Consumer Behavior Final Presentation
MAC vs. PC
“Hi, I’m a Mac…and I’m a PC.” A man dressed in casual clothes introduces himself as a Mac ("Hello, I'm a Mac."), while a man in a more formal suit-and-tie combination introduces himself as a PC ("And I'm a PC."). These ads for Apple’s Mac laptops aimed to grab a big chunk of the personal computing business, especially among younger users. The “Get a Mac” campaign was a television advertising campaign created for Apple Inc. that ran from 2006 to 2009. The campaign also coincided with a change of signage and employee apparel at Apple retail stores detailing reasons to switch to Macs.
Then Microsoft fired back as the company tried to separate itself from the undesirable PC-guy image. They had some success with the “I’m a PC” ads, which exhibited normal PC users to be found everywhere. Also, the advertisements are interspersed with various non-famous users who proclaim "I'm a PC" from a variety of places and in a number of methods. The intent is to demonstrate how PC users are ordinary people. Since the release of the new operating system Windows 7, the ads typically focus on one person and end with the tagline "I'm a PC and Windows 7 was my idea."
For a generation of consumers raised on cool products like the iPod and the iPad, it’s a tough sell to shake Apple’s spell. Although PCs still have the majority of market share, a growing number of Macs show up on college campuses every fall. Hence, in the spring of 2011, Microsoft tried a new tactic: A student who purchased a PC for $699 or more received a free Xbox. Compared to a Mac that starts at $999, this bundle offered an attractive value proposition to students who were also into gaming.
Prior to the release of this campaign, in March 2006, Apple had a downward spike of sales for the 2005-2006 period. One month after the start of the ‘Get a Mac’ campaign, Apple saw an increase of 200,000 Macs sold, and at the end of July 2006, Apple announced...
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