Iphone Marketing Assignment

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Sales Promotion and Publicity
Group Project Part 1
iPhone

Backgrounder

Segmentation

Professional: used to stay in touch and record information while on the go. Using applicants such as email, instant messaging and Mac OS for notes and record keeping.

Students: used for style and individuality. Perform numerous functions without carrying multiple gadgets. (iPod, phone, TV shows, Internet, PDA, phone)

Corporate Users: Input and access data on the go.

Competition

The smart phone market is very competitive. Apples main competition consists of a broad range on companies such as, RIM Blackberry smart phones, pearl and curve, Ipaq messenger, Pocket PC series, Nokita E. Most of their competitors have been in the smart phone industry for a longer period of time then Apple. This allows them to offer their offer their products at a cheaper price and to continue or have already established contracts with large businesses.

Targeted Consumers:
iPhone’s primary customer targets the middle-upper income professional that needs a portable device to coordinate their busy schedules and to communicate with colleagues, friends and family. Our secondary consumer targets are high school, college and graduate students who need one portable multifunction device.

Demographics- Generation Y, middle-upper income, ages 18-40

Geographics- Europe, United States (New York and California), Japan

Psychographics: business style, technologically oriented, urban

Behavior Response- early adopters, keeping up with new trends

Digital Live America Solution Research Group performed an independent syndicated trend study on the iPhone with the selling point of $499. The results were as follows: 72% of purchasers are male
31 is the average age of purchasers
58% have completed college
43% are either from New York or California
15% were from interested in purchasing from T-Mobile, 12% from AT&T, 7% from Sprint, and 4% from Verizon $75,600 was the average household income of purchasers
48% of purchasers own an iPod

As the price point drops, the demographic will get younger and less professional.

Positioning: Using product differentiation, positioning the iPhone as the versatile, convenient, value-added device for personal and professional use. The marketing strategy will focus on the convenience of having one device for communication, but also music, pictures, and video, and full Internet access. The iPhone will be promoted as both professional and trendy.

Marketing Objectives:

1.To capture a 3% share of the smart phone market industry by the end of 2009. 2.To reach a younger target audience

Brief

Introduction to Promotion

To introduce the apple I phone to North America, our team will be executing several concert events located in 5 selected cities across the continent. These events will be heavily promoted and covered by many media outlets. Accompanying our Apple concert tour will be a variety of different promotional mediums.

Launch Preparation Stage

In preparation for the launch we will be starting a media campaign promoting the arrival of the iPhone to North America, as well as promoting the Apple iPhone Concert Tour that will be held simultaneously on the eve of the iPhone launch in select cities across North America.

The Types of media we will use for the Preparation of the launch include:

Print ads in all major cities that the concert will be held and the iPhone will be launch, also print ads in the major newspapers within those cities Radio Ads on all major radio stations within the cities where the concert will happen We will be playing the new age artists in the commercial as well as having them play on the concert tour

Promotion Objectives

1.To create 80% awareness amongst targeted group within the first month of product launch 2.To have sold x amount of product within a month of launch. 3.To sell out all concert destinations on the Apple iPhone concert tour....
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