Special Events And Marketing Strategy: A Case Study Of Apple Inc.
Finding and Analysis
Apple Company is a global technology company. The business is associated with developing plus designing hardware merchandise for instance iPhones and iPads together with software development plus online services. Its software comprises IOS operating structure plus its unique famous internet browser – Safari. Online services comprise iCloud, iTunes besides IOS app store. The Company trades its products via its retail shops, online stores plus direct sales strength via third-party cellular net carriers, wholesalers and vendors. The Company trades a variety of third-party well-matched products, comprising application software plus accessories via its retail plus online stores. Initially, it made and sold private computers plus later on moved to consumer microelectronics. Apple Company is viewed as the solitary brand amongst the occurrence of several brands. Apple has continuously focused on invention and has arisen with amazing merchandise. If we observe in the revenue aspect, Apple Company is the biggest information technology corporation worldwide. Currently, it has roughly a million employees with income of more than two hundred billion dollars.
1. A special event involves private events, gaming events, public occasions and fairs besides fiestas. They are deliberated special events since they are external of the organizer’s normal business or movement. These events are a generally warm reception or entertainment-based, besides are consequently of a shared, rather than commercial mode. That’s not in the direction of saying they still don’t devise business objectives; although some are only celebratory, many remain held intended for the drive of marketing, publicity, promotion, and transactions. An example of a special event is in nineteen eight four when apple booked sixty seconds throughout the third section pause of the super bowl eighteen. Whereby it came up with the memorable slogan, “On January 24th, Apple computer will introduce Macintosh. And you’ll see why 1984 won’t be like nineteen eighty-four.” This was considered a huge success and is among the greatest infomercials ever made (Van der Wagen & White 2018).
2. One of the marketing activities is segmentation, targeting in addition placement of the product. Apple generally practices lifestyle segmentation since it’s the finest trademark out there. The division is regularly the urban populace with enough purchasing power for buying Apple products (Hanrahan & Maguire 2016).
In the selling strategy Apple consist of three objective groups. One of them is the melody fans who are aimed at through the iPod plus Itunes product of Apple. Another aims the professionals or else youths who are aimed at for iPhone, MacBook besides other such devices which be able to be used through anyone, regardless of age. The other one is the multitude which can utilize their other merchandises and services similar to Apple Iwatch. Apple’s is the global number one product with the highest mind positioning plus undoubtedly when talking around smartphones otherwise laptops, Apple remains the first product that arises to mind the most (Ickman et al. 2016).
Events have occupied a major part in Apple’s promotion strategy by generating a good feed for social mass media. Social media remains used for endorsing products, corporate strategies or trademark. With the aid of occasions, an interaction can be generated on social mass media. Also, events produce an enduring impression. No other promotion communication can equal events by this regard (Jones 2017).
1. Definition and Classification of Special Events
3. The marketing mix consists of product, place, price, and promotion. This report will discuss the importance of these fundamentals in the promotion strategy. For a product this exists as the central component in your promotion plan. Not only the achievement of your promotion strategy is important but also the appearance of your trademark to relies on the achievement of your invention. Consider the case of Apple. Its product collection consisting of iPhone, Mac, and iPod has made the brand to be very popular (Lawton & Weaver 2015).
The other component is the price which can be the most effective section of your promotion strategy. An example is Apple which has valued its products in the premium category since it is advertising its products towards the upper segment of customers. Apple is continuously recognized for its invention and innovation is derived with a price. Thus, they trail the premium pricing strategy so as to delight their clients (Maguire & Hanrahan 2017).
The other component is placed in which if you need your merchandise to trade, you need to place it wherever your customer section is. If you possess a merchandise for the young generation, then you need to trade it online since that’s where you’ll find the biggest crowd of the young generation. Apple invented the concept of inaugurating its own stores that are Apple stores in which it could trade its merchandise. They also carried the idea of trade partnerships. They work together with such retail partners to preserve the distribution conduit. They have a strong belief that keeping a reduced number of retail partners can escalate the effectiveness of distribution conduit. These merchandises are then sent to authorized sellers for Apple merchandise (Masterman 2014).
The other component is promotion whereby you possess a great merchandise and a shrewd pricing strategy however you must reach your objective market and aid it to know plus understand your trademark and its cost proposition. This is important in order to attain higher sales. For the case of Apple during promotional events, its main emphasis is on the products plus the differentiating aspects that is unique from the rivals. The promotional plan in the advertising combination of Apple concentrates on aggressive marketing using various networks like Television, print media, virtual ads, flyers (Meyr, Wagner & Rohde 2015).
4. The segment normally is the urban populace with enough purchasing power for buying Apple products. These are individuals who are primary adopters in natural life but the trademark equity stands that even dawdlers have started accepting the products. With open-air screening, the urban populace will be able to see the latest trendy products and consider buying it. Likewise, open-air screening targets the music fans by exhibiting Apple Ipod and Itunes for them to choose. Another group is the professionals or teens who are aimed at by displaying Apple iPhone, Tablets, Macbook besides other such devices which is able to be utilized by anyone, regardless of age. Similarly, the multitude which can consume their other merchandise and services on display during the open-air screening like Apple TV in addition to Apple Iwatch. With open-air screening, it is guaranteed to get clients since Apple is the topmost brand in position when talking about Smartphones or Laptops (Olson & Brown 2018).
2. Apple’s Marketing Strategy and the Role of Events
b) In risk, management one needs to recognize key staff duties. It’s imperative to have the exact number of people ready to prevent a crisis. For Apple’s open-air screening, the risk management strategy should be capable of identifying the qualifications necessary of the technicians and building administrators. Security staff plus supervisors must have the correct training (Penn, Farnes & Rahmani 2017).
Also, there is a need to look for possible physical hazards. The place on which you’ll hold the occasion is just as significant to the threat management schedule as the individuals who control the program. For Apple’s open-air screening event a walk around the event land is a shrewd use of scheduling time so regions of anxiety are fixed, detached or evaded. Check the car park situation to avert overcrowding or intersection between pedestrians in addition to vehicles. Likewise, one needs to include entrance then exit plans. This includes knowledge of how many individuals you presume to be present at the event. Whether you retail tickets or measure potential turnout on past occasions, one needs to be competent to transfer the crowd proficiently and successfully into the occasion besides out as soon as it’s over. For the Apple open-air screening event exists and arrivals should be capable of allowing for strollers, wheelchairs, and walkers (Simon, Parker, Stockport 2018).
Likewise, there must be a plan to converse. This involves how you’ll talk to the multitude in the occurrence of fire otherwise a looming climate event. Staff members need to communicate effectively plus be positioned in a manner that all features of the occasion are being observed by somebody with entry to the statement devices (Costa, Belchior & Melo 2017).
Conclusion
A special event involves private events, gaming events, public occasions and fairs besides fiestas. They are deliberated special events since they are external of the organizer’s normal business or movement. One of the marketing activities is segmentation, targeting in addition placement of the product. Apple generally practices lifestyle segmentation since it’s the finest trademark out there. The division is regularly the urban populace with enough purchasing power for buying Apple products. Not only the achievement of your promotion strategy is important but also the appearance of your trademark to relies on the achievement of your invention. The promotional plan in the advertising combination of Apple concentrates on aggressive marketing using various networks like Television, print media, virtual ads, flyers etc. Likewise, open-air screening targets the music fans by exhibiting Apple Ipod and Itunes for them to choose. In risk, management one needs to recognize key staff duties. It’s imperative to have the exact number of people ready to prevent a crisis. For Apple’s open-air screening, the risk management strategy should be capable of identifying the qualifications necessary of the technicians and building administrators.
References
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