Marketing Communications Plan for Consumer Electronics

Essay by g_pocasUniversity, Bachelor'sB-, January 2005

download word file, 38 pages 4.7 1 reviews

EXECUTIVE SUMMARY 6

APPLE COMPUTERS 6

MARKETING AND COMMUNICATIONS OBJECTIVES 6

TARGET MARKET 7

TACTICS 8

ACTIONS 8

SITUATION ANALYSIS 9

HI-FI MARKET 9

MARKET SIZE 10

FUTURE GROWTH 11

BUYER BEHAVIOUR 12

DMU (Decision Making Unit) 12

STARTER "PROBLEM RECOGNITION" 12

ADVISER "INFORMATION SEARCH" 13

DECIDER, PURCHASER AND END USER 13

BRAND LOYALTY 13

TARGET MARKET/MARKET SEGMENTATION 14

COMPETITION 15

SONY 15

TECHNICS 15

DENON 15

YAMAHA CORPORATION 15

DISTRIBUTION 16

HI-FI SPECIALIST RETAIL OUTLETS 16

WHOLESALE OUTLETS 16

ONLINE STORES 16

APPLE'S OWN RETAIL STORES 16

APPLE CO. 16

PEST ANALYSIS 17

POLITICAL FACTORS 17

ECONOMICAL FACTORS 17

SOCIAL FACTORS 18

TECHNOLOGICAL FACTORS 18

OBJECTIVES 19

MARKETING OBJECTIVES 19

SHORT-TERM 19

LONG-TERM 19

COMMUNICATIONS OBJECTIVES 20

SHORT-TERM 20

LONG-TERM 21

STRATEGY 21

SEGMENTATION 21

TARGET MARKET 22

OBJECTIVES 23

POSITIONING 23

STAGES 23

INTEGRATION 24

TOOLS 24

TACTICS 25

ACTION 26

Magazine: 26

Billboards 27

Newspapers: 27

Internet and Direct Marketing: 28

TV: 28

Radio: 28

Publicity-public relations: 28

Sales Assistants 29

Exhibitions 30

Apple Centres Promotion 30

After Launch campaigns 30

CONTROL 31

3 M'S 32

MEN/WOMEN 32

MONEY 32

MAGAZINE AND NEWSPAPERS 32

BILLBOARDS 33

INTERNET AND DIRECT MARKETING 33

TV AND RADIO ADVERTISING 34

SALES MANAGER AND ASSISTANTS 34

EXHIBITION 34

MINUTES 35

TABLES 36

TABLE 1: UK: DETAILED SPENDING DATA FOR SPECIFIC ELECTRICAL MARKETS, 1997-2002 (£ MN) 36

TABLE 2: VALUE OF THE AUDIO-VISUAL EQUIPMENT MARKET, BY PRODUCT CATEGORY, 1996-2001 37

TABLE 3: TOTAL AUDIO-VISUAL PRODUCTS MARKET, 1996-2001 37

TABLE 4: THE FORECAST UK HOME LISTENING MARKET BY SECTOR BY VALUE 2001-2005 38

TABLE 5: RESIDENT POPULATION OF THE UK BY SEX AND AGE.

2000. 38

TABLE 6: SECTION ABC1 OF THE POPULATION. 39

TABLE 7 AGREEMENT WITH THE STATEMENT "I TRY TO KEEP UP WITH TECHNOLOGY", BY SOCIO-ECONOMIC GROUP, 2000 40

APPENDIX 41...