of choice, and I have choses a laptop as a product and Apple as the brand. With the continuous advancements in information technology and innovations, a laptop is the most appropriate product to devise an advertising campaign for. This is because, with modern technology, people can work from the comfort of their couches using laptops and send and receive information from across the world. The essentiality of Information should never be disregarded in the success of any business transaction, which is why the mode of transmission of the information should be efficient. Working from one’s home also requires that the machines being used to be excellent, convenient and efficient. For this reason and because of the continuous innovation, many laptop manufacturers have come up with brands like Toshiba, hp, Acer, Apple, Samsung, Lenovo, and Dell among others. Customers can, therefore, choose from these brands in the market depending on their needs and financial positions. This essay will discuss the Apple brand which is the best brand across the world due to its uniqueness, affordability, and high-quality features. Despite its popularity and brand recognition, Apple still needs an efficient advertising campaign to counter competition from other brands like hp, Samsung and Sony. These brands are also known to be doing well in innovation, their product quality is good and is relatively cheaper.
Product Background
Apple’s laptop has become an important tool in the modern technological world due to its unique features like portability, connectivity and its ability to retain power for longer durations as compared to the initial personal computers otherwise known as desktops. Due to continuous innovation and changes in technology, laptops have undergone substantial evolution since 1968 when the first laptop known as Dynabook was made to the present day laptops. The first invention of laptops was for children to access digital media (Baron, Roger, and Jack Sissors 40). Over the years, laptop features and functions have evolved from just being used by children to access digital media to being used in all offices, homes, schools, and hospitals.
Apple laptops too have undergone tremendous changes to gain the current brand recognition. The first attempt for Apple to make a portable computer was in 1984, the Macintosh but was not successful (Mrak, Renery & Bundgaard 5). It was not until 1998 that Apple, for the first time, successfully invented iMac that improved their performance in the PC industry. From 1998 up to now, Apple products including their laptops have had a significant market share in the word and are the best performing due to their innovation and unique features. Apple laptops however still face competition from brands like Dell, hp and Microsoft, which are also performing well in terms of innovation and product features, and their products are relatively cheaper compared to Apple's.
Company/brand Background
Steve Wozniak and Steve Jobs in 1976 established Apple Inc. to manufacture personal computers. The company manufactures and markets electronics mainly; computer software, hardware and music players. Apple is believed to have revolutionized the computer industry by introducing the first color graphics when they invented Apple II in 1977 (Mrak, Renery & Bundgaard 4). This invention targeted to home users and small businesses. Apple III was invented in 1980 to target large businesses and companies. There was competition in this market from IBM and Microsoft, who had been pioneers. Despite the success of the 3 previous inventions, competition in the personal computers industry was beginning to increase and Apple was threatened when their Lisa and Macintosh invention failed in 1984. The failure of Macintosh in 1984 was partly due to the fact that Microsoft was using its model operating system to develop software which turned out to be successful for Microsoft and IBM computers, Apple’s major competitors. The second attempt for laptop invention was in 1991 and was referred to as the PowerBook (Mrak, Renery & Bundgaard 6). It was characterized by a small battery, small physical hard drive and a smaller 9-inch screen. In 1997, Apple formed an alliance with Microsoft and released Macintosh. The first Apple laptop referred to as iBook was invented in 1998. Currently, Apple is the leading in the technology industry with the most innovative electronic products including their laptops. However, they still face competition since they laptops target high end customers are relatively expensive for lower income customers who form the majority of market.
2. Research
This paper is designed to give an advertising campaign for Apple laptops. Key information is needed about how the Apple laptops are faring on in the market and how they have performed in the past. It is therefore important to have a credible source so as to get accurate and reliable information to come up with a successful advertising campaign. An extensive research is also needed about the company’s most competitors and their performance. The most credible and reliable source in this case is the internet. The internet has various sources which include the company's website, the company's strategic and annual reports and various researches and articles that have been done on Apple computers. Information about the company's background and the brand can be accessed from Google, and the performance of the company’s brands and its market share can be accessed on the company’s website and its annual reports. It is also important to have information about other brands; their performance and market share before setting up the most suitable and successful advertising campaign. This information will also be researched on the internet on the competitors’ websites and their annual reports.
3. Target Market
Apple Inc. is known to lead the technology industry globally due to its nature of innovations and constant improvements in technology. Their products are of high quality and possess unique features compared to competitors like Dell, hp and Samsung. Despite the brand recognition and quality products, Apple still has a small market share compared to the competitors (Mrak, Renery & Bundgaard 4). This is because first, Apple mostly targets high end customers and their products are relatively expensive compared to competitors. This advertising campaign is designed to target the emerging markets globally like China, India and Brazil. In these markets, majority of the potential customers are low income earners and therefore cannot afford Apple laptops. Second, Apple distribution network is also limited which has contributed to its constricted market and therefore customers in these markets either lack information about Apple laptops or information about where to get them. This advertising campaign will therefore target such markets. Thirdly, manufacture of Apple products imitation in these markets like China, has contributed to a larger extend to the constricted market share of Apple authentic products. Therefore, this advertising campaign will specifically target the China, India and Brazil markets where there is great potential.
4. Campaign Objectives
As discussed above, Apple Inc. still has a small market share globally despite its brand recognition and most quality products. This has been caused by such factors as; premium pricing, limited distribution channels and manufacture of imitation products by upcoming companies. This advertising campaign is therefore designed to first; increase the Apple laptop brand awareness in the target market by 50% in 6 months’ time. This will be achieved through intensive advertisement on the chosen media, participation in major events in the target markets through sponsorship of such events and through corporate social responsibility programs. Secondly, the advertisement campaign is aimed at increasing market share in these target market by 10% in 12 months’ time. This will be achieved through opening up of distribution networks in the target market countries. Thirdly, the campaign aims at penetrating in at least two countries from the emerging economies where Apple laptops are not yet selling in 12 months’ time. This will be made possible by first; opening up Apple stores and distribution networks in those countries and second, through intensive advertisement using the most appropriate media.
5. Creative planning
5.1 Competitor Analysis
Technological advancements and innovations have led to many laptop manufacturers joining this market and therefore Apple Inc. has to devise ways of countering the competition despite its leading role in the technology industry. The major competitors in this market are; Hp, Samsung, Acer and Asus with Hp taking the lead in terms of market share. The competitors have fairly done well in terms of innovation and technology just like Apple Inc. and their laptops are characterized by unique features and good quality. Despite that, the competitors’ laptops are fairly priced compared to Apple laptops, except for hp whose price is higher than Apple laptops. Brands like Dell and Hp have performed excellently in the Chinese market due to the marketing strategy and distribution channels adopted. Dell for example adopted the direct sales approach to diversify its distribution channels. Apple on the other hand has limited distribution channels in these target markets. The competitors’ laptops mostly use the windows operating system which is different from Apple’s operating system and quite complex for customers who are used to windows operating system. Unlike competitors, a lot of software is incompatible with Apple’s Maces thus making it difficult for customers to switch to Apple laptops.
5.2 Media strategy
Media strategy refers to choice of suitable media mix to achieve set objectives of an advertising campaign. In this essay, we will use Television and print media (Billboards) for our advertising campaign.
5.2.1 Television Advertisement
One of the main objectives of this advertising campaign is to increase awareness of Apple laptops in the target markets by 50% in 6 months’ time. Television is the most appropriate media for creating awareness among customers. This is because, one; most average households in the target market own a television set and therefore coverage of target audience is wide. Second, Television comes with images and therefore the audience can see from the images the physical features of the Apple laptop (Pérez-Gladish et al. 85). Thirdly, there is specific time when all households are clued to their television sets, for example during national news broadcast hour. If the advert was run during commercial breaks of the news hour, in the target market, many people will get to know about Apple laptops at the same time.
5.2.2 Print Advertisement
Print media specifically billboards is most appropriate to a section of target market who do not like or have no time for reading or watching television at home. It is also appropriate because of visual images that can be displayed on the billboards. These billboards can be placed in strategic points in major towns of the target countries. This is because; there are so many activities during the day in major towns of any given country and target customers for lap tops are mostly urban dwellers. With billboards strategically located, like at roundabouts of major roads in town or at the central business of towns, many people can learn about Apple laptops and their physical features from the images displayed on the billboards.
5.3 Social media campaign/strategy
Modern advancement in the information and technology industry has made it easier to access the internet using one’s phone (Baron, Roger, and Jack Sissors 10). This makes social media a useful campaign strategy since majority of people are on social media and information on social media travels really fast.
5.3.1 Facebook
Facebook is the leading social media in terms of the number of people using it. It is believed that at least 250 million people across the world are on Facebook. The target market for laptops is majorly the age groups of 18-45 years who need the laptops for school assignments, for work or simply entertainment. These same people are among the 250 million active Facebook users Ronald Lane et al. 40). Facebook is therefore the most effective media strategy to reach people this target market. Facebook is most suitable for creating awareness.
5.3.2 Twitter
Twitter is suitable because first; it is fast and real time and a company can keep a conversation going between the company and the potential customers. The company can clarify any questions and clear doubts that the potential customers may have about the products and also clear any rumor that may be going around in regards to the company product. The responses that the company gives can spread around instantly and reach a multitude of potential and existing customers (Pérez-Gladish et al. 86). This is the most suitable platform for protecting a company’s brand from negative criticism. Information on twitter will increase awareness of the product among customers and regain lost loyalty.
5.3.3 YouTube
It is believed that more than 100 million videos are uploaded on YouTube. This social media is most suitable especially when the company intends to practically illustrate how the Apple laptop, in our case, works. The company can up load a video with illustrations on how to use the laptop and display the laptops' physical features to potential customers. This will increase awareness among existing and potential customers, of Apple laptops.
5.4 Sales Promotion Strategy
Sales promotion is among the five aspects of promotion mix that includes communication activities that try to add value and incentives to target customers to increase sales volume. This method, which can be in form of discounts or reduced prices, is suitable in markets that the company is venturing for the fast time (Pérez-Gladish et al. 87). In our case, this strategy will be applicable when Apple introduces its laptops in the two target countries. Apple can also use this method to counter competition in the Chinese and Indian market by Hp and Dell.
5.4.1 Public/Customer Relations
It is important for Apple Inc. to create and maintain a positive public image to achieve the advertising campaign objectives. A positive image will help the company to build good relations with the existing and potential customers, the public and employees. Apple Inc. should set up customer support centers in the target countries which are accessible by customers, where customers’ needs should be met by empowered staff, efficiently and effectively. The customers should feel appreciated and treated equally regardless of class and financial status. Apple Inc. should also operate within set regulations in the target countries.
5.4.2 Trade Shows
Trade shows can be an effective promotion strategy in creating awareness among target customers. Apple Inc. can come up with trade shows in the target market by organizing events and inviting famous personalities in those target countries like musicians or comedians, to participate and facilitate the events. Apple Inc. can then drive around towns in the target market in huge promotional trucks, playing music and creating awareness of the Apple Inc. laptops. This will reach a wide range of audience and potential customers.
5.4.3 Sponsorships
Sponsorship of major events mostly aimed at charity cases or a good course, for instance, a Heart-run where the funds raised through the sale of t-shirts and caps goes towards sponsoring heart surgery for needy children, in the target market, can help create awareness of the Apple laptop brand. If the event is a form of fundraiser for instance, Apple can sponsor the event by buying trophies to award winners or can contribute hard cash.
5.4.4 Use of incentives to create customer value
Apple Inc. is already ahead in terms of customer loyalty and now it needs to work on an appropriate incentive strategy to retain existing customers and acquire new ones. The incentives should not be in terms of discount, even though Apple’s laptops are highly priced, because will be perceived as reduced quality of the products. The incentives should instead be complimentary to the laptops, for instance a laptop case or an additional charger.
5.5 Celebrity advertising strategy
In celebrity advertising, a company uses a famous person for example an actor, a footballer, an athlete, a former politician or a musician. The person does not have to be famous internationally, for as long as the target audience is familiar with the personality. Celebrities are believed to be good salespeople and once they endorse a product, the product is perceived as credible by customers. Apple Inc. should therefore research about the most loved celebrities in the target countries, use the right media, in this case, television and print media, and place them in the right advert, to achieve the campaign objective of creating awareness and increasing market share.
5.6 Budget/Cost Estimates
Budget estimates highlights the expected costs that will be incurred during the advertising campaign. The table below shows the budget estimates.
Source: Author
5.7 Evaluation
Apple Inc. will evaluate the performance of the advertisement campaign at the end of the campaign period by comparing the campaign objectives to the results.
6. Advertisements
Apple laptop Television Advert
Figure 1: TV Advert
Source: "Apple Tv Adverts - Google Search"
Figure 2: TV Advert
Source: "Apple Tv Adverts - Google Search"
Apple Inc. Billboard Advertisement
Figure 3: Billboard Advert
Source: "Apple Billboard Campaign - Google Search"
Figure 4: Billboard Advert
Source: "Apple Billboard Campaign - Google Search"
6 Conclusion
This paper outlines an advertising campaign for Apple laptops in the Asian market specifically, China, India, and Brazil. There is no doubt that Apple Inc. is the leading brand in the information and technology industry, but it still is not the leader regarding market share. Apple's close competitors are highlighted in this essay to formulate a successful advertisement campaign with the objectives of increasing market share, brand awareness and penetrating new markets. A list of advertising and promotional strategies has been highlighted for Apple Inc. to adopt. A budget estimate is also included in this essay for the company to know how much it will cost for the advertising campaign period. After the advertising campaign, the company can evaluate the performance by comparing campaign objectives to results.
Works Cited
"Apple Billboard Campaign - Google Search". Google.com. N.p., 2016. Web. 14 Apr. 2016.
"Apple Tv Adverts - Google Search". Google.com. N.p., 2016. Web. 14 Apr. 2016.
Baron, Roger, and Jack Sissors. Advertising media planning. McGraw Hill Professional, 2010.
Pérez-Gladish, B., et al. "Planning a TV advertising campaign: a crisp multiobjective programming model from fuzzy basic data." Omega 38.1 (2010): 84-94.
Ronald Lane, Karen Whitehill King, and Tom Reichert. Kleppner's Advertising Procedure, Eighteenth Edition. Prentice Hall.2011. Print
