Objectives
- To educate the Australian audience about the new iPhone 7 and how it launches some revolutionary features such as water resistance, dual stereo speakers, camera resolution etc(Kelly, 2017).
- To engage customers who have a perception that iPhone is just a status symbol and has no new features as compared to its competitor Samsung, who offers value for money phones.
- To gain a competitive edge with their innovative products in the market.
- To encourage the Australian audience to move from Android platform and switch to ios devices.
- To capture the market share of Samsung who is one of the closest competitors.
- To increase market share by 20 percent in the year 2017, which stood at 46.42 percent in the year 2016(Reichert, 2016).
- To sell more number of units of iPhone 7 and increase the population of iOS users who are currently operating on android platforms(Smith, 2016).
- To create awareness about the product among the age groups and income level of all individual who feel iPhone is designed for Millennials who belong to premium category only.
- To portray the brand as a medium of self-expression among individuals.
- To justify the tag line “This is 7” and to make people believe that this will change how people use a smart phone in terms of specifications and design.
Geographic: The target market will be Australia as the expenditure on electronic segment has increased in the year 2016. According to a research report the expenditure on Australian brand was 50 per cent more as compared to the year 2015. Australian market can be used as a great opportunity to boost the market sales of iPhone 7 (Cameron, 2017).
Demographic: The target market for iPhone 7 will be teenagers and adults of the age 16-34 as they feel connected with the brand and think it as a medium of self-expression (Williams, 2014). Another segment which has a lot of potential is Female users as they are more inclined towards the attractive design and Camera feature of the iPhone. IPhone 7 attracts many corporate customers also because ios platform has been preferred as a secure platform for data sharing and sending business emails.
Psychographic: The brand has been associated with luxurious lifestyle. Both male and female who own iPhone thinks that it reflects their personality and status. Apple is also related to innovation and simplistic design, using an iPhone gives individuals a feeling that they are technologically updated.
Positioning: Apple has position itself as an innovative brand and over these years has always claimed to have offered new upgraded features whenever they launch a new iPhone. People buy iPhone even though they are expensive because they know the Apple’s brand value.
Product: The product that has been offered is iPhone 7. IPhone 7 has changed the way how individuals are using a mobile phone. The new iPhone 7 is water resistant and improved battery life. The camera resolution has been improved with the feature of optical image stabilization. For the music lovers, though the audio port has been removed but the stereo speakers are 50 per cent louder than any of the iPhone. Apple does not compromise on quality. Even though they introduce a new phone model every year but that does not restrict them to offer something new in every new model. This is the reason why consumers are willing to spend a premium price for the new iPhone 7.
Price: iPhone comes in five different colours and different storage capacity. The price offered by the Apple for their 32 GB capacity phone is A$1079.00, for 128 GB A$1229.00 and for 256 GB A$1379.00 (Apple, 2017). The price is bit high and in order to increase the sales, special discounts on festivals can be given. Apple is generally categorised as a premium price product as compared to its competitors. What distinguish them is their innovative technology which they have brought in this iPhone 7. In the festival season like Christmas the spending power of consumers tends to rise. The Apple brand can take the advantage of the season and can introduce attractive offers on purchase of iPhone 7.
Marketing Objectives
Distribution: Apple uses direct and online channel for its distribution of their IPhone 7 in Australia. The phones are available on their official website and Apple stores. They have restricted their sale of product by third part retailers. The reason why they don’t offer their premium phones to the retail partners because they feel their phones should be placed and displayed in their exclusive stores that gives best customer experience of buying an iPhone. But due to limited number of retail outlets, they cannot serve the customers situated in different locations. The distribution channel should be kept open to a limited number of third party retailers in order to make the product available at all locations. Online presence is an effective way of expanding a customer base without incurring heavy expenditure of setting up a store.
Promotion: Apple effectively uses the online platform such as YouTube. All the iPhone Ads highlight their features. They generally don’t use celebrities as a medium to promote the brand rather feature common people who highlights the features of the new iPhone. They also take help of the print media and television to promote the new iPhone. They have promoted the brand with the tag line “This is 7”. In order to appeal youth and Generation Y individuals, signing a celebrity can connect them more with the brand.
People: IPhone 7 is a phone has many features that are not possessed by a normal phone. To communicate its specifications to the users, technologically abled staff should be hired at the Apple stores who can guide potential buyers about the product details and resolve all their queries. Not only in their exclusive stores, they should ensure that the other retail outlets opened by them should have customer friendly staff that will provide the customers a personalized store like experience.
Process: After the delivery of their products they are focused on creating customer loyalty by providing effective after sales services. After the delivery of their online products they are ready to provide assistance regarding the product.
Physical evidence: The Apple stores are beautifully designed yet very simple and minimalistic. It gives buyers a delightful experience of using the phone before actually buying it and the supportive staff will guide the users about the product details. The website is also very simple and nothing fancy. Product details along with the prices are listed clearly (Business Queensland, 2016).
Apple is an established brand, so there is no restriction on the budget to be spent on the marketing campaign. The main objective of a marketing campaign is to promote the product in every target segment and to boost the sale of the product. The estimated budget allocated for this marketing segment is $600,000. The budget will be divided among items listed in the table.
|
Production |
Media |
Total |
|
|
|
|||
|
Magazine Advertisements |
15000 |
60000 |
75000 |
|
Magazine Competitions |
6000 |
18000 |
24000 |
|
Radio |
0 |
||
|
Radio advertisements |
100000 |
100000 |
|
|
Sponsorship |
75000 |
75000 |
|
|
Event |
50000 |
50000 |
|
|
Point of Sale |
0 |
||
|
Display |
20000 |
20000 |
|
|
Samples |
0 |
0 |
|
|
Incentives |
10000 |
10000 |
|
|
Social Media |
0 |
||
|
Maintaining social media sites |
150000 |
150000 |
|
|
Google Ad words |
60000 |
60000 |
|
|
Contingency |
10000 |
10000 |
|
|
Total |
574000 |
Sales Objective
Evaluation
The evaluation of marketing campaigns can be analysed by using pre and post campaign launch feedback. With the help of pre and post launch feedback the effectiveness of the campaign can be improved and the return on investments from those marketing campaigns can also be maximized. The objectives behind evaluating the marketing campaign is to check whether the content of the campaign reached the target audience or not.
Pre-Test: The pre-test is considered to be very important as it judge the effectiveness of the campaign before launching it in the real world. In this there are focus groups which represents different target segments of customers on random basis. They will be ask about the brand perception of iPhone 7 after following the campaign and what is the scope of improvement (Burdress, 2015).
Campaign Monitoring: The success of the marketing campaigns should be analysed by comparing the before and after sales results and the number of visitors are visiting the Apple stores and taking the interest in iPhone 7. Customers who are visiting the stores can be enquired about how they came to know about the new iPhone 7. By regularly evaluating the campaigns the company highlights the strengths and weaknesses and give the brand an opportunity to work on it (Business Queensland, 2016).
Conclusion
The report discusses about the 12 months marketing plan of iPhone 7. The objective of the brand is to gain a competitive advantage in the market by offering innovative product. The target market of iPhone 7 will be Australian audience are willing to spend on Electronic goods such as mobile. IPhone 7 will follow lenient distribution strategy such as selling the product online and appointing few third party retailers. The report also discusses about the budget plan made for implementing and initiating a marketing campaign. To check the results of the marketing campaign two methods such as pre-test and post-test. Both of them share a common objective of checking whether the motto of initiating the campaign has been achieved or not.
References
Apple, 2017. Now choose your capacity. Available at: <https://www.apple.com/au/shop/buy-iphone/iphone-7#00,11> [Accessed 8 Jun. 2017].
Burdress, J., 2015. Focus Groups For Testing Products And Marketing Strategies. Available at: <https://aflua.com/focus-groups/> [Accessed 8 Jun. 2017].
Business Queensland, 2016. The 7 Ps of marketing. Available at: <https://www.business.qld.gov.au/running-business/marketing-sales/marketing-promotion/marketing-basics/seven-ps-marketing > [Accessed 8 June. 2017].
Business Queensland, 2016. Monitoring the success of your advertising. Available at: <https://www.business.qld.gov.au/running-business/marketing-sales/marketing-promotion/advertising/monitoring> [Accessed 8 Jun. 2017].
Cameron, N., 2017. Report: Australia’s love affair with audience data is heating up. Available at: <https://www.cmo.com.au/article/617351/report-australia-love-affair-audience-data-heating-up/> [Accessed 8 Jun. 2017].
Kelly, G., 2017. iPhone 7 Vs iPhone 6S Vs iPhone 6: What’s The Difference?. Forbes. Available at: <https://www.forbes.com/sites/gordonkelly/2017/01/05/iphone-7-vs-iphone-6s-vs-iphone-6-whats-the-difference/#68e6943462ce> [Accessed 8 Jun. 2017].
Reichert, C., 2016. Apple uses iPhone 7 to grow smartphone share in Australia: IDC. Available at: <https://www.zdnet.com/article/apple-uses-iphone-7-to-grow-smartphone-share-in-australia-idc/> [Accessed 8 Jun. 2017].
Smith, P., 2016. Apple and Samsung battle intensifies as Australian smartphone sales slow. Available at: <https://www.afr.com/technology/mobiles-and-tablets/apple-and-samsung-battle-intensifies-as-australian-smartphone-sales-slow-20160311-gngijp> [Accessed 8 Jun. 2017].
Williams, R., 2014. iPhone 6 drives Apple to all-time UK sales high. Available at: <https://www.telegraph.co.uk/technology/apple/iphone/11270820/iPhone-6-drives-Apple-to-all-time-UK-sales-high.html> [Accessed 8 Jun. 2017].
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