Finally a set of recommendation has been provide to Dell to make it achieve it the desired market position and compete with brands like HP and Apple. Contents Executive Summary 2 Contents 3 Introduction 4 Market Review 5 Literature Review 8 Critical Analysis and Discussion 10 Conclusions and Recommendation 13 14 14 Reference 15 Introduction Marketing communication is one of the most important tools used by organisations in promoting its product to the target customers. All firms tend to employ marketing communication to a certain degree as per the requirements and can be directed towards the consumers in day to day consumption activities or even on the customers of other business. Organisations over the years have handled sales promotion, advertising, point of purchase and other forms of communication as separate practise as different units in organisation tends to specialise in various aspect of marketing communication like advertising or public relation or promotion and others. Marketing is all about satisfying the needs and demand of the customers but the real key with respect to IMC is controlling and influencing the messages sent by to the target market. One important task of organisation is to create and nourish the stakeholders along with the profitable customers who are likely to contribute to long term profit. IMC includes planning to deliver a consistent message to the target customer. Effective IMC tends to encourage strong customer relationship but it takes place through effective planning to develop integrated communication program. Strategies which are used in order to build strong relationship with the target customers is an effective part of marketing plan and marketing communication should support the plan (Percy, 2012, p. 8). As stated earlier all organisation needs to perform communication program in order to attract the target market, similarly the project talks about the marketing communication strategy undertaken by two major laptop manufactures, Apple and Dell. Apple is among the most popular brand and known for its innovation and creativity. With its iPhones launched into the market, Apple has captured a majority of market share both in case of laptops and iPhones but due to its popularity consumers tends to prefer Apple product. Thus based on it the following research objectives has been set, Research Objectives To determine the slogans and marketing messages adopted by Apple To determine the type of media and marketing campaigns used to attract consumers To understand the brand image projected by Apple in comparison to Dell Market Review It has been analysed that the global economic turmoil has had a major impact on the PC market and tends to remain weak which has led to the launch of windows 8. Global shipment was estimated to be 207million indicating a growth rate of only 2.1% in 2011. Thus the breakdown in the shipment of notebook sector is expected to b in the ratio of 47:53 in the first and second half of the year. The penetration rate with respect to ultra book is expected to account for less than 5% in the fourth quarter while touch screen and notebook are estimated to account for even less than 1% of global shipments. Notebook with SSD factor is estimated to account for 7.1% but about 70% of the shipments are to be contributed by Apple and its product
Comparative analysis of integrated marketing communications mix strategy for laptop manufacturers: Apple vs Dell Executive Summary The project talks about the integrated marketing communications of two well known brands Apple and Dell. Both the brads have made extensive use of the media to promote its product and brand and with effective marketing communication have been able to achieve the desired position…
It appears to be a four-way battle between stiff competitors. As the economy rebounds and consumer-confidence, slowly returns to the market, all businesses are looking for methods to promote themselves back to the public. Given the main disciplines of communication, business people are contemplating which avenue to pursue.
According to the research there are different marketing strategies by Apple and Dell, which illustrate two companies that must use unique tactics in order to gain more market attention and brand loyalty long-term. Apple understands its market characteristics and how to use affiliation and rapport as a means of gaining additional market share.
This concept emphasizes upon the harmonizing of different marketing channels and utilizing them in order to penetrate the minds of consumers. Major components of Integrated Marketing Communications include personal selling, direct marketing, advertising, public relations, publicity etc.
Conclusion 13 Reference list 13 Comparative analysis 1. Introduction UK mobile phone sector has become highly competitive forcing the competitors to form strategic relationships with other entities with the purpose of attracting new customers. The mobile phone service providers are also diversifying their products and services in order to take advantage of the digital market.
Integrated marketing communications (IMC) has also emerged as an increasingly implemented strategy across organizations and agencies. The study will describe the mobile market statistics, competition and current as well as future trends, pertaining to UK market.
Recommendations 13 References 15 Appendix 18 1.0 Executive summary The report is comparative analysis of the integrated marketing communication mix strategies of Vodafone and Virgin Mobile. A market review indicates that creativity and introduction of new products are the two key strategies for increasing market share.
most any one seeking computers for home or business use, comparative products from suppliers like HP are often more attractive in terms of price, design or features which means that Dell’s product line up often fails in comparison without discounts or special offers.