MARKETING AND MARKETING STRATEGY

Marketing and Marketing Strategy

Marketing and Marketing Strategy

Apple I-pod shuffle (Advertising promotion campaign)

Apple Inc. is an American multinational corporation that manufactures and develops software's, consumer electronics, and personal computers. The most famous products of the company are Apple Notebooks, I-Pod, I-Phone and IPAD. Apple Software includes Mac OS X operating system, browser ITunes Media, I-Life suite of multimedia and creativity software, office suite software IWORK, Aperture, a professional photography package, Final Cut Studio, a set of professional audio products and film-industry software, and Logic Studio, a set of audio tools.

Target Audience

Apple Inc manufactures and designs one of the world's most high quality and stylish consumer electronics and their products ranges from personal computer to the I-pods. The customers of Apple's products are people from different, diverse backgrounds as the company operates on a multinational level. People who love technology and gadgets are the target audience of the company. The apple I-pod shuffle is a high quality music player which is highly portable and durable which makes it the superior to the other music players and this is the prime reason for its popularity in the masses. (Eastman, 2000)People from upper/middle class, Music enthusiasts, different sports trainers, and different professionals from media and designs are the primary audience of the company.

Media Mix

Following media channels will be used for the advertising promotion of Apple I-pod shuffle.

Television: commercials (film) (television advertising).

Radio: commercials (sound, noise).

Press: press-ads (text and image) include all the ads in news paper and magazines.

Display: billboards, bus shelters.

Film: commercials, product placements.

Phone: telephone sales calls and Mobile commercials (SMS, MMS) will be used for the promotional activities.

Direct marketing: direct mail, to the target audience, sponsorship for the different events specially targeting the target audience.

Campaign evaluation plan

The evaluation of the marketing promotion campaign will start immediately with the start of the campaign and it will last for the next six months in order to effectively and timely evaluate the marketing and promotion campaign. (Eastman, 2000)It will focus on the following variables;

The number of inquiries generated by an advertising promotion campaign.

The increase in the number of sales.

The increase in the brand recognition.

The phase during the internationalization

In the office the question we have chosen a central administration in Berlin with many international employees. Each market has a country manager, responsible for translation, business development, new business development and community support. We have learned that a centrally-based international team ...