Marketing Plan

Apple iPhone 5 - The Official Launch Campaign

Marketing Plan

Executive Summary

Apple Inc. is one of the most reputable and consistent brands in the world. The brand has a prestige to be known among the most innovative brands. Steve Jobs (late) the founder of Apple has been an inspiration for the people all over the globe. The brand on regular intervals have launched products with diversified portfolio. This marketing plan is aimed for the launching campaign of the new smartphone by Apple which is iPhone 5. An extension to the previous versions of iPhones with better features and expanded target market all over the globe. The brand is focusing on some different marketing campaigns in this launch. The report discusses a market analysis of the potential customers, demographic factors, market trends, competitors, strengths and reviews on the previous campaigns. The later part of the plan include all the marketing tools and methodologies that will be a part of this launching campaign. The brand is aimed to introduce a new creative strategy for the launch of iPhone 5.

Potential Customers

Apple iPhone 5 is a smart cellular device with a capability to cater a broad domain of users. The usage of smart phone will not be limited to a certain class or category. The marketing plan will cater various customer segments.

Category of Customers

Professionals

Students

Corporate Users

Entrepreneurs

Medical Users

Demographics

The demographics that will be a focus of the marketing plan will be mainly the people aged from 18-40. A potential demographic section of the company is the youth segment, covering the young entrepreneurs, students, and other young professionals (Pontiskoski and Asakawa, 2009).

Customer Reasons for Purchasing

Apple has always been a high priority brand for the consumers, especially in North America. The marketing plan is aimed cater a target market of potential customers. The customers have their reason for purchasing a specific product. There are different reasons for purchasing Apple iPhone 5 among different customer profiles (Emilio, et. al, 2011).

The professionals will purchase Apple iPhone 5 to stay in touch with their professions, especially in the remote state, and they will also use it to record information while on the go. Professionals today are highly connected with the social media and other communication mediums. iPhone 5 will support them for instant messaging, emails, and for using various applications (Anonymous, 2008). The main reason of purchase among the youth or students is style and attraction. They can also utilize the smart phone in order to deal with a variety of functions by just carrying a single gadget. Among the youth sector, Apple has also served as a fashion symbol, and previously the success of all products has been reflected from this category (McCormick, 2007). The corporate userscan benefit from iPhone 5 by getting access to critical data, even in the remote state. This customer segment is the highest professional applications related category. The entrepreneurs also have a valid reason for purchasing iPhone 5, as similarly to the professionals they can also utilize the product for proper scheduling and ...