Steve Jobs established the Apple Company in 1971. Since then it has delivered and produced the best products and have become a brand to reckon with. It is one of the most well-known electronics companies of the world and Apple consumers are brand loyal as well as they tend to associate themselves with the brand. The 1984 advertisement of Apple which was shown only once in the Super Bowl revolutionized the advertising industry and helped Apple in creating a brand image. Soon after the departure of Steve Jobs the company lost it brand image as the advertisements now focused more on the price and features of the product rather than the brand itself. However, Steve Jobs rejoined the company in 1997 and a campaign was launched call “Think Different” which again helped the company restore its brand image in the consumers mind. This paper will talk about the IMC campaign of Apple. Introduction of the Organization
Apple Inc. is well known for producing stylish, trendy, technologically advanced, and innovative products which are simple in nature and easy to use. Based in California, America, Apple is a brand introduced by Steve Wozniak, Steve Jobs, and Ronald Wayne on 1st April, 1976 focusing on software and consumer electronics. Consumer electronics include mobile phones, personal computers, portable music players, peripherals, etc. Apple believes in revolutionizing the world by producing products with great quality and technological advancement, whether in electronic devices or software. The personal computers are installed with a world class operating system called the OS X which is highly recommended for publishing and graphic designing. The portable music player category is lead by Apple iPod and the supported online music store called iTunes. The distinctive advertising campaigns and products from its competitors have provided a unique position in the consumers mind. This builds a strong loyal and devoted consumer base towards Apple Inc. as a brand as well as a company (Wikipedia, 2008). Moreover, due to its appeal, Fortune has rated Apple as the most admired company in the year 2008 (CNN Money, 2008). Apple has direct or indirect competitors in all the product categories. The category of personal computers has major brand competitors like HP, Sony, IBM, Acer, Toshiba, etc, and the iPod has competition from other portable music players like Creative Zen, Archos, and Microsoft Zune etc. The iPhone introduced by Apple Inc. is a recent addition to the product category and is a modernizing model in the category of cell phones. It posed to be a big threat to Major cell phone category leaders like Nokia, Blackberry, Sony Ericsson, iMate, etc. Many of the mentioned brands developed cell phones with similar concept, for example, Blackberry Storm, to compete head to head with iPhone. This paper will discuss the IMC campaign of Apple as a brand and as a company. Buyer Behavior
Apple consumers are brand loyal and prefer purchasing Apple products in every category it exists. Demographically, consumers of both genders aged 15 and above, with an income category of middle-level and above are the target customers of Apple. Initially, it was targeted for creative professionals like musicians, artists, editors, photographers, etc, but later consumers of every profession purchased it. People who have interest in technology do not mind paying extra for better quality and experience belong to the target market of Apple. The number of users buying Apple products is increasing, and the number of people switching from Apple to its competitors is very less. The steady growth can be seen as the market share of Apple in the third quarter of 2006 was 6.2% and it moved up to 8.1% during the same quarter of 2007 (Marsal, 2007). Moreover, Market Share of Apple is 10% overall when combined with the iPhone users in the year 2009 (Palmer, 2009). Figure 1 shows the market share ratio of major Brands in 2009. Figure 1...