Lana Roelandts220032777MM313 Assignment 2quite some time (registered company since 1949), and it is the brand reputation and recognitionthat has given Adidas the ability to appeal to both young and older consumers.Adidas Style, is a youthful approach to apparel that is taking a nod towards high end fashion, withmodern tailoring and a youthful advertising campaign. It is fairly obvious that the Adidas Styleproducts are targeted at a young consumer market with in active interest in style and are fashionconscious and like modern, up to the minute trends.Adidas Originals has a focus on consumers as individuals, some who are not interested in the Adidaslabel for the sporting apparel, but for the individualistic style of the Originals range, such as theOriginals denim collection, as well as the tracksuits that Adidas Originals is renowned for. AdidasOriginals collections are also designed to appeal to a younger demographic, through Adidascollaboration with American fashion designer Jeremy Scott to create a fun, funky style that is easilytransferrable to everyday clothing, and also allows consumers to show off their unique andindividual fashion sense and flair.
Focal Point Adidas Products and Branding
Adidas is renowned for its high quality, aesthetically pleasing sporting apparel, which makes it nosurprise that the target market for Adidas products are predominately a youthful demographic, agedbetween 17 and 35, both male and female, style-conscious consumers, and perhaps to be describedas those individuals who have a passionate and focused interest in an active lifestyle. Adidas is nolonger just focused on providing apparel of those who play sport and partake in fitness activities, butnow also focuses on providing smart casual wear to the targeted market.
Unformatted text preview: Running head: INTEGRATED MARKETING COMMUNICATIONS PLAN PAPER Integrated Marketing Communications Plan Paper Integrated Marketing Strategies MKT/498 1 INTEGRATED MARKETING COMMUNICATIONS PLAN PAPER 2 Executive Summary Apple currently maintains a prominent position in the electronics industry and upon analysis, the business sector proved to be a viable market for the iPad 2. Apple’s Integrated Marketing Communications (IMC) plan assessed both small and medium sized businesses. In the assessment, the following realms were analyzed: The competition, value chains, opportunities, product life-cycles, consumers, target market, and market segmentation. The data gathered suggests the iPad 2 has a competitive advantage, heightened brand awareness through effective distribution channels, and a loyal customer base. Despite of their competitive advantage, Apple conducted a thorough examination of the market and formulated a strategy to gain market share in the small to medium business (SMB) segment. The IMC plan divided business firms and the number of their employees into subgroups in order to capture data that is measurable. In addition, Apple will continue to review each market segment and that of its distribution channels to ensure the IMC plan is moving successfully. Apple’s brand positioning initiative of innovation, quality, and entrepreneurialism is summed at $348.2M. The cost of advertising amounts to $411M and includes various marketing methods such as, trade shows and exhibitions, print, web, and video media, television commercial productions, and merchandise and apparel branding. The iPad sales budget is $165.6M and will afford a forceful marketing and communications campaign with a focus in the retail environment. Objectively, the sales campaign intends to assume 20% of the business consumer market. Corporate branded PR (Public Relations) activity will complement the IMC plan and promote brand awareness. PR tactics are to be carried out by three small business association conferences. Promotional offers and incentives for the target market were developed and are available for use by the sales team. INTEGRATED MARKETING COMMUNICATIONS PLAN PAPER 3 Integrated Marketing Communications Plan Paper The Apple iPad 2 is a valuable tool for conducting business. Apple’s marketing goal is to promote and competitively position the iPad 2 in the business consumer market. An effective method to achieving this feat is through the creation of a strong IMC (Integrated Marketing Campaign). This IMC paper will begin with a summation of the entire IMC plan. Then a market opportunity analysis is described which is followed by a tablet market appraisal: all of which is the basis for the market penetration strategy. The purpose of this paper is to outline a competitive IMC plan and to predict a likelihood of marketing success. Opportunity Analysis Competitive Analysis A tablet is a wedge consumer device which exists between a smart phone and a laptop computer. Since the first introduction of the Apple tablet in 2010, the consumer electronics industry has experience a rapid growth in demand for tablet devices. Moreover, as demand grew, so did the availability of competing products. As of August, 2011 there are no less than 21 similar products on the market for consumers to choose from; however, not all tablets are created equal, according to market analysts (Tablet Comparison, 2011). The purpose of this competitive analysis is to conduct a side-by-side comparison on the top five most capable and popular selling tablet brands. Though there are numbers features and function of a tablet device, this analysis will compare five distinguishing attributes, which are price, weight, screen size and resolution, battery life, and maximum storage capacity. The aim of this comparison is to determine the best value for the suggested retail price and to identify distinguishing competitive advantages. INTEGRATED MARKETING COMMUNICATIONS PLAN PAPER 4 Table 1 Tablet side-by-side comparison Device Price Weight lbs Battery hrs Screen Size Resolution Disk Size Samsung Galaxy $435 .80 6 7.0 1024 x 786 32 Acer Iconia $445 1.60 7 10.1 1280 x 800 16 BlackBerry Play Book $460 .90 7 7.0 1024 x 786 64 Apple iPad 2 $519 1.33 10 9.7 1024 x 768 64 ASUS Eee $1199 2.53 5 12 1280 x 800 64 Upon a quick-look analysis of table one, the disk size attribute ranks the BlackBerryTM, Apple iPad 2, and ASUS Eee as peer devices. However, when the remaining attributes are considered such as weight, batter life, and price, the Apple and BlackBerryTM become peer devices. With the Comparison Table above explaining the differences in the tablets, it is obvious by comparison that the Apple iPad 2 does not outshine each category; however, the Apple iPad 2 has dominated the tablet market with its release in March, 2011. When the additional Apple services such as iTunes, FaceTime, and iCloud are considered as the whole iPad experience, including the Apple brand, the iPad 2 is a superior offering. Therefore, the differentiating attributes of the iPad 2 are the ancillary services in the form of downloadable applications, battery life, screen size, and cost. According to International Business Times (2011), consumers looking to purchase PC products still prefer Apple devices and software, and 95% of PC tablets in the world are iPads. Apple has built a reputation of creating innovative products, meeting both businesses and consumers’ desires. Apple’s sleek designs and quality software also give the consumer a status symbol. Apple is successful not because they have never made mistakes, but because they accept, fix or offer a solution, and make changes. INTEGRATED MARKETING COMMUNICATIONS PLAN PAPER 5 Value chain analysis (Distribution) The value chain analysis involves steps traffic raw materials, development, production, advertising, distribution, and listening to the consumer. Each step of the value chain is vital because if the value, unique attributes, and competitive advantage it conveys. For example, Apple’s leading product the iPad 2, the whole proposition is the product. Apple prides on the creation of difference through exceptional innovative products and paired with a promotion strategy to heighten brand awareness and develop a product capable of becoming perfectly equipped to meet any consumer and commercial need. R&D and Product Design -Product Features/Style -First Generation Upgrades/Modification s -Quality Expectations -Speed/Graphics -Resolutions -Time line & Date of Release Marketing & Advertising -Promotion & Price -Price Flexibility Distribution Channels -Placement -Distribution warehouse -Advertising budget -Sales team -Product Exposure -Personal Selling -Interaction -Public Relations -Distribution (selected vendors) Service & Product Support -Apple Stores -Apple.com -Apple Accessories -Applications & Software -Itunes -App Store -Customer service support -Warranty & Repairs Figure 1. Value chain analysis for Apple iPad 2 Opportunity analysis A factor for Apple’s success is their strategy on competitive advantage; Apple customers are given a product, but also given the experience of endless possibilities with it. The options of INTEGRATED MARKETING COMMUNICATIONS PLAN PAPER 6 downloadable application and the upgrades for the product enhancement as time passes are features of the Apple Company providing customers a long and gratifying experience. The online and physical location to find help, support, accessories, or maintenance is another reason customer prefers the Apple brand and why customer loyalty is developed. Apple products improve better and better every year, Apple’s Research & Development team continue to find what things can be better. If a customer realizes something is not working or could be added, months later there is an upgrade for it or the next generation product will include it. Apple listens to their customers and applies it to their products. The first generation iPad tablet was another popular item, within less than a year Apple was ready to launch the next generation. The new features and customer feedback made the iPad 2 a unique, innovative, quality PC tablet. Product Cycle Analysis The Apple iPad 2 was released earlier this year and still continues to grow in sales. The iPad is still a new product as of this year and has just moved from the growth stage. Because Apple is constantly working at making their product line better, a new generation is most likely in is research and development stage. The iPad 2 is at or nearing Maturity stage, the Apple Company continue to create other features that can be used as accessories for the iPad 2 to be even better. Because of the new applications that are available to the tablet, it still straddles the line of growth and maturity. Apple does not need to lower prices to be equivalent to their competitors because the product and the brand name are superior. The Apple iPad 2 beat out its competitors in both sales and application features. The need incorporate a push strategy is not necessary at this time. Programs such as iTunes and the App Store are another reason the life cycle of the Apple iPad 2 can be extended. The Apple Company cross sell their Mac and Apple products because the PCs and devices can be used together. The newer versions of Apple INTEGRATED MARKETING COMMUNICATIONS PLAN PAPER 7 products released this year can access applications, software, data, and music in one system called the iCloud, this new feature heightens the customers’ complete experience and ease of technology (Apple, 2011b). Target Market Analysis The Apple iPad 2 has dominated the tablet market with its release in March, 2011. According to International Business Times (2011), consumers looking to purchase PC products still prefer Apple devices and software, and 95% of PC tablets in the world are iPads. The estimated online users in the United States by 2012 will reach 217 million of the total population of 307,007,000 people, according to the 2010 United States census (US Census, 2010). Last year, Apple sold approximately 10 million of the first generation iPad. This year, Apple has sold 9.25 million iPad 2 tablets since their release in March of this year. The total market size of the Apple iPad 2 is based on 217 million people that are considered daily online users, past tablet sales, and prospective sales. With the current sale of the iPad 2 at 9.25 million at 3Q, with one more quarter to sell, the goal in total sales for the iPad 2 for the year is 12 million units. A prediction made by Sarah Epps of Forrester's Consumer Product Strategy Professionals of the iPad sales is by year 2015 1/3 of the 246 million online users will be using PC tablets. Fosters. (2011). Forrester's US Consumer Tablet Forecast Graph, updated Jan. 4, 2011 Figure 2. Total PC users vs. tablet sales (Numbers are in millions) INTEGRATED MARKETING COMMUNICATIONS PLAN PAPER 8 Market Segmentation By benefit of these brand attributes, consumers view Apple retail stores as a leading and quality company when a new product is released. This phenomenon not only makes their products desirable, but also it makes business owners and operators look for ways to incorporate Apple products into their day-to-day operations. This is why Small to Medium Business are a target market to Apple and a subject of this IMC plan (Apple, 2011a). The iPad 2 could increase Apple’s overall sales by targeting the business sector. This sector represents over 5,930,132 firms, which employs roughly 120, 903,551 workers (Statistics of U.S. Businesses, 2008). The marketing goal for this sector is to reach 75% percent of the firms. The business sector as a target market is a relatively new segment because the iPad thus far has been a consumer product. However, technology-driven industries and entrepreneurial-minded businesspeople are finding more uses for tablet enabled technology (Apple, 2011b). Within the business sector, Apple stands to capture a sizable share with applications such as e-mail, web browsing, calendar, and note taking. However, office applications represent only half of the business capabilities. The iPad 2 is capable of presentation software and video teleconferencing which make the iPad 2 attractive to businesses that utilize this type of operations. With this target market defined, Apple will continue to review the statistics of each segment and ensure continue growth and iPad 2 market penetration. Customer Analysis The use of the iPad 2 benefit both a consumer and business, however, the iPad 2 can gain an increase in sales by focusing the advertising to business entrepreneurs as well as business executives and managers. The light, easy to use device the iPad 2 has enough capacity to share presentations, as well as download applications to collect data or information. Many small INTEGRATED MARKETING COMMUNICATIONS PLAN PAPER 9 companies use the iPad 2 to conduct their business during travel such as email, as well as the as a merchant terminal. The iPad 2 is equipped to upload an application, connect an external accessory, and swipe a credit card to accept payments on the spot, and have a receipt sent by email. The iPad 2 is also capable to have face-to-face meetings with Face time, conferences with business partners or a client is possible with the iPad 2 without being at a desk. The iPad 2 is very light and comfortable to clutch, it is a great tool for a business to stay connected to the internet, receive emails, process payments, while using a trusted and innovated product from the well-recognized Apple Company. Businesses not only utilize the iPad for operational uses but also to reach their customers. Businesses are utilizing the iPad 2 to use as menus in a winery, hotel tours, reservation check-ins, and used for sales people to assist customers in finding and inputting the customers’ needs while at a business establishment. Burberry created an iPad app that customers may use to view current styles in or outside of the stores to have easy access to purchasing a seasonal outfit. Another way a business uses the iPad 2 along with the SmartCellar app, is to help their employees and diners view their wine list of over 650 labels (Business Insider, 2011). Customers identify Apple products with quality, and businesses are use that to their advantage, by using Apple products such as the iPad 2 may display the same value for their business. Market Assessment & Strategy The iPad 2 has the ability to increase Apple’s overall sales by targeting the business sector. This sector represents over 5,930,132 firms which employees roughly 120, 903,551 workers (Statistics of U.S. Businesses, 2008). This business sector is an untapped market for the mobile technology platform and the iPad thus far has been a consumer based product. The technology revolution has begun as industry and the entrepreneurial minded business people are INTEGRATED MARKETING COMMUNICATIONS PLAN PAPER 10 enabling this mobile technology as part of the business operation. Within the business sector, Apple stands to capture a sizable share with applications such as email, web browsing, calendar, and note taking. Yet the untapped area for usage of the iPad is in the sales process and mobility of key operational programming. The strategy of this business sector would involve dividing them into subgroups based on the size of the firm as it pertains to the number of employees. The subgroups: Less than five Five to nine Ten to nineteen Twenty to ninety-nine One hundred to four hundred-ninety-nine Above five hundred By creating these subgroups will allow iPad marketing tactics to be tailored appropriately. The true benefit of the iPad mobility is meant for any size business as the instant connectivity is a key for future business success. Reach back to the office environment is critical for today’s business regardless of their size and the iPad 2 provides such capabilities. With this target market defined, Apple will continue to review the statistics of each segment and ensure continue growth and iPad 2 market penetration. Distribution Channels INTEGRATED MARKETING COMMUNICATIONS PLAN PAPER 11 The distribution channels which Apple will use as it delivers the iPad into the business segment will be similar to the PC distribution channel which is needed to be on a level field with them. The channels that will be used will be direct outbound, direct inbound, dealer, and retail. Table 2 Distribution matrix Channel Direct Outbound Direct Inbound Dealer Retail Misc. Source: (Chu, 2007) Percent of 1995 PC Sales 8% 15% 38% 37% Percent of 1998 PC Sales 12% 20% 31% 28% 2% 9% Looking at these channels Apple will strive to propel the direct outbound to be the largest portion of the distribution channels this is due to the great strives they have with company owned iStores. With in the business segment having a solid customer service is a need especially in the company subgroups with less personal headcount as this is a strong indicator of companies without an internal IT department. Those companies will need additional support than companies with an internal IT staff as if issues arise they will need support to correct the issue in a short time frame. Apple will continue to operate within the other distribution channels that have been a main stay of PC’s through the years. Including the dealer channel as Apple sees this as a way to enter in new agreements with independent computer businesses that have prior relationships with those small businesses a key to flip PC business to the Apple platform including the iPad. Integrated Marketing Communications The primary objective for this integrated marketing communications plan is to position the Apple iPad 2 as a viable office tool for day-to-day activities and processes. Apple is already a recognized brand in the creative and video domain of the office environment. However, office INTEGRATED MARKETING COMMUNICATIONS PLAN PAPER 12 operations personnel are just now making the leap to acknowledging the potential other computing devices such as iPad as a viable office tool. The following sections will address the branding, advertising, sales, public relations, and promotions communications venues as it applies to the primary objective. Branding Branding campaigns for Apple reflect three important attributes; innovation, quality, and entrepreneurialism. To a business owner, these attributes are an essential part of their business persona. Therefore, the branding campaigns associated with the iPad need to convey the importance of these attributes relative to a business operation. Objective. The objective of the iPad branding campaign is to convey three Apple attributes; innovation, quality, and entrepreneurialism. Goals. The goal of a well designed and executed branding campaign is to enable business owners to visualize the innovative possibilities an iPad offers their business operation; if they can imagine it, Apple can enable it. Plans. The branding plan will use a number of communication tactics such as television, radio, printed, and Internet ads to convey imaginative applications of an iPad in business environment. The plan calls for the leveraging of PR events to engage potential customers and expose them to the possibilities an iPad can offer to their operations. See the public relations section. However, the majority of the customer engagement activities will occur in the retail environment. During each customer visit to a retail store, Apple representatives are to convey the promise that Apple delivers to a business operation; innovation, quality, and entrepreneurialism. INTEGRATED MARKETING COMMUNICATIONS PLAN PAPER 13 Budget. In a previous analysis the total marketing budget was assembled (Bobholz, et al, 2011a). The table below is an excerpt of those line items associated with television, radio, printed, and Internet advertising only. Table 3 Branding budget portion of the total marketing budget Budget Item Print media Web media Video media Television commercial production Air time Advertising campaigns Percent of total 2011 Budget 0.029 0.05 0.03 0.2 0.2 0.101 .61% $ $ $ $ $ $ $ Total Cost $M 16,556 28,545 17,127 114,180 114,180 57,661 348,249 Quantifiable tools. A quantifiable measure of advertising effectiveness is in-store surveys or surveys administered at trade shows and conferences. Surveys as a tool give marketers an opportunity to gather data on a customer’s perception of an Apple product as a business tool. Marketers can measure brand awareness, iPad utility, and association of Apple products as compared to other competing brands and devices. Non-quantifiable tools. Non-quantifiable tools associated with brand marketing include the use of sponsorships, television advertising, and other public relations activities. A nonquantifiable tool is difficult to measure the actual effectiveness and impact on sales without the use of quantifiable data collection such as surveys. Advertising Advertising is a communication vehicle. Advertising can be administered in many ways such by way of television, radio, print, and use of the Internet. The point of an advertising campaign is to convey marketing messages to the target market; small to medium business. INTEGRATED MARKETING COMMUNICATIONS PLAN PAPER 14 Objectives. Convey the essence of the brand; innovation, quality, and entrepreneurialism. Another objective is to insight the possibilities of the use of an iPad in a business environment. Goals. Through the advertising campaign, the primary goal is to entice a business owner to visit an Apple store and engage an Apple representative to enquire about the possible uses of an iPad in a business environment; beyond graphic and creative application. Plan. The advertising plan calls for ad placement in publications most frequently read by businesspeople. Such publications include the Wall Street Journal, Financial Times, and other newspaper publications. Additionally, television, and radio ads placed during television and radio programs where the correct demographic is likely to be watching and listening. Such programs include the Sunday morning political roundtables and news radio broadcasts. Budget. The advertising budget for this plan includes those line items shown in the branding section but also includes trade shows and other peripheral items. Below is the advertising budget as a percentage of the total marketing budget. Table 4 Apple iPad 2 marketing budget Budget Item Trade Show & Exhibitions Print media Percent of Total 2011 Budget 0.1 0.029 Total Cost $M $ 57,090 $ 16,556 INTEGRATED MARKETING COMMUNICATIONS PLAN PAPER Web media Video media Television commercial production Air time Branded merchandise & Apparel Advertising campaigns 15 0.05 0.03 0.2 0.2 0.01 0.101 $ $ $ $ $ $ 28,545 17,127 114,180 114,180 5,709 57,661 .72 $ 411,048 Media selection. The most optimal media selections include television, radio, print, and Internet advertising. Sales The sales plan for the business-to-business market segment calls for an aggressive marketing and communications campaign with the majority of the sales occurring in the retail store environment. Objectives. The primary objective is to position the Apple iPad as a viable tool for use in the small to medium business domain. This objective will be accomplished through sales. Goals. The penetration percentage of the total market size of the Apple iPad is based on 217 million workers who constitute daily online users, past tablet sales, and prospective sales. With the current sale of the iPad 2 at 9.25 million at 3Q with one more quarter to sell, the goal in total sales for the iPad 2 for the year is 48 million units (Bobholz, et al, 2011b). Plan. The sales plan calls for a 20 % market share of the small to medium business domain by 2015. Budget. The sales budget as a percentage of the total budget is reflected below. Also note that leveraging already budgeted items will assist sales objectives, such as the use of printed materials. See appendix A for the total marketing budget. Table 5 Apple iPad 2 marketing budget INTEGRATED MARKETING COMMUNICATIONS PLAN PAPER Budget Item Business travel (~cost per trip) Research Client Entertainment Branded merchandise & Apparel In-house services Publications and Editing (campaigns) Legal Percent of Total 2011 Budget 0.15 0.01 0.015 0.01 0.005 0.01 0.09 .29% 16 Total Cost $M $ 85,635 $ 5,709 $ 8,564 $ 5,709 $ 2,855 $ 5,709 $ 51,381 $ 165,562 Public Relations A previous analysis determined that a specific public relations campaign aimed at small to medium businesses would not achieve a substantive marketing effect because of the disparate nature of this particular market segment. That is not to say that there would not be some ancillary benefit derived from public relations activities at the corporate branding level. For the purpose of this IMC plan the corporate level is a campaign specifically focused on the Apple brand and not any single product line. Nonetheless, the following sections reflect the desired effect from a corporate public relations campaign. Objectives. The primary object of a well executed public relations campaign is to keep the Apple brand familiar in the minds of potential customers; brand awareness. Goals. The goal of a corporate level public relations campaign is to position Apple as a viable alternative when considering office product tools. Plan. The most optimal public relations plan is to partner with and sponsor trade association functions in which the owners of small to medium businesses are known to frequent or attend. Viable sponsorships would include functions and events associate with the Small Business Association (SBA) and industry gatherings aimed at small to medium businesses. Budget. Corporate sponsorships of trade association functions and events are range greatly. Therefore, the public relations plan will call for three strategically selected SBA INTEGRATED MARKETING COMMUNICATIONS PLAN PAPER 17 association functions. The unit cost per for a mid-range level sponsorship is $25,000; $75,000 annual budget request. PR Activities. This plan will call for the sponsorship of three small business association conferences. United States Association for Small Business and Entrepreneurship (USASBE, 2011) January 12 - 15, 2012 New Orleans, LA Budget: $25,000 http://usasbe.org/ National Small Business Association (NSBA, 2011) September 14, 2012 Washington DC Budget: $25,000 http://www.nsba.biz/aya.html Department of Veterans Affairs, Small Business Conference (DVA, 2011) March 17, 2012 Fort Lauderdale, FL Budget: $25,000 http://www.va.gov/osdbu/services/ConfSched.asp Promotions The aim of a sales promotion is to entice and incentivize a potential customer to buy a product or service. Considering the small to medium business market, certain incentive packages are available for use by the sales team. Objectives. Encourage volume buying of iPad tablets through volume and corporate discounts. Goals. The primary goal is to achieve the sales goal referenced above of 20 % market penetration or 48 million units sold annual to the small to medium business market segment. Plan. The plan call for an offering of a 5% discount for units sold to a corporate account. For businesses that do not have an account the plan calls for a 3% discount to qualified buyers. INTEGRATED MARKETING COMMUNICATIONS PLAN PAPER 18 Budget. The budget for a sales discount will be reflected in a 5% discount in the total estimated revenue to the small to medium business segment. Promotion tools. The two most viable tools available to entice sales for small to medium business owners are to advertise on the Apple website and in-person sales. Judgment for Success In review of the total IMC plan, Apple considered the rich market that is not yet mature, its low priced commodity, strong brand name, and the return customer model in its strategy geared towards success. Early indications are that Apple’s goal of capturing the business sector market will be reached. In addition to revenues gained, Apple’s brand name will grow even stronger across the world. Final Thoughts The primary objective for this plan is to assemble a strategy that focuses specifically on the business user marketing segment. This IMC plan was assembled with the data from numerous research efforts. Additionally, this plan identifies techniques and tactics that are purposely honed for use by marketers and sales personnel to yield the highest level of effectiveness. Finally, even though Apple was not first-to-market in this segment, all initial indications point to a high likelihood that the iPad 2 will be the device of choice by buyers. References Apple. (2011). Apple iPad 2 features. Retrieved on August 24, 2011, from http://www.apple.com/ipad/ Apple. (2011). A new way to work. Retrieved on August 29, 2011, from http://www.apple.com/ipad/business/ Aser. (2011). Iconia Tab A500. Retrieved on August 24, 2011, from http://acer.us/ac/en/US/content/iconia-tab-a500 INTEGRATED MARKETING COMMUNICATIONS PLAN PAPER 19 BlackBerry. (2011). BlackBerry Features. Retrieved on August 24, 2011), from http://us.blackberry.com/playbook-tablet/ Bobholz, K., Brown, M., Del Rosario, J., Lepore, T., & Salas, J. (2011a). iPad 2 marketing plan; marketing budget, Team B, University of Phoenix, Integrated Marketing Strategies MKT/498, August 29, 2011. Bobholz, K., Brown, M., Del Rosario, J., Lepore, T., & Salas, J. (2011b). iPad 2 marketing plan; market size and percentage penetration, Team B, University of Phoenix, Integrated Marketing Strategies MKT/498, August 29, 2011. Business Insider. (2011). Six Smart Ways Businesses Can Use The iPad 2 Read more: http://www.businessinsider.com/six-smart-ways-businesses-can-use-the-ipad-2-20113#a-simpler-product-search-3#ixzz1XbdVsLUK. Retrieved from http://www.businessinsider.com/six-smart-ways-businesses-can-use-the-ipad-2-20113#an-enhanced-in-store-experience-1 Chu, J., Chintagunta, P., & Vilcassim, N. (2007). Assessing the Economic Value of Distribution Channels: An Application to the Personal Computer Industry. Journal of Marketing Research (JMR), 44(1), 29-41. doi:10.1509/jmkr.44.1.29 DVA. (2011). Department of Veterans Affairs, Small Business Conference. Retrieved on September 05, 2011, from http://www.va.gov/osdbu/services/ConfSched.asp Eee. (2011). ASUS Eee. Retrieved on August 24, 2011, from http://usa.asus.com/Eee/ Epps, S. (2011) Forrester. US Tablet Sales Will More Than Double This Year. Retrieved on August 25, 2011 from http://blogs.forrester.com/sarah_rotman_epps/11-0104- us_tablet_sales_will_more_than_double_this_year International Business Time (2011). New Study Shows Apple iOS Dominance: 95 Percent of INTEGRATED MARKETING COMMUNICATIONS PLAN PAPER 20 Tablet Activations iPad. Retrieved on August 24, 2011 from EBSCO HOST NSBA. (2011). National Small Business Association, conference schedule. Retrieved on September 05, 2011, from http://www.nsba.biz/aya.html Samsung. (2011). Samsung Galaxy Features. Retrieved on August 24, 2011, from http://www.samsung.com/global/microsite/galaxytab/10.1/feature.html Statistics of U.S. Businesses. (2008). Retrieved August 26, 2011, from U.S. Census Bereay: http://www.census.gov/econ/susb/ Tablet Comparison. (2011). Comparison list of tablet pcs. Retrieved on August 24, 2011, from http://www.tabletpccomparison.net/ USASBE. (2011). United States Association for Small Business and Entrepreneurship; sponsorships. Retrieved on September 05, 2011, from http://usasbe.org/ US Census Bureau (2011). The Statistical Abstract. Retrieved on August 27, 2011 from http://www.census.gov/compendia/statab/cats/population.html Appendix A Apple iPad 2 marketing budget Budget Item Trade Show & Exhibitions Percent of 2011 Budget Total Cost $M 0.1 $ 57,090 0.029 $ 16,556 0.05 0.03 $ $ 28,545 17,127 Print media Web media Video media INTEGRATED MARKETING COMMUNICATIONS PLAN PAPER 21 Television commercial production 0.2 $ 114,180 0.2 $ 114,180 0.15 $ 85,635 0.01 $ 5,709 0.015 $ 8,564 0.01 $ 5,709 0.005 $ 2,855 0.01 $ 5,709 0.101 $ 57,661 0.09 100% $ $ 51,381 570,900 Air time Business travel Research Client Entertainment Branded merchandise & Apparel In-house services Publications and Editing (campaigns) Advertising campaigns Legal ...
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