Blackberry Marketing Communication Campaign

Authors Avatar


1.0 EXECUTIVE SUMMARY          Page 3

2.0 INTRODUCTION                 Page 3

                   2.1 COMPANY PROFILE                 Page 3

3.0 SITUACION ANALYSIS                                                                          Page 4

           3.1 MACROECONOMIC ENVIRONMENT        Page 4

                  3.1.1 POLITICAL/LEGAL FACTORS                                            Page 4

                  3.1.2 ECONOMIC FACTORS                Page 4

                  3.1.3 SOCIAL FACTORS                                                                 Page 5

                         3.1.4 TECHNOLOGICAL FACTORS                                              Page 7

                         3.1.5 DEMOGRAPHY                                                                      Page 7

                         3.1.6 ENVIRONMENTAL/NATURAL FACTORS                        Page 7


                3.2 MICROECONOMIC ENVIRONMENT                                             Page 8


                         3.2.1 COMPETITORS                                                                      Page 8

                         3.2.2 PUBLICS                                                                                 Page 9

                        3.2.3 CUSTOMERS                                                                           Page 9

                        3.2.4 SUPPLIERS                                                                               Page 10

                        3.2.5 INTERMEDIARIES                                                                  Page 10

                3.3 SWOT                                                                                                   Page 10


                        3.1.1 STRENGHTS                                                                          Page 10

                        3.1.2 WEAKNESSES                                                                         Page 11

                        3.1.3 OPPORTUNITIES                                                                    Page 11

                        3.1.4 THREATS                                                                                  Page 12

4.0 PRODUCT                                                                                                          Page 13

5.0 TARGET AUDIENCE                                                                                       Page 13

6.0 POSITIONING                                                                                                    Page13

7.0 OBJECTIVES                                                                                                      Page 14

                      7.1 MARKETING OBJECTIVES                                                         Page 14

                      7.2 MARKETING COMMUNICATIONS OBJECTIVES                   Page 14

8.0 STRATEGY                                                                                                         Page 14

9.0 TACTICS                                                                                                              Page 15

                      9.1 ADVERTISING                                                                               Page 15

                      9.2 PR & PUBLICITY                                                                           Page 16

                      9.3DIRECT MARKETING                                                                    Page 16

                      9.4 EXHIBITIONS                                                                                  Page 16

                      9.5 SALES PROMOTIONS                                                                   Page 16

                      9.6 SELLING AND SALES MANAGEMENT                                     Page 16

                      9.7 INTERNET                                                                                       Page 16

                      9.8 SPONSORSHIP                                                                                Page 18

                      9.9 PACKAGING                                                                                   Page 18

10.0 ACTIONS        Page 18

             10.1 PR& PUBLICITY        Page 18

                   10.1.1 PRESS RELEASE        Page 18

                   10.1.2 ADVERTORIALS        Page 19

                   10.1.3 TV SHOWS        Page 19


             10.2 ADVERTISING        Page 19

                    10.2.1 TV        Page 19

                    10.2.2 PRESS        Page 20

                    10.2.3 POSTERS        Page 22

             10.3 EXHIBITIONS        Page 23

             10.4 SALES PROMOTIONS        Page 24

             10.5 SELLING AND SALES MANAGEMENT        Page 25

             10.6 DIRECT MARKETING        Page 26

             10.7 INTERNET         Page 26

             10.8 PACKAGING        Page 27

             10.9 SPONSORSHIP        Page 27

11.0 CONTROL        Page 28

              11.1 PR& PUBLICITY        Page 28

              11.2 ADVERTISING        Page 28

              11.3 DIRECT MARKETING        Page 29

              11.4 INTERNET        Page 29

              11.5 SELLING AND SALES MANAGEMENT        Page 29

              11.6 SALES PROMOTIONS        Page 29

              11.7 EXHIBITIONS        Page 30

              11.8 PACKAGING        Page 30

12.0 MEN/WOMAN        Page 31

             12.1 PR& PUBLICITY        Page 31

             12.2 ADVERTISING        Page 31

             12.3 EXHIBITIONS        Page 31

             12.4 DIRECT MARKETING        Page 31

             12.5 INTERNET        Page 31

             12.6 SELLING AND SALES MANAGEMENT        Page 32

             12.7 SPONSORSHIP        Page 32

13.0 MINUTES        Page 33


14.0 MONEY         Page 35

15.0 REFERENCES        Page 37

16. 0 APPENDIX        Page 40

  1. Executive Summary

Apple has decided to expand its product portfolio and wishes to take the opportunity to use its extensive knowledge in personal computing and portable audio equipment and create a whole new dimension to the Apple company. Here at Apple Inc. we have decided to develop a High Fidelity home audio entertainment system and use the UK as a launching ground with the view to expand into Europe in the near future. We also recognize the potential to have another worldwide must-have such as the iPOD. There is a strong and dedicated following of this type of product within the UK, and also the UK has proven to be the best start when entering the European market.

Having built a strong reputation with the Mac and iPOD, Apple will be using this combined with a dedicated and well-targeted Marketing Communications Campaign to build a stronger brand credibility and identity. From our situation analysis, we have identified a gap in the market for an innovative and trendy product which is able to serve as a real entertainment feature in the home (or other location). With most manufacturers creating designs that are aimed more at the male audience, we aim to introduce a  more unisex design, appealing to both sexes, in the same way as our other products are.

This report covers the Communication Campaign from start to finish, beginning with an in depth situation analysis, the setting of objectives, statement of strategy, tactics, action plan and issues of control. It will also cover human resource management, people involved (Men/Women), time (Minutes) and costing (Money).

  1. Introduction

2.1 Company Profile

Apple Inc. designs, manufactures, and sells personal computers, portable digital music players, and mobile communication devices, as well as related software, services, peripherals, and networking solutions worldwide.

In addition, it provides music products and services comprising iPOD, portable digital music players and related accessories; online music services, third-party music, audio books, music videos, short films, television shows, movies, podcasts, and iPOD games through its iTunes stores; and portable and desktop speaker systems, headphones, car radio solutions, voice recorders, cables and docks, power supplies and chargers, and carrying cases and armbands.

As of November 14, 2008, the company had 250 retail stores. Apple Inc. was founded in 1976. It was formerly known as Apple Computer Inc. and changed its name to Apple Inc. in January 2007. The company is headquartered in Cupertino, California.

Fiscal Year – Fiscal year ends 27- Sep

                     Most recent quarter 27–Sep 08

Income Statement- Revenue (ttm) £32.48bn

                               Quarterly revenue growth (yoy) 27.00%

                               Gross profit (ttm) £8.15bn

                               Quarterly earnings growth  (yoy) 25.70%

There are only a limited number of companies in the computing industry that have the potential to develop and deliver this product in a profitable market. Apple is finding it difficult to compete with Microsoft in the PC computer market, especially in the UK. However, Apple is a strong and well-established brand that is particularly recognised for its aesthetic appeal, in terms of its use of colour and unique product design. It is for this reason that Apple has the image and product identity that would link it directly to the demands of creating a state-of-the-art hi-fi system.

3.0 Situation Analysis

3.1 Macroeconomic Environment

3.1.1 Political/Legal factors

Apple is a multinational company and this means that we must abide by the laws of each country that they operate in. For example, in Europe, there are several European directives that we must follow.

Considering and respecting laws when launching a new marketing campaign is necessary as regulating bodies can interfere in our campaign and as a result we can lose the respective campaign, money and time. It includes the Advertising Standards Authority, Statutory Duties and Regulatory Principles and for protection of our product the copyright registration service.

There are a range of laws reflecting environmental concerns and CSR which all firms must now take into consideration. Particularly laws regarding recycling of materials at the end of the products life and the recycling of packaging.

The European Directive on the Restriction Equipment, also known as the RoHS directive, applies to manufacturers of electronic products. This directive restricts businesses from using, for example, lead, mercury, cadmium, hexavalent chromium, PBB and PBDE flame retardants. Apple has been proactive in meeting these restrictions long before the deadline. This shows effective business planning.

3.1.2 Economic Factors

Economic stability is a major factor and one which will affect our company’s success. The economic climate, of which we are in now, is one of recession. In a recession, people generally have less disposable income to spend on things like audio equipment. They may also be less extravagant in their choices. However, a recession might disproportionately affect different organisations, expensive luxury items might decline but there may be an increase in mid-market and cheaper generic brand items.

Recently discretionary household spending power has been squeezed particularly hard by the recent rapid rise in the costs of nondiscretionary items such as utilities, food,

rental payments and debt servicing. In our current situation of increased inflation we understand that spending patterns change and more thought goes into buying these kind of items.

Retail sales volume growth, according to official data from the ONS, improved slightly over the three months to May to1.8%, after recording growth of 1.5% in the three months to April and this data suggest retail sales growth has remained reasonably strong in the opening months of 2008, despite a clear downwards trend in consumer confidence. It has been predicted by analysts that this may decrease in the last quarter of the year and into 2009.

The rise in annual CPI inflation in recent months largely reflects upward pressures caused by rising global commodity prices and (to a lesser degree) the relative weakness of sterling.

Unemployment also plays a huge factor when it comes to assessing the economic situation. This year unemployment reached an 11 year high in the UK. The London Paper reported the leap has fuelled fears that the national jobless total will hit 2million by this Christmas and move towards 3million next year. Official figures from the ONS show that 1.82million people were out of work across the UK and the national average of unemployment is now 5.8 percent, it is evident that there is a pressure on jobs as a result of the global credit crisis. The Bank of England has also forecasted that the economy will shrink by 2 percent next year. With unemployment growing in this manner we realise the pressure to create a great product able to withstand the flatulent economic condition.

As a result of this economic downturn interest rates have been slashed in an attempt to give relief to struggling homeowners and revive the economy. Last month saw a 0.5% cut and this month (November 2008) a shocking 1.5% was slashed off the base rate. This has been the highest since 1981.

But there is hope, as Mintel forecasts that in the UK, the audio equipment market will grow by an estimated 8% to reach a value of £2.2 billion at current prices over the period 2007-12. In real terms, with massive price deflation for electronics taken into consideration, this equates to 100% rate of growth until 2012.

The state of the economy can have a large bearing on Apple and the consumers of their products. However, the state of the economy is a factor that also affects rival businesses and, therefore, in an economic downturn it is the business that deals with the negative conditions most appropriately that is most likely to survive.

3.1.3 Social Factors

Social/cultural environment factors influence customer’s needs and wants.  Marketers need to predict what the consumers will want tomorrow but before they do that it is essential to identify the influences that are changing customers’ needs (F. Brassington & S. Pettit).  Furthermore it is essential for any organisation to understand the importance of the ethics, corporate social responsibility, labour exploitation, working conditions, and environment damage.

People’s attitudes are very important issue for every organisation. A Mintel (Audio Equipment 2007 UK) report shows that people are listening to music almost constantly. Many people use music for emotional regulation, or even during their exercise workout.


We as a company are introducing a new hi-fi system to the market. It is essential to find out the reasons why people buy the new technology. Mintel (Audio Equipment 2007 UK) research states that many consumers buy new products driven by the interest in new technology. Price plays a major role in decision making, brand, and style as well as the storage space, it is very important to customers especially because the storage capacity of product is increasing rapidly.

Attitudes can predict behaviours like intention to purchase a specific product or brand. However people act different towards the new technology. Furthermore many consumers especially those who are mainly concerned about the price prefer to wait longer before they purchase the product because prices usually decreases after a certain time. Also the rapid turnover of the new equipment can have a big impact on our organisation. Furthermore our competitors would be ready to change the customers’ attitudes by introducing the new equipment.

The research states that people the age of 16 and over listen to music from multiple sources but as the table states 51% do it on any hi-fi system. For us as a company it shows that it is one of the leading sources that consumers prefer.

Furthermore as we stated already many people buy the new products driven by the interest by new technology as well as the consumers could be influenced to buy the new product by friends or family. Attitudes are formed as a result of direct experience with the product, word of mouth or mass media, the internet and direct marketing.

Furthermore is it essential to say that not many companies targeting people age of 55 and are over. This group in our days is becoming more aware of the new technology. Mintel (Audio Equipment 2007 UK) report states as well that this group is more likely to listen to the music at home. As a company that is introducing the new hi-fi system to the market it would be very important in the near future to do more research and consider to produce a product to this group because it has been claimed that they do have more disposable income which could be spent on the product like hi-fi and others .The products should be simple and easy to use if the we chose to target this age group.

One of the most significant recent trends is the market for legal music downloading; it is increasing rapidly although in the early stages. It accounts for around 10% of the music market. As a result of this a period of uncertainty could negatively affect music software for the next few years, although this really depends on the effectiveness of new technologies for acquiring music and how it can have mass market appeal to older consumers. In key Note’s consumer survey, 21.2 % of respondents said that they tended to download music rather than buy CDs.

3.1.4 Technological Factors

New technologies create new products and new processes. Examples of technological advances include MP4 players, blue ray, and high definition TVs. Online shopping, bar coding and computer aided design are all improvements to the way we do business as a result of better technology. Technology can reduce costs, improve quality and lead to innovation. These developments can benefit consumers as well as the organisations providing the product. In the hi-fidelity market, innovation and technological advancements are key to staying ahead.

The home audio market equipment has suffered from increasing use of laptops and computers and people play CD’s on them. TV and DVD players use has also increased as well. Companies that adopt the latest technologies create competitive advantage.

New technologies are continually being developed and the rate of change itself is increasing. Things that were not possible five years ago are now mainstream, for example mobile phone technology, web 2.0, blogs and social networking websites.

Join now!

“The arrival of the iPod marked a sea change in the audio equipment market.” (Audio Equipment- UK- 2007 Mintel).

The arrival of MP3 Players caused a decrease in sales of portable CD players, which quickly went out of fashion. In this fast moving industry the next issue to consider is the impact of the MP4 player and the variety of options available on mobile phones for the future.

It is also suggested that younger people who have access to social networks and internet are keener to buy the latest products compared with older people who are happier to wait for ...

This is a preview of the whole essay