The paper "Community Relationship Management and Social Media" is a great example of a Marketing Case Study. Apple Inc. brand is a multinational corporation founded in 1976 and headquartered in California which basically deals with designing, developing and selling consumer electronics, personal computers, and computer software. Apple best known hardware includes Mac computers, iPod, iPhone smartphone, iPod tablet computer, Apple TV and various software like; OS X, iOS, iTunes and other creative products. It is the second-largest IT company by revenue and third-largest in mobile phone making in the world. It has around 400 retail stores in 14 countries and an online Apple and iTunes Stores.
In terms of market capitalization, Apple is the second-largest world publicly traded corporation and by January 2013, it had an estimated value at US$414 billion. In 2012, it worldwide revenue totaled $156 billion. By September, 2012, its full time employees totaled 72,800 and temporary employees at 3,300 in its operation worldwide (“ Waymarking” 2013). Persuasion in marketing communication; As Keller (2009) points out, Apple has had intensive advertising strategies in the last two decades which have made it a well-known company in different parts of the world.
In the 1990s it used “ Think Different” and “ iPod people” in the 2000s as campaign slogans. Apple persuasion has taken many traditional and contemporary forms to communicate to its customers in different parts of the world about their products, prices, and advances. It has taken mimicked imagery, maintained a homage style for contemporary visual arts to support its famous ad campaigns. Apple marketing campaigns have linked their products with famous icons such as John Lennon and Mahatma Gandhi. The most notable slogan used by Apple in its advertising campaigns were “ Byte into an Apple” by 1970 and “ Think Different” , from 1997-2002.
Specific Apple products have different slogans such as “ I think, therefore iMac” used in 1998 for iMac product. iPhone advertisement has used “ Say hello” and “ Hello” “ Switch” , "Get a Mac" to others like iMac, iPod, and Newton. Its logo is widely recognizable. (Mickalowski, Mickelson & Keltgen (2008) argues that almost all Apple customers interact with the products before the actual buying from marketing communication. Apple has maintained its sales process by designing the processes.
This is linked to customer buying trends where persuasive techniques are suited according to the buying trends where they refine the marketing strategies as the sales become counterproductive or intrusive. The considerations of the products, price, promotion, and place have then influenced and encouraged personal interactions in the persuasion model. As Keller (2009) argues, Apple employs some techniques in marketing communication such as product reciprocity, consistency, and commitment, building consensus with customers, ensure liking and credibility, scarcity and assuming authority for its decisions. Apple product commercials have launched and sponsored musicians getting them to stardom through catchy tunes and eye-popping graphics.
Apple used Feist’ s a Canadian singer, song “ 1234” for its ad campaign and “ New Soul” by Yael Naim in promoting MacBook Air. In a span of weeks, they had sold a hundred thousand copies through musicians supported ads. According to Linden, Dedrick & Kraemer (2009), the Apple approach to communication through its worldwide adverts has unique elements of the marketing mix. The most critical emphasis Apple uses in marketing is the product. Every single product Apple develops uses its unique process in advertising, selling and customer target.
Apple is overly concerned about the customers to whom they develop a product. The software and hardware are split in marketing and specific product pushes forward by its expertise. Secondly, the element of promotion has been core in marketing communication. Apple Stores are filled with young, knowledgeable sales representatives. They are efficient in customer services and product information and very adaptive to changing technology as many of them are fro generation Y and X age range. New upgraded products released after few months are entrusted to these young employees who further promote their use, acceptance and promote the sales.
Thirdly, as a worldwide corporation, Apple emphasizes a place to target some core markets. The 2008 televised advertisement with an old man and a young one conversing about PCs- for the old man and Apples’ Mac- represented by “ hip” man were successfully used to support the use of Mac. It was expanded globally where in Japan two Asian men who spoke Japanese were used to accommodate the culture. The fourth element identifiable in Apple marketing is a price to target most customers and primarily when a certain product is in transition.
Ang, L. (2011). Community relationship management and social media. Journal of Database Marketing & Customer Strategy Management, 18(1), 31-38.
Dahlén, M., Lange, F., & Smith, T. (2010). Marketing communications: a brand narrative approach. Wiley.
Ewing, M. T. (2009). Integrated marketing communications measurement and evaluation. Journal of Marketing Communications, 15(2-3), 103-117.
Keller, K. L. (2009). Building strong brands in a modern marketing communications environment. Journal of Marketing Communications, 15(2-3), 139-155.
Linden, G., Dedrick, J., & Kraemer, K. L. (2009). Innovation and Job Creation in a Global Economy: The Case of Apple’s iPod. Journal of International Commerce and Economics, 3, 223-39.
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Mickalowski, K., Mickelson, M., & Keltgen, J. (2008). Apple's iPhone launch: A case study in effective marketing. The Business Review, 9(2), 283-288.
Muñiz, Jr, A. M., & Schau, H. J. (2007). Vigilante marketing and consumer-created communications. Journal of Advertising, 36(3), 35-50.
Tsai, S. P. (2005). Integrated marketing as management of holistic consumer experience. Business Horizons, 48(5), 431-441.
Waymarking: Apple Inc. Waymarking.com: Retrieved April 22, 2013.