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Essay / Research Paper Abstract
This 8 page paper presents a plan for an integrated marketing communication plan for Apple and the marketing of their iPad. The paper is presented with an introduction to the firm followed by the plan using traditional and online mediums, including social networking. The bibliography cites 3 sources.
Page Count:
8 pages (~225 words per page)
File: TS65_TEIMCipad.doc
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Unformatted sample text from the term paper:
carry and stylish tablet computer. Launched as part of the Apple i brand family, it is likely to appeal to a target market that already own Apple products, as well
as new consumers that are attracted to the concept of mobile computing using such a convenient device. The reputation of Apple and design of the product places is it at
a premium segment with in the market, which is supported by premium pricing. However, the company is aiming for a market leader position within the mass market, therefore the target
market is the upper end of the mass consumer market, which is reflected in the distribution strategy which utilises a wide number of resellers. It is suggested that the organisation
support the ongoing marketing strategy will integrated marketing communication campaign that focuses on the intangible aspects of ownership, building on existing preconceptions. The core message is suggested as being the
pleasurable and convenient experience of utilising iPad, inferring that the same pleasurable and convenient experience will not be gained elsewhere. It is suggested that this takes place through a wide
range of media, including Internet and social networking media, as well as the more traditional marketing mediums such as television, the press and billboards. 1. Introduction Apple have developed a
new product; an iPad. This is a new concept in terms of computing, a tablet computer that is not only stylish, it is also small and slim, easy-to-use with a
touch screen and fits in well with the existing products range of the i family, including the iPod and iPhone. The marketing of any product requires careful consideration of many
different elements in order to ensure that it is marketed to maximise is potential for the organisation and meet organisational goals. This will include determining the potential target market based
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